Generating Roofing Leads Online

Google Ads for Roofing Companies

Why It Works

Google Ads puts your roof company in front of people actively searching for roof services. It’s the fastest way to generate exclusive roof leads. But it’s not just about showing up—it’s about showing up with the right ad to the right audience at the right time. That’s where targeted advertising shines.

What to Watch

• Target only your local service area

• Use negative keywords to filter out job seekers and tire-kickers

• Highlight your USP in every roofing ad (e.g., “Free Roof Health Report”)

• Test variations and track your cost per lead religiously

Local SEO and Google Map Pack

Most roof service searches include a city or region. Ranking in the Google Map Pack means your business shows up in the top 3—with reviews, hours, and directions—where it matters most. For roof contractors, this visibility is pure gold.

How to Rank

• Get 5-star reviews regularly

• Add geo-tagged roof project photos

• Use consistent NAP (name, address, phone number) across all listings

• Post regular updates and roofing service offers to your Google Business Profile

Facebook Ads and Retargeting

Build Awareness

Social media platforms like Facebook and Instagram are ideal for roof marketing visuals. Post before-and-after roof transformations, spotlight your crew, and explain your process in short videos. Use storytelling to humanize your roof company and connect with your target audience.

Retarget Visitors

If someone visits your website but doesn’t convert, you can serve retargeting ads reminding them about your offer. Retargeting ads are among the most cost-effective roofing ads available today—especially for follow-up touchpoints. They work best when your advertising strategy is laser-focused on the right audience segment.

Bonus: Use a short video testimonial as your retargeting ad. It builds trust while driving conversions.

Offline Roofing Marketing Still Works

Yard Signs and Branded Trucks

Your job sites are marketing opportunities. Place professional yard signs with a QR code or phone number. Park a branded truck visibly. Let homeowners see that other people trust your roof services.

Referral Programs That Actually Work

Create a referral program that rewards action. Offer $100 to any homeowner who refers a friend that books a new roof. Provide flyers or fridge magnets to make sharing easy. Referral programs convert faster than cold leads and build long-term brand equity.

Sponsor and Network Locally

Sponsor local events, high school teams, or community fundraisers. Attend home shows and trade expos. Building local trust isn’t just about digital marketing—roof contractors need to be visible offline too.

Roof Marketing Metrics That Matter

Track These Weekly:

• Number of roof leads

• Website traffic

• Conversion rate on quote forms

• Cost per lead (Google Ads, Facebook Ads)

• Keyword ranking movement

• Google Business Profile views

Use a CRM

A good CRM helps you track every roof lead from first touch to final invoice. Use it to automate follow-ups, assign jobs, and spot bottlenecks in your sales funnel. Roof companies using CRMs close more jobs, faster.

Segmenting Your Roofing Audience for Better Results

Not all roofing customers are the same—and your marketing shouldn’t treat them that way. Define your target audience clearly. Are you speaking to first-time homeowners? Landlords with multiple properties? Commercial building managers?

Segmenting your audience helps you tailor your messaging, visuals, and advertising platforms to what actually resonates. For example:

• Homeowners might respond well to before/after transformations and testimonials.

• Property managers may want proof of insurance, references, and commercial roof service details.

• Seniors could value financing options and safety assurances.

Customizing your outreach by audience type helps boost ROI, improve conversions, and build stronger brand affinity.

30-Day Roofing Marketing Action Plan

Week 1: Foundations

• Claim and fully optimize your Google Business Profile

• Audit your website for SEO and mobile performance

• Add strong CTAs, roofing-specific forms, and FAQs

Week 2: Paid and Organic

• Launch a Google Ads campaign targeting “roof contractor + city”

• Write and post 2 blogs using local roofing keywords

• Ask 5 past customers for Google reviews

Week 3: Social Proof

• Film 1 customer testimonial video

• Post 3 roof project before/after photos

• Launch your referral program with a printable flyer or email campaign

Week 4: Analytics + Refinement

• Review ad spend and cost-per-lead performance

• Adjust targeting and ad creative based on clickthroughs

• Track lead sources inside your CRM

• Identify your best-performing roofing keywords and expand content

Conclusion: Take Action Before Peak Season

The roofing industry is more competitive—and more digital—than ever. Contractors who wait for word-of-mouth leads are leaving money on the table. With the right marketing strategy, your roof company can stand out in local searches, generate qualified leads, and close more deals without wasting budget.

Whether you’re refining your Google Ads, launching a referral program, or revamping your roofing website, consistency is the key. Keep tracking, keep optimizing, and keep showing up where your customers are.

Marketing for roofing doesn’t have to be complicated. But it does have to be intentional.