All Posts by Mauricio Cardenal


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I help roofing businesses generate more clients online

10 Ways To Get More Commercial Roofing Leads
May 11

10 Ways To Get More Commercial Roofing Leads

By Mauricio Cardenal | commercial

Commercial roofing jobs are where the big bucks are made.

A lot of roofers prefer commercial jobs because they are much more lucrative. A commercial job can sometimes be worth hundreds of thousands of dollars in revenue.

However, there are big challenges involved with commercial roofing that you don’t see in residential. Some challenges include lead generation (still a big challenge with residential), dealing with more sophisticated buyers, and a more complicated sales process.

B2B vs. B2C

What might work in a residential lead generation campaign might not work with commercial lead generation campaign and vice versa.

On average B2C leads are going to be less expensive than B2B leads. However, there might be less competition with some channels that target the commercial roofing business.

In the end, it comes down tracking your numbers and knowing exactly how much it costs to acquire a customer.

In the rest of this article, I’ll go into detail and provide a general overview on how to generate commercial roofing leads for your business.

10 Ways To Get More Commercial Roofing Leads

#1 Referrals

By far, the most common strategy for generating leads for commercial roofers are referrals. Referrals are the backbone of the industry. Customers that come from referrals usually spend the most and are often the most loyal.

The challenge with referrals is that you can’t control each month how many you are going to get. Eventually, you’ll reach a certain point in which you’ve tapped the amount of referrals you can get every month.

The best way to get more referrals is to ask your happy customers for referrals. It’s amazing how many business owners I talk to forget to ask for referrals.

Here are some tips that can help you get more referrals for your commercial roofing business:

  • Send birthday cards, Christmas cards, and special event cards to your customers. This lets them know that you are thinking of them. This goes a long way in deepening your relationship
  • Go above and beyond and deliver outstanding work
  • Send value driven newsletters to your database. These newsletters should provide valuable information with a call to action at the end asking for referrals
  • Make it easy for your customers to contact you. If you are hard to reach then you might be missing an opportunity responding to referrals

#2 Canvassing/Door Knocking

The most common outbound sales/marketing strategy roofers use is canvassing. After a storm hits a certain area, roofers that move first usually have the first advantage.

There is nothing that can replace a face to face meeting. Even though you probably won’t run into the owner of the property during a door knock, you can still set appointments and provide these leads to your salespeople.

Here are some good articles on door knocking:

#3 Telemarketing Leads

Telemarketing has been around for decades and many roofing companies use telemarketing to generate commercial leads. There are a lot of different companies that will sell you leads on an appointment by appointment basis.

The challenge with telemarketing is that there have been lots of advances in technology that allow people and businesses to block out telemarketers.

10 Ways To Get More Commercial Roofing Leads

Telemarketing is a quick way to generate leads. However, you are not building your brand, your name, and your reputation by using telemarketing.

I’ve heard mixed results with telemarketing and like most things the success depends on the vendor and client making things happen.

#4 AdWords

If there was a way to quickly target commercial property owners at the top of the buying cycle would you be interested in reaching them?

The beauty of AdWords vs. these other channels is that you can quickly see results, usually within a week.

Companies like Centimark, Tecta America, and Nation’s Roofing are spending millions a dollars over the last few years on AdWords for a reason.

Here are some stats that will blow your mind with AdWords:

  • Over 1.2 million businesses are advertising on Google
  • 75% of people who find local, helpful information in search results are more likely to buy the product/service from their local business
  • For all commercial intent searches paid ads get 65% of all clicks

Here are some general strategies that will help you with your AdWords campaign.

a.)  Perform Keyword Research

First, you need to know if AdWords is right for you. If you are in a city with a low population and your target area is small then there might not be enough demand for your services.

AdWords works best when there is significant demand for your services in your city.

Register for my free training below: How To Get 45 Commercial Roofing Leads In Less Than 60 Days

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To determine what the best keywords you can use Google’s Keyword planner and perform a keyword search. For example, I am looking for commercial roofing in Atlanta. I look for some keywords that I know will target people that are at the top of the buying cycle.

