Long decision windows.
The average roofing decision takes weeks to months. Standard retargeting windows aren’t long enough. We build retargeting architecture out to ninety days, with creative variation across the funnel.
03 . Roofing
The longest decision cycle in home services.
Ticket sizes are high. Decision cycles are long. Demand is seasonal. The retargeting architecture matters more here than any other home services vertical.
01 . Challenges
Four things most roofing agencies miss.
Insurance and storm dynamics.
Insurance claims and post-storm demand surges are a separate funnel from organic renovation demand. They need different campaigns, different copy, different bid strategies.
Lead quality variance.
Roofing lead quality varies wildly by channel. Tracking which channel produces the leads that actually close, not just the leads that come in, is the entire game.
Seasonality.
Demand spikes in spring and after storms. Off-season, the funnel needs to fill itself differently. We pre-build the seasonal flex into the campaign calendar.
02 . System
The roofing system, top to bottom.
- 01Google Search, segmented by intent and insurance status.
- 02Performance Max, structured.
- 03Meta, ninety-day retargeting funnel.
- 04Local Services Ads, where applicable by region.
- 05Google Business Profile optimization.
- 06Call tracking, with lead quality scored back into the campaign data.
Lead quality is the only metric that matters.
The first call looks at where your roofing leads are coming from, and which channels are producing the leads that actually close.