Getting steady roofing leads in 2025 feels tough. Homeowners are shopping online, comparing reviews, and clicking the first contractor they see on Google. If your business doesn’t show up there, the calls go straight to your competitors. On top of that, traditional word-of-mouth isn’t enough anymore. You can’t just wait for referrals and hope the phone rings.

The good news is, there are best roofing marketing strategies that actually work right now. That means more booked jobs, fewer wasted dollars, and a pipeline you can count on.

This guide breaks down the most effective ways to market your roofing company — from SEO and paid ads to referrals and reputation-building. By the time you’re done, you’ll see exactly how to attract homeowners who are ready to hire and turn them into loyal clients.

Roofing marketing trends to know for 2025

Roofing marketing trends to know for 2025 are the shifts that shape how homeowners discover and hire roofers across local search and social video. You compete where intent lives, so you align your strategy with platforms that surface proof and speed.

• Digital integration is essential. Pair offline tactics like door hangers, yard signs, and wrapped trucks with local SEO, Google Ads, and social campaigns. Adweek advises to treat it as one omnichannel path from search to call so you capture demand at every touchpoint.
• AI is personalizing ads. Use Performance Max, responsive search ads, and audience signals to adapt copy and creative to the query and location. ChatGPT can help you draft angles, but you validate with search terms and conversions.
• Video content dominates. Short vertical clips show before-and-after proof on TikTok, Reels, and YouTube Shorts, while longer walkthroughs live on YouTube for search. Aim for 15–30 second shorts and 3–8 minute explainers. Video demonstrates quality, proof builds trust, trust increases bookings, according to Buffer trends research.
• Google Business Profile is a must. Post updates weekly, add recent project photos, answer Q&A, and reply to reviews within 24 hours to stay visible in Maps and the Local Pack. Keep NAP data consistent across directories. 

Roofing marketing ideas to generate leads in 2025

Now, let’s get to the roofing marketing ideas that will help you generate more leads:

1. Local SEO to rank higher in local search results

Local SEO is the process of optimizing your online presence to rank higher in local search results. It’s one of the most effective roofing digital marketing strategies because most customers search for roofers near them.

Start by optimizing your roofing website for local keywords. These are keywords that include your location, such as “roofing contractor in [city].”

Use the keyword searching tools to find local keywords relevant to your roofing services. For example, enter a broad term like “roofing” and select your location in the settings. Then, review the list of keyword suggestions to find terms related to your services and location.

Next, create location-specific pages on your website targeting these local keywords. For example, you could create a page for roofing installation that targets the keyword “roofing installation in [city].”

Photo source: William Mackay Roofing

Each page should include:

• A unique title and meta description that includes the target keyword
• A detailed description of the service in your area
• A call to action, like “Contact us for a free estimate!”

Once you’ve created these pages, promote them to earn high-quality backlinks. Use backlink analytic tools to research competitors’ backlinks. Then, reach out to the same sites to earn similar links.

Or, use the link building tool to find and contact local businesses and organizations to request backlinks.

Finally, create and optimize your Google Business Profile. This free tool allows you to manage how your business appears on Google Search and Maps.

Start by claiming your business on the Google Business Profile website. Then, fill out all the necessary information, including your business name, address, phone number, website, and hours.

Once your profile is live, regularly update it with posts, photos, and offers. These updates keep your profile active and engaging, which can improve your local rankings.

By optimizing for local SEO, you can rank higher in local search results and attract more roofing leads.

2. Google ads for targeted visibility and lead generation

Google Ads is an online advertising platform that allows you to display ads on Google’s search results pages and other sites. It’s one of the best roofing advertising ideas because it offers targeted visibility to high-intent leads.

Start by creating a search ad campaign to get your roofing business in front of potential customers searching for your services.

First, set up your campaign in Google Ads. Select “Search” as your campaign type and choose “Leads” as your goal.

Next, enter your roofing business name and website URL. Then, choose your target locations.

For roofing companies, it’s best to target specific locations where you offer services. You can choose to target a radius around your business address, specific cities, or even individual zip codes.

After setting your locations, it’s time to choose your keywords. These are the search terms that will trigger your ads to appear.

Find the right keywords for your roofing Google Ads campaign. Enter your location and a broad term related to your services. Then, review the list of keyword suggestions. Look for keywords that match the services you offer and the locations you’re targeting.

Next, head back to Google Ads and enter the keywords you’ve selected. These keywords will ensure your ads appear when people search for roofing services in your area.

Now, write your ad copy. Your ads should highlight what makes your roofing company unique and include a clear call to action.

For example, you could write:

• Headline: “Top-rated roofing contractors in [city]”
• Headline: “Free estimates available”
• Description: “We offer high-quality roofing services at competitive prices. Contact us today!”

With Google Ads, you can gain targeted visibility and generate leads by appearing in front of high-intent searchers.

3. Pay-per-click advertising on social media

PPC advertising on social media involves placing ads on platforms like Facebook, Instagram, and X, and paying for each click or impression your ads receive. This roofing advertising concept allows you to reach a wider audience and generate more leads.

