Roofing has the longest decision cycle of any home service ($8K–$30K average ticket) and the highest seasonality (storm season + insurance work). Most agencies treat it like HVAC — same playbook, same keywords. That's why roofing CPLs drift to $200+ when they should be $90–$130.
Industry Benchmarks · Q1 2026
Numbers averaged across ActionScale clients plus public Google Ads benchmark data. Variance based on metro size, competition density, and seasonality.
What we see on every audit
If your current marketing is doing any of these, you're paying for results you'll never see. None of them are your fault — they're the default settings most agencies leave on because they're optimizing for retainer revenue, not your phone ringing.
Roofing has a 30-90 day decision cycle. The customer who calls today is comparison-shopping 3 contractors and won't decide for 6 weeks. If you don't have an automated email/SMS sequence (estimate confirmation → progress photos → financing options → review request), you lose 60% of qualified leads to whoever sends a follow-up first. Most contractors don't have any sequence beyond the initial estimate.
When a hailstorm hits, you have 14 days of peak demand before insurance adjusters slow everything down. Most contractors react slowly — campaigns aren't pre-built, landing pages don't mention insurance claims, ad copy doesn't address "will my deductible cover this?" Pre-build storm campaigns in shoulder seasons. When the storm hits, flip them on within 24 hours.
$400 repair customer and $18K replacement customer have different fears, different timelines, different objections. Repair customer cares about "can you get here this week?" Replacement customer cares about financing, warranty, materials, references. One landing page for both = neither converts well. Build separate funnels.
Free Tool · Built for Roofing
Our AI runs the same diagnostic on your site that we'd run before a paid engagement. No email gate, no calendar pop-up, no waiting. Paste your URL, get a real number.
The free Quick Score reads your homepage exactly the way a Google bot would.
Pulls your GBP, checks your local SERP, scores you on 6 spec-weighted categories.
Score out of 100, top 3 leaks, top 3 fixes, est. monthly revenue gap.
After the free score, you'll be offered the $14 deep audit with named competitors + screenshot evidence + a ranked fix list.
Seasonality
Spring/summer storm season is peak demand. October-December slow as cold sets in. January-March is the sleeper window — homeowners notice winter damage and start planning spring projects. Run aggressive Google Ads in shoulder seasons when your competitors pull back.
Most agencies run your campaigns the same way in March as they do in July. That's how you blow budget. Smart bidding, ad copy variation, and landing page emphasis should shift with the demand patterns specific to roofing.
Real Numbers · Real Clients
Real businesses we've worked with. Real before-and-after numbers. The library is growing — full case studies move into our resources section as clients sign off on publishing their numbers.
Roofing Services engagement. Full case study moves live once client approves publishing.
Roofing Services engagement. Full case study moves live once client approves publishing.
Roofing Services engagement. Full case study moves live once client approves publishing.
Industry FAQ
Free Resources
Free tools and learning resources for roofing owners. Live on the home page in the resources section and growing weekly.
Paste your URL, get a real 100-point score with roofing-specific findings in 15 seconds.
Top 5 named competitors in your zip, their actual ad copy, fix list ranked by revenue. 30-min delivery.
Input your ticket size + close rate, get your target CPL and roofing benchmark. The math your old agency never did out loud.
Real numbers from roofing accounts
Roofing has the longest decision cycle of any home service ($8K–$30K average ticket) and the most extreme seasonality (storm season + insurance work). Most agencies treat roofing like HVAC — same playbook, same keywords. That's why roofing CPLs drift to $200+ when they should be sitting at $90–$160. Roofing requires a different funnel: lead capture is week one, conversion is week six.
Roofing has the worst follow-up gap in home services. Customer requests a quote, gets one, then takes 4–8 weeks to decide. Most roofers send the quote and then... nothing. No drip sequence, no project-photo updates, no financing reminder, no review request post-decision. The 6-week gap is where most roofing leads die. We see roofing operators with 30–40% "quote-to-no-decision" rates that have literally zero automated follow-up. Adding a 6-week, 9-touch sequence recovers 20–30% of those quotes. Built into our automation service →.
