Marketing for roofers
Roofing Marketing That Beats Storm Chasers and Franchises
Roofing is the most expensive and competitive vertical in home service marketing. CPCs hit $40-$60 on a normal day.
The landscape
Why roofing marketing is the most competitive trade
Roofing is the most expensive vertical in home service marketing. Cost per click runs $40 to $60 on a normal day and can spike to $120 to $180 after a major storm event. Every click matters at those rates, and the margin for error in campaign setup is razor thin. A broad match campaign without proper negative keywords can burn through $3,000 in a week with nothing to show for it.
The competitive landscape is brutal. You are competing against well-funded national franchises with massive ad budgets, storm chasers who flood your market after weather events with aggressive marketing and then disappear, and pay-per-lead platforms selling shared leads. The roofing companies that build lasting businesses are the ones who invest in their own marketing assets: a certification-forward website, local SEO that compounds over time, and Google Ads campaigns structured to handle both normal demand and storm surges.
We manage marketing for 4 roofing companies and have learned that the biggest differentiator is structure. Insurance restoration and retail roofing require completely different campaigns, keywords, landing pages, and conversion actions. Running them as one campaign is like running residential and commercial plumbing as one campaign. It fails because the buyer psychology is fundamentally different. Storm response requires pre-built playbooks, not last-minute scrambling. The roofers who have these systems in place capture the surge while their competitors are still setting up landing pages.
Every account, asset, and line of content belongs to you. Nothing held hostage. If we part ways, you keep it all.
Roofing CPCs run $40-$60 per click.
After a major storm event, they can hit $120-$180.
0
Outsourced
2
WA + ID offices
1
Point of contact
Search behavior
How roofers customers actually search
Emergency and storm-driven searches
These searches spike unpredictably after weather events and carry extreme urgency. Having a pre-built storm response campaign ready to activate within hours gives you a massive advantage over competitors scrambling to set up ads after the fact.
Planned replacement searches
Planned replacements represent the highest project values in roofing. These homeowners research for weeks, compare multiple estimates, and value certifications and reviews heavily. Your website needs to communicate expertise and trustworthiness, not just availability.
Insurance and claims searches
Insurance work requires entirely separate marketing. The homeowner is navigating a claims process they do not understand. Your content needs to educate and guide, positioning your company as a partner in the process rather than just a contractor bidding on the work.
Certification and trust searches
Manufacturer certifications carry significant weight in roofing decisions. Homeowners who search by certification are pre-qualified and convert at higher rates. Dedicated certification pages on your website capture this high-intent traffic.
What we see
Marketing mistakes we see from roofers
No segmentation between insurance restoration and retail roofing
Insurance restoration and retail roofing are fundamentally different businesses. The homeowner filing a storm damage claim is navigating an unfamiliar process and needs guidance. The homeowner planning a roof replacement has been researching for weeks and is comparing quality, price, and warranties. Running both through one campaign means your ad copy speaks to neither audience well, your landing page tries to serve two purposes and serves neither, and your budget gets pulled in both directions without clear attribution.
Build separate campaigns for insurance restoration and retail roofing. Different keywords, landing pages, ad copy, and conversion actions. Track ROI independently for each segment.
No storm response playbook ready to activate
When a major storm hits, search volume for roofing terms can spike 300 to 500% in 24 hours. Storm chasers deploy pre-built marketing within hours because they do this after every event. Meanwhile, local roofers who actually care about their community are scrambling to set up landing pages, write ad copy, and figure out their budget. By the time they launch, the storm chasers have already captured the first wave of leads.
Pre-build landing pages, ad campaign templates, and email sequences for storm response. Have them ready to activate same-day. Include storm damage assessment booking, insurance claim guidance, and emergency tarp service calls to action.
No dedicated service or material pages on the website
A single "Roofing Services" page cannot rank for "roof repair near me," "roof replacement Seattle," "metal roofing contractor Kirkland," and "storm damage roof repair" simultaneously. Google needs distinct, focused pages to match to specific queries. Without them, you are invisible for the long-tail searches that represent the majority of roofing search volume and often carry the highest conversion intent.
Build dedicated pages for each service type (repair, replacement, storm damage, inspections) and material type (asphalt, metal, cedar, flat). Each page targets specific keywords and serves as a landing page for paid campaigns.
Industry data
Roofers marketing benchmarks
Average CPC
$40–$60
Roofing CPCs run $40 to $60 per click on normal days. After a major storm event, expect $120 to $180+ as storm chasers flood the auction.
Target cost per lead
$100–$350
Insurance restoration leads carry higher CPL but also higher close rates and project values ($8K to $25K+) compared to retail replacement inquiries.
Lead-to-close rate
15–30%
Roofing companies with visible manufacturer certifications and photo-documented insurance claim processes close at significantly higher rates than those without.
