May 9, 2025
Crestline Roofing — $46,000+ Generated in Campaign Six
How we built a full-stack acquisition engine for Crestline Roofworks — and turned a word-of-mouth roofing business into Melbourne's fastest-growing digital roofing brand.
🔗 See the landing page we built for Crestline Roofworks → crestlineroofworks.framer.website
The Problem
Crestline Roofworks had everything a roofing company should have — over a decade of trust, licensed tradespeople, five-star reviews from homeowners across Melbourne's east, and a reputation that builders quietly passed between each other like a secret.
But online? They didn't exist.
No Google Ads presence. No Meta strategy. No SEO footprint. Their website was functional but invisible — buried under competitors spending five figures a month on paid traffic while Crestline relied entirely on referrals and repeat business.
The phone still rang. But it rang on someone else's schedule. And for someone at Crestline's level — that's a leak, not a pipeline.
The Real Issue
When we ran the initial audit, the gap was obvious.
Crestline was losing high-value residential and emergency roofing jobs to companies with half the experience but twice the visibility. Homeowners searching "roof repair Melbourne" or "gutter replacement near me" were landing on competitors who looked more established — not because they were, but because their positioning said so.
The trust was there. The proof was there. The demand was there. The system to capture it wasn't.
What We Built
We engineered a full acquisition engine across three channels — Google Ads, Meta Ads, and SEO — designed to own every stage of the buyer journey.
Google Ads: We launched search campaigns targeting high-intent keywords — emergency roof repairs, gutter replacements, re-roofing quotes, and storm damage response across Melbourne's eastern and south-eastern suburbs. Every campaign was built around urgency and trust signals. No generic ads. No wasted spend on tyre-kickers.
Meta Ads: We ran a layered funnel — top-of-funnel brand awareness showcasing Crestline's completed projects and before/afters, retargeting warm audiences with social proof, and conversion campaigns driving quote requests directly into their pipeline. Creative was refreshed every two weeks. Every angle tested.
SEO: We restructured their site architecture, optimised service pages for local intent, built out suburb-specific landing pages, and established consistent citation profiles. Within four months, Crestline ranked on page one for 12+ high-value roofing terms they'd never appeared for.
Campaign Six — The Numbers
By the time we hit the sixth campaign cycle, the machine was dialled.
$46,000+ in tracked revenue generated.
Here's what that looked like:
Google Ads ROAS: 4.7× on a $4,200 spend
Meta Ads: 38 qualified quote requests, 14 converted to booked jobs
SEO: Organic traffic up 340% since month one — now driving 30%+ of all inbound leads without a cent in ad spend
Average job value: $3,200+
Cost per qualified lead: $47 across all channels
Pipeline value (open quotes): $61,000+
The numbers compound. Campaign one generated $6,400. Campaign three, $19,000. By six, the system had enough data, creative iteration, and algorithmic trust to operate at scale.
This isn't a spike. It's a trajectory.
What Changed
Crestline went from zero digital presence to the most visible roofing brand in Melbourne's east — in six months.
Their calendar went from reactive to controlled. Jobs aren't chased anymore — they're selected. Emergency callouts, full re-roofs, gutter replacements — the leads arrive pre-qualified, pre-educated, and ready to book.
The team went from answering cold calls to managing a waitlist.
We didn't change the business. We changed who found it — and how fast they moved.
The Takeaway
Most roofing companies think marketing means a Yellow Pages listing and a van wrap. The ones winning right now have acquisition systems running behind the scenes — capturing demand at the exact moment a homeowner needs them.
Crestline had the reputation. We built the engine that matched it.
$46,000 in campaign six. $130,000+ total revenue generated across all six cycles. Zero upfront cost to the client.
The pipeline doesn't stop building.