Setting up an advertising campaign for roofing equipment

Setting up an advertising company in Google ADS for a site selling roofing equipment.

WAS:
Number of visits 1178
CPC 4$
Lead cost $159
Number of leads 29
Conversion 2.5%

BECOMING:
Number of visits 5814
Cost per click $0.15
Lead cost $3.5
Number of leads 249
Conversion 4.2%

(The customer asked not to publish the link of the project).