How Negative Online Reviews Affect Your Roofing Business

How Negative Online Reviews Affect Your Roofing Business

The internet has become the authority on a lot of things nowadays. Consumers turn to it for the simplest questions because the internet knows it all.

Then why wouldn’t they turn to it when looking for roofing contractors, as well?

Research has shown that now more than ever, consumers are relying on reviews to make their decisions about the services and products they buy:

  • 92% of consumers rely on reviews when making a buying decision
  • 88% of consumers trust online reviews as much as word-of-mouth referrals

How and why does this affect your roofing business? Let’s break it down.

Bad Reviews – to Worry or Not to Worry?

Here is why you SHOULD worry.

Let’s say you have a bad review (or a few of them) online. You may think that’s not a big deal. One or two bad reviews – who cares, it’s not even true.

But the thing is – the internet cares. A LOT.

It doesn’t matter if what the user said in the review is true or not. It’s out there for the whole world to see – and it will be seen. All your potential customers will see it.

So why does it matter to them if you have a negative review?

Think about the customer’s process of looking for a roofer.

When in need of a roofing service, your potential clients will go online and search for some roofers near them first. Once they’ve seen their options, they will click on the first few roofers and start checking them out online.

If they happen to already have a roofer in mind – for example, if someone recommended you in person or talked about you – they will type your name directly into Google and look for any info and reviews.

If they see a negative or a bad review about you, they will automatically skip ahead and check out the other options, i.e. your competition. Why is that? Because there are plenty of options for them to choose from, especially when it comes to roofing contractors.

Roofing is a very competitive business and there a dozen more roofers in your area that your potential clients can turn to. That is why you have to make sure they don’t rule you out from the get-go – and that will happen if they see any bad reviews.

And to go back to whether that bad review is true or not – it doesn’t matter to them.

I mean of course it matters to them if the roofer will do a good job and provide them with great service, but the thing is that they will believe in what is written in the review.

And even if they don’t believe, they will think “Why take any chances?” and simply go with a roofer that doesn’t have negative reviews – just to be on the safe side.

So, you shouldn’t just dismiss the bad review so lightly and say “Oh, he’s an asshole, that’s not true.” The truth is very relative.

Bad Reviews and the Financial Aspect

Let’s think about the negative reviews in relation to $$$ for a moment.

1. The Customer’s Perspective

When it comes to the customers, they will definitely be thinking about their budgets and their hard-earned money. Roofing jobs don’t come cheap – you should know, you’re setting the prices 😀

This is especially true when it comes to roof replacements. New roofs are expensive, so it’s only natural people will check everything and brainstorm a lot before deciding who will replace their roof.

So, when they see a bad review, will they think “Oh that’s just an asshole talking crap about that roofer for this and that reason” or “No way I’m gonna risk my money on a roofer with a bad review”?

The second one – without exception.

When browsing through the online reviews – primarily through Yelp, Facebook, and Google Maps – your customers are looking for a reason to choose you. They are looking for a good, reliable, and trustworthy roofer to invest their money into.

You need to make sure you are that roofer. And you can do that by making sure you don’t have negative reviews or by dealing the ones you do have properly. They should never just be dismissed and ignored.

Apart from that, you also need to make sure you have enough overall (positive) reviews because not having any or enough reviews can hurt you just as much as a bad review.

2. The Roofer’s Perspective

Let’s see how negative reviews affect you, the roofer, financially.

Negative reviews have a big impact on your marketing efforts and they can cause you to waste a lot of money. How?

If you are investing in any type of online (or offline) marketing, such as Facebook, Google Ads, Yelp, Home Advisor, etc. and you have bad reviews online, your marketing will underperform.

A lot of money that you’ve invested in these marketing efforts will simply go down the drain if there are negative reviews that are putting customers off, driving them away from you, and towards your competition.

