Lead generation for roofers: 7 Proven Winning Strategies

Why Lead Generation for Roofers is Crucial for Long-term Growth

Lead generation for roofers is all about attracting new customers to your business without constantly knocking on doors. Successful roofing contractors today use smarter marketing methods to gain visibility, attract qualified leads, and grow sustainably.

Here are some of the most effective ways for roofers to generate leads without traditional door-knocking:

1. Local Search Engine Optimization (SEO): Optimizing your website and your Google Business Profile to rank high in local search results.
2. Pay-per-click (PPC) Advertising: Targeting ads to people actively searching for roofing services, especially through Google Search Ads and Local Service Ads (LSAs).
3. Content Marketing: Creating helpful content such as blog posts, service pages, and lead magnets that attract prospects by answering their roofing questions.
4. Email Marketing: Sending automated, personalized messages to nurture leads and drive conversions.
5. Website Optimization: Making your site user-friendly, clear, and designed specifically to convert visitors into customers.

In short, the key to scaling your roofing business isn’t knocking on every door—it’s being easily found online by potential customers actively looking for your services.

The Importance of Inbound Lead Generation for Roofers

Every roofing contractor knows the truth: without a steady stream of new customers, your business simply can’t grow. As one of our clients once told us, “My roofing company was like a roller coaster before I figured out lead generation – feast or famine, with no predictability.”

Roofing lead generation has undergone a dramatic change in recent years. The days when knocking on doors after a storm could sustain a roofing business year-round are fading fast. Today’s homeowners aren’t waiting for someone to knock – they’re actively searching online when they need roofing services.

This shift in consumer behavior is striking: research shows that 85% of people now use the internet to find local businesses, including roofing contractors. Having a strong online presence isn’t just a nice addition to your marketing – it’s become the foundation of sustainable growth.

“We’ve watched the roofing industry evolve significantly over the past decade,” explains our Senior Digital Strategist at Improve & Grow. “The most successful roofing companies we partner with today have moved beyond the feast-and-famine cycle of storm chasing. They’re building sustainable businesses through strategic inbound marketing that delivers consistent, high-quality leads month after month.”

When we talk about inbound marketing for roofers, we’re talking about a fundamental shift in approach. Instead of interrupting potential customers with cold calls or door knocking, you’re positioning your business to be found exactly when people are actively searching for the services you provide. It’s like having your door open and welcoming when someone is specifically looking for you – rather than knocking on doors hoping to find someone who might need you.

The benefits of this approach are substantial and measurable. Higher quality leads come through inbound channels because these prospects are actively seeking roofing services. They’ve identified a need and are searching for solutions – making them far more likely to convert than someone who wasn’t thinking about their roof until you knocked on their door.

The return on investment for inbound lead generation typically outperforms traditional methods over time. While there’s an upfront investment in building your online presence, the cost per lead tends to decrease as your digital assets gain traction, while conversion rates often increase.

Perhaps most importantly for growing roofing companies, inbound marketing offers true scalability. Unlike door knocking, which is directly limited by how many neighborhoods your team can physically visit, digital marketing can reach thousands of potential customers simultaneously across your entire service area.

This approach also naturally builds your brand credibility and trust. When homeowners find helpful information on your website, read your positive reviews, or see your professional online presence, they’re already developing confidence in your company before you ever speak with them.

Finally, inbound marketing creates long-term assets that continue working for you. The website, content, and online reputation you build becomes a valuable business asset that generates leads month after month – unlike one-time advertising or canvassing efforts that stop producing the moment you stop paying.

With homeowners increasingly turning to Google as their first step when considering roofing projects, lead generation for roofers must focus on meeting potential customers where they’re already looking – online. The companies that master this approach are the ones positioning themselves for sustainable, predictable growth in the years ahead.

Optimize Your Roofing Website for Lead Generation

Your website is essentially your digital storefront. And just like a physical store, first impressions matter—a lot. If your website isn’t optimized to quickly engage visitors and prompt them to take action, you’re losing valuable leads to competitors who do it better.

A truly effective roofing website isn’t just visually pleasing—it’s specifically built to convert visitors into leads. How do you achieve this? First and foremost, make sure your website clearly communicates what makes your roofing business unique. Within seconds of landing on your homepage, visitors should understand exactly why they should choose you over the competition.

Next, visitors shouldn’t have to hunt around for contact details—your phone number and contact information should be prominently displayed, ideally right at the top of every page. Multiple points of conversion are also key: include contact forms, click-to-call buttons, and live chat options throughout your site to give prospects plenty of opportunities to reach out.

Trust is everything in home improvement. Showcase your credibility by featuring trust indicators prominently: licenses, certifications, insurance, and warranty details. Social proof also matters immensely—client testimonials, reviews, and photo galleries of your finished roofing projects help reassure visitors they’re choosing the right contractor.