What good roofers marketing looks like
Insurance and retail campaigns running separately
The buyer psychology is different, the keywords are different, and the conversion actions are different. Insurance campaigns focus on damage assessment bookings and claims guidance. Retail campaigns focus on estimates, material comparisons, and certifications. Separate budgets, separate tracking, separate optimization. This is the foundation of roofing marketing that scales.
A storm response playbook ready to deploy
Pre-built landing pages for storm damage assessment. Campaign templates ready to activate with geo-targeting around affected areas. Email sequences for past customers offering free inspections. The roofers who capture storm demand are the ones who prepared before the storm, not the ones who react after.
Certifications front and center on your website
Owens Corning Preferred Contractor, GAF Certified, CertainTeed Select. These badges communicate quality and warranty coverage that homeowners cannot get from uncertified installers. Display them above the fold on your homepage and on every service page. Build dedicated certification pages that rank for certification-specific searches.
Long-term SEO as a defense against storm chasers
Storm chasers rely on paid ads and aggressive door-to-door marketing. They do not invest in SEO because they plan to leave in six months. Building organic rankings in your market means you own visibility that storm chasers cannot buy. When a storm hits, your organic listings are already ranking while they fight for ad space at inflated CPCs.
Storm chasers show up with cash and aggressive marketing, then disappear in 6 months. The roofers who invest in SEO, reviews, and their own marketing assets are the ones still standing.
Roofing CPCs run $40-$60 per click.
After a major storm event, they can hit $120-$180.
100+
Five-star reviews
2018
Founded
9
In-house team
0
Outsourced work
What we offer
Services for roofers
Google Ads
Insurance restoration and retail replacement campaigns run as completely separate structures with different budgets, landing pages, and conversion flows. Pre-built storm response templates let us deploy surge campaigns within hours of a major weather event, capturing demand before storm chasers outbid you.
SEO
We build damage-type content pages ("hail damage roof repair [city]"), material-specific pages ("standing seam metal roof [city]"), and manufacturer certification pages that rank for the long-tail keywords homeowners actually search. These pages compound traffic year-round, not just after storms.
Web Design
Certification badges (GAF, Owens Corning, CertainTeed) display above the fold because they are the first trust signal insurance adjusters and homeowners look for. Online inspection booking forms, storm damage photo galleries, and financing calculators convert browsers into booked inspections.
GEO
AI search engines prioritize roofing companies with strong review profiles, manufacturer certifications, and detailed service content. We structure your digital footprint so when someone asks Perplexity "best roofer for insurance claims in [city]," your company appears with your credentials attached.
FAQ
Roofers marketing FAQ
The best roofing marketing strategy splits Google Ads between insurance restoration and retail work, builds local SEO for long-term visibility, features a certification-forward website, and includes a pre-built storm response playbook. Integrity Marketing manages 4 active roofing accounts across Seattle and Boise.
Most roofing companies invest $3,000 to $8,000 per month with additional storm season surge budgets. Roofing CPCs run $40 to $60 per click on normal days and can spike to $120+ after storms. Integrity Marketing structures budgets to maximize ROI at these price points.
SEO is the best long-term defense against storm chasers for roofing companies. While Google Ads delivers immediate leads, SEO builds organic rankings that compound over time. Integrity Marketing creates damage-type content, material-specific pages, and location pages that drive consistent roofing leads.
Local Service Ads provide the fastest visibility for roofers, followed by Google Ads for immediate search results placement. SEO compounds over time and builds lasting rankings. Integrity Marketing recommends running all three channels simultaneously for maximum coverage across the search results page.
Google Ads and Local Service Ads deliver the fastest ROI for roofing companies, generating leads within the first week. SEO delivers the best long-term ROI by building organic rankings that do not require per-click spending. Integrity Marketing in Kirkland, WA typically recommends both for roofing clients.
Local roofing companies can absolutely compete with franchises online. Precision targeting beats large budgets. Tight geographic campaigns, strong Google reviews, local SEO, and manufacturer certifications displayed prominently give independent roofers advantages that franchises cannot replicate in specific markets.
Send text-based review requests within 48 hours of job completion with a direct Google review link that takes two taps to complete. Consistency matters more than volume. Integrity Marketing sets up automated review workflows for roofing clients that generate steady five-star reviews month over month.
Running separate campaigns for insurance restoration and retail roofing is essential. The keywords, buyer psychology, landing pages, and conversion actions are completely different. Integrity Marketing builds dedicated campaign structures for each segment to prevent budget waste and improve lead quality.
What works for roofing marketing? Google Ads split between insurance restoration and retail work, a storm response playbook, SEO targeting damage-type and location keywords, and a website with certifications front and center. We manage 4 active roofing accounts.
Related reading
Roofers marketing insights
Ready to grow your roofer business?
Tell us where you're at and we'll show you what's possible.