The other roofing reality: storm season is when you make most of your money, and storm campaigns can't be reactive. When a hailstorm hits, you have 14 days of peak demand before insurance adjusters slow everything down. Most contractors react slowly — campaigns aren't pre-built, landing pages don't mention insurance claims, ad copy doesn't address "will my deductible cover this?" We pre-build storm campaigns in shoulder seasons. When the storm hits, we flip them on within 24 hours.
Where roofing accounts lose deals
Roofing marketing failures look different from other home services because the sales cycle is different. The mistakes here are usually mid-funnel and bottom-funnel — not the top-of-funnel ad campaign issues that hit HVAC and plumbing.
What roofing owners ask
$90–$160 across Google + Meta combined for most roofing markets. Insurance-claim-specific leads run cheaper ($60–$90) because intent is screaming. Cold lead-gen for replacement runs higher ($120–$200) because the sales cycle is longer. Storm season CPLs spike 50–100% temporarily. Average annual CPL across all sources should sit in the $90–$160 range for a healthy roofing operation.
Minimum $3,000/month to be competitive. Below that, the auction punishes thin budgets in roofing's competitive markets. Sweet spot $6,000–$15,000/month for most regional roofing operators. At $15k+/month you should run multi-channel (Search + Meta + LSA where eligible + retargeting + local SEO + content marketing). Roofing's high ticket size ($8K–$30K average) supports high ad spend — at $15K average ticket and 30% margin, every closed deal pays for $4,500 of ad spend.
Yes — "Roofer" is an LSA-eligible category in most US states. The application + background check process takes 7–14 days. LSA in roofing is interesting: lead volume is lower than Search but lead quality is higher (Google pre-qualifies). Effective CPL after disputes runs $80–$130 in most markets. We recommend running LSA + Search in parallel.
Different playbooks entirely. Residential roofing: Google Search + LSA + Meta retargeting + landing pages. Sales cycle 4–8 weeks. Average ticket $12K. Commercial roofing: LinkedIn outreach + RFP responses + industry-association memberships + content marketing for property managers. Sales cycle 6–18 months. Average ticket $80K–$400K. Pick one or the other for primary focus — trying to do both with one budget produces mediocre results.
Three pieces. (1) Pre-built storm campaigns: Search ads + landing pages + lead-form structure built in shoulder seasons, parked but ready. (2) Storm-monitoring: Subscribe to NOAA storm alerts for your service area, plus services like HailTrace.com that map historical hail. (3) 24-hour activation protocol: When a storm hits your metro, campaigns go live within 24 hours, ad copy mentions the storm + insurance claims + free roof inspections. Speed is everything in storm response.
Yes for roofing more than most other home services. Roofing customers research extensively before deciding (4–8 week cycle). Content articles ranking for educational queries ("how long does a roof last," "signs you need a new roof," "what to expect during roof replacement," "how to handle hail damage insurance claims") capture top-of-funnel traffic that competitor roofers ignore. Each article is also a piece of social proof when prospects research you. We typically build 20–30 articles in the first 6 months for roofing clients. Pairs with our Local SEO service →.
Critical. Roofing has high ticket sizes and long decision cycles, which means customers research extensively before deciding. A roofing operator with 80 reviews at 4.8 stars and recent activity beats one with 200 reviews at 4.3 stars on conversion rate by 30–50%. Quality > quantity, recency > total. Aim for 5+ new reviews per month via post-job automation. Bad reviews need responses within 24 hours — every roofing prospect reads your worst review before deciding.
Massively. Roofing replacement at $18K cash terrifies most homeowners — mention financing on your landing page and conversion rate jumps 15–25%. Most common financing partners: Service Finance Company, GreenSky, Hearth, Wisetack. Add "Financing Available — As Low As $189/mo" near your CTAs. Mention it in ad copy. Build a /financing landing page that explains terms (most common: 0% APR for 12 months, then standard interest). This single change is one of the highest-leverage things a roofing operator can do.
Related services for roofing
The services we deliver to Roofing operators. Pick one or stack them — most clients run 2–4 simultaneously.
Related Industries
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