Your calls-to-action (CTAs) shouldn’t be an afterthought. Rather than generic “contact us” buttons, use compelling, action-oriented phrases like “Get Your Free Roof Inspection Today” or “Request Your Quote Now”. Clear, persuasive CTAs can dramatically boost your conversion rates. In fact, our analysis of top-performing roofing websites found that sites with clear CTAs and multiple conversion points typically convert visitors into leads 2-3 times better than sites lacking these crucial features.

And don’t underestimate the power of website speed. Today’s homeowners expect websites to load almost instantly—ideally in under two seconds. “Nearly 60% of consumers abandon a website if it takes more than three seconds to load,” explains our website optimization specialist at Improve & Grow. “For roofers, this means many potential leads leave before even seeing your offer. Optimizing your website for speed is about more than technical details—it’s directly tied to your overall lead generation success.”

Another crucial consideration is mobile responsiveness. Over 60% of searches now happen on smartphones, meaning your website must look and function perfectly on mobile devices. If your site is slow or awkward to steer on a smartphone, prospects will quickly click away to another contractor who makes the experience effortless.

Focus on user-friendly navigation that allows prospects to easily find detailed information about your roofing services, the areas you serve, and how they can reach you. Including location-specific content that highlights your local expertise—such as mentioning unique roofing challenges in your area or referencing local landmarks—also helps you rank higher in local searches and resonates with homeowners looking for a local expert.

Want even more tips on how to turn website visitors into qualified leads? Check out our detailed guide: More info about generating more roofing leads.

Implement On-site SEO Best Practices

While having an attractive, easy-to-use website is essential, it’s equally important that potential customers can actually find it when searching online. That’s where on-site SEO (Search Engine Optimization) comes into play—it’s the engine that drives visitors directly to your digital doorstep.

As one of our senior strategists at Improve & Grow likes to say, “Your website should be your hardest-working salesperson. But it can only sell effectively if prospects can find it.” Proper on-site SEO helps your roofing company’s website appear prominently when homeowners search for services like roof repair or replacement in your area.

Start by identifying relevant keywords that align with the services you offer, such as “roof repair in [city],” “roof replacement near me,” or “emergency roof leak repair.” Naturally integrate those keywords into your website’s content—particularly in key spots like page titles, meta descriptions, headings (H1, H2, H3, etc.), URLs, image alt text, and the main body content.

Technical SEO is another important consideration. A technically sound website loads quickly, is mobile-friendly, and uses secure HTTPS connections. You’ll also want to incorporate proper schema markup (structured data that helps Google understand your services and location), an XML sitemap, and a clean, simple URL structure.

Dedicated service pages are a must-have for roofing contractors. Each service—whether roof inspections, storm damage repairs, replacements, or maintenance—should have its own detailed page that clearly outlines what homeowners can expect when they choose your company. Include details about your process, the benefits homeowners receive, customer testimonials specific to that service, and images or videos to showcase your expertise.

If your roofing business serves multiple locations, creating individual pages for each area is an excellent way to boost local SEO. Include information specific to each community, such as common roofing issues in that locale, local testimonials, area references, and a map clearly indicating your service area.

Roofing companies that invest in strategic and thoughtful on-site SEO typically see impressive results. Industry data shows that businesses with strongly optimized websites can attract up to 1000% more traffic than those relying entirely on social media or other channels alone. For more information about the importance of technical SEO for local businesses, check out Google’s guide to SEO basics.

But remember: quality content always outperforms keyword-stuffed, unnatural pages. Your goal is to create genuinely helpful, informative pages that answer common questions homeowners have. By clearly demonstrating your expertise and commitment to customer satisfaction, your website becomes a trusted resource—not just another sales pitch.

Leverage Local SEO to Boost Visibility

When you’re running a roofing business, local visibility isn’t just helpful—it’s essential. After all, your ideal customers aren’t scattered across the country; they’re homeowners right in your own backyard. That’s why lead generation for roofers heavily depends on smart Local SEO strategies.

Local SEO is all about making sure your roofing business appears prominently when someone nearby searches for services like “roof repair near me” or “roofing contractors in [your city].” By ranking well in these location-specific searches, you attract potential customers already looking for the exact services you offer.

Here’s why Local SEO matters so much: studies show that 93% of local searches on Google trigger the “Map Pack” results—those prominent local listings you see right at the top of search results. When you’re featured there, you’re positioned perfectly to capture leads exactly when homeowners are ready to reach out.

Our Local Search Specialist here at Improve & Grow often emphasizes just how powerful Local SEO is: “Local SEO is arguably the most important digital marketing strategy for roofing contractors. Done right, it consistently places your roofing business in front of homeowners exactly when they’re actively searching for your services.”

A strong Local SEO strategy hinges on several key factors. Optimizing your Google Business Profile is foundational, helping customers quickly find accurate info about your business. Ensuring consistent and accurate local citations (mentions of your business name, address, and phone number across directories and websites) builds credibility with search engines. Actively managing customer reviews boosts your reputation, reassuring potential customers that choosing your roofing business is a safe bet. Crafting local-focused content—such as city-specific service pages or blog posts—helps establish your authority in the areas you serve. Plus, building local links from trusted businesses and organizations in your area can significantly strengthen your SEO profile.

