Free playbook · Roofing
The roofing marketing playbook
How multi-crew roofing companies get found after a leak or a storm, win the comparison and sign the contract. The economics, the calendar, and step-by-step guides to local SEO, ads and a website that wins bids.
The guides
Three guides, one roofing plan
Roofing local SEO
Get into Google’s map results across your service area, with a page for every job type and storm scenario and detailed reviews from finished roofs.
Read the guide 02 Paid advertisingRoofing Google and Meta ads
Run Google and Meta ads that keep repair, replacement and storm work separate, stay inside your service area and get judged on signed contracts.
Read the guide 03 WebsitesRoofing website
Build a site that proves you’ve done this kind of roof before, answers the money questions early and makes requesting an estimate take a minute.
Read the guideFree PDF
Get the full roofing playbook as a PDF
All three guides, every checklist and the marketing calendar in one file you can print or hand to your office manager.
- Local SEO, ads and website, step by step
- Printable checklists
- A month-by-month marketing calendar
The economics
One signed contract pays for a lot of leads
Roofing has the most expensive Google leads in home services and one of the biggest tickets. HomeAdvisor puts the average roof replacement around $9,610, with most between $5,866 and $13,208.
That changes how you should judge your marketing. A $228 lead that turns into a $10,000 roof beats five cheap leads that never sign, so the number to watch is cost per signed contract.
- $228median cost per Google lead for roofing and gutters, the highest of any home services categoryLocaliQ, Home Services Search Advertising Benchmarks (updated July 2026; the figures it calls averages are medians)
- $9,610average roof replacement cost in the U.S.HomeAdvisor, roof replacement cost guide
The calendar
The roofing marketing calendar
- Dec to Feb
Build before storm season
Get service pages, storm and insurance pages and ads ready before spring. Check in with past customers and ask for referrals.
- Mar to May
Storm and inspection season
Hail and wind damage searches climb in many markets. Pages and ads already live in your service area catch them, with insurance work kept separate from retail.
- Jun to Aug
Replacement season
Long, dry days fill the install calendar. Follow up on open estimates so they don’t go cold while homeowners compare.
- Sep to Nov
Close the year
Homeowners who put off a replacement try to finish before winter. Ask for a review after every install to build proof for next spring.
Rather not do it yourself?
Every roofing company we work with gets its own plan
This playbook covers what works for most companies in your trade. We start from your market, crews and numbers, then test and adjust month to month, reported in booked jobs and revenue.