01
High ticket, slow close
Roofing leads are the most valuable and the slowest in home services. A homeowner searching for a roof replacement is often mid insurance claim, comparing three quotes, and taking weeks to decide. That means the cost per lead is high, the cost per booked job is higher still, and patience is part of the strategy rather than a sign something is wrong.
Anyone promising cheap roofing leads is usually selling you storm chasing traffic that will not close. Judge the campaign on booked jobs at the end of the quarter, not on form fills at the end of the week.
Judge the quarter, not the week.
02
Storm season changes the arithmetic
After a major storm, search volume in your area multiplies and so does the number of contractors bidding on it. Cost per click spikes, and the accounts that win are the ones already running before the storm, with history and quality behind them. Turning ads on the day it hails is the most expensive way to buy that traffic.
The rest of the year is about staying visible at a sane cost so you are not starting from nothing when demand arrives.
Turning ads on the day it hails is the most expensive way to buy traffic.
03
Repairs, replacements, and inspections
Roof repair searches are cheap, fast, and low value. Replacement searches are expensive and worth far more. Inspections sit in between and are often the best entry point to a replacement conversation, because they put a person in front of the homeowner and a truck at the property.
Separate the three in the account. Give each its own budget and its own target, and stop averaging them into one number that means nothing.
An inspection is the cheapest way to get a truck to the door.
04
The unglamorous work that decides results
Answering the phone, following up on quotes more than once, and having a landing page that talks about insurance claims if that is how your customers buy. Roofing is a long sales cycle, and most of the money is lost after the click, in the follow up, not in the ad.
Before you change a single bid, look at how many quotes you sent last month and how many of them got a second call. That gap is usually bigger than anything an agency can fix inside the ad account.
Most of the money is lost after the click, in the follow up.
05
What we would do first
Audit the account, separate the service types, check that tracking counts phone calls, and work out what a booked roof actually costs you today. Then decide together whether that number can be improved. We would rather show you the arithmetic than a testimonial.
The arithmetic, not the testimonial.
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