After I signed in I go to the keyword tool and type keywords like “commercial roofing company, tpo roofing, commercial roofing, metal roofing” and I make sure that I choose Atlanta as my target market:

10 Ways To Get More Commercial Roofing Leads

Next, I click on Get Ideas to see what my competitors are bidding for these keywords. Here’s a snapshot of what the competition is spending:

10 Ways To Get More Commercial Roofing Leads

As you can see Atlanta is a competitive market. This is a good and bad thing because we know that your competitors are spending thousands of dollars and it’s working and bad because you have to pay to compete.

b.) Create Compelling Ads

Next, it’s time to create your ads. I’m not going into great detail here but it’s best to model this template in creating your ads:

Headline 1: Include your Keyword

Headline 2: Features and Benefits

Description: Features and Benefits + CTA

Display URL: Include your keywords

This is a pretty good example of a commercial roofing contractor following this template with Ad extensions in Los Angeles.

10 Ways To Get More Commercial Roofing Leads

c.) Send Traffic to a Landing Page

This is the number #1 mistake that roofing businesses make with AdWords. They send traffic to a homepage vs. a landing page.

A homepage is supposed to be like your business card. It’s supposed to contain general information about your business and who you serve.

While a landing page is a dedicated web page designed to convert and contain only a specific type of information. A good landing page should have two things: benefit-driven copy and a conversion focused design.

d.) Lead Response Time

One of the most important aspects of making these types of campaigns work is lead response time. According to a study done by over 71% of web leads are wasted because companies are not properly following up.

The chances of qualifying and converting leads drop significantly after 5 minutes.

10 Ways To Get More Commercial Roofing Leads

#5 SEO

SEO (search engine optimization) is a powerful way strategy that will help you generate commercial roofing leads. The key thing to remember with these inbound marketing strategies is that people’s behavior has changed dramatically.

Over 94% of B2B buyers research online for purchase decisions.

Did you know that 2017 is going to be the first year in which digital marketing is going to outspend traditional/T.V marketing?

If you are not online and have a website that can be easily found through search engines then it’s like you don’t exist and are a ghost.

With SEO there are three things to remember.

Technical SEO

This relates to how well your website is structured. This is why I usually recommend a WordPress site because it is easy to set up with the right SEO.

I recommend that you download the plugin Yoast SEO. This plugin will help you set up your site correctly with the right meta tags.

Some things to keep in mind when creating a website.

  • Make it mobile responsive
  • Make sure all the variations of your NAP (Name Address and Phone number) are correct. Here is a good video that shows you how to do this
  • Have an easy contact form that people can fill out
  • Make sure your contact information is easy to find
  • List and verify your business with Google my Business, Yelp, Facebook Page, and others. (Google My business will account for 80% of your rankings)

Content Marketing/Blogging

There are thousands of people searching for commercial roofing services in your city. You can take advantage of this by reaching those people with helpful content.

Marketing has changed. It’s about giving value, teaching others, and serving your audience with great information while telling your story in a compelling way. This is good marketing. Content marketing can do this for you. You can target low competition keywords by writing blog posts with the right keywords.

It’s actually pretty easy to rank and be found at the top of the search results for roofing in a lot of cities because of the low competition.


Google and other search engines use backlinks to determine how important your site is. Backlinks are links back to your site. A backlink from older more authoritative websites is more powerful than new backlinks.

#6 Facebook Advertising

Believe it or not, you can target property managers on Facebook. The main difference between AdWords and Facebook is the AdWords you are targeting people at the top of the buying cycle while on Facebook you are targeting the right demographic but they might not necessarily be interested in your offer.

10 Ways To Get More Commercial Roofing Leads

This is why the best strategy on Facebook is to tell a story. You should give value to your prospects first by creating helpful content and then retargeting those same people with an offer.

I recommend that you use Facebook as a complimentary strategy in the beginning by using its Retargeting Ad system. You can retarget anybody who lands on your landing page by installing a Facebook pixel.

To create your Facebook pixel:

  • Go to your Facebook Pixel tab in Ads Manager.
  • Click Create a Pixel.
  • Enter a name for your pixel. You can have only one pixel per ad account, so choose a name that represents your business.
  • Check the box to accept the terms.
  • Click Create Pixel.

