If you're a roofing contractor eager to grow your business, creating tailored ads and using paid marketing strategies can improve your chances of success. Getting the word out about your company within your community means that your business comes to mind—or pops up during an online search—when homeowners need roof repairs or replacement.
Marketing platforms are evolving to meet shifting consumer behaviors, which means roofing business owners must adapt and optimize their efforts, too. This might involve experimenting with AI to create targeted content for your website blog or investing in paid search strategy.
Because establishing trust and credibility are key to building your reputation, it's important to connect with potential customers and demonstrate what sets your roofing services apart from the competition. Here's how to level up your paid marketing game to drive more clients to your company.
Why Is Paid Marketing Useful for Roofing Business Owners?
Years ago, business owners might've left a pile of brochures in a grocery store or dry cleaner hoping homeowners would pick them up. However, in today's digital landscape, paid marketing has become critical to increasing awareness and sales.
Engaging with homeowners via social media can help build your online presence and promote brand recognition. For example, you can share photos of completed roofing projects or links to informative blog articles. But while this helps spread the word about your business, you might not be reaching homeowners currently in need of a new roof. That's where paid marketing tactics come in.
When you use paid advertising platforms, you can target specific types of homeowners based on demographics or location, for example. Most online tools also provide analytics so you can track metrics like impressions, clicks, and time spent on your ad. This way, you can see which marketing tactics are working and where you might need to adjust your messaging. Paid ads also help introduce your roofing services to a wider audience and shape public perception, especially when placed on various channels.
Benefits of Paid Marketing
As a roofing business owner, paid marketing strategies can enable you to do the following:
- Customize ads
- Reach a wider audience of potential customers
- Build brand awareness, visibility, and engagement
- Generate leads
- Drive traffic to your website
What Are Some Paid Marketing Options?
Since all major social media platforms currently offer paid advertising channels, you can tailor content to various platforms. Each platform offers different engagement opportunities. For example, you can use Facebook or Reddit for community building, and Instagram, TikTok, or YouTube to promote images and videos. LinkedIn is a great spot to post thought leadership, promote new services, or make new connections. Bluesky, Threads, and X are best for real-time engagement.
To be sure you're not spreading your company information too thinly across all channels, do some research to determine which digital platforms your main target audience uses. Then, focus on just one or two channels. Users will see paid promotional posts in their newsfeeds. Some digital platforms offer ways to target users by age and location, which helps you speak directly to those who might become your next roofing customers.
Paid social media posts can also increase your followers and help you get on the radar of other business professionals, like insurance or real estate agents, who might then refer their clients to you.
Tips to Enhance Visibility and Performance
Verifying your business and leveraging AI tools can help make your paid marketing strategy more effective.
Verify Your Business Listing
If you haven't done so already, add or claim your Google Business account or Google My Business listing. Having a verified business listing online enhances credibility, which helps build trust with homeowners searching for a roofing contractor and boosts your company's visibility because you'll appear on Google Maps and in more search results. You can update or edit your listing information anytime. You can also include photos, your roofing company's logo or certifications, and any other images conveying your service offerings.
Leverage AI Tools
More businesses are using AI tools—such as Google's Gemini or Microsoft's Copilot—to create ads, manage campaigns, and analyze results. You can begin exploring by using AI-generated ad copy tests with the Google Ads platform. For example, if you plug in your current ad, the AI interface will make suggestions to improve language or introduce storytelling. AI can also help you create segmented ads to attract potential customers from specific groups.
Take Advantage of GAF Resources
GAF offers digital marketing best practices to its top-tier contractors and President's Club contractors through the Communications Suite. For example, GAF recommends building your network by following business partners, community organizations (like your local Habitat for Humanity chapter), or other groups that can refer customers to you.
In addition to creating and sharing meaningful content with potential clients—such as educational posts, links to informative blogs, and uplifting community stories—GAF suggests starting conversations, commenting on other people's posts, and answering roofing questions from homeowners to build engagement and trust.
Here's another GAF marketing tip: When posting on social media, take vertical photos that showcase your work, and include people where possible (just make sure you have their permission). Shooting video? Hold your phone horizontally for longer-form content and vertically for TikTok or Instagram Reels. If you need GAF logos for your social media, website, or other marketing communications, you can access them by visiting the GAF Partner Portal.
Ultimately, adding digital tools to your marketing plan can elevate your company and help you connect and engage with new customers. Paid marketing is evolving, so think strategically to drive results. It may take time to figure out the best strategy for your business, but trying new things can help set you up to thrive in a competitive space so you attract more clients and generate more revenue.
