The roofing industry is undergoing significant changes, driven in part by the rapid increase in spending on repairs after storms (projected to be $49 billion) and changes in local search results because of AI. Over 60% of contractor websites are not compliant with even basic checklists, which means that potential leads are being lost before a single phone call is made.
This guide compares the pricing, call tracking systems and storm response times of 23 top roofing marketing companies. We have examined actual customer data to demonstrate which top roofing marketing agencies are converting clicks into work orders.
Market Trends for Roofers
Many roofing companies are measuring the wrong data points for tracking their business's success. They may be looking at traffic to their website or clicks, but not understanding how much each booked job will cost them.
The roofing industry is a very local business with a high degree of seasonality, and when a storm occurs, the contractor needs a system that can quickly respond to the increased demand for services from many different companies. If you do not capture the demand for your services within 72 hours, you may lose out to many out-of-state competitors.
There is a broad variance in the cost of generating leads for roofing contractors depending on the source. The data indicates that there are significant variances in the pricing of each of the lead-generating platforms, which will ultimately determine how much you will pay to get your business connected to a homeowner for the first time.
Google Search: $228 is the average cost per lead.
Local Services Ads (LSA): $79 is the average cost per lead.
Facebook and Instagram: $40-$80 is the average cost per lead.
The cost of a lead paid for through these platforms is irrelevant if the contractor does not have a mechanism in place to convert the advertised traffic into booked work. According to the data collected, 18% of calls made to home service companies during regular business hours go unanswered. As for weekends, the percentage of unanswered calls increases to 41%.
Because you are paying for a lead but missing the call, you have effectively doubled the amount of money you spent on lead acquisition. In addition to the above information, many roofing company websites do not load in a timely manner. If you do not fix the things that cause your customers to leave within the first three seconds of loading, you'll end up wasting a lot of money on advertising.
Guide to the Top Roofing Marketing Agencies
Here's a list of the top roofing marketing agencies we recommend:
1. Thrive Internet Marketing Agency
Thrive is a huge marketing agency that focuses on growth marketing through search engine optimization (SEO), pay-per-click (PPC) advertising, website development, and creating content for your website and social media.
They recently transitioned from using traditional methods to artificial intelligence (AI) for enhancing their clients' visibility on the search engines. The data provided by Thrive shows that their clients have seen a median increase of 5,556 percent in traffic to their websites from AI-based platforms.
Thrive also does not publish their prices. Their lowest average project cost is over $1,000 a month and is typically more than 3 months old. Thrive Internet Marketing Agency is a complete sales funnel services provider. For example, in a recent case study, Thrive increased the number of online leads generated by 800 percent and increased the number of successful leads converted to customers by 641 percent for a commercial roofing contractor.
2. Blue Corona (formerly RYNO Strategic Solutions)
Blue Corona builds very in-depth tracking systems for their clients. Blue Corona merged with RYNO Strategic Solutions to create a very large and comprehensive marketing system for home service providers, which includes HVAC, electricians, plumbers, general contractors, and roofing contractors.
Blue Corona has a proprietary method for pinpointing where each of your leads came from by tracking both the digital path to your landing page and listening to a recording of the call. The process of developing a comprehensive tracking system takes time because Blue Corona builds a custom system for each client.
Generally, it will take anywhere from 30 to 60 days to set up the system before beginning a full campaign. So if you are looking for immediate leads tomorrow, Blue Corona would not be your best choice. However, if you are looking for a long-term system that will demonstrate your ROI, then Blue Corona would be one of your best choices.
3. Roofing Webmasters
Roofing Webmasters is an online marketing agency that works exclusively with roofing contractors. Their business model is specifically designed to provide local SEO services and Google My Business setup. DataPins is a proprietary software tool used by contractors to geotag their job locations so that they can create hyper-local content for their websites using this information.
By enhancing their local presence, contractors can increase their chances of appearing at the top of local searches, or map packs. While the offers these contractors make are generally not listed, analysis of their marketing size indicates that the required budget to start in their programs is between $3,000 and $5,000 per month.
4. Hook Agency
Hook Agency creates high-quality websites utilizing conversion copywriting, offer design, and effective landing pages. They believe that traffic is of little value without a proper message directing homeowners towards taking action (i.e., calling you).
