Category Archives for "AdWords"

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.

Roofing Marketing
Nov 29

How To Build A Roofing Customer Acquisition System

By Mauricio Cardenal | AdWords , Facebook Ads

Storm season comes every year for roofing contractors. However, when and where the storm hits and the severity change every year.

There are many roofing contractors that have relied on big storms to generate most of their business.

Once the work dries up they have to rely on other channels to generate new customers.

The challenge with a lot of contractors is that they’ve never built a system that doesn’t rely on outside forces for new business.

Enter a CAS

What is a CAS?

A customer acquisition system (CAS) is a strategy that organizes your resources in a way that consistently generates new customers for your business.

There are two main parts to a CAS.

Lead generation and sales/conversions.

Both are equally important in generating revenue for your business.

Lead Generation: Can be online or offline.

The most common way that roofing companies generate leads is through door knocking/canvassing.

There are three main benefits that building a customer acquisition system will have on your business: Predictability and consistency, more referrals, and a higher conversion rate.

Benefit: #1 Predictability and Consistency

The biggest benefit of having a customer acquisition system is the consistency. Instead of relying on outside forces like stormy weather or referrals for new business a customer acquisition system produces results every month.

You can consistently predict how many leads a campaign will produce and how many conversions you’ll get from those leads.

Slow pay is part of the construction industry’s culture, and it’s not something most of you have a great deal of control over.

With a CAS you can predict when you will get paid by the number of leads you’ll generate and the sales that go with it.

If you consistently generate 30-40 new leads a month and convert 5-10 new customers you know what your projections will be in 4 months.

This allows your business to predict revenue in advance. This allows you to meet your payroll and pay for materials, etc.

One of the best ways to illustrate the power of a CAS is a metaphor.

Roofing Marketing

The Faucet Philosophy

You know water can’t flow unless water is turned on first. The same is true for business. You won’t get customers unless the faucet and water line are turned on and primed.

The reality is when most roofers try to turn on their faucets no water comes out because they don’t realize the water line is actually off. Or if the water does come out it’s just a trickle.

Instead of a flow of refreshing cool, clean, crisp, water that satisfies your thirst, they find a cup of brown nasty dirty water.

This is the harsh reality for most roofers. No matter how hard they try they are stuck with either a feast or a famine.

The water flows freely sometimes and they have more work than they can handle while other times the waterline runs dry and they’re just trying to keep things going until the next job comes around.

Their system isn’t primed to grow.

Only roofing business owners with a predictable system of for generating qualified leads can truly say 

“When I turn on the faucet, I get the exact amount of cool, clear water I want.”

Do you rely on outside forces to generate new customers?

The weather will always be a factor in roofing but it doesn’t have to be the main revenue-producing factor for your business.

Instead of storm chasing, you can actually build a system in which customers that have storm damage come to you.

Benefit #2 More Referrals

Not many people realize that in order to get a lot of referrals you need a large customer base.

To get a large customer you either have to be in business for many years or use a CAS to build it in record time.

Generating new customers from referrals should be one of the main channels of growth.

However, this should not be the only way that your business gets new customers. This puts your business in a perilous position because referrals are inconsistent on a month to month basis.

Roofing Marketing

There is no predictability

You have no idea how many referrals you will get a month to month.

By consistently promoting your message to people that don’t know who you are you will be building a bigger customer base.

This bigger customer base will lead to more relationships, more opportunities, and more referrals.

Benefit #3 Higher Conversion Rates

According to Roofing Contractor Magazine over 90% of roofing jobs begins with an online search.

Even you get a referral from someone they will most likely search your business online. People will judge the type of business you have by your online presence.

If you have an online presence that positions your company as the expert and authority in your marketplace you will have a much easier time with conversions in the online and offline world.

2 Main Channels To Build A CAS


The best thing about AdWords/PPC is the predictability. Google has a tool called Keyword Planner that lets you know how many people are searching for roofing contractors in any location.

