In today’s competitive market, roofing companies need more than static images and copy to stand out—they need video content. Whether it’s for Meta Ads, Google Display, YouTube, or your website, video is one of the most powerful tools in your advertising strategy.
Video builds trust faster, keeps people engaged longer, and helps convert views into booked roofing jobs. If you’re not using video, you’re leaving leads—and revenue—on the table.
In this article, we’ll explore why video content is so important in roofing advertising, the types of videos that perform best, and how to use video to drive more local leads.
Why Video Content Matters for Roofers
1. Video Builds Trust Instantly
Roofing is a high-ticket, high-trust purchase. Most homeowners have never hired a roofer before—and they’re wary of scams, fly-by-nights, and poor workmanship. A 30-second video showing your crew in action, your process, or a client testimonial builds credibility fast.
Video lets homeowners:
- See who you are before they call
- Watch the quality of your work in real jobs
- Hear from satisfied customers instead of reading another review
2. Video Stops the Scroll
When running ads on Facebook, Instagram, or YouTube, video outperforms static images in nearly every roofing campaign. Why? Because it grabs attention in motion.
Video ads get:
- Higher click-through rates (CTR)
- Better engagement
- Lower cost per lead (CPL)
Even a simple cell phone walkthrough of a completed roof project can outperform a professional photo when used correctly in an ad campaign.
3. Video Improves SEO and Website Engagement
Websites with video have longer average session durations, lower bounce rates, and higher conversions. Google loves this. Adding videos to service pages, blog content, and your homepage increases the likelihood of ranking higher in local search.
Examples:
- “Watch How We Replaced This Storm-Damaged Roof in Allen TX”
- “Our Step-by-Step Roof Replacement Process”
Google also prioritizes video results in search, especially YouTube videos embedded on your site.
4. Video Converts Better Than Text Alone
Whether it’s a landing page or a retargeting ad, video dramatically improves conversion rates. People are more likely to trust, remember, and act after watching a video than reading a paragraph.
Best Types of Video Content for Roofing Advertising
1. Before-and-After Project Videos
Show a real job from start to finish. This is visual proof that your crew delivers quality work. Add captions, customer quotes, or a short voiceover to explain what you did and why it matters.
2. Customer Testimonials
Let satisfied homeowners do the selling for you. Even a casual interview in front of their new roof can become a powerful ad.
Pro tip: Ask customers how they felt before, during, and after working with you.
3. Crew in Action
Show your team working on roofs. These build trust by showing that you’re local, professional, and hands-on.
Bonus: Wearing branded shirts or showcasing your truck increases brand recognition.
4. Owner or Sales Rep Introduction
Give potential customers a face and voice behind the business. Talk about your values, your experience, and why you do what you do.
5. Explainer or Educational Videos
Break down the roofing process, how insurance claims work, or the difference between shingles and metal. These videos position your brand as the expert and build trust during the research phase.
6. Storm Damage or Emergency Response Videos
Show footage of roofs impacted by hail or wind and how quickly you responded. These are perfect for storm-targeted campaigns.
Where to Use Video in Your Roofing Marketing Strategy
1. Meta Ads (Facebook & Instagram)
Use short (15–30 second) videos to target homeowners in your service area. Great for lead generation and brand awareness campaigns.
2. YouTube Ads
Use YouTube to reach homeowners searching for roofing help. Target by zip code and intent keywords like “roof leak” or “storm repair contractor.”
3. Google Business Profile
Add videos to your GBP gallery to improve engagement. Show off your crew, your process, or completed projects.
4. Website Landing Pages
Embed videos on your homepage, service pages, or estimate form pages. Keep it local and personal for best results.
5. Email Follow-Ups
Include videos in your drip campaigns or post-appointment emails. “Here’s what to expect on install day” is a great example of helpful content that builds trust.
How HOWL Uses Video to Drive Roofing Leads
At HOWL, we use video as a core piece of every roofer’s ad strategy. We don’t just run generic ads—we build full-funnel video campaigns that move homeowners from attention to action.
Our video strategy includes:
- Scriptwriting and storyboarding
- Video editing for Meta, YouTube, and landing pages
- Retargeting with customer testimonial videos
- Performance tracking to optimize video length, captions, and calls to action
Whether you already have video content or need help creating it, we make it work harder for your business.
Final Thoughts: Video Is No Longer Optional
If you’re not using video in your roofing advertising, you’re falling behind. Video builds trust faster, explains your value more clearly, and connects emotionally with homeowners—making it one of the most powerful lead generation tools available.
Apply to work with HOWL and let us build a video-driven campaign that puts your roofing company in motion—so you get seen, get remembered, and get booked.