Their pricing is completely transparent, with packages starting at $3,500 per month, which includes management for Google Ads. Hook Agency's founder is active in the roofing industry and is a speaker at many roofing-related events.
5. WISE Digital Partners
WISE Digital Partners believes your website should be your primary brand asset. They will help you create the digital groundwork to support your web presence, and after the foundation is established, they will utilize paid search and search engine optimization (SEO) to drive traffic to it.
WISE Digital Partners believes that your local search strategy must be effective as well as compliant with the Americans with Disabilities Act (ADA). The results speak for themselves. One roofing client WISE has been able to increase traffic by 208% and has been able to help increase lead generation through Yelp by 1,025%. WISE Digital Partners places great importance on developing the correct local search strategy.
6. Webrunner Media Group
Webrunner Media Group has honed its digital marketing capabilities primarily through paid search marketing.
They promote paid search marketing, i.e., Google Ads, Meta advertising, and the like, as a primary driver of predictable lead generation for contractors and perform extensive tracking of leads generated via various lead sources via a robust CRM platform.
Webrunner Media Group understands local seasonal weather and the storm season cycle intimately. Most of the roofers that are clients of their roofing marketing agency spend $30,000 to $40,000 monthly on advertisements for their businesses.
They have a system set up for contractors who are ready to grow at a rapid pace rather than for a smaller two-person crew who needs only a few extra jobs each month. The following is a more in-depth look at what CinchLocal is doing with contractors and why their services work.
7. CinchLocal
CinchLocal has created a focus on the local map pack. They work with contractors to optimize Google Business Profiles and local directories to ensure that the contractors get more local jobs. By focusing their efforts on narrowing the scope of services to a particular contractor's area, they create a greater chance of success for the contractor.
While CinchLocal doesn't make their pricing available publicly, the case studies on their website show that they are working with a number of roofers that are located in specific regions with heavy competition. This is a good option for contractors who want to find a consistent, local source for jobs and do not want to spend their resources on national advertising.
8. Contractor Dynamics
Contractor Dynamics takes a very different approach than both CinchLocal and other marketing agencies that provide contractors with marketing solutions. They are not your typical agency that does your marketing for you. Instead, Contractor Dynamics trains an electrical contractor's internal team to develop their own complete marketing system.
This company educates the contractors about developing their own marketing systems, as well as training the electrical contractors about developing paid social media campaigns, developing video marketing and the sales skills they will need to be successful. If you wish to take control of your own marketing internally, you will not have to pay agency fees for your marketing initiatives if you go with Contractor Dynamics.
9. On The Map Marketing
On The Map Marketing has unique and specialized marketing programs that fully integrate SEO, PPC and web design into their offerings. With over 50 full-time employees, On The Map has the resources to handle large volumes of marketing efforts.
10. Contractor Gorilla
Contractor Gorilla is focused on delivering speed and design quality, providing contracts with the most reliable web design services available to electrical contractors. They have assisted businesses in their industry to have over 3,300 web pages published. They have an adept understanding of what homeowners look for in determining the faith-based trust level of a web page.
Establishing themselves at the top of their trade industry through the strategic marketing of portfolios and reviews builds confidence in consumers and therefore, quicker timelines for creating their website due to their procedures being executed to create their websites in a timely manner.
They focus their efforts on the needs of building contractors who have been without a digital presence and are looking to establish credibility in their field by having their website created for them immediately and with no lag time of up to six months of design.
11. Estes Media
Marketing as if it were a strict sales pipeline is how Estes Media operates. Rather than relying on clicks, they rely on metrics such as call tracking, customer relationship management systems (CRMs) and measuring the actual value of the sales pipeline.
They are using a combination of paid search, SEO and social media advertising as their program. A performance approach is taken, where they view the entire systems approach instead of taking only the marketing aspect.
12. Scorpion
Scorpion is a big player in the digital marketing arena. They have an extensive technology platform they use to manage their campaign. Their partnership with ServiceTitan helps create a seamless process for both.
The contract length for most of their projects is anywhere from 12 months to 24 months in length. Along with that, the setup costs are traditionally in the $5,000 to $50,000 range, with many of their projects exceeding $200,000. They focus specifically on large enterprises that provide services to contractors.
