The owner we build for
A residential roofing owner who still does the estimates, checks the crews and answers most calls himself. Most of his work comes from referrals, and Google brings maybe a quarter of it. He reads everything on his phone between two jobs and trusts other roofers more than any agency. Often he has been burned once already: a year of click reports and a 12-month contract. Any spend above a few hundred dollars a month gets decided with whoever runs the books.
Larger companies with several crews and markets hire us for the same reasons. The funnel below is the same for them.
Part 1
The funnel
Roofing owners don't trust agency ads, and they don't make business decisions on TikTok. So we don't start with paid ads. We go where they already are, roofers' Facebook groups, and Google when they have a question, and we send everyone to one single action: a free 15-minute Google Ads audit.
1. Get seen
Roofers' Facebook groups · our Facebook & Instagram
We answer real questions in contractor groups (no links, no pitch) and post a weekly series, “Where Does Your Ad Money Go?”, plus short Reels.
2. Get found
Google · ChatGPT and other AI assistants
Owners who search for help with Google Ads land on our guides, like “How much should a roofer spend on Google Ads?”.
3. Visit the site
vileromedia website
Prices on the page, month-to-month terms, a sample report, the team, and our first 30 days, step by step.
4. Request the free audit
Audit form · email
15 minutes, no credit card, no contract. The form asks “How did you hear about us?”, so we know which channel works.
5. Audit call
Video or phone call
We show where the ad money goes, in plain numbers. The owner keeps the findings, even if he never hires us.
6. Client
Month-to-month
Starter ($600/mo) or Growth ($1,200/mo), plus ad spend paid directly to Google. Cancel anytime, 30 days' notice.
7. Referral
Back into the Facebook groups
Owners trust other owners. A client spotlight (with permission) and a referral offer close the loop.
Path A · where roofers talk
Facebook group → our page → website → audit → call
Our main path. Trust first, earned in the groups. Selling happens only on our own page, and only when he clicks.
Path B · search
Google or ChatGPT → guide → audit → call
For owners with a question right now. That's why we write practical guides.
What we deliberately don't do
- No cold ads selling ourselves. One more agency ad won't convince an owner who already paid for clicks that never became calls.
- No TikTok for prospects. It's full of crews and job-site videos, not owners making business decisions.
- No LinkedIn prospecting. Roofing owners barely use it.
- No links in Facebook groups. Answers only. Nobody wants another agency spamming their group.
Part 2
The numbers we aim for
Every stage has a target, set next to the usual benchmark for that step, so you can see where we expect to do better and why. We review them every month against real form data and the “How did you hear about us?” answers.
| Stage | Typical benchmark | Our target | Why |
|---|---|---|---|
| Visit → audit request, from social & groups | Visit → lead 1–3% · landing page 2–5% | 7% | Warm traffic: these owners already saw us answer a question in their group before they clicked. |
| Visit → audit request, from search | Visit → lead 1–3% | 3% | Colder traffic, so we aim for the top of the normal range, helped by the guide and the free audit. |
| Audit → follow-up call booked | Lead → qualified lead ≈ 30% | 50% | Requests are already qualified: the form asks for the service area and goal, and the audit shows real numbers. |
| Audit → client | Varies widely by industry | 25% (1 in 4) | Month-to-month and visible prices remove the two biggest objections before the call starts. |
Typical digital marketing benchmarks: visit → lead 1–3%, lead → qualified lead about 30%, landing page conversion 2–5%.
Our first-quarter goal · 2 November 2026 to 31 January 2027
120 visits → 8 audit requests → 4 follow-up calls → 2 new clients
Measured from Facebook, Instagram and roofers' groups, with UTM links and the “How did you hear about us?” question on the audit form. Search traffic from our guides comes on top: every 100 search visits should add about 3 audit requests.
Part 3
What roofers type into Google
Path B starts with a search. We wrote down the 20 questions roofing owners actually ask when the phone is too quiet, from “why isn't my phone ringing” to “roofing marketing agency no contract”, and sorted them by how close the owner is to hiring someone.
