01
Roofing is a high-trust, high-ticket purchase, but T-Plus had no structured way of getting in front of homeowners actively planning a roof. Lead flow depended on referrals and season, and the requests that did come in were followed up by email only — slow response times, and a lot of leads going cold before a site visit was ever booked.
Black Ops launched a Meta lead generation campaign with tight geographic targeting across Flanders, tested creatives and shifted budget towards priority regions such as Greater Kortrijk and Greater Ypres, and set up automated lead notifications that reach T-Plus within minutes of every form submission. Alongside the media buying we rebuilt the follow-up process: call first, email second, and the site visit as the conversion moment.
Cost per lead
€42
Down from €46 in month 1
Roof requests
34
In the first 3 months
Click-through rate
2.24%
Up from 1.77%
02
In the first three months the campaign generated 34 roof requests at an average cost per lead of €42, on just under €1,450 in ad spend and a reach of more than 72,000 people in the target region. Cost per lead dropped every single month (€46 → €41) while the click-through rate climbed from 1.77% to 2.24%: the engine got cheaper and sharper as it learned.
For a specialised trade business the bottleneck is rarely demand — it is visibility and speed. A well-targeted campaign combined with a follow-up process that starts with a phone call instead of an email is what turns anonymous scroll traffic into site visits and signed roofs.
Next projects.
(2016-25©)
