Google Ads · roofing manufacturer · March 2023 — July 2026
MetalMaster Google Ads
Steel roofs, gutter systems and structural profiles — a product people buy once in thirty years. We built the ads account from zero and have run it into its third year: four markets, three languages, one metric that counts — the enquiry.
Client: AS Mārupes Metālmeistars · the METALMASTER brand
- Search ads
- Dynamic Search
- Performance Max
- YouTube
- Remarketing
- ET · RU · EN
3,561
Enquiries since 2023
8.36 €
Cost per enquiry
8,541,678
Impressions
1.11 %
Click-through rate
Roofs take months to choose.
Roofing is an expensive purchase and a slow decision.
Nobody adds a steel roof to a basket. A buyer reads about profiles and coatings for weeks, checks the measurements twice, compares manufacturers — and only then fills in a quote request. That buyer is a homeowner and a construction company at once, in Estonia, Finland, Sweden and Norway at once. The task: cover every product group and every market inside one account, keep the click cheap, and optimise for submitted enquiries rather than clicks.
One account, four markets.
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Tracking before campaigns
The quote-form conversion was wired into GA4 and verified first. Without it Google optimises for clicks, not enquiries — form submission has stayed the account’s primary metric ever since.
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A campaign per product group
Roof profiles, gutter systems, trapezoidal and thermal profiles each get their own campaign, keywords and landing page. A narrow query never gets lost inside a wide catalogue.
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Performance Max for volume
Pmax pushed the products into Search, Discover and YouTube. It delivered the account’s largest traffic and its cheapest click — €0.19 against €0.46 in manual search.
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Dynamic search for the catalogue
Dynamic search campaigns in Estonian and English cover the long tail nobody writes keywords for — profile names, dimensions, coating types.
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Four markets kept apart
Estonia, Finland, Sweden and Norway run as separate campaigns with their own budgets and bids. That is the only way to see what an enquiry actually costs on each export market.
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Remarketing on Display and YouTube
A long decision cycle means the first visit rarely ends in an enquiry. Display and video campaigns bring people back until the choice is made.
Account setup
A structure where a new product group or a new market slots in without rebuilding the account.
- Platform
- Google Ads
- Campaign types
- Search, Dynamic Search, Performance Max, Display, YouTube
- Campaigns
- 32
- Markets
- Estonia, Finland, Sweden, Norway
- Languages
- Estonian, Russian, English
- Bidding
- Max conversions, target CPA
- Measurement
- Quote-form conversion, GA4
- Period
- March 2023 — July 2026
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Measure
Quote-form conversion in GA4, data verified and a baseline set before the first euro is spent.
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Structure
Account split by product group and market, dynamic targets across the full catalogue.
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Launch
Campaigns went live in March 2023 — 71 enquiries inside that first, partial month.
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Optimise
Every month: negative keywords, budget shifted between markets, ad and bid tuning.
Over three years the budget moved from hand-built search campaigns to automation: Performance Max and dynamic search returned a cheaper click and a steadier flow of enquiries, while manual search kept only the hottest and most expensive queries. The account is still running — 1,389 clicks and 48 enquiries in the last 30 days.
Enquiries from the first month.
94,677
Clicks
0.31 €
Average cost per click
32
Campaigns
4
Markets
Cost per click
Manual search covers the hottest queries, but the click costs more there. Over three years the budget moved into automation: a Performance Max click came in more than twice as cheap — against the same enquiry conversion.
Three years of Google Ads management with no new site and no redesign: 8,541,678 impressions, 94,677 clicks and 3,561 enquiries at €8.36 each. The first 71 enquiries landed in March 2023 — in an opening month that was not even full.