Toitures LV · Roofing contractor · Google Ads — Search · 2026
How Toitures LV bought 428 roofing enquiries at CA$67 each
Roofing is a seasonal, high-ticket, call-driven business. Ten reported months produced 428 tracked enquiries — and the monthly series shows exactly how uneven that demand really is.
428
tracked enquiries
270 calls + 158 forms, ten months
The results, up top — every number is in the strip below
428
tracked enquiries
270 calls + 158 forms
~CA$67
per enquiry
CA$28,731 ÷ 428
270
phone calls
ten reported months
158
form submissions
ten reported months
53
calls from ads
no site visit required
01 — The challenge
A full-service roofer competing against single-service specialists.
Toitures LV installs, repairs and inspects roofs across Laval, Longueuil and Greater Montreal, with a service list that runs from residential and commercial replacement through insulation, skylights, snow and ice removal, sheet metal, thermography, soffits, fascia and gutters.
Breadth is a commercial strength and a paid-search weakness. Every one of those services has its own specialists bidding narrowly, and a generalist account that speaks about "roofing" competes badly with an ad that names the exact job the homeowner typed.
“A gutter job and a full commercial membrane replacement are not the same business. When the ad talks about roofing in general, I get calls about everything and quotes for nothing.”
Illustrative quote — written by Web Tonic to put the results above in an owner’s words. It is not a statement provided by the client.
So the account was broken apart by service line.
02 — Our approach
One account, many services, separate answers.
Service lines were separated so each ad could name the specific job — replacement, repair, inspection, snow and ice removal, gutters, sheet metal — rather than one roofing message serving every query.
Calls were treated as the primary conversion, because roofing buyers dial. 270 tracked calls against 158 forms confirms it, and 53 of those calls came straight from the ads.
Reported months only. Two of the twelve months carry almost no data in this account, and rather than average them away we report the ten months that do, as absolutes.
03 — What we did
Service-line separation, call-first conversions, reported months only.
A broad roofer made specific, one search at a time.
Service-line separation
Gave each roofing service its own answer
Replacement, repair, inspection, gutters, snow and ice removal and sheet metal were split so the ad names the job the homeowner typed.
Recreated Google Ads campaign table
Call-first conversions
Optimised for the phone, because roofing buyers dial
270 calls against 158 forms. 53 of those calls were placed directly from the ads without a site visit.
Conversion action breakdown
Seasonality
Paced budget against a genuinely uneven demand curve
The monthly series swings from 4 to 55 tracked calls. Budget followed the demand rather than the calendar.
Monthly enquiry volume
Reported months only
Did not average away the empty months
Ten months of the twelve carry real data. Those are the ten reported.
Reported months coverage
The stack we ran it on
Google Ads
Paid search
Google Ads Editor
Paid search
GA4
Analytics
Google Tag Manager
Tracking
CallRail
Call tracking
Google Search Console
Search
AgencyAnalytics
Reporting
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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