Roofing marketing: Top success strategies for local roofers

With so many roofers vying for potential customers online, contractors need to be strategic to rise above their rivals. Local roofing marketing tends to get the biggest return because it targets customers most likely to need your services. But a local strategy alone is unlikely to separate your business from rivals. From reviews to content, combining tactics is the best roofing marketing strategy—no matter the size of your operation.

Nailing your Google Business Profile and other listings

Google Business Profile (GBP) is the foundation of a good roofing marketing strategy. To ensure your roofing business stands out in Google Search, make sure your GBP is complete and accurate. Include your business name, address, phone number (NAP), operating hours, and high-quality images of your roofing projects.

If your business does not have a physical location, you can choose a service area (or even a hybrid if you have both). Having no address is said to have a negative effect on your ability to appear in the local pack, or competitively on local finder. This is because it weakens the proximity local ranking factor. However, some local SEO (search engine optimization) experts have reported that Google could be putting less weight on local organic search. Time will tell if this is the case, and for now you should take into account the best practices of an optimal GBP. 

For real results, update your GBP regularly with before-and-after shots, seasonal discounts and posts celebrating your successes. And be sure to edit your service hours during holidays and for changes to other essential details. Keeping your profile fresh is an essential part of marketing for roofers. Like regular roof maintenance, it shelters you from issues that seep in to negatively impact SEO. 

Google Maps listing for Supreme Roofing & Exterior in Columbus, Ohio

Your NAP information should be identical across all online directories and listings. Inconsistent information confuses potential customers and search engines, which only benefits competing roofers with better SEO. If you don’t have the resources, use a tool like Semrush Local’s Listing Management to manage your listings for you.

Dashboard for John's Roofing & Restoration showing an overview of the business's online presence

Positive reviews boost your credibility and improve your local SEO rankings. Encourage satisfied customers to leave glowing reviews on your GBP and other platforms. Respond to reviews promptly to show you value customer feedback, and address any concerns to maintain a strong reputation.

Pitch-perfect advertising strategies for roofing contractors

For quicker results, PPC (pay-per-click) advertising is a powerful tool in your roofing contractor marketing toolkit. PPC is an especially cost-effective model for small businesses because you only pay for the results you get. Search ads are a good strategy for roofers targeting local customers. Start with keyword research, the framework of a durable roofing marketing strategy. Not only is keyword research useful for paid ads, but you can also use it for content and SEO.

Leverage tools like Semrush’s Keyword Magic Tool or Google’s free Keyword Planner for ideas and data. Make a list of relevant local keywords and run them through a research tool to learn search volumes and costs per click (CPC). The following list is a good place to start:
 

• Roofing contractor in [location]
• [Location] roofing repairs
• Roofers near [location]
• [Location] roof installation
• Emergency roof repair in [location]
• Best roofing company in [location]
• [Location] residential roofing contractor
• Commercial roofing services in [location]
• Affordable roofing contractor in [location]
• Roof replacement in [location]
• Flat roof repair in [location]
• Metal roofing contractor in [location]
• [Location] roof maintenance services
• Roof inspection in [location]
• Local roofers in [location]
• [Location] shingle roofing services
• Slate roofing contractor in [location]
• Roof leak repair in [location]
• Gutter installation in [location]
• Roofing estimates in [location]

Create ad campaigns based on the most lucrative keywords and target specific locations. Use Google Ads structured snippets to highlight your services and what makes your business special. You can even run ads to display at the top of Google’s Local Pack, a valuable position for roofing businesses.

Local Pack results for roofing contractors, including a sponsored listing

Social media advertising on platforms like Facebook and Instagram also offers targeted advertising options to reach your ideal customers. However, it’s harder to pinpoint people with immediate roofing needs on social media, so try some retargeting campaigns. This puts your ads in front of people who have already visited your website or engaged with content on your page. You can further tailor your ads to specific demographics and locations to ensure your message hits the right audience.
 

Monitor ad performance regularly and adjust bids and keywords as needed to maximize your return on investment. Focus on key metrics like click-through rates and conversion rates. This data helps you understand what’s working and what’s not, so you can refine your marketing tactics.

Raise the roof with effective local SEO

Most searches for local services begin online, and Google is the go-to solution for the majority of people. The local pack (or 3-pack), which showcases the contact details of each featured business from their GBP, can be seen at the top of the SERP (search engine results page). It is estimated that 60% of people get in touch directly without clicking the website of a business, but instead from their business information on their GBP. This statistic alone is a convincing argument for local SEO’s place in your roofing marketing strategy.

 A local SEO statistic from Think With Google

Google Business Profile and listings are just the beginning of your local SEO journey. Once your citations are under control, it’s time to take your local roofing marketing even higher. Use the keyword research you did for your paid ads campaigns to optimize important pages of your website. This includes your page titles, meta descriptions, and image alt-text.

Optimize for local search by creating dedicated landing pages for each area you serve. These pages should provide valuable information about your services, customer reviews, and contact details. Next, build on your keyword research with less commercial ideas for blog posts that address common questions. For example, you might write titles like “How to choose the best roofing material” or “Signs your roof needs repair.” By providing valuable content, you build trust and position yourself as an expert in the roofing industry. You can also share this content on social media and in email marketing campaigns.

Backlinks are the fasteners that hold your local roofing contractor marketing strategy together. When reputable websites link to your website, it boosts your SEO rankings and establishes your authority. Reach out to industry blogs and relevant local sites to secure backlinks to your website.

For example, marketing agency Stratedia significantly boosted revenue for its roofing client through local SEO. Within a 10-mile radius, BP Builders positioned first in 94% of searches for the keyword “roofing near me.”

Stratedia’s approach included:

• Unifying listing information across 70+ top US directories
• Using Semrush’s Map Rank Tracker to monitor keyword performance
• Leveraging AI-driven review management to maintain a positive online presence

The results were clear: increased visibility, more leads, and significant revenue growth for Stratedia’s client.

Weatherproof your roofing contractor marketing with evergreen content

Content marketing for roofers is more than SEO; it's about creating valuable content that continues to attract and engage. For roofing businesses, guides, how-tos, and FAQs establish authority and keep potential customers coming back for more. First, develop detailed buyer personas to tailor your content to the specific needs and interests of your target customers. Consider age, location, job title, pain points, and preferred communication channels.

Case studies are like the flashing on a roof—crucial for sealing the deal. Potential customers want to see real-world examples of your work and hear from satisfied clients. Highlight successful projects, showcase before-and-after photos, client reviews, and specific results achieved.

A webpage from Joe Hall Roofing & Contracting featuring a case study

Social media is the skylight that illuminates your roofing business. Facebook, Instagram, and LinkedIn are all powerful tools for relationship building and lead generation. Use social media platforms to promote your services and engage with your audience by responding to comments and messages.