Most homeowners don’t hire a roofer the first time they click your ad or visit your site. In fact, it often takes multiple touchpoints before they take action. That’s why retargeting is one of the most effective tools in your roofing marketing toolbox—it helps you stay top of mind, build trust, and close leads that might otherwise fall through the cracks.
In this article, we’ll break down exactly how retargeting works, why it’s crucial for roofing companies, and how to set up a strategy that turns traffic into booked jobs.
What Is Retargeting?
Retargeting (also known as remarketing) is a digital advertising tactic that shows ads to people who have already interacted with your business. That might mean they:
- Visited your website
- Clicked on a Google or Meta ad
- Watched a video about your services
- Started a quote form but didn’t finish
Instead of treating these users like strangers, retargeting keeps your brand in front of them with personalized follow-up ads as they browse other sites, apps, or social platforms.
Why Retargeting Is Essential for Roofing Lead Conversion
1. Most Visitors Don’t Convert Right Away
Roofing is a high-trust, high-cost purchase. Homeowners usually need to do research, compare contractors, and talk with their spouse before making a decision. Retargeting gives you a way to stay in front of them during that decision-making window.
2. It Builds Brand Familiarity and Trust
The more someone sees your brand, the more they begin to trust you. Retargeting reinforces your professionalism and makes your company feel established—even if the lead hasn’t spoken to you yet.
3. It Reduces Lost Opportunities
Without retargeting, every website visitor who doesn’t convert becomes a missed opportunity. With it, you can bring them back with reminders, special offers, or trust-building content.
4. It Helps You Close More High-Intent Leads
Retargeting works especially well on leads who’ve shown interest by visiting key pages like:
- /roof-replacement
- /storm-damage
- /get-a-quote
These leads are ready to buy—they just need the right follow-up to push them across the finish line.
Top Retargeting Channels for Roofing Companies
1. Meta Ads (Facebook + Instagram)
Great for visual content and testimonials. You can show past visitors:
- Before-and-after photos
- Video testimonials from local homeowners
- Special offers like “$500 Off Roof Replacements”
2. Google Display Network
Display ads appear on news sites, blogs, and other websites across the internet. These are perfect for:
- Keeping your brand visible during research
- Running local promotions or seasonal campaigns
- Re-engaging people who bounced from your site quickly
3. YouTube Retargeting
If someone watched one of your roofing videos or visited your site, you can serve them pre-roll video ads on YouTube. This is powerful for storytelling, trust-building, and local branding.
4. Gmail + Discovery Ads
Show follow-up offers and trust-based messages right in your lead’s inbox. These feel more native and are great for educating and re-engaging cold leads.
Best Practices for Roofing Retargeting Campaigns
1. Segment Your Audiences by Behavior
Not all visitors should see the same retargeting ad. Segment your campaigns by:
- Page visited (e.g., roof repair vs. replacement)
- Time on site or scroll depth (high-intent vs. bounce)
- Form abandonment (started but didn’t submit)
This allows you to tailor the messaging based on where they are in the buying journey.
2. Refresh Creative Frequently
Retargeting ads lose effectiveness when people see the same message too often. Rotate creatives every 2–4 weeks to keep things fresh and avoid ad fatigue.
3. Match Your Offer to the Funnel Stage
Top-of-funnel visitors might need more education (“See Our Latest Projects”). Mid-funnel leads respond better to urgency or proof (“See Why 92% of Frisco Homeowners Chose Us”). Bottom-of-funnel leads need a direct CTA (“Get a Free Estimate Today”).
4. Use Location-Specific Landing Pages
When someone clicks your retargeting ad, they should land on a page that reflects their city or service area. This reinforces relevance and improves conversions.
5. Set Frequency Caps
Don’t annoy your leads with 20 ads a day. Set a reasonable frequency cap (e.g., 3–5 impressions per day) to keep your brand present but not pushy.
How HOWL Uses Retargeting to Help Roofers Close More Jobs
At HOWL, we build retargeting systems that follow homeowners from the first click to the booked inspection. Our strategy includes:
- Behavior-based audience segmentation
- Dynamic ad creatives based on service interest
- City-specific messaging and landing pages
- Timed offers and testimonials triggered by funnel stage
We don’t just run ads—we create retargeting journeys that keep your roofing brand front and center until the lead is ready to take action.
Final Thoughts: Don’t Let Warm Leads Go Cold
Retargeting is your second chance to make a first impression. It’s the difference between being forgotten and being the first roofer they call when the time is right.
Apply to work with HOWL and let us build a high-converting retargeting system that turns site visitors into paying roofing customers—all while keeping your brand top of mind across every screen they touch.