Facebook will continue to be a powerful way to generate B2B leads as the targeting gets more sophisticated and powerful.

#7 Direct Mail

You might be thinking that nobody advertises through direct mail anymore. Think again.

“According to the Direct Mail Association, direct mail yields an impressive 3.7% response rate”

Direct Mail is a very effective strategy that can provide you with a good return on investment. They have lists of everything and you can target whoever you want with a direct mail piece.

Cost per order or lead for acquisition campaigns stood at $51.40 for direct mail, slightly less than for paid search ($52.58), postcard ($54.10), and email ($55.24)

The most important element in making a direct mail campaign work is the list. If you are not targeting the right people it doesn’t matter what your copy says or what your offer is.

Remember in terms of importance your list, offer, and the copy is what make a successful campaign.

You have to find a good list broker to make this work. They are not cheap. Some places you can find a good list are NextMark and ConsumerBase.

Once you have your list you can start crafting your mailing package. Here are some tips on creating an effective direct mail campaign:

  • Make your copy personal and easy to understand
  • Test different offers to see what converts the best. In the case of a direct mail piece for commercial roofers, you want to test different offers to get a conversation going. Ask them for your worst leak and see if you can fix it at no or low cost.
  • Send a portfolio of your work. Before and after pictures of your biggest commercial jobs work great here
  • Lumpy mail can increase your open rate

Here are some metrics you can track to calculate the return on investment (ROI) of your direct mail campaign:

  • Campaign audience size
  • Cost per mailing
  • Total campaign budget
  • Response and Conversion rates
  • Number of buyers
  • Average revenue per buyer
  • Revenue / Profit generated

#8 Trade Shows

Trade shows all you to sleuth the competition, create new business partnerships, create company awareness, and generate leads that convert to more sales.

B2B companies spend most of their advertising budget on trade shows. B2B exhibitions were 39.2% of B2B marketing budgets in 2011.

The biggest reason why most trade shows never see an ROI is because over 80% of the leads generated at trade shows are never followed-up.

Here are some general guidelines that will help you generate and convert more leads at your trade shows.

1) Decide on your why. …
2) Set up appointments in advance. …
3) Establish a clear call to action. …
4) Put the right people in the booth. …
5) Follow up promptly. …
6) Limit giveaways. …
7) Do a Post-Mortem.

#9 Direct Sales/Cold Calling

Make a list of all the property managers, manufacturers, industrial building, commercial property owners, and property managers and contact them directly.

10 Ways To Get More Commercial Roofing Leads

Ask them for a meeting and see if you can fix any type of damage they have. Use a combination of phone, emails and social media to set up appointments.

Use a CRM to track all of your contacts. Some that are recommended for roofers include: Spotio, AccuLynx, and Stagistics

#10 Linkedin

I’ve used Linkedin over the last of couple years and have generated hundreds of thousands just from Linkedin. Linkedin is a powerful social media channel that can make a big impact in your business.

The challenge for roofing businesses is that there might not enough people active on Linkedin on a local level. On a national level, you can reach enough contacts to generate a ton of business.

On average Linkedin delivers the most customers to B2B companies.

The most important part of making any type of Linkedin campaign work is your profile. Your profile has to be setup like a sales page.

You have to call out your target market and state clearly how you can help solve their problems. Take a look at my profile where I call out roofing businesses.

Once you’ve setup your profile then you can start sending messages and connecting with people that fit your target market. Here is a great article that explains how to generate business from Linkedin

Generate Leads from LinkedIn Through 6 Simple Steps


I hope this article gets your head spinning with new ideas on how to grow your commercial roofing business. If you want more information on how to get more commercial roofing leads make sure to register for my webinar:

How To Get 45 Commercial Roofing Leads In Less Than 60 Days

How To Start Generating Commercial Roofing Leads In Less Than 48 Hours
Nov 18

How To Start Generating Commercial Roofing Leads In Less Than 48 Hours

By Mauricio Cardenal | Marketing

There are thousands of people searching for commercial roofing services in your city. Are you taking advantage? Here are some stats will blow your mind with Google AdWords:

  • 85% of people use the internet to find local businesses.
  • Over 1.2 million businesses are advertising on Google
  • 75% of people who find local, helpful information in search results are more likely to buy the product/service from their local business
  • For all commercial intent searches paid ads get 65% of all clicks

Source 1, 2

Companies like CentiMark, Tecta, Baker Roofing and Nations Roofing have spent millions over the last few years on AdWords.

