The 4-Level Commercial Roofing Marketing Plan (From Me, Nathan Murray)

Hi, I’m Nathan Murray, founder of Murray Marketing Services. I’ve worked with dozens of service businesses, including commercial roofers, to help them get real, consistent leads and grow.

If I were running a commercial roofing company, here’s exactly how I’d tackle marketing in 2026, broken down into four levels you can build on as you grow.

Level Zero: Laying the Groundwork

This is where most commercial roofers I talk to need to start. Level Zero is your absolute foundation. If you don’t have these basics covered, you’re just not ready to get in front of property managers and building owners no matter how good your work is.



Here’s what I’d make sure you have locked in:

A Professional Website

If you don’t have a real website, one that’s modern, fast, and easy to navigate, that’s your first step. Your site is where commercial property owners go to see if you’re a real business or just a truck and a ladder.



It should have clear calls to action like “Get a Free Roof Quote” or “Schedule a Roof Inspection.” It needs to be mobile-friendly, and it should make it easy for them to either call you or fill out a form to get in touch.

10-20+ Online Reviews

If you don’t have at least 10-20 reviews, start there. Reach out to past commercial clients and ask them to share their experience. If you don’t have those past clients yet, have friends and family leave character reviews about you personally. They can’t say you did their roof if you didn’t, but they can say you’re trustworthy, hardworking, and reliable, because you are.

Proof of Work (Photos & Videos)

You need to showcase what you’ve done. Before-and-after photos of commercial roofing projects, videos of your team working safely and efficiently. These aren’t just nice-to-haves, they’re proof for property owners that you know your stuff.

A Solid Lead Intake & Sales System

This is huge. If you’re getting calls but don’t have a system to track them, you’re letting money slip away. A CRM (customer relationship management system) is your best friend here. I’d set up a CRM that captures every lead and tracks them until they’re either won or lost. If you don’t have this, that’s your next step.

Local Listings & Social Profiles

Your Google Business Profile (GBP) is free and absolutely essential. This is how you show up when someone Googles “commercial roofer near me.” Fill it out completely: add your photos, list every service you offer, and make sure your description is locally optimized.

Don’t stop there! Also claim and fill out your listings on Bing, Yelp, Angi (formerly Angie’s List), HomeAdvisor, and even social platforms like Facebook, Instagram, and LinkedIn. Even if you’re not posting every day, having accurate and consistent info across these channels builds trust and local SEO authority.

If you need help with any of this, check out our Local Listing Optimization or SEO Services pages for step-by-step guidance.

Bottom Line

If you’re missing any of these basics, stop here. Nail Level Zero first before you spend a dime on ads. You’ll get way more from your efforts once this foundation is solid.

Level One: Get Found with High-Intent Google Ads

Alright, once you’ve got Level Zero in place, your website, your reviews, your local listings, it’s time to start bringing in leads. And the absolute best way to do that for commercial roofing is through Google Search Ads.



Here’s what I’d set up:

High-Intent Google Search Ads

I’d create ad campaigns for each commercial roofing service you offer. So not just “commercial roofing” in general, but also campaigns for:

• Flat roof replacement
  
  
• Metal roof repair
  
  
• Roof coatings
  
  
• EPDM roofing
  
  
• Spray foam roofing
  
  
• Commercial roof inspections

Why? Because when a building owner is searching for a specific type of roof repair or coating, you want to show them an ad that speaks directly to their need, and then land them on a page that covers exactly what they’re looking for.

Dedicated Landing Pages

This is the other half of the equation. Each ad should send them to a page that’s all about that service. If they’re searching for “spray foam roofing,” your landing page should show them photos of your spray foam work, explain the benefits, and have a clear form to request a quote.

On-Demand Hail Response Campaigns

Commercial roofs get hammered during storms. If I were you, I’d have an ad campaign built out and ready to launch within 12 hours of a major hailstorm. This lets you jump in front of building owners and property managers who need help immediately. And because you already have your campaigns ready, you’ll be the first one they see.

Conversion Tracking & ROI Measurement

It’s not enough to just run ads. You need to know what’s working. I’d make sure every ad and form is tracked in Google Ads and Google Analytics so you can see exactly how many leads (and booked jobs) are coming in.

