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Highland Commercial Roofing Case Study

Highland's Google Ads Success Depsite Covid

The Company

Highland Commercial Roofing is an award-winning Guildmaster commercial roofing company that has been in business since 1991. Highland has installed more than 1 million square feet of roofing and worked with companies such as the Phoneix Hall of Fame, United Airlines, and General Motors.

The Desired Outcome

Highland Commerical Roofing worked with a Paid Media Agency that was not performing well for them and was looking for someone who could get their Google Ads account to produce for them. Their desired outcome was simple, make paid media work for us. With that goal in mind, I went to work.

The Solution

  • Account deep-dive using Excel and Pivot tables to identify what was working and what wasn’t
  • Competitive Analysis to gain a better understanding of what others were doing
  • Account rebuild based on the findings of the deep-dive and competitive analysis, which resulted in a completely new account structure

The Results

Over the next seven months after the new build was launched, Highland Commercial Roofing saw their Year-Over-Year Google Ads conversions increase by 93%, and their conversion rate increased by 157%. Highland also saw their Cost Per Conversion drop by 60%, and these results were achieved despite Covid-19’s impact on business.

How was the success achieved? Building around what had worked for Highland – from targeting, keyword usage, ad copy – and then structuring the account to maximize the efficiency of Google Ads automated bidding algorithms.


Conversion Rate

Cost Per Conversion