Andes Roofing Partners with HawkSEM for PPC & More Than Doubles Conversion Rates While Cutting CPA by 50%

Residential & Commercial Roofing Company | Google Ads Case Study

About Andes Roofing

Andes Roofing is a locally owned B2C business in the residential and commercial roofing markets. They specialize in roof replacements, repairs, gutters, siding, and storm restoration in the Indiana area. With a focus on craftsmanship, reliability, and clear communication, Andes Roofing combines premium materials, industry-leading warranties, and professional service to deliver lasting protection and peace of mind for homeowners and businesses alike.

The Goal

Andes Roofing partnered with HawkSEM for help with scaling and optimizing paid search efforts via Google Ads while improving ROI.

The Challenge:

Timbuk2 came to the HawkSEM team looking to accomplish a few key goals. Namely, they wanted to increase new customer acquisition (with sustainable returns), boost their social presence, and better understand full-scale funnel touch points.

As a home services roofing company in a highly competitive market, Andes Roofing faced significant challenges with lead costs within Google Ads. Despite strong conversion rates, high competition drove costs-per-click up, resulting in unsustainably high costs per conversion.

The Results

930%

increase in conversion rate

26%

decrease in cost per lead

786%

increase in leads

The Solution

To start, the HawkSEM team knew the CPCs in this industry were high. So, we developed a diverse keyword strategy via match types and different keyword themes to control cost per click. We also included more generic terms and added in some broad match with the goal of getting CPC down.

When looking at quarter-over-quarter data, conversion rates more than doubled once we added in generic and broad match keywords, while the CPC only slightly decreased. While this may seem counterintuitive, most customers in this industry are searching because they need a roof repaired (and most likely pretty quickly). Because of that, showing up for the more commonly searched keyword helped increase conversion rates.

Pivot away from hyper-specific search terms

Include more generic keywords

Add in broad match keywords

The Impact

HawkSEM restructured Andes Roofing’s PPC campaigns by expanding keyword coverage beyond narrow exact and phrase-match service terms. Incorporating broader and more generic keywords allowed Andes Roofing to capture a larger share of urgent, high-intent search traffic.

While CPCs remained relatively flat, the implementations, pivots, and changes we made helped to drive a substantial increase in conversions as more qualified leads entered the funnel.