Your own leads, not a marketplace's, for less than one shared lead a month
Roofing clicks cost $47 and a marketplace lead costs more than that and goes to four other roofers. Brainito runs the loop that brings exclusive leads to a roofing company with one to ten crews: a weekly audit of the site, a monthly plan that follows the season, service and city pages that rank, reviews after every job, storm-response campaigns, and one report the owner can read in the truck.
Free to start. Paid actions use credits; most businesses spend $20 to $500 a month.
- Built for owner-operators to ten-crew roofing companies
- Residential, commercial, repair and storm restoration
- No retainer, cancel any time
- Plans from $20 a month; most roofers spend $20 to $500 a month
What marketing costs a roofing company now
Typical US figures for a residential roofing company doing $1 million to $10 million a year. Ad spend is on top of every row; roofing keywords cost around $47 a click and more during storm season.
| Option | Typical monthly cost | What you get |
|---|---|---|
| Roofing marketing agency | $2,000 to $5,000 | SEO, a few city pages, Google Ads management and a monthly report, usually on a six to twelve month contract. The site often stays on the agency's platform. |
| Lead marketplaces | $1,500 to $4,000 | Angi, HomeAdvisor, Thumbtack and the rest, at $50 to $300 a lead, each lead shared with three to five other roofers. You pay whether or not anyone answers the phone. |
| PPC and Local Services Ads management | 15% to 20% of spend | A manager for Google Ads and LSAs only. At $6,000 a month of storm-season spend that is $900 to $1,200 before a single click. |
| Brainito AI marketing manager | $20 to $500 | Weekly audit, monthly strategy, website builder, SEO, social, email, analytics, tasks and a mini CRM, paid in credits for what you run. Dashboards are free. |
Agency and marketplace ranges are what roofing companies report paying in 2026 and change by market; the Brainito figure is what roofers on the platform typically spend.
What fails on roofing websites
The audit checks 77 factors. These are the ones that fail most often when we scan a roofing company, and each one sends a homeowner to the marketplace instead of to you.
- 1Internal linking and headings
One services page for residential, commercial, repair, replacement and storm damage
Google ranks pages, not companies. A single page listing everything you do competes with roofers who have a page per service and per city. The fix is a page for each job type you actually want more of.
- 2Title tags and meta descriptions
No city in any title
Homeowners search "roof replacement Plano" and "hail damage roof repair near me". A title like "Apex Roofing: Quality You Can Trust" tells Google nothing about where you work or what you do.
- 3Schema markup
No RoofingContractor structured data
Structured data tells Google and AI assistants your service area, hours, services and reviews. Without it the listing is a bare link next to a competitor showing a star rating and a service area.
- 4Testimonials and reviews
Reviews live on Google and never reach the site
A homeowner comparing three estimates reads reviews on the page about their job type. Recent reviews with photos on each service page close estimates; a reviews page nobody visits does not.
- 5Lead capture and contact paths
The free inspection form asks for twelve fields and the phone number is in the footer
A homeowner with a leak calls. A tap-to-call number above the fold on mobile and a three-field inspection request convert far better than a questionnaire about the age of the roof.
- 6Physical address and licensing
No address, no license number, no insurance statement anywhere on the site
After a storm the homeowner has been warned about out-of-town roofers. A local address, the state license number, proof of insurance and manufacturer certifications on every page are what separate you from the storm chasers.
- 7Page speed and Core Web Vitals
A drone video of a roof on a 4G connection in a driveway
Roofing sites are heavy: drone footage, full-size job photos, slider libraries. They fail Core Web Vitals on mobile, which is where a homeowner stands when they search with water coming through the ceiling.
- 8Google Search Console and conversion tracking
Nobody knows which page or ad produced the last ten roofs
Without Search Console verified and calls and inspection requests tracked as conversions, the company cannot tell whether the city pages, the ads or the marketplace produced the work, so it keeps paying all three.
Factor names match the Brainito audit report, so a roofer can run the free audit and see which of these apply to its own site.
The channels that bring roofs, in order
Ranked for residential roofers, with the reason. Commercial roofers move email and LinkedIn up; the top three never change.
Google Business Profile and the map pack
Most roofing searches are local and most clicks go to the three map results. Service area, categories, job photos every week, posts and review replies decide who is in the pack when the hail stops.
Reviews
Volume, recency, photos and replies. A roofer with 90 reviews from this year outranks one with 300 from five years ago. Ask the day the crew leaves, by text, with a direct link.
