Baker Roofing

Baker Roofing is a large commercial roofing contractor operating across the Southeast and Mid-Atlantic, from Tampa and Jacksonville up through Raleigh, Chattanooga, and Virginia Beach. Every lead is an estimate request or call from a building owner who needs a roof repaired or replaced, and in this trade a single closed job justifies the cost of many leads.

The Challenge

Commercial roofing demand is local. A prospect in Tampa and a prospect in Harrisonburg search the same words but live in completely different markets, with different competition and different costs. Managed as one blended account, the strong markets hide the weak ones and there is no way to hold each metro accountable for what it produces.

The Solution

• One Search campaign per metro market: Tampa, Jacksonville, Raleigh, Chattanooga, Asheville, Charleston, Virginia Beach, Birmingham, Savannah, Pensacola, Woodbridge, York, Harrisonburg, and Bristol/Johnson City, each with its own budget
• Campaigns scoped to commercial roofing intent, so the budget goes to building owners rather than residential repair searches
• Estimate requests and calls tracked as conversions, giving every market a clean cost per lead to answer to
• Ongoing budget reallocation between markets based on what each one produces, month over month

The Results

The per-market structure has now run for more than four years at scale. Since January 2022 the account has produced 12,100+ estimate requests on $1.5M of spend, a $126 average cost per lead, with each of the 14 markets carrying its own weight.