Roofing Marketing: Online & Offline Advertising Tactics

Why Do Roofing Businesses Need Marketing?

When you’re growing your roofing business, building your brand is imperative. Targeted ads can boost your revenue and help you steer clear of some of the common reasons roofing companies fail.

But marketing has many other benefits, too:

• Building trust: Having a strong digital presence helps your roofing business seem more legitimate and trustworthy.

• Boosting profit margins: The more you’re in demand, the better position you’ll be in to raise your prices.

• Improving cash flow: Marketing year-round can help you attract roofing customers during slow periods, resulting in steadier cash flow.

• Accessing insights: Marketing software like ServiceTitan helps you learn which marketing efforts generate the most revenue.

If you’re just starting out, the most important thing to remember is that any marketing strategy takes time. Most marketing experts say it can take up to a year for marketing tactics to pay off—the trick is just to stick with them.

What Types of Marketing Do Roofing Businesses Use?

The more variety in your marketing efforts, the more likely you’ll find something that works. Here are the types of marketing roofing businesses use often:

• Digital marketing: Things like Google Ads, social ads, and email marketing that drive revenue online. This captures digitally-savvy homeowners who are likely to book online.

• Print advertising: Flyers, outdoor banners, business cards, billboards, newspaper ads, and other ads in print. This helps win business from homeowners who don’t use the internet as much, such as rural customers and older homeowners.

• Car advertising: Car decals and truck wraps with your company name and phone number that advertise directly from your company vehicles. This helps you create a presence in the local area you serve when people see your trucks on the road.

• Event marketing: Booths at industry events like roofing trade shows that help you network in person. This helps you showcase your products and services to homeowners and network with other contractors.

Each type of marketing can help you reach a different audience. Combined, these efforts can also capitalize on the mere exposure effect: when your audience sees your brand name show up repeatedly, you’ll be top of mind the next time they need roofing services.

How Can I Advertise My Roofing Business Online?

From pay-per-click ads to local search engine optimization, there are several different lead-generation tactics you can use online to grow your online presence.

Here’s a deeper dive into each one and some marketing tips to make the most of them.

1. Google Ads

Customers find 70% of service businesses online, making Google Ads a significant way to reach the majority of homeowners. These are pay-per-click (PPC) ads that you can buy from Google that show up as “Sponsored” links at the top of a Google search. 

Ideally, they should use roofing SEO keywords and link to landing pages that match the roofing services advertised in the text.

Google will also track ad performance metrics like clickthrough rates, but to get in-depth metrics that tie your campaigns directly to revenue, you’ll need software like ServiceTitan.

Guardian Roofing uses ServiceTitan’s marketing software to gain valuable insights into the performance of all its marketing campaigns, including Google Ads. Every campaign is connected to a Marketing Scorecard that ranks campaigns by revenue and includes detailed insights about what kind of jobs each campaign tends to produce.

Lori Swanson of Guardian Roofing says, “[Marketing Pro] gives us a really good visual on a lot of our metrics […] It's really helpful to know where we're going to spend those marketing dollars.”

2. Local Services Ads

Local Services ads are Google Ads that run on local search. Unlike run-of-the-mill PPC ads, these are linked to your Google Business profile and local SEO. They show your hours, location, services offered, contact information, and reviews.

You may notice the “Google Guaranteed” badge on these ads. This means that Google will reimburse dissatisfied customers at their discretion – and if you’re approved, it’s a trust indicator that will help you book more services.

To add booking features to local ads, use ServiceTitan’s Local Services Ads feature. Customers can book with you in one click, and their information will show up directly in your ServiceTitan account—along with ROI metrics that give you valuable marketing attribution data.

As Jacob Levine, ServiceTitan’s product manager, notes: “It’s absolutely critical in [this]day and age that we know what is driving online bookings to your business so we can reinvest in the areas that are working really well and divest from the areas that have not hit the mark.”

Lori Swanson agrees, adding: “Having to wait until the end of the month to know your metrics is just not scalable.”

3. Social media ads

Social media ads are paid ads on social media platforms like LinkedIn, Facebook, TikTok, and Reddit. They look similar to social media posts but include the ability to A/B test and track performance metrics.

For roofing businesses, social media ads can be a way to build relationships with customers. Since social media is more interactive, you can use hashtags and mentions to grow your community and build trust.

There are endless options for social media ad content, including before and after pics, videos of your team at work, and explainer content about roofing materials that include a CTA to book with you.

Here’s a great example from Facebook with a promotion from Tiltop Roofers:

4. Advertorials

Advertorials are ads that look like a regular article in a publication. Instead of traditional display ads, they communicate value by educating customers. They’re often identified as a “guest post” in a magazine or blog, with links back to your roofing website.

Roofing companies can leverage advertorials to:

• Explain the benefits of a new service they offer

• Inform customers about the pros and cons of different roofing types

• Offer tips on roof maintenance and repair

At the end of an advertorial, a call to action usually features a brief explanation of the company. For example, this article by Gunner Roofing in Roofing Contractor magazine spells out the value roofers can provide to homeowners—but it also underscores the value of a new roof.

