How Metal Roofing Generates Qualified Leads
About AMT Metal Roofing
AMT Metal Roofing has been installing metal roofing systems across Alberta since 2009, with over 550 roofs completed for residential, commercial, industrial, and agricultural buildings. The company is COR-certified and serves Edmonton, Calgary, St. Albert, Sherwood Park, Leduc, and surrounding regions across the province.
The Challenge
Before working with Total Domination, AMT ran a single, broad Google Ads search campaign with unsegmented keywords and generic ad copy. This made it difficult to control cost-per-lead, match ad messaging to specific search intent, or separate high-value commercial and industrial inquiries from lower-value browsing traffic. Organic search traffic also included a large share of irrelevant visits that weren't converting.
What We Did
Restructured Google Ads From One Campaign Into Three — Instead of one catch-all search campaign, we built three separate campaigns, segmenting keywords not just by search volume but by topic and intent — including a dedicated campaign for adjacent, related-topic queries that competitors typically ignore.
Systematic Ad Testing — Each campaign got its own ad groups. We tested multiple headline and description combinations against each other and kept only the top performers. The result: an average click-through rate of 4.7%, well above typical industry benchmarks for home services search ads.
Segmented Remarketing — Remarketing was rebuilt to target active-intent visitors specifically, with additional professional/commercial audience segments layered on top.
SEO Cleanup and Ranking Growth — We removed irrelevant traffic sources, cleaned up technical and content issues, and moved AMT up 17-20 positions on its top thematic keywords. Branded search terms were optimized separately from generic roofing keywords.
Jobs-to-Be-Done Audience Research — We used the Jobs-to-Be-Done framework to understand what customers were actually trying to accomplish when searching for a roofing company — and built messaging around those real motivations instead of generic claims.
The Results
Search campaigns1 → 3 (topic-segmented)
Average ad CTR4.7%
Organic ranking improvement+17-20 positions on top thematic keywords
Monthly qualified leads~15
Lead-to-client conversion rate30-35%
Average deal size (estimated)~$100,000 CAD
FAQ
Can AI-driven marketing optimization help a roofing company generate more leads?
Yes. Roofing is a high-consideration, high-ticket purchase — customers research extensively before contacting a company. AI-driven optimization helps by identifying which specific search intents and audience segments are most likely to convert, then automating the testing needed to find the best-performing messaging for each one.
How do you set up AI optimization for a roofing or home services business?
The core principle is closing potential clients' pain points through information, not volume of ads. That means researching what questions and concerns real customers have, then building campaigns, landing pages, and content that answer those questions directly — rather than running generic ads at a broad audience.
How do you make roofing company ads actually profitable?
Stand on the client's side of the transaction and address their real concerns directly. Generic messaging like "we do quality work, fast" doesn't differentiate you. Specific numbers and concrete claims build more trust and convert better than vague quality claims.