How To Get 15 Commercial Roofing Leads In The Next 30 Days

Max Reznich

CEO, RoofEngine
How To Get 15 Commercial Roofing Leads In The Next 30 Days

Here at RoofEngine, we do our best to educate commercial roofing contractors on what's working when it comes to making your phone ring with quality commercial roofing leads.

You guys have been giving us awesome feedback on the RoofEngine Facebook page, and I want to thank you for that.

Back in August I wrote an article on commercial roofing that went viral on Facebook and was read over 1,300 times in the first week and shared 67 times.

The response was overwhelming.

We were flooded with messages from commercial roofers asking how to actually get more commercial roofing leads.

As the saying goes... Ask and you shall receive.

Before we jump into the how-to, let's start off with some proof.

Who knows... I could be making all of this up. It's the internet after all!

43 clicks from Google. 15 of which called for an estimate.

Cost per commercial lead = $32.97

This commercial roofing company in Oregon was able to get 15 leads in 30 days for $32.97. (Total cost was $494.55 for the month)

How did they do it?

It's pretty simple. They had their very own RoofEngine.

They used Google Adwords to rank at the top for keywords like "tpo roofing" and "commercial roofing contractors" and then sent those visitors to a simple website that gave the visitors what they were looking for.

The website did its job of getting people to call in. 35% of the visitors decided to call for an estimate or submit their contact information.

Math time:

43 Visitors x 35% Conversion Rate = 15 Leads

Even though they paid over $11.50 per visitor, it all worked out because the visitors were turning into leads.

The website did a great job of converting a new visitor into a lead, so we will start with the website.

The "Perfect" Commercial Roofing Website

This next part may surprise you.

It goes against the grain of what 99% of commercial roofing companies are doing with their website.

The main concept is... less is more when it comes to a commercial roofing website.

You don't need a fancy website with multiple pages for this to work.

In fact... it actually works better if you take all of the "important stuff" and organize it on just 1 page.

This is called a landing page.

There are no links to other pages and really not that much content.

We just need the essentials:

  • Your logo and phone number at the top
  • A good Call-To-Action (Ex: "Get A Free Estimate! Call 555-555-5555)
  • An explanation of your warranty
  • 4-6 pictures of commercial roofs you've done
  • A brief explanation of exactly why someone should pick you over a competitor

A lot of people and companies tend to hide their "best stuff".

(Like their website that converts 35% of visitors into a lead.)

Good news!

We don't that.

We keep things transparent and make it easy for you take action and succeed.

With that said... here's what the website looks like.

We condensed 5 pages of content down to just 1 page and left out the rest. This makes it easy for visitors to learn about the company and make the decision to either get an estimate or leave the website & move on.

Pretty cool, right?

"Ok Max, I know what the website is supposed to look like... but how do I get people to actually go to it?"

Well... let's talk about that next...

How to get people to your website

I'm sure you know, there are 100+ ways to get traffic and get yourself seen on the internet.

To keep it simple and avoid spending thousands of dollars on things that may potentially work... let's focus on just one predictable source of leads.

For this method, that source is Google Ads

Some of you may have already used Google Ads and had a bad experience.

Maybe you spent thousands of dollars and didn't get anything to show for it.

That's very common and you're not alone.

Here are the basics of setting up your Google Ads campaign.

Select Your Targeted Locations

Select a radius around your city, the whole state, or the counties you service.

If you're in San Diego and work within a 50 mile radius, it doesn't make much sense to show your ads nationwide.

This will get very expensive and you'll get a lot of calls from marketing companies trying to sell you on SEO or advertising.

I recommend carefully selecting only the areas you serve and displaying your ads to people in those areas.

Write Great Ads

When writing your ads, you have limited room for getting your main selling points across.

Make the most of your space by using a headline like "San Diego Commercial Roofing" and a sub-headline like "Get A Free 24 Hour Estimate".

Include your BBB rating, your warranty, and clear action that you want them to take.

For this to work, your ads need to stick out on Google and get attention.

See what your competitors' ads look like and try to out-do them.

Choosing The Best Keywords

Choosing the right keywords is very important. To keep tire kickers out and save money, make sure you're only going after keywords that have buying motivation behind them.

A keyword like "commercial roofing" is pretty broad. Someone looking into starting a commercial roofing company could be searching that (low buying motivation). On the other hand, a slight tweak to the second word like "commercial roofers" means they're searching for a commercial roofer (higher buying motivation). It makes a big difference and keeps you from wasting money on tire kickers.

For starters, keep it simple and choose just a handful of keywords. Here's a list that you can start with:

"commercial roofing companies"
"commercial roofing contractors"
"commercial roof repair"
"(your city) commercial roofing"
"(your state) commercial roofing"
"tpo roofing contractors"
"metal roofing companies"

Set Your Budget

When it comes to the budget, you can do a daily or a monthly budget. I recommend starting with no less than $50/ day or $1500/ month. This is enough to get the ball rolling.

Negative Keywords

To avoid spending your budget on junk traffic from people NOT searching for a commercial roofing contractor, you will want an extensive negative keyword list. Obvious negative keywords are things that homeowners may search for or anything DIY roof patching related that likely won´t lead to someone using your services. Here is our list of 1,554 Negative Keywords that we´ve been compiling since 2016. Link

I have multiple commercial roofers throughout the country using this strategy to get $1-4MM in extra commercial roofing jobs per year.

The sky is the limit when you know your numbers and have a system that you can scale.

Hopefully this guide has given you a new way of looking at commercial roofing lead generation.

You don't need to rely on referrals for leads anymore.

You can have your own system that gets you a steady stream of  roofing leads without breaking the bank.

Ready To Take Your Commercial Roofing Business To The Next Level?

If you really want to dominate and become the Apex Predator in your market, we should talk.

There is no competitive advantage like an abundance of highly qualified inbound leads.

What if you could get 20 to 40 highly qualified commercial leads every month... guaranteed?


Reserve your free discovery call now by clicking the button below.

Thanks for reading,

Max Reznich

CEO, RoofEngine

Max Reznich founded RoofEngine in 2016 after growing two roofing companies with inbound marketing. His mission is to educate, inspire, and enable every roofing contractor to build the business of their dreams using proven frameworks and marketing campaigns that have worked all over the United States since 2016.

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