If you want to generate better leads, close more jobs, and reduce wasted ad spend, it all starts with knowing who you’re targeting and where they are. For roofing companies, geographic and firmographic data are two of the most powerful tools in your marketing toolbox.
Roofing isn’t a national business—it’s hyper-local. And it’s not one-size-fits-all. The kind of homeowner you target in a storm-affected suburb isn’t the same as the property manager of a commercial building. Knowing your audience down to their location and business characteristics is what separates high-performing campaigns from money pits.
In this article, we’ll break down what geographic and firmographic data are, why they matter in roofing campaigns, and how to use them to generate better leads across Google Ads, Meta Ads, and your entire lead gen strategy.
What Is Geographic Data?
Geographic data refers to the physical location of your ideal customer. This includes:
- Cities
- Zip codes
- Neighborhoods
- Radius around your office or job sites
Roofing is a location-based business. If you’re running ads in areas you can’t service—or areas that don’t align with your offer—you’re wasting money.
Learn more in Why Geographic Targeting Is Essential for Roofing Ads.
What Is Firmographic Data?
Firmographic data refers to business-related attributes of your audience. In roofing, this is especially important for commercial campaigns. Firmographic filters include:
- Industry type (schools, warehouses, retail, multi-family)
- Property size or square footage
- Building ownership type (owner-occupied vs. leased)
- Annual revenue or number of employees
Firmographic data allows you to separate high-value commercial roofing opportunities from low-intent or unqualified leads.
Why This Data Is Crucial for Roofing Campaigns
1. You Only Want to Target Areas You Can Actually Service
Without precise geographic targeting, your ads might be showing in counties you don’t serve—or places with long drive times, low margins, or licensing issues. By targeting specific zip codes and cities, you control where your leads come from.
Example: You may want to avoid rural zip codes where you can’t staff efficiently or urban cores where roofs are flat and require different crews.
2. Some Areas Are More Profitable Than Others
Not every zip code generates the same type of customer. Some areas have:
- Higher average roof values
- More homeowners vs. renters
- Better financing acceptance rates
- More insurance claim opportunities
By using geographic data to focus on high-value neighborhoods, you get more revenue from fewer jobs.
3. Commercial Leads Require Different Targeting
For commercial campaigns, firmographic targeting is key. You don’t want to target every business—you want decision-makers at properties that meet your size, industry, and revenue requirements.
Example: A flat roof replacement for a school or distribution center is worth more than 10 tiny storefront repairs. Firmographic filters help you find the big fish.
4. Better Targeting Improves Ad Performance
When your ads are shown only to the right audience in the right area, your:
- Click-through rate (CTR) goes up
- Cost per click (CPC) goes down
- Cost per lead (CPL) drops
- Conversion rate improves
Platforms like Google and Meta reward relevance. Geo and firmographic data make your ads more relevant by default.
5. It Helps You Build Custom Offers by Area or Vertical
Different areas respond to different messaging. The offer that converts in a high-income suburb may flop in a rural town. Commercial clients need an entirely different message than homeowners.
Using location and firmographic filters allows you to build ad sets and landing pages that speak directly to each audience’s needs.
How to Use Geographic and Firmographic Data in Your Campaigns
1. Segment by Zip Code and Performance History
Start by identifying which zip codes have historically delivered your most profitable jobs. Target those first—and exclude the underperformers. Update quarterly based on job volume, close rate, and average ticket size.
2. Use Radius Targeting in Densely Populated Areas
If you operate in a metro area, use radius targeting around your office or job clusters. Start with a 10–20 mile radius and adjust based on traffic, crew capacity, and past success rates.
3. Layer Firmographic Filters for Commercial Roofing
On platforms like LinkedIn or via intent data providers, filter your audience based on:
- Property type (hospital, apartment complex, warehouse)
- Decision-maker role (facilities manager, owner, director)
- Revenue or employee count
This ensures your ads reach the right people—not just anyone with a roof.
4. Use Intent Data by Location and Vertical
At HOWL, we use intent data layered with geographic and firmographic filters to identify:
- Homeowners in storm-affected zip codes searching for “roof repair”
- Property managers researching “flat roof coating” in commercial areas
- High-income neighborhoods comparing roof replacement costs
This results in smarter, more efficient ad spend—and better leads.
5. Build Landing Pages Tailored to Each Segment
If you’re targeting homeowners in Frisco and commercial property owners in Dallas, don’t send them to the same landing page. Use localized content, relevant offers, and different CTAs to match the user’s profile.
Example:
- Residential: “Book Your Free Roof Inspection in Frisco Today”
- Commercial: “Get a Flat Roof Assessment for Your Dallas Property”
How HOWL Uses Geographic and Firmographic Data to Drive Roofing Leads
At HOWL, we build data-driven ad systems that don’t just target anyone with a roof—we target the right homeowner or property manager at the right time in the right area.
Our system includes:
- Zip code performance tracking and prioritization
- Commercial targeting by property type and revenue tier
- Real-time weather and intent overlays for storm response
- Custom landing pages by service type and location
Result: higher lead quality, lower cost per acquisition, and more booked jobs in your ideal service area.
Final Thoughts: Better Data Means Better Roofing Leads
If you want to scale your roofing business efficiently, you can’t afford to waste budget on broad targeting. Geographic and firmographic data help you focus your marketing on the people and places that actually drive revenue.
Apply to work with HOWL and let us build a roofing lead system powered by location, industry, and real buyer behavior—so you stop guessing and start growing.