Who they are
Glick’s Exteriors
Glick’s Exteriors installs high-end residential and commercial roofing, siding, windows, and doors throughout the Greater Philadelphia area. With strong Amish principles as the company’s backbone, Glick’s delivers exceptional service in every job they take on.
Raised with a deep appreciation for quality craftsmanship and integrity in their work, founding brothers Sam and Chris have grown Glick’s Exteriors into a household name, landing them on the Qualified Remodeler Top 500 list three years and counting.
Results :
$1.8M+
Revenue from PPC Leads
2X
Higher AJS from PPC Leads
6%
Cost of Marketing
The Problem:
Challenges With Previous Vendor
Prior to 2022, Glick’s Exteriors worked with a local marketing company to manage their website and pay per click ads. Within a few months, they realized this marketing vendor wouldn’t be a long-term fit for several reasons:
1. Lack of Collaboration
There was little to no collaboration between the team at Glick’s Exteriors and their marketing vendor. The relationship was very transactional and lacked the planning, teamwork, and strategic thinking required to drive real growth.
2. Lack of Control
Their marketing vendor had complete control over everything, including their ad accounts and data. Glick’s Exteriors knew this wasn’t an ideal scenario, especially for the long term.
3. Poor Lead quality
Although Glick’s Exteriors did start getting leads from their new Google Ad campaigns, quality was a major concern. Out of all the leads captured, only 16% were considered valid leads.
2. High Lead cost
Just before deciding to terminate their relationship with their marketing vendor, Glick’s Exteriors was paying close to $1,000 per qualified lead.
At this point, it just didn’t make financial sense, and the management team decided it was time for a change.
Step #1
Establish Ownership and Control
Being that Glick’s Exteriors’ previous marketing vendor had complete control of everything, we started from scratch.
We created new ad accounts and made sure they had full ownership. This way, if they choose to move on from Webrunner in the future, they can bring their accounts with them and maintain all of their data.
Being forced to start from scratch is extremely costly, and we believe you should never be held hostage by a marketing vendor.
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Step #2
Build a Clear Roadmap
Before getting to work, it was important that we sit down with the team at Glick’s Exteriors to make sure everyone was on the same page.
What are we working torwards? How will success be measured? What are the specific KPIs we need to respect? And, just as important, how do we make working together as seamless as possible?
Thankfully, the Glick’s Exteriors team fully bought into this collaborative process. They were attentive, held nothing back, and could clearly articulate their vision and longterm goals for their business, which made our job much easier.
Armed with these insights, we had a clear picture of what needed to happen on the marketing front in order to help them succeed:
- 1
A significant increase in lead quality (boost validity rate from 16% to 75%+)
- 2
A significant decrease in average lead cost (from $1,000 to $250)
- 3
An increase in lead volume for services with higher average job sizes (roofing and siding)
We knew that these three improvements, coupled with their strong sales process, would put them on the perfect trajectory to achieve both their short and longterm growth objectives.
All that was left to do, was get to work.
Step #3
Overhaul The PPC Strategy
First, we made sure tracking was implemented correctly across their campaigns, website, and landing pages so we could measure the true ROI from their pay-per-click ads.
Then, we focused on improving lead quality, decreasing lead cost, and increasing lead volume in tandem—not something we typically recommend, but something that needed to be done.
We made a lot of changes and optimizations over the first few months, including but not limited to:
