All Posts by Mauricio Cardenal


About the Author

I help roofing businesses generate more clients online

Built To Sell: Creating A Company That Lasts Forever
Mar 23

Built To Sell: Creating A Company That Lasts Forever

By Mauricio Cardenal | online marketing

Built To Sell: Creating A Company That Lasts Forever

Built to sell is a strategy of building a business in a way that has systems run the business instead of having to rely heavily on its founder.

The book, Built to Sell by John Warrillow, says that if you pursue three criteria- teachable, valuable, and repeatable, you will have built a business that you can sell.

Even if you have no intention of selling your business you should build your business in a systemized manner so you can have a valuable asset in your life.

Most private businesses rely heavily on its founder which makes the wealth difficult to liquidate.

In the book, Rich Dad Poor Dad highlights the importance of holding and building assets in your life.

Building assets like real estate, stock investments, and sellable businesses are how someone gets financially rich.

The vast majority of contractors don’t have an exit strategy and have not built their business in a way that doesn’t rely on them.

The Father & Son Legacy

You see many father & son or even father & daughter relationships in roofing. These companies have history and usually take their legacy more serious.

One of the main ideas of the Built To Sell is that you should build your business as it would last forever.

Many roofing companies have the luxury or detriment (however you want to see it) of being a family business.

One of the biggest fears that roofing contractors have is what will happen to their company once they decide to retire or leave the industry.

Most contractors do not have an exit strategy and most roofing companies are not valuable to outside investors.

The reason this happens is that outside investors look at what the future profitability of the company if/when the founder leaves.

If the company is too reliant on its founder the company won’t be worth much even though some of these companies are making millions.


If you are trying to sell your roofing business the first step would be to get a valuation. A valuation includes your assets, the experience of your management team, customer database, branding, networking relationships, and lead generation systems.

Even if you have no intention of selling your company you should be thinking about the valuation of your business just in case something happens to you.

Over 70% of entrepreneurs wealth is trapped inside an illiquid business and fewer than 30% businesses will ever sell.

Most people fail to hire an estate planner to plan out the events if there is a death.

The three main criteria that investors look for when buying a business is cash flow, future profitability, and specialization.

The valuation of your roofing company should also include tangible assets like your trucks, roofing materials, any land you own, and your current inventory.

Building Wealth

In the book, Rich Dad, Poor, Kiyosaki argues that the fastest way to wealth is to own as many assets you can.

When you think of wealth in terms of assets and liabilities your mindset shifts.

Most entrepreneurs start a business because they don’t want to be mediocre. I know this is the reason why I started my own business.

Built To Sell: Creating A Company That Lasts Forever

Even though I was making over 100K in my mid-20s I know having a job is like being an addict. Having a high paying salary limits your potential.

Entrepreneurship is the fastest path to wealth.

But if there is no exit strategy your business won’t be worth much…

Roofing Lead generation

Most roofing companies rely on outside companies to generate leads for their business.

Companies like HomeAdvisor, Thumbtack, Porch, and others have enabled roofing companies to put off building their own lead generation systems.

Too many contractors are relying on the old school strategies vs. embracing the online marketing strategies.

When you fail to implement your own lead generation systems your company will be missing a big piece of the puzzle.

An outside investor or competitor will value having your company generate its own leads.

The more channels your company generates leads from the more stable and predictable your will sales be.

Sales are king but marketing is queen.

Do You Have A Roofing Brand?

Most roofing companies ignore branding. This is a mistake because branding is an attractive asset that outside investors look for.

If a roofing company is the most well-known brand in their city this will make it easier for that company to generate more referrals and charge premium prices.

Building a brand allows you to charge premium pricing which allows more profitability. Profitability is one of the most important criteria to outside investors.

Do You Have A Customer Database?

Building a customer database is one of the most valuable assets in your business. Even though many roofing customers are 1-time customers, this doesn’t change the fact that you should continually be building your database with prospects, leads, and customers.

If a competitor is buying your company they will value your customer database.

Referrals are always to be the #1 way that service companies get more business. If you don’t have a customer base then it will be more difficult to generate referrals.

Production Systems

Building a production system is a key component in a valuable business. I don’t have any experience with the production side of roofing but just like building a system you have to create standard operating procedures.

By making the production a repeatable and teachable process you will create a system that runs itself.


Even if you have no intention of selling your company your business should be built as it would last forever.

One of the biggest mistakes that entrepreneurs make is building a business that is too dependent on its founder.

When you build your business this way you’ve built a valuable asset. Building valuable assets are the most important metric in getting wealthy.

We take a chance to start a business in order to not live an ordinary life.

By building your business that is built to sell you will build a legacy that lasts forever.

Mar 15

Old Way vs. New Way: Why The Construction Space Needs To Change

By Mauricio Cardenal | online marketing

There is a battle today in the construction world.

The internet has disrupted the construction industry and many companies are having a hard time adjusting to this new world.

The Pain vs. Pleasure Principle

People are more likely to avoid pain than seek pleasure

If you understand this psychological principle you’ll understand why roofing contractors are afraid of change.

Just like any other group of people, roofing contractors are looking to avoid pain.

When you change things in your business there might be some failures which can lead to pain.

This is why most roofing businesses have for so long relied on old-school lead generation strategies.

Strategies like canvassing, door knocking, direct mail, storm chasing, local television, trade shows, and Homeadvisor etc…

These strategies have been proven to work which makes it easy for roofing companies to justify not making changes.

These outbound marketing strategies have become less effective at spreading the word as people get better at blocking out these interruptions.

People don’t want to be interrupted by marketers or harassed by salespeople. People want to be helped.

The world has changed dramatically: People no longer live, work, shop, and buy as they did a decade or two ago. And yet, most businesses in this space still try to market like it’s the 1990s.

Think about it, most people now primarily shop and gather information through search engines, such as Google.

The average information seeker conducts dozens of searches per day-and, rather than listen to a sales rep, read a spam message, watch a TV ad, or fly to a trade show, most people find it easier to sit at their desks and find the information online through Google and social media.

So, this is why a lot of marketing campaigns fail and never have the impact they should have. No matter who you are targeting you’ll eventually have to have a conversation.

And, the best way to have a conversation is to give value first.

Now, why is this important?

It’s important because today your prospects have virtually unlimited options that are only a click away, so competing on price alone will not be enough to fuel growth.

In fact, the historically tried and true four P’s of marketing (Product, Price, Place & Promotion) are all being challenged by a simple winning formula–add value first.

“How can I help?” is one of the most important questions in your business

When you think about how you can help you’ll understand the difference between outbound marketing vs. inbound marketing.

