How to Get Commercial Roofing Leads That Turn Into Big Jobs
How do you get commercial roofing leads that actually turn into profitable, long-term projects? It’s a question that every serious roofing contractor eventually faces. Managing crews, timelines, and materials is one part of the business, but generating steady, high-value leads is what really drives growth. Without a dependable system in place, leads dry up, projects slow down, and cash flow becomes unpredictable.
In this guide, we’re answering “How to Get Commercial Roofing Leads?” with proven strategies designed for today’s market. From building a brand-driven online presence to executing cold outreach, you’ll discover how to create a scalable lead generation engine that fills your calendar with the kind of jobs that move the needle.
How to Get Commercial Roofing Leads
Build a Branded Lead Generation System
The first step to sustainable growth is owning your brand online. Relying on lead resellers or third-party platforms (like Angi or HomeAdvisor) might get you short-term jobs, but you’re giving away control, margins, and brand value.
Here’s what to do instead:
- Register a strong domain name and build a professional, fast-loading website that represents your commercial expertise.
- Set up a Google Business Profile (GBP) and optimize it with real photos, business hours, categories, and a keyword-rich description.
- Invest in organic SEO, targeting terms like “commercial flat roofing,” “TPO roof contractor,” and location-specific keywords.
- Publish niche content, including blog posts and landing pages that speak directly to commercial clients.
With a solid SEO and content strategy, you not only rank higher in traditional search results, you also appear in the Google Map 3-Pack, a prime spot for high-converting local leads. Combine this with GBP enhancements like service justifications and customer reviews, and you’ll own your digital real estate.
Conduct Competitive Analysis
To rise above the competition, you need to understand what they’re doing—and do it better. A well-run competitive analysis can reveal gaps in their strategy that you can exploit.
Start by:
- Searching Google for terms like “commercial roof repair in [city]”
- Analyzing the top 5 results—what content do they feature? What’s their site structure like? What services are emphasized?
- Looking at their backlinks, traffic sources, and on-page SEO using tools like Ahrefs or SEMrush.
Once you know what’s working for your competitors, you can:
- Create similar content, but optimize it more effectively
- Improve their calls to action, UX design, and value propositions
- Publish new service areas and specialties they haven’t covered
You don’t have to reinvent the wheel—you just need to roll it better.
Study Local and National Roofing Leaders
Great marketers don’t limit their research to their own neighborhood. Some of the most innovative strategies come from observing dominant commercial roofing companies across the country.
Look at their websites, marketing funnels, ad copy, and service positioning. Ask:
- Are they using unique layouts or messaging?
- Are they ranking with creative listicles or high-value blog content?
- Are they using videos or testimonials in unique ways?
Also, review industry publications like Roofing Contractor Magazine or commercial building newsletters. Their articles often rank in Google because they’re packed with keyword-rich content and structured data, giving you insight into how to frame your own resources for maximum visibility.
Beat the Competitive Baseline
There’s a minimum standard your competitors are meeting—your goal is to exceed it across every channel.
Break down what they’re doing in these areas:
- Website Design: Is yours faster, clearer, and more persuasive?
- Ad Spend: Are they relying on Google Ads? Facebook? Bing? Could you diversify and capture unclaimed traffic?
- Content Depth: Is your content more helpful, detailed, and optimized?
- Branding: Are you recognizable? Are you consistent across all channels?
Once you identify weaknesses in the competitive baseline, you can leapfrog them by creating more trust, clarity, and relevance in your marketing.
How Do You Market A Roofing Company?
Start a Customer Referral Program
Word-of-mouth marketing isn’t just powerful—it’s profitable and cost-efficient. A formalized referral program gives customers a reason to talk about you, while giving you a reliable lead stream from your most enthusiastic supporters.
Here’s how to set it up:
- Offer a reward—cash, gift cards, discounts, or charity donations.
- Create easy participation—use QR codes, online forms, or text-based submissions.
- Promote it—mention it during service calls, include it in invoices, and talk about it on social media.
- Track and improve—use simple software or a spreadsheet to monitor performance.
Referrals convert at a much higher rate because they come with trust built in. Leverage that social proof to secure more leads without spending more money.
Set Up Your Google Business Profile
Your Google Business Profile (formerly Google My Business) is one of the most critical tools in your local marketing arsenal.
Benefits:
- Shows up on Google Maps and Local Pack, putting you directly in front of local searchers
- Enables instant credibility with reviews, photos, and business details
- Builds trust through consistent engagement and customer interactions
Best practices:
- Keep your profile fully updated
- Add service-specific photos and before/after shots
- Ask for reviews after every job and respond to all feedback, good or bad
An active, well-managed GBP improves visibility and trust, two of the biggest drivers of conversions.
Create a User-Friendly Roofing Website
Think of your website as your 24/7 salesperson. If it looks outdated, is hard to navigate, or lacks credibility cues, leads will bounce.
Your site should include:
- A bold header with your phone number and a quote form
- Clear breakdowns of services, from roof repair to flat roof coatings
- Areas you serve and typical project types
- Company background and values
- Real testimonials and trust badges (BBB, certifications, etc.)
- High-resolution images of completed jobs
Bonus: Include industry-specific landing pages like “industrial roofing” or “hospital roof replacements” to attract decision-makers from those verticals.
Leverage Digital Marketing Channels
Modern roofing marketing starts and ends online. Run Google Ads targeting high-intent keywords. Use Facebook Ads to retarget warm prospects. Optimize your website for organic SEO, and build out a presence on YouTube and LinkedIn for B2B appeal.
Digital platforms you should explore:
- Google Ads: High purchase intent, strong ROI for commercial search terms
- Facebook & Instagram: Great for showcasing projects and staying top of mind
- YouTube: Post case studies and time-lapse installs
- LinkedIn: Connect with facility managers, developers, and real estate professionals
With tools like ServiceTitan Marketing Pro or Convex, you can streamline outreach, manage leads more efficiently, and get deep insights into campaign performance.
Attend Networking Events and Trade Shows
Old-school networking still works—especially in commercial roofing. Set up booths at local and regional construction expos, real estate events, or facility management conferences.
At the event:
- Display your portfolio and capabilities with visuals and case studies
- Offer branded giveaways (flashlights, work gloves, etc.)
- Get face time with decision-makers you can’t reach through digital means
Follow up after the event with personalized emails or calls. These relationships often lead to long-term contracts and recurring revenue streams.
Use Cold Outreach & Email Campaigns
Sometimes, the direct approach works best. Identify commercial properties undergoing work—or those overdue for maintenance—and reach out.
Your cold outreach strategy should:
- Use targeted email with strong subject lines and clear CTAs
- Follow up 2–3 times to stay top-of-mind
- Highlight a clear value proposition (e.g., free roof inspection or warranty check)
Cold calls may not close deals immediately, but paired with email and remarketing, they’re highly effective for long-cycle B2B contracts.
Final Thoughts
To succeed in commercial roofing, you need more than just skills on the ladder—you need a system behind your sales pipeline. With a strong website, optimized Google profile, referral engine, and a powerful digital marketing strategy, you’ll build a brand that attracts the right clients—and keeps them coming back.
Click Typhoon can make it all happen. With our Roofing SEO Services, we handle everything from building your website to managing your ads and generating leads. We specialize in helping commercial roofers grow fast and profitably.
Let us build your blueprint for long-term success—because big jobs require bold strategies.
Schedule your free consultation now and let’s get to work turning clicks into contracts.
Follow us on our socials here:
Check out some of our blogs to help your SEO needs:
How to Get Commercial Roofing Jobs
