Lead Generation
for Roofing

Roofing has two dynamics most home service businesses don't: storm-driven demand spikes and insurance claim leads. A plumbing company gets consistent lead flow year-round. A roofing company might generate a significant portion of its annual revenue in a six-week window after a major storm, and the leads during that window have a 24-48 hour decision window before they call someone else. Building a system that handles normal lead flow and can scale 10x during storm events requires different infrastructure than standard lead generation. Insurance claim leads also require a separate capture system because the search behavior is different: homeowners searching "how to file a roof insurance claim" need dedicated pages and nurture sequences specific to the claim process, not generic roofing service pages.

Speed of response matters most. Storm damage homeowners search immediately after an event and call the first several results they find. Beyond that, dedicated storm landing pages that speak directly to storm damage convert better because they address the customer's immediate situation. Hail damage pages, wind damage pages, and insurance claim pages each target a different point in the storm homeowner's research. Google Ads campaigns pre-built for storm events and ready to activate within hours of a weather event capture search volume before competitors who build campaigns from scratch after the storm.

LSA appears above standard Google Ads for many roofing searches and charges per contact rather than per click. Google verifies your license, insurance, and background check before displaying your profile, creating a trust signal that matters especially in roofing because the industry has a scam reputation. Homeowners who see the Google Guaranteed badge know the contractor has been verified. LSA leads convert at a higher rate than standard PPC clicks in most roofing markets because the trust barrier is lower. Typical cost per LSA contact runs $30-$70 depending on market, reasonable given average roofing job values.

Standard Google Ads roofing leads typically cost $40-$90 per call in most US markets, higher in competitive metros. The metric that matters more is cost per signed contract, which factors in your lead-to-close rate. A $70 Google Ads call that closes at 50% on a $14,000 job is strong economics. An $80 call closing at 15% is not. We track cost per signed contract by lead source so budget decisions reflect actual revenue outcomes.

The storm response protocol covers three scenarios: call overflow during business hours when all crews are deployed, after-hours calls, and online inquiries through landing pages. For overflow, the missed-call text-back responds within 60 seconds, acknowledges the company is on active storm jobs, and asks the homeowner for their address and situation. For after-hours, the sequence explains next-morning availability. For web submissions, an immediate auto-response confirms receipt with a realistic timeline. During a major storm event, response speed is the primary differentiator because homeowners are contacting multiple companies simultaneously.

Yes, but the systems differ. Residential leads come through Google Ads, LSA, storm landing pages, and organic search. Decisions happen quickly, often within days of a storm. Commercial leads (property managers, building owners, HOAs) typically come through targeted outreach and longer nurture cycles with multi-week to multi-month sales cycles. We build separate lead capture and nurture approaches for each segment when a roofing company is pursuing both markets, because mixing them into one undifferentiated system produces worse results for both.