The Roofing Advertising Strategy That Books You 3 Months Out

Your roofing crew delivers quality work. You're licensed, insured, and reliable. Yet your schedule has gaps while mediocre competitors turn away work. The missing piece? Strategic advertising that puts your business in front of homeowners before they even realize they need a new roof.

Here's the advertising playbook that keeps top roofing companies booked solid.

Why Roofing Advertising Is Different

What makes roofing advertising unique:

• Emergency storm-driven demand spikes
• Seasonal peak periods require advance planning
• High-value projects ($8k-$25k+) need trust-building
• Insurance claims create unique marketing opportunities
• Geographic targeting crucial for service efficiency
• Weather-based advertising opportunities

The key: Successful roofing advertising balances immediate lead capture (emergency/storm) with long-term brand building (planned replacements).

Digital Advertising Channels for Roofers

1. Facebook Ads - Highest ROI for Most Markets

Why Facebook dominates roofing advertising:

• Precise geographic targeting (zip code level)
• Homeowner demographic targeting
• Visual platform perfect for before/afters
• Storm damage awareness campaigns
• Retargeting capabilities

Campaign types that work:

A. Storm Response Campaigns

Target: Affected zip codes immediately after weather events
Budget: 3-5x normal during 72 hours post-storm
Creative: Storm damage awareness + free inspection offer
Expected: $20-40 per lead, 30-50 leads per major storm

Ad copy:
"[City] Storm Damage? Free Roof Inspection

Recent [hail/wind/tornado] may have damaged your roof—even if you can't see it.

✓ FREE complete inspection
✓ Insurance claim assistance
✓ Drone documentation included
✓ Same-day service available
✓ Licensed & insured - 25+ years

Don't let hidden damage cause leaks.
Schedule Free Inspection →"

B. Planned Replacement Campaigns

Target: Homeowners 45-70, homes 15+ years old
Budget: $20-40/day year-round
Creative: Beautiful new roof transformations
Expected: $30-60 per lead, 15-25 leads/month

Ad copy:
"Is Your [City] Roof Ready for Retirement?

Most asphalt roofs last 20-25 years. If yours is 15+, it's time to plan ahead.

FREE Assessment Includes:
✓ Roof lifespan estimate
✓ Material recommendations
✓ Energy efficiency analysis
✓ Transparent pricing
✓ Financing options

Book your assessment before peak season.
Get Free Estimate →"

C. Seasonal Maintenance Campaigns

Target: Homeowners in service area
Budget: $15-25/day seasonally
Creative: Seasonal prep messaging
Expected: $25-45 per lead

Spring: "Is your roof ready for storm season?"
Fall: "Prepare your roof for winter weather"

Facebook ad targeting for roofers:

Geographic: 25-mile radius (expand for rural)
Age: 40-70
Homeownership: Required
Income: $60k+
Home age: 15+ years
Interests: Home improvement, insurance, HGTV
Life events: Recent move, home purchase

Exclude: Renters, apartment dwellers

Budget allocation:

• Normal months: $500-1,200
• Storm season: $1,500-4,000
• Post-storm: $3,000-8,000 (72-hour blitz)

2. Google Ads - Capture Active Searchers

Why Google Ads works for roofing:

• Captures homeowners actively searching for roofers
• Appears above organic results
• Mobile click-to-call convenience
• Higher intent than social media

High-value keywords:

Emergency/Urgent:
- "emergency roof repair [city]"
- "roof leak repair near me"
- "storm damage roof"
- "roof repair open now"

Bid: $15-35 per click
Conversion: 25-40%

Planned Replacement:
- "roof replacement [city]"
- "roofing companies near me"
- "roof installation cost"
- "best roofers [city]"

Bid: $8-20 per click
Conversion: 20-35%

Google Ads structure:

Campaign 1: Emergency Repairs
- Ad groups by service type
- Mobile bid adjustments +50%
- After-hours scheduling
- Call extensions

Campaign 2: Roof Replacement
- Ad groups by material type
- Demographics: 45-70
- In-market audiences: Home improvement
- Lead form extensions

Campaign 3: Storm Response
- Activated during weather events
- Geographic targeting: affected areas only
- High urgency messaging
- Increased budget caps

Landing page requirements:

• Mobile-optimized (75% of roofing searches)
• Click-to-call button above fold
• Real customer reviews
• Transparent pricing ranges
• Clear service area
• Trust signals (licenses, insurance, warranties)

Budget: $800-3,000/month depending on market competition

3. Instagram Ads - Brand Awareness & Younger Homeowners

Why Instagram ads work:

