ZIP 33993
- 87.4% owner occupied housing
- 96.3% detached single family housing
- 60.0% of housing built from 1990 to 2009
- Median household income of approximately $90,577
Case Study
Roman Roofing turned permit data into58% lead growth.
$446.94 in targeted Meta ad spend. $41,389 in new booked revenue. Full methodology, ZIP level breakdowns, and ROI analysis for Cape Coral ZIP codes 33991 and 33993.
Results
Q1 vs Q2 2026 in targeted ZIPs
+58%
Lead Growth
43 → 68 per quarter
+43%
Appointments
40 → 57 per quarter
+21%
Jobs Sold
27 → 34 per quarter
+24%
Booked Revenue
$169K → $211K
01 · Executive Summary
Where should we advertise smarter?
Roman Roofing wanted to answer a practical marketing question: where should we concentrate our advertising budget to create the greatest opportunity for growth?
Instead of advertising evenly across Cape Coral, Roman used PermitHub by ContraX Analytics to analyze roofing permit activity, competitive density, existing market share, and geographic opportunity.
The analysis identified ZIP codes 33991 and 33993 as promising markets where Roman had an existing presence but room to grow. Roman launched a Meta brand awareness campaign exclusively within those two ZIP codes from April 1 through June 30, 2026.
All other Cape Coral Meta campaigns were paused during the test period. Roman confirmed that no other material changes were made to marketing strategy, sales team, pricing, or operations.
02 · The Challenge
Broad targeting spreads limited budgets thin
Home service companies have no shortage of ways to spend marketing dollars. The harder question is deciding where those dollars should be spent.
Roman Roofing wanted to move beyond intuition and answer three questions with data: which Cape Coral ZIP codes showed measurable roofing activity, where did Roman have room to increase its presence, and which markets justified a focused advertising investment?
What ContraX found
- ZIP 33991 and 33993: strong permit activity with manageable competition
- 58 roofing permits and more than $1.15M in permit value across both ZIPs
- 11 active roofing contractors in the baseline period
- Roman already had a foothold with room to grow
- Zero residential reroofs sold in 33991 in the prior 3 months
03 · Market Context
Census data confirmed commercially attractive ZIPs
Contrax supplemented permit analysis with ZIP level housing data from the U.S. Census Bureau 2020 to 2024 American Community Survey 5 Year estimates.
ZIP 33991
- 78.7% owner occupied housing
- 86.3% detached single family housing
- Median household income of approximately $84,470
- Median owner occupied home value of approximately $390,300
04 · The Campaign
A focused field test with a local comparison market
Campaign periodApril 1 to June 30, 2026
Targeted ZIP codes33991, 33993
Campaign typeMeta brand awareness
Total spend$446.94
Comparison market ZIPs
Meta campaigns were paused in these Cape Coral ZIP codes during the campaign period:
3390333904339093391433990
Roman confirmed that other marketing programs, sales staffing, pricing, and operations remained materially unchanged.
05 · Incremental Lift
Growth above the comparison market trend
Overall growth shows what happened in the targeted ZIP codes. Incremental lift estimates how much better those ZIP codes performed than they would have if they followed the growth trend seen across the non advertised Cape Coral comparison market.
Had the targeted ZIPs grown at the same 34.1% rate as the comparison market, they would have been expected to generate approximately 57.7 leads. Roman generated 68. That equals approximately 10.3 incremental leads and 17.9% more leads than expected.
For appointments, the comparison market grew 29.7%. Roman generated 57 appointments versus 51.9 expected, or approximately 5.1 incremental appointments and 9.9% more than expected.
Incremental leads above comparison market~10
Incremental appointments above comparison market~5
Leads above expected trend+17.9%
Appointments above expected trend+9.9%
06 · Campaign Economics
Conservative ROI using comparison adjusted estimates
$446.94
Total ad spend
$17.88
Cost per additional lead
$74.49
Cost per additional job sold
+$41,389
Additional booked revenue
07 · ZIP Spotlight
33991 delivered 112% booked value growth
January to March
Leads21
Appointments18
Jobs sold14
Booked contract value$72,463
Residential retail reroofs0
April to June
Leads29
Appointments23
Jobs sold17
Booked contract value$153,947
Residential retail reroofs3 ($128,787)
Three residential retail reroofs in 33991 represented approximately 84% of April to June booked value in that ZIP.
08 · Market Conditions
Roman beat the market on every metric
The targeted ZIP codes did not become dramatically easier markets during the campaign. Permit activity increased only approximately 3%, while active competitors increased approximately 9%.
Roman's permit based market share edged upward from 5.3% to 5.5% in 33991 and from 7.1% to 7.3% in 33993. The most meaningful improvement was stronger growth in leads and appointments in the specifically targeted markets.
“The campaign worked because we spent money more intelligently, not more of it. ContraX told us exactly where demand existed and where competition was still beatable.”Roman Roofing, Cape Coral FL
Next Step
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