Outbound is internally oriented while inbound is outward oriented.

The most successful roofing businesses in this space have both inbound and outbound marketing systems that will get them results.

For the rest of the article, I am going to go over the most common inbound and outbound marketing strategies, old school vs. new school.

Outbound Marketing Strategies (Old Way)

Door Knocking aka Canvassing

Unless you are paying your reps commission only if you do the math the cost per lead for canvassing is a lot more expensive than you think.

There are a lot of roofing companies that feed their reps with leads while others do not but train their reps with their own sales training.

Both have their pros and cons.

Old Way vs. New Way Online Marketing roofing

If you are paying your reps a base salary it might take a few hours for them to generate a lead. If you have a system that feeds them leads they can be running their appointments instead of generating their own leads.

There is no right or wrong answer, but if you really want to take advantage of the opportunities online then you might have to change a few things on your end with how you pay your reps.


When I first started working with contractors I was surprised that telemarketing was still a popular way to generate leads.

Telemarketing has been around a while now but its effectiveness has dwindled as people are wary of telemarketers.

This is a pure outbound marketing strategy that can provide you with results if you choose the right telemarketing company.

I have no experience with this strategy in the roofing industry (even though I worked for a telemarketing company for about 6 months)


HomeAdvisor was originally called Magic Jack and was founded in 1998. They’ve become the largest lead generation company in the home improvement space.

Recently they acquired Angie’s List.

They have a terrible reputation within the industry, however, I have talked to multiple contractors that have good success with it.

In fact, I know a few contractors that have spent hundreds of thousands of dollars with HomeAdvisor which have led to millions in sales.

The big negative is you are relying on the name & reputation of HomeAdvisor to generate leads for you.

You are also competing against 4 other contractors for the same lead and a lot of the people that you talk to are price shopping.

New Way (Inbound Marketing Strategies)

Your business should always be the #1 lead source. When you outsource your lead generation you are relying on others to generate leads for you.

This makes you dependent.

When you implement these following strategies your business and your name will be the lead generation hub.

Old Way vs. New Way Online Marketing roofing

Google AdWords

According to my research there at least 500 roofing companies that are spending at least $1000/month on AdWords.

AdWords is a popular way that contractors generate leads.

Roofing is an expensive niche.

Some cities like Dallas or Denver the average CPC (Cost Per Click) can go as high $30

This means that you have to know what you are doing to get results.

You can quickly invest thousands of dollars in a couple of weeks and not see anything if you make mistakes.

The majority of small businesses that use AdWords do not set up call tracking or a landing page.

If you are in a smaller city, (less than 100,000 people) AdWords might not be a good solution. If you are just starting out I would not recommend this strategy, unless you have the cash flow.

Even though you can see leads right away, it will take a few months of advertising before you see the full benefits.


SEO is the process of getting your website ranked on the search engines so you can get free organic traffic which leads to roofing leads.

Unfortunately, a large percentage of contractors, I’d estimate about 10% don’t even have a website, and even larger percentage of contractors have a crappy website.

Having an SEO optimized website is the first step in getting your website ranked in the search engines.

When you implement a successful SEO campaign you will start seeing leads that will call you based on the information they found online.

Roofing is a competitive niche with SEO. This means that if you are trying to rank your website in larger markets it’s going to take more resources to help you get results.

SEO is a long-term strategy. It can take a minimum of 6 months to rank your website and up to 12 months in larger markets.

Overall, SEO can provide you with the best ROI of any channel because it encompasses your entire online presence.

Once you’ve ranked in the search engines you will see leads for years unless your rankings fall off.

Old Way vs. New Way Online Marketing roofing

Facebook Advertising

Even though Facebook Advertising has been around for years, not many roofing companies have had success with Facebook Ads.

The reason this happens is that a lot of roofing companies don’t really understand how Facebook Ads work.

Most people in this space, take an outbound direct marketing approach when doing Ads. They forget the fundamental question in marketing which is to add value first.

When you have this mindset of adding value first you’ll get much better results.

Facebook ads are about creating awareness and educating your prospects.

Boosting a post on your Facebook page does not constitute a marketing campaign on Facebook.

Most people that use Facebook are not looking to buy a roof especially online.

When you implement a Facebook Advertising strategy you have to be patient. It can take a few months of creating awareness and education before seeing significant results.


People want to avoid pain.

They are afraid of change and are afraid of failing again with their marketing.

Since they seek to avoid the pain they rely on old-school lead generation strategies that have been proven to work for a long time in their business.

Digital marketing which has been around for 15 years now but is still new in this industry.

Most roofing contractors know it works but have failed to see the results themselves. They are skeptical people and because of their negative past experiences, they remain on the sidelines.

Don’t get left on the sidelines because you are stuck in your old ways.

Embrace the changes in the industry and do whatever it takes to implement an online marketing system that gets you great results.

5 Local SEO Strategies That Will Help Your Website Rank
Mar 10

5 Local SEO Strategies That Will Help Your Website Rank

By Mauricio Cardenal | SEO

5 Local SEO Strategies That Will Help You Rank

Did you know that 80% of online searches are conducted by local people looking for local businesses?

75% of people who find local, helpful information in search results are more likely to buy the product/service from their local business

According to Roofing Contractor Magazine over 90% of roofing work begins with an internet search.

The importance of ranking your website on the search engines is growing every year as more and more people turn to the internet to make buying decisions.

Before you begin any local SEO campaign you have to understand what are the most important factors in ranking a website in the local search results.

Moz releases a list every year of the most important factors in ranking a website for local search results.

Moz Local Ranking Factors

5 Local SEO Strategies That Will Help Your Website Rank

As you can see the three most important factors are link signals, on page signals, and my business signals.

The following 5 strategies will help your website rank locally and takes into account these local search ranking factors.

  1. Google My Business

Google My Business is Google’s online directory. It has replaced the yellow pages as the biggest and most important directory in the world.

Google crawls the internet for every local business and creates a listing. A lot of contractors are not even aware that they have a listing.

The first step you should do is if you have a listing is to claim and verify that you are the owner. If you don’t have a listing then you should create one. It’s free.

There are a lot of articles that explain this in detail but I would follow Google’s instructions.

Once you’ve claimed and verified your listing the next step would be to complete as much information on your listing as you can. Here are some instructions from Search Engine Land that will help you with this:

  • Add a long, unique description that’s formatted correctly and includes links.
  • Choose the correct categories for your business. (Roofing contractor)
  • Upload as many photos as possible.
  • Add a local phone number to your listing.
  • Add your business address that’s consistent with that on your website and local directories.
  • Upload a high-resolution profile image and cover photo.
  • Add your opening times/days (if relevant).
  • Get real reviews from customers

NAP (Name Address Phone Number)

The next step, which ties into Google My Business and other directories, is to make sure that the name of your business, your address, and the phone number are all correct and are seen on every page of your website.

