38% Less Spend, 11.7% Lower Cost per Lead: How Smarter Messaging Boosted ROI
By EmoryDay
June 9, 2025
4 Minute Read
In a competitive service industry like roofing, getting the message right isn’t just important—it’s essential. For The Shingle Master, Spring 2025 presented an opportunity to refine their approach. Faced with signs that their existing ad copy wasn’t resonating with homeowner urgency or clearly differentiating their value, the team made a bold, strategic pivot at the end of April. What followed in May was a compelling case study in how focused messaging, data-driven decisions, and smarter spending can dramatically enhance marketing performance.
Challenge
At the end of April 2025, we made a strategic update to The Shingle Master’s advertising copy. After reviewing performance metrics and customer behavior throughout the spring, it was clear that the existing messaging wasn’t speaking strongly enough to homeowner urgency or clearly communicating The Shingle Master's value.
In May, we saw the results of that shift—and they were significant.
38% Less Spend, 100% Smarter Ads
One copy change drover higher conversions and lower costs.
Our Strategy
To address this, we overhauled the advertising copy with a sharper, more action-driven approach. Instead of a broad message about roofing services, we leaned into:
- Seasonal urgency – highlighting why homeowners needed to act now
- Trust drivers – emphasizing certifications, warranties, and credibility
- Stronger calls-to-action – making the next step obvious and easy
We also optimized budget allocation by eliminating underperforming headlines and placements based on April’s performance data. Every dollar was reassessed for impact.
Results
The results from May spoke for themselves—even though we had 41% fewer website visitors compared to April:
- Ad spend dropped by 38%
- Conversion rate jumped from 5.8% to 8.0%
- Cost per conversion fell by 11.7%
Fewer clicks didn’t mean fewer opportunities—in fact, it meant better ones. The visitors we did attract were far more likely to engage, with stronger intent and clearer motivation. This shift led to higher ROI and less budget wasted on low-quality traffic.
Conclusion
May 2025 proved that effective marketing isn’t always about driving more traffic—it’s about attracting the right traffic. With targeted messaging and data-backed decisions, The Shingle Master transformed their campaign into a leaner, more efficient machine. The result? Fewer visits, more leads, and a smarter path to growth.
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