Slow To Adopt

Roofers have been slow to adapt to online marketing. They’ve been lucky enough to work in a space with an increasing demand and a decreasing in supply.

Young people are not as interested in the trades so there is a big labor shortage. This hasn’t stopped the demand since roofers rely on new construction and stormy weather for new business.

Every building has a roof. Eventually, the roof will need repair due to a storm or just the wear and tear of the roof. The challenge facing roofers is finding a system and strategy that consistently brings a steady stream of commercial leads

Enter Google AdWords.

AdWords has been around for a while now. Gone are the glory days of $1.00 (CPC) Cost Per Click  Now, most roofers are paying an average of $20 per click.

AdWords has gotten a lot more competitive and as a result, a business can quickly waste thousands of dollars in a short period of time.

If you have the right strategy in place you can have inbound qualified commercial roofing leads within 24-48 hours of starting a campaign.

The Right AdWords Strategy

There are three main things to keep in mind to have a successful campaign.

  • Right Message Match
  • Attention Ratio
  • Not spending enough money

Right Message Match

If your ads and landing page do not match with the same message then you’ll lose money.

Let’s consider the mindset of a user searching on Google. It’s different than traffic from organic or social media.

For example, if someone is searching for metal roofing and when they hit your landing page they only get information on asphalt shingle roofing how do you think this will make them feel?

By not providing them with the right information this will hurt your campaign and people will feel misled. Ideally, the headline should match the keyword being typed. For example, if someone searches for Dallas metal roofing and they get Dallas roofing this will hurt your campaign.

Attention Ratio

Are you sending your paid traffic to your website’s homepage? Just because your homepage has your contact information should not mean that you should send traffic to a homepage.

A homepage is supposed to be like a business card it should clearly summarize what you do. The problem is that your homepage usually has lots of links that distract the person viewing your page.

When a visitor comes from a Google Ad they are looking for specific information. Your job is to get these people to call you or opt in with their contact information.

Your landing page should contain a single call to action. It should be clean and simple and direct people to a specific action.

Not spending enough money

If you are only $20/day then you might not get any clicks from Google. Google has a suggested bid for each keyword and if you are constantly below the recommend bid then you’ll likely be ignored.

In most cities, the minimum cost per click is $15 for a commercial roofing keyword. Usually, the more expensive the keyword the better quality of the lead.

If you are spending $20/day you might only get 1 click per day which is not enough to make any difference in your business.

Make sure you have the right things in place

Commercial vs. Residential

In most cities, commercial roofing is less competitive than residential roofing. However, if your city is small there might not be enough demand for commercial roofing services.

If a city has a population of at least 200,000 people then there should be enough volume to justify an AdWords campaign. However, this is not a big issue with most roofers since a lot of roofers are willing to drive a long way for a commercial job.

Types of Prospects

You might be worried that the leads you are getting are just random people searching online. This is not something to worry about. In our experience, people will search for commercial roofing services because they have a need.

If you target the right keywords people are specifically looking for commercial roof repair, roof replacement, and re-roof services.

To make sure you are not getting quality leads you should develop an extensive negative keywords list.

What are negative keywords?

One key to a highly-targeted campaign is choosing what not to target. Because keywords can target a broad set of phrases, it’s important to see whether every term is related to your business.

Let’s say that you’re an optometrist who sells eyeglasses. In this case, you may want to add negative keywords for search terms like “wine glasses” and “drinking glasses.”

For more information on how this works check out this article from Google

The people that you will get are people like property managers, local business owners, and businesses after they have settled an insurance claim.

Keywords to use

A big mistake I see a lot is bidding on the wrong keywords. As a general guideline, the more expensive the bid for the keyword the better quality of the click.