It provides a 12-month snapshot of searches in any area you choose.

Unlike most channels, people do not get tired of seeing your ads. In fact, over 50% of people do not know that they are even clicking on an advertorial.

Most advertising campaigns have a limited lifespan. AdWords is one of the few channels in which the results get better over time.

AdWords gives you the ability to position your company in front of people at the top of the buying cycle.

People that have roof problems and are in a need of a roofer that can solve their problem.

Use a landing page

For a roofing AdWords campaign, having a landing page is a must. Unfortunately, there are many roofing companies that send their paid traffic to the homepage of their site instead of a landing page.

Sending traffic to a landing page is a much more effective strategy than sending it to a website.

Target high commercial intent keywords

Always bid on commercial intent keywords. These are the money keywords that generate the most calls.

They are usually the most expensive. I recommend you use Unbounce or Clickfunnels to build your landing pages.

Roofing Marketing


Use Negative Keywords

How do you make sure that your ads are not targeting tire kickers? By using negative keywords.

Negative keywords allow you to exclude people that are tire kickers or people that are not related to what you can service.

Use Call Tracking

Call Tracking is an important element in determining the success or failure of a campaign. Call tracking allows you to see how many calls you receive, the best keywords, and the quality of the leads. We use Call Rail to track our calls.

Facebook Advertising

Facebook is too big of a channel that you can ignore. There over 2 Billion monthly users on Facebook.

The average American spends 45 minutes a day on Facebook. There are many roofing companies that have seen success with Facebook Ads.

You can check out the Video I did with Roofing Annex here:

There are a few strategies that work well with Facebook.

Gift Card Offer

The most important part of a successful Facebook Advertising campaign for a small business is the offer.

What unique offer can you provide that will immediately make your company stand out?

Offering a Home Depot gift card for $25 for every roof inspection you do can be a great way to get new opportunities into the pipeline.

Think about spending $25 per appointment.

If you spend $1000 that would be 40 gift cards.

40 Gift Cards is 40 Roof Inspections.

Out of those 40 Roof Inspections, how many do you think you will convert?

If you can convert just 5 that turns into a roof replacement then your campaign will be highly profitable.

Roofing Marketing

Storm Ad

You can use hail tracking software to advertise your services to the specific neighborhoods that a storm hit.

A lot of neighborhoods have no solicitation rules. This allows you to bypass this and directly reach those people that have been affected by storms.


You can build a similar system in the offline world using door knocking and canvassing as lead generation channels.

The leads you’ll get from these channels are often superior to internet leads. The big drawback is scaling this system.

With paid advertising, you just turn on a switch and you can scale but with door knocking you need multiple people to execute your plan.


Paid advertising is one of the most predictable ways to generate new customers. However, paid advertising and lead generation is only ½ the battle.

The other half is sales and conversions.

One can not go without the other.

Once you have this system in your business you can predict how many new customers you will get and how much revenue this will generate.

In the end, the three main benefits of having this system for your business are predictability, more referrals, and higher conversion rates.

This is superior to relying on stormy weather and canvassing neighborhoods after the storm. I’m not saying you should stop but this system will get you better results.

Jul 03

How To Get 23 Roofing Leads In 11 Days: The Roofer’s Guide To AdWords

By Mauricio Cardenal | AdWords

Did you know that phone leads have a 1,000% higher close rate than all other types of leads? These are the types of roofing leads.

What if there was a marketing channel that can get you inbound phone calls within 24 hours of setting up a campaign?

With AdWords, you can start having people call you within 24 hours of starting a campaign.

I know it’s a big claim but the results speak for themselves. These are typical results.

Roofing Leads

Here’s a screenshot of one of our current campaigns:

Roofing Leads

23 inbound phone calls since starting the campaign on June 20th!

The best thing about AdWords is unlike most other online channels you are paying for results. You are not paying for eyeballs, impressions, or leads only clicks.

And, if you have a solid gameplan those clicks can turn into sales fast.