13. Jives Media
Jives Media is attacking the new frontier of artificial intelligence (AI) search. Jives Media’s study showed that 67% of roofing companies are completely invisible to the AI search engines, but still rank at the top of the traditional Google search results.
They are building programs that will fill this gap. They focus on the management of contractor reputation, and have had proven results of increasing the volume of reviews contractors receive in a 90-day time frame.
14. WebFX
WebFX is one of the largest digital marketing agencies, employing over 500 people. "RevenueCloudFX" is a proprietary tool developed by this tracking solutions company that connects an advertiser's ad spend directly with the money that they receive for their completed sales.
The company has multiple revenue sources, allowing for more flexibility when creating successful marketing campaigns. Because they're so large, their campaigns operate all channels, including SEO, PPC, email, and social, from a single vendor. They cater specifically to companies such as roofing contractors that have larger marketing budgets and want one place to buy everything.
15. Comrade Digital Marketing
Comrade Digital Marketing specializes in providing integrated marketing campaigns that incorporate SEO, web design, and paid advertising. They are a selective agency that actively turns down clients if their initial data analysis does not give them direct insight into an opportunity to be successful.
All content and ads created by the agency are planned and reported as part of one centralized marketing plan. They place greater emphasis on fixing website drop-offs prior to spending money on marketing campaigns.
16. Karbon Agency
Karbon Agency specializes specifically in acquiring storm leads for roofing companies utilizing Meta advertising search engine marketing. They provide transparency to their customers by reporting the average cost of acquiring a lead of $44.
In addition, they report that 54% of their clients who acquired leads signed a contract for the project. If you need quality leads for a violent storm event, please reach out to Karbon.
17. Boomcycle Digital Marketing
Boomcycle, a lead generation agency for roof contractors, creates unique Facebook leads specifically for contractors and does not share that information with anyone else. They have numbers that are hard to ignore. They generated 137 leads for $37 each, resulting in 14 jobs booked at $8700 each; huge ROI for a 30-day campaign!
18. Infinite Media Resources
Based on an agency located in Ohio, Infinite Media Resources focuses heavily on utilizing Meta's lead ads for the acquisition of new clients and increasing sales and growth.
A contractor, who we will refer to as John Doe, is interested in several technology tools that might impact how he uses technology to operate his business. His interest stems from the current state of his business relative to his competition.
His primary goal is to grow his business and be more profitable. In the following discussion, we will provide an overview of several technology tools that may be helpful for John to meet that goal. Technology tool overview: These are the technology tools John is considering: Homeowner information capture tools.
These are the systems designed specifically to capture information about homeowners directly from the Facebook application, which have been developed by two different companies. One such company developed a case study which produced 184 leads over a 30-day period, at a cost of $94.88 per lead. This solution would be a good option for contractors who wish to increase their social media advertising.
19. Better Clicks Digital
Better Clicks Digital is based in the Philippines and focuses on creating meta ads specifically for companies in the storm restoration industry. Because they are based offshore, the costs associated with their services are significantly lower than those of most other sources.
For example, they claim to have generated more than 400 leads for a Colorado client at a cost of just $3.04 per lead. This is significantly lower than the average cost to generate a lead in this industry, which ranges from $30 to $100. The process for generating leads through Better Clicks Digital is extremely high volume and low cost.
20. Skill Mammoth
Skill Mammoth has simplified the process of determining what it will cost to build a website. Instead of charging an hourly rate or offering estimates based on time and materials, they have established flat rates for specific types of website builds. For example, a basic website build costs $1,000; a core build costs $3,000; and a pro build costs $8,000. Their monthly support fees range from $350 to $1,500.
Skill Mammoth provides an option for financing to help contractors become established. RoofMammoth.ai is the name of their software widget that provides instant lead capture capabilities. They have created a very accessible tool for smaller companies looking to grow.
21. Roofing SEO Company (Rank Right SEO)
As their name implies, the Roofing SEO Company exclusively focuses on providing SEO services for roofers. They manage local service ads and Google Business profiles for roofing companies. They have developed a proprietary network of roofing backlinks to aid their clients in boosting their rankings.
