Industry · Roofing Contractors

Roofing marketing built for two cycles: emergency and replacement.

Roofing is actually two businesses: short-cycle emergency repair (leaks, storm damage) and long-cycle full replacement projects. Your marketing has to capture both, often using completely different channels and creative. We're a roofing marketing agency built around that dual-funnel reality.

Most roofing engagements: $2,000–$5,000/month + ad spend

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  • Month-to-month services
  • Transparent pricing
  • No long-term contracts
  • Built for home service businesses
  • Experience

    Marketing experience dating back to 2009

  • Coverage

    Storm-driven and steady-state campaign management

  • Specialty

    Insurance and direct-pay funnel separation

  • Terms

    Month-to-month, no long-term contracts

What matters most

What usually matters most for roofing marketing.

Roofing has the most volatile demand cycle of any home service. Generic marketing approaches break under storm conditions. Specialist marketing knows how to handle both peaks and troughs.

  • Storm-driven demand spikes

    A single hailstorm or hurricane can 10x roofing demand in a metro for 30–90 days. Contractors with pre-built rapid-response campaign templates can capture this surge; those without lose the market to storm-chaser competitors. We pre-build storm campaign assets and deploy them within 48 hours of qualifying weather events in your service area.

  • Insurance-related searches

    Roughly 40–60% of full roof replacements are insurance-funded after storm or hail damage. Homeowners searching “roof insurance claim,” “insurance roofer,” or “hail damage inspection” are high-intent buyers with funded budgets. These campaigns need different language, different landing pages, and clear messaging about claim-assistance services.

  • Geographic targeting precision

    Roofing demand is hyperlocal. A storm hits Plano, Texas, and demand there 5x’s while neighboring Frisco is unaffected. Roofing campaigns need radius targeting tight enough to capture storm zones without wasting budget on unaffected areas. We use weather data overlays to adjust targeting in real time during active weather seasons.

  • Repair vs replacement intent split

    Repair searches (“roof leak repair,” “missing shingles”) and replacement searches (“new roof cost,” “roof replacement near me”) have completely different sales cycles, ticket sizes, and conversion patterns. A 2x4 grid of campaigns (emergency vs project x repair vs replace) is the typical starting structure.

Channels we use

Channels we use for roofing contractors.

Roofing is one of the few trades where Facebook/Instagram can rival Google Ads for project work. Channel mix matters more here than almost anywhere.

  • Primary channel

    Google Ads

    Search Ads for emergency repair queries and high-intent replacement searches, Performance Max for branded campaigns, plus rapid-deployment storm campaign templates. Geographic radius targeting and weather-triggered budget adjustments during active storm seasons.

    Learn more about Google Ads

  • Replacement project funnel

    Facebook & Instagram

    Where roofing really benefits. Before/after photos, hail damage documentation, transformation videos, financing offers, all perform strongly on visual social platforms. Homeowner targeting by home age and zip code lets you reach replacement-ready homeowners before they search.

    Learn more about Facebook & Instagram

  • Long-term foundation

    Local SEO

    Google Business Profile optimization, location pages by service area, review velocity strategy. Reviews mentioning “storm damage,” “insurance claim,” or “hail repair” specifically help rank for those high-value query types.

    Learn more about Local SEO

  • Storm-season planning

    Strategy & Consulting

    For larger roofing operations, the highest-leverage work is often pre-storm season strategy: campaign templates ready to deploy, budget reserves allocated, sales process pre-built. We help build this infrastructure during slow seasons so you’re ready when storms hit.

    Learn more about Strategy & Consulting

What we hear

Common roofing marketing problems we hear about.

These are the patterns we see most often when roofing contractors come to us frustrated with their current marketing.

