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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.
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.
“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
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 CTV content
Integrated measurement: Evaluated CTV 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.
“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
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.
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:
The combination of paid search and CTV advertising through SKTV by SearchKings gave Action Roofing a smarter, more efficient way to reach the right customers and drive better leads – proving that TV drives real performance.
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