123Couvreur · Roofing quote marketplace · Google Ads — Search · 2026
How a roofing quote marketplace launched paid search from zero
123Couvreur matches homeowners with roofers: three quotes, one decision. The paid-search question was whether a marketplace can buy roofing demand profitably in the same auction as the roofers themselves.
The results, up top — every number is in the strip below
103
quote requests
five reported months
~CA$128
per quote request
CA$13,202 ÷ 103
44
first-time phone calls
repeat callers excluded
CA$13,202
media spend
launch period
5
reported months
absolute reported figures
A marketplace bidding in the same auction as its own suppliers.
123Couvreur is a Greater Montreal roofing marketplace: a homeowner describes the job, and three vetted roofers respond with comparable quotes. The proposition is comparison and convenience, not roofing itself.
That is an awkward position in paid search. Individual roofing companies bid on the same keywords with the margin of an entire roof behind each click, while a marketplace earns a fraction of that. Winning means being clearly more useful on the results page than any single contractor can be.
“I am not trying to be the cheapest roofer on the page. I am trying to be the obvious first step — the place where you find out what a fair price even looks like.”
Which means the ads had to sell comparison, not roofing.
Sell the comparison, not the roof.
Ad copy was built around what a marketplace uniquely offers — three quotes, free, no obligation — rather than competing on roofing claims a single contractor makes better. Comparison-intent queries were separated from contractor-intent queries.
Call tracking distinguishes first-time from repeat callers, so the 44 first-time calls reported here exclude people already in the funnel. The quote-request form remains the primary conversion at 103.
Five reported months, no prior period. Everything on this page is an absolute, and the cost per quote request is stated plainly at roughly CA$128.
Comparison-led copy, first-time call tracking, absolute reporting.
A launch account in an auction full of better-funded competitors.
Comparison-led ad copy
Advertised three quotes, not roofing expertise
The marketplace advantage is comparison. Ads led with it instead of competing on craft claims a single roofer will always make more convincingly.
Intent separation
Split comparison searches from contractor searches
Someone searching for a specific roofer is not a marketplace customer. Those queries were pushed out rather than paid for.
First-time call tracking
Counted new callers, not repeats
44 first-time calls, with repeat calls tracked separately and excluded from the headline figure.
Launch reporting
Published cost per quote request
CA$13,202 across five reported months, 103 quote requests, roughly CA$128 each — stated rather than buried.
Five reported months: 103 quote requests at about CA$128 each.
Google Ads Editor
Paid search
Google Tag Manager
Tracking
Google Search Console
Search
123Couvreur
95,129 impressions in 9 months from zero
Home services & trades
123Couvreur — Google Ads
103 quote requests
Home services & trades
3D Entrepreneur Général
124 forms + 109 calls
Home services & trades
419 Lafayette
4,239 sessions in the first 3 months
Events & venues
À l'Amiable
206 → 393 ad calls, flat spend
Professional services
Alpha Serrurier
139 → 260 ad-extension calls
Home services & trades
Arboxygène — SEO
25.5 → 18.9 avg position
Home services & trades
Arsenal Électrique
36 → 444 leads a year
Home services & trades
Benjel — SEO
24.8 → 18.8 avg position
Professional services
Booksy — Creator whitelisting
+1,700% signups · CPR −92%
Consumer apps & platforms
Bumble — UGC ads & creator partnerships
50+ creators · lower CPA
Consumer apps & platforms
Busuu — Performance-driven user acquisition
