Let me tell you about a roofer in Calgary who was two weeks from calling it quits.
When we first connected, his business had shrunk down to just two employees. No pipeline. Nothing lined up for the week ahead. He was paying people to show up with nowhere to send them. That’s not a slow month, that’s a business on life support.
He came to me and we got started. Built out the landing pages, launched Google Ads, and leads started coming in. Quality leads – real Calgary homeowners who needed work done. That part was working.
But he had one concern: the cost per lead was sitting at CA$158. The leads were good. He was closing them. The ROI was there if you ran the math. But $158 per lead felt heavy, and in a competitive trade like roofing, he wanted to know if we could do better.
The honest answer was yes — but it takes time.
The Honest Conversation
I told him one thing: give me three months, and I’ll get your cost per lead below $70.
That wasn’t a guess. I’d already done it for another Calgary roofing client earlier this year – brought their CPL below $70 so I had a repeatable process and real data behind that commitment. He wasn’t starting from nothing. The foundation was there. We just needed to tighten it.
He trusted the process. And we got to work.
What Needed to Tighten
The leads were coming in, but the system had room to improve. The campaign structure needed to be split out by service type, the landing pages needed refinement to push the conversion rate higher, and the tracking needed to be cleaner so Google’s algorithm had better signal to work with.
When conversion tracking is properly set up through GTM and GA4 — every form submission, every call — the algorithm stops guessing and starts finding the right people more efficiently. That’s when cost per lead starts dropping without sacrificing lead quality.
So we tightened the campaign structure, refined the pages, and let the bidding strategy learn on clean data.
The Numbers Now
Three months was the timeline I gave myself. We beat it.
| Metric | Before | Now |
|---|---|---|
| Cost Per Lead | CA$158.45 | CA$47.76 |
| Conversion Rate | 6.15% | 38.46% |
| Sidings CPL | CA$350.00 | CA$38.63 |
That Sidings number deserves a second look. $350 per lead down to $38.63. That’s not an improvement — that’s a completely different business.
And the conversion rate sitting at almost 40% means nearly 4 out of every 10 people landing on that page are turning into a lead. The leads didn’t get worse — they got cheaper.
I promised $70. We hit $47. That’s not a rounding error – that’s over-delivering by a significant margin, and it happened in under three months.
What This Looks Like in Real Terms
Say this roofer closes 1 in 4 leads – conservative close rate. At $158 per lead, he’s spending $632 to land one job. At $47, that same job costs him $188 to acquire. On a roofing job worth $3,000–$8,000, that math becomes very, very comfortable.
More importantly: his guys are busy again. He can plan two weeks out. That’s the actual win.
What I Do – And What I Don’t Do
I want to be clear about something. I get people to the door. Closing them is the business owner’s job. I have no control over what happens on that call or at that estimate. What I control is making sure the person calling is a real Calgary homeowner who actually needs roofing work, and that call costs as little as possible to generate.
No vanity metrics. No brand awareness campaigns. Just leads that cost less and convert better.
I genuinely love helping Calgary local businesses grow. There’s nothing like watching a company go from two employees with nothing to do to actually having to plan capacity. That’s real. That’s why I do this.
If You’re a Roofer in Calgary
I have room for a couple more clients right now – not ten, maybe two or three. I’m not interested in accounts I can’t give proper attention to.
If your cost per lead is above $80 and you’re running ads, there’s almost certainly a structural issue I can fix. If you’re not running ads yet and your competitors are, that gap is costing you every single day.
Reach out. I’ll look at what you’re working with and tell you exactly what I see – no pitch, no pressure.
Sofra Digital Solutions — Google Ads Management & High-Converting Web Builds, Calgary AB.