Problem-aware
Something is wrong, he doesn't know what to buy yet
- “why is my phone not ringing roofing business”
- “how to get more roofing leads”
- “slow season roofing company what to do”
- “how to get roofing jobs without door knocking”
- “is angi worth it for roofers”
- “roofing leads cost too much”
- “how do roofers get customers”
Solution-aware
He knows Google could be the answer
- “google ads for roofers”
- “how much should a roofer spend on google ads”
- “local services ads for roofers”
- “google guaranteed roofing contractor”
- “how to rank roofing company on google maps”
- “roofing google ads cost per lead”
- “is google ads worth it for a small roofing company”
Ready to buy
He is comparing agencies
- “roofing marketing agency”
- “roofing marketing agency no contract”
- “google ads management for roofing companies”
- “roofing marketing agency pricing”
- “best marketing company for roofers”
- “free google ads audit roofing”
Highlighted: the 5 we build our pages around.
We focus on 5 of them, at least one per stage, each answered by a specific page:
- 1“how to get more roofing leads”Problem-aware
The question owners ask long before they think about an agency. The widest audience, and the way in for owners who have never hired one.
Page that answers it: Our next guide: getting more calls outside storm season
- 2“google ads for roofers”Solution-aware
Names our first service exactly. Someone typing this already believes Google can work for him.
Page that answers it: Home page, Services
- 3“how much should a roofer spend on google ads”Solution-aware
A money question, the one owners ask first. It matches our promise: numbers, not jargon.
Page that answers it: Guide: How much should a roofer spend on Google Ads?
- 4“roofing marketing agency no contract”Ready to buy
Owners burned by a yearly contract are the ones our offer was built for. This search is that exact pain.
Page that answers it: Home page, Pricing and FAQ
- 5“local services ads for roofers”Solution-aware → ready
LSA is our Starter plan, and Google LSA news is the content roofers engage with most.
Page that answers it: Home page, Services and Starter plan
For each keyword we track search volume, the visits it brings and how many audit requests follow, and we swap any keyword that brings traffic but no audits.
Part 4
We tested our own website first
Before sending anyone to the site, we had it reviewed by 100 simulated roofing-owner profiles: different cities, company sizes, types of work, past agency experience, phone or laptop, patient or not. Each profile read the site and scored how likely they were to book the audit. We ran it twice, before and after our changes. They are simulations, not real customers, so the numbers tell us what to fix, not how many people will book.
| 100 profiles | First version | Current site |
|---|---|---|
| Would book the audit (7–10) | 11% | 16% |
| Maybe later (5–6) | 28% | 41% |
| Not interested (1–4) | 61% | 43% |
| Average score | 4.0 / 10 | 4.8 / 10 |
The second run also included larger companies ($3M+) and new-construction subcontractors, so the two runs are close but not identical.
Current site · average score by past agency experience
- Burned by a yearly contract5.2 (n=21, 6 would book)
- Currently with an agency4.9 (n=8, 1 would book)
- Never hired an agency4.8 (n=39, 5 would book)
- Buys shared leads (Angi etc.)4.7 (n=7, 0 would book)
- Burned by click-only reports4.5 (n=19, 3 would book)
- Runs Google Ads himself4.3 (n=6, 1 would book)
What works
- ✓ Month-to-month terms, liked by 37 profiles
- ✓ Prices on the page (31)
- ✓ “You own your Google Ads account” (30)
- ✓ The budget guide: 22 of the 33 profiles who opened the blog
- ✓ “Your first 30 days” (18). Owners who had never hired an agency went from 0 to 5 bookings
- ✓ Storm and insurance roofers: 8 would book, the most of any type of work
What we changed or are working on
- → Real client results (63 asked). We only publish them with written permission, so they come with our first clients.
- → A direct phone line and a company email domain (30 and 36). Coming; email replies stay under 24 hours meanwhile.
- → Larger companies felt it wasn't for them. We now cover several markets and crews with a custom plan.
- → Commercial and new construction: we now say clearly what we do and don't do.
- → A smaller budget example in our guide for companies starting out.
The short version
- ✓ Two ways in, roofers' Facebook groups and search, and one next step: the free 15-minute audit.
- ✓ A target at every stage, and a first-quarter goal: 8 audit requests and 2 new clients.
- ✓ 5 searches we build pages around, from “how to get more roofing leads” to “roofing marketing agency no contract”.
- ✓ We tested the site before launch and fixed what held owners back.
If you're a roofer reading this, you're at stage 3. Here's stage 4:
Get my free 15-min auditSources: our review of 3 roofing marketing agencies (websites and social accounts, October 2026), an interview with a residential roofing owner in Texas (shared with permission), typical digital marketing conversion benchmarks, and a simulated review of this website by 100 roofing-owner profiles (October 2026). Photo: Unsplash.