Roofing Marketing
Roofing Marketing Agency Built for Booked Jobs
We help roofing companies fill their pipeline with replacement and repair leads through Google Ads, Local SEO, and targeted Meta campaigns. No shared lead gen. No Angi. Just leads that call you.
The problem
Shared Leads Are Killing Your Margins
Platforms like Angi and HomeAdvisor sell the same lead to 3 to 5 companies simultaneously. You're competing on price before you even pick up the phone.
We build systems that make homeowners call you, not the other way around. Exclusive leads from search, owned by your business, with full visibility into what's driving them.
The opportunity
Roofing Search Splits Into Two Very Different Buyers
A leak is an emergency. A full replacement is a five-figure decision the homeowner researches for weeks. They arrive through different searches, respond to different messaging, and convert on completely different timelines.
Most roofing campaigns treat them as one audience, then wonder why the schedule fills with small repairs. We build them separately so the replacement and commercial work actually shows up.
What we do
Every Channel That Drives Roofing Leads
SEO & Map Pack
The Maps three-pack takes most of the roofing calls in any market, and "roofer near me" alone runs about 165,000 US searches a month. We optimise your Google Business Profile, build citations, run a review strategy, and build out the service and city pages that let you show up for repair, replacement, metal, flat, and storm work rather than one generic listing. Organic and Maps are the only roofing channels where the cost per lead falls over time instead of rising.
PPC: Google Ads & LSA
Repair and replacement are two different campaigns and should never share a budget. "Emergency roof repair near me" is an immediate, price-insensitive search with top-of-page bids running roughly $24 to $92. "Roof replacement" is a researched, five-figure decision that needs different messaging and a different landing page. We split them, cut the research-only searches with negative keywords, and run Local Services Ads alongside so the Google Guaranteed badge sits above everything else.
Storm & Seasonal Response
Roofing demand is event-driven in a way no other trade is. National searches for "roof replacement" ran about 74,000 in September and about 18,000 in May; "storm damage roof repair" nearly quadrupled month over month after a single severe-weather stretch this summer. A flat monthly budget guarantees you go dark in the week that pays for your quarter. We pace budget against the season and can stand up hail-path and damage-area campaigns quickly when a storm lands.
Websites & Speed to Lead
A fast, mobile-first page with the phone number above the fold will out-book a prettier, slower site every time, and a roofing lead that waits an hour is usually somebody else's job. If your site converts, we work with it. If it does not, we build dedicated repair and replacement pages. Then we automate the follow-up on missed calls and web forms so the lead you paid a $75 click for does not go to the next roofer.
AI Automations
Respond to every roofing lead in minutes, not hours. We build automated follow-up sequences, review request workflows, and re-engagement campaigns for the estimates that went quiet, so your pipeline keeps moving without extra office staff.
Real result
47% Reduction in Cost Per Lead
Roofing company, Anaheim CA. $16K/month ad budget. We rebuilt their Google Ads campaign architecture, added LSA management, and cut their cost per qualified lead nearly in half within 90 days.
Why roofing is different
The Season Decides Your Year, Not the Monthly Average
Roofing demand does not arrive evenly, and no other trade swings this hard. National searches for "roof replacement" ran roughly 74,000 in September and roughly 18,000 in May. Storm terms move faster still: "storm damage roof repair" went from a few thousand searches a month to nearly 10,000 inside a single severe-weather stretch this summer. A flat monthly budget looks disciplined on a spreadsheet and quietly guarantees you go dark in the week that pays for your quarter.
The second thing that makes roofing its own discipline is the price of being wrong. Top-of-page bid estimates run about $15 to $74 on "roofer near me", up to $92 on "emergency roof repair near me", and as high as $118 on commercial searches. In a cheaper trade a loose campaign wastes a little every day. In roofing, one unqualified click can cost more than an entire day of clicks somewhere else, so negative keywords, geography, and match types are not housekeeping, they are the whole margin.
Then there is ticket size. A repair and a full replacement come from the same homeowner searching two different things, and a campaign optimised for raw call volume will reliably fill your schedule with the smaller one. That is the trap most roofing accounts fall into: the lead count looks healthy, the cost per lead looks fine, and revenue does not move. We report on cost per booked job by service type instead, so you can see which half of the spend is actually building the business.
Want to go deeper? Read our breakdown of contractor PPC management, Google Ads budgets and ROI for roofers, SEO for roofing companies, and Local Services Ads vs Google Ads for roofers.
FAQ
Roofing Marketing Questions
How much should a roofing company spend on Google Ads?
Most roofing companies in competitive markets see strong results with $3,000 to $7,000/month in ad spend. Smaller markets or less competitive areas can start at $1,500 to $2,500/month. We'll assess your market on the strategy call.
Do you work with both residential and commercial roofers?
Primarily residential, since that's where paid search and local SEO drive the most volume. We can run commercial campaigns but the strategy looks different. Let's talk on the call.
Can you help after a storm event?
Yes. We can spin up storm-response campaigns quickly, targeted by hail path or damage area, to capture insurance claim leads while demand is high.
How long until I see leads from Google Ads?
Typically within 30 days. We build the campaign, get it live, and optimize based on actual call data and lead quality from the start.
What makes you different from a general marketing agency?
We only work with home service businesses. We know the difference between a $2,000 repair lead and a $15,000 replacement lead, and we build campaigns to attract the latter.
What do roofing clicks actually cost?
Roofing is one of the most expensive categories in home services. Top-of-page bid estimates from Google Keyword Planner (US, August 2026) run about $15 to $74 on "roofer near me", $15 to $77 on "roof repair near me", $24 to $92 on "emergency roof repair near me", and as high as $118 on "commercial roofing contractors near me". Those are bid estimates, not what you will actually pay per click, and your real number depends on your market and Quality Score. The point is that roofing gives you no room for a loose campaign: one wasted click can cost more than a whole day of clicks in a cheaper trade.
How should a roofing budget change through the year?
It should not be flat. National search volume for "roof replacement" ran roughly 74,000 in September and roughly 18,000 in May, and storm-driven terms can multiply several times over inside a single month. If you spend the same amount every month, you overpay in the quiet stretch and run out of budget in the week that pays for your quarter. We pace spend against the season and hold reserve for storm response.
Do you handle insurance claim work differently from retail jobs?
Yes. Claim-driven leads and retail replacement leads behave differently: the searcher is further along, the conversation is about documentation and adjusters rather than price, and the timeline is set by the carrier. We keep the campaigns and the landing pages separate so the messaging matches what the homeowner is actually trying to do.
Ready to Fill Your Roofing Pipeline?
Book a strategy call. We'll look at your market, your current setup, and tell you exactly what it would take to cut your cost per lead in half.
Book a Strategy Call →