Roofing ads are only as good as the people they reach. If your ads are showing to the wrong audience—or to homeowners who aren’t ready to buy—you’re wasting budget and time. That’s where intent data comes in. It allows roofing companies to laser-focus their ad targeting on homeowners who are actually in the market for roofing services.
In this article, we’ll break down how intent data works, how it improves ad targeting, and why it gives roofers a serious edge over traditional marketing methods.
What Is Intent Data?
Intent data is behavioral information that shows when a person is actively researching a topic or service. For roofing companies, that includes homeowners who are:
- Searching for “roof repair near me”
- Reading about storm damage or insurance claims
- Visiting competitor roofing websites
- Watching videos on roof replacement costs
This kind of activity signals that someone is entering—or is already in—the buying journey. Intent data helps you identify and engage with them before they submit a form or call another roofer.
Want to learn more about the basics? Read What Is Intent Data and How Can Roofers Use It to Generate Leads?
Why Traditional Targeting Falls Short
Most roofing campaigns use broad targeting strategies like:
- Everyone in a zip code
- Homeowners ages 30–65+
- Interest in home improvement or real estate
While these filters can narrow the audience, they don’t guarantee that the homeowner needs a roofer right now. You’re essentially casting a wide net and hoping to catch someone who bites.
Intent data changes the game. Instead of guessing, you’re targeting people who’ve already shown interest through their online behavior.
How Intent Data Improves Roofing Ad Targeting
1. Reaches People Already Researching Roofing Services
Intent data helps you target homeowners who are actively:
- Comparing roofing contractors
- Researching insurance claim processes
- Reading about hail damage repairs
This lets you put your ads in front of people who are already thinking about hiring a roofer—meaning they’re far more likely to convert.
2. Cuts Out Unqualified Traffic
By using intent data, you avoid showing ads to renters, DIYers, or people who are just browsing. This lowers your cost per click, improves your conversion rate, and ensures your budget is going toward people who are actually likely to buy.
Better targeting = less waste.
3. Powers Smarter Messaging and Offers
Intent data tells you what kind of roofing problems people are researching. This allows you to create ads that speak directly to those problems.
Examples:
- Searching “roof insurance claim help”? Your ad offers: “We Handle the Paperwork – Book Your Free Roof Inspection”
- Researching “leaky roof repair”? Your ad offers: “Fast Leak Repair – Local, Licensed, and Trusted”
When your ad matches the user’s need, clicks go up—and so do leads.
4. Improves Retargeting Campaigns
Once someone visits your site or engages with your ad, intent data helps you segment them based on their behavior:
- Visited roof replacement page = high-value prospect
- Watched 75% of your video testimonial = retarget with a quote offer
- Read your storm damage article = show emergency service ads
This allows you to tailor your follow-up ads, emails, and offers based on where the homeowner is in the buying journey.
5. Increases Lead Quality and Close Rate
When you focus on homeowners showing real signs of interest, your leads are more informed and more serious. Your sales team spends less time chasing tire-kickers and more time closing deals.
This results in a shorter sales cycle, higher close rates, and better job profitability.
6. Makes Every Platform Smarter
Intent data isn’t limited to just one channel. You can use it to improve targeting across:
- Google Ads – Serve search and display ads to people already researching roofing
- Meta Ads – Show Facebook and Instagram ads to high-intent homeowners
- Email – Segment your lists based on engagement and browsing history
- SMS or direct mail – Prioritize follow-up with the warmest leads
This turns your ad budget into a focused lead-generation machine instead of a spray-and-pray guessing game.
Real-World Example of Intent Data in Action
A roofer in Texas ran a Google PPC campaign targeting the keyword “roofing contractor near me.” Results were decent, but cost per lead was high.
HOWL layered in intent data and began targeting homeowners who had recently:
- Read articles about hail damage repairs
- Visited multiple roofing websites
- Browsed financing options for home improvement
The result? Cost per lead dropped by 37%, and conversion rates improved by 52%—all by getting in front of the right people at the right time.
How HOWL Uses Intent Data to Supercharge Roofing Ads
At HOWL, we integrate proprietary homeowner intent data directly into our roofing ad systems. That means we don’t just guess who to target—we know who’s already looking for help and we help you get to them first.
We combine this data with:
- High-converting landing pages
- Lead qualification systems
- Retargeting campaigns
- Follow-up automation via email, SMS, or phone
This results in lower cost per lead, higher quality jobs, and a more predictable pipeline—even during slow seasons.
Final Thoughts: Better Targeting Starts with Better Data
If you're running roofing ads without intent data, you're operating on hope. But when you use real behavioral signals to guide your targeting, everything works better—your ads, your messaging, your follow-up, and your close rate.
Intent data is the difference between chasing leads and attracting them.
Apply to work with HOWL and let us show you how intent-driven targeting can fuel your roofing growth—without wasted ad spend or shared leads.