Roofing ads waste money in two ways: they run in weeks when you can't install, and they attract repair calls when you want replacements. This service fixes both. We plan campaigns around your region's working season and around the searches people make when they're pricing a whole new roof.
What it is
We set up and manage search and map advertising in your own ad accounts, focused on full replacements:
- Search ads on replacement terms, such as "roof replacement cost" plus your city, "new roof estimate" or "metal roof installation".
- Map and local results so homeowners comparing nearby companies see your reviews and service area.
- Negative keywords that filter out "DIY", "jobs", "patch" and other searches that won't become a replacement.
- Landing pages that connect to your financing pages, so a homeowner worried about price can read about payment options without hunting.
Who it's for
It's for roofing companies with a working website, a lender partner and the capacity to take more replacements in the coming season. If your schedule is already full until August, ads are the wrong spend; estimate follow-up or a waiting-list message makes more sense.
What's included
- a season plan showing monthly budget, target areas and the message for each phase
- keyword research for replacement searches in your service area
- ad copy, written to avoid unsupported claims and to describe financing only in approved terms
- call and text tracking so you can tell which ads produced which conversations
- weekly checks during peak season and fortnightly checks in the slow months
- a monthly summary in plain language
How the season is structured
Every region is different, and our seasonal calendar guide goes province by province. A common pattern looks like this:
| Phase | Typical timing | Message |
|---|---|---|
| Pre-season | Late winter | "Book your spring estimate now", with payment options mentioned |
| Peak | Spring to early summer | Replacement and upgrade searches, full budget |
| Mid-season | Mid-summer | Fill gaps in the schedule, highlight shorter waits |
| Autumn push | Early autumn | "Before the snow" replacements, financing for homeowners who planned for spring |
| Off-season | Deep winter | Low budget, inspection and estimate bookings only |
Timeline
- Weeks 1–2: account access, keyword research, season plan and your sign-off.
- Week 3: ads go live with conservative budgets.
- Weeks 4–8: we cut what doesn't work and move money to what does.
Expect the first few weeks to be about learning, not about results. Paid search needs data before it settles.
How results are measured
We report on what you can verify:
- cost per call or text from a replacement search
- share of conversations that become an estimate, as recorded by your office
- estimates and signed jobs traced to ads, using your own records
- how often financing comes up in those conversations
Cost per click and impressions appear in the report, but they're not the measure of success. Signed replacements are.
A budget check before you spend
Before any money goes into ads, we run a quick sense check with your own numbers. Take your average replacement ticket, your gross margin and the share of estimates you sign. If a job is worth $15,000 at a 35% gross margin, each signed roof contributes about $5,250 before overheads. If you sign one estimate in four, and roughly half of ad calls become estimates, you need about eight ad calls per signed roof. At $60 per call, that's $480 in ad spend per signed job, plus our fee spread across the season.
Those numbers are only an illustration. The point of the exercise is to know your break-even cost per call before the first click, so a disappointing week doesn't panic you and a good one doesn't make you overspend.
Mistakes to avoid
- Running the same budget all year. Money spent in a month you can't install is mostly wasted.
- Bidding on "roof repair". Repair searches convert to small tickets. If you want replacements, say so in your keywords and copy.
- Stating rates in ads. Rates change, and an ad that names a rate or monthly payment can trigger disclosure requirements; see our advertising rules guide.
- Promising "zero down, no payments for a year" unless your lender actually offers exactly that and has approved the wording.
Plan costs are on the pricing page.
Frequently asked questions
Should my ads mention financing?
Sometimes. A general line such as 'payment options available through our lending partner' is usually simple. Stating a rate or payment amount in an ad brings extra disclosure expectations, so we only do that with the lender's approved wording.
Do you pay for the ad budget?
No. The ad spend goes directly from your card to the ad platform, in your own account. Our fee covers planning and management.
Do you run storm-response ads?
We can, but carefully. Storm periods attract out-of-town canvassers and confused homeowners, so the message focuses on your local track record and on inspections, not on pressure to sign.
How much should I spend?
Work back from your average job value and signing rate. Our quote math guide shows the calculation step by step.