Every roofing marketing page you have read quotes a range. Two thousand five hundred to over ten thousand a month is the one you will see most often. None of them tell you which end of that range you land on until you are on a call.
That is not an accident.
It is worth understanding what the vagueness costs you, because a range is not a price. It is the opening move in a negotiation you did not know you had entered, conducted by someone who does this every day against someone who does it once every three years.
The problem with a range
A range is a negotiating position.
It means the number depends on what the salesperson thinks you will pay, which means it depends on you rather than on the work. Two firms with identical needs get different quotes, and neither of them ever finds out.
It also makes the one comparison you actually want to run impossible. You cannot line up three agencies against each other when all three answer with a spread and a discovery call.
According to my own review of the roofing marketing pages ranking in September 2026, not one publishes a flat figure, and one of the cost guides still ranking on page one has not been updated since April 2024. The bar here is lower than the industry likes to pretend.
What I charge
Eight hundred or fifteen hundred dollars a month, flat. No minimum term. No automatic renewal.
Most roofing companies with one to ten trucks are on the lower tier. Multi-market operators need the higher one, because service-area pages and location-level reporting multiply rather than share.
The fee is flat rather than a percentage of ad spend deliberately. A percentage model means the person advising you to increase your budget earns more when you do, and I would rather that conversation be clean.
What a flat fee does not cover
Your ad budget. That is separate, it goes to Google rather than to me, and it should always sit in your own account where you can see every dollar of it.
This distinction gets blurred constantly in this industry. When an agency quotes “three thousand a month”, ask immediately how much of that is their fee and how much is media. The answer is often uncomfortable.
What actually moves the needle for a roofing company
Speed to lead, before anything else. A homeowner with water coming through a ceiling calls three roofers. The one who answers gets the job.
I have seen companies spend thousands driving calls into a phone that goes to voicemail after five. No marketing budget survives that, and no agency will fix it for you.
Google Business Profile and reviews. For local service work this outperforms almost everything else, and it is the cheapest thing on the list. Most roofing companies have a profile that was filled in once, years ago, by whoever built the original website. Completing it properly, adding real photographs of finished jobs, and asking every satisfied customer for a review in the week the work finishes will move your visibility further than the first three months of any retainer.
Service-area pages that are actually about the area. Not one template with the town name swapped. Those get filtered, and they have been getting filtered for years.
Storm readiness. The work you do in the quiet months decides how visible you are in the week after a storm. Searches spike, and nobody has time to build anything once it starts.
The terms to check before you sign
Who owns the domain, the website, the Google Business Profile, the ad account and the call tracking numbers.
That last one matters more in roofing than in almost any other trade, because your number is printed on your trucks, your yard signs and your listings. If the agency owns the tracking number, leaving means changing the number on all of it. I have set out the full checklist in who owns your website when you leave.
Then check the term and the renewal. A twelve-month minimum on ongoing management, with no large build in month one, is a revenue forecast rather than a protection. The reasoning is in contract terms and what to refuse.
Whether you should hire anyone at all
If your phone is not answered within a few rings during working hours, fix that first. It costs nothing and it will outperform any agency you hire this quarter.
If it is answered and you are still not busy enough, then the problem is visibility and that is worth paying to solve.
When you want it fixed, take the 30-minute call. If the answer is that you do not need an agency yet, I will tell you that instead.
Figures are my published rates and general ranges, not quotes. Ad budgets vary by market and season.
