Marketing Strategies to Help Your Roofing Business Stand Out and Grow

Running a roofing business has never been more challenging – strategic marketing is now essential to thrive. Rising digital advertising costs and increased competition mean that even a great reputation won’t help if potential customers can’t find you. you’re often paying more to get in front of homeowners, so you need to make every marketing dollar count.

At the same time, today’s homeowners are more selective and have higher expectations. Most start their search for a roofer online – reading reviews, checking websites, and comparing options – long before ever making contact. Trust and convenience heavily influence their decisions.

Consider that 64% of consumers will only consider a business with 4 or more stars in online reviews​.

Customers also expect quick responses and easy communication; if your online information is outdated or you take too long to follow up, they’ll quickly move on to a competitor. In this environment, a strong marketing strategy ensures you show up where it matters, make a great first impression, and build the trust needed to turn prospects into clients.

Marketing Channels That Drive Roofing Leads (and When to Use Them)

As a roofing business owner, you have many marketing channels available. Here’s a quick look at the most common channels and what they’re best for:

• SEO: Long-term strategy to rank high in organic search results. Great for steady, high-quality leads over time, but it takes patience to see results.
• PPC (Pay-Per-Click) ads: Paid search ads for instant visibility on Google. Useful for quick lead generation on specific keywords, but you pay for each click (so budget and tracking are important).
• Local Services Ads (LSAs): Google’s pay-per-lead ads with a "Google Guaranteed" badge. Ideal for capturing high-intent local customers searching for roofers, since you only pay when a prospect contacts you.
• Referrals: Word-of-mouth leads from past customers. These have very high trust and close rates, though they depend on your existing customer base (you can encourage referrals with a reward program).
• Email marketing: Periodic emails to past customers or prospects. Great for staying top-of-mind with helpful tips or offers, and for generating repeat business or referrals at a low cost.
• Social media: Platforms like Facebook to showcase your work and engage with the community. Good for building brand awareness and credibility, though usually a secondary lead source compared to search engines.

Each channel plays a role in a balanced marketing strategy. Often, the best results come from using a combination – for example, SEO and PPC to capture people searching, LSAs for immediate calls, plus email and social media to stay connected with your audience.

You’re often paying more to get in front of homeowners, so you need to make every marketing dollar count.

15 Marketing Strategies to Generate Leads and Grow Your Roofing Business

1. Build a Strong Roofing Brand

Your brand is more than just a logo – it’s the overall impression people have of your business. In a crowded market, a memorable, trustworthy brand can make you the obvious choice. Ensure your company name, logo, colors, and messaging are consistent everywhere: on your website, social media, trucks, yard signs, and ads. Think about what makes your roofing company unique (family-owned, decades of experience, specialized in storm damage or solar integration) and highlight that in your slogan and marketing.

A strong, consistent brand builds recognition and trust – so when a homeowner needs a roofer, your name comes to mind first.

2. Claim and Complete Your Google Business Profile

One of the most important online assets for a local roofer is your Google Business Profile (GBP). This listing is what lets your business show up in Google Maps and the local 3-pack of search results. Claim your GBP (if you haven’t already) and fill out every section thoroughly:

• Accurate information: Make sure your business name, address, and phone number are correct and consistent with your website.
• Service area and hours: Specify the areas you serve and your business hours (including emergency availability if applicable).
• Photos: Upload high-quality photos of your work (finished roofs, before-and-after shots) and your team. Visuals build credibility.
• Reviews: Actively encourage customers to leave Google reviews, and respond to all reviews professionally. A strong rating and your engagement show that you value customer feedback.
• Updates: Use Google Posts to share occasional updates or offers (e.g. “Winter Roof Inspection Special”) to keep your profile fresh and informative.

A complete, up-to-date Google Business Profile makes your roofing business more visible and attractive to potential customers searching online.

It’s often the first impression you make digitally, so invest a little time to make it count.

