What if we told you, you could advertise online to customers within 1 mile of your roofing business? Or that it’s possible for your company to reach customers who search on Google for “roofing business near me” when they’re close by?
This is the power of online advertising. Today’s marketing tools allow businesses to reach clientele at the right time and place. With advanced analytics, digital marketing isn’t a guessing game, but a precise strategy that delivers high ROI.
In a nutshell, online roofing ads lead to a continuous flow of new leads, a reduction in customer acquisition costs, greater engagement with current customers, and ultimately enable unprecedented business growth.
The four main types of advertising online are; social media, paid search, native, and display advertising. All of them reach targeted audiences in a cost-effective and measurable way, while increasing customer loyalty, and driving online sales.
With that in mind, let’s take a look at how Facebook, Google, and Instagram ads work for roofing companies.
Facebook’s market share for digital advertising is close to 20%, making it one of the best marketing options, second to Google. Its platform caters to a wide variety of people, and unlike some other social media channels, it incorporates different media aspects, from messenger to text to photos.
Its meticulous level of granular data detail lets you narrow down the demographic for every ad you run. You can target customers based on interests, behaviors, demographics, age ranges, locations, languages, and even your competitor’s fans.
Facebook’s built-in call-to-action buttons encourage customers to act, whether it’s signing up, booking, buying, or watching a video. Including these can increase click-through-rates by up to 285% percent!
Its marketing capabilities and lead-generation forms allow commercial roofing companies to reach potential customers at all stages of the sales funnel. As an advertising platform, it’s great for testing out roofing advertisements (A/B testing) without squandering your marketing budget.
Paired with powerful analytics, Facebook has everything you need to generate a consistent flow of roofing leads.
The best roofing ads are targeted to a specific audience, constantly optimized for multiple devices, and integrated with a larger digital marketing strategy. eCommerce giant, Shopify, recommends the following strategies to get the highest ROI.
Because users aren’t actively searching for things to buy on Facebook (unless they’re on Marketplace), the platform uses an interest-based targeting strategy. It lets you advertise to specific audiences based on their interests and online activities.
Facebook’s sophisticated audience selection tools allow roofing ads to target the following:
It’s important you select your audience type correctly, as each has different options to enhance ad results. If you don’t use these advanced targeting options, you’re missing out on a valuable tool that saves money and increases conversion rates.
If you’re not using Facebook’s advanced targeting options, you’re missing out on a valuable tool that can help you save money and increase your conversion rates.
You can use photo albums to market different roofing services, as well as before-and-after images of selected projects. Before and after photos work particularly well because they highlight your skills, and show potential customers what they can look forward to when working with you.
According to 99 Firms, 92% of Facebook pages use native Facebook videos because they receive 478% more shares than videos from other sources. Video ads have emerged as one of the most effective formats to show off your roofing services or brand in new ways. With Facebook ads, it’s possible to create video ads from its Ads Manager or boost a post that includes a video from your Facebook Page.
These full-screen immersive experiences pop up in between the Stories users watch. Story ads offer a lot more freedom than typical video or image ads because you can experiment with video effects and augmented reality. Meta stated that people hold their smartphones vertically 90% of the time, and 72% of Millennials don’t turn their phones at all, even for widescreen videos, making vertical stories ideal video-sharing opportunities.
And remember, simple posts on your Facebook page feed that showcase your expertise can be just as effective at reaching your ad campaign goals. If you follow an inbound marketing strategy and consistently create valuable content that aligns with the needs of your target market and inspires long-term relationships. Chicago Roofing Solutions’ Facebook page feed is a good example of this.
Google provides cost-effective paid ads to promote your roofing services, raise awareness, and bring more traffic to your website.
The search engine offers five different types of ads to generate leads:
Google has over 5 billion search queries a day, offering the largest audience reach. Its pay-per-click model allows you to target users based on keyword usage. Therefore, you’re advertising to a target audience already interested in your roofing services.
Google Ads comes with numerous campaign settings and bidding options, so you get results with high and low budgets. While larger companies with bigger budgets can achieve more horizontally, a small roofing company can still take advantage and do well within targeted niches.
Setting a budget is an important part of using Google Ads because it determines how long your campaign runs and how many quality leads you can obtain. Too low a budget runs the risk of not receiving enough traffic to reach profitability, while too much spending may be unnecessary to achieve the results you want.
Once you’ve decided on your budget, you’ll want to integrate relevant keywords into your ad copy. This is absolutely crucial because it ensures your roofing ads reach your audience. You can find the best keywords using Google Ads Keyword Planner.
Creating interesting and eye-catching headlines gets your audience to click on your ads, but it’s the call to action that converts them into paying customers. A combination of high-quality visuals (if your ad requires this) and compelling copy is the most effective way to generate ROI.
Lastly, you’ll need to run A/B testing to know which variables lead to the highest profits. This standard marketing practice allows advertisers to continuously improve the average conversion rates.
Since user behavior varies, Google Ads seldom achieve maximum productivity when launched. Hence, testing images, copy, calls-to-action, and placement helps avoid unnecessary risks and ensures greater efficiency.
It’s easy to get carried away with roofing advertising ideas. However, if you’re going to run PPC ads, you need to set achievable objectives. Part of what makes pay-per-click ads viable is their measurability. Therefore, you should ideally have one clear objective for each ad campaign.
Some roofing ad goals might be:
Once you’ve defined the goals of your digital ads, you’ll want to get super specific about metrics.
For instance, merely stating you want to earn more leads isn’t really sufficient from an analytical perspective. It’s a far more effective goal if you say you wish to increase leads by 20% over six months. This provides a tangible KPI to benchmark your advertising efforts against and improves the ROI of your campaigns.
