Before the paid funnel, Renmark grew mostly through door-to-door. Before we rebuilt it, the ad account couldn't tell what was working: after a tracking change, two thirds of its spend ($7,897 of $11,925) recorded zero results.
When the numbers are broken, every budget decision is a guess. Good ads get cut and bad ones keep spending.
- 01
We built a Meta funnel around three angles homeowners actually respond to: price transparency, the age of their home (how old the roof or windows really are), and a plain promise not to overpay.
- 02
Rebuilt tracking from scratch, browser and server side, and launched quiz-style landing pages for each angle: roof age, window age, overpaying for energy, window count.
- 03
Built a Lead Capture Hub so every lead keeps where it came from. We recovered the source on all but 37 of 1,277 leads that had been sitting as unknown.
- 04
Matched every sold job in the CRM back to the exact ad that produced it.
The ads weren't the problem. Roofing leads cost about $62, roughly 47% below the industry benchmark. The leak was after the lead: about half of funnel appointments cancelled, and new leads waited a median of 93 minutes for a first call.
return on ad spend: $155,298 in sold jobs from $18,966 in ads
on roofing, with an average roof of $21,786
the close rate of the next best paid lead source
The angle that won at launch became one of the most expensive per lead. But the first sale after the relaunch came from that same expensive angle, which is why we stopped judging ads on cost per lead.
Figures as of October 5, 2026. Gross sold revenue, not margin.