Client: Summit Ridge Roofing · Market: Denver, CO Metro · Timeframe: 60 Days
Summit Ridge Roofing had been running Google Ads for nearly two years when they came to Below Zero Media. They were spending $14,000 per month and generating leads — but something felt wrong. The owner, Marcus, couldn't tell which leads were coming from ads versus his referral network. His previous agency sent him a monthly PDF report with impressions and clicks, but no conversion data that tied back to actual revenue.
When we ran our initial audit, the scope of the problem became clear immediately. The account had over 3,400 active keywords across a single broad-match campaign with no negatives list. The ads were showing for search terms like "how to repair shingles yourself," "roofing safety harness Amazon," and "roofing license exam Denver" — none of which would ever convert into a paid job. The account had zero conversion tracking. Not misconfigured — completely absent.
Marcus was paying $187 per form fill on average, based on what he could piece together from call logs and form submissions. His industry benchmark (residential roofing in a competitive metro) should be $40–$70 per qualified lead. He was 2.5x over that benchmark, and he had no idea because his previous agency never told him.
We don't patch broken Google Ads accounts — we rebuild them. The architecture was too far gone for incremental fixes. Here's what the rebuild included:
Before touching a single keyword, we implemented GTM-based conversion tracking with phone call tracking (30-second threshold), form submission goals, and a quote request micro-conversion. We created a Google Ads conversion action tied to each, with proper attribution windows. No data, no decisions — this is non-negotiable.
| Metric | Before BZM | After 60 Days |
|---|---|---|
| Monthly ad spend | $14,000 | $11,200 (optimized) |
| Cost per lead | $187 | $43 |
| Leads per month | ~75 (untracked) | 261 (verified) |
| ROAS | 1.8x (estimated) | 4.2x (measured) |
| Negative keywords | 0 | 340 |
| Conversion tracking | None | Full GTM stack |
| Active campaigns | 1 (all keywords) | 4 (segmented by intent) |
"We were hemorrhaging money on Google Ads for two years and didn't even know how bad it was until BZM ran their audit. They showed us exactly where every dollar was going — and within 30 days the numbers turned around completely. Our cost per lead went from over $180 down to the low $40s. That's not a rounding error. That's our whole business model changing. We hired two more crews because of the lead volume increase." — Marcus T., Owner, Summit Ridge Roofing · Denver, CO
Summit Ridge's situation is not unusual — it's the default state of most Google Ads accounts managed by generalist agencies who treat PPC as a set-and-forget channel. The three warning signs: no conversion tracking, broad match keywords with no negatives, and monthly reports that show impressions and clicks but never revenue or cost per acquisition.
If your agency can't tell you your cost per acquired customer within 30 seconds, that number either doesn't exist or they don't want you to see it. Neither is acceptable.
Below Zero Media leads every new client engagement with a 200-checkpoint paid media audit. We show you the math before we ask for a dollar. If the opportunity isn't there, we'll tell you that too.
We will audit your paid media account free of charge and show you exactly where spend is wasted, what your real cost per lead should be, and how to close the gap — with no obligation to hire us.
Get Your Free Paid Media Audit →