There are also those roofers that are still not investing in any kind of marketing (online or offline), roofers that live off of referrals and word-of-mouth. And that’s OK, you’ll catch up with the times eventually. 😉

But the thing is, even if you are not big on marketing, you need to keep track of your reviews. Why? Because everything and everyone ends up on the internet eventually.

You may rely on word-of-mouth recommendations – they are, after all, very powerful and the oldest sources of business referrals – but the internet has added a new level to them, an additional layer of information.

All or most of your word-of-mouth referrals will turn to the internet to check you out some more. Whether you were recommended to them by a friend or a family member, it has become a must for them, and for all of us, to go online and double-check everything.

It is, in a way, a credibility check. If you have an overall positive internet presence, you will most likely land the client. If the client finds negative reviews online, they become suspicious and you potentially lose a lot of $$$.

If we crunch some numbers, it turns out that if you lose 1 project every 3 months like this, you stand to lose around $40k a year. That’s a LOT.

And when it comes to the younger generations, the numbers can be even higher because they are much pickier and much more involved in the online world.

It’s simply in their nature to check for online reviews as they are online most of their free time. They are used to getting everything from the internet – from entertainment to information, services, products, etc.

Some users may even decide to contact you despite that one bad review, but the younger generations – no way. They definitely won’t contact you if they see a bad review. They will just keep scrolling and save their clicks for the next in line – your competition.

Bottom Line

The bottom line is – online reviews can make you or break you.

One bad review can make a huge difference and have a big impact on your business. It can drive clients away from you and you can potentially lose some big bucks.

Dealing with them, preventing them, and countering them with good and positive reviews will help your roofing business grow and make you the go-to roofer in your area.

If you need any help managing your online presence and getting positive reviews and feedback from your clients, let us know, we’re happy to help.

Matt Jacob

Matt Jacob

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.

8 Internet Marketing Tools for Your Business

8 Internet Marketing Tools for Your Business

In today’s world, it is crucial for you to use some form of digital marketing if you want to grow your business successfully. The majority of the population are connecting via the internet, so even if you are not using digital marketing techniques offline, it is important to implement some internet marketing strategies.

However, with so many different tools available it is not always easy to establish which internet marketing tools you should be using for your business. In some cases, it can even count in your favor to make use of a professional to create a successful online presence for you. But if you want to optimize your business online yourself, then here are a couple of internet marketing tools to help your business get on the right track.


Implementing email marketing strategies from day one is essential. MailChimp can make the process of starting an email marketing campaign easy. Even if you have as little as 2000 subscribers, you can start with a free plan when signing up with MailChimp.

Crazy Egg

Crazy Egg is a tool that analyzes your site and provides you with visual information on how visitors use your site.

Google Alerts with Talkwalker

While Google Alerts are great to use when it comes to reviewing mentions of your brand, Talkwalker will also track social media mentions. By using this tool, you can monitor when your brand, competitors or campaign hashtags on various social media platforms are mentioned as well.

Google My Business

You can create a post with an image to the Google my Business page which allows people to know a little more about your business in the form of a short post.


If you want to research your competition, then SpyFu is a great tool to use. You will be able to see the most valuable organic keywords, inbound clicks and more of your competitors. This will allow you to find gaps in their marketing strategy and give you insight on how you can close those gaps.


Social media plays a significant role in a successful company, but it can also be very time-consuming. Hootsuite will let you schedule social media post in advance which can save you a lot of time. There will be no need to visit each platform individually as you can reply to comments and mentions through the Hootsuite dashboard.

There are many more features to Hootsuite which will allow you to manage your social media accounts, including identifying influencers for your marketing strategy.

Google Analytics

Being able to analyze how your business is doing will allow you to tweak your marketing techniques to get better results. Google analytics will give great insight into the action of every visitor to your site, demographics, traffic sources, and more. This will allow you to plan your online marketing better.


If you want to understand what content performs best in search engines, then you can rely on BuzzSumo for that information. By using this tools, you will be able to learn more about your specific market because it will provide you with additional data that can be used in your advantage.



