What We Found

A plain look at your previous Google Ads account, before we talk about anything else. No jargon, and nothing to decide today.

You spent about $40,000 the last time your ads were live. Here's where it went.

Across 2025, the last full stretch your Google Ads were running, the account spent roughly $40,000. That money brought in about 130 calls and form fills, which works out to around $310 each.

We pulled the full account history and went through it line by line. A few clear things stand out, and once you see them, the result makes a lot of sense.

The only thing that really worked was your own name

The single best performer in the whole account was people typing "Better Way Roofing" straight into Google. Those clicks were cheap and they turned into calls. Strip your own name out, and the cost to win a customer from everything else jumps north of $400.

Here's why that matters. People searching for you by name already know you and were likely to call anyway. The real job of advertising is winning new customers who haven't heard of you yet, and that part of the account was barely working. So it looked alive, but it was mostly leaning on the reputation you already built, not adding to it.

More than half the money bought clicks that went nowhere

Of the spend we could trace, well over half produced exactly zero new business. A big chunk went to people searching for other roofing companies by name, to one-off searches with no real buying intent, and to clicks that were never going to call anyone.

This is the kind of thing that gets fixed before launch, not after. It's not complicated. It just wasn't set up.

Google was quietly charging you a penalty on every click

Google grades every advertiser, and the grade decides how much you pay. A good grade lowers your cost per click. A poor grade raises it. The grade comes down to three things:

• Does your ad match what the person typed? Someone searching "metal roof repair" should see an ad about metal roof repair, not a generic "Roofing Services" ad.
• Do people actually click your ad? Specific, relevant ads get clicked more, and Google rewards that with a lower price.
• Is the page they land on any good? Fast, easy to use on a phone, and clearly about the thing they searched for.

Across your old account, that grade was low almost everywhere. That's the main reason your clicks were averaging about $34, with some over $100. You were paying a premium for the same clicks your competitors were getting cheaper.

The good news is that the new website we just built is one of the biggest fixes for this. It's fast, it works on a phone, and it has a dedicated page for each service. Sending a "metal roof repair" click to a clear metal roof repair page, instead of a slow, cluttered homepage, is exactly what lifts that grade and brings the cost per click down. The site you already paid for does double duty here.

Winter quietly drained the account

This is the clearest pattern in your numbers. In a good summer month, a lead cost you around $120. Last December, that same lead cost about $1,400, and a booked appointment cost several thousand. Roofing demand falls off a cliff in winter, so every click costs far more.

The old setup spent the same way in December as it did in August. That's like running the AC at full blast with the windows open.

What doing it right looks like

Without getting into the weeds, a properly run account does four things the old one didn't:

• Sends your money where the work is, not to your own name and dead-end clicks.
• Earns Google's better grade, helped by the new website, so every click costs less.
• Spends with the seasons, leaning into summer and easing off the dead of winter.
• Tracks all the way to signed jobs, so you finally know your real cost per job, not just per phone call.

The one thing this really needs: to be funded properly

I want to be straight with you about the budget, because it's the part that decides everything else.

The instinct is to keep it small and safe. But a small budget is the fastest way to waste it. At around $2,000 a month, an account like this never gets the chance to learn. The clicks in this market are expensive, and you'd burn through the whole budget gathering the first scraps of data before it could ever tell you what's working. You'd be paying for a test that never finishes.

Doing this properly means two things, and they have to stay in proportion:

• An ad budget big enough to actually learn fast in the efficient summer months and turn that into booked jobs. This is paid straight to Google.
• A management fee to build it, watch it daily, and keep tuning it. Ours is $2,500 a month.

The budget has to be comfortably bigger than the fee, or the fee isn't earning its keep. There's no sense paying us to manage a pot that's too small to manage. When the budget is right, every dollar of our fee is making your ad dollars work harder.