East Bay roofer: 2.4x ROAS lift after rebuilding tracking and killing 38% of spend
Established roofing company was spending $14k/mo across Google, Meta, and LSAs with broken conversion tracking. SkyBlue rebuilt server-side attribution, killed the bottom 38% of spend, and rerouted budget into the campaigns actually closing roofs.
Client name anonymized at request. Metrics and timeline are real.
Before & after
| Metric | Before | After |
|---|---|---|
| Monthly ad spend | $14,200 | $8,800 |
| Signed contracts / month | 9 | 17 |
| Cost per signed contract | $1,577 | $518 |
| ROAS (blended) | 3.1x | 7.4x |
| LSA Google rating | 4.6 | 4.9 |
| Attribution coverage | ~40% | 94% |
The challenge
iOS 14 + privacy changes had silently degraded Meta attribution for 18 months. Google Ads was optimizing toward form fills, not signed contracts. LSAs were running on autopilot with no review velocity strategy. Owner suspected he was wasting money but had no way to prove it.
What SkyBlue did
- →Rebuilt server-side GA4 + Google Ads enhanced conversions tied to signed contracts in JobNimbus
- →Audited 90 days of spend by campaign → killed bottom-performing 38% (mostly broad-match Google + Meta interest stacks)
- →Reallocated budget to LSAs + branded search + neighborhood-targeted Meta video
- →Implemented review request automation post-job (lifted LSA score 4.6 → 4.9)
- →Quarterly business review with attributed revenue by source
The outcome
The roofer is now spending 38% less on ads, signing 89% more contracts, and finally has board-quality attribution on every dollar. The killed campaigns funded a new neighborhood video program now driving the highest-margin work.
In the client's words
"They cut my ad budget by a third and my booked jobs almost doubled. I didn't believe the numbers until the third month."
"Finally know which campaigns are profitable. I should have done this two years ago."
"Every Monday I see leads, contracts, revenue, ROAS — one page. That's the agency I always wanted."
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