With AdWords, you know when people are searching they are looking for information. The information can be anything. It can be transaction based or informational based.

Over 95% of their $60 billion in annual revenue comes from Google AdWords. Combine that with the fact that over 1 million businesses use it and you know that companies are seriously spending money on this – Neil Patel

What Is Google AdWords?

Google AdWords is Google’s advertising cash cow used by millions of companies to advertise their products and services. It’s a very effective channel that works for a lot of different types of businesses in both the B2C and B2B spaces.

For the roofing industry, it’s one of the most effective channels to generate high-quality leads for both residential and commercial space.

Here’s the definition from Webpoedia

“AdWords (Google AdWords) is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords.”

There are two main networks in which you can advertise on Google. Search Engine Marketing and Google Display Marketing. For this article, we’ll only focus on search engine marketing.

Is AdWords A Good Strategy For My Roofing Business?

It depends.

There are certain things you have to have in place before you start any campaign. I wouldn’t recommend AdWords for all roofing business.

If you live in a city that has less than 200,000 people than they’re might not be enough search volume. If you are a niche roofing provider, then there might not enough people looking for your services. Some additional questions that can guide you and see if AdWords is a fit for your business

  • Do you have the infrastructure in place to handle inbound calls?
  • Do you return inbound missed calls promptly?
  • In the bigger and more competitive markets (like Dallas and Denver) do you have a few thousand dollars to spend per month to compete with other roofing businesses who are using AdWords?

All these questions should be a yes. If you answer no to any of these questions than AdWords might not be a fit for your roofing business.

How does Google determine if your ad will be shown?

Ad Rank is determined by the quality score and the CPC (cost per click) bid. Here is a great infographic from Wordstream that breaks this down:

Roofing Leads

What are Keywords?

Keywords are ideas and topics that define your content. They are also known as “search queries.” When a person searches on Google a topic with different keywords they will get 3 types of results.

Those at the top of the search results are where the ads are shown, those in the middle with the map results, and those at the bottom which consists of the top 10 organic results.

For an example of how this looks like take a look at this screenshot below:

Roofing Leads

When I search for “miami roofing company” I get the top 4 results being ads, the next three belong to the local search pack, and the bottom 10 are the organic results.

Are you seeing the power of AdWords? You can instantly get to the top of the search results within 24 hours of starting a campaign.

Set up AdWords

One of the biggest mistakes is bidding 10-20 keywords in a single ad group.

It’s actually recommended by Google themselves:

Roofing Leads

You should ignore Google’s advice when setting up your AdWords campaign. They recommend keywords that “broadly match” your target. These keywords are sometimes very expensive and will send you untargeted traffic.

It’s best keeping Ad Groups small and narrowly defined. You should only use “phrase match” and “exact match” when setting up your bids.

Do you want to learn how we can implement these strategies for your business? 


The two most important things to focus on are Clickthrough Rates (CTR) and Quality Score (QS).

Understanding Keyword Intent

There are three types of search query:

Informational – searches performed to answer questions or learn something
Navigational – searches performed to locate a specific website
Transactional – searches performed to buy something

Roofing Leads


Commercial intent keywords are transactional keywords. They signify a strong intent on part of the searcher to make a transaction. These searches are the top of the buying cycle. These keywords are usually the most expensive. These are the keywords that you should focus on when creating your campaign.

Some great examples in the roofing space are:

“commercial roofing company”
“tpo roofing”
“metal roofing”
“roof repair”
“roof replacement”
“roofing company”
“roofing contractors”

A quick note, some of these keywords will fit both commercial and residential. For example, when someone searches for “roofing contractors” 90% of the time they are going to be a homeowner. The other 10% of the time they’ll be a commercial property owner.

In order to maximize your results, you should target both residential and commercial with an emphasis (budget spent) on whichever you want to grow.

Negative Keywords

To make sure that your ads are only shown to people at the top of the buying cycle you can also create a list of negative keywords.

