Most roofing companies grow through referrals, yard signs, and knocking on doors after a storm. Those methods still work, but they do not scale. When the phone stops ringing between storm seasons, you need a system that generates leads consistently, not just when the weather cooperates.

This guide covers the marketing strategies that actually move the needle for roofing companies in 2026. No fluff, no theory. Just the channels, tactics, and priorities that help roofers fill their schedules and grow their revenue.

Whether you are a two-truck operation or running multiple crews, these strategies apply. We have worked with contractors across the trades, and roofing companies face unique challenges: extreme seasonality, storm-chaser competition, high customer acquisition costs, and a reputation industry plagued by fly-by-night operators. The good news is that these challenges create opportunities for legitimate roofers who invest in their marketing.

If you are also marketing other contracting services, check out our contractor marketing guide for broader strategies that apply across the trades.

Local SEO for Roofing Companies

Local SEO is the foundation of sustainable lead generation for roofers. When a homeowner searches "roof repair near me" or "roofing company in [city]," you need to show up in the map pack and organic results. This is where most roofing leads start.

Google Business Profile Optimization

Your Google Business Profile (GBP) is the single most important asset in your local SEO strategy. It controls what shows up in the map pack, which is where most clicks happen for local service searches.

Here is what to optimize:

• Complete every field. Business name, address, phone, website, hours, service area, and business description. Google rewards completeness.
• Choose the right primary category. "Roofing contractor" should be your primary category. Add secondary categories like "Roof repair service" and "Gutter installation service" if they apply.
• Add all your services. List every service you offer: roof replacement, roof repair, inspections, emergency tarping, gutter installation, skylight repair, and anything else.
• Upload photos regularly. Post jobsite photos, before-and-after shots, team photos, and equipment. Businesses with more than 100 photos get 520% more calls than average, according to Google data.
• Post weekly updates. Use Google Posts to share completed projects, seasonal offers, and storm preparation tips. This signals to Google that your profile is active.
• Respond to every review. More on this in the Review Management section, but your GBP review count and response rate directly affect your map pack ranking.

Local Citations and Directory Listings

Consistency matters. Your business name, address, and phone number (NAP) should be identical across every directory listing. Inconsistencies confuse Google and hurt your rankings.

Priority directories for roofers:

• Google Business Profile
• Yelp
• Angi (formerly Angie's List)
• HomeAdvisor
• BBB (Better Business Bureau)
• Facebook Business Page
• Nextdoor
• Local chamber of commerce
• Industry-specific directories like GAF, Owens Corning, or CertainTeed contractor locators

Service Area Pages

Create dedicated pages for each city and neighborhood you serve. A page titled "Roof Replacement in [City Name]" that includes local details, service specifics, and testimonials from customers in that area will outrank a generic services page every time.

Each service area page should include:

• The city or area name in the title, H1, and meta description
• Specific services available in that area
• Mention of local landmarks, neighborhoods, or building codes
• Customer reviews from that area
• A clear call to action for a free estimate

For more on how service area pages fit into a broader digital strategy for contractors, see our guide on digital marketing for construction.

Google Ads and PPC for Roofing Companies

Paid search is the fastest way to generate roofing leads. When someone searches "emergency roof repair" at 10 PM after a storm, they are ready to hire. Google Ads puts you in front of those high-intent searchers immediately.

Campaign Structure That Works

Do not dump all your keywords into one campaign. Structure your account by service type and intent level:

• Emergency/Storm Campaign: "emergency roof repair near me," "storm damage roof repair," "hail damage roofer." These have the highest intent and justify the highest bids.
• Replacement Campaign: "roof replacement cost," "new roof installation," "reroof my house." High value but longer sales cycle.
• Repair Campaign: "roof leak repair," "fix leaking roof," "roof patch repair." Lower ticket but easier to convert.
• Brand Campaign: Your company name and common misspellings. Low cost, high conversion.

Storm Chasing Campaigns

Storm seasons create sudden spikes in roofing demand. Smart roofers prepare campaigns in advance and activate them the moment severe weather hits their service area.

