Teardown
Roofing Campaign Teardown: Where the Budget Actually Leaks
Roofing is one of the most expensive paid markets in home services. We take apart a typical campaign to show where the money goes — and where it should.
The setup
A typical local roofer runs Google Search for "roof replacement near me," maybe some Local Services Ads, and boosts the occasional Facebook post after a storm. Leads come in at $85 to $300 apiece, the owner feels the cost, and the instinct is to try to make the clicks cheaper. That instinct is the first mistake.
Leak one: optimizing for cheap clicks
In a market where leads are expensive, the leverage is almost never in cheaper clicks — it is in converting more of the ones you already pay for. A campaign at $150 per lead that books 40% crushes a campaign at $120 per lead that books 20%. Most roofers obsess over the click price and ignore the booking rate, which is where the real money is.
Leak two: the homepage landing page
The ads point at a general homepage with full navigation and ten competing links. A homeowner who clicked a "free roof inspection" ad has to hunt for the offer and usually leaves. A single-offer inspection landing page with message-match and trust proof would convert far better on the identical spend.
Leak three: no speed-to-lead
Roofing is a first-to-respond market, especially after a storm. When the inspection request sits for hours, the homeowner books the roofer who called back in ten minutes. No automated response, no missed-call text-back — every slow callback is a funded lead handed to a competitor.
Leak four: no storm posture
The account runs the same way in a hailstorm as in a quiet July. There is no toggle to flip to an insurance-work offer and geo-blanket the damage zone when an event hits, so the roofer misses the exact window when demand spikes and intent is fresh.
What we would change
Stop chasing cheaper clicks and rebuild the path to job: a dedicated inspection landing page with proof, speed-to-lead automation so you are first to the callback, a multi-week follow-up sequence for retail bids that stall, and a storm-response toggle that flips the account to insurance posture in a day. Same ad budget, dramatically more signed roofs.
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