THE CLIENT
Hallmark Roofing is a professional roofing company based in Cork, covering a full range of domestic and commercial roofing services including slate repairs, chimney repairs, flat roofs, roof replacements, and emergency roofing across Cork city and the surrounding towns. A well-established business with genuine expertise and a strong reputation for quality — but when they came to us, their marketing was costing them a fortune and delivering almost nothing in return.
THE CHALLENGE
Hallmark Roofing weren't new to Google Ads when they approached us. They'd been running campaigns with a previous provider for some time. The problem was the numbers were nothing short of alarming.
They had spent close to €19,000 on Google Ads and were paying an average of €911 per lead. Per lead. For a roofing company operating in one city, that's an unsustainable cost that makes even high-value jobs barely worth winning when you factor in the marketing spend.
The reasons were textbook bad campaign management. Generic keywords with no bid controls. No negative keyword filtering — meaning they were paying for competitor searches, DIY searches, and queries that were never going to turn into a roofing job. Automated bidding with no manual oversight essentially giving Google a blank cheque. And a website that wasn't built to convert — so even the leads that did come through were dropping off before they picked up the phone.
The organic situation wasn't any better. Their website had no real SEO structure, wasn't ranking for their core services in Cork, and was doing nothing to generate enquiries independently of paid ads.
In short — they were entirely dependent on a broken paid ads system, with no organic safety net, and haemorrhaging budget every month.
THE SOLUTION
We rebuilt everything from the ground up. Not tweaked, not patched — rebuilt.
A new website built to convert
The old site was scrapped. We built a fast, professional website designed to do two things — rank on Google and turn visitors into enquiries. Dedicated service pages for every core offering: slate repairs, chimney repairs, flat roofs, roof replacements, emergency roofing, and more. Each page fully optimised with the right structure, the right keywords, and the right on-page signals for Cork local search. Trust signals throughout — branded van photography, team on-site imagery, and clear calls to action on every page to make it as easy as possible for someone to pick up the phone.
A full local SEO campaign across Cork
Rather than targeting Cork as a single location, we built out a comprehensive local SEO strategy covering Cork city and the surrounding towns — Midleton, Youghal, Kinsale, Cobh, Carrigaline, and beyond. Location pages, internal linking, H1 and H2 optimisation, and a structured content strategy that signals to Google that Hallmark Roofing is the authority for roofing services across the entire county. Six months in, they're ranking on page 1 across Cork for all their main services and the surrounding towns — consistently, not occasionally.
A complete Google Ads rebuild
We audited the existing campaigns and the problems were immediately clear. We scrapped the automated bidding approach and moved to Manual CPC — giving us full control over where every cent of budget was being spent. We rebuilt the campaign structure from scratch with tightly themed ad groups, matching specific ads to specific landing pages so the journey from search to enquiry was seamless and relevant. We built out an extensive negative keyword list, cutting out every competitor search, DIY query, and irrelevant term that had been quietly eating through budget. Every ad was rewritten to speak directly to someone in Cork with a roofing problem right now — not a generic headline that could apply to any business in any trade.
THE RESULTS
Six months of consistent work. Here's where Hallmark Roofing stands now.
Google Ads — cost per lead reduced by over 85% From €911 per lead to under €100. The campaigns have been running for 6 months and continue to perform consistently — generating high-quality enquiries for roof replacements, emergency repairs, and chimney work at a fraction of the previous cost.
Local SEO — page 1 rankings across Cork Hallmark Roofing now ranks on page 1 of Google for their core services across Cork city and the surrounding towns. Every service has visibility. Every location page is pulling in relevant local traffic. The organic presence that didn't exist when they came to us is now a significant and growing source of leads independent of any ad spend.
50+ enquiries every month from the website Calls and emails coming in consistently every month — from both paid and organic sources. Not window shoppers, not tyre kickers — enquiries for real roofing work from Cork customers who found Hallmark at the top of Google and chose them because the website gave them confidence to call.
THE OUTCOME
Hallmark Roofing went from a marketing setup that was bleeding money and delivering almost nothing, to a full-stack digital presence that generates consistent, high-quality leads month after month. Google Ads that are profitable. Organic rankings that compound over time. A website that converts. All working together as one system rather than three disconnected pieces.
That's what properly managed roofing marketing looks like.