One quarter. One vertical. A signal-first cut to the wasted spend and the credit noise that hid behind it.
A national roofing operator was running paid across every product line, in every ZIP, at every hour. The dashboard looked healthy. The P&L didn't. Half the spend was funding intent that never converted, and a growing share of card charges were bouncing at auth.
We mapped active demand at the ZIP-and-product level, killed the coverage that showed no measurable roofing intent, and rerouted budget into the ZIPs already lit up. $200k/month of marketing spend came off the table without touching booked jobs.
Declines weren't a fraud problem — they were a targeting problem. Once creative, offer and financing pre-quals lined up with the ZIP's actual buyer profile, card auth success climbed and declines dropped 85%.
The data was blunt: roofing was where the money and the margin lived. We collapsed the growth plan around it, killed the low-signal side quests, and cleared the install backlog inside the quarter.
“We were paying to be everywhere. Turning off the ZIPs that didn't hum was the single biggest margin unlock we've had.”
Pull a live signal report for your service area and see where the spend is working — and where it isn't.