How a Louisville Roofer Cut Cost Per Lead 58% with LSAs + Google Ads
Louisville roofing contractor · Roofing · Louisville, KY
| KPI | Before | After | Change |
|---|---|---|---|
| Cost per lead | $187 | $79 | -58% |
| Monthly leads | 22 | 54 | +145% |
| Landing page conversion rate | 1.4% | 6.1% | +336% |
| Google reviews | 34 (4.6★) | 128 (4.9★) | +94 reviews |
| Map pack visibility (3-pack) | Rare | 70%+ of tracked terms | Top 3 in core terms |
$3,800 (LSA + Google Ads + management)
90 days from kickoff to stable KPIs
The challenge
A Louisville roofing contractor was spending roughly $4,200 per month on broad-match Google Ads with a single landing page. Cost per lead was averaging $187, conversion rate on the landing page was 1.4%, and Google Local Service Ads were not enabled. The owner was answering most calls personally and missing 20–30% of inbound calls outside business hours.
The approach
- Activated Google Local Service Ads with full background check, license, and insurance verification.
- Rebuilt the Google Business Profile with proper categories, services, attributes, and 30+ project photos.
- Restructured Google Ads into single-keyword ad groups for "roofer Louisville", "roof repair Louisville", and storm-damage terms.
- Geo-fenced campaigns to a 25-mile radius from the Louisville shop, excluding low-value zip codes.
- Built three service-specific landing pages — repair, replacement, and storm — each with click-to-call and a SMS lead capture.
- Connected calls and forms to a CRM with automated SMS follow-up within 90 seconds and a missed-call-text-back rule.
- Launched a review request automation tied to job completion, generating 12–18 new five-star Google reviews per month.
The results
- Cost per lead dropped from $187 to $79 — a 58% reduction — within 90 days.
- Monthly qualified lead volume more than doubled while spend stayed roughly flat.
- Google Business Profile climbed into the top three of the Louisville map pack on every core service term.
- Owner stopped manually answering after-hours calls — automated SMS follow-up captured 100% of inbound interest.
- Five-star review velocity grew from 1–2 per month to 12–18 per month, lowering LSA cost per lead further over time.
Why Louisville businesses trust us
Founder-led
Every account is run by Dustin Hobbs, the founder — not an account manager.
No contracts
Month-to-month engagements. Cancel any time — we earn the next month with results.
Lab-tested framework
Hypothesize, test, measure, scale. Every campaign is treated like an experiment with reportable KPIs.
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Headquartered in Louisville, KY. We work the same market your customers live in.
Written and reviewed by Dustin Hobbs, Founder of Louisville Web Lab · How a Louisville Roofer Cut Cost Per Lead 58% with LSAs + Google Ads — Roofing · Last updated
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