5. Video ads

Video ads promote your services via YouTube, social media, or any other platform that supports video. It might be a short, polished 30-second ad or a longer, more informal video you promote on social media.

Video ads can be a great way to showcase your personality and give customers insights into how you work.

Veteran Construction is a great example of video ads done right. The firm has built up a solid following on YouTube with how-to videos that highlight its expertise.

Source: YouTube

Of course, you don’t have to make a 20-minute video to get views. TikTok is an excellent platform for showcasing your skills in a few minutes.

Source: TikTok

6. Banner ads

Banner ads are ads that show up at the top, bottom, or side of a website. You can purchase them from Google, Microsoft, Yahoo, and other networks or strike direct deals with digital publishers.

These ads are great for retargeting customers and attracting attention from new roofing leads. They’re a quick, attention-grabbing way to remind customers about your business, boost new promotions, and feature seasonal services.

Here’s an example from 99designs that showcases Southern Pro Roofing’s services, contact information, and a clear CTA in each version of the banner:

Source: 99designs

7. Email advertising

Email advertising is when you send out email marketing campaigns to your contact list. Emails help you keep current customers up-to-date about new services, marketing offers, and company news.

Since many roofing contractors depend on repeat business, email marketing can help you increase customer lifetime value with current customers and save money on acquiring new leads.

For Robert Maier of Laing Roofing, recurring revenue is essential: “The goal for us is to own the life cycle of that roof because roofs don't last forever.”

With ServiceTitan’s email marketing feature, you can create automated campaigns and send email sequences to your target audience without lifting a finger. ServiceTitan’s professional email templates give you a head start, so you don’t have to design them from scratch.

You can also create customer segments to send messages based on past purchases, demographics, and more. For example, you could send a promotional email offering incentives for referrals. Or, you might send out emails about roof inspections to customers who booked roofing projects with you a year ago. If you’re unsure what message will work best, you can A/B test two different versions of an email.

Once you start booking jobs, remember to ask for customer testimonials from satisfied customers! Five-star ratings on review sites like Yelp and Google are an important part of your online presence, and they can also help you book more jobs.

Also, remember that it takes time to adjust to digital tools. Matt Swanson of Guardian Roofing says, “All of a sudden, we don't have paper anymore. But I think you don't realize how much it will help you if you just fight through a solid month or two [of change].”

How Can I Advertise My Roofing Business Offline?

Offline roofing marketing helps you increase visibility with local customers who don’t use the internet as much. While digital campaigns target leads with SEO strategies, offline marketing can attract customers with physical ads placed in your service area.

Here’s more on how each offline strategy can help you boost your revenue.

1. Flyers

Flyers are postcards, brochures, and other print media that can be distributed in physical locations. You can leave them in coffee shops, under windshield wipers, and hand them out during door-to-door sales.

This approach can be expensive upfront but can give you an edge. Instead of going online to look for your services, it’s a way to put a special promotion or service right in front of local customers.

Customers can pin the flyers to their fridges or save them somewhere so that they have your contact information on hand when they need to call.

Here’s an example of a flyer with a unique value proposition. Instead of directly advertising their roofing services, these contractors pay for a referral program to help them grow their local customer base.

2. Business cards

Business cards are old-school, but they’re not dead. These small contact cards allow customers to store your name, phone number, and a summary of your services in their wallet.

They’re great to have on hand when you’re networking in person. If you meet someone who can use your services, you can hand them your card instead of writing down your website or phone number on a napkin.

Ideally, they should be simple so the message on them stays relevant. But that doesn’t mean they have to be boring. Here’s a fun example of a roofing business card that folds into a roof:

Source: Hook Agency

If you want to get fancy, you could also choose a material that represents the work you do best. Here’s an example of a unique metal business card for a roofing company:

Source: My Metal Business Card

3. Events and trade shows

Roofing events and trade shows often feature booths, speakers, and networking opportunities for roofing professionals. 

These events can help you learn about industry trends as you grow your network. They’re a great opportunity to seek out new customers and partnerships with local businesses that can help you get referrals, connect you with resources, and meet other roofing professionals to share best practices.

A few of the larger events include RoofCON in Florida and the International Roofing Expo in Texas, but you can also search for roofing events in your hometown to connect with a local network.

4. Car wrap advertising

When you pull up to your customers’ houses, what’s the first thing they see? If it’s an unmarked vehicle, you’re missing an opportunity to build your brand with a car wrap.

Car wrap advertising helps roofing companies present a professional image on job sites. It also helps advertise your services to locals who see you on the road. Include your phone number for a hassle-free way to share your contact details.

Here’s a great example from Over The Top Roofing & Construction. Their truck has a clear brand identity and a prominent phone number:

Source: Sealy Signs

5. Radio ads

Many people still listen to the radio on their way to work in the morning. A radio ad can be a cost-effective way to reach busy professionals with your voice and personality.

Radio ads give roofing contractors a way to target customers. If you’re advertising on traditional radio networks, you could choose a local station to reach homeowners in your area.

