From blind spending to 4.82x ROAS for a roof maintenance company
Axel Saerens
Roof maintenance & cleaning · Lead generation · Google Ads + tracking · 18 months
The result
4.82x ROAS
2,752 qualified leads
€29.12 cost per lead
€386K tracked conversion value on €80.1K ad spend
The problem
The client was spending on Google Ads without knowing what it returned. Consent Mode v2 wasn't set up correctly, so conversion data was disappearing. What did get tracked was polluted: phone clicks and emails counted as primary conversions, not actual leads. Without reliable data, Google couldn't optimise for lead quality.
What I did
No big bang. One step at a time, each based on what the previous data showed.
Week 1: Audit. Full analysis of existing campaigns and quick wins.
Week 2: Restructure. New campaign structure with local targeting per province.
Week 3: Landing pages. A/B tests on headlines and forms.
Week 4: Remarketing. Display and YouTube for visitors who didn't convert right away.
Ongoing: Tracking hygiene. Consent Mode v2 fixed through ConsentEase, only genuine leads as primary conversions, and 18 months of consistent optimisation on clean data.
Why it worked
Fixing measurement came first. Once Google could see which clicks became real leads, bidding could finally optimise for quality instead of volume.
"Finally a partner who understands our business. Lead quality has improved significantly."
Client, Roof Maintenance Company
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Posted Oct 27, 2026
Fixed Consent Mode v2 and conversion tracking, then optimised Google Ads on clean data: 2,752 qualified leads at €29.12 per lead.
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Timeline
Jul 27, 2024 - Ongoing