3. Run Google Local Services Ads (LSAs)

Local Services Ads are those prominent listings at the very top of Google that show local roofers with the “Google Guaranteed” badge. For roofing services, LSAs are a great way to capture leads who need help right now. The major benefit is you pay per lead (per call or message) rather than per click. That means your budget goes toward actual conversations with potential customers.

To succeed with LSAs, get Google Guaranteed by completing Google’s screening (license, insurance, background checks). That badge significantly improves trust and click-through rate. Set your ad categories and service area carefully so you get relevant leads, and be ready to answer calls immediately – homeowners who use LSAs are often looking to hire the first qualified roofer who responds. If a lead isn’t a good fit (e.g. outside your area), you can dispute it so you don’t pay.

Many roofers find LSA leads often turn into booked jobs, especially for urgent needs, because customers contacting you through LSAs have high intent and see Google’s vetting as a seal of approval.

4. Launch Pay-Per-Click Search Ads for Immediate Visibility

While SEO is vital for long-term growth, Google Search Ads (PPC) can put you at the top of page 1 immediately for the keywords you care about. With PPC, you bid on search phrases like “roof leak repair [City]” and your text ad appears above the organic results. This is especially useful in competitive markets or when you want to increase leads quickly (for example, advertising a spring roofing promotion).

Manage your PPC campaigns carefully to get the best return:

• Target specific keywords: Focus on terms that show strong intent (e.g. “emergency roofer near me” or “roof estimate [City]”) rather than broad words like “roofing” that might not indicate what the person needs.
• Set a budget and track results: Decide what you’re comfortable spending and use conversion tracking (or call tracking numbers) to see which clicks turn into leads. Roofing clicks can be expensive, so you want data on what’s actually leading to sales.
• Refine as you go: Over time, eliminate keywords or ads that aren’t performing and put more budget into those that do. For example, if “roof replacement [Town]” ads lead to several jobs but “gutter repair” ads don’t, adjust accordingly. Many roofing companies use marketing tools or partners to help with this optimization. For instance, Scorpion’s Advertising AI analyzes which keywords and ad campaigns lead to booked jobs, not just clicks, and automatically shifts spend to what brings revenue​.

PPC can deliver a steady flow of leads as long as you keep an eye on the numbers. The goal is to ensure your ad spend results in profitable jobs – not just web traffic.

When done right, search ads are an investment that can pay off with some of your highest-value projects.

5. Earn and Showcase Great Customer Reviews

For local service businesses like roofing, customer reviews are make-or-break. Positive reviews build instant trust, while a lack of reviews (or low ratings) will send prospects running.

Make reviews a priority:

• Ask every happy customer to leave a review on Google (the most important platform), and perhaps on Facebook or other sites relevant in your area. Often a simple text or email with a direct review link right after the job works best.
• Respond to reviews – both positive and negative. Thank customers for kind words. For any less-than-great review, respond calmly and professionally, addressing the issue and showing you care. This can turn a negative into a positive impression for others reading.
• Feature some of your best reviews on your website and even in your marketing materials. A quote like “XYZ Roofing was professional, honest, and did excellent work on my roof” on your homepage or brochures reinforces what you promise.

A strong stream of good reviews will improve your visibility in search (Google favors well-reviewed businesses) and make every other marketing effort more effective.

People almost always check reviews before choosing a roofer – make sure what they find puts you in the best light.

6. Optimize Your Roofing Website for Conversions

Your website isn’t just a digital brochure – it should be a lead-generating tool. When a potential client lands on your site, the goal is to impress them and make it easy for them to contact you. Key elements of a high-converting roofing website include:

• Mobile-friendly, fast loading design: Many visitors will be on phones. A clean, quick site gives a good first impression and keeps people from bouncing.
• Clear calls-to-action: Prominently display “Get a Free Estimate” or “Call Now” buttons. Don’t make people hunt for how to reach you – put your phone number and a contact button at the top of every page.
• Visual proof and trust signals: Show off your quality with project photos and maybe a quick case study of a job. Also highlight trust signals (like “Licensed & Insured” status, manufacturer certifications, awards, and a couple of great customer quotes) to reassure visitors that you’re credible.

