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Example · Roofing Companies · Ireland

Roofing Marketing Example: Ireland

An illustrative plan showing how Lead Generation, Email Marketing and Google Ads could work for a roofing company with 5 crews in Cork.

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

Roofing Companies · Ireland

Roofing

Example business: a roofing company with 5 crews based in Cork, serving the wider Cork area and focused on roof replacements and storm damage repairs. Businesses like this often get many enquiries through trade directories 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.

Lead GenerationExclusive leadsEmail MarketingInboxGoogle AdsSearch adsRoofingGoalqualified 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 (repairs spike after autumn and winter storms; replacements are strongest in spring and summer) was not being planned for, so budget ran out when demand was highest.

The approach

Three services, one goal

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

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What the work could include

The technical work, service by service.

Service 1

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 roof replacements and storm damage repairs across service areas in the wider Cork 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 trade directories with a fixed monthly program and weekly reports on cost per lead and booked jobs.
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Service 2

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 roof replacements and related work, A/B testing subject lines and send times.
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Service 3

Google Ads

  • Restructure the account into single-theme ad groups by job type, with exact and phrase match only and a negative keyword list.
  • Install call tracking and import booked jobs from the CRM as offline conversions, so bidding optimises for revenue, not form fills.
  • Move from manual CPC to Maximize Conversion Value with a target ROAS once enough conversions a month are flowing.
  • Add ad scheduling and location bid adjustments so budget follows the hours and areas that produce booked work.
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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 Lead Generation, Email Marketing and Google Ads.

  2. Weeks 3 to 6

    Build and launch

    Lead Generation, Email Marketing and Google Ads live for roof replacements and storm damage repairs.

  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 Waterford 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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