Roofing playbook
Roofing Company Marketing: What Works, What It Costs, and Which Rules to Follow
A guide for independent US roofing owners, built on Google's own documentation, homeowner surveys, and dated cost benchmarks, with the weak spots in the numbers marked.
- Plays in this guide
- 11
- Plays with named tools
- 6
- Research sources
- 40
Most roofing marketing advice comes from companies that sell marketing, software, or leads. The cost figures, budget percentages, and close rates you see repeated across blogs are usually uncited. Where this page gives a number, it says who published it and when. It also says when sources disagree, because on several of the most-quoted figures they do.
The guide covers how homeowners pick a roofer, what Google says you can and can't do with your Business Profile, reviews, Local Services Ads, and organic search, and what each lead channel costs. It also covers the review and insurance-claim rules that can get a roofer in trouble. Google's published rules are treated as the firmest ground. Agency and vendor figures are treated as estimates.
The practical point running through all of it is that cost per lead is not the number to manage. Cost per signed job is. The plays at the end are built around that, plus the free or low-cost basics: an accurate Google profile, a steady review habit, fast response, and a website that shows pricing.