The moment a roof starts leaking, homeowners panic. Typically, their first move is to look online for immediate solutions.
The question is: Does your roofing company show up while they’re searching? If not, that’s a potentially $10,000+ roofing job you just missed.
Today, 97% of people find local businesses through search engines, online directories, and social media. If your roofing company is still relying on old-school marketing (like flyers, door-knocking, or word-of-mouth), you’re leaving serious money on the table.
Let’s fix that. We simplified digital marketing for roofers into 7 steps to help you bring more high-paying clients straight to your door.Not sure if these will work? Just look at Texas-based company Built to Last Roofing. They used these exact tactics to boost organic traffic by 11,011% and increase qualified leads by 750%.
But First… Should You Hire a Roofing Digital Marketing Agency?
Think about it: Roofing is an expensive project. When homeowners hire a roofer, they want the job done right the first time. The same logic applies to marketing. A great roofing digital marketing agency knows how to:
- Build a website that actually converts visitors into leads
- Create targeted content that ranks high in search engines
- Optimize every detail — from meta tags to user experience
- Track real-time data and improve results month after month
Think of digital marketing for roofers as a compound investment: It takes time to build, but when done right, it keeps delivering bigger returns year after year.
And yes, hiring experts costs money, but your ROI could be as high as 400% to 800% when you enlist the right digital marketing agency. It also saves you time, eliminates guesswork, and creates steady, sustainable growth — while you focus on doing what you do best: running your roofing business.
Sure, you could try to DIY your marketing. But just like you wouldn’t recommend that your clients DIY a roof replacement after watching a YouTube video, digital marketing is a job for professionals who understand how to deliver significant results that last!
Case in point: Stone Center, a premium stone supplier in Ohio, partnered with our team and saw a 6,700% increase in qualified leads, an 89% drop in cost per lead, and a staggering 40,248% boost in organic traffic.
That’s the kind of ROI you get when your home services digital strategy is handled by experts who understand your industry.
How Roofers Can Get Leads Without Door-Knocking (or Wasting Money)
Have you ever heard of inbound marketing? It’s a great way to avoid chasing cold prospects and instead pull in customers who are already searching for help.
It starts with creating valuable online content: blog posts like “How to Spot Roof Damage After a Storm,” quick before-and-after project videos, free checklists, and service pages optimized for local searches like “roof repair [city].”
Follow this up with paid ads like Google Ads and Facebook campaigns to speed things up, and get your business in front of homeowners exactly when they need you.
On average, businesses make $2 for every $1 spent on Google Ads — and Facebook lets you zero in on location, income, and homeownership status for maximum impact.
Social proof seals the deal: 88% of consumers trust online reviews as much as personal recommendations, making Google reviews, testimonials, and project photos essential for conversions.
The bottom line? Inbound digital marketing for roofers turns random browsers into ready-to-hire roofing clients without knocking on a single door.
Want more leads from social media? Our roofing social media marketing guide has you covered — read it now!
Understanding the Roofing Sales Funnel
Before you can market your roofing services effectively, you need to understand how potential customers move from “just browsing” to “ready to hire.”
That’s where the sales funnel comes in. The sales funnel has three key stages, and smart roofing companies create marketing strategies tailored to each one:
| Stages | How it Works |
| Awareness | Prospects first discover your business. Content at this stage answers common questions, builds trust, and positions you as a credible expert. Think about blog posts like “How to Spot Early Signs of Roof Damage.” |
| Consideration | Leads are comparing options. Here, you offer in-depth information that shows why your roofing company is the right choice. Case studies, service pages, and email sequences that highlight your expertise work well. |
| Decision | Prospects are ready to hire. Strong calls-to-action (like scheduling a free roof inspection) and special offers help turn consideration into a sale. Paid ads and persuasive landing pages perform best at this stage. |
Understanding where your prospects are in the funnel helps you choose the right marketing strategy. For example:
- A blog post on DIY roof leak repairs speaks to Awareness.
