How to Get Roofing Leads in 2025: Complete Guide (Free + Paid Methods)

TL;DR - Jump to What You Need:
Free Methods (Start Today)
Google Local Services Ads
Meta/Facebook Advertising
Local SEO Strategy
Budget Planning
Common Mistakes to Avoid

Most roofing contractors are drowning in bad advice about lead generation. Door-to-door companies promise the moon. Marketing agencies sell you "revolutionary" systems that are just repackaged basics with a 500% markup. Lead buying services charge you $150 for a "qualified" lead that's been sold to five other roofers.

Let's cut through the noise.

After analyzing what actually works for small to medium-sized roofing companies in 2025, we've found that success comes down to combining free methods with smart paid advertising. No magic bullets. No secret hacks. Just proven tactics executed well.

Whether you're wondering how to get roofing leads as a new company or looking to scale your existing lead generation, this guide covers everything.

Your Roadmap to Success: What Actually Works

If you’re a newer roofing company, here is a rough plan for how to get started.

Month 1: Setting up Google Business Profile + asking for referrals = initial qualified leads

Month 2-3: Adding Google Local Services Ads = average $30-70 per lead

Month 3-6: Building local SEO foundation = steady growth in organic traffic

Month 6+: Full system running = consistent # of leads per month

Now you understand how to get roofing leads systematically.

The key? Start with what's free, add paid channels that actually convert, and build long-term assets that compound over time.

Free Methods That Work (Start These Today)

1. Google Business Profile - Your Foundation

Most roofers set up their Google Business Profile and forget about it. Big mistake.

What to do right now:

• Complete every single section (yes, even the boring ones)

• Add 20+ high-quality photos of your work

• Create service-specific listings ("roof repair," "roof replacement," etc.)

• Get reviews from every satisfied customer
  

The script that gets reviews: "Hey [Customer], we're wrapping up your project tomorrow. I'm going to text you a link to leave us a Google review - it literally takes 60 seconds and helps us help more families like yours. Can I count on you for that?"

Setting up GBP is crucial for anyone learning how to get roofing leads consistently.

2. Referral Program That Actually Runs

Most referral programs fail because they're not systematic. Here's what works:

Flexible Incentive Options:

• $250 referral bonus to existing customer

• $250 discount to new customer OR

• Free gutter cleaning for referrer

• $250 gift card (Home Depot, Amazon, etc.)

The key is making it valuable enough to motivate action without breaking your margins.

Track it simply (even a spreadsheet works) and ask EVERY customer at project completion.

3. Facebook Groups (The Right Way)

Forget spamming local groups with your "best prices guaranteed" nonsense. Here's the play:

• Join 5-10 local community groups

• Answer roofing questions helpfully (no sales pitch)

• When someone asks for recommendations, engage genuinely

• Share educational content occasionally

 

Google Local Services Ads - How to Get Roofing Leads Reliably

If you only do ONE paid advertising method, make it Google Local Services Ads (the "Google Guaranteed" badge).

Why it works:

• You only pay for qualified leads (actual homeowners needing roofing)

• Average cost: $30-70 per lead

• Close rate: 20-40%

• Shows up above regular ads

Setup requirements:

• Background checks completed

• License verification

• Insurance documentation

• Minimum 5-star reviews on your Google Business Profile

Budget reality:

• Start with $1,000/month

• Expect 15-30 qualified leads

• Track every lead ruthlessly

• Optimize based on actual job closures

We worked with a home services company who spent $1,500 on LSA in April, received 27 leads, and closed 8 jobs worth $28,800.

 

Meta/Facebook Advertising - When Done Right

Facebook ads work differently than Google - this is push marketing, not pull. You're interrupting people's scrolling, so your approach needs to match.

What Doesn't Work:

• "We're the best roofer in [City]!"

• Generic before/after photos

• "Call us for a free quote"

• Targeting everyone within 25 miles

What Actually Works:

Storm Damage Play (Use Strategically): Target homeowners in specific neighborhoods affected by recent weather. Show real damage examples. Offer free inspections with insurance expertise. Note: This works but shouldn't be your only strategy - storm seasons are unpredictable.

Limited-Time Offers: Push marketing responds well to urgency. Consider:

• "$500 off roof replacement this month only"

• "Free roof inspection + gutter cleaning through [date]"

• "Senior discount - 15% off in March"

Creative Variations That Convert:

• Video walkthroughs of recent projects

• Customer testimonial videos (real people, real stories)

• Educational content (5 signs you need a new roof)

• Drone footage of work in progress

• Time-lapse installation videos

• Problem/solution format (leaking ceiling → happy homeowner)

Retargeting Strategy: Most people need 7-12 touchpoints before choosing a roofer. Set up retargeting for website visitors and social media engagers (only if your audience size is large enough!).

When people ask how to get roofing leads through social media, these push marketing tactics are key.

The Budget:

• Minimum $600/month to see results

• Start with $20/day testing

• Scale what converts

• Kill what doesn't within 2 weeks

Here are some examples of effective Meta Ads for roofing and home services:

Local SEO - Your Long-Term Asset

Here's what actually moves the needle for roofing SEO:

1. Service-Specific Location Pages

Don't just create location pages - create pages for EACH service in EACH location:

• Roof Replacement in [City Name]

• Roof Repair in [City Name]

• Storm Damage Roofing in [City Name]

• Commercial Roofing in [City Name]

Include neighborhood-specific content, local photos and landmarks, and real information (not keyword stuffing).