Automated Lead Follow-Up

Once the lead comes in, don’t wait. Automated email and SMS follow-up ensures they hear from you right away, even if you’re on a roof or meeting with another client. If you want to learn more about this, check out our Email Automation or SMS Automation services.

Regular A/B Testing

Testing different ad headlines, landing page layouts, and images is what turns a good campaign into a great one. I’d set up a process to test small tweaks every month. This is how you keep getting better results without blowing up your budget.

Live Reporting Dashboard

Finally, I’d set up a dashboard where you can see exactly how your ads and website are performing, anytime you want. No more guessing if your marketing is working.

Bottom Line

This Level One system puts you in front of commercial property owners who are actively searching for the work you do, flat out, no guesswork. It’s the fastest path to more qualified leads and bigger projects.

Level Two: Take Your Commercial Roofing Marketing to the Next Level

Once you have everything from Level One dialed in, your high-intent Google Ads campaigns, your dedicated landing pages, your live dashboard, it’s time to add some serious power. Level Two is for the commercial roofers who are ready to stand out and dominate, not just show up.



Here’s exactly what I’d do:

Google Guarantee / Local Service Ads

At this level, we’d launch Local Service Ads, also known as Google Guarantee ads. This is huge for commercial roofers because you’re only paying per qualified phone call, no more wasting money on tire-kickers or random clicks. If they’re not looking for a real commercial roofing service, you’re not paying for it.

This also puts you in that sponsored “Google Guaranteed” spot, which instantly builds trust and credibility with building owners and property managers. It’s a no-brainer if you want more direct calls from high-intent local searches.

Social Media Ads with a Twist

I’d roll out a social media ad system on Meta (Facebook and Instagram), but not just generic “free inspection” ads like everyone else is doing.

Instead, we’d test creative hooks like:

• Free Moisture Scan
  
  
• Free Moisture Mapping
  
  
• Free Storm Damage Report

Why? Because “free inspection” is so overused it doesn’t grab attention anymore. These unique offers stand out in a crowded feed and make people more likely to click and schedule.

Pro Tip: Constant A/B testing is critical here. I’d always be testing new images, videos, and ad copy to see what resonates best. That’s how you keep costs down and leads coming in.

Automated Review System

Reviews are your biggest sales tool, especially in commercial roofing, where jobs are high-stakes and expensive. I’d make sure crews are still asking for reviews in person at the end of the project (right at that peak happiness moment when the building owner is thrilled their new roof is done!).

But we’d also set up an automated review request system that triggers as soon as a job is marked complete in your CRM. This sends out a text and an email asking for feedback right away, while it’s fresh in their mind.

To protect your reputation, I’d use a “roadblock” system here:

• If they click 3 stars or below, they’re sent to a private feedback form so you can address the problem before it goes public.
  
  
• If it’s 4 or 5 stars, they’re sent straight to your Google Business Profile to leave that review that’ll boost your rankings everywhere.
  

Ballpark Estimator Tool

This is one of my favorite new ideas. At Level Two, we’d build a custom-branded ballpark estimator tool for your website. Here’s how it works:

• The building owner enters their square footage, roof type (metal, flat, EPDM, etc.), and any extras like added insulation.
  
  
• The tool calculates a ballpark price range of about 20% above and below your average price for that service.

This does two things:

1. It gives them a real sense of cost (which builds trust).
   
   
2. It doesn’t lock you into a price you can’t honor later, since it’s clearly a ballpark.

It’s a super effective lead magnet as people love getting a fast answer to “what’s it gonna cost?” and it turns more curious visitors into real leads.

Retargeting Ad System

Here’s where things get really interesting. We’d set up retargeting campaigns on both Google and social media to keep your brand in front of people who already showed interest.

For example:

• People who visited your website but didn’t request an inspection? We’ll keep showing them ads with photos of your work and a clear offer to book.
  
  
• People who actually scheduled an inspection? Now we retarget them with a “warm-up” campaign: extreme social proof (like hundreds of 5-star reviews, before-and-after transformations, and video testimonials).

This means when your salesperson shows up for that inspection, the building owner already feels like they know you and they trust you. That’s a huge advantage in a competitive market.

