A closer look at the work, with the numbers straight from the dashboards.
A 30-day organic content trial on Instagram. No ad spend, no paid amplification, just a Reels-first content system built for discovery. 97.9% of viewers were non-followers: over half a million views of net-new attention.
This case study is shown in collaboration with CNE Media. The full write-up, including the weekly Google Ads data, lives on cnemedia.org.
A one location roofing company with a crew of 6 to 8, almost all its work from referrals. Google search ads and Local Services Ads ran across eight central PA counties. Halfway through, the landing page was cut down and the copy changed to highlight what his best customers actually chose him for. Same campaign, same keywords, before and after.
10 conversions from about 277 clicks. Two of the 10 were unqualified metal painting inquiries.
21 qualified conversions from about 164 clicks. None were unqualified.
Conversion rate here means calls and form fills divided by clicks, from the Google Ads dashboard. Search campaign only, Local Services Ads not included.
Asphalt Shingle Roofing
The Only Central PA Roofer With The Owner On-Site Every Job
The keywords were identical in both periods. The landing page and its headline changed on the same day, so there is no way to say which one deserves the credit. The new page was shorter, mobile friendly, and highlighted the transparent, fully itemized estimate process.
| Channel and period | Ad spend | Qualified leads | Cost per lead |
|---|---|---|---|
| Search ads, Sep 1 to Oct 31before the page rebuild | $4,634 | 8 | $579 |
| Search ads, Nov 1 to Dec 22after the page rebuild | $3,618 | 21 | $172 |
| Local Services Ads, Nov 1 to Dec 22Sep and Oct spend not tracked here | About $3,358 | 35 | About $96 |
From the Google Ads dashboard and the Local Services Ads dashboard. A qualified lead is a genuine call, form fill, or LSA message, judged with the owner each week. Ghost and scam leads were removed.
The main run was about 52 days. On December 22 the owner paused the search ads because he could not fund the ad budget. After a restart, search brought in 1 qualified lead in about three weeks, he paused again, and the project ended. The Local Services Ads kept running at a lower budget.
Rubicon is producing videography and photography content for Realtor Subhan Mahmood at the Shabana Pathan Group, a full-service real estate team representing buyers and sellers of residential, luxury, and commercial homes across the Lehigh Valley and the wider Pennsylvania, New Jersey, and New York markets.
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We handle their listing walkthroughs, property photography, and brand content, so every home is presented at its best.
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