In today’s digital age, homeowners and business owners turn to the internet first when they need roofing services. If your roofing company isn’t using online marketing effectively, you’re missing out on valuable leads. The good news? With the right strategy, you can dominate local search results, generate high-quality leads, and grow your business.
Here’s how to best perform online marketing for your roofing company.
Optimize Your Website for Local SEO
Your website is the foundation of your online presence. It needs to be fast, mobile-friendly, and optimized for local searches.
Key Local SEO Strategies:
- Google My Business (GMB) Optimization – Claim and verify your GMB listing, ensuring your name, address, and phone number (NAP) are consistent across the web.
- Keyword Optimization – Use relevant keywords like “roofing contractor in [City]” or “best roof repair near me” in your website content, meta titles, and descriptions.
- Local Citations – Get listed in online directories like Yelp, HomeAdvisor, and Angi to boost credibility and local search rankings.
- Customer Reviews – Encourage satisfied customers to leave reviews on Google, Yelp, and Facebook. Positive reviews improve search rankings and trust.
A well-optimized website helps your roofing company appear in local searches when homeowners need repairs or replacements. Ensure your Google My Business profile is complete with accurate contact details, service areas, and customer reviews. Use location-specific keywords throughout your website and get listed in online directories to improve your local search rankings.
Invest in Pay-Per-Click (PPC) Advertising
SEO takes time, but PPC advertising gives instant results. Google Ads and Facebook Ads allow you to target homeowners actively looking for roofing services.
Tips for a Successful PPC Campaign:
- Use High-Intent Keywords – Focus on terms like “emergency roof repair,” “roof replacement estimate,” or “best roofing company near me.”
- Geo-Targeting – Target ads to specific service areas to avoid wasting money on clicks from outside your service region.
- Call Extensions – Make it easy for customers to call you directly from your ads.
- Landing Pages – Direct ad traffic to a well-designed landing page with a strong call-to-action (CTA) like “Get a Free Estimate Today.”
PPC ads allow you to target homeowners actively searching for roofing services, bringing in immediate leads. Use high-intent keywords and geo-targeting to reach the right audience while optimizing ad copy to increase conversions. Set up compelling landing pages with strong calls to action, such as “Get a Free Roof Inspection Today,” to encourage potential customers to contact you.
Leverage Social Media for Brand Awareness & Engagement
Social media isn’t just for entertainment—it’s a powerful marketing tool. Use platforms like Facebook, Instagram, and LinkedIn to connect with homeowners and build trust.
Social Media Marketing Tips:
- Post Before & After Photos – Showcase your past projects to demonstrate expertise.
- Engage with Your Audience – Answer questions, reply to comments, and interact with followers.
- Use Facebook & Instagram Ads – Promote services, special offers, or customer testimonials with targeted ads.
- Go Live – Host Q&A sessions or show behind-the-scenes footage of your roofing team in action.
Social media helps build trust with homeowners by showcasing past projects and engaging with your local community. Regularly post before-and-after photos, customer testimonials, and educational content to establish credibility. Run targeted Facebook and Instagram ads to reach homeowners in your service area who may need roofing services in the near future.
Implement a Strong Content Marketing Strategy
Content marketing builds credibility and helps with SEO. Blogging, videos, and email newsletters establish your company as an industry leader.
Ideas for Roofing Content:
- Blog Posts – Write about “How to Spot Roof Damage After a Storm” or “Signs You Need a New Roof.”
- Videos – Create explainer videos on the roofing process or customer testimonials.
- Email Marketing – Send seasonal maintenance tips and exclusive offers to past customers.
Creating valuable content positions your business as a trusted expert in roofing services. Publish blog posts answering common homeowner questions, such as “How to Spot Roof Damage After a Storm”, and create video tutorials on roof maintenance. Send email newsletters with seasonal tips and special promotions to stay top-of-mind with past customers.
Utilize Local Service Ads (LSAs)
Google’s Local Service Ads (LSAs) are a game-changer for roofing companies. These ads appear at the very top of search results and only charge you for leads, not clicks.
How to Succeed with LSAs:
- Get Google Screened – This verifies your business and builds customer trust.
- Maintain High Review Ratings – LSAs prioritize businesses with good reviews.
- Respond to Leads Quickly – The faster you follow up, the more likely you’ll close the sale.
Google’s Local Service Ads put your business at the top of search results and only charge you for actual leads. To maximize success, maintain a strong review rating, respond to leads quickly, and complete Google’s verification process. These ads provide a cost-effective way to generate high-quality roofing leads compared to traditional advertising.
Use Retargeting to Capture Missed Leads
Many potential customers visit your website but don’t convert on their first visit. Retargeting ads remind them about your services and bring them back when they’re ready to buy.
How Retargeting Works:
- Show ads to people who visited your website but didn’t request a quote.
- Use Facebook Pixel or Google Remarketing to track visitors and display relevant ads.
- Offer a discount or limited-time promotion to encourage them to take action.
Many visitors to your website don’t convert right away, but retargeting ads can bring them back when they’re ready to buy. Set up Google and Facebook remarketing ads to show your services to people who previously visited your site. Offer a limited-time discount or free consultation to encourage potential customers to take action.
Partner with Local Businesses & Network Online
Forming strategic partnerships can drive more leads to your business. Collaborate with real estate agents, home inspectors, and insurance adjusters who can refer clients in need of roofing services.
Ways to Network Online:
- Join local Facebook groups and offer roofing advice.
- Engage in LinkedIn industry discussions.
- List your business in local chamber of commerce directories.
Building relationships with real estate agents, home inspectors, and insurance adjusters can bring in steady referrals for your roofing company. Engage in local Facebook groups, respond to homeowner inquiries, and provide expert advice to build credibility. Listing your business in local networking directories and chambers of commerce can also help increase visibility and attract more customers.
Monitor & Adjust Your Marketing Strategy
Online marketing isn’t a one-and-done task. It requires continuous monitoring and improvement.
Tools to Track Performance:
- Google Analytics – Measure website traffic and user behavior.
- Google Search Console – Track your search rankings and fix SEO issues.
- Facebook Insights – Analyze social media engagement.
- Call Tracking Software – Determine which ads generate the most phone calls.
Regularly analyze your marketing efforts to identify what’s working and where improvements are needed. Use Google Analytics, Facebook Insights, and call tracking software to measure performance and adjust campaigns accordingly. Continuously optimize your SEO, PPC, and social media strategies to maximize lead generation and business growth.
A strong online marketing strategy can help your roofing business stand out, attract more leads, and increase revenue. By focusing on local SEO, PPC, social media, content marketing, and networking, you’ll create a steady stream of roofing customers year-round.
Need help setting up a website for your roofing company? Contact us today to get started!
