Cost per booked inspection cut from $287 to $91
A Chattanooga roofer was burning Google Ads budget on clicks that never became appointments. Restructuring the account tripled efficiency on the same spend.
The situation
Lookout spent about $5,500 a month through a national vendor. The dashboard was full of green arrows and the schedule was not full.
The owner asked the one question the vendor could not answer: how many roofs did we sell from this?
The problem
The account was optimized for clicks, not booked inspections. Conversion tracking counted every call over 15 seconds, including wrong numbers.
Broad match with no negative list was buying DIY and hiring searches, and every ad pointed at the homepage.
The work
The results
Measured in Google Ads with corrected tracking, reconciled against signed contracts.
Cost per booked inspection fell from $287 to $91. Wasted spend dropped 64%. ROAS reached 4.6x against signed jobs.
Storm months skew roofing badly; this window included one hail event, which we called out rather than buried.
Same budget. We just stopped paying for people who were never going to buy a roof.
