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Google, Facebook (Meta) and Microsoft Ads campaigns to increase leads and clients in East Anglia, UK.

About Projects4Roofing:

Projects4Roofing is a family run Conservatory Roof Conversion specialist business in East Anglia, United Kingdom. 

Their head office is based in Newmarket, Suffolk, but P4R's team completes conservatory roof replacements throughout the entire region including Cambridge, Newmarket, Bury St Edmunds, Ely, Huntingdon, St Ives, St Neots, Royston, Saffron Walden, Haverhill, and Sudbury.

With over thirty years of experience, Projects4Roofing specializes in transforming old, unused conservatories into all-year-round spaces for families to enjoy. To make this happen, they use the Guardian Warm Roof System because they found it to be the best performing, and highest quality replacement conservatory roof on the market. This system stands out from other roofing methods because it: 

• Has fantastic insulation properties
• Helps prevent leaks, mold, and condensation
• Reduces sun glare
• Is sound and waterproof
• Has a U-value of 0.15

Projects4Roofing has become a Guardian Roof Certified Installer. In a nutshell, this means all of P4R's team has been trained specifically on installing the Guardian Warm Roof, ensuring the best result possible. They are so confident in their installations that they Guarantee them for 20 years! In addition to this, each Guardian Warm Roof comes with a 10-year product warranty.

Another distinguishing fact about Projects4Roofing is that, aiming to provide a first rate customer experience, their team takes care of any required building regulation or control. Also, they start all of our projects off with a fixed price quote that is guaranteed for a full calendar year.

Lastly, once Projects4Roofing establishes the day for a project to begin, they share with each homeowner a day-by-day schedule of works so they can plan accordingly. They keep a constant communication with them and update you as they convert each conservatory roof.

Project and Goal | Digifianz & Whitehat Collaboration:

The project's goal was to increase the number of customers through different ads platforms. In other words, generate high intention quality leads for Projects4Roofing's sales team.

For this project we have been working with our close UK partner agency, Whitehat SEO. Whitehat is an inbound marketing agency based in the West London area which offers strong insights regarding SEO in the UK market and context.

Together we are able to create strategies tailor-made to UK businesses just like the ad strategy designed and implemented for Projects 4 Roofing.

Main Challenges:

The main challenge in this project has been staying alert to changes in our audience's preferences and keyword performance. Nonetheless, our Ads team has made a wonderful job at being proactive and always staying one step ahead of possible changes.

Outcome:

Once the campaigns were launched we received significantly good outcomes, resulting in leads, MQLs, SQLs and also customers throughout the upcoming months.

*Table and graph below exhibits information of Lead performance for 2022:

Although the number of customers varies from month to month, both Facebook (Meta) and Google campaigns have provided fantastic ROI results for Projects4Roofing. 

*Table and graph below exhibits information of ROI performance for 2022:

Another interesting insight after various months of running campaigns is that, although Google is the platform which brings the most amount of leads, Facebook has lower costs and a higher contact to customer rate, which makes it a fantastic platform for Projects4Roofing. 

How we did it: Our work and HubSpot's role

• Ads Bootcamp to align project goals and set expectations: During this session, we reviewed different alternatives for building an ads strategy and offered  recommendations, based on our understanding of the client, its competitors, and needs. We also introduced a monthly budget and lead estimation for the first two months of the recommended strategy. Additionally, we explained which resources would be necessary to kick off this campaign (Landing Page, target definition, budget definition).
• Keyword analysis: Through this analysis we identified which were the top performing keywords, aiming to focus on including them in our ads.
• Campaign creation: This item included creating the corresponding Google Ads BOFU campaigns, Facebook Ads BOFU campaigns, Microsoft Ads campaigns, images and copies for each ad.

*Images below exhibit Ads used in Google and Facebook:

• Keyword optimization: Because best-performing keywords are constantly evolving, it was essential to continuously repeat the previous analysis and optimize campaigns accordingly, to keep them at their best performance.
• Ads continuous optimizations: Due to the fact that our audience's needs and preferences varied as months went by, it was necessary to adapt our ads to their needs. This resulted in changing our images and copies almost three times a year.
• Conversion Path Creation: We used HubSpot to create a Landing Page, Thank You Page and a follow up email all automated by a workflow, with the goal of transforming all visitors that came from ads, into leads.

*Image below exhibits the Thank You Email:

Guidance and Continuity

Creating and optimizing the initial campaigns for Projects4Roofing was only the beginning of our path with them. Once we had these campaigns up and running we started looking for new ways in which we could improve our client's results, and reach a higher number of customers per month.

Aiming to achieve this, we investigated new platforms and discovered that Microsoft could be a wonderful fit for Projects4Roofing. After pitching this idea to them, and a couple of months later, we decided to give this alternative a try. We built the campaign, with its corresponding Landing Page, and gave it a three month trial period.

Despite having generated one customer, and a fantastic ROI in one of these months, Projects4Roofing finally decided to pause this campaign, and allocate that budget on Google and Facebook, which were performing better.

Despite this, we believe it was insightful giving this platform a try. Today, we continue to optimize P4R's Google and Facebook campaigns, and constantly seek new ways in which we can increase their ROI and number of customers.

Conclusion

Projects4Roofing has been, and continues to be a motivating and extraordinary project, not only because of the results we have achieved, but also due to the amazing relationship we have developed with every one of their team members.

It is wonderful partnering with them because they are always open to new ideas, and always root for the best results.

We hope to continue to have them as part of the Digifianz family for many years to come!