The best place to add this information is in the footer of your website.

The reason that this information has to be accurate is that you’ll use this information to submit to the different directories across the web.

2. Local Reviews

Local reviews play a big factor in getting rankings. There are many different review websites but the three that I would focus on are Google, Facebook, and Yelp with Google being the most important.

Getting reviews from your customers is not easy. It takes time and dedication. The first thing I would do is target the low hanging fruit by asking previous customers if they can review your business.

Next, I would create a standard operating procedure in which I would make every salesperson in my organization ask for reviews from customers.

The more positive reviews you get the better your rankings will be.

Local reviews also will help you make more sales. Over 88% of consumers trust online reviews. It helps establishes your credibility and your capability.

3. Local Link Building

Link building is the most important factor in achieving search engine rankings. However, unlike most SEO campaigns, getting links from local websites is more important than just regular links.

Here are a few ways to get local links

  • Release a press release in the local newspapers
  • Contact local businesses for sponsorships and ask them to link to you once you’ve done an event
  • Line up interviews with local publications, radio, etc…
  • Write guest posts for local websites. If you can’t find any then just do a regular guest posting.

4. Citations

A lot of contractors ignore local business citations. This is a mistake. A great way to get ranked is to make sure that your website is listed in different online directories.

Online directories like Yelp, Merchant’s Circle, and CitySearch are all important.

You should also use online directory aggregators like Infogroup, Neustar (aka Localeze), Acxiom and Factual

Make sure that your NAP (Name, Address, Phone Number) is consistent across all these directories.

5. On Page SEO

Your website plays a big factor in search engine rankings. You have to optimize your website for SEO

What does this mean?

It means that your website needs to have certain things in place for it to be optimized for search engines.

Brian Dean from Backlinko provides a useful infographic on the 16 most important factors in On-Page SEO.

Check this out:

If you are using a WordPress website I would recommend that you download the Yoast SEO plugin.

This plugin will help make your website much more SEO friendly.

To give you an idea of what your website should have you should read this:

5 Local SEO Strategies That Will Help Your Website Rank


Local search results are one of the best ways to get more roofing leads for your business. It takes time and effort to get this working for you but the benefits are enormous.

The importance of ranking in the search engines will only increase as more and more people turn to the internet to make buying decisions.

Whichever roofing company owns the front page of Google will be dominating their market.

How To Separate Your Roofing Business From The Competition
Mar 03

How To Separate Your Roofing Business From The Competition

By Mauricio Cardenal | Marketing

What separates you from the competition?

There are over 24,000 roofing businesses in the USA and over 100,000 roofing contractors in the USA alone. When you compare this number to other verticals it’s a significant number.

The competition is fierce in some areas of the country, in others not so much.

How do you stand out in a sea of competition?

One of the biggest questions that you need think about is how you stand out and separate yourself from the competition.

Young people are not entering the trades anymore. Our societies have looked down upon trade and vocational schools while glorifying traditional colleges.

This has made traditional college more popular than ever for young people vs. trade schools. A lot of skilled workers left after the 2007 financial crisis and they never returned.

Even with the lack of interest with young people entering the trades the construction industry has steadily grown after the financial crisis.

We are finally seeing the 2006 construction level activity. Even with the increase in activity, there are many construction jobs that have not been filled.

Finding skilled workers remains the #1 challenge that most construction companies face.

This has inflated the demand of the marketplace. A common occurrence for many roofing companies is to turn down work because they can’t handle the demand.

This is not common for most industries in which companies are starving for new customers.

Since a lot of contractors have been in business for a long time they have relied on their old customer base to bring them, new customers.

But what happens if young roofing entrepreneurs armed with online marketing knowledge come in your city?

Even though this is rare, roofing entrepreneurs that understand the current marketplace have a huge advantage over their technically illiterate competition.

Two roofing companies that fit this description and are led by young entrepreneurs are South Shore Roof and Digital Roofing Company.

These two companies in a short time have come in their marketplace and started dominating even though they didn’t have the experience or the large customer base.

Why You Shouldn’t Rely On Referrals

Referrals are always going to be the #1 way that service-based businesses generate new customers. Referrals pay the most and are the easiest to convert.

This article is not about referrals but about separating your business from the competition. In order to stand out from the competition, you can’t do what everybody else is doing.

You have to anticipate the demands of your marketplace and really understand where you are most likely to find your customers.

Today, that is online.

Rely on Old School Methods to get by

Are you relying on old-school methods to generate business for you?

The most common way that roofing companies generate leads is through door knocking. This is still an effective strategy but is becoming more and more difficult as no solicitation neighborhoods become more common.

Besides if every roofing company is door knocking how would it separate you from the competition?


People learn through stories. If you tell your story in an engaging way people are more likely to remember your marketing message.

Branding is about standing out.

The best way to build your brand is to create real connections with your community. Some things that can help with your branding include:

  • Branded Vehicle Wraps. Here is a good video that shows you the importance of vehicle wraps:
  • Commercial Videos here’s a good example:
  • Video testimonials
  • Uniforms
  • Sponsorships
  • A Well designed website
  • Positive online reviews
    Images of you and your staff in a uniform with their trucks. This is a good example of this hereHow To Separate Your Roofing Business From The Competition
  • Viral videos

The Importance of Online Reviews

Online reviews are the modern referrals.

Over 88% of consumers trust online reviews. 9 in 10 consumers read reviews for a local business.

If you have a lot of negative reviews this will definitely affect your business.

This is because they are difficult to fake.

They provide 3rd party verification of your expertise and credibility. People are more likely to trust their peers over the word of a salesman.

There are many platforms that allow your roofing company to solicit reviews. The two main ones that I focus most of my attention would Google Reviews and Facebook Reviews.

These are the two platforms in which your prospects are more likely to find you.

Most roofing contractors I talk to have not even claimed or verified their Google My Business listing. That would be the first step.

How Testimonials Can Help You Differentiate Your Business

Nothing overcomes objections as much as offering proof of your expertise. Today people are more skeptical than ever.

Testimonials are a great way to overcome that skepticism. But, they can’t just be any testimonials they have to be done in a certain way to make a difference. In fact, testimonials that are not done correctly can negatively impact your conversions.

The best way to write a great testimonial is to use the star, story, solution format.