Here are some examples of keywords that you can use:

Follow Up

The key thing in making these types of lead generation campaigns successful is the follow-up and the lead nurture process. If you have a solid sales conversion process than this can make a big impact in your business.

According to the study done a few years ago

“The odds of contacting a lead if called in 5 minutes versus 30 minutes drop 100 times. The odds of qualifying a lead if called in 5 minutes versus 30 minutes drop 21 times.”

From another study

“The odds drop off dramatically by the first 30 minutes. Specifically, a rep is 100x less likely to make contact if the first call is made 30 minutes after submission. The odds of making contact drop by 3000x if the first call is made 5 hours after lead submission.”

Be ready to pick up the phone and/or be ready to contact the person once they’ve submitted a request for more information. Companies like Call Drip automatically connect the form submission to your phone.


Once you have everything set up correctly you can have leads coming within 48 hours. A lot of roofing companies have used AdWords and have had such success that they’ve switched their focus from residential to commercial.

You can do the same.

The #1 Mistake Roofing Business Make Online
Aug 02

The #1 Mistake Roofing Businesses Make Online

By Mauricio Cardenal | Marketing

I still see it all the time. One of the biggest mistakes that roofers make when advertising online is using a homepage instead of a specific landing page for paid traffic.

It’s one of the cardinal sins of advertising online.

I am not saying that is not been said many times before. Even if the information is out there people will still make this mistake. According to Unbounce, over 98% of PPC campaigns have poor message match.

Home Page vs. Landing Page

BONUS: If you read until the end I will provide you an example of what a good roofing contractor landing page looks like

First, let’s define what a homepage and landing page are.

A homepage of a website is supposed to act like your business card or a first impression. It should contain information like:

  • What you do
  • Who you serve
  • Contact information
  • Occupies your root domain (think
  • Links to other pages on your site

While a landing page should be

  • Focused on a single and specific type of information
  • Prompt visitors to take a single call to action
  • Is designed for a specific type of traffic source
  • Major goal is to turn website visitors into leads

Each web page is best suited for different scenarios. In the rest of the post, I’ll provide compelling reasons why a specific landing page is much more effective for paid traffic vs. sending traffic to a homepage. 

If you are advertising with Adwords it can quickly get very expensive. To get a better understanding of why sending traffic to a homepage is a mistake you have to first understand the behavior of the traffic.

There several different types of traffic. Cold, warm, and hot traffic correlate to how well your audience knows your business.

You should take into account the traffic channels and how the traffic behaves for each channel. For example, Facebook Ad traffic is different than search engine traffic.

When you advertise on Facebook it’s considered disruptive advertising because you are interrupting someone’s newsfeed.

When you advertise through Adwords it’s not considered disruptive because people are actively searching for the keyword they typed.

Keywords with commercial intent provide traffic that is much further along the buying cycle. For example, when someone searches for the keyword “roof replacement Orlando” they are actively looking for roof replacement services in Orlando. 

If your ad provides them relevant information they are much more likely to click on the ad.

This type of strategy won’t work as well on Facebook because people are not actively searching for these services. However, if you have a good idea of your demographics then your ad can be effective if your message is something that interests them. 

Why sending traffic to a home page is a mistake

If someone uses Google and searches for asphalt shingles and they click on your ad which takes them to your homepage which has no information on asphalt shingles how would you think they would feel?

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You are not giving them what they want. By not giving them what they want, you, make it harder for them to trust you.

Your Google relevancy score will decrease because your ad is sending them to information that is not relevant.

Google will penalize with a lower ad score and you will get dropped in the rankings while at the same time increase your spend.

This mistake leads to frustration, negative ROI, and wasted time.

The Two Pillars of a Successful PPC Campaign

There are two main strategies that make or break a successful PPC campaign.

  1. Attention Ratio: The number of links compared to the number of calls to action.
  2. Message Match: How well your message of your landing page which includes your headlines, calls to actions, and copy matches with the keywords that people searched to land on your landing page. 

Here some examples of message mismatch. 

