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Roofing Ads: The Top Guide for 2024

Roofing Advertising Guide (Cover)

What are Roofing Ads?

Roofing ads are advertisements promoting a roofing company or service. In 2024, the most common roofing ads are digital and appear on high-traffic platforms like Google, Facebook, and Instagram.

Traditional forms of advertising include print advertising, radio spots, and billboards.

Roofing Advertising Strategies

The roofing industry is a cutthroat field. With this in mind, your advertising efforts must be impeccable to outshine your competitors. But with all the marketing and advertising solutions available, how do you effectively advertise a roofing company in 2024?

In today’s world, digital marketing outranks all other advertising channels in ROI and reach. However, this doesn’t mean you should spend all of your advertising dollars in the digital world.

Diverse campaigns consist of multiple advertising channels and messages to maximize results. Knowing your options is the first step to developing a comprehensive advertising campaign for your business.

Marketing and Advertising Channels

Within the marketing landscape, your company has multiple channels to spread its message. Your advertising options are almost endless, from television and radio to billboards and digital media.

Each platform offers benefits that can increase your business reach and build your customer base. To decide on a suitable advertising platform for your efforts, first, decide on your campaign’s details.

  • Goal: Identify the exact purpose of your campaign. Do you want to increase roof leak service calls? Would you like to increase traffic to your website?
  • Budget: How much will your ad spend be? What ROI are you expecting from your advertising?
  • Run Time: How long will your campaign last? Will your campaign be weeks long? Months?

Each of these factors dramatically affects the type and style of your marketing efforts. For instance, if you are creating a six-month advertising campaign, a start-to-finish television commercial could be too costly, while a six-month Google search ad may be only a fraction of the cost.

Typically, marketers use a combination of platforms throughout the campaign period to promote the most results possible. Once you have decided on the essential campaign factors, you can start planning your ad. It would be best if you based elements on the target audience and their desired action.

  • Platform: What marketing platform will you use to spread your message? Which platforms have worked best for you and your competition’s past efforts?
  • Message: What message are you communicating? What call to action will you use?
  • Measurement: How will you measure your campaign’s success? How will you track ROI?

Advertising Platform Options

When it comes to advertising, you have a long list of options to spend your marketing dollars. From print to digital, you can find advertising opportunities just about anywhere.

While many platforms offer low but stable ROI, others offer increased but fluctuating ROI. Utilizing a combination of media can help expand your reach and boost your roofing marketing ROI.

Print Advertising for Roofers

Within the realm of print advertising, there is a multitude of options. Your roofing company has the choice of newspaper ads, billboards, mailers, and more that can enhance company awareness. Print ads are ideal for getting your brand name recognized within a particular area.

These platforms work well for advertising roofing services, promotions, and even locations. However, they do not create an excellent opportunity for prompting immediate action. Often, print advertising is costly and challenging to measure accurately.

However, new advances, such as QR codes and promotion codes, offer better print advertising tracking than ever before.

Consider which of these print platforms is best for your roofing company:

  • Newspaper: While newspaper advertising has been a go-to marketing hub for years, online news media presentations have seriously dented readership. Use this platform for older age groups that are less likely to refer to digital media for news.
  • Billboard: While this advertising style gets great viewability, the response is much lower than other marketing avenues. Use billboards as a supplement to boost your brand awareness.
  • Direct Mail: These advertising options are tried and true methods of building brand and promotional awareness. Use roofing mailers for promotional offers and service updates for your roofing company.

Advertising With Traditional Communication Media

Using traditional television and radio to deliver your advertising message can get expensive quickly and offers fewer analytics tools to track effectiveness.

However, clear, precise messages are delivered promptly on these platforms and have a higher retention rate than most print options.

Television and radio advertising is best used in short spurts to advertise a promotional offer or time-sensitive information.

  • Television: Television commercials are ideal for presenting company services and promotional offers to a broad general audience. Timely information like storm details and specials are well-presented with television advertising.
  • Radio: Like television, radio presents a unique and sizeable general audience. Therefore, public promotional, seasonal, and other timely messages appeal most effectively through radio advertising.