This is an old school copywriting strategy that will help you write an awesome testimonial.

  • Star- introduce your customer and tell who they are
  • Story- tell the story of how they found you and their previous experiences. It helps if they had negative experiences
  • Solution- tell the solution you provide and the problem that you solved

The Importance of Videos

Videos are viewed today more than ever.

Video is becoming the #1 way that people consume content.

Even though it’s easier than ever to create videos, the vast majority of roofing companies don’t even have a single video.

Videos are a great way to engage your customers and stand out from the competition.

You can use videos to teach something, to show your work, or to tell your story.

Video testimonials are better than written testimonials. People are more likely to believe a video testimonial vs. a written testimonial.

Social Media

How active are you on social media?

Take a look around your marketplace. How many roofing companies have really figured out how to use social media?

How many have taken the time to really understand what it takes to succeed on social media?

Most roofing companies, know the importance of social media but have failed to implement a plan that gets them results.

Social media is here to stay and the roofing company that implements a plan that gets them results will be a leader in their marketplace.

Facebook & Instagram dominate social media. The best way to implement a plan that gets you results on these platforms is to add value first.

Educate your audience, entertain them, and finally make them an offer they can’t refuse.

This is the best social media strategy in a nutshell.

For an example of a roofing company that is doing social media well take a look at Roofing Annex in Cincinnati

Local Community Events

One of the best ways to establish your business and stand out is to host local community events and meet the people in your community.

Nothing will replace a face to face meeting.

Even with the rise of the internet people are social creatures and crave human connections. Things that can help you in your community are hosting events like:

  • Charity events
  • Sponsorships
  • Local seminars
  • Meet-Ups

Doing all these belly to belly networking events are a great way to stand out and be known in your community.


In business, if you are not constantly evolving you are risk getting left behind.

It’s a competitive business world. Competition is fierce in some cities. For a long time, roofing contractors have relied on the fact they have been in a business for a long time and have a large customer base.

The times are changing. A young hungry entrepreneur can come to your city and take your business away. Don’t let that happen to you.

Evolve and take the next step in your business.

The importance of branding in your roofing marketing campaigns
Feb 25

The Importance of Branding In Your Roofing Marketing Campaigns

By Mauricio Cardenal | Marketing

Why You Should Not Ignore Branding In Your Marketing Campaign

The main objective for most small business owners is to generate more sales. Sales are the engine that drives business.

This is not news to anyone, especially in the roofing world. Most roofing contractors understand the importance of sales.

And in order to generate lots of sales, you need leads.

This is why for many contractors, lead generation is one of the main priorities in their business. Whether it’s offline or online most contractors already understand the importance of lead generation.

I am not going to go over the best strategies on roofing lead generation, I already wrote an article that goes over this.

If most contractors understand that the main objective is to generate more sales then why do most of them ignore branding?

In this article, I am going to analyze the benefits of branding and the importance of branding in your roofing business.

Macro vs. Micro

The main reason why most contractors and small business owners ignore branding is that they think on a micro level.

They only care about the short-term benefits of a marketing campaign.

Those that think on a macro level understand the importance of building a marketing strategy that establishes your company as the leader in their marketplace.

This means that they are patient and understand the long-term benefits of investing in their branding.

They understand that what they invest today will benefit them at a later date.

This mindset prevents them from investing in their business. They think of marketing in terms of cost vs an investment.

A cost is something that they can expense on their income statement.

An investment is a process of putting in the capital with an expected return of a profit at a later date.

Branding is an investment. Marketing is an investment.

What is Branding?

First, let’s define branding

“A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers” (American Marketing Association)

Branding is about telling your story in a way that separates your business from your competition.

Branding can make selling easier.

The difficult thing for most business owners is that most branding campaigns do not have a proper way to measure the ROI (Return on Investment)

Why would branding make selling easier?

Think about this for a second.

People are more skeptical than ever.

Put yourself in your prospects shoes.

There are hundreds or even thousands of contractors in most cities. There are endless choices for the consumer.

With a few taps on the phone, they can call and get a quote from anybody they want. However, for most roofing customers, they don’t want endless choices, they want someone that can solve their problem.

They are looking for a contractor that is capable, honest, and fair. Many of them have had previous negative experiences with fly by night contractors.

You have to overcome that initial skepticism and the customer’s previous negative experiences. The best way to do that is to showcase your expertise and do this in an engaging way.

Branding is about telling your story.

It’s about showing your expertise.

It’s about grabbing their attention.

Who do you think they will choose if it comes down to you (brand roofing company) vs. another company that is a ghost?

The contractor that has more proof of their expertise is going win the majority of the time.

When your marketing message grabs their attention, tells your story and provides proof of your expertise, that’s when you will start dominating your marketplace.

Branding in the Roofing Business

Ok, let’s define branding in the roofing business.

What are things that can help your branding?

  • Branded Vehicle Wraps. Here is a good video that shows you the importance of vehicle wraps:
  • Commercial Videos Here’s a good example:
  • Video testimonials
  • Uniforms
  • Sponsorships
  • A Well designed website
  • Positive online reviews
  • Images of you and your staff in a uniform with their trucks. This is a good example of this here:

  • Viral videos

If you invest in these things you will have a strong brand.

What are the benefits of a strong brand?

  • It will make lead generation easier both offline and online
  • It will skyrocket the results of your online marketing campaigns
  • It will make selling easier
  • It will get you more referrals

One last thing.

Another thing that will help your branding is attention. Attention is the #1 currency in marketing.

Even it’s negative attention this can help you get publicity.

If you manage to create a viral video this will help with branding and lead generation. For a great example, you can look Digital Roofing and watch their video on their marketing campaign

Buy a Roof Get A Gun

This video got a lot of negative attention but it put these guys on the map and most importantly it got them great results.


We have seen it over and over.

The roofing company that has invested in their branding gets better results with our services.

Those that have testimonials, video testimonials, commercial videos, etc always get better results than those that don’t.

If you know that branding will help you sell more roofs then why haven’t you started investing in your branding?

The Battle of The Titans: Google AdWords vs. Facebook Ads
Feb 16

The Battle of The Titans: Google AdWords vs. Facebook Ads

By Mauricio Cardenal | AdWords , Facebook Ads

The Battle of The Titans: Google AdWords vs. Facebook Ads Which channel is best for my roofing company?

The two channels that dominate online advertising are AdWords and Facebook Ads. These two channels make up 63% of the digital ad market.

Google’s advertising revenue was an incredible 35 billion in 2017 while Facebook’s advertising revenue, which includes Instagram, was $17.37 billion in 2017.

