CASE STUDY • JERSEY
Amber Roofs — Google Ads, +37% leads
The challenge — a Jersey roofing company needing more leads
Amber Roofs is a family-run roofing company based in Jersey, serving homes and commercial properties across the island. Despite strong word-of-mouth and years of reputation, they faced a common problem for Jersey trade businesses: not enough qualified enquiries during the quieter months, and no consistent, predictable way to reach new customers beyond referrals. They needed a steady, measurable pipeline of leads from homeowners actively searching for a roofer in Jersey — and they needed it to work.
The challenge — a Jersey roofing company needing more leads
Amber Roofs is a new roofing company based in Jersey, serving homes and commercial properties across the island. Despite strong word-of-mouth and reputation, they faced a common problem for Jersey trade businesses: not enough qualified enquiries during the quieter months, and no consistent, predictable way to reach new customers beyond referrals. They needed a steady, measurable pipeline of leads from homeowners actively searching for a roofer in Jersey — and they needed it to work.
Step 1 — Local keyword researchWe started with what Jersey homeowners actually type into Google: „roofer in Jersey”, „roof repair St Helier”, „flat roof replacement Jersey”, „chimney repair Jersey”. No generic UK-wide keywords. No guesswork. Every keyword was chosen because a Jersey homeowner with a leaking roof would type it.
Step 2 — A purpose-built landing pageInstead of sending Google Ads traffic to the generic Amber Roofs homepage, we built a dedicated Jersey roofing landing page with a single clear action: „Get a free quote”. Photos of local Jersey projects, real testimonials from St Helier and St Aubin customers, and a form that takes 40 seconds to fill out. Conversion rate went up accordingly.
Step 3 — Geo-targeting the islandJersey is small — 45 square miles. But Google Ads default settings would happily spend the budget on clicks from Guernsey, the UK mainland, or even France. We locked targeting to a tight radius around Jersey, adjusted bid modifiers for parish-level data, and excluded clicks from mobile users outside the island during work hours.
Step 4 — Weekly optimisation, monthly reportingGoogle Ads isn't „set it and forget it”. Every week, we reviewed search query reports, added negative keywords, adjusted bids, tested new ad copy. Every month, Amber Roofs received a plain-English report: leads, cost per lead, what worked, what didn't, what we're testing next. No jargon, no vanity metrics.
The results — three months of data
The campaign launched in may 2025. Within three months, the numbers spoke for themselves: enquiries up 37%, average cost per lead dropped to £12, and conversion rate from landing page to form submission hit 74%. Most importantly — the leads were qualified. Real Jersey homeowners, with real roofs, with real projects.
