Industries · Roofing
Roofing leads are worth too much to guess at.
A single re-roof can be worth more than a month of ad spend. That changes what a lead is allowed to cost, and it changes what happens when tracking is sloppy.
Four things that decide a roofing account.
Job value hides bad math
When one job pays for the quarter, a campaign can look profitable while most of the spend is wasted. Averages cover for it. Without job-level tracking you cannot tell which keywords produced the one that closed and which produced forty that did not.
Storm demand is not steady demand
After a hailstorm, search volume spikes and every competitor bids into it. Budgets that made sense in March are wrong within a day. This needs active management in the window, not a monthly check-in.
Insurance work and retail work are different customers
Someone filing a claim and someone paying out of pocket search differently, convert differently, and close differently. Running them through one campaign and one landing page blends the numbers into something you cannot act on.
Speed to lead decides it
A homeowner with active water intrusion is calling down a list. Response time is a bigger lever than bid strategy, and it is the one most roofers have never measured.
02
What the searches look like
Emergency terms convert fastest and cost most. Replacement and estimate terms convert slower with higher value. Repair terms sit in between and are where most budgets quietly overspend. Each needs its own campaign, its own page, and its own cost target.
Specific to this trade.
- 01Separate campaigns for emergency, repair, replacement, and inspection intent
- 02Storm-response budget rules that can move inside a day
- 03Call tracking mapped to keyword, so job value ties back to the search that produced it
- 04Landing pages split for insurance claims and retail replacement
- 05Speed-to-lead text alerts to the crew, not just to the office inbox
04
What ads can’t fix
Paid media cannot fix a crew that cannot get to the job for three weeks. If you are already booked past your capacity, more leads make your reviews worse, not your revenue better. We will tell you that on the call rather than sell you a campaign.
Fifteen minutes on your roofing market.
We will tell you roughly what a lead costs in your area and whether we think we can beat what you are paying now.
15 minutes. If we can't help, we'll say so.