2. Content That Answers Real Questions

Write about what homeowners actually search for:

• How much does a new roof cost in [City]?

• Signs you need a roof replacement

• How to choose a roofing contractor

Keep it simple. Use the words your customers use, not industry jargon.

3. Reviews, Reviews, Reviews

Google loves fresh reviews. Make getting reviews a non-negotiable part of your process.

The reality:

• Months 1-3: Setup and foundation (minimal traffic)

• Months 4-6: Starting to see ranking improvements

• Months 6-12: Steady lead flow increases

• Month 12+: Compounding returns

 

Budget Planning: What to Actually Spend

Bootstrapper Budget ($0-500/month):

• Google Business Profile (free)

• Referral program (pay on success)

• Social media engagement (time investment)

• Manual review requests

DIY Budget ($500-1,500/month):

For roofers ready to invest but handling execution themselves:

• Google Local Services Ads ($500-1,000 ad spend)

• DIY SEO basics (creating service-specific location pages)

• Basic review management tools ($50-100)

• Self-managed Google Business Profile

• Manual Facebook Group engagement

This level works if you or someone on your team can dedicate 5-10 hours weekly to marketing tasks.

Growth Budget ($3,000-5,000/month):

This is where professional marketing starts paying real dividends:

• Google Local Services Ads ($1,500-2,000 ad spend)

• Google Search Ads campaigns (begin testing high-intent keywords)

• Local SEO (comprehensive strategy including service-specific location pages)

• Content creation and optimization

• Professional management ($3,000+ agency fees)

This budget level lets you work with experienced agencies (like us - minimum $3,000/month for managing Google Ads & SEO, plus ad spend) who can execute strategies properly.

Interested in learning more about our approach?

Book a free strategy call.

Scale Budget ($5,000-10,000/month):

• Google LSA ($2,000-3,000 ad spend)

• Google Search Ads campaigns 

• Meta Ads ($1,000-2,000)

• Comprehensive SEO 

• CRM/automation tools

• Full-service management with dedicated strategy

Reality check: Most small to medium roofers see best ROI starting at the Growth Budget level where professional management ensures every dollar works hard.

 

Common Mistakes Costing You Leads

1. Buying Lead Lists

Those $50 HomeAdvisor/Angi leads? You're competing with 3-5 other roofers. Your close rate tanks. Math doesn't work.

2. Ignoring Review Requests

Every completed job without a review request is leaving money on the table. Make it systematic or you won't do it.

3. Mobile-Unfriendly Website

With roughly half of roofing searches happening on mobile devices, your site needs to work flawlessly on phones. Slow loading times or poor mobile experience means losing leads before they even call.

4. No Tracking System

If you can't tell which leads came from where and which closed, you're flying blind. Use call tracking at minimum.

5. Expecting Instant Results from SEO

SEO takes 3-6 months minimum. Anyone promising page 1 rankings in 30 days is lying.

The 90-Day Action Plan

Month 1:

• Optimize Google Business Profile completely

• Set up review request system

• Start asking every customer for referrals

• Document your best work (photos/videos)

Month 2:

• Launch Google Local Services Ads

• Begin Facebook Group strategy

• Create 3-5 service area pages on website

• Get 10+ new Google reviews

Month 3:

• Analyze LSA performance, optimize

• Begin testing Google Search Ads campaigns

• Double down on what's working

• Start regular content creation

• Build email list for past customers

The Bottom Line

Stop chasing shiny objects. Stop buying overpriced lead lists. Stop believing anyone who promises instant results.

Learning how to get roofing leads isn't about magic tricks - it's about combining proven methods. The roofing companies winning in 2025 are doing three things well:

1. Maximizing free channels (GBP and referrals)

2. Investing in Google Local Services Ads (highest ROI paid channel)

3. Building long-term assets (local SEO, content, email list)

Start with what you can do today. Add paid channels when you have budget. Track everything ruthlessly. Optimize constantly.

That's how you build a predictable lead generation system that doesn't depend on knocking doors in 100-degree heat or praying for the next hailstorm.

 

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Frequently Asked Questions

Q: What's the fastest way to get roofing leads? Google Local Services Ads. You can have leads coming in within 48 hours of approval. Expect $30-70 per qualified lead. 

Q: How much should I budget for lead generation? For professional management, expect $3,000-5,000/month for 2-3 marketing channels, plus ad spend. However, you can start with the DIY approach at $500-1,500/month if you have time to manage campaigns yourself. The key is ensuring proper execution and optimization regardless of who's running it.

Q: Do I need expensive software or CRM systems? Not at first. Start with spreadsheets and basic call tracking. Invest in software once you're generating consistent leads and can't manage volume manually.

Q: How long does SEO take for roofing companies? 3-6 months to see initial results, 6-12 months for significant lead generation. It's a long game but compounds over time.

Q: Are Facebook ads worth it for roofers? They can be, but Google LSA should be your priority. Facebook works better for limited-time offers and retargeting since it's push marketing, not pull.

Q: Should I buy leads? No. You're competing with multiple roofers for the same lead at inflated prices. Build your own lead sources instead.

Q: What's the best way to get reviews? Ask every customer at project completion. Send a text with the direct Google review link. Make it a non-negotiable part of your process.

 

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Ready to stop wasting money on leads that don't close? We help roofing companies build predictable lead generation systems that actually work. No long-term contracts. No BS. Just results.

Book a Free Strategy Call.