5 Data-Driven Marketing Strategies for Roofing Companies

#1: Local SEO Marketing Strategy

Why It Matters

Local SEO drives 78% of location-based searches to in-store visits within 24 hours. For roofing companies, optimizing your local presence isn’t optional—it’s essential for capturing high-intent customers in your service area.

Implementation Steps

• Find out if you’re showing up by doing some searches
• Update your Google Business Profile with service areas
• Create location-specific landing pages on your website
• Make sure all the other sites out there match Google’s info

ROI Metrics

• 78% of local searches lead to offline conversions
• 45% increase in local visibility
• 32% improvement in click-through rates

#2: Optimize Your Google Ad Account

Why It Matters

Optimized PPC (Pay-Per-Click) campaigns (Google Ads, Bing Ads, Etc.) deliver an average of 200% ROI for roofing contractors. That’s $3 in revenue for every $1 spent. By learning how to read the reports and make small changes to your ad account, you can significantly reduce cost per lead while improving lead quality.

Tip: Strive to keep your cost per lead to under $200.
Don’t know it yet? Take your entire marketing spend and divide it by the number of leads you got.
Ex: $5000 in ad cost / 50 leads = $100 cost per lead.

Implementation Steps

• Learn to read the reports and know what’s working
• Test different types of copy and landing pages monthly
• Be ready and prepared with weather-triggered campaigns
• Stay on top of your search term / click report weekly

ROI Metrics

• 200% average return on ad spend
• 35% reduction in cost per lead
• 25% improvement in lead quality

#3: Track Where Your Customers Convert

Understanding your customer’s journey from initial online search to the day you contract the job allows for precise targeting and messaging optimization. Companies that know how to market to their customers at multiple stages of the sales cycle show a 54% greater return on their marketing investment.

Implementation Steps

• Come up with a way to track where your customer converts
• Create a sales cycle map and an ideal customer profile
• Hit your customers from multiple marketing campaigns
• Learn what you’re doing right in the cycle and double down

#4: Email Marketing Automation

Automated email marketing campaigns generate $42 for every $1 spent. For roofing companies, this means nurturing leads and maintaining customer relationships efficiently at scale.

Just because they didn’t respond to your last phone call, doesn’t mean they won’t buy from you.

Implementation Steps

• Categorize your customers and put them into status buckets
• Create automated emails at different stages with varied copy
• Develop targeted content to people in storm areas
• Track open rates and test compare to different types of copy

#5: Social Proof Optimization

92% of consumers read online reviews before making a purchase decision. Leveraging social proof can significantly impact conversion rates and sell you more full re-roofs.

Implementation Steps

• Implement a review generation system
• Ask every customer that’s happy for a review
• Showcase reviews during the sales cycle
• Monitor and respond to reviews – responding is key!

Conclusion

By implementing these marketing strategies, roofing companies can expect to see significant improvements in their marketing ROI, lead quality, and customer acquisition costs. The key is to consistently track, analyze, and optimize based on the data.

I tried to simplify as much as I could without dressing much of this down. If you need some help, or just a little explanation, just shoot me an email to matt.parks@learnaboutgroup.com and I’ll answer what I can and probably give you a few more pointers too!

Good luck! Let’s crank up your return on marketing spend!