With the roofing industry being so competitive, it's difficult to have your business noticed among all the other roofing companies. Roofers aren't the only ones competing for customers — there are plenty of other businesses offering materials to help fix your roof and improve its appearance. This is why good advertising can help separate your business from the rest of them.
But knowing roofing advertising is important and knowing how to do it right are two different things. This article will look at seven major kinds of advertising, drawing ideas from excellent marketing material taken from the roofing industry. We'll also look at how you can use these techniques in your own business to make it more successful.
1. Social Media Advertising
In the arena of digital marketing, social media advertising is king. Roofing ad copy placed on any of the major social media platforms, like Facebook, Twitter, Instagram or LinkedIn, can help you reach a wider audience than ever before. The key to this is knowing how to create roofing ads that reach the right customers — usually property owners who need roof repair and don't have long to wait.
Each social media platform has its own unique selling points and audience demographics, which means that certain types of roofing service ads work best on certain platforms. When creating roofing ads for these platforms, it's important for roofing contractors to think about the type of people who will see them — not just their gender or age group but also their interests and what they're looking for when they visit a site like Facebook or Instagram.
Roofing contractors can use tracking pixels to analyze the effectiveness of their ads and see if they're converting into actual roofing leads. This can help them measure the ROI on their social media advertising campaigns and figure out which platforms work best for them.
Example of Social Media Roofing Advertising
Hippo Roofing provided an excellent case study in how to use social media advertising for roofing. The company created a roofing Facebook ad campaign that targeted homeowners who were concerned about their roofs but didn't know what they should do about it. They used this information to create ads that would appeal to those people, and it worked wonders.
They also did a good job diversifying their ad sets to target different kinds of residential roofing. Remember that homeowners are interested in hard data and numbers: They want to know how much a roofing contractor might cost them, so you can provide that information from the start the way Hippo does. It's a good way to show professionalism and gain trust.
Once you have their attention, you can move on to other parts of your business that are more appealing to homeowners like the quality of your work and how long it will take.
2. Pay-Per-Click Ads (PPC)
Pay-Per-Click advertising should form a core part of any roofing marketing campaign, allowing roofers to target their ideal clients and reach them at the right time. It's a way to make sure your roofing business is top of mind when homeowners are looking for a new roof, and it can help you get more leads in less time than other methods.
However, it's not as simple as just creating an ad and hoping for the best; there are various factors to consider before you begin your PPC campaign:
- What keywords should I use?
- How much should I spend on each keyword?
- How often should I advertise them?
- What is the best way to track my campaign’s performance?
- What should I do if a keyword doesn't work?
- How can I get more roofing leads from my PPC campaign?
When you opt for PPC advertising, you can focus your budget on specific roofing keywords related to your company. These words are used by Google to match ads on its search engine results pages (SERPs). This means that when someone searches for those terms, they will see your ad before they see anyone else’s, which is a source of incredible value for any commercial roofing company.
The pay-per-click model means that you only pay when someone clicks on your ad and visits your website. It also means that you can control how much money goes into each campaign, so if one is getting more clicks than another, you might want to increase its budget by a small amount.
Example of PPC Roofing Advertising
Wisconsin roofing companies have done a good job positioning their PPC ads on the search engine results pages where they appear above all the organic listings. This means that when someone searches for terms such as “roofing company in Madison,” they are more likely to click on one of these ads than they would be if they were buried in the middle of a long list of organic results.
This is important for local SEO. Local businesses need to place as high up on the search engine results page as possible so they can capture the attention of people in need of a company like theirs.
3. Display Ads
Roofing companies use display ads to advertise on websites that aren’t owned by Google. These include banner ads, skyscraper ads, and video pre-rolls. This is a great way to reach customers who are looking for roofing services but haven’t yet searched for them online.
Display ads are also an excellent way to reach existing customers again and remind them of your brand. This type of advertising is especially effective if you have customers who don’t visit your roofing website often or if they don’t have it bookmarked in their browser tab bar or favorites bar on their phone or computer desktop.
Keep in mind that lead generation is the ultimate point of any display ad. You should be sure to include a call-to-action on your display ads, and make it clear that clicking the ad will take customers to a landing page where they can provide their information. This will help you turn more of these clicks into leads and sales.
Example of Roofing Company Display Ads
MyRoofingPro makes excellent use of banner ads — the information is laid out clearly, there's a strong visual to grab the reader's attention, and a very obvious call-to-action button. Leads will understand at a glance what they'll get if they click the ad, and it's easy to take action. This is a great example of a banner ad that works well.
