Roofing Marketing: How Homeowners Find and Choose a Roofer

Homeowners use more than one discovery route

Among 292 U.S. homeowners surveyed in 2025 after roofing work, 56% reported using search engines, 42% referrals from friends or family, 35% social media, and 30% AI tools to find roofers. Respondents could report multiple routes.

Reviews and estimates help build trust

In the same survey, 82% checked online reviews before hiring. A professional proposal or estimate was among the top trust factors for 66%, while 59% ranked transparent pricing among their top three.

Local ranking has no paid shortcut

Google says local results principally depend on relevance, distance, and prominence. Complete profile information, links, review volume, and positive ratings can matter. Google says businesses cannot request or pay for a better local ranking.

Set up a service area profile correctly

For a roofing business that serves customers at their homes and does not receive them at its address, Google says to remove the address from the public profile. It allows up to 20 service areas and says a service-area business should have one profile for the area served.

A lead or click is not a signed job

LocaliQ’s April 2024–March 2025 search campaign analysis reported a $228.15 cost per lead for its combined Roofing & Gutters category. It did not report signed-job costs or roofing-only results. Google Business Profile call-button clicks also do not count completed calls or signed jobs.

Ad costs and results vary