You need only a few marketing tools to get started in your online marketing journey or you can hire online marketing experts. Keep in mind that there is no need to implement everything at once or even make use of every single tool out there. It is best to find only a few tools that will be relevant to your business and take full advantage of them if you want to run a successful online marketing presence.

Matt Jacob

Matt Jacob

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.

What Is the Difference Between Digital and Online Marketing?

What Is the Difference Between Digital and Online Marketing?

The terms online marketing and digital marketing might seem like the same thing, but actually, they are not. Even though the terms are merely technical, knowing the difference between the two words will allow you to better plan the marketing efforts that will work best for you.


What Is Digital Marketing?


When we talk about digital marketing, we are talking about the marketing of products or services over an electronic device, whether they are online or not. This includes, for example, radio, TV, mobile phone, internet, etc.


What Is Online Marketing?


Online or Internet marketing is a marketing method of a business or a brand that includes advertising products or services strictly over the internet. Various internet tools can be used to help drive traffic, leads, and sales.


Which Will Work Best for You?


The methods you choose to promote your service or product will depend on your type of business.

If one were starting an online business, for example, an e-commerce store, then the marketing methods will at the beginning mostly involve internet marketing. Focusing on building a great online presence first, will most likely count in your favor. As the business expands, you can start making use of other digital marketing methods, for example, mobile marketing or TV ads.

A business that depends on clients coming to their physical store can even take advantage of local TV ads or the radio (presuming people tune into the local radio station). However, internet marketing is a must in today’s world. No matter how small the business is, it will definitely benefit from having a presence on an online platform, even if it is only a business page on a social media platform.

The great thing about using the internet to build your brand online is that you have access to analytic tools. You can ask any digital marketing agency! This can give you great insight into what kind of audience your brand is attracting, which will help you to adjust your marketing methods accordingly. Internet marketing also gives you the option to add conversion tracking to your marketing techniques, as well as budget tracking, allowing you to see where your budget is going and, in the end, helping you to spend it wisely.


What Is the Correct Term to Use?


Due to the fact that internet marketing is seen as a subset of digital marketing, it would not be incorrect if you say you are using digital marketing to promote your business, even though you are only relying on the web to reach potential clients.

However, it would be incorrect to say that you are using only internet marketing techniques if you are also making use other digital platforms offline.




Even though internet marketing seems to be mainstream, in most cases it is best not to limit your marketing techniques to internet marketing only. Technology is continuously developing which means that we can expect many new digital marketing platforms and innovative techniques to come in the future.  

Matt Jacob

Matt Jacob

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.

How Can a Roofing Company Benefit from Partnering Up with a Real Estate Agency?

How Can a Roofing Company Benefit from Partnering Up with a Real Estate Agency?

Forming strategic and quality partnerships is very important if you are a roofer and it can be very beneficial for your business. One of the most beneficial partnerships you could develop is with a quality real estate agency in your area.

You are in the similar line of work – they buy and sell houses, and you deal with one of the most important parts of a house – the roof. This makes them your ideal lead generating partner.

Their client needs a professional roof inspection before they purchase a house – they refer the client to you. Their client needs a roof repair or replacement before selling the house – they refer the client to you.

How can you make this partnership work and make the most of it? Here is some fresh expert advice.


1. Search for Busy Real Estate Representatives

Visit different agencies in your area, ask around which one has been the most prominent and successful lately.

You may also have some friends or acquaintances who are real estate agents, so try to get in touch with them first and connect with them professionally. You may end up in a mutually beneficial collaboration or they may refer you to their colleagues and peers.

Detecting a very busy real estate representative can be tricky, but one way to find them is by following their ads and marketing efforts. Look for signs in front of houses for sale or ads and billboards around the city.


However, be careful 🛑! An agent who invests a lot of money in advertising is not necessarily a very active or a successful one. Again, ask around about that particular one.

