Marketing for roofing companies. Glasgow-based, working with roofers across the UK.
Roofer marketing that fills the diary with the right jobs.
We’ve spent over 10 years marketing roofing companies and have helped roofers grow into multi-million-pound businesses. We work with several roofing firms today and generate 30 to 50 leads a month for each of them, on modest budgets.
10+ years marketing roofers · Rated 5.0 on Google · No minimum contract
What actually works for marketing a roofing company?
For most roofing companies, the best leads come from three places: Google search, Google Maps and word of mouth. Homeowners don’t browse for a roofer. They search when there’s water coming through the ceiling, slates on the driveway or a quote they don’t trust, and they usually ring the first roofer who looks established and is easy to call.
So the marketing that pays is practical: a Google Business Profile that ranks in the map results for the towns you cover, a separate page for each service you offer (roof repairs, re-roofs, flat roofs, roughcasting, fascias and gutters, chimney work), Google Ads aimed at your most valuable jobs, and a steady flow of reviews. Lead platforms like MyBuilder and Checkatrade can fill gaps, but you’re up against several other roofers on every lead and paying for the privilege.
We’ve been doing this for roofing companies for over a decade. One Glasgow roofer we work with grew from under £100,000 a year to around £2 million in turnover over five years, driven by SEO. For a step-by-step breakdown, read our guide on how to get more roofing leads.
What we do for roofers
Every part of a roofing company’s marketing, run by one team.
Take the lot or just the part you need. Either way, it’s aimed at the jobs you want, in the areas you want to work.
SEO for roofers
We build a page for every service and every main town you cover, so you can rank for searches like “roof repairs Hamilton” or “flat roofer Paisley”, not just your company name. This is the work that compounds: the leads keep coming without paying per click.
Google Maps and your Business Profile
On a phone, the map results take most of the clicks for “roofer near me”. We set up your categories, services and service areas properly, add photos of real jobs, and put a simple system in place for getting reviews after every job.
Google Ads for roofing jobs
Campaigns aimed at re-roofs, flat roofs, roughcasting and urgent repairs, with the searches that never become a job blocked: “roofing jobs”, “roofer salary”, “how to fix a slipped slate”. When a storm hits, repair searches jump, and we move budget to meet them.
Roofing websites that get the call
A website that loads fast on a phone, shows your own work, explains your guarantees and accreditations, and puts the phone number where a thumb can reach it. Most homeowners check the website before they ring, even when they found you on Maps.
Reviews, photos and video
Roofing is a trust purchase. Customers worry about cowboys, so before-and-after photos, video of your team on the job and a steady stream of Google reviews do as much selling as any ad. We help you capture all three without it taking over your day.
Tracking you can check
Every call and form is tracked back to where it came from, so you can see which channel and which type of job is bringing in work, and what each lead cost. You get the figures every month in plain English.
Beyond Google search
Social media and AI search bring in roofing leads too.
Google search isn’t the only place homeowners find a roofer any more. These two channels bring in real enquiries for our clients.
Lead-generation social media campaigns
We’ve run successful lead-generation campaigns on Facebook and Instagram that put your work in front of homeowners in your area before they start searching. For roofers, before-and-after re-roofs, roughcasting transformations and short videos from the job make the strongest adverts, with a simple quote form people can fill in without leaving the app. More about social media.
Enquiries from AI search
Our clients regularly see enquiries come in from AI search, from homeowners who asked ChatGPT, Google’s AI answers or a similar tool to recommend a roofer near them. Those tools favour businesses with clear service pages, genuine reviews and consistent details across the web, which is exactly what we build. More about SEO and AI search.
How it works
Roofing work follows the weather. Your marketing should too.
Storms bring a rush of repair calls. Spring and summer are when people plan re-roofs and roughcasting. Winter is leaks and emergencies. We plan your marketing around that pattern instead of running the same thing all year.
1
Audit
We look at your website, Google Maps profile, reviews and any ads you run, then at the roofers who are beating you in your towns, and show you exactly why.
2
Pick the jobs and areas
Which jobs make you the most money, and where do you want to do them? There’s no point chasing gutter cleans 40 miles away if re-roofs on your doorstep are what pay.
