Learning from the pros: Roofing marketing 101

By Miguel Jacinto, Renoworks. 

Find out what top roofing companies are doing differently, and how you can succeed by doing the same. 

In an ever evolving and competitive market, it’s easy to see how some roofing contractors might get overwhelmed. Marketing, especially, may seem like a large feat to conquer, especially with the vast digital landscape. Where to start? How to maintain growth and customer attention? Luckily, there are many digital tools and platforms available that can help business owners take control of their market share and grow with ease.  

This guide from Renoworks is built for roofing professionals — especially small to mid-sized roofing companies — looking to upgrade their marketing game, generate more roof leads and dominate their local markets. 

Why marketing matters for roofing companies 

Customer behavior has changed 

Homeowners today research online before ever calling a roof service. They read reviews, browse new roof styles and compare estimates. If your roofing business isn’t showing up when and where people are searching, you’re invisible. 

Leads don’t just happen 

Relying solely on word-of-mouth or one-time referrals won’t cut it anymore. Modern roofer marketing is about building consistent pipelines of targeted leads — and that requires strategic effort, SEO expertise and intentional advertising across platforms like Google Ads and Facebook. 

Building your roofing brand 

Define your unique selling proposition (USP) 

What makes your roof company different? Maybe it’s 24-hour emergency roof service, premium shingles, no-deposit guarantees or exclusive roof lead response times. Make it crystal clear in all your marketing materials — website headers, Google ads, Facebook campaigns and truck decals. 

Consistent visual identity 

From your logo to your truck wraps and website colors, everything should scream professionalism. A clean, modern brand builds trust before you even speak to the customer. Visual consistency helps your roof company look like a well-oiled machine — not a fly-by-night contractor. 

Tell your story 

Use short videos, before/after roof photos and customer testimonials to showcase your craftsmanship and team. Storytelling builds an emotional connection that drives trust and improves your roof lead conversion rate. 

Your roofing website is your #1 asset 

Optimize for local SEO 

Your website must dominate search results for terms like “roof repair [city]” or “new roof contractors near me.” Include your service area in headings, URLs and metadata. Claim your Google Business Profile, embed a Google Map on your homepage and optimize every page for local roof SEO. 

Showcase services clearly 

List all your roof services — replacements, repairs, inspections, storm damage and emergency tarping. Each offering should have a dedicated service page loaded with local keywords and roof-specific content. Don’t forget to mention warranties, timelines and any financing offers. 

Use lead-capture forms 

Make it stupid-simple for homeowners to request a quote, call you or schedule an inspection. Add forms above the fold. Enable click-to-call buttons. Add trust signals near each form: reviews, guarantees and insurance proof. 

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 three — 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 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 may 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 two blogs using local roofing keywords 
• Ask five past customers for Google reviews 

Week 3: Social proof 

• Film one customer testimonial video 
• Post three roof project before/after photos 
• Launch your referral program with a printable flyer or email campaign 

Week 4: Analytics and 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 the 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. 

Original article and image source: Renoworks