Real World Examples: Ways to Advertise As a Roofer

by Joanna Donaghue, June 24th, 2021

Are you getting enough jobs? Is your phone ringing as much as you want it to? As a roofer, you just want to focus on doing one job right and moving onto the next. It can be a headache trying to figure out how to advertise your business the right way. From billboards to door knocking to digital advertising, it’s difficult to know where to start.

There are two ways you can advertise as a roofer: traditional or digital. Traditional advertising uses newspapers, billboards, radio, and television to promote your roofing business. Digital uses search engines, social media platforms, and video content to advertise your roofing services.

Today, the options for promoting your business seem endless. If you’re feeling stuck and don’t know which direction to go in, you’re not alone. In this article, you’ll learn about the different ways to advertise your roofing business so you can choose the right way for you.

Tradition Advertising

Billboard advertising

Billboards first became popular as a form of advertising in the 1860s. Businesses found that it was a great way to promote their brand and services to thousands of people. It can be easily seen by anyone at any time of day.

Is billboard advertising still effective today?
In the beginning of the 1900s, billboard advertising was a fast growing business. Big signs with colorful art were popping up everywhere. Over the decades, billboards have changed but still stayed with us. Some believe that billboards are a thing of the past, but are they? Here is what the research says.
• 71% of Americans consciously look at billboard messages while driving and many will take action on the information they learned.
• 37% report looking at an outdoor ad each or most of the time they pass one.
• 58% learned about an event, venue, restaurant, or activity they were interested in attending by viewing a roadside billboard.
• 26% noted a phone number written on a billboard and 28% noted a website address written on a billboard.

What’s the cost of advertising on a billboard? Billboards can be expensive depending on the size of the board and where it’s located. If you’re located in the city, you’ll be paying more to advertise than if you were in the country. Below are the costs for billboards in some large cities.
• Los Angeles: $2,000 to $15,000/month
• Chicago: $2,000 to $12,000/month
• San Francisco: $2,000 to $12,000/month
• Philadelphia: $1,500 to $12,000/month

Billboard Advertising for Roofers

Television advertising

Every day, millions of people sit down to watch their favorite shows or movies on TV. When a company promotes their product in a memorable way and frequently, people are more likely to purchase it. Nielsen found a 62% correlation between ad memorability and sales results. As well, television can help you build trust with your audience. Running an ad on TV makes your company seem bigger than it may be and an authority in the industry.

Is television advertising a good investment?
In 2019, companies spent roughly $66 billion dollars on running television ads. Hundreds of brands spend thousands each month on television advertising, but that doesn’t mean it’s a good choice. Research by Kellogg Insights found that the return on investment for TV ads is dismal. They found that many ads had a smaller, even negative impact, on sales than previous studies had shown. The major downfall of TV advertising is the inability to track conversions precisely, and this is why many companies end up reporting better sales than they’ve actually received.

What’s the cost of advertising on a TV? Television advertising can be one of the most expensive forms of advertising. If you want to run out of your marketing budget quickly, advertising on TV is a surefire way to do it. Like billboard advertising, the true cost of running an ad on TV depends on your market and location. Below are the average costs for TV ads in the US between 2014 and 2019.
• 2014: $124,664
• 2015: $125,323
• 2016: $126,333
• 2017: $134,048
• 2018: $116,386
• 2019: $104,735

Radio advertising

Radio ads have been around for a long time and are a great way to reach out to new audiences. Many roofing companies love using radio ads because they are quick, affordable and effective. Radio stations constantly analyze their audiences. They look at the demographics of the people listening to find out what content and personalities people like best. For this reason, it can be easy to target your perfect audience.

Should roofers advertise on the radio?
According to Leighton Broadcasting, AM/FM radio is still the most cost-effective advertising medium today. But like TV ads, the results from a radio ad can be hard to track. If you’re not running campaigns on a digital platform like Spotify, it can be hard to count your conversions or understand who is converting. If you’re going to run a radio campaign, we’d suggest providing listeners with a special code they can redeem. This way you can tell if anyone is taking action after listening to your promotion.

What’s the cost of advertising on a radio? Compared to billboard and TV ads, radio ads seem cheap. The average cost of running an ad campaign on radio varies between $200 to $5000 a week. The real cost for your company depends on the ad length, station, location, and demographic. Below is a list of prices for a 30-second radio in some cities.
• Portland: $141
• San Antonia: $81
• Salt Lake City: $99
• Baltimore: $165

Radio ads for roofers

Direct Mail advertising

In the beginning, direct mail was one of the most effective ways of advertising. To receive a promotional offer was a novelty. Big companies would send out coupons, brochures, and even letters. In the 1930s, companies spent an average of $282 on direct mail campaigns, which seems little but is $4,208.96 today. Over the decades, the effectiveness decreased. Today, many people consider promotional offers sent in the mail to be junk.

Is Direct Mail still effective?
Many older generations consider direct mail to be junk, but don’t let that dissuade you. According to USPS, direct mail is actually making a comeback. Younger generations who are unfamiliar with direct mail are more likely to convert from it.