The impact of Local SEO isn’t small potatoes, either: roofing contractors who commit to a comprehensive local SEO strategy typically see a 70-80% increase in their local lead generation within just 3-6 months. Not bad for a strategy that keeps working for you behind the scenes.

Optimize Your Google Business Profile

Your Google Business Profile (formerly called Google My Business) is hands-down one of the most important digital assets your roofing company has. It’s totally free, yet it’s incredibly powerful for boosting your local visibility and driving qualified leads.

To maximize the effectiveness of your Google Business Profile, first make sure you’ve claimed and verified your listing—giving you full control over your business information. Next, thoroughly fill out every section available—your exact legal business name, primary category (Roofing Contractor), secondary categories like Roof Inspector or Gutter Cleaning Service, and the full scope of your service area. Provide detailed descriptions of your services, clearly state your unique value proposition in your business description, and keep your operating hours accurate and up-to-date.

Visuals matter too—so don’t skimp on adding attractive, professional, high-quality photos. Showcase your roofing projects with compelling before-and-after images, your team in branded attire, your vehicles, as well as your crew working safely on-site. Regularly posting fresh updates—such as recently completed roofing projects, special promotions, or helpful roofing tips—keeps your profile active and engaging.

Managing customer reviews effectively is another critical piece of the puzzle. Homeowners make decisions based on trust, and nothing builds trust faster than seeing positive feedback from satisfied customers. Be sure to respond promptly and thoughtfully to all reviews—even negative ones—so potential customers know you care about quality and customer service. And don’t forget to actively ask your happy customers to leave reviews—this simple step can dramatically increase the effectiveness of your profile.

Our review management specialist puts it simply: “92% of people read online reviews before contacting a roofing company, and 74% say that positive reviews help them trust a local business. Reviews are digital word-of-mouth referrals, and they’re incredibly influential in driving conversions.”

Lastly, pay close attention to Google’s Q&A feature on your profile. Answer all questions promptly and clearly, as these answers remain publicly visible—and often help potential customers overcome hesitations they may have.

A well-optimized Google Business Profile creates multiple opportunities for potential customers to contact your roofing company directly from search results—sometimes even skipping your website entirely. With this streamlined path to conversion, it’s no wonder optimizing your Google profile is a powerhouse tactic for effective lead generation for roofing companies.

Use Pay-Per-Click Advertising to Reach Ready-to-Buy Customers

While organic marketing strategies like SEO build long-term value, sometimes you just need leads fast. Pay-Per-Click (PPC) advertising can be your go-to solution for immediate visibility and quick lead generation. When homeowners urgently need roofing services, they’re likely typing phrases like “emergency roof repair” or “roof replacement near me” into Google. With PPC, your roofing company can appear right at the top of these search results—exactly when prospects are ready to buy.

Our PPC campaign manager describes PPC advertising like this: “It’s like having a hotline straight to homeowners actively looking for roofers. They’re already motivated—you’re simply showing up at exactly the right moment.”

The numbers back this up: on average, businesses make $2 for every $1 spent on Google Ads, and visitors coming from PPC ads are about 50% more likely to become paying customers compared to visitors from organic search results.

To generate maximum results from your PPC campaigns, start with carefully selecting high-intent keywords like “roof replacement contractor near me,” “emergency roof leak repair,” or “best roofing company in [your city].” Focusing your ads on these types of keywords signals clear buying intent, ensuring you’re reaching the right audience at the right time.

Next, make your ads hyper-local and targeted by creating separate campaigns for each city or community you serve. Use ad copy that quickly communicates your roofing company’s key differentiators—things like years of experience, comprehensive warranties, emergency availability, financing options, or free roof inspections. This helps set you apart from competitors who are also vying for that prime ad space.

Google Ads provides plenty of opportunities to improve your ads further. Ad extensions, such as location, call, sitelink, structured snippets, and callout extensions, add credibility and make it even easier for prospects to get in touch with you. Plus, they help your ad occupy more space on the results page, pushing competitors further down.

Once potential customers click your ad, it’s crucial to deliver them to a dedicated landing page that’s specifically crafted to convert. Don’t just send them to your general homepage—instead, create landing pages that perfectly align with each ad’s message, clearly communicate your offer, and prominently feature trust signals like certifications, testimonials, or ratings. These landing pages should load lightning-fast on mobile and desktop and feature a clear, compelling call-to-action (CTA)—such as “Schedule a Free Roof Inspection Now.”

Don’t forget to track your results. Implementing call tracking through dynamic phone numbers allows you to see exactly which ads and keywords generate calls, providing valuable data to optimize future campaigns. While roofing keywords can be competitive, investing sufficient budget and setting strategic bids during peak hours ensures you maintain prime visibility and attract quality leads consistently.

At Improve & Grow, we’ve seen roofing clients achieve conversion rates from click-to-lead as high as 15-25%, significantly above average industry benchmarks. If you’re looking to quickly and effectively boost your roofing lead generation strategy, PPC advertising is an essential tactic to include in your marketing playbook.

