The phone after 5pm
A leak call that rings out is a job that went to whoever answered next. You paid for that click either way.
Roofing
Marketing for roofing companies. One flat monthly fee.
Storm work and planned replacements arrive through the same channel, cost about the same to acquire, and are worth wildly different amounts. Separating them is most of the job.
The problem that belongs to roofing
Your demand is lumpy in a way most trades are not. A storm rolls through and the phone does not stop for nine days, then it goes quiet and the crews are looking at you. The emergency leak call and the planned full replacement come through the same channel, cost roughly the same to acquire, and are worth wildly different amounts. Treated as one undifferentiated stream of leads, the mix drifts wherever the weather sends it.
Smoothing that is a job. It is negative keywords, bid changes by season, a different message in the quiet months, and a follow up sequence that reopens the quote somebody sat on in March. None of it produces more leads this week. All of it produces more revenue this year.
Before any of that
The calls you are already missing
Roofing calls arrive after weather, and weather does not keep office hours. A storm on a Saturday night puts a week of work into one evening's voicemail, and the homeowner with water coming through a ceiling calls three companies before anybody rings back.
The rest of the time your crew is on a roof, which is the one place nobody can answer a phone. The front desk picks up the ones you cannot, books the estimate while they are still on the line, and stops dead on anything about price or insurance.
$500 to set it up, $500 a month. No contract and no advertising, so it costs nothing to find out whether that is your actual problem.
Incoming call
Saturday, 9:04pm
Hi, a neighbor gave me your name. I need a quote on a roof replacement.
You've reached Miller Roofing. I'm an AI assistant and this call is recorded. Happy to get that booked in. Whereabouts are you?
Bell Street, over in Sparks.
That's inside our area. Estimates are free. I've got Tuesday at 9, or Wednesday afternoon. Which works better?
Tuesday's good.
Roughly what does something like that run?
I don't quote prices. That's Dave's call once he's up there and seen it. He'll have a real number for you Tuesday.
You're booked for Tuesday at 9. I'll text you a confirmation now.
Booked, Tuesday 9:00amAdded to the calendarDave notified
An example of how a call goes, not a recording of a real customer.
The arithmetic
We are not going to put an average replacement value on this page. The figures that circulate for it come from consumer cost guides, which are content marketing sites rather than industry data, and yours will not match them anyway.
The number the audit runs on is your own revenue per paid job over the last twelve months, taken from your invoices rather than a cost guide. Source: your books. If that number does not exist yet, producing it is the first useful thing we would do, before a single bid changes.
And the number that actually decides whether this channel works is not the job value at all, it is your close rate on an estimate. At a strong close rate you can absorb a cost per booked estimate that most trades cannot. At a weak one, the same channel is a slow leak at the same cost per lead. That is the first thing the audit works out, on your numbers.
What we would run, and why
Google Search, and probably only Google Search. Roofing demand is searched rather than discovered, and the person typing "roof leak repair" at 7am has a problem today. Meta is worth a conversation once Search is producing, for replacement demand that has not started looking yet, but it is not something we would put on the plan before then.
Local Services Ads is worth knowing about, and something is changing. Google is migrating Local Services Ads into Performance Max with pay per lead goals. Source: Google Ads Help article 17213585, which states that the first phase begins August 2026 for select home and storefront service advertisers in the United States, roofing included, that the account administrator gets an advance notification email 14 days before the migration date with a reminder 7 days later, and that previous campaign level performance metrics will not migrate into Google Ads. Manual bidding, including maximum cost per lead, goes away with it.
We flag it because it is dated, sourced, and it lands on your account whether or not anyone tells you it is coming.
How we would read a roofing account
Repair demand and replacement demand get separated before any money moves, not reported on afterward.
They are two different buyers at two very different job values, and an account that treats them as one stream drifts wherever the weather sends it. Splitting them at the campaign and the conversion is the first build decision, because everything downstream reads wrong until it is done.
On reading the numbers: week one of a search campaign is a sample too small to be a verdict in either direction. Anyone showing you a first week as evidence, good or bad, is selling you something. We would not draw a conclusion in front of you before the data can carry one.
What we would want you to explain to us on the call: what happens to a leak call that comes in after 5pm, and how long a replacement quote usually sits before someone follows it up. Both change what we build first.
What is usually broken
Observations, not accusations. Most of these are true in most of the businesses we have looked at.
The quote that went quiet
Estimates sent in spring and never followed up. It is the cheapest revenue in the business and almost nobody works it.
Repair and replacement in one campaign
Two different buyers, two different job values, one budget, no way to tell which one the money went to.
The Google Business Profile
Last touched years ago, no recent reviews, and quietly costing you the map pack in half your service area.
The model, short
One flat monthly fee of $3,500 a month, plus $2,500 of ad spend on your own card, direct to the ad platforms. You fund ad spend on your own card, direct to the ad platforms. We never touch your money. 6 month minimum, billed monthly, and everything is in your name from day one.
The full mechanicOr start lower
The front desk is $500 to set it up, $500 a month. It buys no advertising, has no term, and answers the calls you are already getting. Most businesses should start there and only add the campaigns once the phone is covered.
The audit is free, 5 business days from your application, and it is for the marketing package rather than the front desk.
How the front desk worksTell us what your last 90 days looked like and we will tell you whether we would take it on.