Roofing marketing
Roofing leads that are not resold to three other roofers
We have run campaigns for Crown Roofing Chester, SBM Flat Roofing & Tiling, Three Shires Roofing, Aztech Roofing, Ely Roofing, Saffron Walden Roofing, SeaView Roofing, Patina Roofing, Cambridge Roofing Services and Keffco Roofing in Ireland. Every enquiry belongs to the client alone.
In short
Roofing marketing in the UK is dominated by the split between emergency repair and planned replacement, and a campaign that treats them as one thing loses money on both. Emergency searches convert within the hour and tolerate a high cost per click; full re-roof searches are researched over weeks and need proof, finance information and a real gallery before the phone rings. The largest leak is DIY and materials traffic, searches for roof tiles, felt, sealant and how to fix a leaking roof yourself, plus roofing jobs and roofing courses. Weather drives demand in a way it does in almost no other trade, so budgets that stay flat through a storm week are leaving the best leads of the year on the table.
Emergency and planned are two different campaigns
This is the structural decision that determines whether a roofing account works.
Emergency intent — “roof leak”, “emergency roof repair”, “tiles blown off”. High urgency, converts within the hour, low-to-mid value, and the buyer will call the first firm that answers. Here, speed beats everything: ad extensions with the phone number, click-to-call prominent, and someone actually picking up. Advertising for emergency work and sending it to voicemail is setting money on fire.
Planned intent — “new roof cost”, “re-roof [town]”, “flat roof replacement”. Two to four weeks of consideration, multiple quotes, thousands of pounds. Here the buyer wants proof: completed jobs, guarantees, accreditations, and an honest indication of cost. They will visit your site more than once before calling, which is why retargeting matters in roofing and barely matters in emergency work.
Storm response is a real advantage
Roofing demand is weather-driven in a way few trades are. A named storm produces a step-change in emergency searches within hours, and it decays over about a week. Competition rises too, so click costs climb.
The firms that win are the ones already set up to react: an emergency campaign that exists year-round on a low budget and can be scaled the same day, ad copy written and ready, and capacity to answer the phone. Building the campaign after the storm means you arrive for the expensive tail end of the demand.
Where the organic openings are
Most roofing websites have one page called “Services” listing everything. That page cannot rank well for anything specific, which leaves the specific searches wide open:
- Flat roofing — GRP, EPDM, felt, each with different buyers and prices
- Chimney repair and repointing
- Roof cleaning and moss removal
- Fascias, soffits and guttering
- Lead work and valley repair
- Velux and roof window installation
- Slate versus tile re-roofing
Each of those deserves a real page. Not a template with the service name swapped — a page that answers what it costs, how long it lasts, how long it takes and what the alternatives are.
What we set up for roofers
- Separate emergency and planned campaigns
- Storm-response budget rules ready in advance
- Call tracking with recording for lead quality review
- Retargeting for high-value re-roof buyers
- Service-specific pages, not one services page
- Google Business Profile with real job photography
- Review automation after completion
Roofers we have worked with
Crown Roofing Chester · SBM Flat Roofing & Tiling · Three Shires Roofing · Aztech Roofing · Ely Roofing · Saffron Walden Roofing · SeaView Roofing · Patina Roofing · Cambridge Roofing Services · Keffco Roofing Ireland
Karl at SBM Flat Roofing & Tiling highly recommends Mecosse. Their expertise in generating qualified leads has been invaluable for our business growth.Karl, SBM Flat Roofing & Tiling
Richard from Crown Roofing Chester found Mecosse to be very helpful and on the ball. Richard, Crown Roofing Chester
Reviews left for Mecosse, the agency our founder runs.
Roofing marketing questions
What is the biggest mistake roofing companies make with Google Ads?
Treating emergency repair and full re-roof as the same campaign. An emergency leak search converts within the hour and is worth a few hundred pounds. A re-roof search takes two to four weeks of consideration and is worth several thousand. They need different bids, different ad copy, different landing pages and different follow-up. Merged, the cheap urgent clicks eat the budget and the valuable buyers never see you.
Should I increase budget after a storm?
Yes, and quickly — but only on the emergency campaign. Storm demand is a short, sharp spike in searches like ‘emergency roof repair’ and ‘roof leak’, and competition rises with it. Firms that raise budgets within twenty-four hours capture disproportionately. Firms that notice a week later have paid the higher prices and missed the demand.
Is roofing too competitive to rank organically?
‘Roofers [big city]’ is genuinely hard. But ‘flat roof repair [town]’, ‘GRP roofing [town]’, ‘chimney repointing [town]’ and similar are very winnable, because most roofing sites have one thin services page instead of a proper page per service. That is where the openings are.
How do I stop getting price-shoppers?
Partly by stating a minimum job value or a price range in the ad copy and on the page, which filters before the click. Partly by not bidding on the terms that attract them — ‘cheap roofer’, ‘cheapest’. And partly by leading with proof, guarantees and accreditations rather than price, which attracts a different buyer.
Do roofing lead-selling sites work?
They produce volume and destroy margin. The same enquiry is sold to three or four roofers, so you are competing on price with firms whose overheads you do not know, for a customer already called twice before you rang. Everything we generate comes from your own advertising account and is exclusively yours.
Related
Also worth reading
- Buying roofing leads, and what they really costWorks out the cost per won job once contact, quote and close rates are applied.
- SEO for roofersThe organic side of the same problem, in more depth.
Talk to a human
Emergency work, re-roofs, or both?
They need different campaigns and different budgets. Tell us which side of the business you want to grow.