When I search for the keyword “roof repair Austin” I get the following results:

The #1 Mistake Roofing Businesses Make Online

Did you notice something?

All top 4 results paid to get to the top. The only ad that matches the keywords that I chose is the top Ad. Google calculated this result because it’s the most relevant.

Now, when I click on the ad I’m taken to this landing page:

The #1 Mistake Roofing Businesses Make Online

This landing page is better than the competitors in this area but it still needs some work. The message match is not the best. I don’t see the keywords in the headline.

There are also a lot of links throughout the page that will distract users. It gives a lot of general information about their services. It’s well designed but it has a lot of clutter.

Now, let’s take a look at the second ad on this search result:

The #1 Mistake Roofing Businesses Make Online

When I click on the ad I’m taken to this web page:

The #1 Mistake Roofing Businesses Make Online

This is just the home page. The copy does have the keywords  (roof repair) that I was looking for but it’s missing several things.

  • No Call To Action
  • No Testimonials
  • No Web Form
  • No Benefit Driven Ad Copy
  • No Strong Headline

To get an idea of how much money these companies are throwing down the drain, let’s take a look at the suggested bid for these keywords. I searched for “Austin roof repair” and got the following results:

The #1 Mistake Roofing Businesses Make Online

The average CPC (cost per click) is $15.50. Let’s say that the average conversion rate of a landing page is 5%. A good landing page should have between 20-50% conversion rates.

This means it takes about 20 clicks for a conversion. 20 multiply by $16 and the average cost per lead for this keyword is $320.

And, the best part is that this landing page doesn’t even have a call to action. This campaign is literally throwing money down the drain. If you just increase the conversion rates of the landing page by 5%  you’ll decrease the cost per lead to $160.

Are you beginning to understand the power of conversion optimization?

Now, let’s take a look at the fourth advertorial in this search query:

The #1 Mistake Roofing Businesses Make Online


This time the keyword “Roof Repair” appears in the headline, but it’s missing the keyword, Austin. When I click on the ad I’m taken to this landing page:

The #1 Mistake Roofing Businesses Make Online

It’s clean and simple and the message matches much better with the keywords. It has the benefit-driven copy, trust elements, and a single call to action. The only thing missing is a few testimonials that will add trust to the message.

Of the three landing pages that I examined, I like this one the best. The first one is full of clutter, the second is a disaster (straight to the homepage), and the third is the cleanest.

What makes a good landing page?

I won’t go into all the details on what makes a good landing page. I will save this for another post. But for now, I’ll provide you with the two main elements of a high converting landing page.

Conversion focused design and benefit-driven copy.

The design should consist of the following:

  • Your Buttons and Call to Actions should stand out
  • Keep your Call to Action above the fold
  • Use trust indicators like testimonials, press mentions, and guarantee seals
  • Images and video should be related to the copy

For the copy it should consist of:

  • Benefit Driven Copy- What’s in it for them?
  • Attention Grabbing Headlines- Your Headlines should grab attention and make the visitor read more
  • Strong Call Action

See an example of a roofing contractor landing page done well


Overcoming laziness

How do you feel about homeowners inspecting their own roofs? Do you think that’s a good idea?

Do you think they can miss something?

It’s the same effect when you are trying to do the marketing yourself or hiring an intern to do the other work.

Pros hire other pros. It’s as simple as that.

Let me tell you a secret.

It doesn’t matter what channel you choose to advertise online. They all work.

You just have to implement the right strategy for each channel and you will get a solid ROI. 

And, the only way to figure out the best strategy for your business is to invest thousands of dollars in learning to do it yourself or hiring someone else to do it for you.

If you want to take a shortcut and increase your level of success you should hire someone who has done it before.

And, sending traffic to a homepage is something that you need to avoid.


In summation, don’t make the silly mistake of sending paid traffic to a homepage. You are throwing your money down the drain.

If you want to maximize your ROI you should be sending your paid traffic to multiple landing pages that primarily satisfy two requirements:

The right message match and a simple and clean attention ratio.

PPC campaigns on Facebook and Adwords are expensive and competitive in the roofing industry. You want to maximize your dollars never send paid traffic to a homepage.

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