In the roofing space, these are the two most common ways that companies advertise their services online.

In an ideal scenario, a roofing company should have both channels generating leads and customers.

But if you only had to choose one which one would you choose?

This answer depends on what your objectives are. For the rest of the post, I’ll go over the pros and cons of each channel and let you decide which one would work best for your business.

First, let’s go over some statistics:


  • As of 2016 there are at least 3 billion searches per day on Google
  • Businesses make an average of $2 in revenue for every $1 they spend on AdWords.
  • The average CPC (Cost Per Click) in the roofing space is $7
  • There are at least 550 roofing companies spending at least $1000/month on AdWords (Spyfu)

Facebook Ads

  • There are 2.17 billion Facebook monthly users
  • The average American spends 45 minutes a day on Facebook
  • The average Facebook Ad, per thousand impressions, is $5.99.
  • There are 4 million Advertisers on Facebook
  • The average CPC (Cost Per Click) for the home improvement space is $2.93

Let’s go over the tale of the tape for each.

The Battle of The Titans: Google AdWords vs. Facebook Ads

Google AdWords: Paid Search

Google AdWords is about paid search. It focuses on keywords and the use of text-based advertisements.

In a nutshell, you are paying Google to show your ad based on what people are searching for on Google’s search engine.

In roofing, you can calculate with accurate results how many leads you can generate in your area performing keyword research and learning how many people are actively searching for roofing services in your target area.

Large cities with high populations will generate a higher volume of leads vs. a smaller city with a lower population.

If you live in a target area of over 100,000 people than that should be enough to generate enough leads to make an impact on your business.

Facebook Ads: Paid Social

Facebook Ads is about advertising your product/services on Facebook’s platform. In essence, you are targeting people that use Facebook based on their behavior and interests.

Facebook is like a party.

It’s a social gathering with your friends and family.

It’s a place where people hang out, watch videos, and read the news.

At a party do you think people are looking to buy things?

Probably not – Google is different.

Google is like the mall.

When people go to a mall they can be looking for things to buy or may be ready to buy.

The traffic on Google will be people in the middle or at the top of the buying cycle. While on Facebook, you can get people from bottom to the top of the buying cycle.

If you understand these two differences, you’ll have a much better grasp on how to use these two channels for your business.

Another way to put it is AdWords helps you find new customers, while Facebook helps new customers find you.

AdWords Pros vs. Facebook Ads

The biggest advantage that AdWords has over Facebook Ads is the behavior of the traffic.

AdWords allows you to target people at the top of the buying cycle. If you set up your campaign correctly you can start seeing leads come in within 24 hours.

Most of the leads you will see on AdWords will be inbound phone calls.

According to Forbes, inbound phone calls have a 1000% chance of converting vs any other type of web lead.

Think about it.

A person is calling your business because they usually have an urgent problem or question.

AdWords also has a B2B advantage over Facebook. You can easily target B2B keywords in the commercial roofing space that will generate B2B commercial inbound leads.

Commercial roofing leads are extremely undervalued on AdWords. We have generated million dollar opportunities on AdWords by targeting commercial keywords.

Another huge advantage that AdWords has over Facebook is that for at least 50% of the people that click on your ad will not even realize that they are clicking on an Advert.

This is because those 50% think they are clicking on an organic search result without realizing that they are clicking on an Ad.

This will give you instant credibility because you create the perception of competence by being one of the first results they see when they search.

It’s almost like cheating.

The Battle of The Titans: Google AdWords vs. Facebook Ads

AdWords Cons vs. Facebook Ads

There are numerous disadvantages.

AdWords encourages users to use AdWords Express which is worthless.

You can quickly lose thousands of dollars in a few days if you don’t pay attention to your campaign. AdWords allows you to spend a lot more money at a faster rate than Facebook.

The interface for AdWords is more difficult to learn. Facebook’s friendly interface allows anyone to create ads.

AdWords has many hundreds of features that can get confusing for the novice.

Facebook Advantages vs. AdWords

The biggest advantage with Facebook is that is a lot less expensive. The average cost per click is about ¼ the cost of AdWords in the home improvement space.

Another advantage it has that Facebook’s targeting allows for unprecedented granularity.

This means you can target people based on their net worth, the car they drive, their home’s value and many other things.

It’s a marketer’s wet dream.

They have been mining our data since 2004 and as a business owner, you can use this to your advantage.

Targeting Hail Damage on Facebook

The one big advantage that Facebook has on Google is that you can target storm-damaged neighborhoods with ads.

You can do the same with AdWords too, but with AdWords, you are relying on search results. Sometimes these people are not really searching for roofing services.

The Battle of The Titans: Google AdWords vs. Facebook Ads

Facebook allows you to bypass this and target those specific neighborhoods that might not be looking for roofing services but will consider them if you present a compelling offer with your ad.

You can use software like HailTrace or others to target those specific neighborhoods. This will make your ads super relevant to the events in their town.

This will give you the first mover advantage. By targeting these neighborhoods it allows your company to be the first in people’s minds.

If you combine Facebook Ads with canvassing you’ll make sure you will reach everyone in those specific neighborhoods.

Awareness & Branding

Most roofing companies ignore their branding. Branding is about telling your story in a way that separates your business from your competition.

Branding can make selling easier.

One of the best ways to build your brand is by using Facebook and Instagram ads. You can share before/after images of your work, video testimonials, and case studies.

All these things are a great way to build awareness of your company and to provide proof of your expertise.

Visual Platform

Compared to Google’s AdWords text-based ads Facebook Ads allow you to use images and videos to capture the attention of your audience.

Video marketing is becoming #1 way to market your product/services.

Video Ads on Facebook are what TV commercials were for small businesses in the past.

Retargeting on Facebook & AdWords

Both of these channels allow you to Retarget your prospects. You can target people based on their behavior with Facebook Ads or Display Ads on AdWords.

I would give the edge to Facebook Retargeting platform because you can create an instant connection with your ad.

Facebook Retargeting Ads have a higher CTR (Clickthrough rate-this means more people click on them)

Which One Should I Use?

It depends on what your objectives are.

Most roofing companies want to generate more customers from their marketing. If this is your objective than both of these channels will work.

If you are in a non-storm environment and want to start generating inbound phone calls fast then I would recommend starting with AdWords.

AdWords usually has a quicker ROI than Facebook, even though AdWords is more expensive.

If you want to build a social media following than Facebook Ads will help with that too. If you want to create a larger online presence AdWords will also help with that.

If you only want to target commercial roofing prospects than I would recommend AdWords.

However, if you have your commercial property database then you can use this with Facebook Ads to maximize your results.

