Why do my roofing ads get clicks but no booked estimates?
By the Margin Media team · Updated
Roofing ads get clicks but no booked estimates when the leak is after the click. The ad sends homeowners to a general home page, the form asks too much, the call rings out because everyone is on a roof, or the lead is called back the next day. Follow one lead from click to calendar before changing the ad.
Where do roofing ad leads get lost?
Roofing ad leads are lost in four places between the click and the calendar. Each one looks fine from inside the company and feels like a dead end to the homeowner.
- The page: the ad promised a free storm inspection and the click lands on a home page about everything.
- The form: ten fields on a phone, sent to an inbox nobody opens until evening.
- The phone: the homeowner calls from the ad and gets voicemail.
- The follow-up: one callback attempt, then nothing.
How do you find which one it is?
Follow one lead yourself. Click your own ad on a phone, fill in the form, and time how long until someone from your company reaches you. Then call the number in the ad at lunch and at six in the evening.
Then count for last month: clicks, forms and calls, conversations, booked inspections, and inspections that happened. The biggest drop between two of those numbers is where the money is going.
When is the ad itself the problem?
The ad is the problem when the right people never see it or the wrong ones click it. Signs are calls for services you don't offer, leads from towns you don't serve, and renters asking about roofs they don't own. That is a targeting and wording job, worth doing once the phone and follow-up are sound.
How does Margin fix it for roofers?
Margin builds the ads and a booking page for each campaign, so the click lands on what the ad promised. Mia, an AI receptionist, answers calls from the ads day and night, and every lead is called or texted within a minute and followed up until they book or say no.
Booked inspections land on your portal calendar and the office is told. Texting begins once carriers approve your number. The monthly report shows what the ads brought in, what got booked and what changes next.
What Margin sets up for this.
- Ads on Facebook and Instagram, in an account you own
- Mia, the AI receptionist, on every call
- Booking onto your calendar
- Follow-up until they book or say no
- A monthly report and strategy call
What a business needs is decided on its audit. It is a one-time setup fee and a monthly fee, with exact numbers on the audit.
How Margin works for roofersSee the portal with a sample business
Related questions
Are clicks without calls a sign my roofing ads are targeted wrong?
Sometimes. If the clicks come from the right towns and searches, the roofing ad is doing its job and the page or the phone is losing them. If they come from out of area or unrelated searches, the targeting needs work first.
What should a roofing ad landing page have on it?
A roofing landing page needs the same offer as the ad, a phone number that can be tapped, a short form, proof such as reviews and photos of real jobs, and the towns served. One page per campaign, with one thing to do.
How fast should a roofing ad lead be contacted?
Within minutes, and within one minute if you can. A homeowner who just filled in a roofing form is still holding the phone and may be contacting other roofers. An hour later they have gone back to their day.