Marketing for Roofing Contractors
Turn every $1 spent
into $10-20 earned.*
*Based on historical, client-reported revenue attributed to marketing. Results vary, because businesses do.
- Built to Compete: Competitive markets validate demand. We focus on helping you earn a larger share of it.
- More Than Free Estimates: We look for meaningful ways to differentiate your company, offers, and marketing from everyone else in the market.
- Revenue Over Clicks: We measure success in revenue, not clicks.
Why We Love Marketing Roofing Contractors
Roofing has become one of our favorite exterior industries to work with. There are a few reasons why:
✓ Competition validates the opportunity. Roofing can be incredibly competitive, but we don’t necessarily see that as a bad thing. If dozens of companies are successfully fighting for the same homeowner, there’s clearly demand worth competing for.
✓ There are a lot of ways to create an advantage. Instant estimates, pricing transparency, storm and hail data, automated follow-up and other tools give us opportunities to build campaigns that go well beyond another “Free Roofing Estimate” ad.
✓ Timing can be incredibly powerful. A homeowner’s need for a roof can change overnight. Storm activity, hail and visible damage create opportunities to reach homeowners when the service suddenly becomes much more relevant.
✓ Strong project values give us room to focus on better opportunities. Roofing projects can support meaningful acquisition costs, which lets us prioritize qualified homeowners and stronger campaigns instead of chasing the cheapest possible lead.
✓ Roofing companies give us plenty of ways to build trust. Reviews, completed projects, warranties, financing, inspections, instant pricing and the people behind the company all give us different ways to reduce uncertainty around a purchase homeowners don’t make very often.
Marketing Services for Roofing Contractors
Facebook & Instagram Ads
Create Demand Before Homeowners Start Searching
Roofing doesn’t have to be limited to waiting for homeowners to search after something goes wrong. We use real projects, your people, educational content, transparency, and creative offers to keep your company visible and give homeowners reasons to engage before they’re actively collecting estimates.
- Campaigns built beyond the standard free estimate
- Real projects, people, and company-focused creative
- Offers designed around homeowner needs and timing
SEO & AI Visibility
Be There When Homeowners Need a Roofer
When a roof starts leaking, reaches the end of its life, or gets hit by a storm, homeowners often move quickly. We strengthen your local visibility, website authority, reputation, and content so your company has a better chance of being found and considered when that demand appears.
- Local and organic roofing visibility
- Authority around your services and markets
- Content built for traditional and AI-powered search
“We had previously engaged with multiple marketing companies without achieving any positive results...
However, through a referral, we decided to give IMPACT Digital a chance, albeit reluctantly. Stephan, from IMPACT, managed to alleviate our concerns even before we officially became their client. Within just a few months of working with them, we have significantly improved our online professional presence and are now consistently generating new leads. We are extremely satisfied with our decision to transition to IMPACT Digital."
-Chris B.
(via Facebook Review)
Website Design
Build Trust Before You Reach the Roof
Roofing is competitive, and homeowners may compare several companies before scheduling an inspection or estimate. Your website should use your projects, reviews, people, process, credentials, and reputation to give them meaningful reasons to put your company on the shortlist.
- Showcase different types of finished spaces
- Build trust with projects, reviews, and company proof
- Guide serious homeowners toward the next step
What Would It Take To Reach Your Next Revenue Goal?
Start with your additional revenue goal, average project value, and close rate. We'll estimate the leads, investment, and return from a 12-month plan combining paid ads and SEO.
Your 12 Month
Growth Model
... Projects Needed
... Total Leads Needed
... paid leads + ... SEO leads
toward your revenue goal
The annual SEO estimate exceeds the leads needed for this goal. Extra leads are not included in modeled revenue.
... Estimated Investment*
Modeled project revenue
*Final estimated investment may +/- depending on total ad spend, campaigns, and content strategy
Loading calculator...
The Companies We Work Best With
Follow Up Until You Get an Answer
Two calls 24 hours later isn't follow-up. You have a process for staying in front of homeowners who don't answer the first time. And you do so quickly.
Tell Us What's Actually Happening
Good, bad, or ugly, you communicate. You tell us which leads scheduled, which sold, what you're hearing from homeowners, and when something doesn't feel right.
Want to Win
You're excited about growing the company you've built. You're looking for opportunities to improve, test, adjust, and do more of what's working.
Can Handle More Work
You have the capacity, people, margins, and sales process to take on additional projects without creating another bottleneck.
Treat Marketing Like a Partnership
We own our side of the equation and expect you to own yours. When something isn't working, we solve it together instead of pointing fingers.
New Leads Aren’t a Priority
Leads regularly sit for hours before someone responds.
Follow-Up Stops Too Soon
One or two unanswered calls is enough for your team to move on.
You Don’t Track What Happens
You rarely know which leads scheduled, received an estimate, or ultimately sold.
Communication Is an Afterthought
Getting feedback, answers, or updates from your team is consistently difficult.
Everything Is Always the Leads’ Fault
Sometimes lead quality is the problem. Sometimes it isn’t. We work best with contractors willing to look at the entire process and fix problems wherever they show up.
