28 booked quotes in a single month.

Starting point

A ten-year roofer who was tired of chasing his own enquiries.

Ace Roofing Services was not a business in trouble. Zak had a decade behind him, a solid local reputation and steady work. The problem was rhythm. Work arrived in lumps, and the admin around it landed on him personally, in the evenings, after a full day on site.

He was not looking for a marketing campaign so much as a system that would keep the diary sensibly full and answer people faster than he could. He was also, quite reasonably, sceptical. He had heard the pitch before.

What we built

Fourteen creatives, a filter, and follow-up that never sleeps.

• Local angles across 14 tested creatives. Northampton, Kettering, Bedford, Wellingborough. Homeowners respond to a roofer who names their town, not a generic county-wide ad.
• A quiz funnel filtering for real intent. Repair or replacement, property type, postcode and ownership, all before anything reached the calendar.
• AI follow-up booking around the clock. Evenings and weekends included, which is when most homeowners actually fill in a roofing form.
• Everything under Ace’s own brand, in Zak’s own ad account, so the enquiries were his and no one else was sold the same lead.

What changed

Nearly nine in ten enquiries became a booked visit.

In the month from 28 April to 31 May, £1,666.53 of ad spend produced 32 website leads at £52.08 each. Of those, 28 turned into scheduled appointments at £59.52 each. That is an 88% lead to booking rate, which is unusually high and is almost entirely down to how fast the follow-up moves.

The practical difference for Zak was not the volume so much as the predictability. Site visits arrived as calendar entries with a date, a time and a job type attached, rather than as voicemails to return between jobs. He stopped being the bottleneck in his own enquiry process.

We are deliberately not putting a revenue figure on this one. Ace’s work in this window was honest repair and replacement rather than the large full-roof jobs you see in the TradeTech case, and Zak did not share job values with us. The appointment volume is the claim, and it stands on its own.

Why it worked

Speed, locality, and not pretending it was something else.

• Town names beat county names. Splitting creative across four local areas outperformed anything generic, and gave us fourteen things to compare rather than one.
• The follow-up was the product. An 88% booking rate is not an advertising result, it is a response-time result. Nothing sat waiting for Zak to get off a roof.
• The filter kept it honest. Qualifying on job type and ownership up front meant the 28 bookings were 28 real visits, not 28 phone numbers.
• We matched the business he has, not the one a case study would prefer. Ace does repair and replacement work. We ran for that, rather than pushing him towards jobs he does not want.