Metal roofing represents a fantastic, often lucrative opportunity for companies across the United States.
Despite their high-ticket earnings potential, many roofing contractors simply don’t know how to promote these efficient roofing materials.
Some waste money on traditional advertising activities, while others experience zero results from their online marketing efforts.
Instead of throwing your hands up in the air and doubling down on shingles, why not develop your own low-cost, high-reward strategy for metal roofing?
The following guide outlines how to promote metal roofing in 2025 using marketing and advertising.
Our guide dives into roofing marketing channels like SEO and PPC, which can produce metal roofing leads for your business.
A Quick Disclaimer
Google Search acts as a starting point for billions of consumer inquiries, including those regarding metal roof installations. Our recommendations depend upon a well-crafted website optimized for search.
If your website is performing poorly, or you don’t know how well your site is generating leads, consult a digital marketing professional before taking on these new activities.
The 4 Types of Micro-Moments Help Explain the Stages of Metal Roofing Interest.
Source: Google
Understanding the Buyer Interest Cycle
Google defines four key categories that most consumer searches fall into.
These “micro-moments” describe the user intent behind the Google searches:
- “I Want to Know”
- “I Want to Go”
- “I Want to Do”
- “I Want to Buy”
The first and the last types of micro-moments are the ones we are most interested in for metal roofing promotions.
The others provide useful insights for your roofer SEO (search engine optimization), but that’s for another day’s discussion.
“I want to know” moments mostly relate to topical research when homeowners or businesses first begin their search for roof replacement options.
“I want to buy” moments, on the other hand, involve searches with heavy purchase intent.
The most successful roofing contractors know how to pursue leads in each stage and in between.
Early Stage Metal Roofing Promotion – Developing Interest
Indirect Topic Promotion Through Content Marketing
In the early stages of interest, future customers may not even be looking for a roof replacement. In fact, they might even have their mind on the subject at all.
At this stage, we’re simply sowing seeds that may or may not mature into new leads down the road.
In a way, roofers are actually promoting the topic of metal roofing rather than their own brands.
In other words, early-stage promotion falls into the realm of content marketing.
For example, energy efficiency provides the perfect introductory topic for metal roofing.
If your business hasn’t tried content marketing yet, it’s worth experimenting with.
Not only does it have value for your roofing SEO performance, but content marketing also requires negligible monetary investment on your company’s part.
Where to Invest Your Time (Plus Benefits)
- Research and Data Studies – Original research and data studies to attract backlinks for SEO
- Facebook Posts – promote popular stories with Facebook Ads later
- Instagram Stories – share pictures of your latest metal roofing projects
- YouTube Videos – explain the differences between types of roofing
Remember, content marketing doesn’t mean you never take the chance to promote your brand.
In fact, every Facebook post and YouTube video should link back to your website, where potential leads can move further through the buying funnel.
Of course, there are some more direct ways to promote metal roofing installation.
Direct Promotion via Website Content
As always, your greatest online marketing tool isn’t your Facebook Business account or paid ads. It’s your website.
Almost every digital marketing activity begins and ends with your company website. Ensuring that your site ranks well and continues to earn leads is the entire point behind SEO for roofers.
After Google’s Helpful Content Update, unique and original website content performs well on search results.
Dig deep into the roofing category you’re trying to promote. Discuss what you love most about metal roofing and which brands provide the best value.
Just focus on providing valuable, insightful content that proves why homeowners (and businesses) should be interested.
Of course, your website has many ways to promote metal roofing.
Top Promotional Activities
- Embedded YouTube Videos
- Infographics
- Links to Related Consumer Publications
- Research and Data Studies (i.e., blog posts)
Videos and other rich visual media typically provide the best results. They make the benefits of metal roofing feel more real than plain text.
These resources also make for great social media content later on.
Make such a strong impression that your company name automatically gets on a potential client’s list when they are ready to start the purchase process.
Late Stage Metal Roofing Promotion – Buying Intent
Earlier, we discussed the four key micro-moments consumers experience when searching online. We’ve talked about the first research-oriented moment.
Now we’re moving on to “I want to buy.” Consumers and businesses in this category have the highest levels of purchase intent, which is why roofing contractors struggle so fiercely to earn their attention.
If your business wants to thrive in the online marketplace, you’ll need to know how to capitalize on this user intent.
If you want to dominate in the “I want to buy” category, you’ll need to master three critical areas:
- Organic Search Optimization
- Paid Search Campaigns
- Citations & Reputation Management
Few listings earn such incredible traffic as Local 3-Packs. Best of all, the conversion rate is high because of your associated reviews.
Search Engine Optimization: Local Results
We’ve already discussed how important website optimization is for your long-term success. But what does an optimized website even look like?
Many metal roofers can benefit from hiring from one of the best roofing SEO companies. For roofers, website design elements include the company logo, calls to action, and navigation menu.
Don’t forget about the content within the pages themselves that drive results. You’ll need to ensure your pages are keyword-optimized to capture the best results for metal roofing prospects.
How to Optimize Content Keywords
- Include local city and state additions to your focus keyword.
- Sprinkle variations of your focus keywords throughout the pages.
- Mention related roofing topics.
- Don’t stuff your page with too many keywords.
- Include related phrases in your image attributes.
Be sure all your service pages are neatly tucked under a handful of primary service categories.
After all, you don’t want people to skip your website because they can’t find your standing seam metal roofing page beneath the green roofing services.
Search Adverts for Metal Roofing: Paid Results
As you can imagine, the competition for metal roofing installation is extremely fierce regarding local Google results.
Organic (unpaid) keyword results can be challenging to come by, especially from brand-new roofing contractors. That’s why many companies choose to skip the competition through paid Google Ads.
These campaigns allow roofers to advertise their metal roofing services within a specified geographical radius, your service area.
These ads have several alluring advantages over traditional advertising.
- They typically get top placement on Google results pages.
- Roofers only pay when people click on their ads.
- They come with contact information for the company.
- The ads run on a strict budget they won’t ignore.
If your business only recently launched a website for the first time, Google’s paid ads offer a simple way to generate leads quickly.
Many roofing contractors experience a double return on their investment, something not every marketing service can offer.
While roofers should ultimately look to earn most of their business through organic search, paid ads are still a fantastic option for capturing buy-ready consumers.
Business Listings & Quality Reviews: Natural Results
At Roofers Guild, we’ve discussed how consumer perception can be improved by showcasing your company’s experience, authority, and trustworthiness.
That’s why large roofing companies advertise their OSHA safety standard compliance and other credentials.
The most essential indicator of trustworthiness, however, is client reviews. People trust online reviews almost as much as they trust recommendations from friends or family members.
Where to Collect Reviews
- Google Reviews
- Better Business Bureau
- Yelp
- Angi’
- HomeAdvisor
These days, Google rewards broad collections from a variety of review sources. In other words, if all your reviews come in through Angie’s List (or even Google Reviews), they probably won’t have the impact you’d hoped for.
Try using a dependable WordPress widget to collect them all into your website for the best results. Ensure your roofing company is listed in Google My Business and as many other free citation sources as possible.
Closing Notes on Metal Roofing Promotion
Roofers rely on a wide variety of lead-generating activities for their ongoing growth. With so many consumers and businesses using Google Search and other engines to find their essential services, it only makes sense to pursue these leads online.
Learning the basics behind search engine optimization and paid ads is imperative. You can use these principles for metal roofing or any other one of your services.
If you have any questions about how to promote metal roofing or your business in general, talk with one of our experts at Roofer’s Guild.