The Roofing SEO Company provides their clients with a monthly subscription price that is priced between $1,000 and $3,000. They do not require their clients to sign any long-term contracts. This provides an opportunity for a contractor who is just starting out or one who has limited funds to find a suitable SEO service provider.
22. BlackStorm Design + Marketing
BlackStorm Design + Marketing: Heavy focus on brand image and web design, they claim their site rebuilds generate 30% uplift in conversion rates simply by fixing bad designs.
BlackStorm publishes pricing shiva tiers, manages PPC and SEO alongside design work. Their core strength is making contractors look professional online.
23. BēST Roofer Marketing
BēST Roofer Marketing: Combination of digital marketing and sales consulting. The leadership team has personally sold millions of dollars in roofing work. They don't just generate leads; they fix sales bottlenecks and optimize close rates. If you have ringers but can't close deals, get in touch with BēST Roofer Marketing.
Final Thoughts on Choosing an Agency
The right agency for your business depends on your current stage (i.e. if you have 2 crews, stay away from $5,000 monthly retainers for our brutal SEO service - we build businesses that create immediate and predictable leads so they can pay for gas and keep trucks moving).
However, if your revenue is above $10 million, you certainly need more advanced tracking systems (i.e. a CRM) with ServiceTitan integration, as well as geofencing (geo-fenced storm surge regions) for your location. Contractors' biggest mistake is trusting vanity metrics; a cheap lead is about as useful as a proposed roof replacement from some random renter who doesn't have approval power and lives in an out-of-source zip code!
Agencies that have a significant impact on the industry do not just monitor leads; they track everything, all the way down to their final attribute (the booked job). The following factors are evaluated by top roofing marketing agencies that move a needle in the home services sector:
Speed to lead times are an important measurement for an agency. Many agencies test multiple form lengths while ensuring accountability for the sales team selling and booking the job. Buying complete systems, rather than just buying clicks, should be the standard for every contractor.
Basic Questions for Growing Contractors
Before reviewing these basic questions, remember that the top roofing marketing agencies will already have systems in place for these issues.
Weekend Call Gap Coverage Effect on Storm Season Revenue
Storm damage occurs on Friday nights, and the homeowners will begin calling Saturday morning for help. Studies in the home services sector indicate that 41 percent of the weekend calls remain completely unanswered by contractors.
For example, if your agency is spending thousands of dollars on local services ads when a storm hits, then every time a call is missed, it means an additional $10,000 job is not being captured. Therefore, while agencies can drive the phone to ring, having a dedicated live answering service or a dedicated inside sales representative is essential to convert the leads into booked jobs.
What are the Total Cost per Booked Job Across Different Paid Channels?
Many leads that are purchased are priced by raw cost; however, Meta leads range from $40/lead to Google Search leads priced at $228/lead. While Meta leads are typically homeowners passively scrolling through their feeds, these leads require extensive follow-up, a strong selling script and usually do not convert to booked jobs for many contractors.
Conversely, Google Search leads are active, and they are usually looking to get a job booked immediately. The overall closing ratio on Google leads is significantly higher; therefore, calculating the total cost per job booked requires calculating not only the raw cost of the lead, but also the total sales time spent selling to the homeowner.
Why Traditional Search Rankings Are Not Enough Anymore for Local Visibility
Google is changing and over 60 percent of roof contractor websites that rank on page 1 of Google search results using the AI generated overview run the risk of never being seen again. Additionally, the traditional map pack for contractors is heavily saturated, and if your agency is optimizing for ten blue links only, you are in trouble.
To maintain current local visibility, agencies need to be implementing as many deep schema markup layers as possible, on-site answers to the homeowner’s specific questions, and continuing to build a high volume of real customer reviews.
What Effect Does Website Compliance Have on Lead Conversion Rates?
Over 60 percent of contractors' websites have WCAG 2.1 AA compliance violations (critical). In addition to the risk of legal liabilities, the user experience on mobile devices is negatively impacted when the website has violations.
If you have forms that are too long, buttons that are too small to tap and pages that take more than 3 seconds to load, you can kill the conversion rates of leads that come to you through paid search and SEO. By fixing basic website errors, it is possible to double lead volume without spending more money on ads.