“You can’t score if you never take the shot.” That famous Gretzky quote fits perfectly when it comes to marketing your roofing franchise. Advertising spend doesn’t always guarantee immediate returns—but without it, growth is nearly impossible. The key is having a smart strategy and the right partners to maximize every dollar.
How Much to Invest in Advertising
One of the most common questions new franchise owners ask is: How much should I budget for marketing?
While exact numbers vary by market, most roofing companies dedicate 5–12% of their total revenue to advertising. Spend too little and you’ll be invisible to potential customers. Spend wisely and you’ll create the visibility needed to grow.
Here’s a helpful breakdown:
- Smaller roofing businesses: ~7–8% of revenue
- Expanding franchises: 8–12% of revenue
- Established companies in competitive markets: closer to 10–12%
For example, if your franchise is aiming for $1M in annual revenue, plan for $70K–$120K in yearly advertising spend.
Balancing Short-Term Wins and Long-Term Growth
A strong marketing strategy needs both immediate lead generation and brand-building investments. One drives today’s sales, the other ensures tomorrow’s stability.
- Lead Generation: Google Ads and Local Service Ads (LSA) capture customers actively searching for roofing help. Dedicate 20–30% of your budget here.
- Brand Building: Content creation and SEO steadily position your business as a trusted authority. Expect another 20–30% for these efforts.
- Local Outreach: Sponsorships, chamber memberships, and community events build visibility at a grassroots level.
Sample Budget Break
Here’s what a typical franchise allocation might look like:
- Google Ads & LSAs — 30%
- SEO & Content Marketing — 30%
- Social Media Ads — 15%
- Local Outreach — 15%
- Miscellaneous (trade shows, promos, unplanned campaigns) — 10%
When to Expect ROI
Some channels pay off quickly—Google Ads can start producing leads within weeks. Others, like SEO, may take 3–6 months before delivering consistent results.
The key is monitoring. Use tools like Google Analytics to track conversions and adjust your strategy along the way.
The Winning Approach
Marketing is an investment, not just an expense. For roofing franchise owners, success comes from committing to a plan, diversifying spend, and using the resources available.
With the right support and a proven system behind you, your advertising dollars will go further—helping you grow faster and smarter.
