Roofing marketing built for storm weeks and long sales cycles.
Google Ads, Local Services Ads and Meta for roofing contractors — targeting that follows the weather, follow-up that outlasts the door-knockers, and reporting on signed contracts rather than leads.
Where roofing budgets leak
Five places roofing ad spend goes missing.
Each one sits between the click and the booked job. Most accounts we look at have more than one — the budget leak check scores yours in two minutes.
- 01Roofing leak
Storm demand on a metro-wide budget
After hail or high wind, demand concentrates in specific neighborhoods for a short window. A budget spread across the whole metro misses it.
The fix: Location targeting that follows the storm path, with budgets that can shift within days — set up before the season, not during it.
- 02Roofing leak
Inspection requests counted as wins
Free inspection requests are cheap to generate. Signed contracts are what pay, and the two are not the same number.
The fix: Track inspection, estimate and signed contract separately, and import signed jobs with their value.
- 03Roofing leak
Follow-up that stops after one call
Homeowners collect several quotes and wait on adjusters. The roofer still following up in week three is often the one who signs.
The fix: A structured follow-up sequence and retargeting that runs through the whole decision window.
- 04Roofing leak
Repairs and replacements mixed together
A leak repair and a full replacement attract different searches and are worth very different amounts.
The fix: Separate campaigns and landing pages, each with its own target and its own definition of a win.
- 05Roofing leak
Pages that leave the insurance question open
Homeowners unsure how inspections and claims work leave pages that do not explain it.
The fix: Landing pages that walk through the inspection and claim process plainly — without promising what an insurer will cover.
How we run it
Every service line gets its own lane.
Different jobs, different searches, different value. Each line gets its own campaigns, pages and target — and its own definition of a win.
Storm & insurance work
Short windows, high competition.
Search and Local Services Ads geo-focused on affected areas, inspection-led pages, fast response.
Counted as a winInspections that become signed contracts
Full replacement
The retail re-roof decision.
Search on replacement terms, financing and material pages, retargeting through the consideration window.
Counted as a winSigned contracts and revenue
Repairs
Leaks, flashing, storm damage spots.
Call-focused search and Local Services Ads with tight service-area targeting.
Counted as a winBooked repair jobs
Commercial & flat roofs
If you do it, it needs its own lane.
Separate campaigns and pages for property managers and owners, with longer follow-up.
Counted as a winQualified estimates and signed projects
The roofing year
Budgets that move when demand does.
A typical pattern in most U.S. markets. Your own call data decides the real curve — we build pacing from it, not from a template.
Spring
Storm season starts in many regions; inspection demand rises after each event.
Summer
Peak storm and replacement season, plus hurricane season in coastal markets.
Fall
Replacements before winter, and the last storm claims closing.
Winter
Slower in cold markets: repairs, ice-dam leaks, and the pipeline for spring.
Roofing marketing questions
How much should a roofing company spend on Google Ads?
It should follow your close rate and job value, not a flat monthly figure. Work out what a signed job is worth and what you can afford to spend to win one, then scale spend while the real cost per signed contract stays under that line. The cost per lead calculator handles the arithmetic.
Are Local Services Ads worth it for roofers?
They can be, especially for repair and inspection calls, because they show above search ads and charge per lead (how we manage them). Full replacements usually also need search campaigns and strong landing pages, because homeowners compare before they call.
How should roofing leads be measured?
By signed contracts and revenue, not inspection requests. Inspection counts rise easily; the useful question is how many became signed jobs, at what cost, by channel.
How quickly can campaigns react to a storm?
Within a day or two, if the structure is built beforehand: location groups, storm-specific pages and budgets ready to move. Building it after the storm usually means arriving after the window closes.
The free 90-day account audit
We'll show you the leak before you pay us anything.
Three business days. A written three-fix priority list, and your real cost per booked job — calculated properly, probably for the first time.