Booked inspections.Bigger jobs.Better leads.
SEO, Google Ads, Local Services Ads, and GBP funnels for asphalt, metal, and storm-restoration roofers, built around how roof replacements actually sell.
The state of the business in 2026
Roofing is still a trust-and-timing business; now it's won on Google first.
Four numbers tell the whole story: how homeowners shop contractors, where the premium jobs hide, and how much of your year rides on storms and season.
3.8%
CAGR on the North America roofing market
A $26.4B market across the US and Canada, growing to $33B by 2030. Demand is rising; the contractors who capture it are the ones who show up first online.
TechSci Research63%
of homeowners get 3–4 estimates
You're rarely the only bid. Speed-to-inspection, photos of real jobs, and a clear next step beat one more testimonial.
Modernize homeowner survey22%
of reroofs are storm-driven
Roughly one in five residential replacements follows hail or wind. When a storm hits, the contractor who ranks and answers first wins the street.
RoofLink (Insurance Information Institute data)26%
of roofers now quote virtually
Remote estimates have gone mainstream. The site and GBP that earn trust before the ladder ever comes out are the ones filling the inspection calendar.
NRCA via ModernizeHow we'd score your category presence
Online discovery is no longer optional, and most roofers are losing in three of these.
Six levers move the needle. The free 48-hour audit scores yours on each one.
Local-pack dominance
46% of all Google searches have local intent, and the #1 spot in the Local Pack alone takes 17.6% of clicks. If you're not in the Pack for your city, most homeowners never see you, no matter how good your work is.
Mobile-first discovery
Most roof-contractor discovery starts on a phone, and 60% of mobile searchers contact a business straight from the results. Your homepage has seconds to load and signal trust before they tap the next roofer.
Storm-window urgency
76% of 'near me' searchers visit a business within 24 hours. After a storm, the contractor who ranks, answers, and books the inspection first takes the whole street, not just one house.
Organic dominates lead mix
Organic search drives over half of website traffic and compounds at a fraction of paid cost. Google Ads and Local Services Ads run $150–$500 per lead; organic is slower to build and cheaper forever after.
Seasonal + storm pacing
Demand climbs spring through fall and spikes hard after every hail and wind event. Most roofers flat-spend the year and miss the post-storm window where intent and ticket size are highest.
The metal-roof growth lane
Metal roofing is growing nearly 8% a year at 2–4× the ticket of asphalt. Contractors who market metal as its own funnel, not a line item on a generic 'roofing' page, capture the premium jobs.
Want yours scored? Send your URL.
Get my free 48-hour auditThe Resurface playbook
What we actually do for Roofing Contractors
Local SEO, GBP, Local Services Ads, paid search, web, review systems: not six line items, one machine. Every piece points at the same outcome: more of the right homeowners booking roof inspections with you.
Local SEO + Local Pack
Map Pack ranking is the lead-volume lever. Citation cleanup, NAP consistency, review velocity, and on-page targeting for your city and every surrounding service area.
Learn moreGoogle Business Profile
Optimized GBP, weekly posts, review generation, Q&A management. Most roofers leave 50%+ of GBP's lead-driving value untapped.
Learn moreGoogle Ads + Local Services Ads
Search ads and Google Guaranteed LSAs built around real buyer intent (replacement vs repair, metal vs asphalt, storm and insurance searches), with seasonal and post-storm pacing baked in.
Learn moreWeb design that earns the inspection
Built for how homeowners vet roofers: project galleries, financing offers, warranty and certification badges, storm/insurance pages, and a fast inspection-request flow.
Learn moreReview generation
Automated post-job review asks plus response management. Reviews are the single biggest driver of GBP lead volume, and the cheapest moat a roofer can build.
Learn moreMeta + neighborhood retargeting
After a job or a storm, the next ten leads are often on the same street. Meta and retargeting keep your name in front of the neighborhood while the roof is still fresh in mind.
Learn moreThe growth lane
Metal is the growth lane. Most roofers still sell it as a line-item upgrade.
Three numbers explain why we build metal as its own funnel, not a sub-page on a generic asphalt-roofing site.
7.8%
metal roofing CAGR
North American metal roofing is on track to reach $34.9B by 2031, outpacing the asphalt category it's taking share from.
Mobility Foresights2–4×
ticket vs. an asphalt reroof
A metal or standing-seam job runs multiples of a shingle replacement. The upsell is won in the research window, before the inspection.
This Old House18%
of residential roofs, and climbing
Metal's share keeps rising as homeowners weigh longevity and storm resistance. Most roofer sites ignore this buyer entirely.
