Regional Roofing & Exterior Co.
Weather-triggered campaign scaling caught storm-damage search spikes within hours, turning quote requests into signed jobs.
The Challenge
A roofing and exterior contractor's ad spend stayed flat month to month despite roofing demand being almost entirely storm-driven — meaning the account was underspending during the highest-value weeks and overspending during quiet ones.
The Approach
Weather-Trigger Rules
Automated rules tied to regional storm-damage forecasts scaled budget and bids within hours of a weather event, instead of waiting for a manual monthly review to catch the spike.
Insurance-Claim Landing Path
A dedicated landing page and ad set targeted storm-damage insurance-claim searches specifically, separate from routine "roof replacement quote" traffic.
Quote-to-Job Tracking
CRM integration closed the loop from ad click to signed job, revealing which storm-response ad copy actually converted quotes into contracts, not just form fills.
The Results
- Cost per quote request down 46%
- Quote request volume scaled 3.9x during active storm-damage windows
- Signed-job rate from quote requests improved alongside volume, not just against it
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