• Visual platform perfect for transformations
• Younger homeowners (30-45)
• Brand awareness before they need new roof
• Retargeting engaged audiences

Campaign types:

1. Transformation Stories
   - Before/after carousel ads
   - Target: 30-50, homeowners
   - Goal: Brand awareness
   - Budget: $300-600/month

2. Educational Reels
   - "Signs you need new roof"
   - "How long does roof last"
   - Target: Engaged audiences
   - Goal: Retargeting pool
   - Budget: $200-400/month

4. YouTube Ads - Pre-Roll for Local Awareness

Why YouTube ads work for roofers:

• Target by geographic location
• Skip-able ads keep costs low
• Video builds trust
• Retargeting capabilities

Ad types:

Skippable In-Stream Ads:
- 15-30 second roof transformation
- Target: Local homeowners
- Budget: $300-800/month
- Cost: $0.10-0.30 per view

Bumper Ads (6 seconds):
- "Need a new roof? Call [Company]"
- Storm season awareness
- Budget: $200-500/month

Traditional Advertising That Still Works

1. Yard Signs at Active Job Sites

Why yard signs work:

• Neighbors see your work quality daily
• Social proof in the neighborhood
• Low cost, high visibility
• Generates "same neighborhood" inquiries

Best practices:

Sign design:
- Large company name and phone number
- "Licensed & Insured"
- "Ask about neighbor discount"
- Simple, readable from street
- Weather-resistant materials

Placement:
- Front yard with homeowner permission
- Visible from both directions
- Leave up for 2-3 weeks after completion
- Add "Recently completed" rider sign

Expected: 2-5 inquiries per yard sign

2. Vehicle Wraps - Mobile Billboards

ROI of vehicle wraps:

• 30,000-70,000 impressions per vehicle per day
• One-time cost: $2,500-4,000
• Lifespan: 5-7 years
• Cost per impression: fractions of a penny

Essential wrap elements:

- Company name (large, readable)
- Phone number (very large)
- "Licensed & Insured"
- Website URL
- Key services
- "Free Estimates" or "24/7 Emergency"
- Professional photos of work (optional)

3. Direct Mail (Strategic Use Only)

When direct mail works for roofing:

• Post-storm targeted campaigns to affected areas
• Neighborhood saturation after completing project
• High-income neighborhoods with aging roofs

Effective postcard formula:

Front:
- Dramatic before/after photo
- "Recently completed in your neighborhood"
- Company name and trust signals

Back:
- Neighborhood discount offer
- Free inspection offer
- Clear call-to-action
- Phone and website
- Testimonials from nearby customers

Targeting:

• Homes 18+ years old (public records)
• Post-storm affected zip codes
• Within 2 miles of recent projects

Budget: $0.50-0.80 per mailer (design, print, postage) Expected: 0.5-2% response rate

4. Local Radio (Storm Season)

When radio works:

• During active storm season
• Pre-storm preparation messaging
• Post-storm emergency response

Radio ad structure (30 seconds):

"Storm season is here. Is your [City] roof ready?

[Company Name] offers FREE roof inspections to prepare your home.

Licensed, insured, serving [City] for 25+ years.

Call [number] for your free inspection.

That's [number]. [Company Name]—your local roofing experts."

Budget: $500-2,000/month during storm season only

Storm Marketing Playbook

72-Hour Post-Storm Blitz

Immediate actions (0-6 hours post-storm):

1. Activate storm response Google/Facebook ads
2. Update Google Business Profile: "Storm damage inspections available"
3. Boost social media posts offering free inspections
4. Update website banner: Storm response messaging
5. Prepare crew for surge capacity

Day 1-3 strategy:

Facebook Ads:
- Budget: 5x normal
- Target: Affected zip codes only
- Creative: Storm damage awareness
- Offer: Free inspection + insurance help

Google Ads:
- Add storm damage keywords
- Increase bids 50-100%
- Extend hours to 24/7
- Mobile bid adjustments +75%

Direct outreach:
- Door hangers in affected neighborhoods
- Email past customers in area
- Text past customers: "Free storm assessment"

Week 1-2:

- Document damage with drones
- Process insurance claims quickly
- Generate reviews from satisfied customers
- Continue advertising at 3x normal budget

Week 3-4:

- Scale back to 2x normal budget
- Retarget website visitors
- Focus on conversion optimization
- Build pipeline for next 2-3 months

Insurance Claim Marketing

Marketing insurance claim expertise:

"Insurance Claim Experts - We Handle Everything

✓ FREE storm damage inspection
✓ Complete insurance documentation
✓ Drone damage photography
✓ Work directly with adjusters
✓ Guaranteed claim approval process
✓ You pay deductible only