If you are in a competitive city like Dallas or Denver and don’t have a big budget then you should try Facebook Ads instead.

If you are a storm chaser and want to specifically target neighborhoods that have been hit by a storm I would recommend Facebook Ads.


There are multiple case studies of roofing companies having success with AdWords and Facebook advertising.

If you’ve tried any of these channels before and you did not get results it’s because you did not execute.

In an ideal situation, you should have both channels generating leads and customers for your business.

5 Ways To Generate Leads In A Non Storm Market
Feb 10

5 Ways To Generate Roofing Leads In A Non Storm Market

By Mauricio Cardenal | roofing leads

5 Ways To Generate Roofing Leads In A Non-Storm Market

Leads are a premium in a non-storm environment.

In the midwest and other regions storm season always brings lots of opportunities for leads, sales, and jobs.

How about if you work in a city that doesn’t have regular storms?

How would you generate leads for your roofing business if the weather is not that big of a factor?

A lot of contractors that are not in a storm environment have to set up systems that will allow them to generate lots of leads for their business.

Even though there are about 24,000 roofing companies in the USA alone, this is not really enough to cover every roof of a building.

Many young people are not encouraged to enter the trades which has put the labor market in short supply.

This means that for many contractors, they’ve relied on the low competition of their marketplace to generate new business for them.

But if you are in a more competitive environment you need to step up and have your company become the lead generation hub.

By implementing the following systems this will make your business less dependent on the weather to generate new leads and customers.

Branding is important

The more you invest in your branding the easier it will be to sell roofs. Every lead generation strategy will be easier if you have a branding strategy as well.

Of the clients that we have worked with, the more they have invested in their branding the better results they get online.

This means that they have more videos, reviews, testimonials, case studies etc…

Here are 5 Ways To Generate Roofing Leads In A Non-Storm Market

5 Ways To Generate Roofing Leads In A Non Storm Market

Google AdWords

Besides Door Knocking and referrals, search engine marketing is the #1 way that most contractors use to generate leads for their business online.

According to my research (I used SpyFu), there are at least 550 roofing companies in the US alone that are spending at least $1,000 a month on AdWords.

The vast majority are not even doing a good job.

The #1 mistake that contractors make using AdWords sending paid traffic to the homepage of their website instead of a landing page.

Landing pages are designed to convert and will significantly improve the quality and reduce the cost per lead.

With AdWords, you can target people at the top of the buying cycle. These people have a problem (roof damage, roofing leak, settled an insurance claim) and you as a contractor are there to solve their problem.

5 Ways To Generate Roofing Leads In A Non Storm Market

Facebook Ads

In a non-storm environment, it’s best to take a value-first approach with Facebook Ads. This means that you need to create a marketing campaign that educates, entertains, and ultimately makes them an offer.

With Facebook Ads, most contractors confuse boosting posts on their Facebook page as a marketing campaign.

It’s more complicated than just boosting posts on Facebook.

You have to build a marketing funnel takes your prospects on a journey in which they become aware of your service to ultimately becoming a prospect/lead.

Facebook Groups

A quick and easy to generate leads is to post on different Facebook groups.

Here are the steps you should take to start posting content on Facebook.

  • Go to the Groups section on Facebook.
  • Type in your city and look for a Facebook group that is active.
  • Join the group and start posting content

Posting ideas

  • Post pictures of your recently completed work
  • Offer a referral discounts to any referrals
  • Post videos and any other type of content.

It’s important to remember to be consistent with this approach. You might not get anything the first couple of times but if you keep at it I’m sure you will get some results.

Not many roofers that are doing this right now so you should start implementing this strategy before your Facebook group gets crowded and the strategy won’t be as effective anymore.

5 Ways To Generate Roofing Leads In A Non Storm Market


Search engine optimization (SEO) is the practice of increasing the quantity and quality of traffic to your website through organic search engine results.

A good SEO strategy will form the foundation of having a strong and robust online presence.

There are two main components of a strong SEO strategy. Off-page SEO, which involves backlinking, citations, etc…and On-Page SEO which involves having your website optimized for SEO.

SEO usually has the greatest ROI but it takes more time to see results. Most contractors are not patient enough to stay the course until results are there.

In a lot of these small cities with low competition, it doesn’t take much work to rank your website. Once you have your website ranked you can generate a ton of leads without having to pay any advertising.

5 Ways To Generate Roofing Leads In A Non Storm Market


Youtube is the second largest search engine in the world. Video marketing is becoming more and more important as people consume more videos.

Video tends to convert better than text.

This means that the vast majority of people would rather watch a video than reading the text. If you can create your message in a video you’ll see better results.

The vast majority of contractors ignore Youtube so the competition is low. Oftentimes it’s much easier to rank a video on Google than it is to rank an article.

This is why I always recommend that all my clients create as much video content as they can.

You can create videos and repost them on Facebook and your Youtube channels.


Leads are a premium in a non-storm market. Any of these strategies will get you significant results for your business.

These are strategies are even more effective when a storm hits. People will be searching for roofing services a lot more when there is a storm.

It’s prudent not to rely on a single marketing channel for your leads. This puts your business in a perilous position.

If you diversify as many lead channels as you can you can see better results and create a stronger foundation for your business.

If you want to implement any of these strategies for your business then we should talk.

Click Here to schedule a Free Strategy Session

5 Unique Offers That Will Make Your Campaign Convert Like Crazy
Feb 01

5 Unique Offers That Will Make Your Campaign Convert Like Crazy

By Mauricio Cardenal | online marketing

5 Unique Offers That Will Make Your Campaign Convert Like Crazy

One of the biggest mistakes that small business owners make in their marketing campaigns is not coming up with an irresistible offer.

An irresistible offer can make or break your campaign.

It’s the difference between success or failure.

Imagine this.

One of your relatives passed away and he decides to leave his $100 Million dollar fortune to you and your cousin.

You never had a good relationship with him and was amazed that he choose you to inherit his fortune.

Before you and your cousin get your hands on that money you both have to complete a single task.

You have to sell one of his cars.

The car you have to sell is his old beat up 1985 Chevy Tercel. He kept it for sentimental reasons.

5 Unique Offers That Will Make Your Campaign Convert Like Crazy

The car your cousin must sell is a Mercedes Benz 2018 S class.

However, he gave a single condition.

5 Unique Offers That Will Make Your Campaign Convert Like Crazy

Each car has to be sold for $3,000.

Which one do you think will have an easier to time to sell?

Of course, it would be your cousin.

This is because he has the better offer.

He is selling a luxury car at way below market value.

This metaphor works the same with your marketing campaigns.