For more actionable strategies to boost your roofing business growth, check out our guide on contractor lead generation strategies.

Take Advantage of Local Service Ads (LSAs)

Another powerful PPC tool that’s quickly becoming a favorite for roofing contractors is Google’s Local Service Ads (LSAs). These ads don’t just appear prominently—they sit right at the very top of search results, even above traditional PPC ads. And that coveted top spot can be a game-changer for roofing contractors serious about lead generation.

LSAs come with an added trust factor—the “Google Guaranteed” badge. This badge provides instant credibility, reassuring customers that Google has thoroughly vetted your roofing company, including verifying licensing, insurance, and background checks. Think of it as Google’s stamp of approval, giving homeowners peace of mind at a glance.

Here’s how LSAs differ from traditional PPC ads at a glance:

Feature	Traditional PPC	Local Service Ads
Position in search results	Below LSAs, above organic	Top of search results
Payment model	Pay per click	Pay per lead
Google Guaranteed badge	No	Yes
Background checks required	No	Yes
Lead qualification	Limited	Pre-screened by Google
Ad format	Text with extensions	Photo, reviews, phone number
Targeting options	Extensive	Limited to service area

Our digital marketing specialists at Improve & Grow have seen how well LSAs work for roofing contractors. Since leads that come through LSAs are essentially pre-qualified by Google, clients regularly see higher-quality leads, improved conversion rates, and a lower cost per acquisition (often 20-30% lower than traditional PPC).

To maximize your results from LSAs, start by completing the verification process thoroughly. Yes, it may take a bit of effort up front, but it’s absolutely worth it. Once you’re verified, actively manage and encourage customer reviews—your star rating appears directly in your LSA and strongly influences customer decisions.

Remember to respond quickly to leads. Google tracks your responsiveness, which can impact your ads’ visibility. Also, stay on top of reporting invalid or unqualified leads to ensure you’re only paying for legitimate roofing prospects.

Finally, start with Google’s recommended budget, then adjust based on the results you see. Done right, LSAs offer a reliable, cost-effective way to keep your lead pipeline full and your roofing business thriving.

Engage in Content Marketing to Attract and Educate Leads

In roofing, being seen as the local expert can make all the difference. Content marketing offers a refreshing approach to lead generation for roofers that feels less like selling and more like helping. Instead of interrupting potential customers with ads, you’re providing exactly what they’re searching for – valuable information about their roofing concerns.

“Content marketing for roofers isn’t about selling—it’s about solving problems,” explains our Content Strategist. “When you consistently provide helpful information about roofing issues, you position your company as the trusted expert before a prospect ever calls you.”

Think about the last time you had a question about your home. You probably turned to Google, right? That’s exactly what your potential customers are doing when they notice a leak or are considering a roof replacement. By creating content that answers these questions, you’re building trust while they’re still in research mode.

Great content marketing for roofing businesses starts with educational blog posts that address common homeowner concerns. Articles like “How to Spot Signs of Roof Damage After a Storm” or “Understanding Roofing Warranties: What Homeowners Should Know” position you as helpful and knowledgeable. These pieces don’t just attract traffic – they demonstrate your expertise before a potential customer ever speaks with you.

Your service pages deserve special attention too. Rather than just listing what you offer, create comprehensive pages that explain the benefits to homeowners, detail your unique process, and answer frequently asked questions. This approach not only helps with SEO but gives hesitant customers the information they need to feel confident contacting you.

Don’t forget the power of localized content. Writing about area-specific roofing challenges or local building requirements shows that you truly understand the needs of homeowners in your service area. When someone searches for “best roofing material for [your city],” this targeted content helps you stand out from national competitors.

Visual content creates an immediate connection with potential customers. Before and after galleries, infographics explaining roof components, and videos of your team in action all help homeowners envision working with you. Many roofing contractors find that drone footage of completed projects is particularly effective at showcasing the quality of their work.

One often overlooked content strategy is creating lead magnets – valuable downloadable resources that visitors receive in exchange for their contact information. A comprehensive “Roof Maintenance Checklist” or “Emergency Roof Repair Guide” provides immediate value while allowing you to nurture these leads through follow-up communications.

Industry data confirms what we’ve seen with our own clients: 6 out of 10 online consumers make purchasing decisions after reading relevant blog content. For roofing contractors, this translates directly to more informed leads who are further along in their decision-making process when they finally pick up the phone.

The secret to successful content marketing isn’t complicated, but it does require commitment. Consistency and quality matter more than quantity. Publishing high-quality, helpful content on a regular schedule signals to both potential customers and search engines that your company is active, knowledgeable, and trustworthy – exactly what homeowners want in a roofing contractor.

Develop SEO-Friendly Blog Content

A strategic blog is the workhorse of your content marketing efforts and an invaluable tool for roofing project lead generation. When done right, your blog attracts potential customers through search, establishes your expertise, and naturally guides readers toward becoming leads.

