Roofing & Contractor Marketing That Keeps Your Crews Busy

Ideally, both. Google Local Services Ads put you at the very top of search results with the Google Guaranteed badge, which builds instant trust with homeowners. But they have limited control over targeting and messaging. Regular Google Ads give you more control over which searches trigger your ads, what your ad says, and where the click goes. We typically recommend running Local Services Ads for broad visibility and supplementing with standard Google Ads campaigns that target your highest-margin services and best-converting geographic areas. The combination covers more ground than either one alone.

Paid advertising can generate leads within the first week of launch. It takes some time to optimize the campaigns and reduce cost per lead, but you should see phone calls coming in almost immediately. SEO takes longer: typically 60 to 90 days to see meaningful movement in local rankings, with increasing returns over 6 to 12 months. The smart approach is to start with paid ads for immediate lead flow while building your SEO foundation for sustainable long-term visibility. That way you never go back to waiting by the phone.

Vehicle wraps are one of the best marketing investments a contractor can make in terms of cost per impression. A quality wrap costs between $2,500 and $5,000 and lasts three to five years. During that time, your wrapped vehicle generates an estimated 30,000 to 70,000 impressions per day depending on where you drive and park. Compare that to the cost of 30,000 daily impressions through Google or Facebook advertising and the math becomes obvious. Wraps also build brand credibility: a professionally wrapped truck signals to homeowners that you are an established, serious business, not a fly-by-night operation.

The key is to start marketing for the slow season before it arrives. We ramp up SEO content and Google Ads targeting during the fall for services that homeowners need in winter: emergency repairs, interior remodeling, maintenance contracts. We also build email campaigns to re-engage past customers about maintenance, inspections, and off-season projects. The goal is to capture every available lead during the slow months and supplement with marketing that generates demand for services that can be done year-round. Contractors who market consistently through the off-season come out of winter with a full pipeline while their competitors are scrambling.

Most roofing companies and general contractors should invest between 5% and 10% of their gross revenue in marketing. For a company doing $500,000 in annual revenue, that is $2,000 to $4,000 per month. We recommend splitting that budget across Google Ads for immediate leads, SEO for long-term organic visibility, and reputation management to keep your review profile strong. If you are just starting out or aggressively growing, you may need to invest more as a percentage of revenue. We always build a plan based on your specific revenue goals and what we can realistically achieve with your budget.