Running roofing marketing campaigns without tracking results is like climbing onto a roof without a ladder… risky and ineffective. The right metrics show you what’s working, what’s wasting money, and where to double down. For roofers, success isn’t measured in clicks and likes but real booked jobs, and your marketing efforts need to be working for you.
At Roof Contractor Marketing, we help roofing businesses measure what matters, so marketing dollars go further and crews stay busy. Learn what you really have to track and measure to achieve the results you are actually looking for.
Click-Through Rates (CTR)
CTR tells you how many people are clicking your ads or emails compared to how many see them. A high CTR means your message is compelling and your targeting is on point. A low CTR signals it’s time to adjust headlines, visuals, or calls-to-action, or something else entirely.
According to WordStream, the average Google Ads CTR across industries is about 1.9%, but roofers can aim higher given the urgency of storm-related or repair searches, depending on the season. Don’t take this number as the metric, but as something to keep in mind.
Cost Per Lead (CPL)
Roofing marketing, as you know, is part of a very competitive market, and advertising costs can add up fast. Tracking CPL helps you see how much you’re paying to get each inquiry. Whether it’s $25 or $250, knowing your CPL allows you to compare campaigns and prioritize the ones delivering quality leads for less.
Our PPC services are designed for your business in order to keep CPL in check while maximizing visibility.
Conversion Rate
It would be great if clicks paid the bills, but they don’t. Booked jobs do. Conversion rate measures how many visitors take a desired action, like filling out a form, calling, or booking an inspection. If traffic is high but conversions are low, it’s a sign that your landing pages or follow-up process needs urgent improvement.
Tools like Google Analytics can help track these actions and show you where leads may be dropping off.
Lead-to-Job Ratio
Not every lead will turn into a customer, but tracking how many estimates become paying jobs helps you spot gaps in your sales process. If 50% of your leads are converting, amazing! If it’s closer to 10%… You may need to refine your pitch, pricing, or follow-up.
Return on Ad Spend (ROAS)
At the end of the day, every roofer wants to know: Is my marketing making me money? ROAS compares the revenue from your campaigns to the amount you spent. For example, if you spend $1,000 on ads and book $5,000 worth of jobs, your ROAS is 5:1, which is a strong return.
Tracking ROAS across campaigns ensures your budget goes where it delivers the biggest payoff.
Booking Volume
Finally, the simplest and most telling metric: how many jobs are you booking? Marketing should keep your crews busy. If all other metrics look good but booking volume is flat, it’s time to revisit your targeting, offers, or follow-up processes.
Sounds Like a Lot for Roofing Marketing?
Tracking the right metrics keeps your roofing business grounded and growing, but it can be daunting to look at a bunch of random numbers and acronyms and know exactly what needs to be done. From CTR to booked jobs, each number tells a story about where your marketing is succeeding and where it needs adjustment, but remember that these can and often influence each other.
It’s likely you don’t have the time to spend learning about all of these and making the necessary changes to improve your roofing marketing and growth… and you don’t have to.
If you’re ready to start measuring what matters, contact Roof Contractor Marketing today. We’ll help you build a metrics-driven strategy that grows your roofing business.
