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Example · Roofing Companies · Canada

Roofing Marketing Example: Canada

An illustrative plan showing how Email Marketing, Lead Generation and Meta Ads could work for a roofing company with 4 crews in Montreal.

Illustrative example: this is not a client result. It shows how this work could be structured.

Roofing Companies · Canada

Roofing

Example business: a roofing company with 4 crews based in Montreal, serving the wider Montreal area and focused on asphalt shingle roof replacement and metal roofing. Businesses like this often get many enquiries through HomeStars and similar paid platforms, where the same lead often goes to three or four competitors. The goal was more exclusive inspection requests, a lower cost per contract and a pipeline the owner controls.

Email MarketingInboxLead GenerationExclusive leadsMeta AdsFB & InstagramRoofingGoalqualified leads

The challenge

Where a business like this gets stuck

  • Roof replacements are high-value but infrequent purchases, so buyers are cautious and compare several quotes.
  • Storm and weather events create sudden demand spikes that most roofers aren't set up to capture.
  • Roofing has a trust problem. Buyers worry about cowboys, so credibility signals matter more than in most trades.
  • Peak season (most work happens from april to november; hail season in alberta peaks in summer) was not being planned for, so budget ran out when demand was highest.

The approach

Three services, one goal

This example focuses on Email Marketing, Lead Generation Program and Meta Ads (Facebook & Instagram), three channels that can suit roofing businesses in Montreal. Every call, form and chat is tracked to a booked outcome from week one, so decisions are based on revenue, not clicks.

See our roofing marketing service in Canada

What the work could include

The technical work, service by service.

Service 1

Email Marketing

  • Set up SPF, DKIM and DMARC on the sending domain and warm it up to support inbox placement.
  • Segment past customers and quote recipients by job type, area and last service date.
  • Build automated flows: welcome, quote nurture, post-job review request, annual service reminder and win-back.
  • Send a monthly campaign with seasonal offers for asphalt shingle roof replacement and related work, A/B testing subject lines and send times.
Related service

Service 2

Lead Generation Program

  • Add the business to the exclusive lead generation program: one roofer per service area, so leads are never shared or resold.
  • Launch dedicated lead capture pages and campaigns for asphalt shingle roof replacement and metal roofing across service areas in the wider Montreal region.
  • Qualify every lead by job type, location, budget and timeframe before delivery, with instant delivery by SMS and email.
  • Replace paid lead credits on HomeStars with a fixed monthly program and weekly reports on cost per lead and booked jobs.
Related service

Service 3

Meta Ads (Facebook & Instagram)

  • Install the Meta Pixel and Conversions API server-side to improve event match quality.
  • Launch Instant Form lead ads with qualifying questions (area, job type, timeframe) to filter out low-intent leads.
  • Test creatives: before and after photos, short job videos and owner-to-camera clips, then move budget to the best performers.
  • Build audiences from website visitors, video viewers and a lookalike of past customers, excluding existing clients.
  • Sync lead ad submissions to the CRM in real time so every lead is called within minutes.
Related service

An example 6-month timeline

From tracking to scale.

  1. Weeks 1 to 2

    Audit, tracking and baseline

    Call tracking, conversion tracking, CRM connection and a full audit covering Email Marketing, Lead Generation and Meta Ads.

  2. Weeks 3 to 6

    Build and launch

    Email Marketing, Lead Generation and Meta Ads live for asphalt shingle roof replacement and metal roofing.

  3. Months 2 to 4

    Optimise

    Weekly search term, call and landing page reviews. Budget and effort moved to the jobs that close.

  4. Months 5 to 6

    Scale

    Expansion into Ottawa and nearby areas, plus new services with clear demand.

Illustrative example: this is not a client result. It shows how this work could be structured. Your results depend on your market, budget, capacity and follow-up. We share realistic forecasts in your free audit.

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