Here is how to set up storm-responsive PPC:

• Pre-build storm-specific ad copy with messaging like "Licensed Local Roofer, Not a Storm Chaser" or "Trusted [City] Roofer, Here Before and After the Storm."
• Create storm-specific landing pages with emergency contact forms, insurance claim guidance, and a clear message that you are a local, established company.
• Set up weather-triggered bid adjustments or have a plan to manually increase budgets when severe weather hits your area.
• Target competitor terms during storm season when out-of-state companies flood the market. Homeowners searching for these fly-by-night companies should see your ad positioning you as the trusted local alternative.

Budget and Bidding

Roofing keywords are expensive. In competitive metros, clicks can cost 30 to 75 dollars for high-intent terms. Plan your budget accordingly:

• Start with at least 1,500 to 2,500 per month in most markets to generate enough data for optimization.
• Focus budget on your highest-value services first (full replacements over minor repairs).
• Use call-only ads for emergency services since these searchers want to talk to someone immediately.
• Track every lead back to the keyword that generated it so you know where your money is actually working.

Google Local Service Ads

Local Service Ads (LSAs) show up above regular Google Ads with a "Google Guaranteed" badge. For roofers, these are gold:

• You only pay per lead, not per click.
• The Google Guaranteed badge builds immediate trust.
• They dominate mobile search results.
• Setup requires background checks and license verification, which filters out illegitimate competitors.

If you are not running LSAs, start there before investing heavily in traditional Google Ads.

Website Optimization for Roofing Companies

Your website is where leads convert or bounce. A slow, confusing, or untrustworthy site will waste every dollar you spend on SEO and ads.

Essential Pages Every Roofing Website Needs

• Homepage with a clear value proposition, primary CTA, and trust signals above the fold
• Service pages for each offering (replacement, repair, inspection, gutters, emergency)
• Service area pages for each city you cover
• About page with team photos, company history, licensing info, and insurance certificates
• Project gallery with before-and-after photos organized by project type
• Contact/estimate request page with a simple form and phone number
• Reviews/testimonials page pulling from Google, Yelp, and other platforms
• Blog for content marketing (more on this below)

If you need help building a high-converting contractor website, explore our construction company website services.

Before-and-After Project Galleries

Nothing sells roofing work like visual proof. A well-organized project gallery does more for conversions than any amount of sales copy.

Best practices:

• Photograph every job, both before and after. Make it part of your crew's standard process.
• Organize galleries by service type: replacements, repairs, storm damage, commercial.
• Include project details: location (city only), scope of work, materials used, and timeline.
• Add a CTA at the bottom of each gallery entry: "Want results like this? Get a free estimate."

Trust Signals That Convert

Roofing is a high-trust purchase. Homeowners are spending 8,000 to 15,000 dollars or more and inviting strangers onto their property. Your website needs to eliminate doubt:

• Licensing and insurance information prominently displayed, not buried in a footer link
• Manufacturer certifications (GAF Master Elite, Owens Corning Preferred, CertainTeed SELECT)
• BBB rating and accreditation
• Years in business and local roots
• Real team photos, not stock images
• Video testimonials from satisfied customers
• Warranty information clearly explained

Mobile Optimization

Over 60% of roofing searches happen on mobile devices, often during emergencies. If your site is not fast and easy to use on a phone, you are losing leads.

• Page load time under 3 seconds
• Click-to-call button visible on every page
• Forms that are easy to fill out on a small screen
• Large, tappable buttons and navigation elements

Review Management for Roofers

Reviews are the lifeblood of local roofing marketing. 88% of consumers trust online reviews as much as personal recommendations, and Google uses review signals as a major ranking factor for local search.