The goal is that anyone who visits your site finds the information they need easily and feels confident that your business is professional and reliable. If web design isn’t your specialty, consider getting professional help or using templates geared for contractors. A well-crafted website can significantly increase the percentage of visitors who end up calling you or submitting a request.

7. Improve Your Presence with Local SEO

Search engine optimization (SEO) is what helps your roofing company appear in the unpaid (organic) results on Google. Given that many homeowners click on the organic results, ranking well can be a huge source of free leads. To improve your local SEO:

• Use relevant keywords on your site: Include your city/region and service keywords in your page titles and headings (e.g. “Roof Replacement in Dallas | XYZ Roofing”). This helps Google understand where you work and what you do.
• Create dedicated pages for services and locations: Have pages that specifically talk about “Roof Repair,” “Roof Installation,” etc., and if you serve multiple towns, mention each area on your site. This way your site can rank when someone searches for that service in that town.
• Maintain consistent listings: Ensure your business info (name, address, phone) is consistent across online directories (Google, Yelp, Angi, etc.). Discrepancies can hurt your local rankings.
• Encourage local links: If possible, get links to your website from local organizations or partners – for example, a local suppliers page listing you as a recommended contractor. Such backlinks can improve your site’s authority.

Adding fresh content periodically also helps your search rankings. SEO is a long game, but every improvement increases your chances of being the roofer that homeowners discover first when searching online.

If handling SEO sounds overwhelming, you can always enlist professional SEO services to help with the technical work of improving your rankings.

8. Start a Roofing Blog to Educate Customers

Adding a blog to your website can improve your SEO and build credibility. By posting brief articles that answer common homeowner questions (for example, “How do I know if I need a new roof?”), you establish yourself as an expert and increase your chances of showing up on Google. A blog also gives you useful content to share on social media or in emails. You don’t need to post every week – even a helpful article every month or two can make a difference, as it keeps your site fresh and shows visitors you know your stuff.

9. Leverage Video (YouTube and More)

Short videos can also showcase your expertise. Even a simple smartphone video of a roof repair in progress or a quick Q&A can engage homeowners. Post these on YouTube (and share them on your site and Facebook) to build trust with people who prefer watching to reading. Video lets potential customers see you in action – hearing a brief explanation from you or seeing a project update can make them feel more comfortable and familiar with your business.

Over time, a collection of short videos answering common questions or showing your work can set you apart from competitors who have none.

10. Stay Top-of-Mind with Email Marketing

Don’t underestimate the value of an email list for your roofing business. While a homeowner might not need your services again for a while after a big job, keeping in touch increases the chance they call you (and not someone else) when the need arises – or refer you to a friend. Use email to provide value and stay relevant:

• Send helpful tips: For example, a reminder in fall about preparing gutters and roofs for winter, or a spring checklist for roof maintenance. This positions you as a caring expert rather than just a salesperson.
• Occasional promotions: If you’re running a deal (maybe a discount on inspections or a referral bonus), let your past customers and leads know. Even if they don’t need it, it reminds them you’re active.
• Project highlights or news: Share a quick story or photo from a recent project (“Just helped the Smiths replace their roof after hail damage – looks great!”) or announce a new service you offer. It keeps your business in their mind.

You can set up a simple schedule (like a monthly or quarterly email). There are inexpensive email tools that make this easy, or you can have a marketing partner handle it. The point is to maintain the relationship: even if a customer doesn’t need another roof for 20 years, they might need a small repair next year or know someone who does.

When your emails provide useful info (not just sales pitches), people are more likely to remember and recommend you.

