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Randomly throwing advertising dollars into the wind and hoping for the best isn’t just ineffective – it’s expensive. As a roofing company owner, you need your marketing budget to work smarter, not harder. That’s where targeted advertising comes in. Let’s dive into how you can use targeted ads to reach the right customers at the right time.
Targeted advertising goes beyond showing ads to people in your service area – it’s about reaching potential customers who are most likely to need your roofing services right when they’re looking for them.
Traditional advertising methods like billboards, radio ads, or general social media posts cast a wide net. While they might reach thousands of people, how many of those actually need a new roof or repairs? This is where targeted advertising shines – it helps you reach people who are actively looking for roofing services.
Google Ads remains one of the most effective platforms for roofing companies, and here’s why:
When someone searches "roof repair near me" or "emergency roof leak fix," they're showing clear intent. These are the golden moments when your ad can appear right when someone needs your services.
You can target specific neighborhoods, cities, or regions. At The Roofing Marketer, we help businesses across the US, with particular expertise in Florida, Texas, and California markets.
You only pay when someone clicks on your ad, giving you better control over your marketing spend.
Here’s how to make your Google Ads campaigns work harder:
Emergency roof repair [city name]
Roof replacement cost [location]
Storm damage roof repair
Include your unique selling points
Add clear calls to action
Highlight special offers or free inspections
Ensure your landing page matches ad intent
Make contact information prominent
Include trust signals (licenses, certifications, reviews)
Social media advertising offers powerful targeting options that can transform your lead generation:
Target homeowners in specific age groups, income levels, and locations. Focus on adults aged 35-65 who are homeowners, have disposable income for home improvements, and live in your service areas. Layer these with interests in home improvement and property ownership for better-targeting precision.
Reach people who've recently purchased homes or lived in their homes for several years. New homeowners often need roofing inspections or repairs, while long-term owners typically face replacement decisions. Target people celebrating home purchase anniversaries or who've recently modified their mortgages.
Create lookalike audiences based on your best current customers. Upload your customer list to find similar homeowners with matching characteristics. These audiences typically convert better because they share traits with your existing satisfied customers. Exclude past customers to avoid wasting ad spend.
To maximize your social media advertising:
Before/after photos of your work
Videos of your team in action
Infographics about roofing materials or processes
Share customer testimonials
Show problem-solution scenarios
Demonstrate your expertise
Highlight seasonal specials
Promote limited-time offers
Emphasize preventive maintenance
Google’s Local Services Ads (LSAs) deliver exceptional results for roofing companies because:
Most people need time to decide on major purchases like roofing services. That’s where retargeting comes in:
Show ads to people who've visited your website but haven't contacted you. Segment these visitors based on their behavior - someone who viewed your "emergency repairs" page needs different messaging than someone who browsed "roof replacement."
Create specific ad content that addresses the services they showed interest in. Set frequency caps to avoid ad fatigue and consider offering special incentives to these warm leads.
Reach out to those who started but didn't complete contact forms. These leads showed strong intent, but something held them back.
Create ads addressing common hesitations like pricing concerns or project timing. Include trust-building elements like customer testimonials and satisfaction guarantees. Consider offering a special discount or free inspection to encourage them to complete their inquiry.
Stay top-of-mind with past customers for future projects or referrals. Segment these customers based on service type and time since the last service. Target maintenance reminders to repair customers and showcase your latest projects to past full replacement clients.
Offer referral incentives and share valuable maintenance tips to keep them engaged. Consider creating special "VIP customer" offers to encourage repeat business.
Don't limit retargeting to just one platform. Coordinate your messaging across Google Display Network, Facebook, and Instagram.
This creates a cohesive brand presence and increases the chances of re-engagement. Use platform-specific features like Facebook's Dynamic Ads or Google's Responsive Display Ads to optimize performance.
At The Roofing Marketer, we believe in complete transparency. Here’s what you should track:
Increase ad spend during or after severe weather events in your service area. Monitor local weather forecasts and set up automated budget adjustments for storms, heavy rainfall, or high winds. Create specific ad campaigns addressing weather-related issues like leak repairs or storm damage assessment. Include emergency service availability and same-day inspection offers in your weather-triggered ads.
Target people searching for or interacting with your competitors. Use competitor brand names in your keyword strategy (where legally permitted) and create compelling, unique selling propositions that differentiate your services. Highlight your advantages, like better warranties, faster response times, or superior materials. Monitor competitor review sites and social media engagement to identify opportunities for targeted messaging.
Modify your targeting based on seasonal roofing needs in your area. Promote preventive maintenance before storm seasons, showcase energy-efficient solutions during peak summer months, and highlight winter weatherproofing in colder seasons. Adjust your ad spend and messaging to align with these seasonal patterns – increase budgets during peak seasons and maintain awareness during slower periods with maintenance-focused campaigns.
Target homeowners based on their property ownership timeline. New homeowners might need inspections, while those owning homes for 15-20 years likely need replacement services. Tailor your messaging and offers to match these different life stages and roofing needs.
Don't waste your budget on an audience that is too wide.
Ensure your landing pages are optimized for conversion.
Keep your message consistent across all platforms.
Make sure all your ads and landing pages work perfectly on mobile devices.
Targeted ads work best as part of a comprehensive inbound marketing strategy. At The Roofing Marketer, we integrate targeted advertising with:
The goal of targeted advertising isn’t just to get more leads – it’s to get better leads. When done right, targeted ads can:
If you’re tired of throwing money at advertising that doesn’t work, it’s time to try a more targeted approach. At The Roofing Marketer, we specialize in creating customized advertising strategies that generate 100% inbound leads for roofing companies.
Through our comprehensive approach, free marketing audits, and transparent reporting, we help roofing companies like yours achieve sustainable growth without relying on cold calling, canvassing, or door-knocking.
Ready to see how targeted advertising can transform your roofing business? Contact us for a customized strategy that brings qualified leads directly to your door.
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