Conversions and revenue grew with PPC and SEO alignment.
+$595,838
Total Paid Search revenue YoY, a 136% increase compared to 2022.
17x
Improved ROAS YoY from Microsoft Ads.
+151%
Increase in policy purchases from Paid Search for core insurance products.
Services
Industries
AROCON Roofing Digital Marketing Goals.
AROCON provides roofing and home improvement services across Maryland, Virginia, and Delaware. Their CEO describes the business as “Not just another roofing company”- and they have the product to back that up.
Their Roof & Gutter Tune-Up service is a completely unique product in the roofing market and is designed to replace the standalone roof repair or replacement. AROCON’s Tune-Up service can be a one-time service, or customers can opt-in to their quarterly Roof Tune-Up subscription to ensure their roof is maintained year round.
Goals
- Double the volume of Tune-Up leads in the first 60 days and scale campaigns to maximum profitability
- Lower cost-per-conversion to $100 per lead.
- Increase the volume of leads in the D.C. and Virginia markets.
The Challenge.
AROCON’s core offering was unique, but that created a challenge – there was little to no search volume for “roof tune-up” related keywords.
To generate demand, campaigns needed to perform against broader, highly competitive terms like “roof repair” and “roofing company.”
The existing account also required significant restructuring, and organic visibility for these high-intent keywords was limited, reducing overall opportunity to capture demand across both paid and SEO channels.
Our Strategy.
We focused on validating demand first, then scaling strategically across both paid search and SEO.
Initial campaigns targeted core “roof repair” keywords to test whether the Tune-Up offer could resonate with a broader audience. We paired this with a dedicated landing page that clearly communicated the value of the service and guided users toward conversion.
The results came quickly – strong engagement and a sharp increase in click-through rates confirmed that the messaging was cutting through a crowded market.
With proof of concept established, we expanded into broader keyword groups like “roofing” and “roofing company,” while continuing to refine targeting and messaging.
From an SEO standpoint, we aligned on-site content and landing pages with high-intent roofing searches, helping improve visibility for both traditional services and the newer Tune-Up offering. This supported stronger long-term demand capture alongside paid efforts.
We also expanded into additional campaign types, including competitor and remarketing campaigns, to maximize reach and efficiency.
Results.
Performance scaled rapidly across multiple areas.
Paid search drove $595,838 in revenue, a 136% increase year-over-year. Microsoft Ads delivered a 17x ROAS, while overall paid search performance exceeded return goals.
Policy purchases increased by 151%, with additional gains in specific product categories contributing meaningful incremental revenue.
Performance Max campaigns also played a key role, driving a significant share of total revenue at strong efficiency.
The biggest driver of success was the combination of a compelling, differentiated offer and a strategy aligned with how users actually search.
The result was a scalable growth engine – leveraging PPC and SEO together to drive sustained increases in conversions, revenue, and market visibility.
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