If you have a great and irresistible offer your marketing campaigns will have a much better chance of converting.

If you don’t then it will be much more difficult to get conversions.

Your offer has to make people think that they would be crazy not to take advantage of this opportunity.

What makes a good offer?

Easy To Understand

Your offer must be clear and easy to understand. For example, 50% discount is much easier to understand than 13% discount


if you limit the amount someone can buy it will scarcity into the mix. This makes your offer more enticing.

One thing to keep in mind is that you should not lie about scarcity. You must provide a valid reason why you don’t have much supply.

Fake scarcity only hurts your reputation. When you provide a deadline make sure it is real.

Risk reversal

Having a guarantee will increase the conversion rates on your offers. For a lot of businesses, they can’t guarantee their work but you can offer a warranty. This is almost as good as a guarantee.

Prevents Mental Opt-out

One of the main objectives of crafting an irresistible offer is to prevent mental opt out.

What is Mental Opt-out?

It’s the feeling one gets when they see or hear an offer and say to themselves “Oh, I’ve heard that before” Or “I’ve seen that before”

When your offer makes them stop and pay attention to what you are saying you’ve already done the hardest part.

Here 5 Different Offers That Work Well in the Roofing Space

Here are several different types of offers that have worked well in the roofing space.

Veteran Discounts

This is an effective offer that can help you stand out in the marketplace. Not many roofing contractors offer veteran discounts.

This is a great way to give back to those that served the country while at the same time making it easier to make more sales.

5 Unique Offers That Will Make Your Campaign Convert Like Crazy

Internet Special Discounts

You can overcome objections easier by providing internet special offers that can help you increase conversion rates.

A $500 dollar discount can help.

One thing to keep in mind with these offers is that you should give a valid reason why you are providing a discount.

5 Unique Offers That Will Make Your Campaign Convert Like Crazy

Free Estimate/Inspection/Quote

This is the standard offer that you see most contractors do. It’s effective but not unique.

If you are in a competitive marketplace this might not be enough to see results. Fortunately, the competition is low in most cities so this offer can be effective.

5 Unique Offers That Will Make Your Campaign Convert Like Crazy

Gift Cards

Home Depot or Lowe’s Gift cards are a great way to grab the attention of new prospects. It’s a great way to start a conversation and set appointments for your sales team.

You don’t need to do an expensive gift card. A $25 Gift Card should be enough to help you set appointments.

5 Unique Offers That Will Make Your Campaign Convert Like Crazy

Roof Giveaways

Not really a standard offer, this type of viral marketing campaign can help your company with branding and awareness.

It works well with social media.

5 Unique Offers That Will Make Your Campaign Convert Like Crazy


Think about the metaphor I wrote about earlier with the two different cars. One is an irresistible offer while the other is the standard boring offer.

Selling a luxury car below its market value would be much easier than selling an old beat up car and above its market value.

It’s the same with your marketing campaigns.

An irresistible offer can turn a mediocre campaign into a smashing success.

In other verticals, you have to test your offer many times to see results. In roofing, you can use these offers to help you set more appointments and more sales.

How To Use A Sales Funnel For Your Roofing Company
Jan 24

How To Use A Sales Funnel For Your Roofing Company

By Mauricio Cardenal | Marketing

How To Use A Sales Funnel For Your Roofing Business

A funnel is a set of steps that someone takes before making a purchase decision. Every customer goes on a journey before buying a product/service.

A sales or marketing funnel is a system that organizes that journey in a series of steps online.

Think about the journey someone takes before they decide to replace their roof.

Let’s say we have a prospect named Dave.

Dave lives in Greenville, and one day a hail storm passes through his neighborhood.

He knows that maybe a few roofs have been damaged but doesn’t think much else about it.

He sees an ad on his Facebook Newsfeed that makes him aware and reminds him of the recent hail storm that just passed his neighborhood.

Another storm comes in and this time there is a leak in his roof.

He needs to either repair or replace his roof.

He types roofing contractor near me on his phone and schedules an appointment with the company at the top of the search results.

He does further research and decides to contact the roofing company that had been promoting their services on Facebook. This company had been emailing him the last week since he had opted in their marketing funnel.

He gets quotes from both contractors and decides to go with the more expensive option because they had a lot more positive reviews on Facebook.

Dave then refers this roofing company to all his neighbors which have also been hit by a storm.

The roofing company gets a new customer which leads to more referrals in the neighborhood.

Visualize an actual funnel.

How To Use A Sales Funnel For Your Roofing Company

One of the biggest mistakes that roofing contractors make in marketing is just focusing on people at the bottom of the funnel.

If you only focus on people at the bottom of the funnel you will not maximize your results. Yes, you will get a lot of sales but you miss the giant opportunity to market to those people at the top of the funnel.

Those at the top of the funnel will eventually move further down the funnel when they have an issue.

And, who do you think they will reach out to when they have a problem?

They will reach out to the roofing company that took the time to educate them and makes them aware of who they were.

By investing in educating people at the top of the funnel you will build a bigger pipeline of potential opportunities.

Here are the steps of a funnel


You have to promote your services and let them know that you exist as a company. Unless you are a worldwide brand most people will not know that you exist


Once you’ve made them aware that you exist you have to pique their interest. This is harder to do today than ever before because of our short attention spans and the endless distractions in modern society.


Once you’ve captured interest the best way to build authority and credibility is by educating your prospects.

Content that can help you do that include articles, videos, seminars, and demonstrations.


Make them take the next step in your sales process by having them complete an action. This can be filling out a form, submitting their information, or having them call you.

This is usually when a prospect becomes a lead.


Once a prospect becomes a lead your company should qualify the lead and see if there is an opportunity for a sale.

You should remember that a person can skip all these steps if they have an emergency.

For example, if a hurricane blows out their roof they don’t need a lot of education. These people are actively looking for a roofer to fix their roof. Usually, in an emergency situation, the first roofing company that shows up gets the sale.

For roofers that are not in a storm environment the value first educational approach is superior to chasing people at the bottom of the funnel.

A Funnel in Real Life

Here is an example that compares the real-life funnel vs. an online e-commerce funnel. You will notice that the steps are similar. One occurs in the real world vs. the other that occurs online.

How To Use A Sales Funnel For Your Roofing Company

Marketing vs. Sales

There is often a lot of friction between sales and marketing teams. One of the biggest disagreements is the definition of a “lead.”

Some marketing people will define a lead as someone that submits a form while a salesperson will define a lead as someone that sets an appointment.

One thing that will help you make more sales is if you clearly define the steps that a prospect needs to take from prospect to customer.

