Marketing for roofers
Roofing marketing that books more inspections and replacements
We run SEO, Google Ads, and websites for roofing companies that want a steady flow of insurance and retail work, not just leads during storm season. Run in-house from Kirkland and Eagle, built on eight years of campaign data.
The landscape
Why roofing marketing is the most competitive trade
Roofing is the most expensive vertical in home service marketing. CPCs run $40 to $60 on a normal day and spike to $120 to $180 after a storm. At those rates, a broad-match campaign without proper negatives can burn $3,000 a week with nothing to show.
The competition is brutal: national franchises with huge ad budgets, storm chasers who flood your market then disappear, and pay-per-lead platforms selling shared leads. The roofers who build lasting businesses invest in their own assets: a certification-forward site, local SEO that compounds, and ads structured for both normal demand and storm surges.
We manage four roofing accounts. The biggest differentiator is structure. Insurance restoration and retail roofing need different campaigns, keywords, landing pages, and conversion actions, because the buyer psychology is different. Storm response works from a pre-built playbook, not a scramble. The roofers with those systems capture the surge while everyone else is 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
Our approach
How we help roofers grow
Insurance and retail campaigns running separately
Different buyer psychology, keywords, and conversion actions. Insurance campaigns focus on damage assessments and claims guidance. Retail campaigns focus on estimates, material comparisons, and certifications. Separate budgets, tracking, and optimization.
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 prepared before the storm, not after.
Certifications front and center on your website
Owens Corning Preferred Contractor, GAF Certified, CertainTeed Select. These badges communicate quality and warranty coverage homeowners cannot get from uncertified installers. Display above the fold on the homepage and every service page. Build dedicated certification pages.
Long-term SEO as a defense against storm chasers
Storm chasers rely on paid ads and door-to-door marketing. They do not invest in SEO because they plan to leave in six months. Organic rankings in your market are visibility they cannot buy. When a storm hits, you are already ranking while they fight for ad space at inflated CPCs.
What to expect
Your first 90 days with us
Week 1-2
Separate insurance from retail
We split the account into two campaign tracks: insurance restoration and retail replacement. Different sales cycles, different keywords, different landing pages. Running them as one wastes budget on both.
Week 3-4
Launch campaigns and storm playbook
Retail replacement campaigns target "roof replacement [city]" and material-specific searches. The storm playbook (pre-written ads, landing pages, budget rules) gets built so it deploys within hours of a major weather event.
Month 2
Certification pages and local SEO
Manufacturer certification pages (GAF, Owens Corning, CertainTeed) and damage-type pages that rank for "hail damage roof repair [city]" year-round. Google Business Profile gets project photos, certifications, and ongoing review generation.
Month 3
Dial in cost per lead and expand
Sixty days of data tells us which service types and areas produce the best leads. Scale winners, cut waste, expand into adjacent keywords (gutters, siding) your team can handle. Storm playbook stays ready.
What we see
Marketing mistakes we see from roofers
No segmentation between insurance restoration and retail
These are different businesses. The homeowner filing a storm claim is navigating an unfamiliar process and needs guidance. The homeowner planning a replacement has been researching for weeks and is comparing quality, price, and warranties. One campaign serves neither well.
Separate campaigns for insurance restoration and retail roofing. Different keywords, landing pages, copy, and conversion actions. Track ROI independently.
No storm response playbook ready to activate
After a major storm, search volume for roofing terms can spike 300 to 500% in 24 hours. Storm chasers deploy pre-built marketing within hours. Local roofers scramble to set up landing pages and ad copy. By the time they launch, the chasers have already captured the first wave.
Pre-built landing pages, campaign templates, and email sequences ready to activate same-day. Storm damage assessment booking, insurance claim guidance, and emergency tarp service CTAs.
No dedicated service or material pages
A single "Roofing Services" page cannot rank for "roof repair near me," "roof replacement Seattle," "metal roofing contractor Kirkland," and "storm damage repair" at once. Without dedicated pages you are invisible for the long-tail searches that drive the majority of conversions.
Dedicated pages per service (repair, replacement, storm damage, inspections) and material (asphalt, metal, cedar, flat). Each targets specific keywords and serves as a paid landing page.
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.
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.
106
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
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