Let’s cut through the noise. Most of the “intent data” out there isn’t really intent—it’s just demographic or contextual guessing. If you’re a roofer trying to grow your business, you need to know who’s actually in the market for a roof, not just who owns a house.
This is where intent data comes in—but only if you’re using the right tools. Let’s break down what real intent data looks like, how it works, and which tools are actually useful for roofers (and which are just fluff).
First, What Is Intent Data?
Intent data shows you which homeowners are actively researching roofing services. It’s based on real behavior—like search terms, page visits, clicks, comparisons, and time spent reading specific roofing content.
This isn’t just “they live in a home worth $400K.” It’s more like:
- They searched “how much does a new roof cost” last week
- They clicked 3 roofing contractor listings in the past 48 hours
- They visited a storm damage repair guide twice this week
That’s intent. And it’s gold if you know how to tap into it.
Why Roofers Should Care About Intent Data
Because not all leads are equal.
A homeowner casually looking around might convert in 6 months—or never. But someone actively researching roof financing options? That’s a high-intent prospect. If you’re not getting in front of them now, your competitors are.
Intent data helps you:
- Spend less on ads by targeting the right people
- Send smarter emails that get opened and replied to
- Prioritize follow-ups with hotter leads
- Boost ROI across every campaign you run
Top Tools to Collect and Analyze Intent Data (Specifically for Roofers)
1. HOWL’s Proprietary Intent Engine (Purpose-Built for Roofers)
Let’s start with what we built for roofers at HOWL.
Most intent providers sell you recycled data pulled from basic site visits or B2B tech trends (which don’t help at all in residential roofing). Our engine actually tracks real homeowner behavior across platforms—searches, clicks, ad interactions, and more—to identify who’s in-market for roofing now.
- Hyper-local tracking (zip-code level)
- Behavior-based—not demographic guessing
- Integrates with your email, Meta Ads, and Google PPC
Best for: Roofers who want smarter leads and faster ROI without wasting money on lookalike audiences or cold lists.
Apply here to use HOWL’s intent data in your marketing.
2. Google Ads Audience Insights
If you’re running PPC campaigns, Google collects some useful data on who’s engaging with your ads. It’s not pure intent, but it gives you directional info like:
- Which search terms convert the most
- Which audiences (homeowners, DIYers, investors) click most often
- How geography impacts lead quality
Use this data to refine your keyword targeting, adjust bids by zip code, and add exclusions to filter out bad traffic.
3. Meta’s Engagement-Based Custom Audiences
Meta (Facebook and Instagram) lets you build retargeting and custom audiences based on user behavior:
- People who watched your roofing videos
- People who clicked your ads but didn’t convert
- People who engaged with your page or filled out a form
These engagement signals are light forms of intent—and when combined with real signals (like those from HOWL), they let you scale campaigns efficiently.
4. Lead Tracking with CallRail or WhatConverts
Once you generate a lead, tools like CallRail or WhatConverts help you trace that lead back to the original search term, ad, or webpage they came from.
This data gives you insight into:
- Which ads produce high-converting calls
- Which pages drive the most form submissions
- Which keywords attract tire-kickers vs. ready buyers
That means you can stop paying for the wrong clicks—and double down on what’s working.
5. HubSpot or ActiveCampaign with Site Tracking
If you’re using a CRM or email platform like HubSpot or ActiveCampaign, you can install tracking code that logs what contacts are doing on your site:
- Which pages they view
- How long they stay
- What CTAs they interact with
This lets you score leads based on behavior and send the right message at the right time. Example: A lead who revisits your financing page three times? That’s someone your sales team should call—now.
Intent Data: Not All Tools Are Equal
Here’s where most roofers get burned:
- They buy “intent data” lists that are just scraped homeowner info
- They run ads to cold audiences and expect instant results
- They don’t track what happens after the click
Real intent data is dynamic. It’s behavior-driven. It updates in real time. And it tells you who’s actively searching—not just who owns a house.
How to Put Intent Data into Action
Once you’re collecting or receiving intent signals, here’s how to use them:
1. Prioritize Your Ad Spend
Run PPC and Meta Ads campaigns only to segments showing strong buying intent. You’ll lower cost-per-lead and improve ROI.
2. Personalize Email Outreach
Send tailored follow-ups based on what pages they viewed or services they searched for. Stop sending one-size-fits-all blasts.
3. Automate Follow-Up Based on Behavior
If someone revisits your storm damage page three times in two days, that should trigger a fast, personalized outreach—automatically.
4. Retarget Hot Prospects Smarter
Use Meta retargeting and YouTube ads to stay in front of leads showing buying signals, not just past visitors.
Final Word
Roofing leads aren’t hard to find—they’re hard to qualify. Intent data flips the game. It tells you who’s ready to buy so you can stop wasting money on people who aren’t.
Whether you’re running Google Ads, Meta campaigns, or email marketing, the best results happen when your targeting is built on intent—not assumptions.
At HOWL, we build marketing systems that combine real behavior tracking, clean data, and performance-driven creative—so you’re not just getting clicks. You’re getting calls, form fills, and booked jobs.
Apply to work with HOWL and get intent data that actually works for roofers—because it was built for roofers.