For example, if you are running PPC campaigns, the main objective of your marketing campaign is to deliver inbound leads and to manage the conversion rates, the cost/lead, and the volume of leads.

When they get handed to the sales team you need to make sure that you are doing everything you can to make a sale.

What this includes is:

  • Responding to all the leads in a timely manner
  • Assigning the leads to sales reps
  • Making sure that all the leads are put in a database so they don’t fall through the cracks
  • Having a proper follow-up system in place so you can maximize your conversion rates.

Tools To That Can Help You Build A Sales Funnel

There are several tools you can use that can help you build a sales/marketing funnel. The best tool to use to build a marketing funnel is Clickfunnels.

With Clickfunnels, you don’t need a lot of technical knowledge. You can build a funnel in a few minutes

Marketing Channels

There are two main channels that your business should be using. Google and Facebook. With Google, you can focus on SEO and PPC to generate leads for your business, while on Facebook, you need to build a marketing funnel to see results.

People that find you through the search engines will be in the middle or at the bottom of the funnel.

While prospects on social media can be at the top or at the bottom of the funnel.


Most roofing customers do not buy more than once. However, if you are targeting commercial roofing clients than a lot of these clients will buy from you frequently.

This is why it’s important that you have a database of all your prospects and customers. One of the easiest ways to get more sales and target the low hanging fruit in your business is to do reactivation campaigns to your database.

These people already went through your funnel but are interested in more.


A marketing/sales funnel is a series of steps that take your prospects from the awareness stage to the customer stage and back again.

There is nothing revolutionary about sales/marketing funnels. They are just taking the offline marketing and selling systems and putting them online.

I made a video that goes over some examples on how to use a sales or marketing funnel for your roofing business.

Don't Get Duped: Questions To Ask Before Hiring An Online Marketing Company
Jan 13

Don’t Get Duped: Questions To Ask Before Hiring An Online Marketing Company

By Mauricio Cardenal | online marketing

One of the biggest mistakes I see roofers make is the belief that they are not “technical” people.

This belief absolves many of them of taking responsibility for not learning about online marketing and websites.
Since a lot of roofing contractors are older and not a lot of young people are entering the trades this puts them at a disadvantage when it comes to the internet.

Contractors are far behind other niches when it comes to online marketing.

Past negative experiences and online lead generation companies like HomeAdvisor have held a lot of contractors back from understanding what it takes to succeed online.

This stuff is not rocket science.

Anybody can understand it.

You just have to take the time to learn and understand the strategies at a high level.

The two main reasons why marketing campaigns fail is because of incompetence and fraud.


Although this is rare fraud still happens with many marketing agencies.

With fraud, you have to use your gut to determine if you are being lied to. Your gut is the best lie detector in the world.
Asking for referrals might prevent this from happening but does not guarantee it.

It’s much harder to get defrauded if you know what to look for.


This is the most common reason why marketing agencies fail to deliver.

How can you determine if the person you are dealing with is competent?

This is tough to determine if you don’t know what to look for.

The best way to do this is to ask the right questions.

What are the right questions?

Keep reading below to find out…

The most important metric

The most important metric is past success within your niche using a particular strategy.

For example, have they had success with previous roofing clients using PPC or Facebook?

Can they show you the results?

A lot of agencies have case studies but they don’t have case studies in your particular niche. This is an important distinction.

The reason is that marketing strategies change depending on the market. What works for an attorney might not work for a contractor.

When you are dealing with a generalist marketing agency you have to know if they have gotten results with other roofers.
If they haven’t and you decide to work with them then you’ll be going into uncharted territory.


I’m not saying they can’t be successful, in fact, if they are good then success won’t be that difficult. But you should keep in mind that there might be a few bumps in the road.

SEO is the exception here. If you are hiring an SEO agency and they are good then they would have productized their service.
Which means that they will consistently deliver the same SEO service/product to all their clients and the niche won’t matter.

You should look for case studies

Case studies are difficult to fake. This is the best type of proof that you can use.

Even if they have had success with past clients this is no guarantee that they will do the same for you.

Marketing has a high failure rate. An entrepreneur understands that marketing is an investment.

An investor knows that not all his investments will provide a return.

This doesn’t prevent him/her to stop trying.

Past negative experiences should not stop your business from growing.

You don’t know what you don’t know

To determine what you need to know you have to first determine what questions you need to ask. The answers to these questions will help you determine if you are making a good hire.

Questions to ask before hiring a PPC agency:

  • Do you use landing pages?
  • Do you have clients in my city?
  • What are the expectations?
  • What’s the conversion rate of the landing page?
  • Do you track the calls?
  • What is the average conversion rate of the leads?
  • Reports?

Questions to Ask when hiring a Facebook Ads agency:

  • Do you use a marketing funnel?
  • What is the offer that you are providing to prospects? Free Roof Inspections, Gift Cards etc..
  • What is the expected conversion rate?
  • Will you be sending reports?
  • What are KPI (Key Performance Indicators) will you be looking for?

Questions to ask before hiring an SEO agency:

  • How will you improve our website rankings?
  • What kind of backlinks will you be linking to?
  • Do you follow Google’s best practices?
  • Can you share some information on your past client’s results?
  • Will you be sending reports?
  • Can you guarantee that our site will rank #1 for a major search term? If they answer yes then this is a big red flag. No one can guarantee a #1 ranking
  • What are the timelines for ranking?

Reports & Tracking

Your marketing partner should track everything. I can’t tell how many marketing agencies don’t track their results.

Without proper tracking, you will never get an understanding of what is working or not. Tracking provides a compass on your journey to your marketing destination.

Here are a couple of examples of what your reports should include. They can be sent weekly or on a monthly basis.

  • PPC
  • Cost Per Click (CPC)
  • Avg. Position
  • Conversion Rate
  • Cost/Lead
  • Amount Spent
  • #of leads
  • Web Leads datasheet
  • Facebook
  • Cost Per Click (CPC)
  • Conversion Rate
  • Cost/Lead
  • Amount Spent
  • #of leads
  • Web Leads datasheet
  • Facebook Relevance Score

All SEO reports should include a few things:

  • summary of activities
  • search traffic
  • search rankings
  • conversions


Information is power.

The more information you have the better your decision making will be.

I don’t expect you to become an overnight digital marketing expert but these questions will help you determine if you are hiring the right marketing partner for your company.

Even if they answer these questions with flying colors and you are impressed by their expertise this does not guarantee success.

Marketing will always have a high failure rate.

But that should not stop you from doing whatever it takes to succeed. The company’s future depends on having an online marketing strategy that works.

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