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Full Guide to Using Google and Facebook in the Roofing Industry: How Much to Invest and What to Expect - Number One Roofing Marketing Agency | Profit Roofing Systems

Full Guide to Using Google and Facebook in the Roofing Industry: How Much to Invest and What to Expect

What Roofers Can Do Now to Prepare for 2021

Many marketers and digital marketing experts – or better to say “experts” – think of roofing as just another industry, just another area of expertise. So why not get into this one as well? Why not try marketing different roofing companies?

Well, because it’s not just another marketing area that you can simply “get into.” The roofing industry is a very specific niche and requires some specific know-how in order to successfully market it. The same general rules don’t usually apply to it, which is why many digital marketing agencies fail when trying to tackle it.

The thing is that roofing is a very competitive market. There are dozens and hundreds of different roofers in one area, depending on its size.

We’ve been dealing with roofers for a long time now, analyzing all the ins and outs of this industry, and perfecting our methods day in and day out.

What we’ve come across numerous times is desperate roofers who’ve either been scammed or who simply can’t find the right marketing expert who will tell them → this is what you have to do, this is how much you have to invest for the best results, this is what you will get.

And since no roofer wants to waste their hard-earned money, these questions are completely legitimate and you should get some straight answers and not some crappy lines and empty promises.

When partnering up with a digital marketing company or an expert and starting digital marketing campaign(s) for your roofing business, you should know exactly what you are getting into. You should know how much money you should invest and what you can expect with that amount.

And that is what we get you. No bullshit, no empty promises. We give you facts, information, and results. So, take a look at the thing that matters the most in the end – numbers, leads, and $$$.

How Much to Invest for the Best Results?

What matters to you the most? Leads, of course. So, how much money do you have to invest in order to get some exclusive roofing leads? That is the burning question.


When it comes to lead generation, there are several ways you can go – the three main ones would be SEO, Google Ads (former AdWords), and Facebook Ads. Or a combination of them, of course.

The amount of money to invest in a certain roofing campaign will primarily depend on the size of your target area and the number of cities you are targeting, i.e. it will be based on population. The bigger the area and the population, the bigger the competition. There will be more roofers to beat and the average cost per click will go up as well.

So, let’s crunch some numbers. Here you have the average amount of money you should invest in SEO based on population:

  • For a population of up to 50k – invest $500, get 10 to 20 leads
  • For a population of 50 to 150k – invest $500-$750, get 20 to 30 leads
  • For a population of 150 to 300k – invest $750-$1500, get 30 to 50 leads
  • For a population of 500 to a million – invest $1500-$2500, get 50 to 100 leads
  • For a population of more than one million – invest over $2500, get over 100 leads

When it comes to Google Ads, we are talking about cost per click. So, the average cost per click will also depend on the area size and will be as follows:

  • $10 in smaller cities
  • $20 in middle-sized cities
  • $30-$50 in bigger cities and metro areas

What matters here is how many actual leads will come out of those clicks that you’ve paid for. We are talking about the average conversion rate here (the number of clicks you need for one lead).

Industry conversion rate average is 5%, which means that you need 20 clicks for one lead.

Our conversion rate is 15-30%, which means that with us, you will need only 5 clicks for one lead.

With our above-average conversion rate, your ad spend will be much lower. If we crunch some numbers, this means that if you are paying $10 per click, with us, you will spend only $50 for a lead in the end, as opposed to the industry average, which would be $200.

When it comes to Facebook Ads, the cost per lead will also depend on the size of the area, but also on the type of market you are targeting. The price can vary from $5 for hail market and smaller cities up to $50 for metro areas.

The average conversion rate here (leads turning into jobs) is 20-40%, depending on whether it is retail or insurance market.

Facebook or Google – Which Is Better?

Both Facebook and Google have their pros and cons so the question should actually be what suits you best. In the majority of cases, the best option is the combination of both because they function based on some different principles. So, let’s briefly go over those differences.

The main difference is that Google is an active environment. This means that when you need something – information, a product, a service, a roofing service in our case – you will go on Google and type it in. You’ll get different organic results and ads, check out the roofing companies and if everything looks good, you’ll give them a call.

Facebook, on the other hand, is more passive. People can be sitting in a cafe, a restaurant, in a waiting room, scrolling through Facebook, and trying to pass some time. Here, you will need to catch the user’s attention and try to get them to click on your ad.

The main advantage of Google here, whether it is organic searches or Ads, is the active environment and the targeted search for roofers, which makes the quality of leads higher. However, you are also restricted by the number of people that are searching for a roofer every month. The bigger the city – the more leads you get.

When it comes to Facebook, you are not restricted by this number. It is unlimited when it comes to potential leads, but when compared to Google, the quality of leads is a bit lower. But then again, so is the cost per lead.

In the end, when everything is taken into consideration, it is more or less a level playing field. What is important is that you have a partner, a digital marketing expert by your side who will know all the ins and outs of this kind of marketing, who will make the most of it each time, who will adapt it to the very specific roofing niche, as well as to your individual needs and markets.

With us, you will always know where you stand, how much to invest, and where your money is going. Don’t waste time and money anymore but give us a call and join our proven MADMAT system.

Matt Jacob has been in the marketing business since 2008, working exclusively with roofers for more than 5 years now. He has come to know all the tricks of trade inside-out and he is committed to helping roofers by sharing some of the most important ones. Find out where your best opportunities lie, as well as which challenges lurk out there for roofers – all in his detailed blogs.

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