When we partnered with My City Roofing (and their rapid-response service brand, Roof Repair 911) just over a year ago, we knew it would be different from our usual eCommerce and CPG campaigns. Roofing is hyper-local, urgent, and trust-driven — which meant our normal digital playbook needed rethinking.
What followed was months of testing across every channel possible: content creation, TikTok, Facebook ads, Google Search/PPC, flyers, postcards, and even TV ads. Here’s how we found what actually worked, what didn’t, and how we eventually scaled into a highly profitable lead-gen machine.
Step 1: Building the Foundation with Content
We started by establishing credibility. Roofing isn’t an impulse buy — it’s about trust. We invested in:
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Educational content (explainer posts, short TikToks about roof leaks, storm prep, and quick fixes)
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Professional visuals (before/after roof shots, customer testimonial videos)
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Consistent branding (ensuring Roof Repair 911’s identity carried through from the first ad touchpoint to the website and call experience)
This gave us an anchor for every campaign, no matter the channel.
Step 2: Social Media Experiments
We tested both TikTok and Facebook Ads aggressively.
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TikTok gave us reach, but low-quality leads. Roofing is urgent, and TikTok users weren’t typically ready to book. However, the content built awareness and credibility.
@mycityroofing Satisfying tile work you didn’t know you needed. #cityroofing ♬ Dream On - Aerosmith
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Facebook Ads performed better, but not in the way we expected. Standard eCommerce-style creative (carousels, promo graphics) underperformed. What worked instead? Raw, authentic videos — contractors on-site, roof inspections, and “local emergency” style ads.
Still, the cost per lead was inconsistent.
Step 3: Leaning into Traditional Media
Here’s where things got interesting. Flyers, postcards, and even TV ads became surprisingly strong performers. These weren’t channels we typically leaned on for consumer packaged goods, but in roofing, they built recognition and legitimacy.
For a local service brand, being visible in the community — in print and on TV — mattered. We positioned digital campaigns to follow up after offline impressions, creating a multi-touch cycle.
Step 4: Search + PPC (The Breakthrough)
The game-changer was Google Search Ads.
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Roofing is intent-driven. When someone searches “roof repair Miami” or “emergency roof leak,” they’re ready to act.
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Our PPC campaigns focused heavily on call leads and message leads, pushing direct response instead of website browsing.
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We optimized ad copy and landing pages to highlight trust signals (local, licensed, emergency-ready).
The results speak for themselves:
📊 Last 30 days (Sept 3 – Oct 2, 2025):
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Spend: $14,384.71
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Leads: 115 (85 phone, 30 message)
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Impressions: 12,979
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Top Impression Share: 99.19%
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Absolute Top Impression Rate: 45.7%
This single PPC campaign generated $60,000+ in paid contracts from just under $15,000 in spend — over 4X ROAS.
Step 5: Integrated Marketing Management
Throughout the journey, we managed more than just ads:
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Content creation for credibility and local branding
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Advertising budgets across digital + traditional
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TV ads for community recognition
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Design and creative to ensure professionalism
By combining offline + online strategies and focusing on search intent, we turned what began as an experimental campaign into a high-performing lead-gen funnel.
Key Takeaways for Construction & Roofing Companies
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Intent beats interruption – TikTok and Facebook can build awareness, but PPC captures buyers when they’re ready.
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Traditional channels aren’t dead – For roofing, postcards and TV still build trust.
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Authenticity sells – Raw, on-site content outperforms polished graphics.
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Full-service marketing wins – Managing content, budgets, design, and offline presence ensures consistency.