You can also visit several realty offices in your neighborhood in person and ask them about their busiest agents. Usually, they will be glad to answer the question and you can start making a great checklist of your potential targets.

2. Pick Representatives Who Work with Buyers

If your goal is to generate new roofing leads and referrals from your partnership with a real estate agency or a representative, your best bet is an agency/representative that works with buyers. Why is that?

Home buyers will very often require or ask for a roofing inspection before they purchase the house. And which roofer will they choose? Probably the one that their real estate agent recommends to them.

The real estate agent is a professional that they trust, so they will surely follow their advice, especially if they are new to the area.

Even if they don’t require an inspection, the agent can refer them to you for any future roofing services they might require.

So go for the purchasing agents first, it is a really great strategy, don’t you think?


3. Meet with Agents

Go on a mini-tour of real estate agencies in the city. Drop by their offices and introduce yourself and your business. They are professionals just like yourself, so they will surely be glad to listen to your proposal.

Real estate representatives are individuals who generally like to collaborate with businesses and individuals that can benefit them and prove useful for their business.

So the most important thing you have to do is to present yourself and your proposal in the best light, give them helpful information, and maybe some helpful professional advice.

4. Don’t Give Up

Be persistent, have patience and do not give up if you don’t get a positive result during your search. Don’t feel bad, stay consistent and cordial.

At some point, representatives are going to appreciate your consistency and the result will be a collaboration with some big agency that does a great job and gets you many new referrals.


5. Visit Local Real Estate Office Meetings and Conferences

Pick an interesting and popular roofing related topic and present it to brokers at the real estate company’s meeting. They will surely be interested, so you can also start a short discussion on the topic.

Don’t forget to highlight how that agency could profit from collaborating with your business, and it will be a mutually beneficial relationship.

Furthermore, you should remember that the most important thing regarding this type of collaboration is providing specific value to the real estate agency as a roofing professional.

Taking a real estate agent to a fancy restaurant for a nice meal won’t be enough. They need value and concrete propositions.

For example, one of the best options is to provide him with a specific value in the form of business leads.

You can create a specific digital marketing campaign via Facebook Ads which will be oriented to generating new roofing leads. This can be done very quickly, you will generate leads for yourself and the agency, and it won’t require a huge financial investment, i.e. budget.

The greatest thing in a campaign like this is definitely the fact that everyone can benefit from it. But from the agency’s perspective, this roofer – you – will be the only local roofer who will bring concrete leads to the real estate agency – and that is a real measurable value!

And what does that mean for you?

Well, it most certainly means that the real estate agency’s business will grow rapidly, you will receive more and more referrals, and a more significant profit is guaranteed! 🙂

Matt Jacob

Matt Jacob

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.

The Ultimate Guide to Avoiding Roofing SEO Scams

The Ultimate Guide to Avoiding Roofing SEO Scams

SEO scams happen more than you know – especially in the roofing industry. As a matter of fact, chances are that many of you reading this post have been scammed by SEO companies before.

That’s why I decided to open this subject and delve a little deeper into it – so that it doesn’t happen to you again. And for those of you who have been lucky enough to avoid this type of problem in the past, this post is to make sure you don’t run into it the future.

I’ve heard from many local roofers how they got burned by SEO companies promising them placement on the first page of Google, just to leave them with empty pockets and no results whatsoever.

What these scammers do is take your money, pretend to do a little work, and, when push comes to shove, they have nothing to show for it.

So how can you set these scammers apart from verified professionals?

Read on to find out the answers.

Just to Clear Things Up

Just to clear things up before we get into the scammers and their M.O. – expert SEOs are an endangered species but yes, they do still exist 🙂. And once they get down and dirty, you can expect tangible results.

You see, SEO is a complex process. Things don’t happen overnight. So all those phone calls and emails you get on a daily basis from SEO “gurus” guaranteeing instant results and top Google placement, are plain and simple – crap.

