Excel Roofing & Asbestos
How a 90-day test built the foundation for a £16.9M pipeline - and a business built to scale
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£140,000 Ad Spend
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£16,995,900 Pipeline
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6,260 Leads Generated
- £140,000 Ad Spend - £16,995,900 Pipeline - 6,260 Leads Generated
Meet the client
Founded in 2023 by experienced roofers Tom and Craig, the business was born out of a clear market gap: homeowners across the UK were struggling to find reliable, qualified professionals to safely remove asbestos from domestic properties, particularly older garages.
With asbestos banned in the UK since 1999 due to its lethal health risks, millions of homes still contain this hazardous material.This isn’t just a building job. It’s about removing a known health risk. This made Excel’s service non-negotiable for anyone with asbestos still in their home.
Despite having years of hands-on experience and strong word-of-mouth locally, Tom and Craig knew that to scale their business beyond their immediate area, they needed a reliable, high-performing source of inbound leads. They had experimented with Google Ads internally and through another agency, but results had plateaued. What they needed was a campaign that communicated credibility and safety at first glance - and a partner who could turn cautious clicks into confident enquiries.
Our Brief
Excel was looking for a strategic partner who truly understood their industry and could build a lead generation engine built for scale. Their goal wasn’t just to lower their cost per lead; it was to establish a system that could fuel consistent growth, support team expansion, and lay the foundation for a stable, high-performing business. Our challenge was clear: prove within 90 days that we could outperform their existing setup and become the long-term growth partner they could trust.
The Challenge
Multiple competing ad accounts
Tom and Craig were running Google Ads both in-house and through another agency, effectively bidding against themselves and inflating CPCs.
Fragmented performance data
With spend split across accounts, Google’s ability to optimise performance was limited, and valuable audience insights were diluted.No access to historical campaign data
We had no visibility into what had or hadn’t worked previously - only partial insights from tools like SpyFu and public-facing landing pages.Low-converting landing page
The existing landing page lacked trust signals like reviews, photos, or clear benefits - and failed to reassure users quickly.High-trust, fear-driven market
Asbestos removal isn’t a casual service - buyers are emotionally driven and risk-averse. Credibility couldn’t wait. Messaging had to earn trust at first glance.
Our Approach
To succeed in a fear-driven, high-trust market like asbestos removal, we knew traffic without trust doesn’t convert. We rebuilt the experience to earn belief fast.That meant rethinking the landing experience, the lead capture process, and the keyword strategy.
Rebuilding the Landing Page
The client's full website was informative but not conversion-focused - it lacked urgency, reassurance, and trust signals.
The existing landing page didn’t settle homeowners' nerves in the first few seconds - no reviews, no project photos, no clear benefit statements.
We built a new landing page from scratch, leveraging Excel's existing reviews and visual proof.
Key trust elements like testimonials, photos, and an offer were placed above the fold, so even users who didn’t scroll saw immediate credibility.
Image: The current landing page - designed to build trust before a user scrolls.
Redesigning the Lead Form
The original form asked only for basic contact info and a generic message - creating friction and delivering poor lead quality.
We rebuilt the form as an interactive experience using simple, closed-ended questions relevant to the user’s project.
This lowered the barrier to entry, encouraged completion, and created psychological buy-in from users.
It also gave the sales team enough upfront detail to offer a ballpark estimate during the first call, increasing their close rate.
Image: The updated form - built for conversion and qualification.
Effective Keyword Strategy
Without overcomplicating things, we focused on a high-intent keyword strategy using exact match terms that directly aligned with what motivated buyers were searching for. We focused on buyer intent. Let the page do the rest.This uncomplicated approach continues to drive consistent, qualified leads to this day.
Image: A selection of our highest performing keywords from our first 90 days (9th March 2024 - 9th June 2024)
The Results
In the first 90 days alone, the campaigns delivered 542 leads/enquiries from just £10,000 in ad spend - a strong start in a cautious market. With an average order value of £2,715, this equated to a potential pipeline of £1.47 million. Even applying a conservative 25% close rate, that meant over £350,000 in new business directly attributed to the initial campaign window.
Image: First 90 days — March to June 2024
The £1.47M pipeline referenced here reflects results directly from the 90-day test. The £16.9M pipeline was built over time - enabled by the systems, strategy, and foundations put in place during that initial test window.
Over the next 90 days, we doubled the ad budget to £23,700 and delivered 1,320 leads, maintaining a consistent cost per lead despite increased competition in the auction.
Image: Second 90 Days - June to September 2024
These early results gave Tom and Craig the confidence to shift their full ad budget under BOLT’s management. We helped them understand how running campaigns across multiple accounts was not only inflating their CPCs, but also fragmenting Google’s ability to optimise - a hidden drag on performance.
As trust in the results grew, so did their ambition. With a stronger pipeline in place, Tom and Craig began expanding the team. This gave us the green light to increase spend in line with their growing capacity - and the results kept pace.
While scaling ad spend can often lead to performance drop-off, we monitored our Search Impression Share, which began at 29.58%. This told us there was room to grow without driving up cost per click too sharply - a key insight that helped us scale smartly.
The real win: no more chasing work. The jobs came to them. With lead flow predictable and reliable, they shifted focus from finding work to doing it - eventually growing from one service team to five, after consistent pipeline performance gave the confidence to invest. That growth didn’t happen overnight - it was the result of months of stable lead flow and ongoing strategic.
The Account Today
Excel Roofing now runs a high-performing, fully scaled lead gen engine. With over 6,000 leads generated and a conversion rate holding at 15.74%, they’re closing consistent, qualified work. The average lead value is £2,715, and cost per lead remains tight at £20.51. The snapshot below shows live account performance as of May 2025. The result? A £16.9M pipeline built on predictable performance.
Image: Results from March 2024 to 20th May 2025
Our Feedback
"Working with the team at BOLT completely changed our business. We saw a tenfold increase in leads - not just in volume, but in quality too. It got to the point where we were able to grow the business and hire a full-time team just to manage the incoming sales and enquiries."
— Tom, Co-Founder, Excel Roofing & Asbestos