Another advantage is that radio ads don’t require design resources. You’ll just need to be willing to speak on the radio and find some open-source music to sample.

Here’s an example of a radio ad for Kennebec Roofing. It’s simple, quick, and effective, with a brief description of who they are and what they do.

6. Television ads

Like radio, television networks can help you reach local customers looking for roofing services. Network TV ads are often 15 to 30 seconds long and appear on network TV channels.

These ads can benefit roofing companies in areas where many people still subscribe to cable TV. They’ll play in homes, bars, and wherever a local channel runs continuously, creating better brand awareness.

You’ll also be able to post the content you create to YouTube and other digital channels to boost your reach even more. Here’s an example of a fun ad from Long Roofing that grabs viewer attention right away:

Source: YouTube

7. Outdoor banners

Outdoor banners include billboards, bench signs, bus advertising, and any other form of static ad that is placed outside.

They’re a way to advertise your roofing business 24/7 in high-traffic areas with a single payment. Like TV and radio ads, they’re also a way to advertise directly in your local community rather than accidentally wasting ad spend on homeowners outside your service area.

Since your ad will reach people during their commute, it should be simple and clear, with memorable imagery. Here’s a great example from 99designs that’s simple and effective:

Source: 99designs

8. Branded merchandise

Branded merchandise includes hats, coffee mugs, shirts, and pens with your company logo. You can also include information like your phone number, but in this case, less is more.

This can work exceptionally well if you have a catchy or fun business name and slogan. People will keep your mug, pen, or hat in their homes and think of your roofing services first when they need something done. You can also give techs branded merchandise to wear on the job to showcase your professionalism.

Here’s an example of company t-shirts that roofing contractors might wear to a job site:

Source: T-Shirt By Design

9. Direct mail

Direct mail is physical ads you mail out to customers and prospects on your contact list.

This approach is great when you want to target offline audiences in a specific location without doing the legwork of handing out flyers. Leverage your existing contact list to target old customers with timely messaging, or send bulk mailers to prospects in a neighborhood you want to target.

But just because your marketing is offline doesn’t mean your distribution method has to be. With ServiceTitan’s direct mail feature, you can save the hassle of printing (and a trip to the post office).

Simply choose addresses from your contact list or add new ones, upload your images to the template, and you can send postcard campaigns in minutes. You can also select from targeted audience lists to boost customer retention.

The feature also lets you track the performance of direct mail campaigns, just like you would with a digital ad—so you know exactly where your direct mail dollars are best spent.

10. Stickers

Stickers are a small but mighty addition to any offline campaign. You can make stickers of your logo and roofing slogan and hand them out at trade shows and conferences as a fun giveaway.

The nice thing about stickers is that they’re cheap and can be a good alternative to branded merchandise if you can’t afford them. For example, you can create company bumper stickers until you can afford full wraps for your truck.

Here’s an example of a simple but effective sticker design that gets the basics across:

Source: eBay

Remember that you can always include elements like a QR code with any of these ideas to blend the best of digital and offline marketing worlds. 

You can also use ServiceTitan’s Ad Optimizer to use lead information from offline sources to inform your online strategy. Ad Optimizer can use marketing revenue conversion data to train Google to target your ideal customers. As Proximo Marketing Senior Account Manager Liz Soto says, “Why optimize toward calls when you can optimize toward revenue?”

How Can I Create a Marketing Strategy for my Roofing Business?

Each strategy might not yield the desired results. You’ll need to develop a cohesive marketing plan to generate high-quality leads that drive revenue.

• Adopt a targeted approach: Know what customers you want to reach first, and you’ll reduce your marketing spend from day one.

• Know your strengths and weaknesses: Your skill set should determine your tactics. For example, offline approaches might work well for you if you're more outgoing.

• Research your ideal customer: Take some time to understand who your customers are and what they value so you can target them effectively.

• Set clear goals and success metrics: This will help you identify what’s working and what’s not and avoid overspending.

• Assess your competition: Look at what your closest competitors are saying to better understand how you can set yourself apart in the market.

• Set a realistic budget: Approach your marketing with an eye toward how much you can spend and what’s likely to have the best return on investment.

• Consider bringing professional help: Professional roofing marketing agencies can help you fine-tune your messaging and craft campaigns that truly deliver.

Now it’s time to choose: what advertising tactics will you deploy to reach your customers?

It’s Your Turn Now

Your marketing tactics, from Facebook ads to flyers and stickers, can help you reach your target audience and book more roofing jobs. Once you do, take a look at our roofing templates for estimates, contracts, invoices, and more.

Remember that no matter your strategies, you’ll need a way to tell what’s working and what’s not. With roofing software that combines advertising features with the rest of your business operations, you’ll see what campaigns drive real revenue.

ServiceTitan is an all-in-one roofing business software solution that empowers roofing contractors with a suite of tools to create targeted ad campaigns, consolidate business operations, and drive growth. Our award-winning, cloud-based platform is trusted by more than 100,000+ contractors across the country.