The foundation of effective blog content starts with solid keyword research. Rather than guessing what your customers are searching for, use tools like Google Keyword Planner to identify specific topics with decent search volume and moderate competition. Focus particularly on long-tail keywords – longer, more specific phrases like “how to fix a leaking roof during rain” rather than just “roof leak.” These longer phrases typically have less competition and attract more qualified prospects.

Your blog should directly address specific customer questions that homeowners are asking. Articles that tackle topics like “How much does a new roof cost in [your city]?” or “Can I replace my roof in winter in [your state]?” not only attract traffic but position you as the local authority on these issues. Pay attention to the questions customers frequently ask during consultations – these make excellent blog topics.

“Blog content serves multiple purposes in your lead generation strategy,” notes our Content Marketing Specialist. “Beyond attracting organic traffic, these articles provide valuable content you can share in social media, email newsletters, and even in follow-up communications with prospects.”

When creating blog content, aim for comprehensive, valuable information that truly helps the reader. Surface-level articles that barely scratch the topic won’t impress potential customers or search engines. Aim for 1,000+ words to thoroughly cover topics, include step-by-step instructions where appropriate, and use subheadings to make your content easily scannable. Incorporating relevant images, diagrams, or videos makes complex roofing concepts more accessible to homeowners.

While writing for your human readers is most important, don’t forget to optimize for search engines too. Include your target keywords naturally in your title, headings, and throughout the content. Write compelling meta descriptions that entice people to click through from search results. Use internal links to guide readers to relevant service pages, and always add descriptive alt text to all images.

Perhaps the most challenging aspect of blogging is maintaining a consistent publishing schedule. Many roofing contractors start strong but struggle to keep up with regular posts. Commit to a realistic schedule – whether that’s weekly, bi-weekly, or even monthly – and create an editorial calendar around seasonal roofing topics. Don’t forget to periodically update older posts with fresh information to keep them relevant and performing well in search.

The results of a strategic blogging approach can be remarkable. Our roofing clients typically see a 25-40% increase in organic traffic within 6 months of implementing a consistent, SEO-focused blogging strategy. This increased visibility translates directly to more qualified leads for their businesses.

Every blog post should include clear calls-to-action. After providing valuable information, gently guide readers toward the next logical step, whether that’s contacting you for an inspection, downloading a related guide, or signing up for your newsletter. The best blog content doesn’t just inform – it starts conversations that lead to new business opportunities.

Nurture Prospective Clients with Email Marketing

Email marketing might sound a little old-school, but here’s the thing: it continues to be one of the most powerful tools available for roofing lead generation. In fact, industry studies consistently find that email marketing delivers an average ROI of $36 for every $1 spent. Not too shabby, right?

Think about it—when someone contacts your roofing company, they often aren’t ready to immediately buy. Maybe they’re researching roof replacement options, comparing local contractors, or planning ahead for a future project. With email marketing, you gently stay in touch, keeping your business top-of-mind until they’re ready to choose a roofer. As our email marketing expert here at Improve & Grow likes to say, “Email remains one of the most effective channels for nurturing leads and driving conversions.”

So, how do you make email work effectively for your roofing business?

First, you need a high-quality email list. This isn’t just about numbers; it’s about building relationships. Offer valuable resources like free roof maintenance checklists or guides on choosing the best roofing material in exchange for website visitors’ email addresses. You can also collect emails during consultations, estimates, or through your social media profiles.

Next, make sure you’re sending content that’s relevant and personalized. The secret sauce to a successful email campaign is in the segmentation. Instead of shooting out generic messages, break down your email list into segments based on specific interests or needs—things like residential vs. commercial roofing, roof replacement vs. roof repair, or even by neighborhood or city. This lets you speak directly to each person’s unique situation.

One of the most powerful email strategies we’ve found at Improve & Grow is to create automated email sequences. These automated emails help you nurture leads effortlessly. You can welcome new subscribers with a friendly introduction to your business, educate them about different roofing materials through a series of helpful tips, or follow up after delivering an estimate. You can even remind homeowners about seasonal roof maintenance—remember, the more valuable your content, the likelier they are to choose you when they’re ready to buy.

What kind of content works best for roofers? Think before-and-after photos showcasing your craftsmanship, quick tips to protect their roofs in bad weather, testimonials from happy homeowners, limited-time promotions, or answers to frequently asked roofing questions. And don’t forget to add a personal touch—using the recipient’s first name or referencing their specific roofing concerns can significantly boost engagement.

And let’s address the elephant in the room: nobody likes spam. By sending emails at a steady but manageable pace—usually around two to four emails per month—you’re balancing staying top-of-mind without overwhelming your subscribers.

Email marketing helps you build long-term relationships with potential customers. Even if a homeowner isn’t quite ready for a new roof today, your helpful content ensures they’ll think of your business first when the time comes. Done right, email marketing isn’t just a sales tactic—it’s a way to build trust, demonstrate expertise, and convert leads into happy, loyal roofing customers.