You’re Looking for a Short-Term Vendor
You want a quick fix rather than a marketing partner that can learn, improve, and grow with your business over time.
What Happens From Here?
No hard sell. We’ll talk through your business, what you’re trying to accomplish, and whether IMPACT makes sense for where you are today.
01 - Your Business
We’ll talk about your company, the work you want more of, what you’ve tried before, what’s working today, and where you want to go next.
02 - The Numbers
Project value, margins, capacity, close rates, lead follow-up, and your current marketing help us understand what kind of growth actually makes sense.
03 - The Opportunity
We’ll identify where we think the biggest opportunities are and what should be prioritized first. Sometimes that includes IMPACT. Sometimes it doesn’t.
04 - The Fit
If we think we can help, we’ll walk you through what we recommend and what working together looks like. Then we decide if it makes sense to move forward.
See Why Contractors Choose IMPACT Digital
“Finally, a marketing company with results. Hiring marketing always felt like playing roulette. This team onboarded me wonderfully and is constantly tweaking the ad campaigns. They've brought in high quality leads focused on projects that are profitable to my business. Looking forward to continued success and growth together. Thank you so much!”
-Michael N.
(via Google Review)
“Stephan and his team have gone the extra mile for my company. We 10x this year because of IMPACT digital. Go with them. You wont regret it.”
-Drew H.
(via Google Review)
“Our leads showed an exceptional leap in quality and quantity once letting IMPACT take the reins. Incredibly easy to talk to, just as easy to get in touch with, focused on my particular company's vision, strengths, goals, and a pleasure to work with. It's silly not to take the leap. Great returns.”
-Brendan L.
(via Google Review)
“We've worked with several marketing companies in the past, but none have delivered results like Impact Digital. Stefan and his team have been outstanding—consistently providing high-quality service and producing real results. Their Facebook campaigns are generating daily leads and helping us grow our business. We highly recommend Stefan and the Impact Digital team to anyone looking for effective, reliable marketing support.”
-Miro K.
(via Google Review)
“Stephan and the team at IMPACT Digital are super easy to work with, informative, detailed oriented and efficient. Their loyalty to helping your company is unmatched and I couldn't recommend them enough!”
-Derek S.
(via Google Review)
“I recommend Impact Digital to all my Contractor clients who need amazing websites and high converting lead generation. There are a lot of agencies that just don't deliver the sauce. You don't have that problem with Impact Digital.”
-Brad H.
(via Google Review)
“Stephan is exceptional, and I highly recommend him. He takes the time to listen carefully, understands your needs, and delivers outstanding results. His honesty and trustworthiness are unmatched, and the return on our investment exceeded all expectations. We truly feel fortunate to have him on our side!”
-B.C.H.
(via Google Review)
“Stephan has been unbelievable to work with!! I highly recommend him and his team to everyone. He takes the time to understand your business and get you the results you deserve.”
-Glen R.
(via Google Review)
“5 stars all day long ! Best digital marketing team I've ever worked with! Attention to detail and quality results stand out to me the most ! Impact digital has consistently given my company the results we are looking for! Their team is committed to working with your digital needs to accomplish your goals !”
-Jarrod E.
(via Google Review)
We Know the Business Behind the Marketing
Contractor marketing works better when you understand what happens after the lead comes in.
IMPACT works specifically with contractors. We understand that more leads don't automatically mean more revenue, and that project value, margins, sales process, capacity, and seasonality can completely change what good marketing looks like.
Our job isn't just to run Facebook Ads. It's to understand the company behind them and help make marketing a productive part of how you grow.
We Know Contractors
You won't have to spend the first six months teaching us how your business works.
We Understand the Economics
Project value, margins, close rates, capacity, and cost to acquire a customer all matter.
We Look Beyond the Lead Count
Lead volume only tells part of the story. We care about the opportunities and revenue that come afterward.
We're Built to Grow With You
Facebook can be one piece of a larger system that includes your website, SEO, reputation, and the way your team handles new opportunities.
FAQ
What is the best marketing strategy for a roofing company?
There isn’t one roofing marketing strategy that makes sense for every roofing business. Your service area, project mix, average job value, margins, sales capacity, competition, and whether you specialize in replacement, roof repair, storm work, or other roofing services should influence where you invest.
For most established roofers, we’d think about marketing in layers. Search engine optimization and local SEO help capture homeowners already looking for a roofing contractor. Facebook and Instagram can create demand and keep the company visible before that search happens. A strong website and reputation give homeowners somewhere to evaluate the company once they’ve discovered it.
Then there are channels outside digital marketing. Word of mouth, referrals, yard signs, door knocking, sponsorships, and other traditional marketing can all contribute depending on the market and business model.
The best strategies aren’t necessarily the ones producing the most leads. They’re the ones consistently turning marketing investment into profitable roofing jobs and revenue.
How can roofing companies generate more qualified leads?
Good lead generation starts with deciding which opportunities your roofing company actually wants.
A roofer focused on full replacements shouldn’t necessarily optimize every campaign around generating the cheapest roof repair inquiry. The same applies to retail versus storm work, residential versus commercial work, or different geographic markets. The target audience, message, offer, creative, and targeting should reflect the jobs the company wants more of.