Start by creating a business profile on the social media platforms where your target audience is most active. For roofers, Facebook and Instagram are usually the best platforms.

Once your profiles are set up, run targeted ads to promote your roofing services. With Facebook Ads, you can create ads that appear in users’ feeds, stories, and the right-hand sidebar.

To get started, open Facebook Ads Manager and click “Create ad.”

Choose your campaign objective. For generating roofing leads, select “Lead generation.”

Next, set your campaign budget and audience targeting options. You can target specific locations, demographics, interests, and behaviors.

For roofing ads, you’ll want to target people in your service area who are likely to need roofing work done. So, consider targeting homeowners within your service area.

After setting your audience, choose your ad placements. You can let Facebook choose automatic placements or manually select where your ads will appear.

Next, write your ad copy. Your copy should highlight your roofing services and include a strong call to action.

For example:

• Headline: “Top-rated roofing contractors in [city]”
• Description: “We offer free estimates and financing options. Contact us today!”

PPC advertising on social media allows you to reach a wider audience and generate more leads for your roofing business.

4. Social media marketing to engage and inform your community

Social media marketing involves promoting your roofing business on social media platforms like Facebook, Instagram, and LinkedIn. It’s one of the best roofing marketing strategies because it allows you to engage with your community and showcase your work.

Start by creating profiles on the platforms where your target audience is most active. For roofers, Facebook and Instagram are usually the best platforms.

Once your profiles are set up, share content that engages your audience and showcases your expertise. Post before-and-after photos of completed roofing projects to highlight your work.

For example, you could post:

• Photos of recent roofing installations
• Videos of roof inspections showing common issues
• Tips for maintaining different types of roofs
• Information about financing options
• Links to blog posts on roofing topics

Also, run targeted ads to promote your posts and reach more people in your community. With Facebook Ads, you can create ads that appear in users’ feeds, stories, and the right-hand sidebar.

Use your social media profiles to connect with your community. Respond to comments and messages, and engage with local groups and pages.

By engaging with your community on social media, you can build relationships and trust, making it more likely that people will choose your roofing company when they need work done.

5. Content marketing to educate your audience and build authority

Content marketing is creating and sharing valuable content to attract and engage a target audience. It’s one of the best roofing company marketing strategies because it positions you as an industry expert and helps you connect with potential customers.

Start by researching common questions and problems your target audience has regarding roofing. Then, create content that addresses these questions and provides helpful solutions.

For example, if you notice people asking how to choose the right roofing material for their home, you could write an article titled “How to Choose the Best Roofing Material for Your Home.”

Share your content on your website, social media, and email newsletters. Use SEO to optimize your content for search engines so that people can find it when searching for related topics.

Over time, content marketing will help you attract more website visitors, generate more leads, and build authority in the roofing industry.

Photo source: Gaf blog

6. Referral programs and networking to boost word-of-mouth marketing

Referral programs and networking involve encouraging satisfied customers and industry contacts to refer new clients to your roofing business. This approach boosts word-of-mouth marketing, which is one of the most effective ways to generate leads.

Start by offering incentives to customers who refer new clients to you. For example, you could offer gift cards, discounts on future services, or cash bonuses.

Promote your referral program on your website and social media. Send out emails to past clients announcing the program and encouraging them to refer friends and family.

Also, network with other professionals in the home improvement industry to get roofing leads. Connect with contractors, real estate agents, and insurance agents who can refer clients to you.

Build relationships with these professionals by meeting them in person, attending industry events, and offering to help them with their projects.

By implementing referral programs and networking, you can boost word-of-mouth marketing and generate more roofing leads.

Photo source: DA Roofers

7. Video marketing to showcase your work and connect with homeowners

Video marketing is creating and sharing videos to promote your roofing business. It’s one of the best roofing marketing ideas because it allows you to showcase your work and connect with homeowners.

Start by creating a YouTube channel for your roofing business. YouTube is the second-largest search engine, making it an ideal platform for sharing videos.

Post videos that show off your completed projects, such as:

• Before-and-after videos
• Time-lapse videos of roofing installations
• Videos highlighting different roofing materials

Also, create educational videos that answer common roofing questions. For example, you could make a video explaining how to spot roof damage.

Share your videos on social media and your website. Embed videos on relevant pages on your site, such as blog posts that cover the same topics as your videos.

By showcasing your work and providing helpful information through video marketing, you can connect with homeowners and generate more roofing leads.

8. Use your website to showcase your expertise and capture leads

Your roofing website is your online home. It’s where you can showcase your expertise, provide valuable information, and capture leads. So, it’s essential to make your website one of your best roofing marketing tools.

Start by creating a professional website that reflects your brand and includes all the essential pages. At a minimum, your roofing website should have:

• A homepage that introduces your business and highlights your services
• An about page that shares your story, values, and team
• A services page that details the roofing services you offer
• A contact page with your phone number, email address, and a contact form
• A blog for sharing roofing tips and industry news

Photo source: CJ Roofing

Once your website is live, optimize it for lead generation. Include clear calls to action on every page, encouraging visitors to contact you for a free estimate, schedule a consultation, or call your office.

For example, your homepage could have a button that says, “Get a free estimate.”