Complement with Supporting Digital Strategies

While your core inbound tactics—like Local SEO, PPC advertising, and content marketing—do the heavy lifting in your roofing lead generation strategy, there are several supporting digital strategies that can amplify your results. Think of these tactics as your digital marketing entourage—never the stars of the show, but always there in the background, ensuring nothing slips through the cracks.

These complementary methods help build brand recognition, increase trust with your audience, and keep your roofing company top-of-mind for homeowners. Let’s explore these supporting strategies.

Social Media Presence

Social media might not generate direct roofing leads like your Google ads or Local SEO will, but it’s still valuable as a brand-building tool. Sharing before-and-after photos of your roofing projects gives homeowners visual proof of your expertise. Providing educational content—such as quick tips on spotting roof damage or choosing between roofing materials—positions you as the local roofing authority.

Platforms like Facebook and Instagram are ideal spaces to humanize your brand. Share behind-the-scenes glimpses of your team hard at work, introduce employees, or highlight community involvement. Engaging regularly with your audience through comments and messages builds trust and familiarity, ensuring your roofing company is remembered when prospects are ready to make a buying decision.

Video Marketing

Let’s face it—roofing isn’t always the most glamorous industry. But videos have a special way of making even shingles exciting (well, almost). Video content gives you a powerful way to showcase your craftsmanship and professionalism, building trust long before prospects ever pick up the phone.

Consider using drone footage to capture stunning views of your finished roofing projects. Quick educational videos explaining common roofing problems or FAQs are great for helping potential customers feel more informed. Customer testimonials filmed on-site can offer social proof, reassuring homeowners that your roofing company delivers excellent work.

According to recent studies, 89% of people say videos play a major role in their buying decisions. So, while video marketing won’t single-handedly drive all your leads, it offers valuable support to your overall marketing strategy.

Display Advertising

Display ads (image-based banner ads on third-party websites) probably won’t dominate your lead gen strategy. But they can play a helpful supporting role by boosting brand awareness within your local market. These ads keep your roofing company visible, reinforcing your message and complementing your high-performing PPC and Local Service Ads.

Think of display ads as roadside billboards in the digital world—they remind prospects that you’re out there, ready to help when they finally decide it’s time for that roof repair or replacement.

When paired with other digital tactics, display ads contribute to a cohesive marketing presence that builds trust and encourages conversions down the line.

Use Retargeting to Stay Top-of-Mind

Ever browsed for a product online only to see ads for it following you around the web for weeks afterward? Welcome to retargeting, your roofing company’s new best friend. Retargeting involves creating ads specifically aimed at visitors who’ve previously checked out your website but didn’t contact you.

Here’s how it typically works: a homeowner looks up roof replacement options, visits your website, and then leaves without requesting an estimate (sadly, about 98% of visitors do this). Later, as they casually scroll through news sites or social media, they spot your retargeting ad reminding them you’re still there, ready to help.

To get started, you’ll need to install website tracking pixels from platforms like Facebook and Google Ads. From there, you can create targeted ad campaigns directed toward different segments of your website visitors—such as those who visited your roof replacement page or spent significant time browsing your service offerings.

Effective retargeting ads often feature strong visuals of your work, testimonials from satisfied customers, or clear value propositions like free inspections or available financing options.

Retargeting typically achieves conversion rates two to three times higher than regular display ads, making it a cost-effective way to boost your overall roofing lead generation campaign.

Together, these supporting digital strategies—social media, video marketing, display ads, and retargeting—help your roofing business maintain consistent visibility and brand authority. While they won’t replace your main inbound marketing methods, they add crucial layers of trust and familiarity, setting the stage for higher-quality leads and more successful conversions.

Evaluate Third-Party Lead Services Carefully

When you’re focused on scaling your roofing business, it can be tempting to jump straight into platforms like Angi (formerly Angie’s List), HomeAdvisor, Thumbtack, Porch, Houzz, Yelp, or Networx. These third-party lead services seem attractive because of their quick setup, pay-per-lead pricing model, and seemingly immediate access to potential roofing customers. But before diving in, it’s important to pause and evaluate the pros and cons of these services thoroughly.

The biggest draw of these platforms is undoubtedly ease of entry. With minimal setup, you can start receiving leads almost instantly. You only pay when someone expresses interest, making the initial investment low-risk. For roofers looking to boost lead volume quickly, this feels like an appealing, low-commitment solution.

However, it’s important to understand the hidden costs and limitations that often accompany these platforms. One of the main drawbacks is the issue of lead exclusivity. Many third-party leads aren’t exclusive—they typically go to you and multiple competitors at the same time. This means you’re immediately placed in a bidding war, racing to respond first or offer the lowest price, which isn’t ideal for building profitable customer relationships.

Additionally, many roofers find the quality of leads from third-party services to be variable and often lower than leads generated through inbound methods like Local SEO, PPC, or content marketing. Because the leads aren’t pre-qualified, you’ll spend extra time and effort on conversations with prospects who may not be serious or ready to buy.

