Discounts can be a powerful way to generate roofing leads—when used correctly. Done right, they create urgency, attract attention, and drive conversions. Done wrong, they cheapen your brand or attract tire-kickers who waste your time.
If you’ve ever wondered whether offering “$500 Off a Roof Replacement” is helping or hurting your business, this article is for you. Below, we break down the key dos and don’ts of using discounts in your roofing ads, so you can drive more high-quality leads without damaging your reputation or margins.
Why Discounts Work in Roofing Marketing
Roofing is a high-ticket service. A well-positioned discount can do several things for your business:
- Grab attention in a crowded market
- Differentiate you from competitors
- Help push homeowners off the fence
- Make a large investment feel more manageable
But there’s a fine line between smart incentives and undermining your value. Let’s walk through what to do—and what to avoid—when advertising discounts.
The Dos of Using Discounts in Roofing Ads
✅ Do Tie the Discount to a Clear Offer
Don’t just say “We’re offering discounts!” Make it specific.
- “Get $750 Off Full Roof Replacement – This Month Only”
- “Storm Damage? Free Inspection + $250 Off Repairs”
- “New Roof, No Payments Until 2025 – Limited-Time Financing”
Clarity increases conversions. Specificity builds trust.
✅ Do Set a Deadline to Create Urgency
A discount with no end date isn’t a discount—it’s your new price. Time-sensitive offers drive action.
“Offer ends Friday” or “This week only for Plano homeowners.”
✅ Do Use Discounts Strategically After Storms
Storm-damaged areas are full of hesitant homeowners. A limited-time offer can help them take action quickly.
“Frisco Residents: $500 Off Roof Replacement After This Week’s Hailstorm – Book Today”
This strategy pairs well with weather-based intent targeting.
✅ Do Promote Discounts Across Channels
Use your discount consistently across:
- Google Ads and Meta Ads
- Your website landing pages
- Google Business Profile posts
- Email campaigns
Consistency increases trust and improves ad-to-page relevance—boosting conversion rates.
✅ Do Target the Right Audience
A discount is most effective when shown to high-intent homeowners. Use targeting strategies like:
- Intent-based audience targeting
- Location and homeowner demographic filters
- Negative keywords to avoid bargain hunters
Not every homeowner deserves the same deal. Target smarter to protect your margins.
The Don’ts of Using Discounts in Roofing Ads
❌ Don’t Overuse Discounts
Running constant discounts trains your audience to wait for the next one. This kills urgency and makes full-price buyers feel burned.
Use discounts sparingly—during slow seasons, after storms, or in time-sensitive offers.
❌ Don’t Use Vague or Deceptive Language
“Up to $1000 Off” sounds like bait and switch. “Limited-Time Offer” with no details feels sketchy. This type of language lowers trust and leads to ad disapproval or complaints.
Be clear and honest. If your offer is $500 off on jobs over $10K—say that.
❌ Don’t Advertise Discounts Without a System to Track Them
Every discount needs to be measurable. Otherwise, you won’t know what’s working—or if you’re giving away too much.
Use dedicated landing pages or promo codes tied to each campaign. Track leads, conversions, and final sale value.
❌ Don’t Lead With Price Alone
If your entire value proposition is “We’re cheaper,” you’ll attract shoppers—not loyal customers.
Discounts should support your value—not replace it. Use them alongside trust signals, local reviews, and proof of quality work.
Make sure your landing page communicates more than just price.
❌ Don’t Ignore Compliance
Ad platforms have strict rules about promotions. Google and Meta may disapprove your ad if the offer:
- Lacks a clear expiration date
- Doesn’t match the landing page
- Feels misleading or exaggerated
When in doubt, keep it clear, honest, and supported by a visible page on your website.
How HOWL Uses Discounts the Right Way in Roofing Campaigns
At HOWL, we don’t push gimmicks. We build that attract qualified leads—and smart discounts are part of that toolbox when used correctly.
Our approach includes:
- Crafting time-sensitive offers with real value
- Testing headlines like “$500 Off” vs “Free Inspection + Storm Report”
- Segmenting audiences so only the right people see your best deals
- Building city-specific landing pages with matching CTAs
We use data to test and improve performance—not guesswork.
Final Thoughts: Discounts Should Drive Leads, Not Devalue Your Brand
Offering a discount doesn’t make you cheap—unless you market it like that. The key is positioning. Smart discounts make your offer feel urgent, valuable, and homeowner-friendly without cutting into your bottom line or attracting the wrong leads.
Apply to work with HOWL and let us build a roofing ad strategy that uses offers the right way—so you get more leads, better jobs, and none of the headache.