Local search ads help businesses stand out in local search results. When users look for a specific service near their location (for example, “roofing company near me”), they’ll see advertisements that show your location, phone number, operating hours, and reviews.
Why does this matter? Well, 88% of mobile searches for local businesses either call or visit the business within 24 hours.
Search ads are a popular form of PPC advertising, in which companies pay to have their ads displayed above and below organic search engine results when users type in keywords relating to their industry and services. Essentially, they’re targeting customers already interested in your services.
For example, a search for “roofing company” showed this text above organic results on Google’s SERP:
Google Map ads are the easiest way for potential customers to find roofing contractors, especially since most customers hire roofing companies within their vicinity. Roofing businesses that use map ads to promote themselves can expect an increase in phone calls and website clicks.
The primary advantage Instagram has over other advertising platforms is its visual nature. If you have a business that benefits from the design of your product or if your services have a visibly noticeable result (roofing services), then Instagram is a great platform to showcase and advertise your business.
Visual appeal matters in 93% of cases when people make a purchase or decide to hire services. In some instances, visual content generates more leads because it is faster and easier for the human brain to process.
Moreover, Instagram Ads are fully integrated with Facebook Ads, so you’ll have the same customization options, diverse ad formatting, and targeted capabilities. Another thing to consider is Instagram’s acceleration opportunities. Over 50% of people who visit a brand’s website after seeing it on Instagram make a business purchase.
Instagram works best when ads are simple and designed to funnel engagement. Many other roofing companies use the platform to hard sell, which is a bit of a no-go. You want to subtly capture the interest of potential customers by making ads look like typical Instagram posts.
On that note, while it can be tempting to feature your company’s logo heavily, you don’t want it to overshadow your visuals because they should “speak” on behalf of your business. The same goes for text. Instagram is visual, not a blogging platform, so try to keep the copy to a minimum.
While Instagram is owned by Facebook, it’s not the same from an advertising perspective. Both platforms have different demographics and user behaviors. For example, the content shared on Facebook is far more mixed and widespread in terms of format.
The important take-away on Instagram, compared to Facebook, is that people are two times more likely to engage with a brand on it, and it has 58 times more engagement per follower. Setting up an Instagram Business Account allows you to leverage these valuable insights.
Because visuals play such a central role on Instagram, it’s essential you achieve branding consistency. You want your advertisements to look professional, not like some random cellphone photos taken with little to no consideration.
Familiarizing yourself with the platform’s design requirements for Instagram feed ads and stories ads ensures your images are in the right resolution and aspect ratio. Like other forms of advertising, your Instagram roofing ads should follow your company’s marketing strategy with a call to action that feels natural.
83% of Instagram users watch videos without sound, so if you are investing in video marketing, be sure to add closed captions, that way, people can enjoy watching them at any time. Optimizing videos for silent viewing will bring higher engagement rates, longer watch times, as well better conversions, and improved ROI.
Many users also look for content based on hashtags alone. So, be sure to include associated hashtags because they send a clear signal to users that your posts are relevant to what they’re looking for. Although the platform allows you to post up to 30 hashtags, this can look a little desperate and spammy. No more than three to five hashtags are ideal.
The appearance of Instagram ads is similar to regular posts, except they contain a “sponsored label” to denote they’re an ad. They also have optional additional features like links, CTA buttons, and product catalogs.
Instagram offers nine types of ads:
Naturally, the type of ad format you select depends on your campaign ads and target audience.
Instagram is a bit different from other platforms because the strength of your account, meaning its cohesiveness and overall look and feel (branding), plays a big role in how customers perceive your business.
When you view an Instagram profile, you’re presented with all their posts in a grid format. So, every piece of non-paid content also counts. You can have the best commercial roofing ad, but if users head to your profile and don’t like what they see, or there’s nothing there, they likely won’t do business with you.
Let’s look at these Instagram profiles below:
This roofing company’s bio is straightforward and compelling, with a unique selling point, “Experience the Difference,” and a link to their website. Their branding colors, which appear to be blue, white, orange, and black, create consistency across their account and make their company more easily identifiable.
None of the images on their profile are sponsored, yet they do a good job at directing potential customers to their website with clear calls to action. They also have videos showcasing projects and tips, which builds further trust with prospective customers.
Tar Heel Construction Group does a fantastic job at using humor to promote its services. Its account showcases a mixture of reviews, family business news, and videos. As you can see, it’s completely different from the one above, but still has a consistent branding style.
The roofing company also has a more elaborate bio advertising its specialties and encouraging users to request a quote online. Instead of linking to their website, their bio links to a crowdfunding charity event, which further promotes them as a socially responsible company.
As a digital marketing company, we always advocate for digital transformation and constantly stress the exponential value of digital marketing. However, we also know that service-based businesses like roofing contractors do still benefit from offline advertising since their operations are largely bound by location.
Ideally, your business should be doing both online and offline digital marketing to reach as many customers as possible. When it comes to offline marketing, a few traditional strategies still hold sway, such as:
Interestingly, one vehicle wrap can generate between 30,000 – 80,000 impressions daily, and fleet vehicle advertising boosts name recognition 15 times more than other advertising media!
If you need help with digital marketing, then read on! We know it can be tricky to manage marketing and run a business at the same time. After all, the digital world is fast-paced, and there are always new developments and advertising trends to keep up with!
As a full-service digital marketing agency, with over ten years of advertising experience, we have the knowledge and tools to enhance your online presence and successfully advertise your services online. Contact us today to learn how we can increase your sales!
Do you want a marketing plan that fits your individual needs? Let us craft a strategy that drives results to your company based on your objectives.
Please fill out the form to the right, and we will contact you within one business day for a free initial consultation.
Unlock a full potential of your website. See which gaps in your marketing don’t allow your organization to scale. Get a complimentary, no obligation marketing performance review.