Service and city pages
One page per job type per city, written for the homeowner's question, is the asset that compounds and the one AI assistants quote when asked for a roofer. It is also what makes the ad click convert.
Local Services Ads and Google Ads in storm season
When a storm hits, paid is the fastest route and the most expensive. A campaign that turns on after a hail event, points at a storm damage page and tracks calls pays; one that runs year round on generic terms does not.
Email to past customers
A roof lasts twenty years but the neighbors' do not. A note to past customers after a storm, a referral ask after the job and an annual inspection reminder bring the cheapest leads the company gets.
Facebook and Nextdoor
Job photos, crew photos and storm updates in the neighborhoods you work. Posts drafted from the week's jobs, approved by the owner, scheduled around the crews' schedule.
A sample audit: three-crew residential roofing company
A representative audit built from the factors that most often fail for roofers of this size. Names and figures are illustrative; run the free audit to see your own.
Marketing Health Score
39/100
Family-owned residential roofer, Texas, three crews, 12 years in business, $3,000 a month with an agency plus $2,500 a month in marketplace leads
Great reviews, a strong referral base and a website that cannot be found for anything except the company name. One services page, no city pages, no license number on the site, a drone video hero that takes 8 seconds on mobile, and no call tracking on $5,500 a month of spend.
Fix 1: Build service and city pages with the license number on each
Highest impactRoof replacement, roof repair, hail and storm damage, metal roofing and commercial, each for the three cities you work most, with the state license number, insurance statement, recent reviews and a three-field inspection form.
Fix 2: Add call tracking and stop paying for leads you cannot measure
Two daysConversion tracking on the phone number and the inspection form, Search Console verified, and Google and Meta ads reported on one page. Then compare the cost per roof from the marketplace against your own pages.
Fix 3: Replace the video hero and add RoofingContractor schema
One afternoonA still photo of a finished roof and a tap-to-call button bring mobile load time under three seconds. Structured data for the company, each service and the service area gets the rich result.
What Brainito does for a roofing company
Every module, in the language of the trade rather than a marketing department.
Weekly marketing audit
Your site re-checked every week across 77 factors, with the evidence behind each verdict and a fix list sorted by what brings estimates.
Monthly marketing strategy
A plan built from the audit and the season: which city pages to write, when to turn the storm campaign on, which past customers to email, where the ad budget goes.
Website builder
A fast site with a page per service and city, inspection request forms wired to your contacts, published to your own GitHub and Vercel so the company owns it, not the agency.
SEO management
On-page fixes, technical fixes, contractor directories and citations, and a check on whether ChatGPT and Gemini recommend the company when a homeowner asks.
Social media management
Posts drafted from the week's job photos for Facebook and Instagram, the owner approves on the post, scheduling handles the rest.
Email automation
A review request the day the crew leaves, a referral ask two weeks later, a storm note to past customers and an annual inspection reminder.
Analytics and ads reporting
Google Ads, Local Services Ads, Meta, organic and referrals on one page, refreshed hourly, with calls and inspection requests counted as the outcome.
Contacts, tasks and team chat
A mini CRM for estimates and past customers, a task board for the office manager who runs marketing between dispatch calls, and chat for the owner and the sales rep.
300+ marketing tools
Schema generators, meta tag writers, review response drafts, keyword research across 15 platforms and more, free, for the jobs in between.
The first month
Week 1: audit and plan
Run the free audit, read the findings, generate the strategy. Decide which job types and cities you actually want more of before the season starts.
Week 2: fix the site
Service and city pages, license and insurance on every page, schema, speed and inspection forms. Send the fixes to whoever maintains the site, or rebuild it with the builder.
Week 3: reviews and profile
Set up review requests after every job, clean the Google Business Profile and service area, start weekly job photo posts.
Week 4: measure
Connect Search Console, analytics and ads with call tracking. From here the weekly audit and monthly plan run on their own, and the storm campaign is ready to switch on.
Goes with
- Contractor SEO auditThe audit with the factors that matter for a contractor.
- Local SEO auditMap pack, citations and reviews.
- Contractor directories and citationsWhere a roofing company should be listed.
- Website builderA site you own, with a page per service and city.
- Paid ads reportingGoogle and Meta side by side with calls as the outcome.
- AI marketing agencyHow the offer works for any business.
Run the free audit on your roofing site. It takes two minutes.
You get the score, the evidence and the fix list before you decide anything. If it is useful, start free and the weekly audit and monthly plan follow, in time for the season.