450+ assets · 60+ creators
Education & training
Canado-Nacan Équipements — SEO
36.2 → 25.8 avg position
B2B & SaaS
CFC & Elevate Health
16,387 leads at CA$33 CPL
Health & medical
ClearScore — Global creator-led acquisition
CPS −27% MoM · 33% thumbstop
Fintech & financial services
Clinique Majora
CA$9.00 → CA$6.27 per booking
Health & medical
Confort Prestige — SEO
6,168 clicks · +111% directions
Home services & trades
Cours Jeunesse
8 → 1,481 organic clicks
Education & training
Crowdtap — Performance creative & paid media
TikTok CPA −30% · volume +15%
B2B & SaaS
Dashing Diva — Full-funnel campaign
CAC −24% · 3→7 channels
Beauty & personal care
Dockers — Influencer & whitelisting
16M+ views · 80+ influencers
Apparel & fashion
Dr du Matelas — SEO
+118% profile calls
Retail & e-commerce
Electrolibre
498 first-time calls
Retail & e-commerce
EnMouvement
107 → 293 ad calls
Home services & trades
Entretien Squidgee — SEO
+58% impressions · +12% clicks
Home services & trades
Erco Électrique
−47% spend, +72% calls
Home services & trades
EVRY Jewels — Full-funnel growth
$6M → $100M · 7×+ ROAS
Retail & e-commerce
Farrukh Ahmed CPA — Local SEO launch
position 50 → 17 · +166% desktop map impressions
Professional services
Fil Chauffant Toiture — Meta Ads
45 leads · CA$38.53
Home services & trades
Fil Chauffant Toiture — SEO
133 → 524 clicks
Home services & trades
Food Allergy Institute — Paid media and booked consultations
243 → 1,012 consultations/mo · cost per landing page view −30%
Health & medical
Future Forward — Performance-driven creator campaign
CPA −20% · 5 platforms
Education & training
Geo Stone
275 leads at CA$19.59
Home services & trades
Geo Stone — Google Ads
93 → 198 calls from ads
Home services & trades
Geo Stone — SEO
1,476 → 3,025 clicks
Home services & trades
Gouttières Grand-Montréal — SEO
53 → 327 clicks
Home services & trades
HelloFresh — Dark posting at scale
17 countries · CPA −20% MoM
Food & beverage
Her-Age
6.63× tracked ROAS
Retail & e-commerce
Hopper — Performance creative at scale
300+ assets/mo · CAC −20%
Travel & mobility
HUBZ404
90 → 86,773 impressions
Events & venues
HUROM — Full-funnel paid media & influencer strategy
ROAS +300% · CPA −70%
Retail & e-commerce
Icelandic Provisions — Influencer-led branded creative
3M+ impressions · 9%+ CTR
Food & beverage
Impact Santé
ROAS 13.62× → 14.96×
Education & training
Impact Santé+ — SEO
+36% clicks · +91% impressions
Education & training
Inspections Nicolas Landry — SEO
+117% impressions
Home services & trades
iTrustCapital — UGC & paid media
CVR +100% · CAC −65%
Fintech & financial services
JDM Drive — SEO
37,831 clicks · from zero
Automotive
JDM Engine Direct
$1.42M tracked revenue at 14.62×
Automotive
Katchoo — Meta Ads
CA$11.15 per lead
Home services & trades
K&R Strategic Partners
$24,740 in tracked value from zero
Professional services
K&R Strategic Partners — SEO
0 → 76,344 organic impressions
Fintech & financial services
LAHA
24 → 475 tracked conversions
Health & medical
L'Entrepôt de la Réno
5.55× ROAS while tripling spend
Retail & e-commerce
L'Entrepôt de la Réno — Google Ads
CA$356k → CA$1.9M tracked revenue
Retail & e-commerce
L'Entrepôt de la Réno — SEO
111,651 → 280,019 clicks
Retail & e-commerce
L'Exterminateur en Ligne
ROAS 3.27× → 5.51×
Home services & trades
L'Exterminateur en Ligne — Meta launch
9.60× ROAS in the first 3 months
Home services & trades
L'Exterminateur en Ligne — SEO
+20% clicks · +47% impressions
Retail & e-commerce
Linktree — Organic social, series & design
5× reach · 10M views
Consumer apps & platforms
Living Beauty
+225% purchases, matched months
Retail & e-commerce
Living Beauty
402,490 → 1,007,144 impressions
Beauty & personal care
Madhippie — Performance creative
50+ assets/mo · 30%+ thumbstop
Beauty & personal care
Marvel Styles — Disney — Organic social
+40% saves · 9%+ engagement