Digital Advertising Opportunites

In recent years, digital marketing trends have increased exponentially, and with good reason. Digital marketing has become the most effective, trackable marketing channel available, with multiple advertising avenues that fit any style, message, and brand.

Digital advertising platforms offer easily measured analytics and deliver immediate actionability with calls to action, promotional information, and service schedules.

However, effective planning and platform proficiency are still vital to productive advertising efforts, even on digital platforms.

  • Website SEO: Ideally used as a landing platform for web traffic, your website should thoroughly introduce and explain each service and skill your roofing company provides. With available analytics that updates regularly, you can always be sure of your success.
  • Social Media PPC: These marketing platforms work well when communicating a message or offer that includes an immediate call to action, such as a “click here” button or “call now” link. They offer excellent ROI and measurement metrics for complete control.
  • Google Pay Per Click: Google PPC is ideal for increasing web traffic and brand awareness. It’s also perfect for increasing website conversions and unique visitor traffic. While PPC campaigns can vary significantly in cost, they are generally less expensive than most other platforms and generate an increased ROI.

In today’s world, internet marketing has not only changed the way the public finds information, but it has also changed the way businesses reach their prospective clients effectively.

Although traditional advertising tools and platforms are still used and productive, digital marketing has taken over the marketing landscape.

Utilize digital marketing in your advertising campaign efforts to increase your success, visibility, and ROI.

Digital Marketing For Roofers

Within the digital marketing world, you have many choices on how and where to spend your advertising dollars. Each channel offers its rewards and challenges you should consider.

For example, digital advertising provides a highly customized audience selection that can provide better message reception and lend to low visibility. Being aware of each digital advertising platform’s benefits and downfalls can help you choose the best route for your advertising dollars.

Organic SEO

Search engine optimization, or SEO, is crucial to appear in Google and other search engine results. With over 40,000 search queries completed per second, Google is the number one way to find information on services, products, and just about anything else.

Because Google search has transformed the way customers locate services, search engine optimization for your roofing service is a top source for reaching prospective customers.

Through the years, Google has updated the way its search delivers results. Today, quality content, accurate information, reputable linking, and precise keyword usage are the best ways to ensure proper SEO for your roofing business.

Using these strategies, along with appropriate coding and compelling user experience, can land your roofing company higher in search rankings, leading to extended reach and maximized conversions.

Google Organic Results (Screenshot)

Organic Search Optimization Helps Ensure Your Business Appears in Google SERPs.

SEO Strategies That Work

SEO, or search engine optimization, is a marketing strategy that utilizes Google and other search platforms to present company information and generate roofing leads.

When users perform a search query on Google, Bing, or another search platform, their engines identify keywords and deliver search results according to relevance and site quality, among other elements.

Optimizing your roofing website to appear higher in these search results can boost your company’s reach and expand your customer base. Use tried and correct marketing SEO strategies to begin your efforts and revise your plan as needed.

Google Search (Screenshot)

Organic Marketing Offers Free Roofing Leads for Your Business

Google Business Profile Optimization

When battling for the number one Google search position, the competition can be fierce. However, your roofing company cannot show up in any Google searches until your Google Business Profile account has been set up and verified.

To establish your roofing company’s Google Business Profile, visit google.com/business and follow the instructions, paying attention to crucial fields like:

Screenshot of Google Homepage

Your Google Homepage Displays Helpful Information and Links for the Searcher

  • Business Type: The correct business type is imperative to index correctly in Google searches.
  • Services Offered: Since this is the top way Google indexes your company, your service list should be comprehensive and include multiple keywords.
  • Location: Providing your roofing company’s exact location boosts the chances of appearing in the critical local search.
  • Contact Information: Providing links to your contact information expands the probability of goal completion.
  • Company Images: Adding images to your Google Business Profile increases the odds of appearing in organic Google searches.
  • Hours: Adding details like hours of operation creates a more complete and more trusted Google profile, leading to better search rankings.
  • Reviews: Reviews provided on Google and other platforms boost your site’s authority, which can dramatically boost search rankings.
  • Website Address: Offering a link to your site can increase web traffic along with conversion rates.

