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EdgeROI Analysis · May 2026
North Jersey Roofing Co.
Monthly ad spend optimization report — $3,000 budget across Google Ads + Meta Ads
$3,000/mo budget Google Ads Meta Ads Goal: Qualified Leads Report #001
Optimization Score
58 /100
Before optimization
💰
Budget Allocation
$3,000/month

Current Allocation

Google Ads (Broad) $1,200
40%
Google Ads (Search) $600
20%
Meta Awareness $900
30%
Meta Retargeting $300
10%
Total $3,000/mo

Recommended Allocation ✦

Google Search (Emergency) $1,350
45%
Google Ads (Brand) $300
10%
Meta Awareness $450
15%
Meta Retargeting $450
15%
Paused (Save) $450 freed
15%
Effective budget $2,550/mo
📈
Expected Improvement
Projected range
CPA Reduction
15–25%
Cost per qualified lead
↓ Lower cost
Lead Volume
+30–45%
Qualified leads/month
↑ More leads
Monthly Savings
$450
Freed from wasted spend
Reinvest or pocket
Search Impression Share
+22%
Emergency roof queries
↑ More visibility
Current Opt. Score
58
Out of 100
↓ Needs work
Projected Score
84
After implementation
↑ +26 points
🔥
Waste Detected
Monthly Waste
$810
27% of budget
Google Broad Match over-spend — "roof repair NJ" matches irrelevant searches. $390/mo burning on zero-conversion clicks from outside service area.
Meta Awareness mismatch — broad cold audience with no location targeting refinement. $420/mo reaching people 100+ miles away who will never call.
Underinvested retargeting — only 10% to people who already visited your site. These are your hottest leads and you're almost ignoring them.
📋
7-Day Action Plan
Week of May 12–18, 2026
1
Pause the broad-match drain — Day 1
Log into Google Ads. Navigate to "NJ Roof Repair — Broad" campaign. Change status to Paused. This alone stops $13/day in waste immediately. Takes 3 minutes.
Do Today Google Ads
2
Tighten Meta audience radius
In Meta Ads Manager, edit your "Homeowner Awareness" audience. Change location targeting from "New Jersey" (state-wide) to "25-mile radius around your business address." Reduce daily budget from $30 to $15.
Meta Ads Budget
3
Launch Emergency Roofing Search campaign
Create new Google Search campaign targeting exact-match keywords: [emergency roof repair north jersey], [roof leak fix NJ], [roofing contractor near me]. Set daily budget $45 — this is your highest-intent traffic. Write 3 ads leading with "24-hour emergency response."
Google Ads
4
Build retargeting audience in Meta
Create Custom Audience: "Website visitors — last 30 days, excluding converters." Create a new retargeting ad set with $15/day budget. Use social proof creative: photos of completed jobs with testimonials. This captures warm leads who already considered you.
Meta Ads +$150 allocated
5
Add 20 negative keywords to Google
In your remaining Google campaigns, add negative keyword list: [DIY], [how to], [cheap], [free estimate template], [commercial], [apartment], [rental]. This stops showing your ads for searches that never convert for residential roofing.
Google Ads
6
Review first 3-day data, adjust bids
Check the Emergency Search campaign CTR and CPC. If CTR > 8%, increase daily budget by 20%. If any ad group shows CPC > $45 with zero conversions, pause it and add those terms as negative keywords.
Review
7
Baseline report and week-2 projection
Export 7-day performance data. Compare: (a) total spend, (b) leads generated, (c) cost per lead. By now you should be seeing lead costs 15–20% below your 30-day average. Upload data to EdgeROI for next week's recommendations.
Measure Full cycle
🧠
Strategic Rationale
🎯
Why increase Google Search (Emergency)?
Emergency roof repair is a high-intent, high-urgency query. People searching this have a leaking roof right now. They're not comparing prices — they're calling the first credible result. Your CPC is higher ($35–55) but your close rate is dramatically better. This is where the money is.
📉
Why cut Meta Awareness spending?
Awareness campaigns build brand recognition over time — valuable, but not what drives leads this month. For a local roofing business, people don't hire a roofer because they saw a Facebook ad last Tuesday. They hire the one they remember when the roof leaks. Reduce awareness, invest in capturing the moment of need.
🔄
Why triple retargeting budget?
People who visited your site already know you exist and were considering calling. Your retargeting audience is 30x warmer than cold traffic. Yet you were only spending $300/mo here. Raising it to $450 and adding job photos with testimonials converts fence-sitters into booked jobs.
🚫
Why pause the broad campaign entirely?
Your Google Broad Match campaign is matching queries like "how to fix roof yourself," "roof repair costs," and queries from outside North Jersey. Zero of these convert. It's a $390/mo donation to Google. The emergency and brand campaigns cover all your valuable impressions without the waste.
⚡
EdgeROI Analysis
Plain-English Summary

Right now, $810 of your $3,000 budget is burning with nothing to show for it. Your broad Google campaigns are matching searches from people who will never hire a roofer — DIY enthusiasts, people in Pennsylvania, commercial property managers. Meanwhile, your retargeting is barely funded, which means the people who've already visited your website are slipping away to competitors.

"The fix isn't to spend more — it's to spend in the right places. This reallocation keeps your total budget the same while dramatically increasing the percentage that reaches someone who might actually call you."

The core move: shift money from broad awareness to high-intent search and retargeting. "Emergency roof repair North Jersey" is a query from someone whose ceiling is dripping. They will call the top result. Getting in front of them costs more per click, but they convert at 4–6x the rate of your current traffic.

The retargeting play is equally important. People who visited your site are already sold on the idea of calling a roofer — they just haven't decided on you yet. A $15/day retargeting campaign with job photos and testimonials keeps your name top-of-mind and closes a significant portion of those warm leads. Current conversion rate from retargeting audiences in home services is typically 3–5x better than cold audiences.

Implement the 7-day plan above and you should see measurable results within the first week. By Day 7, you'll have clean data to validate the approach and make your Week 2 allocation decisions.

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