Tony, a roofer in Stafford, Cannock and Rugeley: 5 jobs won in 95 days

Who is Tony and where does he work?

Tony runs a roofing firm in Staffordshire. His ads cover Stafford, Cannock and Rugeley, and the work in his lead app runs from small repairs to full roofs. In this period it included a full re-roof, valleys and chimneys, a chimney rebuild, guttering and a bay roof with new fascia.

Most of his conversations started from his Facebook lead ads or comments on his page. Others came in as Facebook messages and phone calls.

What did we set up?

The same setup every Lead Wave roofer gets:

• Facebook ads made for roofing and his area, shown only to people in his patch.
• A lead form where people tell him the job and their postcode before they hit send.
• Every enquiry on his phone in the lead app, with name, number and job all there.
• An instant text to every lead, so they hear from him within seconds, even when he’s on a roof.
• Follow-ups that keep going until they reply, then stop on their own.
• His area is his. We don’t take on another roofer there.

I won’t publish the wording of his ads. Part of why roofing ads work is that they don’t look like everyone else’s.

What happened, week by week?

This is taken from the conversations themselves. The re-roof thread started before the window we reviewed, so it begins in April.

What did the numbers look like?

We read all 162 conversations from 8 May to 11 August 2026, every one in full. A homeowner only counts as a reply if they sent their own message or answered a call about a real roofing job. Scam messages, sales pitches, comments with no job behind them, people who said no thanks and people who never answered are all left out.

That left 51 homeowners who replied with a real job.

5 jobs were won in those threads. Two were paid, including the full re-roof. Two more were completed: the chimney rebuild and the gutter outlet. The fifth, the bay roof in Stafford, was agreed and booked in.

There are things this count can’t tell you. One more job looked likely from the messages but was never confirmed, so it isn’t counted. Some homeowners moved across to Tony’s own WhatsApp, and those conversations aren’t in the lead app at all. And we didn’t count jobs after 11 August.

For more on what a review like this finds across every trade, see what 1,282 lead conversations show.

What did his customers say?

Two of the homeowners put it in writing.

Impressed from start to finish

Homeowner, full re-roof, Weston Coyney · message in Tony’s lead app, 19 May 2026, 13:27

Payment sent! Thanks again

Homeowner, valley and two chimneys, Rugeley · message in Tony’s lead app, 27 May 2026, 18:13

What made the difference?

Turning up quickly won work. When a homeowner needed a gutter outlet sorted, Tony priced it and did it the same day. The bigger jobs moved fast too: the Chase Terrace chimney was priced on 28 May and had scaffold up on 5 June, even with Tony booked up.

The other lesson is about keeping a record. None of these jobs had been moved through the pipeline in his app, and none of his visits were on its calendar. Everything was arranged by text. Open the app and it looked like nothing had happened. It was only by reading every conversation, one by one, that the five jobs showed up.

Chasing written quotes matters just as much. Across every trade we review, it’s where most work is lost after the lead: a quote that never gets chased is a job left on the table.

What does this mean for a roofer in your area?

Enquiries are only the start. What turns them into jobs is ringing back, getting the quote out, chasing it, and keeping each visit and job in the app so you can see what your ads are actually bringing in. To see what each won job really costs you, put your own numbers into the cost per job calculator.

Leads don’t come in at the same rate every month. If they dip, Nick goes through them, finds out why and changes the ads. There’s more on what makes roofing ads work in Facebook ads for roofers.