Key facts
- A roof replacement is a five-figure job for most homeowners, so winning one extra job easily covers a month of marketing spend, which changes how much a company can afford to invest per lead.
- Demand spikes hard right after a storm or hail event, and the roofer who gets the first inspection booked that day usually wins the job before a homeowner even calls a second company.
- Lead-aggregator sites commonly resell the same storm-damaged homeowner to three or four roofers at once, so a lead that looks cheap upfront can carry a much lower real win rate than it appears.
- Homeowners get multiple quotes on a roof before signing, and reviews, warranties, and financing options usually decide the bid more than price alone does.
- A lot of insurance-claim roof work depends on the contractor helping the homeowner navigate the claim, which is a service most lead-aggregator sites can't offer and most homeowners don't expect until it's explained.
How homeowners actually pick a roofer
A roof job usually starts one of two ways: a slow leak somebody's been putting off, or a storm that just tore through the neighborhood. The second one moves fast.
After hail or wind damage, homeowners search and book the same day, often picking whoever shows up first in the map pack or answers the phone quickest, since getting a tarp on the roof or a claim started feels urgent.
Once an inspection is booked, the sale isn't done. Most homeowners get two or three quotes and choose based on reviews, warranty terms, and financing, not just the lowest number on the page.
Insurance claims add a layer most homeowners don't expect help with until it's offered: a contractor who clearly handles the claim process end to end, not just the roofing work, tends to win the bid over one who leaves that part to the homeowner.
Which channels to run, and in what order
Get tracking and Google Ads running first, pointed at repair, replacement, and storm-damage searches, because tracking here does double duty: it's the only proof a lead came from your own campaign and wasn't quietly resold by an aggregator somewhere else.
Map-pack work comes next, local SEO paired with a properly maintained Google Business Profile, built ahead of the next storm rather than scrambled together the day after one hits.
Review generation runs continuously in the background. A homeowner comparing three quotes leans on reviews more than almost anything else to break the tie.
Follow-up and financing messaging come last in the build but matter at the exact moment a bid is being decided: fast follow-up after an inspection, paired with clear financing options, closes jobs that would otherwise drift to a competitor.
The 90-day rollout, week by week
The first month is for proof and reach: get every lead's source tagged so nothing is guessed at, launch Google Ads on repair, replacement, and storm-damage terms, and get the Google Business Profile in shape with a review-request habit running before demand ever spikes.
From week five, add a dedicated storm-damage and insurance-claim page that walks a homeowner through the claim process, keep the reviews coming in, and confirm the site actually loads fast on a phone, since most storm-driven searches happen there.
The final month is about closing the loop: put a fast follow-up process in front of every booked inspection, add financing messaging to the site, then look back across the quarter to see whether repair, replacement, or storm work produced the most profitable jobs and move budget toward it.
What this realistically costs to run
A five-figure roof job forgives a lot of marketing spend, and the fee side of this is simple: a tenth of whatever goes to media each month, $600 as the floor, nothing added on top of the media dollars.
Storm and repair pages come in at $50 a page, and a company won't see real organic pull until it's publishing at least ten of them monthly.
A site that's slow on mobile or muddy about the insurance-claim process is a candidate for a rebuild, priced once from $1,500 up into the $20,000-plus range, and there's nothing charged just to get a number.
The numbers to watch each month
Cost per booked job, not cost per lead, is the number that matters, since a cheap lead that never signs a contract is worth nothing next to a slightly more expensive one that does.
Watch how many inspections turn into signed jobs. A high inspection count with a low close rate usually points to a follow-up or bid-presentation problem, not a lead-quality problem.
Track lead volume around storm events specifically, separate from your steady baseline, so you can tell whether your storm-response system is actually capturing the spike or missing it.
What we would charge to run this
The numbers hold whether it's us running the plan or a figure to check us against: a tenth of monthly ad spend covers management, the same $600 floor, and zero markup rides on the media. Content work is billed the same $50 a page, with that same ten-page floor.
A rebuild that adds a proper storm and insurance-claim page runs from a lean $1,500 rebuild up toward $20,000 and beyond, scoped to what the current site actually needs replaced.
Nothing here locks you into a contract, it's month to month throughout, and the opening 30 days are on us if the campaign doesn't produce. Send over your company's storm history and current lead sources, and a proposal with real numbers comes back within a business day.
Related questions
By running its own website, ads, and Google Business Profile instead of buying from an aggregator site that resells the same storm-damaged homeowner to several roofers at once. Owned tracking proves a lead is exclusive, since it's traceable back to your own campaign.
As fast as possible. Demand spikes within hours of a storm, and the roofer who books the first inspection that day usually wins the job, so having your site, ads, and Google Business Profile ready before storm season matters more than reacting after the fact.
Often, yes. A roof replacement is a big one-time cost, and clear financing options on the site or during the bid conversation can be the difference between winning and losing a job to a competitor with a similar quote.
Yes, if that service is actually offered. A page and campaign built around insurance-claim help speaks directly to a common homeowner worry and tends to differentiate a roofer from lead-aggregator competitors who don't offer that support.
Every call and every form, with its source tagged, so a lead can be proven exclusive rather than resold, and cost per booked job can be measured by job type, repair, replacement, or storm work, instead of guessed at.
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