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Example · Roofing Companies · UK

Roofing Marketing Example: UK

An illustrative plan showing how Lead Generation, Google Ads and Local SEO could work for a roofing company with 4 crews in Manchester.

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

Roofing Companies · UK

Roofing

Example business: a roofing company with 4 crews based in Manchester, serving the wider Manchester area and focused on full re-roofs and flat roofs. Businesses like this often get many enquiries through Checkatrade 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 leadsGoogle AdsSearch adsLocal SEOGoogle MapsRoofingGoalqualified 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 (storm-driven repair demand peaks in autumn and winter; re-roofs and flat roofs 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, Google Ads and Local SEO & Google Maps, three channels that can suit roofing businesses in Manchester. 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 the UK

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 full re-roofs and flat roofs across service areas in the wider Manchester 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 Checkatrade with a fixed monthly program and weekly reports on cost per lead and booked jobs.
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Service 2

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.
  • Set up and manage Google Local Services Ads next to search campaigns, disputing invalid leads weekly.
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Service 3

Local SEO & Google Maps

  • Rebuild the Google Business Profile: correct the primary category, add secondary categories and services with descriptions and a service area matched to the real travel radius.
  • Publish suburb and area pages across the wider Manchester area, each with local job photos, travel times and area-specific FAQs.
  • Launch a review request flow by SMS after every completed job to encourage a steady flow of new reviews.
  • Track rankings on a 9x9 geo-grid around the office to see Maps visibility street by street, not just from one location.
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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, Google Ads and Local SEO.

  2. Weeks 3 to 6

    Build and launch

    Lead Generation, Google Ads and Local SEO live for full re-roofs and flat roofs.

  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 Leeds 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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