Case Study
Lead Tracking Dashboard for Roofing Contractor
Summit Roofing Co.Published May 27, 2026
The Challenge
Summit Roofing was getting leads from five different sources — Google Ads, Facebook, Angi, referrals, and walk-ins — but everything lived in the owner's head or scattered sticky notes. They had no idea which channel was actually profitable, and follow-ups were inconsistent. Roughly 40% of leads never got a callback.
The Solution
We centralized everything into Airtable as a lightweight CRM. Typeform handles web inquiries. Zapier routes leads from all five sources into a single Airtable base with source tracking. Each lead gets an automatic status (New → Contacted → Quoted → Won/Lost). A Google Data Studio dashboard shows close rates and ROI by channel in real time. Daily digest emails remind the team of untouched leads.
Results
Leads without follow-up
Before
40%
After
3%
Quote-to-close rate
Before
15%
After
28%
Time to identify best lead source
Before
Guesswork
After
Real-time