Case Study

What Are the Differences between Call Ads and Landing Page Ads

In the dynamic world of roofing digital marketing, selecting the right type of ad can mean the difference between the success and failure of a campaign. At Profit Roofing Systems, we understand this deeply. It’s why we’ve prepared another insightful case study to help you.

This case study showcases how we successfully undertook a client’s challenges during a period of high demand in October using Call Ads and Responsive Search Ads (RSA). We’ll walk you through the specific tactics we employed, the results we achieved, and lessons learned that can benefit any business, particularly those in need of roofer marketers.

The Difference Between Call Ads and RSA Ads

When crafting an advertising strategy for our client, we had to understand how Call Ads and Responsive Search Ads (RSA) work and when to use each type effectively.

Call Ads – Focus on Urgency

Call Ads are designed for immediate action, enabling users to directly contact a business via phone. These ads are ideal for situations where users need a quick response and a simple solution without extensive research.

In this campaign, Call Ads played a key role in managing the challenges posed by high demand.

In the screenshot below, you can see an example of an ad from our client’s campaign.

Screenshot 1 showcases a clearly designed ad with a prominently displayed phone number and a call-to-action (CTA). This simple yet effective ad design generated a significant number of phone inquiries. Potential clients were making decisions quickly and directly contacting the client’s call center.

Responsive Search Ads (RSA) – Informed Decision-Making

For users who needed more information before making a decision, we used Responsive Search Ads (RSA). These ads allow Google Ads to automatically mix and match headlines and descriptions, creating personalized ad variations tailored to users’ specific search queries.

In the screenshot below, you can see an example of an RSA ad from our client’s campaign.

These ads were used for services that required a more detailed explanation. Potential customers were informed about the competitive advantages of our client.

The Client’s Challenge: Managing Increased Demand

In October, the client experienced a significant increase in inquiries through various channels.

We encountered two issues:

A high volume of phone calls put pressure on the call center, which was operating at full capacity.
A backlog of web inquiries submitted via forms, leading to delays in lead follow-up.

This issue could have negatively impacted the client’s reputation, as potential customers might not have received timely responses. The analysis of lead numbers for October, shown in the screenshot below, highlights a not-insignificant increase in phone inquiries compared to form submissions, emphasizing the need for a strategy change.

The Solution: Zeroing in on Call Ads

To address these challenges, we adjusted our strategy to focus on Call Ads.

This shift allowed us to:

Ensuring immediate appointment scheduling and reducing response delays by directing traffic to the call center.
Streamlining follow-ups and improving lead nurturing efficiency by reducing web form leads.

This adjustment maximized the call center’s capacity while maintaining a high level of customer satisfaction.

Campaign Results

The strategic pivot delivered outstanding results:

7x Increase in Phone Leads: Compared to web form submissions.
Reduced Lead Follow-Up Delays: Real-time responses to inquiries.
Conversion Rate Growth: From 21% to 32%, as leads turned into scheduled appointments.

These results underscore the importance of adapting digital marketing strategies to the client’s circumstances and needs.

Key Lessons Learned

Flexibility is Key: Adapting campaigns in real-time proved essential for meeting demand surges.
Optimizing Resources: Properly channeling leads reduced team pressure and improved internal organization.
Data-Driven Decisions: Analyzing performance metrics enabled smarter adjustments and better ROI (Return on Investment) in Google Ads for roofing.

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Conclusion

The combination of Call Ads and Responsive Search Ads (RSA) can enhance the effectiveness of your campaigns, but timely strategy adjustments are still needed.

This case study illustrates how our tailored solutions helped our client achieve better results while maintaining customer satisfaction.

For businesses, especially those looking for lead generation ads through Google Ads for roofers, this approach demonstrates the value of call ads for urgent inquiries, landing page ads for detailed exploration, and PPC advertising to optimize budget and ROI.

If you’re ready to unlock the full potential of your roofing marketing agency campaigns with a customized Google Ads strategy, book a FREE call today. Together, we’ll dominate the market and achieve your goals!

If You Want To Know More, Just Schedule A FREE STRATEGY SESSION With Us!