Case study · Roofing / home services
A Mid-Atlantic roofing contractor
2026-06-27 – 2026-08-26 · Tracking and attribution, lead capture, speed to lead
Read this before the numbers
This is a first-party build, not an arm’s-length client result. The company is under common ownership with CurrentAds, which is why it is published without its name. No revenue increase is attributable to this work and none is claimed, and CurrentAds has no paying clients yet. The full note, including what did not work, is at the foot of this page.
Where they were
A roofing contractor working across Maryland, Virginia and Pennsylvania, running nine locations inside one CRM. Ninety days of contracted work came to $81,674 across the whole company. The largest single lead source in their own report was blank: 42% of that revenue had no recorded origin. They were paying for social ads and could not say whether a single job had ever come from one.
What we found
Two things nobody had put side by side. First, inbound leads were sitting: the median lead waited 11.6 days for a first human touch, and not one was answered inside five minutes. Second, no paid click had ever been recorded against a lead, not one, ever, while the paid social account had spent $633.25 over ninety days and the platform claimed a lead. That one lead was attributed three different ways in three systems: the ad platform called it paid social, the website called it organic search, the CRM logged it as telemarketing. Three systems, one person, three answers, and no way to tell which was true.
What we did
Rebuilt lead capture so every inbound lead is tagged at its source and carries its click ids, phone and call-consent state from the first page view rather than being reconstructed afterwards. Wired instant alerting so a new lead reaches a human the moment it lands instead of whenever somebody next opens the CRM. Put one reconciled view across the three systems so a lead can hold one source and not three.
The numbers
Every figure below names where this client could open it and check it themselves. That is the same standard the reporting page holds our live reporting to, and a number without a source does not go on this page.
| Metric | Before | After | Where it is verified |
|---|---|---|---|
| Median time to first contact on an inbound lead | 11.6 days | under 1 minute | Client CRM, speed-to-lead daily view, 27 Jun to 26 Aug 2026. Before = 3 leads 27 Jun to 3 Jul, median 16,700 minutes. After = 22 leads 7 Jul to 26 Aug. |
| Inbound leads reached within 5 minutes | 0 of 3 | 14 of 22 (64%) | Client CRM, speed-to-lead daily view, same two windows as above. |
| Inbound leads carrying a recorded source | no source recorded | 48 of 48 | Client CRM leads table, 27 Jun to 26 Aug 2026, web sources only. Zero rows with a null or empty source. |
| Verified return on the paid social channel | unknown | $0 on $633.25 spent | Meta Ads Manager account spend and Leads Center, 0 converted, 24 May to 23 Aug 2026, cross-checked against contracted jobs in the client's CRM. |
| Vendor leads arriving with call consent captured | not measured | 0 of 7 | Client CRM, lead source health view, 30 days to 26 Aug 2026. One purchased-lead vendor. A compliance exposure that was invisible before consent was recorded per lead. |
Where it landed
Median time to first contact went from 11.6 days to under a minute, and 64% of inbound leads are now reached inside five minutes. All 48 inbound leads since carry a recorded source and a phone number; none are missing either. And the paid channel finally got a verdict instead of a guess: $633.25 spent, one disputed lead, zero closed revenue, so the spend was stopped rather than scaled. Measurement's first job here was not to prove the advertising worked. It was to prove it did not, before more money went into it.
What did not work
Read this as a first-party build, not an arm's-length client result: the company is under common ownership with CurrentAds, which is why it is published without its name. No revenue increase is attributable to this work, and we are not claiming one. The client's biggest attribution gap, 42% of contracted revenue with no lead source, lives in their CRM rather than their website and is still open; closing it needs a required-field change on a system we do not control. Speed to lead is not uniform either: six leads from one vendor on 19 August went 5.3 days untouched, because that vendor delivers by spreadsheet and sits outside the alerting path we built.
Every case study we publish carries this section. An engagement with no dead ends did not happen, and leaving them out would make the rest of the page worth less.
Advertising outcomes vary by market, offer, and budget. This is one engagement, not a prediction of yours, and nothing here is a guarantee of a specific result. What we do guarantee is on the guarantee page.
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