But when done by the right person who will get down and dirty, SEO does work. Not by some magic but by grabbing and keeping the attention of people from your area.

You see, in the past, people used phone books and yellow pages to find local contractors to help them with their roofs, windows, etc. Today, they just flip their phones and use Google instead.

Say I need a roofing contractor. I’ll take my phone, google roofing contractors in my city, and go through the first few results that pop up (I rarely go beyond the first page, do you?). If they have enough positive reviews, a neat website, and all in all looks great and professional, I’ll give them a call.

That’s what SEO is about. Putting you right there in front of the customers by increasing local exposure, increasing visibility, optimizing your website, and ranking you higher. The truth is, if you’re not on the first page of Google, you’re done.

If you look at the diagram below, you’ll see that almost nobody checks out the second page in the search results. There is even a saying that “the best place to hide a dead body is on the second page of Google”.

Now that we’ve made it clear why and how SEO works, let’s go back to scamming

Help your marketing with our FREE resources,
call-out those scamers!

How Do Roofers Get Scammed?

SEOs: From Newbies to Seasoned Professionals in One Course

Every day, there are more and more people getting into the SEO game. The threshold for entering the SEO and marketing business is set quite low. People take a short online course and think they’ve learned all there is to know about SEO.

The next thing they do after watching the course is starting to hammer business owners with phone calls and emails offering expert SEO services. And one of their main targets happen to be roofers.

I hear you saying: “Why roofers?!”

Well, the majority of local SEO courses that are currently available take roofing as the main example. Sometimes it’s dentists or lawyers, but in most cases it’s roofers. The roofing niche is presented as fairly easy and at the same time very profitable.

They say that since an average price of a roof is around $10,000-$15,000, you only need to get roofers one lead, and your SEO services have paid off.

This, of course, is very far from the truth since the profit margin of that 10-15 thousand is only 20-30%. But – they don’t know that. 😏

Seeing the roofing industry as an easy target, the majority of the SEO rookies find their victims there. In the dental or lawyer industry, the competition is very stiff and things are simply too difficult for them to handle.

Affordable Price, In-credible Value (Pun Intended)

Another card these rookies are playing on is affordability. That’s why they’ll win you over with wordy pitches and some REALLY great prices.

I mean, who would turn down $500 or $1,000-dollar deals that promise to bring you tens of thousands of dollars in revenue?

What you don’t know is that they’ll do just a couple of hours of very basic SEO and tell you (this is the true part) you’ll be able to see the results in a few months.

So you’ll keep paying them for the next 3-6 months and wait for the results to start showing. But – [SPOILER ALERT] there won’t be any.

Of course, once you realize you’ve been scammed, you’ll fire them. But they won’t really care because they’ve already taken your money and probably moved on to the next client.

And that’s how the scamming circle continues.

How to Recognize an SEO Fraud?

As much as 75% of SEOs are scammers, wannabe gurus, and inexperienced beginners. About 15% are high-level, globally-oriented agencies that don’t deal with local contractors.

That leaves you with only about 10% of dedicated SEO professionals who know how to work with local roofing contractors and how to do SEO.

The trick question is: how to tell whether your chosen agency belongs to the above mentioned 75%?

Here are the three main things that tell them apart:

1. They Offer SEO Services for a Couple Hundred Bucks a Month

Scammers will offer their SEO services for as little as $500. While that might look like a great deal, you first need to understand the amount of work that goes into SEO and compare the work with the price.

On average, a solid SEO campaign, done by a real marketing company, will require somewhere around 50 to 150 hours of work a month, even when the competition is not that tough.

You can’t expect someone to do any kind of quality work working for 5 bucks an hour. That’s not even minimum wage, which means it’s a scam from the get-go.

If working at a minimum wage, it already amounts to somewhere around $1,000 or more. This is still too low because you can’t expect a person who is supposed to increase your income to work for the same wage (or less) as the person flipping burgers at McDonald’s.