- A Google Ad promoting “Same-Day Roof Repairs” hits the Decision stage.
Different stages need different strategies — and the roofing companies that master this build trust faster, close more deals, and earn bigger profits.
See how digital marketing can help you stay ahead of the competition. Talk to our experts today.
7 Tips to Capture (Way More) Roofing Leads In 2025
You get more leads by building a smart, comprehensive digital marketing strategy.
That means using proven roofing marketing services (like SEO, paid ads, and targeted content) to attract, engage, and convert more customers.
Let’s walk through 7 fundamental marketing tactics every roofing company needs to boost their leads and stay ahead of the competition.
1. Use Keywords to Pull In High-Intent Clients
How can you show up in search results if you don’t know what your roofing clients are actually searching for?
Every strong digital marketing strategy for roofers starts with smart keyword research. It’s the first step to making sure your business gets found when (and where) it matters most.
Here’s how to get it right:
- Use tools like Ahrefs or SEMrush to find relevant keywords.
- Prioritize high-volume, low-competition terms to climb the ranking ladder a bit quicker.
- Look beyond obvious terms like “roofing company” and find specific local variations your clients are actually searching like “emergency roof repair in Scottsdale”.
Long-tail keywords make up over 70% of all web searches. They’re less competitive and attract better-quality leads who are closer to buying.
The keywords you choose should also match the buyer’s journey — whether someone’s just researching (Awareness) or ready to hire (Decision).
AI Tip: Use AI tools like ChatGPT or Jasper to brainstorm long-tail roofing keywords based on your services. Then plug them into Ahrefs or SEMrush to find the best opportunities faster.
Want a deeper dive into roofing keywords? Check out our complete guide to SEO for roofers to learn how to rank higher, faster, and smarter.
Explore the Different Types of Keywords
| Keyword Type | What It Means |
| Informational | These are used when people are looking for information. They often include words like “what is” or “how.” Example: “How to tell if your roof is leaking.” |
| Navigational | These happen when someone already knows your company or brand and types it into a search engine. Example: “ABC Roofing Company [City].” |
| Commercial | These show a user is thinking about buying and is comparing options. Example: “Best roofing tiles for cold climates.” |
| Transactional | These are the strongest — they indicate the person is ready to buy or hire. Example: “Hire roofing contractor near me.” |
With that said, keep in mind that SEO typically takes six to nine months (sometimes longer) to see real results.
How fast you rank depends on factors like keyword difficulty, competition, inbound links, and how established your website is.
The upside? SEO has a compounding effect. Once you start ranking, you can hold and even strengthen your position over time, as long as you stay consistent and follow our digital marketing best practices.
Not sure where to start with keyword research or SEO? Let Comrade Digital Marketing Agency help you get it right. Schedule your free consultation today.
2. Write Content That Attracts, Educates, and Converts
Picture this: A homeowner notices a leak after a storm. They don’t know if it’s serious yet — and they’re definitely not ready to book a $10,000 roof replacement on the spot.
What do they do first? They search online for answers:
- “How bad is a roof leak?”
- “Signs you need emergency roof repair.”
- “How much does roof repair cost in [City]?”
If your roofing company isn’t showing up with helpful, trustworthy content in those moments, you’re already losing the job before you even knew it existed.
Content marketing fills that gap. It builds the exact content homeowners are looking for when they start asking questions — guiding them from confusion to trust to a booked service call. This might be:
- A blog post that explains how to spot hidden roof damage after hail.
- A short video breaking down the difference between asphalt and metal roofing.
- A detailed FAQ page about what to expect during a roof inspection.
The more specific and helpful your content is, the more homeowners will see you as the obvious choice when it’s time to act.
But here’s the catch: Content only works when it’s tied to clear goals. Before you create anything, ask yourself: Who is this for? What stage of the buyer journey are they in? Does this lead naturally to my services?