Online Booking Integration

Finally, I’d make it easy for leads to schedule their inspection right on your website, with an online booking tool that syncs directly with your sales team’s calendars. No more phone tag or waiting for a call back. It’s fast, frictionless, and what busy building owners expect.

Expand Your Ready-to-Launch Hail/Weather Campaigns

I’d take the hailstorm-ready campaigns we talked about in Level One and expand them to social media, too. So the second there’s a big storm, you’re not just showing up on Google, you’re also in their social feeds with the exact solution they need.

Bottom Line

Level Two is about building on the solid foundation you created in Level One, and turning up the volume with social proof, targeted follow-up, and creative offers that stand out. If you’re already getting some leads but want to consistently win more big jobs, this is the system I’d put in place.

Level Three: Becoming the Go-To Commercial Roofer in Your Market

Level Three is where you go from just being present to becoming the clear leader in your market, the first choice for any building owner looking for commercial roofing. This is the digital-first marketing system that turns you into the name everyone thinks of first.

Here’s what I’d do if I was in your shoes, already crushing the basics and ready to dominate:

YouTube Video Ad System

This is one of the most powerful (and underused) tools in commercial roofing marketing. Unlike TV ads, which might be hitting a bunch of residential homeowners who aren’t even your customers, YouTube ads let you target exactly the people you want:

• Building owners
  
  
• Property managers
  
  
• Decision makers

Brand Awareness: Here’s where we go big on branding. We’d run videos that show you’re the local expert, who you are, what you do, why you’re the best. This is cheaper and more effective than TV because you’re only paying to reach the exact people who care.



Education: We’d also run educational videos: how to maintain a roof, what to look for after hail damage, why coatings might save them money. This positions you as the trusted advisor not just another roofer.

Retargeting: Remember how we retargeted people in Level Two? Here, we’d do the same thing with video. If someone visits your site or sees an ad, they’ll start seeing short, trust-building videos to keep your brand top-of-mind.

Google Full Coverage Ads (Performance Max)

We’d launch Google’s Performance Max campaigns, which is basically the all-in-one Google system that covers:

• Google Maps
  
  
• Google Search
  
  
• Display Ads
  
  
• YouTube
  
  
• Gmail
  
  
• Discovery feeds

Why this matters: It’s a single campaign that adapts to whatever channel your prospects are using. So whether they’re searching for “commercial roofing near me,” checking Gmail, or browsing YouTube, you’re everywhere they are.

Local Listing Management

At this level, we’re managing your entire online presence beyond just Google. There are over 100 local directories like Google, Bing, Apple Maps, Yelp, Angi’s, and more, and they all feed into your credibility.

• We’d make sure every listing has the same name, address, and phone number (NAP) so Google sees you as legit.
  
  
• We’d add photos, services, and everything else to make you stand out in every listing.
  

Automated Cold Lead Follow-Up

Not everyone books an inspection on the first touch. Some say, “Not right now,” or ghost you after the first call. Here’s where I’d set up an automated cold lead system:

• We’d keep your name in front of them for the next 12 months with automated monthly emails.
  
  
• Light, value-driven emails (like helpful roof maintenance tips) keep you in their mind, so when they’re ready, you’re the first call they make.

For SMS follow-ups, we’d be selective and only send them if it’s relevant and wanted.

Video Content: Next-Level

Your video content is what makes you human and relatable. I’d make sure you’re creating and sharing videos that do three things:

1. Before-and-After Videos: Show the transformation you create, nothing builds trust faster.
   
   
2. Educational Clips: Quick tips about commercial roofing, maintenance, energy-saving coatings, and more.
   
   
3. Brand Story Videos: Short clips of your team, your process, your projects.

These videos don’t just live on your website, they’re used in YouTube ads, retargeting, and organic social media to build an unstoppable presence.

Cross-Sell Opportunities

If you offer more than just commercial roofing, like coatings, waterproofing, maintenance, I’d have an automated cross-sell system in place.

• Use email to remind past commercial clients about your maintenance plans or new services.
  
  
• Position yourself as the go-to for everything roof-related, not just one-off projects.
  

Advanced Retargeting & Funnel Testing

At this level, it’s all about precision and testing:

• Advanced Retargeting: Custom audiences for different stages. Some ready to buy, some still in research mode.
  