This will exclude people that are only fishing for information and not searching for a solution to a problem. You can also exclude services that you don’t provide.

For example, if you don’t do any metal roofing then you can exclude people that are searching for that keyword.

Write Great Ads

You should follow this formula when writing your ad:

Headline: Include keyword in headline
Description line 1: Talk about benefits and features.
Description line 2: Talk about benefits. Call to action!
Display URL:


One thing to keep in mind when writing a headline is that the more specific it is the higher conversion rates will be. People are skeptical online. They will tend to believe a specific number vs. a general number. For example, $17,678 is a lot more credible than $20,000.

Phone Number

Use a local phone number for your ads. The chances of a phone call will double if the number is a local number.

Landing Page

Once you’ve done the keyword research and have written great ads it’s time to send the traffic to a simple website called a landing page.

Don’t make the mistake of sending your traffic to your website. Your website is not designed for PPC (pay-per-click). Your website is supposed to be like a business card that contains general information about your business.

A landing page is a simple one-page website that contains specific information on a single topic.

There are two things your landing page should have: conversion focused design & benefit driven copy.

A conversion focused design means that your landing page should not have outbound links and should direct the visitor to a single call to action.

A good example is here:

Roofing Leads

Some additional things that will help you increase conversions include:

  • Call To Action (CTA button) above the fold
  • Trust Seals
  • Testimonials

Benefit Driven Copy

The copy in your landing page should be written with the visitor’s perspective in mind. What’s in it for them? How is your business any different from all the other roofers in your city/town?

Some questions that can guide you in writing the copy include:

  1. What’s your Unique Selling Proposition?

Jay Abraham defines USP as the following:

A USP is that distinct and appealing idea that sets you and your business, or practice, favorably apart from every other generic competitor. The long-term marketing and operational successes I help you achieve will, ultimately, be helped or hurt by the USP you decide upon.

2. What are your special offers that we can use for compelling ad copy? Some of these can include free home inspection, free estimate, free quote, etc..

Optimization and A/B Testing

The campaign is up and running and it’s time to optimize. Some optimization tricks include:

  • Single Keyword groups (SKG)
  • Dynamic Text Replacement
  • Optimizing for sales and not conversions

Single Keyword Groups

Most marketers use ad groups with multiple keywords. Single keyword groups can help you increase conversions. It’s a pain in the ass to set up sometimes but it’s worth it.

Dynamic Text Replacement

Having dynamic text replacement on your landing page is crucial in maximizing your results. The way it works is that the text on your landing page changes depending on the keyword the person searched for.

Roofing Leads

This makes your landing page more relevant to the results the person is looking for. This text will allow the search results to match the ads which will match the text on the landing page.

Unbounce has this feature on their software. I don’t use Unbounce I use Clickfunnels. On Clickfunnels you have to use a piece of code and insert it into the landing page.

Here is a good video that shows you how to do this:

On AdWords you can create your the Urls by using a structure like this:

[landing page URL]?[parameter]={KeyWord:DefaultText}

Roofing Leads

Keyword Conversion Groups

Call tracking software like CallRail allows you to track which keywords generated the lead. You can use this data to optimize which keywords generate the most sales.

Roofing Leads

After testing for a few weeks you should know which keywords are the most profitable. You should not optimize for conversions but optimize for sales.

So, if you know a certain keyword has a lower conversion rate but you’ve gotten more sales from it, then you should increase the bid for those keywords.


Google AdWords can provide almost instant results to your roofing business. There are a lot of different factors to consider before starting a campaign.

Depending on the size of your city there might not be enough people searching for your services in smaller cities. After the first month there a few things you can do to help you improve your campaign. Here is a good infographic that you can check out.

It takes about 3 months of testing and optimizing to fully see the results of the campaign. Be patient. This is a long term strategy with the potential of instant results.

Have you used AdWords in your roofing business? What was your experience? Let me know in the comments!

Do you want to learn how to implement these strategies for your business?