Getting Reviews Consistently

The biggest mistake roofers make with reviews is treating them as an afterthought. Build review requests into your job completion process:

1. Ask at the right moment. The best time is within 24-48 hours of completing the job, while the customer is still impressed with the work.
2. Make it dead simple. Send a direct link to your Google review page via text message. Text messages have a 98% open rate compared to 20% for email.
3. Train your project managers. The person who hands over the completed project should be the one asking for the review. A personal ask converts better than an automated email.
4. Follow up once. If they do not leave a review within a week, send one gentle reminder. Do not pester them.

Responding to Reviews

Respond to every single review, positive and negative. 97% of people who read reviews also read the business's responses.

For positive reviews:

• Thank them by name
• Mention the specific work you did
• Keep it brief and genuine

For negative reviews:

• Respond within 24 hours
• Acknowledge their frustration without being defensive
• Take the conversation offline by providing a direct phone number or email
• Never argue publicly, even if the review is unfair

Platforms That Matter Most

Focus your review efforts on these platforms, in order of priority:

1. Google Business Profile (most impact on search rankings and visibility)
2. Facebook (social proof for referral traffic)
3. Yelp (still relevant in many markets)
4. Angi/HomeAdvisor (important if you use these for lead generation)
5. BBB (trust signal for older demographics)

Social Media Marketing for Roofers

Let us be honest: social media is not going to be your primary lead generator. Homeowners do not scroll Instagram looking for a roofer. But social media plays an important supporting role in building trust, staying visible, and showcasing your work.

What Actually Works on Social Media for Roofers

Before-and-after content. This is your bread and butter. Dramatic transformations stop the scroll and demonstrate your capability better than any ad copy.

Storm damage education. After severe weather, post content helping homeowners identify damage, understand the insurance claim process, and know when to call a professional. This positions you as helpful, not salesy.

Behind-the-scenes content. Show your crews at work, your morning safety meetings, your warehouse organization. This humanizes your company and builds trust.

Community involvement. Sponsor a little league team? Donate a roof to a veteran? Post about it. Local community content gets high engagement and builds goodwill.

Customer spotlights. With permission, share a photo of the completed project with a brief story about the homeowner's experience.

Platform Priorities

• Facebook: Best platform for roofers. Join and participate in local community groups. Run targeted ads to homeowners in your service area. Post 3-4 times per week.
• Instagram: Great for visual content. Post high-quality project photos, short videos of work in progress, and Stories showing daily operations.
• Nextdoor: Underutilized by most roofers. Homeowners actively recommend contractors here. Claim your business profile and engage with neighborhood posts.
• YouTube: Long-term play. Educational videos about roofing materials, maintenance tips, and the replacement process build authority and help with SEO.

Seasonal Marketing Calendar for Roofing Companies

Roofing demand is cyclical. Smart marketing means adjusting your strategy, messaging, and budget throughout the year.

Spring (March - May)

• Launch spring inspection campaigns. "Winter is over, is your roof still in good shape?" messaging works well.
• Ramp up PPC budgets. This is when homeowners start planning major projects.
• Push content about winter damage assessment and why spring is the best time for replacement.
• Email past customers offering free inspection specials.

Summer (June - August)

• Peak season for most markets. Focus on execution but maintain marketing to fill the fall pipeline.
• Run "book now before fall" campaigns to capture homeowners who procrastinate.
• Collect reviews aggressively while job volume is high.
• Create content about heat-related roofing issues: proper ventilation, UV damage, and energy-efficient materials.

Fall (September - November)

• "Before winter" urgency campaigns. This is your last chance messaging: "Get your roof replaced before the first freeze."
• Gutter cleaning and maintenance bundles to capture additional revenue.
• Publish winter preparation guides to drive organic traffic.
• Increase retargeting ad spend on website visitors who did not convert during summer.

Winter (December - February)

• Reduce PPC spend in markets where roofing slows down. Maintain SEO efforts year-round.
• Focus on content creation and website improvements during the slow season.
• Run ice dam and emergency repair campaigns in cold-weather markets.
• Plan next year's marketing strategy and budget allocation.
• Invest in team training for sales, customer service, and production.