Apparel & fashion
MDF Mécanique — Google Ads
187 ad calls · CA$37 each
Automotive
MDF Mécanique Laval
240 leads at CA$33 from CA$7,966
Automotive
Medic Québec
152 → 3,855 organic clicks
Health & medical
Mindbloom — Influencer marketing & paid social
CAC −25% · referrals +40%
Health & medical
Miniso — Influencer activations
7M+ views · 200+ activations
Retail & e-commerce
Miro — B2B creator marketing
20M+ impressions · 25 KOLs
B2B & SaaS
Mogu Mogu — Influencer-led high-reach campaigns
#28 → #3 · 445M+ views
Food & beverage
National Consumer Panel — UGC-driven acquisition & paid media
CPI −30% · CPA −20%
Professional services
National Debt Relief — UGC, performance creative & influencer strategy
CVR +25% · CAC −30%
Fintech & financial services
NATIVE — UGC, studio content & retouching
1,000+ assets · 50+ creators
Beauty & personal care
Nettoyage Danfour
+39% leads at −26% cost, flat budget
Home services & trades
Nettoyage Danfour — SEO
+228% organic impressions
Home services & trades
New Balance — Casting, post-production & influencer marketing
7 athletes · 750k audience
Apparel & fashion
NielsenIQ — Global UGC at scale
100 creators/mo · $20M+ media
Professional services
Nordstrom / Wildfang — Micro influencer & gifting
500+ assets · 10M+ views
Apparel & fashion
Nurse.com — Influencer-led creative strategy
200k+ users · <$0.20 CPC
Health & medical
Nuun — Nestlé — Influencer marketing & UGC
60%+ TOFU capture · +30% engagement
Food & beverage
Oever — Event promotion (Google Ads)
1,678,801 impressions · $3.05 CPM
Events & venues
Peintres Montréal — SEO
+441% sessions
Home services & trades
Peinture Marcil — SEO launch
0 → 2,176 sessions
Home services & trades
Pièces d'auto La Plaine
561 → 1,669 calls, flat spend
Automotive
Plomberial — Meta Ads
30 leads · CA$32.97
Home services & trades
Plomberial — SEO
+887% impressions
Home services & trades
Polarsteps — UGC strategy & content production
136+ assets · 60+ creators
Travel & mobility
Prépa PPL — audience launch
0 → 1,575 sessions/month
Education & training
Rail Europe — Creator-led UGC & content strategy
28+ outputs · 2 audience contexts
Travel & mobility
Réparation Toiture Montréal
Sessions 523 → 1,367 matched
Home services & trades
Santoy Calgary Painters — SEO
+46% sessions
Home services & trades
Secourisme RCR Plus — SEO
+100% impressions · clicks steady
Education & training
Slynumber — Creator strategy & paid media
90K+ installs · 20K+ signups
Consumer apps & platforms
Soffite Fascia Montréal
143,856 impressions from near zero
Home services & trades
Solution Cimex
48 → 387 calls from ads
Home services & trades
Solutions Prox-Secur — SEO
565 → 5,195 clicks
B2B & SaaS
SOS Électricien Montréal — SEO
+17% clicks · +24% reach
Home services & trades
SOS Plombier Montréal
+263% organic sessions
Home services & trades
Stone Decorative — Organic recovery and tracked calls
137 → 1,075 monthly clicks · +85% calls
Home services & trades
Sudipta Fitness
CPL $876.65 → $32.43
Health & medical
Over 253x 5-star
reviews
"Their transparency, attention to detail, and collaborative approach made them feel like an extension of our own team."
Book your strategy call today!
{"@context": "https://schema.org", "@type": "Article", "headline": "How a roofing quote marketplace launched paid search from zero", "about": {"@type": "Organization", "name": "123Couvreur"}, "author": {"@type": "Organization", "name": "Web Tonic", "url": "https://www.webtonic.io"}, "publisher": {"@type": "Organization", "name": "Web Tonic", "url": "https://www.webtonic.io"}, "description": "123Couvreur's Google Ads account produced 103 quote-request form submissions and 44 first-time phone calls across five reported months on CA$13,202 of media spend — roughly CA$128 per quote request.", "mainEntityOfPage": "https://www.webtonic.io/case-study/123couvreur-google-ads"}
.webp)
.webp)
