How We Built a $1.4M Commercial Roofing Sales Pipeline in 30 Days With Just Google Ads and a Phone
Growing a commercial roofing company from the ground up doesn't have to be complicated. Here's exactly what we're doing...
Max Reznich
I launched RoofEngine in the spring of 2016.
Since then, I've had the pleasure of helping commercial roofing contractors sell over $100M in commercial roofing jobs.
90% of the time, they had everything it took to grow, except for the right leads.
That's where RoofEngine would come in, we could keep them busy, looking at commercial roofs without a problem.
But I would often get asked...
"If you're so good at this, why are you not a commercial roofer?"
Well... I got tired of not having a good answer.
So in May of 2025... I decided to take the leap and get into the commercial roofing game myself.
I partnered with a few very intelligent and capable guys, and we were off to the races.
Our approach is simple, use Google Ads to get an initial influx of highly qualified commercial roofing leads, and layer on top an outbound Warm Calling strategy to turn 1 inbound lead into 2-3 more leads.
This is a case study of what we've done to in our first 30 days of operation.
Inbound Marketing
$2,600 spent on Google Ads
5 Commercial Leads Generated
4 Commercial Inspections
1 Commercial Job Sold & Completed ($9,600)
$134,000 total estimates delivered
Outbound Marketing
178 Calls Made
4 Inspections Scheduled
3,000 squares of roofs
Total Sales Pipeline Value: $1,400,000
If you’re tired of marketing gimmicks and want a practical, proven approach to commercial roofing sales—this playbook is a good starting point.
The Process
Step 1: Capture Intent With Google Ads
We ran a Google Ads Campaign to get eyeballs on us from commercial building owners and managers when they’re actively searching for a commercial roofer.
We targeted keywords with clear buyer intent. Nothing fluffy—just “commercial roof repair Kansas City” and variants.
That $2,600 generated five solid inbound leads.
Next, we directed that search traffic to a conversion optimized website that differentiates us from the competition by highlighting our focus on our unique inspection process
Step 2: Always Answer The Phone
When the phone rang, we did our best to not fumble it.
We qualified hard in the first call, explained our process, and set the stage for a premium experience.
The goal is to start the sales process right on the call and provide value and insight ASAP.
They’re likely calling multiple contractors, so we wanted to set ourselves apart from the get go.
Step 3: Schedule The Moisture Mapping Inspection
We scheduled a comprehensive moisture mapping inspection, prepared a RoofMRI grid, and then conduct the inspection on the scheduled date.
We didn't just walk roofs, we used a Tramex RWS meter to take moisture readings at every square, then present the data in an easy to understand format so there’s no confusion or question as to the true condition of the roof.
This process can take hours but it does a great job of making other commercial roofers look rushed and not as diligent - effectively thinning the competition.
We scheduled a day and time to come back and present our findings and proposal in person (3-5 days later).
The idea is that this is more effective than emailing or dropping off a bid as it gets you more face to face time with the building owner.
Presenting everything in person allowed us to build more rapport, gauge interest in our proposed options, and handle objections right away.
Step 5: "Warm Call" Neighboring Buildings
Next, our in-house outbound sales development representative (SDR) will warm call the nearby commercial buildings, informing them that we just did a thorough roof inspection for their neighbor and would be happy to do one for their building free of charge.
Name dropping a neighboring building is very effective at getting people’s attention and not having them hang up on you right away.
Accomplishments Of Month 1
Our first sold job was a marijuana growing operation, little guy at just 3200 sq ft. It took us only 7 days to close this one from the time we launched the business. A small win, but we were thrilled none the less.
Our second lead, coincidentally, was another marijuana growing operation, this one was larger at 65 sq and was in pretty rough shape.
We bid $82,000 for a 10 year system and $88,000 for a 20 year system. We’re feeling confident that we’ll win this job next week.
Our third inbound lead was a real estate investment group with a 200 sq building.
We bid a $9,000 repair and a $85,000 replacement.
They have hundreds of commercial properties in their portfolio, and are taking us up on our free moisture mapping service for a few more buildings next month.
This just goes to show the importance of having a super high value inspection process - it opens more doors and allows you to get on more roofs.
Think of this as our Trojan Horse gift. It's a lot easier to get on roofs when you have something of value to deliver and present rather than just an estimate.
Outbound Marketing
From our outbound marketing, we scheduled 4 inspections.
The highlight, of course, is the 2,660 sq manufacturing facility.
We noticed that the roof was in rough shape from Google Earth, and brought this up on the initial call.
They told us we were right on the money, and that they have been having leaks and were looking to get the roof replaced.
This roof, God willing, may be our first million dollar job - sourced in our first month of operation.
Lessons Learned
Commercial roofing marketing has no magic bullets.
You need a comprehensive inbound/outbound strategy to not leave money on the table.
One job can make any marketing campaign very profitable so it pays to have more than one fishing pole in the water.
You just never know where that next whale will come from.
Relevancy is key with outbound marketing.
Calling 1,000 building owners and offering a free inspection will get you on some roofs.
Calling 50 building owners around a roof you’re currently doing and mentioning it specifically will get you hung up on less and as a result, on more roofs.
Pick up the phone when it rings.
As simple as it is, nothing else in your marketing matters if you can’t answer the phone consistently and without fail.
Face to face time with the decision makers goes a long way.
Don’t email or drop off bids without sitting down with the decision maker to review everything in detail.
A dialed in Google Ads campaign is the highest leverage source of leads.
One lead from Google is worth ten from outbound because they were searching for you, you weren’t searching for them.
I’ve seen the commercial roofers I work with spend $90,000 on Google ads to sell $6M to $9M in commercial roofing jobs year to year.
Avoid becoming a commodity at all costs.
Differentiate yourself in your marketing, inspections, estimates, and sales process to avoid being compared to every other commercial roofer.
The bar is set pretty low, so a bit of attention to detail at every step will go a long way.
Here is my business partner’s arm after completing our first job - look at those tan lines of success.
Want tan lines of success like that too?
Book a free Discovery Call with my team.
No fluff. No pressure.
We’ll show you how to grow your commercial roofing company using the same system we're using.
Let’s get you selling more commercial roofs!
Thanks for reading,
Max Reznich | Founder
Max Reznich
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.