AI Tip: We recommend speeding up your content creation by using AI writing tools to outline your blog posts, FAQs, or service pages. You can also generate multiple headlines or meta descriptions instantly to boost SEO.
3. Improve Website Performance to Retain Your Visitors
Your website is one of your most important marketing tools. It’s often the first place homeowners go to decide whether they trust you with their roof.
When it loads slowly, looks outdated, or doesn’t work on mobile, people leave. According to Google, nearly 60% of users abandon a website if it takes more than three seconds to load, and most won’t come back. That’s not just bad user experience — it’s lost revenue.
A common issue? Many roofing companies stick with entry-level hosting that can’t support growing traffic or media-rich content. If your website crashes during peak search times or loads slowly when a user opens it on their phone, it creates a poor impression and hurts lead generation. Upgrading to a higher-tier hosting plan ensures consistent speed and stability.
Mobile optimization is just as critical. With over half of all searches happening on mobile devices, your site needs to function seamlessly across screen sizes. That includes fast loading, clickable buttons, and easy navigation — especially for users trying to book services on the go.
Proof it works: When Zenith Design + Build partnered with us, we launched a high-performing custom website that helped cut their cost per conversion by 86% and boosted organic traffic by 1,125%. A faster, better-optimized site performs like a lead-generating machine.
Need ideas for your roofing website? Our article on the best roofing websites will give you plenty of inspiration.
4. Improve Your Off-Page SEO with Backlinks
Getting other websites to link back to your roofing company’s site is one of the most powerful (and most challenging) ways to boost your SEO.
When trusted websites link to yours, it tells Google your content is credible and valuable. The more high-quality backlinks you earn, the higher your roofing business can rank in search results.
But not all backlinks carry the same weight. A link from an established site like a major news outlet or respected industry blog has far more impact than one from a random low-traffic page. Google pays attention to quality — and so should you.
The catch? Unlike on-page SEO, backlinks are earned, not controlled. To build a strong backlink profile:
- Guest post on reputable industry websites
- List your company in trusted online directories
- Encourage customer reviews on major platforms
- Launch a basic PR strategy to promote company news
Most importantly, create valuable content that people naturally want to reference, like detailed roofing guides, local data reports, or strong case studies.
It’s not just about getting more links. You also need to diversify your anchor text, build links naturally, and monitor your profile to remove any harmful backlinks that could hurt your rankings.
The stronger your backlink profile, the easier it becomes to outrank competitors and capture top spots for the roofing keywords that matter most.
AI Tip: Use AI-powered backlink analysis tools like Ahrefs’ Link Intersect or Respona’s outreach automation to find backlink opportunities and streamline your outreach campaigns quickly.
5. Use PPC Advertising to Get a Flood of New Leads
When paired with SEO, pay-per-click (PPC) advertising can drive a steady flow of new leads and traffic to your roofing website. Unlike SEO, though, you pay every time someone clicks on your ad.
It’s important to understand that PPC can’t replace SEO. Once you stop funding a PPC campaign, the traffic and leads stop too. Meanwhile, SEO builds long-term momentum and continues working for you 24/7, even after the initial investment.
That’s why a smart roofing marketing strategy should focus on SEO first, then layer PPC on top for faster visibility and lead generation.
Here are 3 recommended types of PPC ads for roofing companies:
Search Ads
Search ads appear at the very top of Google when someone searches for roofing services. By bidding on specific keywords, advertisers ensure their business appears right when potential clients are actively searching for what they need.
For example, if a homeowner searches “emergency roofing contractors Wicker Park,” an optimized search ad could put your roofing company at the top of search results. Take a look at some more roofing advertising examples.
Call-Only Ads
Call-only ads are designed specifically to generate phone calls, appearing only on mobile devices. They’re perfect for roofers because many homeowners want to talk to someone immediately after spotting a leak or storm damage.
Call ads are especially powerful for commercial roofing marketing, where speed and direct communication are key.
