£97,000 closed in the first 60 days.

Starting point

Full roofs since he left school, and a mixed bag from marketing.

Paul Doolan has been stripping and re-slating roofs since he left school. TradeTech, the Glasgow firm he runs with John Bell, is built for one thing: full roof replacements, with the fascias, soffits, guttering and leadwork that come with them. They are not a repair outfit, and lead sources that send repair jobs simply waste their time.

Paul had worked with several companies doing broadly what we do, with what he calls a mixed bag of results. He found us through a few searches and LinkedIn, did his own digging, and liked what he saw. What tipped it was the backstory: our founder grew up on roofs, working in his dad’s roofing firm from the age of eleven. Paul wanted someone who actually knew the industry rather than an agency running the same template it runs for dentists. One intro call later, we took it from there.

What we built

The full system, switched on in three days.

• Meta ads with multiple creatives tested. Real jobs and real faces from TradeTech’s own work across Glasgow and Lanarkshire, refreshed as results came in.
• A custom landing page with a quiz funnel. Roof type, postcode, urgency. Built to filter for the full roof replacements TradeTech actually wanted, so repair-hunters rarely reached the calendar.
• AI follow-up on the backend. Replies in seconds at any hour, chasing the non-bookers and reactivating leads that went quiet.
• The full CRM with the LeadConnector app. Paul and John talk to every enquiry from their phones, between jobs, rather than from a laptop at nine in the evening.
• Three days from onboarding call to fully live. The ads were running about 30 hours after they sent us their photos.

What changed

£2,976 in. Around £97,000 back.

The first appointment was booked on the very first day live. That lead priced up as a roofline job, then the lads found rot right around the roof once they got on site, and it turned into a substantial full job. They finished it just before we filmed, customer extremely happy.

Across the first two months the ads produced 58 leads on £2,976 of spend, about £51 a lead. Of those, 38 became booked appointments, roughly two in every three, at around £78 an appointment. Paul puts about 90% of the leads as exactly what TradeTech want, most of them full roofs.

Month one closed at roughly £60,000. By the end of month two the total stood at around £97,000 of work won, about a 32× return on the ad spend. The diary is now booked roughly eight weeks ahead, and Paul’s biggest problem has changed shape entirely: he is working out whether to come off the tools to keep up with the quoting.

Why it worked

The filter did the sorting. The system did the chasing.

• The quiz matched the business. TradeTech only wanted full roof replacements, so the funnel filtered for them. That is why nine in ten leads were worth Paul’s time.
• Speed from day one. Replies inside seconds and same-day booking turned the very first lead into the very first appointment.
• Booked around the real diary. When the quoting stacked up we blocked out Wednesdays so Paul got his time back. The system adapts to the business, not the other way round.
• A direct line to every lead. The LeadConnector app means Paul and John message enquiries from the scaffold. Nothing waits until the evening.
• Honest expectations. Paul will tell you himself that it is a proper outlay. He will also tell you, on camera, that the outlay was worth it.