2. They Offer Predefined SEO Packages and Plans

Another thing you should steer clear from is SEO packages and fixed prices. Why? Well because every niche is different, every industry, every city, every market is different, demanding different approaches, techniques, and amounts of SEO efforts.

Professional SEO agencies will never have fixed prices and packages because they know how SEO works.

They know they have to make an estimate, strategize with the client, research their market, define long-term goals, understand what the client wants and needs, define a strategy and dive into the project. It is only then that the price can be defined.

Those who have predefined $500, $1,000, $1,500-packages, clearly don’t know how SEO works.

I mean, how can you know how much work an SEO campaign will require, what you will need to do for the client’s specific market, to rank them for their specific keywords, if you haven’t talked to your client, if you haven’t had a meeting, if you don’t know what their goal is for the next 12-36 months?

3. They Don’t Have Case Studies or References on Their Website

If the SEO agency doesn’t have case studies or references from previous clients on their website or in the offers they’ve sent you – make sure to ask for some.

Many roofers tend to overlook this, but it is extremely important and also one of the best ways of determining whether the company is legitimate or they’re certified scammers.

You need some proof that they have experience in your area, that they have successfully managed other SEO campaigns, and that their previous clients were satisfied with them.

So look for some case studies, or ask them to provide you with contacts of at least one or two former clients that you can call, and that will confirm and verify the SEO agency’s credibility.

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What to Look for Then?

Look for a roofing SEO company that offers complete marketing services. A company that will take care of every last detail and manage all the marketing efforts for you, from building the perfect web page, to creating the perfect ads.

Look for a company that provides results and reports them to you regularly. A company that adapts to the changes in the marketto the changes that Google frequently implements in their algorithms, and a company that understands the need to constantly adapt and improve.

A Few Examples of SEO Scammers


1. Use Our SEO Services, You’ll Get a FREE Roofing Website

First of all, I’d like to mention a company that often comes up in my correspondence with roofers.

They claim to be “talented local search experts” and “webmasters”, but they’re also talented in scamming local roofing business all over the US.

This company offers a FREE website to anyone who subscribes to uses their SEO services.

Fast forward a few months later when you decide you no longer need their SEO services and you want to finalize the cooperation.

That’s when you get burned with an unexpected surprise: you are not getting your website until you pay them the activation fee that was supposed to be free – $1,500 to be specific.     

Hey, that’s $1,500 for something that was originally FREE, according to the contract and the deal you made.

So there you have it – you either pay them to get your website, or pay someone else to build you a new one. Either way – you are losing money, and these scammers just move on to the next victim.

2. We Have Very Transparent SEO Packages that Provide Real Value

Here I will give you an example of a pricing structure I found, which I believe is complete nonsense.

(Remember: The package offer is already a warning sign in itself.)

This company’s SEO pricing structure is 6 mouse scrolls long. If you know nothing about SEO, the sheer length of the chart and the number of items it contains will make you feel confident that their packages provide real value for your money.

But let’s just stop for a moment and look at some of the items (commenting on all of them would make for another, separate blog post):

🚨 Pricing: On the one hand not enough to manage a real SEO campaign, on the other hand too much for the things included in the package.

🚨 Number of keyphrases optimized: Why only 80/150/300? Why not all of them? You can’t know what people will type into Google. You’re paying for more clients each month, not for rankings.

🚨 Google Analytics Setup W/ Conversion Tracking: You can set it up in 5 minutes.

🚨 Creation and registrations of sitemap.xml: Sitemaps are automatically generated by any of the available online tools in a matter of seconds.

🚨 Optimization of robots.txt & GoogleBot crawls: Done in a few minutes by adding or removing a few lines of text.

🚨 Ongoing Quarterly Keyword Reporting: You can track keyword rankings yourself completely free.

🚨 Keyword Rank Checker Access with Weekly Updates: Once again, you can track keywords yourself completely free.

I could go on to cover at least half of the items on their list, but it would be a separate blog post so I’ll just stop here.

