Thirty days, plenty of clicks, no conversions — and a client who’s strictly commercial roofing. I see this a lot. The fix isn’t one trick; it’s a short sequence that restores volume, relevance, and trust. Below is my 10-step rescue plan you can apply today.
Step 1: Respect the auction (raise budget)
Commercial roofing CPCs are high. With $200/day, your ads don’t enter enough quality auctions for smart bidding to learn. Increase to $800–$1,000/day for 10–14 days while you fix the fundamentals.
Step 2: Pull Auction Insights
Check impression share, top-of-page rate, overlap, and outranking share. Identify the top rivals and note how aggressively they bid across your core geos.
Step 3: Audit Search Terms (daily)
- Keep: “commercial roof repair,” “commercial roof replacement,” “commercial TPO,” “flat roof leak repair.”
- Exclude: residential, DIY, jobs, insurance careers, materials only, city names you don’t serve.
- Build an always-on negative list (residential, shingles, house, shed, metal roofing sheets, salary, etc.).
Step 4: Use Google’s Ads Transparency Center
Look up competitor ad copy, extensions, and landing pages. Note their CTAs, proof, offers, and service area claims. You’ll find gaps to exploit.
Step 5: Rewrite ad copy with authenticity
Lead with proof, not adjectives:
- “2,100+ commercial roofs completed since 2010”
- “24/7 emergency leak response — on site in 2 hours”
- “NDL warranties (TPO/EPDM/PVC)”
- “ISNetworld / OSHA-30 crews”
Max out ad assets: sitelinks (Inspections, Emergency, Maintenance Plans, Portfolio), callouts (Licensed • Bonded • Insured), structured snippets (Systems: TPO, EPDM, PVC, BUR, Metal), image assets (before/after).
Step 6: Fix the landing page (message match)
Above-the-fold: headline mirrors the keyword (“Commercial Flat Roof Repair — 24/7”), subhead with value prop, phone + short form, service area map, trust badges, and recent project logos. Add:
- Project gallery with roof type, square footage, and outcome
- Named testimonials (title/company)
- Guarantee/warranty explanation
- “Commercial-only” statement to filter residential
- Speed: <2.5s LCP, no heavy sliders
Step 7: Restructure campaigns for Quality Score
Create tightly themed ad groups by service + intent (e.g., “Commercial Roof Repair – Emergency,” “TPO Replacement – Warehouse”). 2–3 RSAs per group, 8–12 keywords max, exact/phrase only to start; add broad later.
Step 8: Location, schedule & devices
- Target only profitable ZIPs/cities (presence, not interest).
- Daypart to live answer hours; push call-only in mornings.
- Bid down on tablets if they underperform; protect mobile if most calls come from it.
Step 9: Switch bidding (temporarily)
Move from Maximize Conversions to Maximize Clicks (with a sensible CPC cap) to build traffic and fresh signals. After 15–30 real conversions at a stable CPA, shift back to Max Conversions and increase budget.
Step 10: Validate tracking & lead quality
- Primary conversions: form submits, 60-second calls, booked inspections.
- One conversion action counted, correct attribution, no duplicate firing.
- Use call recording/whisper to score lead quality and tune negatives.
Quick Reference: Symptom → Fix
- Low impressions → Raise budget; expand geo (where you actually serve); add phrase/broad tests.
- High CTR, no leads → Landing page friction; weak CTA/offer; form too long.
- Irrelevant clicks → Search Terms cleanup; negative lists.
- Good leads, high CPA → Structure + QS lift; smart bidding only after data threshold.
Sample RSA (commercial roof repair)
- Headline pool: Commercial Roof Repair; 24/7 Emergency Leak Team; TPO/EPDM/PVC Specialists; On-Site in 2 Hours; 2,100+ Projects; NDL Warranties; Free Inspection Today
- Descriptions:
- Stop leaks fast. Certified commercial crews with verified safety & warranties. Book a free inspection.
- Warehouses, schools, healthcare & retail. Commercial-only roofing since 2010. Call now.
KPI Targets (initial 30–45 days)
- CTR: 6–10% (search)
- CVR (form+call): 8–15% (on qualified traffic)
- CPL: depends on market, but set an allowable and back into CPC and CVR
If you’d like me to audit and implement this sequence for your account, we’re a full-fledged Google Ads Partner. Get in touch — we’ll turn those clicks into booked inspections.
