Case Study
Roofs of Steel
Discover how we can complement your traditional marketing strategy
Roofs of Steel is a Canadian-owned metal roofing company based out of the Ottawa area. The company’s mission is to install the highest quality steel roof on the market by using the best products, hiring the best crews, and maintaining excellent quality control measures. They pride themselves on providing great customer service while using the highest level of ethics.
Overview.
Roofs of Steel understood the value of digital marketing and the superior return on investment it can bring. While specialists in their field, they lacked the knowledge needed to maximize the results that come with digital marketing. As such, they began looking for a digital marketing agency that could help bring their online marketing strategy to life, settling on us here at Noetic Marketer!
The challenge.
Roofs of Steel had previously run digital marketing campaigns, namely Facebook Ads and Google Ads. Unfortunately, prior to working with Noetic, they were never able to realize a sufficient return on investment.
Scope of the project.
Timeline: April 2020 - Present
Services: Google Ads, Facebook Ads, landing pages, local search engine optimization services, and conversion rate optimization
Goal: Generate high-quality leads that allow for a sufficient return on investment
The approach.
First, we analyzed Roofs of Steel’s previous digital marketing campaigns, identifying problem areas and addressing opportunities for improvement. From there, we developed a brand new digital marketing strategy with various campaigns designed for success.
The strategy.
With Roofs of Steel using a multi-faceted marketing approach that included traditional marketing materials like flyers, it was important to integrate a digital marketing strategy that complimented these preexisting assets.
As such, messaging was kept similar across all platforms, ensuring potential customers would recognize the Roofs of Steel brand regardless of seeing it in print or digitally. Additionally, campaigns were optimized for phone calls, a call-to-action potential customers were used to seeing throughout Roofs of Steel’s traditional marketing channels. Finally, targeting was matched closely with Roofs of Steel’s existing clientele, ensuing the highest intent leads were seeing the digital marketing campaigns.
This strategy is currently being carried out across multiple channels, including Google Ads, Facebook Ads, landing pages, and local search engine optimization services.
Ad
campaigns
Retargeting ads
Landing Pages
Google Ads
Our Google Ads campaign focuses on high intent and competitor keywords while thoroughly using negative keywords. Using this keyword strategy, only the highest-intent, highest-quality leads are shown ads. Furthermore, we undertake monthly A/B testing to ensure our campaign continually improves, converting at an increased rate each month.
Facebook Ads
Our Facebook Ads campaign primarily focuses on retargeting those who have visited Roofs of Steel’s website or landing pages. Our retargeting campaign specifically features testimonials and value propositions that reinforce Roofs of Steel’s credibility as an industry-leading company. This messaging strategy encourages the lead to complete their journey by booking a free consultation with Roofs of Steel. Utilizing AI-driven target audiences and monthly A/B testing is also a key part of our strategy to ensure continual improvement.
Landing Pages
Complementing our Google and Facebook Ads campaigns, our landing pages are optimized for the logical next step in the lead generation process, which is to contact Roofs of Steel. Focusing on customer testimonials and Roofs of Steel’s value propositions, we are able to effectively differentiate Roofs of Steel from their competitors, ultimately increasing the conversion rate of our landing pages. Similarly, monthly A/B tests are undertaken to further optimize our results.
Local Search Engine Optimization
The final piece of the puzzle, our local search engine optimization services ensure Roofs of Steel’s local visibility remains high. Monthly content is prepared and implemented, establishing Roofs of Steel’s organic presence as active and relevant. Additionally, website audits are completed on a monthly basis, allowing us to optimize website health and rankings. Finally, Google My Business is actively managed, keeping Roofs of Steel's primary directory up-to-date.
The results
We have achieved the following results for Roofs of Steel:
27%
Helped increase sales by 27% from 2020 to 2021
20%
Increased organic leads by 20% from 2020 to 2021
56%
Increased campaign conversion rate by 56% from 2020 to 2021
185%
Improved average keyword rankings by 185% from 2020 to 2021
Testimonial.
Noetic is doing an amazing job looking after our website, online marketing, and SEO. Highly recommend this company. Would give you more details, but we are too busy because of all the leads they generate for us.
Antonia Bos Program Manager