Another key consideration is brand control. On third-party platforms, your company is simply one option among many, with limited ability to showcase your unique value and differentiate your roofing services. Without a strong brand presence, you’ll often compete solely on price rather than quality and reputation.

From a financial perspective, the customer acquisition cost (CAC) can be deceptively high. While paying per lead seems straightforward, focusing on converting these leads into paying customers often requires substantial time, effort, and budget. Over time, many roofers find themselves in a cycle of continuously paying for leads without building lasting marketing equity or long-term value.

Here’s a quick comparison that highlights the differences between third-party lead services and investing in your own inbound marketing system:

Aspect	Third-Party Lead Services	In-House Marketing
Initial setup	Quick and easy	Requires time and investment
Lead exclusivity	Often shared with competitors	Exclusive to your business
Cost structure	Pay per lead	Pay for marketing assets
Lead quality	Variable, often lower	Generally higher
Long-term value	No asset building	Creates owned marketing assets
Brand control	Limited	Complete
Customer Acquisition Cost	Generally higher over time	Lower over time
Scalability	Limited by budget	Highly scalable

As one of our senior strategists at Improve & Grow explains, “Third-party lead services can help boost leads in the short term. But if you’re looking for sustainable growth and higher-quality leads, investing in your own inbound lead generation system will always deliver better results over the long run.”

If you decide to test third-party lead platforms, we recommend starting small. Keep a close eye on your conversion rates and true customer acquisition cost, and respond rapidly to leads—studies consistently show that response speed dramatically affects your success.

Use third-party services carefully, as a short-term supplement rather than your main strategy. Meanwhile, start building your own inbound marketing assets like a fully optimized website, Local SEO, PPC campaigns, and strong content marketing. When done correctly, these tactics deliver exclusive, better-qualified leads at a much lower cost per acquisition.

In fact, many roofing companies we’ve partnered with at Improve & Grow initially depended heavily on third-party leads, only to find themselves frustrated by costs, competition, and inconsistent lead quality. By shifting marketing budgets toward inbound strategies, they’ve enjoyed higher close rates, lower overall costs, and sustainable growth they control completely.

One of our clients previously spent thousands each month on third-party leads, closing roughly 10%. After transitioning to inbound marketing strategies, they generated better qualified leads at half the customer acquisition cost. Their close rate jumped to 40% because leads were pre-qualified and exclusive to their business.

Bottom line? While third-party lead services like Angi, HomeAdvisor, or Thumbtack can provide quick fixes, they’re rarely the key to sustained growth and success in roofing. Investing wisely in your own inbound lead generation assets will consistently deliver better ROI, higher-quality customers, and long-term control over your roofing business’s growth trajectory.

Frequently Asked Questions about Lead Generation for Roofers

How Much Should Roofers Invest in Marketing?

Determining the right marketing budget can feel tricky, especially when you’re focused on ROI. As a general rule of thumb, most roofing companies invest about 5-10% of their annual revenue into marketing, but the ideal amount depends on your specific growth goals and how competitive your local market is.

If you’re an established roofer aiming for steady, sustainable growth, investing around 5-7% of your revenue typically yields great results. However, if your market is highly competitive or you’re targeting aggressive growth goals, bumping that number to 8-10% or more might be necessary.

But percentages aren’t the whole story. “The right marketing budget isn’t just about picking a number,” explains our Marketing Director at Improve & Grow. “It’s about knowing your customer lifetime value, calculating an acceptable cost per customer acquisition, and then investing accordingly.”

For instance, let’s say your average roof replacement project brings in around $10,000 with a 30% profit margin. That means your profit per job is about $3,000. In that scenario, investing between $1,000 and $1,500 per new customer makes good financial sense—especially considering the potential for referrals and repeat business down the line.

From our experience, roofing companies that see strong growth usually begin with a monthly marketing budget in the $2,500 – $5,000 range. This budget typically includes essentials like website optimization, Local SEO (including Google Business Profile management), PPC advertising (including Local Service Ads), content creation, and email marketing automation. Once you start seeing consistent results, you can scale up your investment to accelerate growth further.

Which Digital Marketing Strategies Offer the Best ROI for Roofers?

With so many ways to attract new customers online, you’re probably wondering which digital strategies offer the strongest return. At Improve & Grow, we’ve helped many roofers boost their growth, and here’s what consistently delivers the best results:

First, Local Service Ads (LSAs)—those prominently placed Google listings with the “Google Guaranteed” badge—often deliver the highest-quality leads at the lowest acquisition cost. Many roofers report returns of 5-7 times their investment with LSAs because these leads are pre-screened by Google and actively looking to hire.

Next up, Local SEO (especially optimizing your Google Business Profile) offers outstanding long-term ROI. While it takes a few months to see significant results, Local SEO brings in a steady stream of qualified leads at a low ongoing cost once you’ve established your presence.