With paid social campaigns, that can mean using real job photos, before and after photos, homeowner education, reviews, financing, warranties, inspections, pricing tools, and other meaningful differentiators instead of running another generic free roof inspection ad.
The objective is to generate leads that can become estimates, sold projects, and paying customers. More leads only matter when they’re helping the roofing business grow profitably.
How important is local SEO for roofing contractors?
Very. Roofing has strong local intent, particularly when homeowners need a replacement, discover a leak, experience storm damage, or need an emergency roof repair.
Local SEO helps a roofing company become more visible when homeowners search for roofers in their area. That can include a well-maintained Google Business Profile, consistent business information across relevant directories, strong online reviews, useful service content, and location-specific pages for important markets within your service area.
The website matters too. Dedicated pages around your primary roofing services and geographic markets give the search engine clearer information about what you do and where you do it. Those pages should be useful to homeowners, not dozens of nearly identical city pages created just to insert location specific keywords.
The goal isn’t simply appearing in more local searches. We want that local visibility to produce calls, estimates, sold roofs, and revenue.
What should roofing contractors do with their Google Business Profile and reviews?
Your Google Business Profile can be an important part of how homeowners discover and evaluate your company, particularly when you’re competing for visibility in local Google search results.
Keep the profile accurate and complete, make sure your name, address, and phone information is consistent, select the appropriate services and categories, and continue adding real job photos and completed projects. The profile should reinforce the same company homeowners see when they reach your website.
Reviews matter just as much. We recommend consistently asking satisfied customers for honest reviews instead of treating review generation as something that happens automatically. Positive reviews and detailed customer testimonials give future homeowners evidence of what working with the company is actually like.
That reputation doesn’t stop with Google either. Reviews, project proof, and testimonials can strengthen your website, social media, advertising, and sales process.
Should roofers use Facebook Ads, Google Ads, or Local Services Ads?
They reach homeowners at different moments.
Google Ads, paid search, and Local Services Ads generally target homeowners already looking for a roofer. That can be especially useful when demand is urgent. Facebook and Instagram social ads allow a roofing contractor to reach a broader audience before they necessarily start searching.
That opens up different roofing marketing ideas. Real projects, storm or hail awareness, educational content, your team, reviews, warranties, financing, pricing transparency, and strong visual assets can all give homeowners reasons to engage with the company. Social media advertising also allows for more precise targeting around geography and relevant audiences.
At IMPACT, our advertising services focus on Facebook and Instagram rather than Google Ads or Local Services Ads. We use paid social campaigns to create demand, SEO to capture active demand, and the website to help convert both into opportunities.
Regardless of channel, we’d rather optimize toward estimates, sold roofing projects, and revenue than celebrate clicks or cheap leads.
What should a roofing company website include?
A roofing website needs to establish trust quickly. Homeowners may be comparing multiple contractors for a service they purchase only a few times in their lives, sometimes while dealing with an urgent problem.
Your site should clearly explain your roofing services, service area, process, warranties, financing where applicable, company history, and reasons someone should trust you with their home. Real job photos, completed projects, customer testimonials, reviews, credentials, and the people behind the business can provide the proof homeowners are looking for.
It should also be mobile friendly, fast, easy to navigate, and make contacting the company simple. Someone who discovers a leak and searches for a roofer from their phone shouldn’t have to fight the website to make a phone call or request an inspection.
SEO and conversion should work together. Search can bring potential customers to the site, but the website still has to give them enough confidence to take the next step.
How do referrals fit into roofing marketing?
Word of mouth can be one of the strongest sources of new business for a roofing company because some trust already exists before the homeowner makes contact.
The mistake is assuming referrals have to happen entirely by accident. Contractors can make it easier for past customers to recommend them by delivering a strong experience, staying in touch, consistently asking for reviews and referrals, and creating a simple referral program when it makes sense for the business.
There’s also a neighborhood effect that’s particularly useful in roofing. A completed roof, yard signs, trucks, crews on the job site, and conversations between neighbors can all create additional awareness around a project. Digital channels can reinforce that visibility through social media, local search, and remarketing.
We wouldn’t build a roofing business entirely around referrals because you can’t fully control when they happen. But we also wouldn’t ignore them just because IMPACT primarily provides digital marketing services. The strongest marketing system takes advantage of demand wherever it originates.
How much should a roofing company spend on marketing?
We wouldn’t tell every roofing company to spend a fixed percentage of revenue on marketing.
Instead, start with the additional revenue and number of roofing jobs the company can realistically handle. Then look at average project value, gross margin, close rate, sales capacity, current acquisition cost, and the mix of roofing services you’re trying to grow.
If you know how many additional projects you need and approximately what percentage of qualified opportunities become customers, you can work backward to estimate the lead volume and marketing budget required to reach the goal.
That’s a better answer to “how much should a roofing company spend?” than applying an industry percentage blindly. The appropriate investment is the amount the business can deploy profitably while still having the operational and sales capacity to turn those opportunities into revenue.
Interested in working with us?
Let’s see if we’re a good fit.
No pushy sales reps | Risk free