V'NIA
Cost per conversion cut from about $1,000 to under $150 in four months.
SkyCrest runs two roofing brands, Anthony C. Leonard Roofing and Bulldog Roofing. V'NIA took over paid search and tracking for both and turned under-performing, poorly tracked accounts into a steady source of verified leads.
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Spend was producing few leads, and nobody knew which were real.
- No access to key accounts. Ad, analytics and listing accounts were scattered or locked.
- Broken tracking. Conversions were missing or miscounted, so Google was bidding on bad data.
- Website blockers. Site issues stopped the optimizations needed to lower cost per lead.
- Stalled Local Services Ads. Both brands were getting essentially zero charged leads through early March.
- 01
Secured account access
Across Google Ads, Local Services Ads, GA4 and both websites, so changes could actually ship.
- 02
Rebuilt tracking end to end
Google Tag Manager and GA4 set up properly, with CallRail connected so every call and form fill is attributed to its source and scored for quality.
- 03
Fixed Local Services Ads for both brands
Got both accounts live and delivering charged leads again.
- 04
Restructured Google Ads
Campaigns rebuilt around the services and areas that convert, so smart bidding works from accurate conversion data.
- 05
Resolved website issues
Cleared the site problems that had been blocking campaign optimizations.
Straight from the accounts.
| Source | Raw | Qualified |
|---|---|---|
| Google Ads | 25 | 18 |
| Direct | 6.5 | 3 |
| Google Organic | 6.5 | 3.5 |
| Google Business Profile | 4 | 2 |
| Bing Organic | 2 | 1 |
| DuckDuckGo Organic | 1 | – |
| Print Ad | 1 | – |
| Total, all sources | 52 | 28.5 |
CallRail uses 50/50 attribution, so a lead touching two sources counts as half a lead in each.
Fix measurement before you spend more. Clean data, not a bigger budget, is what let Google find real customers.
Your brand could be the next case study.
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