11. Make It Easy for Prospects to Contact You (Lead Forms and Online Booking)

When a potential client is on your website or social page, contacting you should be effortless. Not everyone likes to call out of the blue – some prefer to send a quick message or schedule a call. To capture these opportunities:

• Add simple contact forms: Place a “Request a Quote” or “Schedule an Inspection” form on your homepage and contact page. Keep it short – name, phone/email, address, and a message. The easier the form, the more likely people will fill it out. Make sure form submissions go to an inbox you monitor closely.
• Offer online scheduling (if feasible): Consider letting visitors book a time for you to call or come by for an estimate. Even allowing them to pick a 1-hour window for a callback can set you apart. Many homeowners appreciate the convenience of booking online without phone tag.
• Respond quickly: This is critical. When someone does fill out a form or emails you, try to respond as soon as possible – ideally within minutes or hours, not days. A fast follow-up greatly increases the odds of converting that lead into a paying customer (because they’re impressed by your responsiveness and haven’t had time to contact someone else). If you can’t always respond immediately, an automatic reply saying “Got your request – we’ll contact you within X hours” is better than silence.

By reducing friction in the contact process, you’ll capture more leads from the traffic you already get.

Think of your website and online presence as a 24/7 receptionist for your business – make sure it’s inviting and efficient at turning curious visitors into actual appointments.

12. Connect Through Lead Generation Platforms

Listing your business on lead generation sites like Angi, HomeAdvisor, or Thumbtack can bring in extra leads. Use these services selectively – focus on your target areas and job types, and be mindful of the per-lead cost. The key is to respond to inquiries immediately (since homeowners may contact multiple pros) and track which leads turn into jobs. If a particular platform’s leads aren’t profitable, adjust your spend or strategy. Some marketing platforms (like Scorpion’s) even integrate these third-party leads into one dashboard for you​, making it easier to manage and follow up.

13. Maintain an Active Social Media Presence

A strong presence on Facebook (and other social platforms relevant to your area) helps you engage with your community and build trust in a more casual setting. Create a Facebook Business Page for your company and keep it active. Post regularly (say, a couple times a week): share photos of recent jobs (before-and-after shots can be dramatic and interesting), roofing tips for homeowners, company updates, or even a quick video clip from a job site. This content reminds followers what you do and showcases your work and knowledge.

Also, be responsive on social media. If someone comments or messages you, reply promptly. This shows good customer service. Encourage satisfied clients to leave recommendations on your Facebook page as well – potential customers often check a company’s social media for reviews or activity. You can even join local Facebook groups or Nextdoor communities where people ask for contractor recommendations (when appropriate, have happy customers mention your name, or share your expertise generally). While social media might not directly bring as many immediate leads as Google, it reinforces your credibility. When a homeowner sees you have an active and well-liked Facebook page, it can tip them toward contacting you over a competitor who’s invisible on social media.

14. Incentivize Referrals from Satisfied Customers

Happy customers can be your best marketing team. Sometimes all it takes is a little nudge or reward to get them to refer you. Set up a simple system to reward customers for sending you new business:

• Offer a referral reward: It could be a cash bonus (say $100) or a gift card for each new customer they send your way. Make it something worthwhile to motivate them.
• Let customers know: After you finish a job, mention your referral program. For example, “If you tell a friend to call us and we end up working for them, we’ll send you a $100 gift card as a thanks if they hire us. Typically it’s as simple as having their friend mention your name when booking.”
• Deliver promptly: When someone refers you and the referral turns into a job, be sure to thank the referrer and deliver their reward quickly. A little appreciation goes a long way and will encourage more referrals.

Referrals are gold for roofing businesses – these prospects already trust you because they trust their friend or neighbor who recommended you.

By formalizing a referral program and letting customers know about it, you’ll get more of these high-value leads. It turns your satisfied client base into an informal sales force for your company.