Also, add lead capture forms to your site. Use forms to collect information from potential clients who want to know more about your services.

For instance, you could add a form to your contact page that asks for a name, email address, phone number, and message.

Finally, use SEO to optimize your website for search engines. Research and target keywords your ideal customers are searching for. Then, include those keywords in your page titles, headings, and content.

By using your website to showcase your expertise and capture leads, you can generate more inquiries and grow your roofing business.

9. Optimize for voice search with natural language and FAQs

Voice search SEO is optimizing your online content to rank well when people search using their voices. It’s an important roofing digital marketing trend because more people are using voice assistants like Siri, Alexa, and Google Assistant to search for local services.

To optimize for voice search, use natural language in your roofing website copy. Write as if you’re having a conversation with someone. This means using complete sentences, asking and answering questions, and avoiding overly technical language.

Also, include FAQ schema on your website to highlight frequently asked questions about your roofing services.

FAQs are questions your audience commonly has about your business, industry, or services. For example, “How long does a roof installation take?”

By adding FAQ schema to your site, you can help search engines understand your content and display your FAQs in search results.

To add FAQ schema, use a FAQ Page schema markup generator. Fill out the required fields, including your business name, the question you want to appear in search results, and the answer to that question.

Then, click “Generate FAQ Page schema.” Copy the code that appears and add it to the relevant page on your website.

By optimizing for voice search, you can rank higher in voice search results and attract more roofing leads.

Photo source: The Roofing Company Bristol

10. Use pay-per-click ads to appear at the top of search results

PPC ads are a roofing marketing idea that allows you to appear at the top of search results. You pay for each click on your ad, hence the name “pay-per-click.”

With PPC ads, you can get your roofing business in front of potential customers searching for roofers in your area. When you create a PPC ad campaign, you can choose the keywords that will trigger your ads to appear.

For example, if you’re a commercial roofer, you could choose keywords like “commercial roofing” and “roofing for businesses.”

To create PPC ads, start by connecting your Google Ads account.

Then, click “Create сampaign” and select “Search сampaign.”

Choose your campaign settings, including your budget, locations, and keywords. Once you’ve entered all the necessary information, click “Launch Campaign.”

By using PPC ads, you can appear at the top of search results and generate more leads for your roofing business.

11. Run Targeted Display Ads to Increase Brand Awareness and Inquiries

Running targeted display ads is a roofing marketing idea that can increase brand awareness and inquiries. Display ads appear on websites, apps, and social media platforms, allowing you to reach potential customers while they browse online.

Start by creating a Google Display Ads campaign in Google Ads. Display ads allow you to reach a wider audience and keep your roofing brand top of mind.

Open Google Ads and click “New Campaign.” Select “Display” as your campaign type and choose your goal. For generating roofing leads, select “Brand Awareness and Reach.”

Next, enter your roofing business name and website URL. Then, choose your target locations.

After setting your locations, it’s time to choose your audience. You can target specific demographics, interests, and behaviors.

For proven roofing ads, you’ll want to target people in your service area who are likely to need roofing work done. So, consider targeting homeowners within your service area.

Next, write your ad copy. Your copy should highlight what makes your roofing company unique and include a clear call to action.

For example, you could write:

• Headline: “Top-Rated Roofing Contractors in [City]”
• Headline: “Free Estimates Available”
• Description: “We offer high-quality roofing services at competitive prices. Contact us today!”

By running targeted display ads, you can increase brand awareness and inquiries for your roofing business.

12. Use Google Local Service Ads to Connect with Nearby Homeowners

Google Local Service Ads are pay-per-lead ads that allow you to connect with nearby homeowners who need roofing services. These ads appear at the top of relevant searches, making them one of the best roofing lead generation ideas.

When you create a Local Service Ad, you pay for each lead that contacts you through the ad. This means you only pay when someone shows interest in your services.

To get started, visit the Google Local Services Ads page and click “Get started.”

Enter your business name and location, then select your service category.

Next, fill out your business information, including your address, phone number, and business hours.

Then, add your roofing services and set your budget. You can choose to let Google set your budget or customize it based on how much you want to spend per week.

By using Google Local Service Ads, you can connect with nearby homeowners and generate more roofing leads.

Photo source: Google Local Services Ads

Supporting strategies to enhance lead conversion and authority

Supporting strategies in roofing marketing improve lead conversion and build authority by strengthening trust, retention, and targeting. Customer testimonials and reviews play a major role in trust building. Homeowners are more likely to hire a roofer with strong reviews on Google, Yelp, or Facebook. Collect feedback from satisfied clients, display it on your website and social platforms, and respond to reviews to show accountability.

Email marketing and personalization keep your brand top-of-mind. Segment your audience by customer status, location, or project type, then deliver tailored campaigns. Automated drip sequences — thank-you emails, seasonal offers, and newsletters — nurture leads and encourage repeat work.

Finally, niche tactics like storm damage and seasonal marketing generate high-intent roofing leads. Timely Facebook ads after a storm or winter promotions tied to holiday themes create urgency and drive inquiries. By embedding trust, personalization, and niche campaigns, you increase ROI and position your roofing business as an authority.

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