Once your account is verified, your company can begin appearing in Google search results. As Tatum Legacy displays, having a well-organized Google Business Profile paired with great on-site SEO can land your roofing company at the top of Google searches.

Google My Business Listing (Screenshot)

Completing Your Google Business Profile Information Provides a Better Google Homepage for Your Business

On-Page SEO and Other Roofing Website Ideas

Roofing websites are no help to the company if users can’t find them. Roofing SEO practices can help Google index your site more efficiently and help you rank higher on SERPs, leading to extended reach and increased roofing leads.

To correctly optimize for Google, your roofing website needs a few key elements that help the search engine identify your site’s topic and theme. Without these critical elements, Google and other search engines may have trouble indexing your site or may even misinterpret the information.

Title Tags and Meta Descriptions

Each page of your roofing website should have a title tag that tells Google bots your roofing web page’s general idea. This title also appears as a search result title when users perform a query. Your page’s title tag should include at least one keyword along with a brand or location tag.

Along with the title tag, Google displays a short description of each result after a search. These descriptions, otherwise known as meta descriptions, provide Google bots with more detailed information about your web page’s content.

The use of keywords in your roofing meta description is imperative to help Google correctly index the data and increase the chances of appearing in Google searches.

Meta Data from Roofing Search Results

The Metadata You Enter on Your Site Appears in Searches to Identify Content Relevance

Clean Coding

Each time a user performs a Google search, Google bots use website coding to scour the internet, searching for relevant material from trustworthy websites. Clean coding is a method of presenting your site’s back-end coding to Google in the simplest way possible.

With clean coding, your site’s code is distinct, well-organized, and effectively labeled, so Google can easily decipher the exact content for better ranking. Cluttered code issues arise when novices create a website from a template or when developers incorrectly redesign an existing site.

These practices create long code sentences that are unneeded and can provide incorrect information to search bots.

Clean Coding

Combat coding issues with the use of precise functions and well-labeled commands. Use schema coding to provide Google bots with clear content subject lists and details and use up-to-date code structure for simplified, more transparent communication. 

Schema codes work as lists to provide Google bots with straightforward, organized subject matter easily indexed for searches. The use of H2s and H3s, along with keyword placement, can also aid Google and other search engines in identifying and indexing your information correctly.

PPC Advertising

Pay-per-click (PPC) advertising combines traditional ad creation with keyword bidding to reach new customers and gain more roofing leads.

PPC advertising is offered on almost every platform, including Google, Facebook, Instagram, YouTube, and more, and can dramatically increase your website traffic and marketing ROI.

Roofing PPC ads also offer flexible budgeting, customizable audiences, and ad revision to give you complete control of your campaign at all times.

Advertising With Google Ads

Google Ads, formerly Google Adwords, provides a comprehensive platform for PPC marketing that displays search and display ads according to relevancy, keyword bidding, and ad quality.

These ads can appear in Google search results or on Google Maps results and Gmail, YouTube, and many other Google partners.

Where you want your ad to appear will be the deciding factor in your ad’s format, which can include images, text, video snippets, and more. While Google search ads have only text and link buttons, display ads showcase pictures and videos on other platforms such as YouTube, Gmail, and many more.

Google also offers the text ad with extensions, which provides varied content delivery throughout every Google platform.

Optimizing Your Google Ads

The two main factors for deciding where your roofing ad appears on Google are keyword bidding and ad relevance. Google arranges keywords in Google Ads according to search popularity, with prices varying accordingly.

The more popular the keyword, the more expensive the bid. Likewise, the more difficult it will be to rank for the keyword.

For example, the term “roof repair” is a viral keyword. Therefore, it will be more expensive to bid on and more difficult to rank for due to all the other roofing companies trying to rank for the same word.