3. We Have Plenty of Real Customer Testimonials

Now, this SEO company claims to offer “professional services” and “proven results”, and their Testimonials page is supposed to back up these claims.

But when you have a look at it, it just screams: Run, run as fast as you can.

Fake names, no surnames, no business references, poor English… A picture is worth a thousand words so I’ll just leave this here:

Final Piece of Advice

Finally, roofers, never hire agencies that don’t have experience in the roofing industry, that don’t know the difference between different types of roofs, between commercial and residential roofing, the types of roofing leads you are after, and where you can make the most out of your money.

They need to know about certain aspects of roofing and the services you offer in order to rank for the right keywords in the right location, and to get your money’s worth.

If you need any help, advice, or additional information on the subject, or have some suspicions about the agencies you are working with, feel free to contact me, or let me know in the comments below. I’ll be glad to help.

Matt Jacob

Matt Jacob

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.

What Are Google Local Service Ads [and Why Are They Important for the Roofing Industry]

What Are Google Local Service Ads [and Why Are They Important for the Roofing Industry]

Google goes to great lengths to try and match businesses with customers as simply as possible, minimizing the search process, as well as cutting out the middleman.

With Local Service Ads, it has gone one step further.

Local Service Ads 101

Google Local Services Ads has developed precisely for the purposes of meeting the needs of the local supply and demand.

Its main goal is to find the perfect match – the perfect client that requires your specific services at a specific area, or vice versa, the perfect service provider that matches all the requirements of the searcher/potential customer in a designated area.

So how does that work in practice?

First of all, it is very important to underline that with Google Local Service Ads you only pay for relevant, quality leads, i.e. those that are related to your business and are requiring your specific services. You won’t be wasting money on just any lead, or on just any click on your ad.

Here is how and why.

How Do LSA Appear in Google Search Results?

Local Service Ads (LSA) appear in the form of boxes at the very top of Google search results when people type in their specific query – above Ads, Maps and the organic results.

These boxes show the company name, phone number, city, ratings, number of reviews from Google My Business, and the “Google Guarantee” badge, which we’ll explain later.

For example, if people are searching for roofers in their area, three boxes/ads will appear, with the option below them to show more roofers in that area.

Now, once the searcher clicks on that option, or on the listing, they are prompted to specify the exact roofing service they need and the service area.

This is a type of screening process that allows businesses to be matched with real, quality roofing leads.

If you fit the area and the needed job, you will be matched to the customer, and if not, Google will connect them with another LSA and save you the cost.

If you’re a good fit, the potential customer will be able to see your entire profile containing all the services you provide, your service areas, as well as your licensing, background information, more reviews, and other highlights.

It's a match - Local Service Ads

If they are satisfied and you match their needs, they have the option to call you, i.e. call the number listed in the ad.

The displayed phone number will be Google’s tracking number and not your business’ number. Once the customer calls it, it will be forwarded to you.

It is very important to be diligent with your leads, answer the calls, or call back because, in the end, it is up to you to turn those leads into customers.

All of these incoming calls and leads are recorded in your account, and you can see and manage all the new leads, booked ones or completed ones, as well as ask for customer reviews.

Google Guarantee

An important feature of Google Local Service Ads, and very significant in building trust with potential customers, is the new Google Guarantee feature.

To put it simply, Google can provide a full endorsement for service providers, i.e. guarantee that they are verified and licensed, and also protect the customers along the way.

People trust Google, and the Google Guarantee will bring you both a better reputation and more leads.

What is the Google Guarantee

So how can you become “Google Guaranteed”?

You have to go through a certain screening process. This involves meeting all the licensing and insurance requirements and going through a background check.

The process is very thorough, and all the technicians employed at your company, especially those who go to customers’ homes, must pass the background check.

Additionally, you are required to report all new employees, as well as recertify periodically.

Local Service Ads Industries

Local Service Ads has reached a great variety of industries and markets across the US and is still spreading, with plans to go international in the near future.