  
• A/B Testing: Different headlines, landing pages, videos, tweaking everything to find what pulls in the most leads at the lowest cost.
  
  
• Quizzes & Funnels: Tools like quizzes (e.g., “Find the Right Coating for Your Roof”) that keep people engaged and make them more likely to convert.
  

Tie It All Together

The real magic here is how all of this builds off the foundation from Levels One and Two:

• When someone sees you on Google Search, your YouTube ads back it up.
  
  
• When someone sees you on social, they see the same credibility in your retargeting.
  
  
• When they think of commercial roofing in your city, your name is the one they remember.
  

Bottom Line

Level Three isn’t about doing everything, it’s about doing everything together in a way that makes you impossible to ignore. If you’re serious about being the go-to commercial roofer in your market, this is how you get there.

Level Four: The Complete Marketing Department, Done for You

Level Four is for the commercial roofer who’s ready to stop guessing and have their entire marketing operation handled by pros. It’s for established companies that know marketing is an investment, not an expense, and they want every dollar to work harder than ever before.

Here’s what I’d do (and what we do for our commercial roofing clients) at this level:

Complete Marketing Department

Everything I’ve mentioned in Levels Zero through Three? It’s all included here plus more. This isn’t about just running ads or posting on social media, it’s about having a dedicated team that knows the commercial roofing industry inside and out and acts like an extension of your business.

Guard Wall from Annoying Sales Reps

You’re busy. The last thing you need is to be bombarded by sales calls and spammy emails from marketing reps promising the “next big thing.”

At this level, we act as your gatekeeper, screening every offer, every vendor, and only bringing you ideas that actually make sense. It’s a time-saver and a stress-saver, giving you back hours every week.

Vendor Relationship Management

Already working with a TV or radio company? Maybe you’re getting pitched a new directory listing? We’ll manage those relationships for you, negotiating better deals, analyzing performance, and making sure you’re not wasting a penny on marketing that doesn’t work.

Print & Direct Mail Design

First impressions count. We make sure your brand looks sharp wherever it shows up:

• Direct mail pieces
  
  
• Referral cards
  
  
• Flyers for your sales team
  
  
• Branded handouts for trade shows or community events

 If it’s printed, we’ll make sure it’s working as hard as your digital marketing.

Full Social Media Management

We handle all your social channels, posting consistently, engaging your audience, and making sure your organic content complements your paid ads. This builds your brand beyond just “selling” and shows you’re invested in your local community.

Organic SEO System Deployment

Paid ads are powerful, but organic traffic is free. We’ll create and maintain a long-term SEO strategy for your website and local listings so you keep showing up when building owners search for commercial roofers, even without spending on ads.

Referral Program Integration

Referrals are the highest-quality leads you can get. We’ll set up a simple, effective system to turn your happy customers into your sales army, complete with the backend automation, the materials your sales team needs, and clear messaging that makes it easy for customers to share your name.

No More Marketing Headaches

The biggest value here? You’re not juggling a bunch of different agencies, freelancers, or in-house hires. You’ve got one partner (us!) who manages it all, top to bottom, online and offline.

It actually saves you money compared to hiring a full in-house marketing team.

Plus, you get the advantage of our data and insights from working with other commercial roofers across the country. That means you stay ahead of the curve and always know what’s working (and what’s not).

Bottom Line

Level Four is about handing off all the marketing work, so you can focus 100% on running your business and serving your clients. If you’re ready to take your marketing off your plate and onto the shoulders of a team that knows exactly what it takes to make you the go-to commercial roofer in your market, let’s talk.

Ready to Become the Go-To Commercial Roofer in Your Market?

I’ve laid out every step I’d take if I were in your shoes, from getting your Google Business Profile in shape to running high-converting Google Ads, retargeting campaigns, and building out automated systems that keep your brand front-and-center for months (or years) to come.

If you’re serious about:

• Turning your commercial roofing company into the local leader
  
  
• Getting more inbound leads from property owners and decision-makers
  
  
• Building a brand that earns trust and closes bigger projects

Let’s talk! We’ll hop on a quick, no-obligation discovery call.

I’ll walk you through exactly how I’d tailor this plan for your company, and what it would look like for us to manage your entire marketing department so you can focus on what you do best, running a top-notch commercial roofing company.