  • “Storm chasers eat my market every time it hails.” Out-of-state contractors with pre-built campaigns and big ad budgets outspend local operators in the first 72 hours after weather events. Our solution: pre-build YOUR storm campaign templates during slow seasons so you’re ready to deploy within hours, not days.
  • “I’m paying for hail damage leads with no hail damage.” Geographic targeting too broad. We tighten radius targeting to actual storm impact zones using weather data and pause campaigns in unaffected areas. Effective CPL often drops 40–60% with tighter geo control.
  • “Insurance leads are tire-kickers.” Usually a landing page and qualification problem. Homeowners shopping for “will insurance cover this?” aren’t ready to buy. We add inspection scheduling forms upfront that filter for homeowners who’ve already filed claims vs those just exploring.
  • “My Facebook ads get likes but no estimates.” Wrong campaign objective. Engagement campaigns get likes; lead-gen campaigns with conversion tracking get estimate requests. We rebuild for conversion-focused objectives and ignore vanity metrics.
  • “Off-season kills my pipeline.” Most roofing contractors slow down dramatically in winter. We help shift focus to inspection promotions, maintenance contracts, gutter work, and pre-storm-season campaign infrastructure during slow months.

Example roofing engagement

A typical 90-day roofing engagement.

Mid-size residential roofing · Storm-prone US metro

From reactive scrambling to proactive storm capture.

A residential roofing contractor in a hail-prone Texas metro came to us frustrated: every time a storm hit, out-of-state storm-chaser contractors with big ad budgets dominated the first week of demand while their local operation scrambled to launch campaigns. Their existing $9,000/month Google Ads spend was producing roughly $42 CPL on non-storm days but jumped to $180+ during active storm periods because they were trying to launch campaigns reactively.

We rebuilt the account with pre-built storm campaign templates (ready to deploy in under 4 hours), tightened geographic radius targeting tied to weather data, separated insurance-claim funnels from direct-pay funnels with dedicated landing pages, and added Facebook Lead Ads with hail damage photo creative. When the next major hailstorm hit, they were live with full campaigns within 6 hours. Result: cost per qualified lead during the storm event dropped from $180 to $58, total estimate appointments booked in the 30-day storm window more than doubled, and roughly 40% of jobs in that window came from leads generated within the first 72 hours.

Illustrative example based on typical 90-day engagement patterns we see with roofing contractors in storm-prone markets. Individual results vary by service area, weather patterns, and competition.

Storm-Event CPL

$180 $58

68% lower

Storm-Window Estimates

1x 2.3x

Doubled volume

Campaign Deploy Speed

~4 days ~6 hours

16x faster

Industry FAQ

Questions we hear from Roofing contractors.

Do you work with both retail and storm/insurance roofers?

Yes, though our roofing marketing campaigns are structured differently for each model. Retail-focused (replacement project) roofers get heavier Facebook/Instagram and Google Ads project-funnel work. Storm/insurance-focused roofers get geographic precision tools, weather-triggered budget adjustments, and dedicated insurance-claim landing pages. We calibrate during the discovery call.

What’s a realistic cost per lead for roofing contractors?

A realistic cost per qualified roofing lead ranges from $40 to $300 depending on the campaign type. Steady-state replacement CPLs typically run $80–$200 in non-storm conditions. Insurance-claim CPLs run $40–$100. Storm-event CPLs can spike to $150–$300 with reactive campaigns, or drop to $40–$70 with pre-built templates and proper geo targeting.

How do you handle storm-season campaign management?

Storm campaign management is template-driven and weather-triggered. We pre-build storm campaign templates during slow seasons (specific to your service area, with creative, landing pages, and budget allocations ready). We monitor NOAA and weather services for qualifying events in your radius. We deploy templates within hours of confirmed damage events and adjust geographic targeting in real time based on actual storm tracks.

Can you help roofers with insurance-claim funnel optimization?

Yes, insurance-claim funnels are one of our specialties for roofing contractors. We build dedicated landing pages for homeowners with active claims, claim-assistance messaging, inspection scheduling forms that pre-qualify for active claim status, and follow-up sequences for homeowners exploring claim feasibility. Insurance funnels convert very differently from direct-pay and need their own ad copy, landing pages, and lead nurturing.

What roofing marketing should we do during off-season?

Off-season is when we do the highest-leverage strategic work for roofers: pre-building storm campaign templates, refining service-area pages for roofing SEO, running maintenance and inspection promotions, building review velocity, and preparing for the next storm season. Most roofers underinvest in off-season strategy and pay for it during peak.

Ready to start?

Let’s talk about your Roofing business.

A 30-minute call to look at your specific market, your current marketing, and where the leverage is. We’ll tell you honestly whether we can help, and what we’d recommend either way.

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No pitch. No pressure. Just a real conversation about your business.