Remarketing Ads
Remarketing (or retargeting) displays ads to users who visited your website but didn’t take action. These ads keep your company top-of-mind by following prospects across the web and social media with customized messages.
It’s a proven way to turn interested browsers into paying customers — and to upsell past clients when future roofing needs arise.
AI Tip: Platforms like Google Ads now offer AI-driven smart bidding strategies that automatically adjust bids to get you the most clicks or conversions for your ads.
Want to solidify your roofing ads to capture more leads? Check out our expert guide on Facebook ads for roofers in 2025.
6. Use Social Media to Foster a Community of Future Leads
What’s the fastest way to build trust with future roofing clients before they ever pick up the phone? Smart social media marketing!
Social media isn’t just for brand awareness anymore — it’s a powerful tool to drive leads, showcase your expertise, and indirectly improve your SEO.
For roofing companies, platforms like Facebook, Instagram, and YouTube are perfect for posting project photos, answering customer FAQs, running seasonal promotions, and sharing video marketing — all while building credibility in your local community.
And you don’t need to be active on every platform. Focus on where your ideal clients already spend time. For most roofers, Facebook is still the most effective channel for driving website traffic.
One of the best ways to maximize your presence? Showcase your customer reviews!
Reviews are marketing gold. Nine out of ten consumers read reviews before making a purchase, and roofing customers are no different. Posting reviews on your social pages inspires confidence and proves you deliver quality work.
More importantly, businesses with strong online reviews often rank higher in Google’s local search results, helping you capture even more leads.
AI Tip: Use AI scheduling tools like Buffer, Hootsuite, or Later to plan posts weeks. AI analytics can also tell you the best times to post based on when your audience is most active.
Looking for more ways to grow your roofing business? Explore our 2025 roofing marketing guide for tips on how to get more clients.
7. Convert Your Leads Into Clients with Email Marketing
If you’re not using email marketing yet, you’re leaving serious money on the table. Email delivers an average ROI of $42 for every $1 spent — making it one of the highest returns of any digital marketing channel.
Why Email Marketing Works So Well for Roofers:
- Direct access: You reach potential customers right in their inboxes, without competing for attention on crowded platforms like social media.
- Higher engagement: Since it’s permission-based, people are more likely to trust and engage with your emails on their schedule.
- Less competition: Your message doesn’t get buried under dozens of posts or ads — it stands out in a quieter, more personal space.
How to Start Email Marketing the Right Way:
- Focus on building your own list: Avoid buying email lists, which often leads to low engagement and deliverability issues.
- Use a lead capture form: Add a simple, inviting signup form to your website to collect emails from visitors already interested in roofing services.
- Target high-intent prospects: When you build your list organically, you attract leads who are far more likely to trust your brand and eventually convert.
The key is consistency. Send useful, relevant content without overwhelming your audience. When done right, email marketing doesn’t just land you more jobs — it builds stronger customer loyalty over time.
AI Tip: Email marketing platforms like Mailchimp and ActiveCampaign use AI to automate email sequences, personalize subject lines, and optimize send times — helping you get more opens and conversions.
Want to engage more customers through email? Our article on roofing email marketing has the tips you’re looking for!
Stop Leaving Thousands on the Table… Hire a Marketing Agency for Roofers Today
Every missed roofing lead is lost revenue. When a homeowner hires your competitor, you’re potentially losing a $10K job (or significantly more for commercial projects).
The right marketing strategy doesn’t just generate leads — it grows your revenue and saves you time.
Why not partner with a roofing-focused marketing agency? Instead of guessing, you’ll get experts who boost visibility, attract high-value clients, and stretch every dollar to bring you results guaranteed.
At Comrade Digital Marketing, we specialize in web development, SEO, PPC, and other proven digital roofing marketing strategies. Our clients have seen up to a 175% increase in website traffic, driving a very positive ROI.
Ready to book more roofing jobs in 2025? Schedule a free consultation today.
