Stan Consulting · Industry
Construction and roofing leads look abundant until you track how many become booked jobs. The problem is usually at the campaign level - broad keywords attracting tire-kickers, landing pages with no price anchor, and form submissions going to people who cannot afford the project. Qualification is built into the campaign, not bolted on after.
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Quick answer
Stan Consulting diagnoses and rebuilds lead generation systems for construction and roofing companies: website, campaigns, qualification architecture. The $999 Conversion Second Opinion is the diagnostic-led entry. Higher-tier engagements scope on the intake call. Stan Consulting works with clients across the United States and internationally, including active engagements in New York, Texas, Los Angeles, Germany, and Israel. The office is in Roseville, California.
The problem, diagnosed
Broad targeting fills the pipeline with leads who cannot afford the project or are not ready to start for 18 months. Volume looks good. Booked jobs tell a different story.
Construction buyers need a number to benchmark against. Pages without pricing context generate curiosity calls, not serious quotes. A price range on the landing page filters for budget-ready prospects.
Roofing peaks in spring and fall storm season. Construction peaks by project type. Generic always-on budgets waste the off-season and underspend the peak window when demand is highest.
Monthly reports show leads delivered. Nobody tracks what percentage became booked projects. The metric that matters is cost per booked job, not cost per form fill.
Why campaigns fail
The same structural failures appear in contractor paid ads accounts regardless of market size or monthly budget. Each one is diagnosable and fixable before spend continues.
"Roofing contractor" and "construction company near me" pull in research traffic, competitor research, and homeowners who just started thinking about it. Without tight match types and negative keyword lists, budget burns on non-buyers.
A roofing company running the same campaign for replacement, repair, and storm damage is mixing three different buyer stages and three different price points into one message. Each needs its own campaign, landing page, and bid strategy.
Google Local Services Ads appear above regular search results for contractor queries in most markets. Not having an LSA profile means competitors get first position by default. LSA also provides Google's verified badge for additional credibility.
A search for "roof replacement Sacramento" that lands on a homepage with six services and no price context loses the visitor in seconds. Match the search query to a dedicated landing page with relevant copy and project photos.
Roofing demand spikes after hail events and in spring and fall. Construction projects have seasonal approval cycles. Flat budgets leave peak season underfunded and burn spend during slow periods when close rates are lowest.
Campaigns optimize toward leads because that is what is tracked. When lead-to-close rate is 5%, the algorithm learns to generate more leads at that quality level. Job-closed conversion tracking changes what the algorithm optimizes toward.
What the audit covers
Every construction and roofing engagement starts with a structured diagnostic. This is the framework used to identify exactly where budget is being lost before any campaign change is made.
01
Search terms reviewed for buyer intent. Research, competitor, and low-intent terms identified and added to the negative keyword list. High-intent phrases mapped to dedicated ad groups and landing pages.
02
Service type separation assessed across replacement, repair, storm damage, and other project categories. Match type audit completed. Geographic targeting verified against service area and travel radius.
03
Verification status confirmed. Review count and velocity benchmarked against top-ranked local competitors. Category selection and lead type configuration reviewed for accuracy and coverage.
04
Above-fold content, price anchoring, project photos, form friction, and mobile usability reviewed for each service-specific page. Homepages used as landing destinations are flagged and replacement pages recommended.
05
Form submission tracking confirmed in Google Ads and Google Analytics. Call tracking configuration reviewed. Feasibility of job-booked conversion events assessed based on current CRM and workflow setup.
06
Historical performance reviewed against budget allocation by month. Peak season windows identified by service type. Spend reallocation recommendations delivered to match demand curves, not calendar quarters.
Where agencies get it wrong
Most agency frameworks are built for volume, not contractor verticals. The gaps between what agencies report and what contractors actually need show up in booked job numbers.
Lead volume is a vanity metric for construction. The real number is cost per booked job. Agencies that cannot report this are not measuring what matters. Monthly lead reports with no close rate data are not an accountability structure.
Project cycle length, seasonal demand, permit-based scheduling, and subcontractor relationships affect campaign timing and messaging. Generic agency frameworks miss all of it. Roofing and construction are not interchangeable with home services in general.
Templates built for lead generation across verticals rarely include the project-photo social proof, rough pricing context, and contractor credibility signals that convert construction buyers. A page without a price range and project photos loses the serious prospect on the first scroll.
Flat monthly budgets across a business with strong seasonal demand are structurally wrong. Contractors need higher budgets during peak season and maintenance mode during slow periods - not the same number every month regardless of demand.
Scope clarity
Common questions
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Beyond the Campaign
Construction and roofing marketing problems usually come from one of three places. Campaigns targeting search intent that does not convert to qualified jobs. Landing pages that generate form fills from the wrong buyer profile. Or no system for capturing seasonal demand at the right moment.
Stan Consulting diagnoses the full lead generation system and rebuilds what is structurally broken. Website, campaigns, and qualification architecture. One engagement can produce a self-running lead generation asset.
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