Metal Roofing AllianceHomeowners researching metal, standing-seam, and storm-resistant systems each respond to different proof and pricing. We build the landing pages and ad creative that way, not as one catch-all roofing page.
Want a metal-roof funnel built for your company?
Start with the auditThe funnel that pays the bills
Leads are the start. The funnel that decides revenue runs from the first call to the signed contract.
Four numbers every roofer we work with starts measuring (most never have). Improve any one of them and you'll move revenue more than a new lead source ever could.
Lead → Booked Inspection
~30% target
How many leads turn into a confirmed roof inspection. Most roofers can't quote this number from memory, and it's where the cheapest revenue hides.
Where it leaks: slow speed-to-call, no online booking, unanswered calls during a storm rush.
Booked → Inspected
85%+ target
No-show and reschedule rates quietly eat a roofer's calendar, especially on insurance and storm leads that shop multiple companies.
Where it leaks: no reminder sequence, weak pre-inspection communication, no value built before you're on the roof.
Inspection → Sale
20–40%
Close rates run 20–40% on ad and cold leads and 50%+ on referrals. Presentation, same-visit pricing, and follow-up cadence decide which.
Where it leaks: no same-visit quote, no financing offer, no follow-up after the inspection.
Sale → Job Value
$9,600 avg
A full asphalt reroof averages around $9,600 nationally; metal and storm-market jobs run well higher. The right marketing pulls higher-ticket jobs into the pipeline, not just more of them.
Where it leaks: cheap shared leads drag AOV down; the channel mix is mismatched to the ticket you want.
We measure these four numbers monthly with every client. The reporting alone surfaces leaks most agencies never look at.
Certification & co-op programs
You're leaving co-op money on the table. We know exactly which programs.
Most GAF, Owens Corning, and CertainTeed co-op and rewards dollars go unclaimed every year. Master Elite and Platinum Preferred status, qualifying ad rules, MDF paperwork: we've worked inside all of it. Certified with any of these? There's almost certainly money on the table.
We build co-op-compliant campaigns and help you file for reimbursement (Master Elite, Platinum Preferred, ROOFPRO, PRO+), embedded in the engagement, not a separate retainer.
How the engagement works
Your first 90 days: what we ship, what you measure.
Marketing for roofing contractors compounds. Here's what's actually happening in each phase, and the leading indicators you can watch before revenue starts moving.
Foundation
- GBP audit + optimization for every location
- Citation cleanup across the major aggregators
- Local SEO targeting for your city + every service area
- Google Local Services Ads (Google Guaranteed) verification started
Watch: GBP impressions, direction requests, calls from search.
Demand capture
- Google Ads + LSA live, structured around real buyer intent (replacement vs repair, metal vs asphalt, storm)
- Metal-roof landing page + dedicated ad funnel
- Website tightened for galleries, financing, and inspection requests
- Seasonal + post-storm pacing model locked in
Watch: Booked inspections from paid, cost per booked inspection, metal job share.
Compounding
- Local Pack movement in your city (60–90 days for real progress)
- Co-op campaigns documented, reimbursement filed
- Funnel-math reporting live: lead → booked → inspected → sold → job value
- Quarterly strategy review on the calendar
Watch: Booked-and-inspected rate, close rate, average job value vs baseline.
Named case studies are being written up now. If you want a private walkthrough of real client numbers before they're public, reach out.
FAQ
Questions roofing contractors actually ask on the first call.
Pricing
Month to month. No long-term contracts.
We earn the next month by hitting the last one. Most agencies hide pricing behind a discovery call. We don't. Here's what roofing engagements typically run:
per month, depending on scope. Ad spend separate.
Foundation
$2,000 / mo
Single-market roofers ready to win Local SEO, GBP, and LSAs.
- GBP optimization + weekly posts
- Local SEO + citation cleanup
- Review generation + response management
- Local Services Ads setup + monthly leads report
Growth
$4,000 / mo
Add demand capture and metal-specific campaigns.
- Everything in Foundation
- Google Ads + LSA management (spend separate)
- Metal-roof landing pages + ad funnel
- Co-op campaign documentation
Multi-Market
$8,000+ / mo
Roofers with multiple crews, locations, or storm markets.
- Everything in Growth
- Per-location GBP + landing pages
- Meta + neighborhood retargeting
- Quarterly strategy review
Ad spend (Google Ads, Local Services Ads, Meta) is billed separately from agency fees.
Send your URL. Get a 4-page audit in 48 hours.
Drop your business name and website. We'll audit your category presence (rankings, brand search, website, ad mix, GBP, and competitor positioning) and send back a written 4-page audit telling you what to fix first. No call required, no obligation.
