Action Roofing – a Florida roofing company serving both homeowners and commercial clients – was feeling the pressure of growing competition and inconsistent lead quality. They needed a better way to bring in reliable and high-intent leads and turned to SKTV by SearchKings, a performant TV ad solution for small and mid-sized businesses powered by Universal Ads.

The Challenge:

• Reduce their cost per lead  
• Improve lead quality –not just volume

Test Design:

Action Roofing tested five of its locations (Pompano, Miami, Ocala, Tampa and Stuart) that paired precise local targeting with retargeting capabilities to reach homeowners at scale – capturing engagement in a measurable, trackable way.

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“SKTV by SearchKings made premium TV advertising accessible for us – it helped us reach high-value customers we wouldn’t have connected with otherwise.” - Anthony Perera, Founder, Exuma Capital Partners

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Key Tactics:

Geo-targeting: focused delivery to priority ZIP codes that mattered to Action Roofing’s business

Creative and production: leveraged the Universal Ads Business Partner Program to develop high-quality TV creative through certified partners with existing Action Roofing assets

Premium placement: ran ads alongside top-tier, relevant TV content

Integrated measurement: Evaluated TV advertising performance side-by-side with search metrics directly in the SearchKings app through the Universal Ads Reporting API, giving business owners one view of their multi-channel marketing campaigns.

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“Pairing paid search and TV advertising has consistently improved our results. Within just a few months, we saw a dramatic improvement in lead quality while driving down our cost per lead.” - Anthony Perera

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90% of consumers who learn about a brand or product from TV – search for the product or brand directly

Comcast Advertising Survey in partnership with Dynata. March 2025. N=1507.

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Results:

By targeting specific ZIP codes on premium TV content, Action Roofing reached more high-intent homeowners, bringing in stronger leads, and boosting overall ROI.

After four months on TV, Action Roofing saw: