A roofing and siding contractor in Illinois, running Google Ads alongside a website consolidation over twelve months.

The headline figure is not the annual total. It is that the account produced roughly 68 leads a month through November to February, the stretch when most roofers go quiet and most roofing ad accounts get switched off.

The problem

Roofing demand collapses in winter in a northern market, and the standard response is to pause advertising until spring. The problem with pausing is that campaigns lose their learning, competitors consolidate position, and restarting costs more than maintaining a reduced presence would have.

This contractor also operated two separate company websites. Two sites competing for the same searches split the authority that should have been concentrated in one, so neither ranked as well as a single stronger site would have.

What we did

  • Kept search running through the off-season at a level that held position, rather than switching off and restarting cold in spring.
  • Merged the two company websites into one, mapping every URL from the retired site to its replacement so the accumulated search equity transferred instead of being abandoned.
  • Concentrated service and service area pages on the surviving site, so one page per search rather than two competing versions.
  • Tracked calls as conversions alongside forms, since roofing enquiries arrive by phone more often than not.

Winter was the result, not the gap

Across the twelve months the account produced more than 550 leads and more than 100 calls at an average cost per lead of about $63, from more than 6,700 clicks.

The distribution is the part worth noting. Roughly 68 leads a month came in across November to February — the months most roofing accounts are dark. Staying visible while competitors paused meant less auction pressure and a steadier cost per lead than the same spend would have bought in spring.

Why merging two sites was worth the risk

Running two company sites feels like two chances to be found. In search it is the opposite: the two pages compete, authority is split between them, and neither ranks as well as one consolidated site would.

The risk in merging is losing what the retired site already ranked for, which is why the redirect map is the whole job. Every URL on the retired site was pointed at its replacement before cutover and verified afterwards, so the equity moved rather than evaporating.