Storm Season (Varies by Region)

• Activate pre-built storm campaigns immediately after severe weather events.
• Increase social media posting frequency with educational content about storm damage.
• Deploy door-knocking crews in affected neighborhoods with professional materials, not flimsy door hangers.
• Position your messaging against storm chasers: emphasize local roots, permanent office, warranty backing, and licensing.

Content Marketing for Roofing Companies

Content marketing builds long-term organic traffic and positions your company as an authority. It is not a quick win, but the compounding returns make it one of the best investments a roofing company can make.

Blog Topics That Attract Homeowners

Focus on topics that match what homeowners actually search for:

• How much does a roof replacement cost in [City]?
• Signs your roof needs to be replaced
• Metal roof vs. shingle roof: pros and cons
• How to file a roofing insurance claim after storm damage
• How long does a roof replacement take?
• Best roofing materials for [your climate/region]
• How to choose a roofing contractor (and avoid scams)
• What to expect during a roof inspection
• How to spot hail damage on your roof
• Roof maintenance checklist for homeowners

Content That Builds Trust

Beyond standard blog posts, create content that demonstrates expertise:

• Video walkthroughs of completed projects explaining what was done and why
• Material comparison guides that help homeowners make informed decisions
• Local market reports on roofing costs, popular materials, and trends in your area
• FAQ pages addressing common homeowner concerns about cost, timeline, and process
• Case studies showing the full journey from initial inspection to completed project

Tracking and ROI Measurement

If you cannot measure it, you cannot improve it. Too many roofing companies throw money at marketing without knowing what is actually generating leads.

Call Tracking

Call tracking is non-negotiable for roofers. Most roofing leads come in by phone, and without call tracking, you have no idea which marketing channel generated the call.

• Use unique tracking numbers for each marketing channel (Google Ads, organic search, direct mail, yard signs)
• Record calls for quality assurance and training
• Track call duration to distinguish between real leads and tire-kickers

Lead Attribution

Know where every lead comes from:

• First-touch attribution: What channel first brought them to your website?
• Last-touch attribution: What channel drove them to finally pick up the phone or fill out the form?
• Multi-touch attribution: Which combination of touchpoints led to the conversion?

For most roofing companies, a simple first-touch model works fine. The goal is knowing which channels produce leads that actually close, not just which channels produce the most form fills.

Metrics That Actually Matter

Stop obsessing over vanity metrics. Focus on these:

• Cost per lead (CPL): How much does each lead cost by channel?
• Cost per acquisition (CPA): How much marketing spend does it take to win a job?
• Lead-to-close rate: What percentage of leads become paying customers?
• Revenue per marketing dollar: For every dollar you spend, how much revenue comes back?
• Customer lifetime value (CLV): A customer who comes back for gutters, siding, and referrals is worth far more than their first roof.

Monthly Reporting Basics

At minimum, review these numbers monthly:

• Total leads by channel
• Cost per lead by channel
• Close rate by channel
• Total revenue attributed to marketing
• Google Business Profile views, calls, and direction requests
• Website traffic by source
• Keyword rankings for target terms

Putting It All Together

Marketing a roofing company is not about doing everything at once. It is about building a system that generates leads consistently, regardless of weather or season.

If you are just getting started, here is the priority order:

1. Google Business Profile: Free, high-impact, and the foundation of everything else.
2. Website optimization: Make sure your site converts the traffic you are already getting.
3. Google Local Service Ads: Pay-per-lead model with a trust badge. Best ROI for most new advertisers.
4. Review management: Build the review habit into every job from day one.
5. Google Ads: Scale up paid search once your website converts and your tracking is in place.
6. Local SEO and content: The long game that compounds over time.
7. Social media: Support channel for brand building, not primary lead generation.

The roofers who win in 2026 will be the ones who treat marketing as a system, not a one-time expense. Build the foundation, measure what works, and reinvest in the channels that deliver real jobs, not just clicks.

For more strategies on marketing contracting businesses online, explore our guides on contractor marketing and digital marketing for construction companies.