15. Partner with Local Businesses and Organizations

Build relationships with other local professionals and businesses that can lead to steady referrals. For example, real estate agents and home inspectors come across homeowners in need of roofing help all the time – if you become their go-to roofer, they’ll send work your way. Similarly, insurance agents dealing with claims or general contractors doing remodels often need reliable roofing partners. Let them know you’re available and return the favor when you can.

You can also network through local business groups (like the Chamber of Commerce) and be active in the community. Sponsor a youth sports team, participate in local charity builds, or attend home & garden shows. The more visible and connected you are locally, the more you’ll be top-of-mind when someone needs a roofer.

These partnerships and community ties can become a pipeline for leads beyond what your direct advertising generates, and they come with built-in trust.

How Scorpion's RevenueMAX Works For Roofers

Scorpion's RevenueMAX is a complete collection of digital marketing solutions that brings all your marketing efforts into one system and uses advanced AI to improve performance. In essence, it helps you attract more of the roofing jobs you want, convert more prospects into paying customers, and maximize the long-term value of each customer by making your marketing more efficient.

• Advertising AI: Automatically manages your advertising budget across platforms like Google, Bing, Facebook, and Instagram, targeting the most valuable leads and ensuring optimal ROI.
• Ranking AI: Analyzes your market to identify high-value keywords, ensuring your website ranks for search terms that convert into revenue. It continuously adjusts strategies to stay ahead of algorithm changes.
• Scorpion Connect with AI Chat: Engages visitors 24/7, answering questions in real-time, scheduling appointments, and processing payments, thereby enhancing user experience and conversion rates.
• Leads AI: Immediately tracks, analyzes, and scores each lead, so you get clear, actionable insights to make data-driven decisions. You'll know exactly which leads have the highest potential, and Scorpion will use that data to refine your marketing to get more customers.
• Scorpion ROI: Scorpion's integrations with the most popular CRMs in the space enable us to track every step of the customer journey—from initial interest to revenue. RevenueMAX collects and analyzes this data in real-time to deliver insights that refine your marketing and ad spend to increase ROI.

Scorpion’s roofing clients using RevenueMAX have demonstrated what’s possible – with some seeing about a 12x ROI on their marketing spend​.

In other words, RevenueMAX aligns all your marketing channels toward one goal – getting you more high-value roofing jobs – and provides the data and automation to do it efficiently. Scorpion’s roofing clients using RevenueMAX have demonstrated what’s possible – with some seeing about a 12x ROI on their marketing spend​.

Case Study: Onit Roofing’s Real-World Results

One example is Onit Roofing, a company that experienced a major turnaround by embracing this revenue-driven marketing approach. Owner Josh Dill had been struggling with traditional marketing – spending a lot of time knocking on doors and chasing low-value leads. After partnering with Scorpion and implementing RevenueMAX, Onit Roofing saw dramatic improvements:

• 113% more leads (more than double the inquiries they used to get)
• 63% lower cost-per-lead (their marketing dollars went much further)
• 22 new keywords ranking on page 1 of Google (greater online visibility for many more search terms)

Josh explains, “Scorpion helped us get found online and brought in the type of jobs we actually want. No more knocking on doors to find work.” Those results meant his crews stayed busy with profitable jobs without the old school legwork. It’s a clear illustration that with the right marketing strategy and support, a roofing business can dramatically increase leads while actually lowering the cost to get each lead.

After switching to Scorpion, Onit Roofing saw 113% increase in lead volume with RevenueMAX.

Grow Your Roofing Business with Marketing that Delivers

By investing in strategies like SEO, online ads, reputation building, and customer follow-ups, you can consistently attract high-quality leads and convert them into revenue – even in the face of rising advertising costs and savvy consumers. When you tie your efforts together and track results, you can see what’s driving calls and jobs (and put your dollars where they count).

If you’re ready to achieve these kinds of results, connect with us. Our team and our RevenueMAX technology are ready to deliver truly measurable growth for your roofing business.