However, “corrugated metal roof repair” is a much more specialized word with a lower bid price and less competition. Fewer competitors mean that roofers can more easily rank for the latter term.

Roofing CPC Metrics (SEMRush Screenshot)

When creating your Google ad, it’s crucial to design a compelling piece that’s helpful and has a clear call to action. Your ad should be clear and informative and link to a landing page with relevant information.

It should contain a prominent call to action that encourages the viewer to click the link and offer contact information so that the visitor can quickly contact your roofing company.

Use Google Ads analytics tools to measure your ad success and adjust your efforts and budget throughout the campaign for maximum success.

Screenshot of Google Ads on SERPs

Instagram and Facebook Marketing for Roofing Companies

Much like Google Ads, Facebook, and Instagram, each offers a PPC platform for keyword and audience-based businesses. Facebook ads appear in the news feed and the right side ink bar.

Account managers can customize according to audience demographics and psychographics, previous searches, budget constraints, and more to provide the best ROI possible.

You can create ads through the business menu on your Facebook account, and you can measure them using Facebook analytics tools that are accurate and easy to use.

Screenshot of Facebook Post from Roofing Company Page

Instagram offers an ad platform like Facebook, which can be set up from your Instagram menu once you have a business account. Like Facebook and Google, you can customize your ad audience by demographics and psychographics, budgetary constraints, and even online viewer behavior.

While not as extensive as Facebook or Google, this platform also offers analytics tools such as engagement, follows, and more to measure your Instagram roofing ads campaign’s success.

Screenshot of Roofing Company Instagram Posts

Like with any PPC roofing ad, Facebook and Instagram ads should have a clear message as well as a call to action.

While not required, these ads that boast images and videos tend to be much more successful on these platforms.

These ads can direct your viewers back to your social page to increase likes, follows, and engagement or link to a landing page to maximize website traffic and conversion rates.

Other PPC Advertising Opportunities

Along with Facebook and Instagram, there are PPC marketing opportunities for your roofing company on just about every social platform. YouTube, TikTok, and Snapchat offer PPC advertising plans that operate mainly off of keyword bidding and audience selection and can help expand your reach even further.

Like with leading PPC platforms, these ad hosts provide customized budgeting, sometimes without a minimum dollar amount, and offer analytics tools that can help you hone your campaign for maximum results. 

YouTube provides a unique PPC platform that displays your ad at the beginning of other videos and the right link bar. This unique ad display format allows users to view your videos with a clickable link that encourages conversion.

Other social media platforms like Snapchat and TikTok also provide PPC marketing plans and tools you can utilize to build backlinks, aggregate new web traffic, and build followers and engagement on the social site itself.

Organic Roofing Advertising on Social Media

While PPC campaigns have proven to have a remarkably high success rate, don’t discount the value of organic advertising on these platforms. After all, these platforms exist for making a connection, so why not take advantage?

With over 2 Billion users, social media platforms can help maximize your reach and web traffic. However, using each platform appropriately and productively takes planning and organization.

Productive Posting

The biggest problem most businesses have with social media posting is deciding what content is most beneficial. Studies show that content that provides helpful information tends to carry the most engagement.

In fact, in a survey by Edelman, 63 percent trust businesses. Therefore, using social media platforms to deliver helpful advice and information can dramatically boost your reach and web traffic.

To create a productive social media account for your business, try these tips:

  • Post Regularly: Social media posts typically have a shelf life of one hour to one day. Post regularly to keep your brand at the center stage.
  • Use Rich Media: While not required, social posts with images or videos are twice as likely to attract views and engagement.
  • Use Keywords: Like in searches, keywords matter in social posts and boost visibility and reactions.
  • Include Links: Along with your post, include calls to action and links back to your roofing site for ultimate results.