For the moment, there are five main or core categories:

  • Electricians
  • Locksmiths
  • Plumbers
  • HVAC
  • Garage Door Service

Apart from those, there are 25 more, but not all services of the following industries are supported in all markets at the moment. They include:

  • Painter
  • Roofer
  • Carpet Cleaner
  • Upholstery Cleaner
  • Air Duct Cleaner
  • Handyman
  • Mover
  • Home Improvement Pro
  • House Cleaner
  • Appliance Repair Service
  • Junk Removal Provider
  • Auto Service Technician
  • Auto Glass Service
  • Roadside Assistance Service
  • Lawn Care Provider
  • Pet Care Provider
  • Pet Groomer
  • Event Planner
  • Photographer
  • Tree Service Provider
  • Pest Control Technician
  • Water Damage Service Provider
  • Window Service Provider
  • Window Cleaner
  • Tutor

How Do Local Service Ads Rank?

Another good thing about LSA is that it doesn’t require you to do the keyword research or ad testing. Google is the one that decides which keywords are relevant, and all you have to do is select job types or categories that you cover.

So how is the ad created then?

Well, Google creates it automatically when the relevant search terms are typed in, based on your business information from the profile you created.

Now that you know how they appear, let’s find out how exactly your ads will rank on Google.

There are several important factors that will result in a higher ranking:

  • Proximity to the customer, i.e. if you are in the area where the customer requires services
  • Good reviews and ratings
  • Responsiveness to customers
  • Business hours
  • No major or multiple complaints about your business

Ultimately, when it comes to ranking, it is practically out of your hands – Google deals with the entire process, you just have to make sure you are responsive and available for inquiries, and that you do quality work in order to get great reviews.

How to Get Started with Local Service Ads?

If you wish to sign up with Google Local Service Ads, the first thing you need to do is go to their signup page where you will enter all your relevant information, including verifying your licensing and insurance.

Local Service Ads Signup Process

After that, you will set up an estimated weekly budget and will receive leads according to it, i.e. you will pay for every lead, but will not go over your maximum weekly budget.

Once your budget is spent, your ad will not show up until the beginning of a new week.

But before you receive any leads, you first have to go through a verification process, as was described in the earlier section “Google Guarantee.”

Google will contract a third party which will then run your background check, as well as verify your insurance and licenses.

Once you are approved, you are in the business!

Local Service Ads and the Roofing Industry

When it comes to the roofing industry, one thing is certain – it is moving towards the digital marketplace – if it’s not already there.

It is important to acknowledge that because if we don’t –  if you, as a roofing business owner don’t – you stand to lose new customers, and risk staying behind the competition.

Google Local Service Ads is an upgrade and an ideal addition for your roofing business because it operates locally, and helps you connect with the perfect customer, the one that needs your specific services, in your specific area.

If their roof is leaking, for example, they don’t have time to waste on searching through numerous roofers, trying to find who is available or closest to them.

With LSA, your ad will appear at the very top of the search results, with all your info and the number they can call immediately.

This is another very important thing with LSA. They appear at the top, above everything else, above the organic search results. So, if you think that having a website for your business is enough, you could be mistaken.

Your website may be in the top ten or even top five search results, but these search results, as mentioned, are moving downwards quickly, due to the appearance of Ads and now LSA.

They are less and less visible, and these new types of ads are more and more visible – with LSA being the first thing you see.

Final Thoughts

Investing in digital marketing, and above all in Local Service Ads, is a smart move.

Many roofers that lacked proper digital marketing strategies have experienced a drop in the flow of leads and call volume.

On the other hand, however, those who have been using it the right way, jumping to the opportunities such as these local ads, and sticking with them for the long run, they have experienced a higher ROI.

Google has simplified the process of getting new leads, as well as cut your costs in paying for them, so jump on the bandwagon and reap the full benefits of it.

Matt Jacob

Matt Jacob

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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