3
Build and launch
Service and area pages, your Google Business Profile, call and form tracking and, if it suits you, Google Ads. You approve everything before it goes live.
4
Tune and report
Every month you see leads, where they came from and what each cost. We shift effort with the seasons and towards whatever is bringing in the best jobs.
Been let down before?
Why most roofing marketing doesn’t produce work.
Roofing is one of the most competitive trades online, because a single job can be worth thousands. That attracts agencies selling the same package to every roofer in town. Here’s what usually goes wrong.
“The roofers who win online aren’t the ones spending the most. They’re the ones whose marketing is aimed at the jobs they actually want, in the towns they actually cover, with proof on the page that they do good work. That’s what we build.”
Yas, Director
One page trying to rank for everything
A homepage that lists every roofing service and every town will rank for none of them. Google wants a page about flat roofs in Motherwell for someone searching “flat roofs Motherwell”.
Paying for the wrong clicks
Ads showing for job seekers, DIYers and towns you don’t cover. In roofing, where clicks are expensive, that wastes money fast.
No proof on the page
Stock photos, no reviews and no guarantees. Homeowners worried about cowboy roofers go back and ring the one with real photos and 80 reviews.
Relying on lead platforms
Bought leads get sent to several roofers at once and turn every job into a price war. Your own marketing brings customers who called you and nobody else.
Results for roofing companies.
30–50 leads a month
Per roofing client, on modest budgets
£100k to £2 million
Roofing company, Glasgow, from SEO, turnover over five years
30+ jobs quoted in a week
Essential Roofing, Perth, as the director says on video
We don’t publish client names without permission. Ask and we’ll put you in touch with roofers we work with.
Roofer marketing questions
What roofing company owners ask us.
How many leads can a roofing company expect from marketing?
Our roofing clients typically get 30 to 50 leads a month each, on modest budgets. What you’ll get depends on your area, how competitive it is, the services you offer and how much you invest. We’ll give you a realistic figure for your market after the audit, not before.
Is SEO or Google Ads better for roofers?
Both have a job to do. Google Ads brings enquiries within weeks and lets you switch on extra work when you need it, for example after a storm. SEO takes a few months to build but keeps bringing leads without paying per click. Most of our roofing clients use ads to get the phone ringing while SEO builds underneath.
How long does SEO take for a roofing company?
You can usually see movement in the Google Maps results within the first couple of months once your profile and reviews are sorted. Ranking for competitive searches in a city takes longer, often six months or more. Smaller towns are usually quicker.
How much does roofer marketing cost?
It depends on where you’re starting from and the market you’re in. We review your existing online presence and your area first, then explain the cost and the return you can expect for it. Ad spend, if you run ads, is separate and paid directly to Google.
Should I stop using MyBuilder or Checkatrade?
Not straight away. Keep them while your own marketing builds, then decide based on the numbers. Many roofers find they rely on them far less once their own website and Google profile are bringing in direct enquiries, which don’t go to five other roofers at the same time.
Do you work with roofers in my area?
We work with roofing companies across the UK, and almost everything can be done remotely. If we already work with a roofer covering the same towns as you, we’ll tell you before we start.
Can you get my roofing company recommended by ChatGPT?
Nobody can guarantee it, but we can make it much more likely. AI tools recommend businesses that have clear pages about each service, plenty of genuine reviews, and consistent details across directories and the wider web. That’s part of our SEO and AI search work.
Find out why the phone isn’t ringing more.
Send us your details and we’ll put together a free audit of your roofing company’s website, Google Maps profile and ads. You’ll get a plain-English rundown of:
- Where you rank for the roofing jobs you want, town by town
- Which roofers are beating you, and why
- Whether your ads are paying for searches that will never become a job
- The three fixes that would bring in the most work
Over 30 jobs quoted in a single week
Michael at Essential Roofing in Perth stopped using MyBuilder and quoted over 30 jobs in one week, within months of starting with us.
Rated 5.0 on Google
Prefer to talk? Call 0141 378 0881, WhatsApp 07542 737977 or email hello@istratagem.co.uk.