Screenshot of Rich Media Within Facebook Posts for Roofing Company

Using Video and Images in Your Posts Helps Boost Post Engagement and Response

Social Media Analytics to Improve Ad Efficiency

Along with your company’s social media account, the platforms provide you with an array of analytics tools that can help you identify the best advertising avenues for your business.

These metrics provide information on engagement levels, sharing, new followers, and more to give you a comprehensive overview of your social media advertising efforts.

Use these metrics to hone your campaign and posts and create content that engages your prospective clients.

Increase Ad Productivity With Remarketing

Remarketing is a digital marketing technique that uses tracking codes to collect visitor information and re-present relevant marketing material. When your site’s HTML contains remarketing code, a visitor who views your roof repair webpage may later see an advertisement for free roof inspections.

This form of marketing boosts response and conversion rates by presenting information to viewers who have already visited your content.

Google Remarketing

On the Google platform, remarketing efforts are set up as campaigns and established through its metrics. You can design your remarketing campaign to reflect viewers who searched past keywords, past viewed content, or even website behavior to hone in on the precise audience.

You can schedule ads to appear at different stages of the conversion process to offer special deals that encourage goal completion, or they can present information on products and services that your viewers previously accessed.

By using Google remarketing, your ads are nearly 70 percent more likely to be viewed.

Facebook Remarketing

Like Google, Facebook offers remarketing efforts for your PPC campaigns. This platform uses a code snippet embedded into each page of your site and tracks customer behavior.

Then, your ads are remarketing to these viewers while they are visiting Facebook, either on their news feed or on the link graph located to the news feed’s right.

Remarketing to these customers re-presents information with which they previously engaged. These ads may possess more details, a special offer, or another call to action that encourages the viewer to complete your goal. Facebook easily tracks these efforts through the analytics platform.

Roofing Keywords and Their Importance

Whether you’re working on your roofing SEO or creating a PPC marketing ad, keyword research is crucial to your project. Keywords are the main terms that the general public uses when performing searches on Google and other search engine sites.

Bot crawlers use these terms to index websites and ads according to content and search relevance. Without proper keyword usage, your site and ads will not appear in searches.

Luckily, many reputable programs and platforms help you identify the best roofing keywords to use on your roofing site and in your PPC ads.

Programs such as MOZ and SEMrush provide important keyword metrics such as volume, cost per click, and competition, which can help you identify the most beneficial term group for your ads.

When planning which roofing keywords to implement into your marketing efforts, you want a combination of keyword types for the best chance of appearing in searches and on news feeds.

While national keywords such as roof repair and roof replacement get searched the most, the cost per click can be steep, as can the competition.

To get maximum reach, include local and service keywords like foam roof installation in Dallas, TX or wood shake roof repair that are more specific and carry a lower cost and competition rate.

These types of keywords provide a better ROI for your roofing marketing and offer more promising roofing leads for your company.

To identify the best keywords, evaluate these key metrics:

  • Volume: Information on how many users performed searches for this keyword
  • CPC: Dollar amount it will cost every time a user clicks this keyword in a PPC ad
  • Keyword Difficulty: How difficult it will be to outrank your competitors for a top spot in searches
  • Competition: The level of competition between bidders
  • CTR: The percentage of clicks that are available for organic searches as opposed to PPC and other ads 

SEMRush Keyword Research (Screenshot)

These metrics and reports give valuable, up-to-date information for each of your keywords.

The reports can tell you the likelihood your term will appear in organic and paid SERPs, how steep the competition is for the word, and how likely the term will be successful when used on your roofing website or ads.

Professional Roofing Ad Design

While digital advertising is today’s best way to reach potential customers, the technicalities and actions require skill and know-how to outrank your competition.

Our team at Roofing Webmasters has the experience and knowledge to develop an advertising plan for your business that expands your reach and boosts ROI.

We provide a customized marketing plan that fits your target market and encourages lead generation.

Feel free to reach out to me personally, Nolen Walker, the owner of this great agency.

Grow Your Business.
Call Today: (800) 353-5758

Posted: | Updated: Mar 4, 2024 | Categories: PPC |