A Canberra roofing company was turning over $280K/year with 2 employees. 18 months of strategic Google Ads and Meta Ads management later, they're at $6.2M revenue with 18 staff.
Starting Point
When this Canberra roofing company engaged D1 Marketing, they had a $280,000 annual revenue, 2 full-time staff (the owner and one labourer), and relied entirely on word of mouth. The owner was working 60+ hours per week but couldn’t afford to hire without more consistent work. They had tried Google Ads once before with a $500/month budget and gotten no results.
Our Strategy: Full Funnel for Trades
Stage 1 (Month 1–3): Google Search — Capture High Intent
We started with Google Search only, targeting high-intent keywords in the Canberra/ACT region:
- “roof replacement Canberra” / “roofing contractor ACT”
- “emergency roof repair Canberra”
- “metal roofing Canberra” / “Colorbond roofing Canberra”
- “guttering replacement Canberra”
Budget: $2,500/month ad spend. Within 60 days, they were generating 15–20 roofing leads per month at $125–$165 CPL. Average job value: $4,200.
Stage 2 (Month 3–9): Meta for Awareness + Retargeting
Once Google was profitable and the business could handle volume, we added Meta Ads:
- Awareness: Before/after photos targeting homeowners in Canberra suburbs
- Retargeting: 30-day website visitors with specific quote offers
- Social proof: Video testimonials from satisfied Canberra customers
Stage 3 (Month 9–18): Scale and Specialise
- Increased Google budget to $8,500/month as revenue supported it
- Launched separate campaigns for commercial roofing (higher job values)
- Introduced seasonal campaigns (ACT hailstorm damage season)
- Added Google Local Services Ads for verified business trust
Results at 18 Months
- Annual Revenue: $6.2M (up from $280K — 22× growth)
- Staff: 18 (up from 2)
- Monthly Leads: 85–120
- Quote-to-Job Rate: 52%
- Average Job Value: $7,800 (up from $4,200 — better client targeting)
- Market Position: #1 roofing contractor in Canberra Google rankings
See our trades marketing services: Google Ads Canberra · Meta Ads Canberra
Industry: Trades / Roofing | Location: Canberra, ACT | Channels: Google Ads + Meta Ads | Result: 22× revenue in 18 months