A custom website for Totaal Bouw Service that turns Google Ads traffic into inspection requests, with a lead admin and ad tracking built in.
Totaal Bouw Service is a Dutch roofing contractor that handles roof leaks, tiled roofs, flat roofs, gutters, roof insulation, chimneys and bird protection. The company wanted more requests from homeowners through Google Ads, but had no website built to turn ad clicks into requests.
Ads for services such as leak repair or roof renovation only work when visitors land straight on a page about the problem they searched for. Without separate service pages, every click ended up on a general page, and visitors had to find out for themselves whether their service was offered.
To optimise its campaigns, the company needed to know which campaigns and keywords produced requests. Without tracking that stores UTM and Google Ads click data with every request, it is hard to steer the ad budget towards the campaigns that actually bring in customers.
A roof leak is urgent. Homeowners facing a leak want to reach a contractor as quickly as possible, often from their phone. The website had to make it easy to call or send a request in a few steps, and the team had to know right away when an urgent request came in.
BMS Services built a custom website with one main goal: turning visitors from ads and search into inspection requests. Every page has a clear call to action, an always visible phone number and a request form that can be filled in right away.
The website has 25 service pages: 7 main categories, bird protection and 17 sub-services such as repair, renovation and replacement for each roof type. Every page has unique Dutch copy, so each ad group can point to the most relevant page.
Visitors choose a service, describe the problem and leave their contact details in three steps. The service is preselected based on the page they are on, the postcode fills in the address automatically, and visitors can upload photos of their roof. The form is available as a pop-up and directly in the hero of each service page.
Every request stores UTM and Google Ads click data, from both the first and the last visit, for 90 days. The website also sends conversion events to Google Tag Manager, with Consent Mode v2 and a cookie banner that follows European privacy rules.
The team manages all requests in its own admin panel: filters, search, status, a spam tab, highlighting for urgent requests and CSV export. The lead detail shows contact details, photos, tracking data, notes and history. The admin also manages reviews, media and settings such as email notifications.
After the website went live, BMS Services set up Google Ads Search campaigns for the main services, such as leaks and roof repairs and roof renovation, each pointing to the matching service page.