Roofing advertising is as old as the roofing industry, but the channels roofers can promote their business and services have drastically evolved.
In 2025, Facebook Ads and Google Ads lead the way for local roofing contractors investing in paid advertising channels.
That doesn’t mean traditional platforms like direct mail, newspaper ads, and television spots are entirely gone. Still, it does signal a shift in where the most successful local roofers are distributing ad dollars.
In the following guide, Roofing Webmasters will explore roofing advertising in 2025 and how local companies can leverage modern digital channels to maximize return and grow their businesses.
What are Roofing Ads?
Roofing ads are a form of paid media that promote a roofing company or service. 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
With all the marketing and advertising solutions available, how do you effectively advertise a roofing company?
In today’s world, digital marketing outranks all other advertising channels in ROI and reach. However, this doesn’t mean you should spend all 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 roofing 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’s reach and build your customer base. Before deciding on a suitable advertising platform for your efforts, 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. The best approach is to base 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 for spending 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
There are many options for print advertising. Your roofing company can use newspaper ads, billboards, mailers, and more to enhance company awareness.
Print ads can still boost brand awareness in low-population areas, but they are much more difficult to track in terms of ROI than digital ads.
These platforms work well for advertising roofing services, promotions, and even locations. However, they do not create an excellent opportunity to prompt immediate action.
Often, print advertising is costly and challenging to measure accurately.
However, new advances, such as QR and promotion codes, offer better print advertising tracking than ever.
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 less likely to refer to digital media for news.
- Billboard: While this advertising style is highly visible, the response is much lower than that of 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 quickly become expensive and offer few analytics tools to track effectiveness.
As a result, television and radio advertising are inefficient for most local roofing companies and should be generally reserved for nationwide brands or franchise networks.
- Television: Television commercials present services and promotional offers to a broad audience. Timely information, such as storm details and specials, is well-presented with television advertising.
- Radio: Large brands might use radio advertising for promotional, seasonal, and other timely messages.
Digital Advertising Opportunities
Digital marketing trends have increased exponentially in recent years, and with good reason.
Digital marketing has become the most effective, trackable marketing channel, 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 vital to productive advertising efforts, even on digital platforms.
- Meta Ads: Digital ads through Facebook and Instagram that use the Advantage+ audience AI algorithm.
- Google Pay Per Click: Traditional “Google Ads” that appear within standard search results
- Google Local Service Ads: Google’s Pay-Per-Lead advertising program
- AI-Based Ads: Ads within Google Gemini or Google AI Overviews
In today’s world, internet marketing has not only changed how the public finds information, but it has also changed how businesses effectively reach their prospective clients.
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
In digital marketing, you have many choices regarding how and where to spend your advertising dollars. Each channel offers its rewards and challenges, which you should consider.
For example, digital advertising provides a highly customized audience selection that can offer better message reception and lead to lower visibility.
Knowing each digital advertising platform’s benefits and downfalls can help you choose the best route for your advertising dollars.
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 full control of your campaign.
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, Google Maps results, Gmail, YouTube, and many other Google partners.
The deciding factor in your ad’s format will be where you want it to appear. Your ad can include images, text, video snippets, and more.
While Google search ads only have text and link buttons, display ads showcase pictures and videos on other platforms, such as YouTube, Gmail, and many more.
Google also offers text ads with extensions, which provide 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 because all the other roofing companies are 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.
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, 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 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.
Meta Ads for Roofing Companies
Like Google Ads, Facebook, and Instagram offer an advertising platform via Met with Advantage” AI audience-based targeting.” Facebook ads appear in the news feed, Stories, Reels, Marketplace, and Messenger.
Account managers can customize according to audience demographics, 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 measure them using accurate and easy-to-use Facebook analytics tools.
Like any roofing ad, Facebook and Instagram ads should have a clear message and a call to action.
Visual ads with images and videos are much more successful on these platforms.
These ads can direct your viewers to your social page to increase likes, follows, and engagement or link to a landing page to maximize website traffic and conversion rates.
Other Social Media Advertising Opportunities
In addition to Facebook and Instagram, your roofing company can take advantage of paid advertising opportunities on almost every social platform.
YouTube, TikTok, and Snapchat offer advertising plans that operate mainly from keyword bidding and audience selection and can help expand your reach further.
Like leading advertising platforms, these ad hosts provide customized budgeting, sometimes without a minimum dollar amount, and offer analytics tools to help you hone your campaign for maximum results.
YouTube provides a unique advertising platform that displays your ad at the beginning of other videos and in the right-hand bar.
This unique ad display format lets users view your videos with a clickable link that encourages conversion.
Other social media platforms, such as Snapchat and TikTok, skew younger, but they can increase brand awareness, aggregate new web traffic, and build followers and engagement on the social site itself.
Organic Roofing Advertising on Social Media
While 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 to make a connection, so why not take advantage of them?
Social media platforms with over 2 billion users 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 engage the most.
In fact, according to a survey by Edelman, 63 percent of people 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 last 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: For ultimate results, include calls to action and links back to your roofing site along with your post.
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 various analytics tools to 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 website behavior to focus 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.
Remarketing increases visibility with users who visited your website, which improves conversion rates.
Facebook Remarketing
Like Google, Facebook offers remarketing efforts for your ad campaigns. This platform uses a code snippet embedded into each page of your site and tracks customer behavior.
Then, your ads will remarket to these viewers while they are visiting Facebook, either on their news feed or on the link graph located to the right of the news feed.
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 viewers to complete your goal. Facebook easily tracks these efforts through the analytics platform.
Roofing Keywords and Their Importance
Keyword research is crucial to any project, whether you’re working on roofing SEO or creating a PPC ad, or landing page.
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 roofing websites and ads according to content and search relevance. Your site and ads will not appear in searches without proper keyword usage.
Luckily, many reputable programs and platforms help you identify the best roofing keywords for your roofing site and 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 will it 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
These metrics and reports give valuable, up-to-date information for each of your keywords.
The reports can tell you the likelihood of your term appearing in organic and paid SERPs, the steep competition for the word, and the success of using the term on your roofing website or ads.
Professional Roofing Advertising 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.