4. YouTube Advertising
Roofing companies can use YouTube advertising to promote their videos. This is a good way to get your roofing company in front of people who may not be actively looking for roofers or need a new roof, but who want to learn more about the industry as a whole.
YouTube advertising allows you to target certain demographics and interests, so if you're looking for new customers, it's an excellent way to reach them. You can show your videos directly on the platform or through Google or Facebook Ads.
This type of advertising also helps you build credibility and trust with potential customers by giving them access to information about your company and what it does. If they want more information after watching your video, they can click through directly to your website or contact page.
Example of YouTube Roofing Ads
Check out how Homestead Roofing is getting it done on YouTube. They regularly post videos about a plethora of topics related to different roofing projects, including how-tos for homeowners and business advice for upcoming roofing professionals. They also include a link to their site where local property owners can contact their services.
5. Local Roofing Ads
Roofing contractors always work with people from their area, so local roofing ads are a good way to get in front of potential customers. You can place your ads in local magazines and newspapers, or advertise on local radio shows or websites that focus on home improvement topics.
Roofing companies should create profiles on Google My Business, where they can add photos, maps, and hours of operation. This way, potential customers will be able to find you when they search for roofers in the area. You should also include links to your website and social media profiles so people can learn more about your company and services.
Consider joining local trade organizations to help you reach more potential customers. You can also consider attending local trade shows or conferences to network with other small businesses in your area, some of which might be able to refer new business your way.
Local lead generation is all about building relationships with people who live and work in your community. You want to be seen as a trusted resource for local customers, and that’s why it’s important to get out there and meet new people.
Example of Local Ads for Roofing Companies
These Chicago-area roofing companies make effective use of their Google Maps listings. Anyone in the area searching for a roofing contractor will be able to see these companies’ contact information and reviews, making it easy for them to get in touch with a professional they can trust.
6. Direct Mail Advertising
If you are a roofing company, direct mail is an excellent way to reach out to new customers. When people receive a postcard or brochure from a company offering their services, they will often want to learn more about the company and their work. The goal is to get these potential customers interested enough so they call the company and schedule an appointment with them.
You can use direct mail for roofing services to target specific neighborhoods or areas where you want to build your business. You can also send postcards to homeowners who have houses that are clearly in need of a roof replacement or repair.
Each type of direct mail advertising has its own benefits and drawbacks. You should research each one before deciding which method is best for your roofing business. Direct mail is a popular and effective way to reach new customers, but it can also be expensive if you don’t use it properly.
Example of Direct Mail in Roofing Advertising
ABC Roofing makes an effective appeal to anxiety in their ad — after all, everyone knows the feeling of "waiting until it's too late" to deal with important home repairs.
Their postcard is also a good example of how to use humor in a direct mail piece. It's easy to forget that your customers are people with feelings and emotions, but by using humor, you can show that you understand them and speak their language.
7. Billboard Advertising
Billboards for roofers are one of the best ways to get your roofing company name in front of people. Billboards can be placed on busy highways or major intersections, where they can reach thousands of drivers every day. They’re also great for targeting specific neighborhoods or areas where you want to build your business.
More specifically, billboards can be used to target high-traffic areas on the weekend and during the week. If you mostly want to reach commuters on their way home from work during the week, you may want to consider placing your billboard in a neighborhood near an interstate exit where drivers will see it as they exit onto surface streets.
Billboards are also often an excellent way to advertise your business when you have a limited budget. They’re much more cost-effective than many other forms of advertising, such as newspaper ads or television commercials.
Example of Billboards for Roofing Companies
This is another example of excellent use of humor and relatability. Neither the roofer nor the homeowner know each other, but both can agree that hail damage does indeed "suck." This prominent billboard ad is sure to generate a lot of attention, chuckles, and phone calls when hail season starts.
Get Effective Help With Your Roofing Advertising Strategy
Consider what your target market wants and needs. An effective marketing strategy will likely include a website, email marketing, social media, Google ads, direct mail, and more. You should always consider how you want to make your business stand out.
It can seem overwhelming, but you don't have to go it alone either. You can reach out to marketing agencies like Scorpion with experience in offering marketing services to the roofing industry to help you create a working roofing SEO strategy. We'll work with you to find out what your goals are and put together a plan for achieving them.