Multi-Channel PPC Restructure Drives +89% YoY Growth

The Challenge

Roofglaze’s PPC account mixed brand, partner, and generic keywords in the same campaigns. Partner-branded traffic was inflating conversion numbers while consuming budget that should have been driving new customer acquisition. The attribution model obscured true campaign performance.

Our Approach

We restructured the entire account around intent signals and traffic quality.

What we did:

• Separated brand, partner, and generic keyword campaigns with distinct budgets
• Isolated partner-branded traffic with strict bid caps to prevent budget bleed
• Matched high-intent generic traffic to purpose-built landing pages
• Refreshed all ad extensions and rebuilt conversion tracking from scratch

The Results

• +89% YoY increase in leads and purchases — the restructure unlocked performance that was always there
• Ad spend increased by only 10% — the growth came from efficiency, not budget
• Clean attribution finally showed which campaigns were genuinely driving new business vs. cannibalising existing demand