Turning digital advertising into measurable roofing results

By Jesse Sanchez.

Better attribution can help roofing contractors understand which marketing investments are creating customers, revenue and opportunities for future growth.

Roofing contractors have more ways than ever to reach potential customers digitally, but determining which advertising efforts actually contribute to profitable jobs can be much more difficult. On this episode of Roofing Road Trips®, Bob Jamison of Adtaxi, discussed how connecting advertising platforms with customer relationship management (CRM) data can give contractors a clearer picture of marketing performance.

Adtaxi manages paid digital media across search, social media and programmatic channels, including connected television (CTV), display advertising and programmatic audio. Rather than concentrating solely on individual leads, the company focuses on helping businesses understand how multiple channels work together throughout the customer journey. Bob explained, “It’s about building things holistically the right way and getting referrals like they always have.”

That broader view becomes especially important when contractors try to determine which marketing activities ultimately produce paying customers. Website traffic, clicks and conversions can provide useful information, but they do not necessarily reveal the complete path a homeowner took before selecting a contractor. Bob emphasized, “At the end of the day, what turns into actual paying customers?”

Offline attribution can help bridge that gap by connecting CRM information back to advertising platforms. Contractors can then evaluate how different digital touchpoints contributed to a customer’s journey instead of automatically assigning all the credit to the final channel used before conversion.

That information can also guide future campaign decisions. By examining factors such as geography, audiences, keywords and advertising channels alongside actual customer data, contractors can identify opportunities to reduce wasted spending and concentrate resources on strategies associated with valuable projects. For contractors considering where to begin, Bob stressed that the strategy can apply regardless of how advanced their current marketing systems are. He noted, “Just having a CRM is not enough. You need to connect it.”

Adtaxi’s webinar on November 5 will explore attribution strategies in greater depth, including how contractors can connect their data, evaluate advertising performance and create a clearer path for future optimization.

Listen to the podcast or Watch the conversation to learn more about connecting digital advertising to measurable roofing business results through stronger attribution strategies!