Strategically managed Pay-Per-Click (PPC) advertising, especially Google Search Ads targeting high-intent keywords like “roof replacement contractor near me,” typically produces 3-5X returns. You’ll see quicker results with PPC, making it a great complement to your longer-term Local SEO efforts.

Another standout is email marketing, which remains one of the most affordable and effective ways to nurture existing leads and past customers. With an average ROI of $36 for every $1 spent, email marketing can significantly boost conversions, especially for roofers whose sales cycles often stretch over weeks or even months.

Finally, content marketing—including educational blogs, service and location pages, and FAQs—is a strategy that starts slow but yields substantial results over time. As your content library grows and gains organic search visibility, you’ll attract more qualified leads month after month, creating a lasting advantage over competitors.

The real magic happens when you combine these strategies. As our Digital Strategist often says, “The best ROI isn’t found in a single tactic, but in an integrated approach where each channel supports and amplifies the others.”

How Long Does It Take to See Results from Inbound Marketing Efforts?

You’re investing in inbound marketing because you want sustainable growth—but how quickly can you realistically expect to see results? The truth is, it depends on which tactic we’re talking about.

With PPC advertising and Local Service Ads, you can start attracting qualified leads almost immediately—usually within the first week or two after launching your campaigns. These paid channels offer quick wins and can keep your lead flow steady while you develop longer-term strategies.

When it comes to Local SEO and optimizing your Google Business Profile, initial improvements in visibility typically appear within 30-60 days. However, the full impact—like consistent, increasing lead flow—usually kicks in around the 3-6 month mark.

Improving your website’s conversion rate through website optimization typically yields noticeable results in as little as 30 days after making strategic changes. Better user experience and clear, compelling calls-to-action mean that more visitors become leads—without increasing your ad spend.

For content marketing and organic SEO, patience is key. You’ll start seeing initial improvements in organic traffic and keyword rankings within 3-6 months, but substantial, steady lead generation usually happens between 6-12 months into your content efforts. The good news? Once content marketing takes off, it keeps delivering leads for years to come.

Similarly, email marketing can produce immediate results if you already have an email list. If you’re building a list from scratch, expect to see meaningful results within 3-4 months as your subscriber base grows and your nurturing campaigns gain traction.

At Improve & Grow, we typically see roofing clients experience a progression like this:

• Months 1-3: Immediate leads from PPC and Local Service Ads, plus initial improvements in website conversions.
• Months 3-6: Increasing visibility and leads from Local SEO and Google Business Profile optimization.
• Months 6-12: Significant growth in organic lead generation, lower cost per lead, and compounding results from content marketing.
• Year 2 and beyond: Consistent, scalable lead flow that delivers a strong ROI across all your marketing channels.

As our Senior Strategist always reminds clients, “Inbound marketing for roofers is about building a lasting system that starts strong and continues to grow stronger. It’s not just a quick fix—it’s the foundation of sustainable, profitable growth.”

Conclusion

Generating high-quality roofing leads doesn’t require knocking on doors or chasing storms. By implementing a strategic inbound marketing approach, roofing contractors can build sustainable lead generation systems that deliver consistent results year after year.

The digital change of the roofing industry is here to stay. The most successful contractors we work with have acceptd this shift from traditional outbound marketing to digital-first strategies. They understand that lead generation for roofers in today’s market requires meeting homeowners where they’re already looking for services—online.

Throughout this guide, we’ve explored proven strategies that can transform your roofing business’s growth trajectory. Building a conversion-optimized website serves as your foundation, creating a 24/7 lead generation machine that turns visitors into potential customers. When paired with comprehensive Local SEO and a fully optimized Google Business Profile, you create multiple pathways for local homeowners to find your services exactly when they need them.

For contractors looking for immediate visibility and leads, PPC advertising and Local Service Ads deliver remarkable results. These platforms allow you to appear at the very top of search results when homeowners are actively searching for roofing services in your area.

Content marketing plays a crucial role in establishing your expertise and answering the questions homeowners have before they pick up the phone. When you consistently provide valuable information about roofing issues, materials, and processes, you position your company as the trusted expert in your market.

Email marketing completes the picture by nurturing leads who aren’t quite ready to commit and by generating valuable referrals from past customers. This often-overlooked strategy typically delivers the highest ROI of any digital marketing channel.

“The roofing contractors who thrive in the coming years will be those who build digital marketing assets they own and control,” notes our Marketing Director. “While quick-fix lead generation might work in the short term, sustainable growth comes from creating systems that generate leads predictably and cost-effectively over time.”

Supporting strategies like retargeting and social media help reinforce your message and capture leads that might otherwise slip through the cracks. And while third-party lead services can play a role in a balanced approach, the most sustainable growth comes from building marketing assets you control.

At Improve & Grow, we specialize in helping roofing contractors throughout Pennsylvania and beyond implement these proven strategies. Our data-driven approach focuses on delivering measurable results and achieving at least a 10X return on marketing investment for our clients.

Ready to transform your roofing lead generation? Contact us today to learn how our team can help you build a sustainable marketing system that delivers high-quality leads month after month—without knocking on a single door.