The client
Orca Roofing is a home-services company that lives and dies by the phone ringing. Every job starts with a lead, so the marketing that produces those leads is the most important number in the business. The trouble was, nobody could see it.
The challenge
Orca was flying blind. Tracking was broken, so form submissions and calls were not tied back to the campaigns that caused them. The team was spending across several channels with no idea which ones worked, which meant good money kept propping up the ones that did not.
What I did
I started with the data, because nothing else matters until you can trust it.
I rebuilt tracking in GA4, connected calls and quote requests to their source, and pulled everything into one Looker Studio dashboard the owner could read at a glance.
With the picture clear, I turned to the website. I reworked the quote-request flow to remove friction, sharpened the pages visitors actually landed on, and tested the messaging until more of the same traffic turned into real enquiries.
Then I moved budget off the channels that never paid and into the ones that did.
The results
- Lead conversion rose 41% from the same traffic once the site did its job.
- Cost per lead dropped 38% as spend shifted toward what worked.
- Orca finally had one honest view of its marketing, and the confidence to invest behind it.
We finally trust our numbers, and the phone rings more because of it.
Better data did not just tidy the reporting. It changed where every dollar went.
Guessing which marketing actually works? Book a free consultation and I’ll help you see it clearly.