Don't navigate claims alone.
[Phone] | [Website]"

Content marketing:

• "How to File Roof Insurance Claim"
• "What Does Insurance Cover for Roof Damage?"
• "Maximizing Your Roof Insurance Claim"
• Share on website, YouTube, social media

Measuring Advertising ROI

Key Metrics

Per-channel tracking:

• Cost per lead
• Lead to estimate conversion
• Estimate to contract conversion
• Average project value
• Customer lifetime value
• Overall ROI

Benchmarks by channel:

Facebook Ads:
- Cost per lead: $25-60
- Conversion rate: 20-35%
- ROI: 400-800%

Google Ads:
- Cost per lead: $40-100
- Conversion rate: 25-40%
- ROI: 300-600%

Yard Signs:
- Cost per lead: $5-15
- Conversion rate: 30-50%
- ROI: 1,000%+

Vehicle Wraps:
- Cost per lead: $2-8 (amortized)
- Conversion rate: 15-25%
- ROI: 2,000%+

Call Tracking

Why call tracking matters:

• 70% of roofing leads call (vs fill forms)
• Attribution to specific ads/campaigns
• Identify which keywords convert
• Measure rep performance

Implementation:

• Unique phone numbers per channel
• Dynamic number insertion on website
• Call recording for quality/training
• Integration with CRM

Budget: $50-150/month for call tracking service

Common Advertising Mistakes

❌ No storm response plan - Missing 40% of annual opportunities ❌ Year-round flat budget - Not adjusting for seasonal demand ❌ No call tracking - Can't measure what works ❌ Generic messaging - Not highlighting unique value ❌ Slow response times - Leads go cold within hours ❌ No retargeting - Missing 70% of website visitors ❌ Price-focused ads - Attracting low-quality price shoppers

✓ Do instead: Pre-planned storm campaigns, dynamic budget allocation, complete call tracking, differentiated positioning, 1-hour response guarantee, aggressive retargeting, value-focused messaging

Frequently Asked Questions

How much should roofing companies spend on advertising?

Allocate 8-15% of gross revenue to advertising. In competitive markets, expect $3,000-10,000 monthly split across Google Ads (40%), Facebook Ads (30%), traditional advertising (20%), and tools/tracking (10%). Increase budget 3-5x during storm response periods for maximum ROI.

Should roofing companies advertise year-round or seasonally?

Advertise year-round but adjust budget seasonally. Maintain 60% budget during peak season (spring/summer), 30% during shoulder seasons (fall), and 10% during winter. Dramatically increase (3-5x) during storm events. Consistent presence builds brand, while flexible budgets maximize ROI.

What's better for roofers: Google Ads or Facebook Ads?

Both are essential for different purposes. Google Ads captures high-intent searchers actively looking for roofers (emergency repairs, immediate replacement needs). Facebook Ads builds awareness and captures homeowners before they realize they need a new roof. Allocate 60% to Google for immediate leads, 40% to Facebook for pipeline building.

Should roofing ads show pricing?

Show ranges to qualify leads (e.g., "Roof replacement from $8,000-$18,000 depending on size and materials"). Avoid exact prices since every roof differs. Transparency attracts budget-appropriate homeowners and reduces time wasted on unqualified leads while still requiring inspection for accurate quotes.

Are yard signs still effective for roofing advertising?

Yes, yard signs deliver exceptional ROI (1,000%+) because neighbors see your work quality daily and trust recommendations from people on their street. Always get homeowner permission, use professional signs with clear contact info, and offer "neighbor discounts" to capitalize on geographic clustering.

Related Resources

• Roofing Contractor Marketing Secrets - Complete marketing guide
• How to Market a Roofing Company - Overall strategy
• Remodeling Contractor Marketing - Home improvement advertising
• Free Caption Generator - Ad copy creation
• Hashtag Generator - Social media optimization

Quick Summary

1. Storm response advertising - Increase budget 3-5x within 72 hours post-storm
2. Facebook + Google Ads - Split 40/60 for immediate + future leads
3. Yard signs at every job - 1,000%+ ROI from neighborhood visibility
4. Track all calls by source - Know exactly what's working
5. Seasonal budget adjustments - 60% peak, 30% shoulder, 10% winter
6. Show pricing ranges - Qualify leads with transparency
7. Vehicle wraps - Mobile billboards generating 30k+ daily impressions
8. Insurance claim expertise - Market your claims assistance heavily

Allocate 8-15% of revenue to advertising, prioritize storm marketing, adjust budgets seasonally.

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