What’s the real cost of direct mail advertising?
A direct mail campaign can cost a roofing company anywhere from $0.50 to $3.00. There are a number of factors that determine the cost such as volume, copywriting costs, quantity or mailing size, postage rates, and more. The target location can also play a big role in cost. Some neighborhoods may be more expensive to target than others.

Digital Marketing

Social Media

In the past decade, social media has been one of the fastest growing methods of advertising. Many companies are choosing platforms like Facebook, Instagram, Twitter, and Tiktok to promote their services. In 2020, Facebook’s advertising was 84.2 billion U.S. dollars. This just goes to show how popular it is among advertisers.

Does social media advertising work?
The answer to that question is yes. Social media advertising is a very effective and cheap way of reaching your target audience. Unlike other platforms, social media allows you to actually engage with your audience. Instead of simply promoting your product and leaving it at that, you can interact with your potential customers and convert them.

How much does it cost to advertise on social media?
The real cost of a social media ad campaign depends. For starters, not every platform is going to have the same CPC or CPM. Facebook might have a slightly higher or lower cost than Twitter or Tiktok. Like many of the other advertising methods previously mentioned, the cost varies greatly based on the audience, location, and time of day. Below are some examples of ad spend on the popular social media platforms.
• Facebook: $0.98 per click
• Instagram: $3.47 per click
• Twitter: $0.40 per click
• Tiktok: $1.00 per click

newspaper ad for roofers

Search Advertising

In the world of search advertising, Google dominates the space with Bing coming in second. Promoting your services on Google is one of the effective ways to generate new leads. Because your ad will only show to people who are actually interested in services you offer, the acquisition rate is high. In 2020, Google Ads generated 146.92 billion US dollars, almost double of Facebook’s revenue.

Are Search Ads effective at getting leads?
When people need their roof repaired or replaced, they turn to Google for solutions. For this reason, Search Ads bring in some of the hottest leads. We’ve seen our roofing clients get conversion rates from 15% to 20%. If you’re spending $100 a lead, this can provide a great ROI. From your ad, you can get people to call you or drive them to a landing page where they fill out a lead form.

How much do Search Ads cost?
For a roofer, search advertising can be competitive and expensive. Depending on where you live, the cost per conversion can range from $100 to $250. Many of our roofing clients will spend $3000 per month in their slow season and $5000 a month in their busy season. At first glance, this may seem pricey, but for the quality of lead you receive it’s very much worth it. Below are average cost per clicks for some roofing keywords.
• Roofers near me: $29.73 per click
• Roofers Dallas Texas: $24.39 per click
• Roofing company: $32.50 per click
• Residential roofers: $28.64 per click • Commercial roofers: $32.60 per click

YouTube Advertising

YouTube is one of the world’s most popular video platforms with 2-billion logged on visitors per month. Its incredible reach makes it easy and effective to target groups of people. For example, if someone is looking for roof repair or replacement, they could see your ad for your services while watching YouTube. While YouTube is a powerful tool for advertising, it takes some learning and experimenting to get good results.

Are YouTube Ads effective for roofers?
Marketers love to boast about the amazing ROI from their video ads, but are they really that effective? To answer that question, consider this: Both Amazon and eBay reported that video ads can increase the chances of a person making a purchase by 35%. Hubspot research showed that more than 50% of consumers want to see videos from brands. If you’re looking for a way to boost your sales and engage more with your audience, try doing video ads.

How much do YouTube ads cost?
The cost of advertising on YouTube depends on your audience and the format of your ad. YouTube offers different formats for advertising to choose from: bumper ads, trueview ads, discovery ads, and masthead ads. Typically, we’ve seen the cost of a YouTube advertising campaign be less than Google Ads but more than social like Facebook. Below are estimated prices of advertising on YouTube.
• YouTube Trueview / In-Stream Ads: $0.10 to $0.30 per view.
• YouTube Discovery / Display Ads: $0.30 per click.
• YouTube Bumper Ads: $1 to $4 per thousand views
• Masthead Ads: $1,000-$5,000

social media ads for roofers

Partnerships with Influencers

Partnerships are a great way to reach people that you wouldn’t have been able to on your own. Influencers are people with a following online. Often, brands will approach influencers to promote their products to their audience. Influencers can drive sales for a product or service. Businesses have reported that on average that they generate $5.20 for every $1 invested in influencer marketing. If you look on Instagram, Tiktok, and YouTube, you’ll come across many influencers in the roofing industry.

Is partnering with influencers worth it?
Anyone with a large audience can be counted as an influencer. Many homeowners will subscribe to blogs, YouTube channels, and Instagram accounts about home related topics. When someone they follow promotes your service, they’re much more likely to listen. If you’re looking to get your brand in front of as many homeowners as possible, try connecting with home improvement YouTube channels or blogs. The right partnership can be greatly beneficial for many years to come.
What’s the cost of advertising with an influencer?
It all comes down to the influencer who you’re partnering with and the size of their audience. Generally speaking, the bigger the audience the more costly it’ll be. In 2021, influencer marketing can cost anywhere from $1000 to $1 million. The exact number is impossible to give because it depends on the person. Don’t be discouraged by the costs. If you reach out to an influencer but don’t get a business deal, you can still build a friendship that might come in handy later down the road.

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