How Much Should a Roofing Company Spend on Marketing?

“You miss 100% of the shots you don’t take.”

The famous Wayne Gretzky quote applies to many things in life and business—including the roofing company spend on marketing budget. Ad spending and return on investment (ROI) are not guarantees. Sometimes, you just have to take a shot. However, the key to making that shot count is preparation. You need a solid game plan (strategy) and the right team (marketers) to maximize your chances of advertising success.

Setting a well-structured marketing budget is essential for roofing companies to manage their marketing efforts and achieve business goals effectively. By planning and allocating resources wisely, companies can optimize their spending and ensure the best return on investment. Since many roofing entrepreneurs fail to plan their marketing budgets, we have a detailed roofing SEO guide.

Understanding the Roofing Company Marketing Budget

Your company’s annual revenue is a good starting point for determining your marketing budget. Most industry experts recommend allocating 5-10% of your revenue to marketing efforts. This range provides enough flexibility to balance essential advertising campaigns while accounting for the unique needs of your business.

For instance, if your roofing company generates $500,000 in annual revenue, a 5% budget would translate to $25,000 annually, while a 10% marketing budget for roofers would be $50,000. The actual percentage you choose depends on several factors, such as:

• Business Goals: Do you want to maintain your current customer base or aggressively expand into new markets? Ambitious growth goals may require a larger marketing budget.
• Market Competition: If you operate in a highly competitive area, you must allocate more resources to outperform your competitors.
• Marketing Strategies: The channels and strategies you choose (e.g., SEO, PPC, social media, or direct mail) will also influence your budget.

Knowing exactly how to allocate your marketing and advertising spend is complex. That’s where having the right team comes into play. From conducting market research to creating content, your exact budget breakdown will depend on the talent at your disposal (Links to: How Much Does Roofing SEO Cost?). An example plan may look like:

• Google Ads & LSAs: 30% 
• SEO & Content Marketing: 30% 
• Social Media Ads: 15%
• Local Outreach: 15% 
• Miscellaneous: 10% (e.g., unplanned opportunities, trade shows, promotional items)

Recap: Remember how did we learn to get started with roofing SEO? read it again so that you don’t miss the foundational concepts.

Factors Influencing Roofing Business Advertising Costs

Marketing costs can vary widely depending on the tactics employed. Here’s a breakdown of key factors to consider:

Digital Advertising Expenses

Digital marketing techniques, for instance, search engine optimization (SEO) and pay-per-click (PPC) advertising, are often the most optimal spend for roofing marketing. SEO efforts typically require an upfront investment of $1,000–$3,000 monthly for ongoing optimization. Meanwhile, PPC campaigns might demand $5,000–$10,000 monthly, depending on your target keywords and competition. You must also be aware of the upfront payment to roofers and count it in the expense.

Traditional Marketing Channels

While digital channels dominate today’s marketing landscape, traditional advertising, such as radio spots, billboards, and direct mail, can still be valuable. The cost of these channels can range from a few hundred dollars for a local newspaper ad to several thousand dollars for a month-long billboard campaign.

Local Advertising and Branding

Dominating your local market should be a priority. Tools like Google My Business and localized PPC campaigns are cost-effective ways to connect with potential customers in your area.

Content Creation and Management

Regular blog posts, case studies, and videos can help establish your roofing company as an authority in your field. Depending on the volume and quality of content, content creation costs might range from $500 to $5,000 per month.

Tips for Budgeting Marketing Costs Effectively

When determining roofing business advertising costs, follow these effective budgeting tips to save money while achieving the perfect result. 

 Focus on High-ROI Strategies

To get the most out of your marketing spend, prioritize strategies that provide measurable results:

• Roofing Search Engine Optimization (SEO) can boost your organic rankings and drive consistent traffic to your website. Unlike paid ads, SEO delivers long-term benefits.
• Pay-per-click advertising (PPC) allows you to target specific keywords, such as “roofing services near me,” and appear at the top of search results. While it requires continuous funding, the immediate leads it generates can offset the costs.

Invest in Local Advertising

Roofing companies thrive on local business. Therefore, local advertising channels should be central to your strategy. Use tools like:

• Google Ads: Target specific ZIP codes to reach homeowners in your service area.
• Social Media Ads: Platforms like Facebook and Instagram allow hyper-local targeting to engage nearby customers.
• Local Partnerships: Collaborate with real estate agencies or local businesses to cross-promote services.

Track Campaigns for Optimal Spending

One of the roofing companies’ biggest mistakes is spending money on marketing without tracking results. Use analytics tools to monitor your campaigns’ performance and adjust your spending accordingly.

• Track Conversions: Set up tools like Google Analytics and track how many leads become paying customers.
• Refine Ad Spend: For PPC, focus on high-converting keywords and eliminate those that don’t perform well.
• Measure ROI: Calculate the revenue generated from each campaign to understand which strategies are worth scaling.

Balance Roofing SEO with Other Marketing Efforts

An SEO company is critical for building a strong online presence, but combining it with other efforts can amplify your reach. For example:

Digital marketing for roofing contractors allows you to rank for various keywords and educate potential customers simultaneously. In addition, combining PPC with social proof, such as customer reviews, increases the likelihood of converting clicks into leads.

See what are the SEO services for roofers and how effective SEO strategies can help you save money in the long run.

When Will You See a Return on Your Investment?

Advertising is a process. Sometimes, you’ll see relatively quick returns. Google Ads, for example, can start bringing in leads within days to weeks. On the other side, content marketing and SEO efforts take time—usually 3 to 6 months—before they start yielding meaningful results. 

You can track your ROI using tools like Google Analytics to monitor conversions and adjust your strategy. You must also consider the cost of roofing SEO for better planning. Regularly evaluate what’s working to fine-tune your campaigns and ensure you get the most out of your advertising spend.

Conclusion

Determining the proper roofing company marketing budget depends on revenue, goals, and competition. Allocating 5-10% of annual revenue is a solid starting point, and it can be adjusted based on performance and market dynamics.

You can ensure optimal spending and sustainable growth by prioritizing high-ROI strategies like roofing SEO services and PPC advertising, investing in local campaigns, and continually tracking the effectiveness of your campaigns. Balancing these efforts with diverse marketing channels will help your roofing business stand out in a competitive market.

Take the time to evaluate your marketing strategies regularly and remain adaptable. Join us at Brand Surge—your perfect marketing team and witness your roofing business achieve long-term success with the right investment and planning.

FAQs: Get Your Answers Now!

1. How much of my roofing company’s revenue should be allocated to marketing?
   Most industry experts recommend allocating 5-10% of your annual revenue to marketing. This ensures enough flexibility to balance essential campaigns and align with your business goals.
2. What are the most cost-effective marketing strategies for roofing companies?
   High-ROI strategies such as SEO and PPC advertising are excellent for roofing companies. SEO offers long-term benefits with ongoing traffic, while PPC generates immediate leads, especially through targeted campaigns like Google Ads.
3. How do I calculate my roofing business’s marketing ROI?
   To calculate ROI, track conversions using tools like Google Analytics. Measure the revenue generated from each campaign and refine ad spend based on which strategies deliver the best results.
4. Is traditional marketing still effective for roofing companies?
   Yes, traditional marketing channels like radio ads, billboards, and direct mail can still be valuable, especially in local markets. However, digital marketing is often more cost-effective and measurable.
5. How long does it take to see a return on investment from roofing marketing efforts?
   Digital ads like Google Ads can bring quick results, often within days or weeks. SEO and content marketing, however, typically require 3-6 months to yield significant results. Tracking performance throughout is key to optimizing your strategy.