The gap between a lead and a booked job
Most roofing marketing gets judged on leads. Form fills, calls, "opportunities" in a dashboard. That number looks good in a report and means very little on the schedule.
A lead is someone who raised their hand. A booked job is a signed contract with a crew date. Between the two sit a dozen places where money leaks: a missed call, a slow callback, a quote that never got followed up, an inspection that never got set.
That gap is where we work. Good marketing for roofing contractors fills the calendar, not the inbox. We walk through every stage in our contractor sales funnel guide: traffic, lead, qualified lead, scheduled appointment, ran, closed, won.
What breaks in roofing marketing
Storm seasonality
Roofing demand isn't flat. A hail or wind event can flood your phones for weeks, then go quiet for months. Campaigns built for a steady month waste budget in the slow stretch and run out of capacity in the busy one. Your marketing has to scale up and down with the weather, and your follow-up has to hold up when volume spikes.
Insurance work
Insurance claims stretch the sales cycle. There's an inspection, an adjuster meeting, a scope, sometimes a supplement. A homeowner who called in May might not sign until July. If your follow-up stops after two calls, those jobs go to whoever kept showing up.
Speed to lead
Homeowners with a leak call more than one roofer. The first company to answer usually gets the inspection. InsideSales' 2021 study of 5.7 million inbound leads found conversion rates were 8 times higher when the first attempt came within 5 minutes than when it came between 5 minutes and 24 hours. Most crews are on a roof when the phone rings. That's a systems problem, not a hustle problem. Start with our missed-call text-back scripts for roofing companies.
What we run for roofing companies
Every piece maps to one of four jobs: Attract, Capture, Book, Improve. Nothing gets added because it's trendy.
Attract: be the roofer they find
- Local SEO and Google Business Profile. Correct categories, real service areas, photos, posts and a steady review habit. BrightLocal's 2026 Local Consumer Review Survey found 47% of consumers won't use a business with fewer than 20 reviews.
- Google Ads. Search campaigns on high-intent terms like roof repair, roof replacement and storm damage, with tight geo-targeting and negative keywords so you're not paying for DIY searches.
- Meta ads. For replacement demand, retargeting and storm-response campaigns in the zip codes that were actually hit.
Capture: turn interest into inquiries
- Landing pages built for one action: call or book an inspection.
- Call tracking so you know which channel made the phone ring.
Book: move leads to inspections
- Missed-call text back so no caller hits a dead end.
- CRM follow-up sequences for unbooked leads, open estimates and insurance jobs that are waiting on an adjuster.
Improve: see what's working
- Reporting on booked inspections, signed jobs and cost per signed job by channel. Not impressions.
See the full list of what we do.
An example funnel walk-through
Illustrative example only. These are made-up round numbers to show the math. They are not client results and not a forecast.
Say a roofer spends a month on Google Ads and local SEO:
- 100 leads come in (calls and forms).
- 60 are qualified: right area, real roof problem, decision-maker on the line.
- 30 book an inspection.
- 24 inspections actually happen.
- 8 sign.
Now fix one leak. Answer every missed call with a text in under a minute, and 30 booked inspections might become 36. Same ad spend, same close rate, more signed jobs. That's why we measure the whole chain, not just the top.
The formulas are simple: qualified rate = qualified ÷ leads, booking rate = booked ÷ qualified, show rate = ran ÷ booked, close rate = signed ÷ ran. Cost per signed job = spend ÷ signed jobs.
How working with us works
- Growth call. We look at your current visibility, lead flow and follow-up, and find the biggest leak.
- Plan. We recommend the smallest mix of channels and fixes that moves booked jobs. Pricing depends on scope and is covered on the call, before you commit to anything.
- Build and launch. Campaigns, pages, tracking and follow-up get set up and connected.
- Measure and improve. We report on what reached your calendar, then do more of what works.
Where we work
We serve US roofing companies remotely. We don't have local offices in your city, and we won't pretend we do. Your campaigns target your real service area; we run them from our team.
We also work with installers. See our solar marketing agency page.