“You miss 100% of the shots you don’t take.” The famous Wayne Gretzky quote applies to many things in life and business—including advertising for a roofing franchise. There are no guarantees when it comes to ad spending and return on investment (ROI). Sometimes, you just have to take a shot. However, the key to making that shot count is preparation. You need a solid game plan (strategy) and the right team (marketers) to maximize your chances of advertising success.
So, what's the first thing to consider when determining how much you should invest in advertising your roofing franchise?
How Much to Spend on Advertising
It’s understandable why many roofing franchise owners feel hesitant to spend heavily on advertising when ROI is unpredictable. But if you spend too little, you will likely miss opportunities for growth. The trick is striking a balance. On average, roofing businesses should allocate 5-12% of their total revenue to advertising, depending on the level of competition in your market and the size of your business.
To put that in context, let’s say your roofing franchise aims to generate $1 million in revenue. You’ll want to plan an advertising budget between $70,000 and $120,000 annually. The recommended spend is a wide range because there are many determining factors and there is no one-size-fits-all approach. For example:
Small to medium-sized roofing companies tend to spend 7-8% of revenue
Those looking to expand effectively put 8-12% of their revenue towards marketing expenditures
Larger companies or franchises competing in saturated markets are in the 10-12% revenue range
Planning for Short-Term Wins and Long-Term Success
A winning strategy combines short-term lead generation with long-term brand recognition. Both are essential for maintaining momentum and ensuring customers continue to choose your roofing business over the competition.
There are three key areas to consider spreading your efforts between: lead generation, brand building, and local outreach.
Lead Generation: Platforms like Google Ads and Local Service Ads (LSA) are great for capturing leads quickly. These ads target homeowners actively searching for roofing solutions, placing your business at the top of search results. Expect to dedicate 20-30% of your advertising budget to these high-impact campaigns.
Brand Building: Investing in content and SEO (Search Engine Optimization) is essential to drive organic traffic over time. By optimizing your website and developing digital content around topics relevant to your audience, you’ll position your franchise as an industry leader while driving long-term leads. Plan to allocate another 20-30% of your ad budget to these efforts, ensuring long-term visibility and a steady flow of inbound leads.
Local Outreach: Don’t underestimate the value of connecting with your community through the Chamber of Commerce, local sponsorships, and events. Depending on your location, opportunities may vary, but they are often lower cost than traditional advertising.
Budget Breakdown: How to Distribute Advertising Dollars
Knowing exactly how to allocate your marketing and advertising spend is complex. That’s where having the right team comes into play. From conducting market research to creating content, your exact budget breakdown will depend on the talent at your disposal. An example plan may look like:
Google Ads & LSAs: 30%
SEO & Content Marketing: 30%
Social Media Ads: 15%
Local Outreach: 15%
Miscellaneous: 10% (e.g., unplanned opportunities, trade shows, promotional items)
Tip: Rely on trusted experts to help you create a customized breakdown specific to your business. Honest Abe Roofing franchisees, for example, can take advantage of our in-house marketing team to help define their goals and develop a personalized plan to achieve them.
When Will You See a Return on Your Investment?
Advertising is a process. Sometimes, you’ll see relatively quick returns. Google Ads, for example, can start bringing in leads within days to weeks. On the other side, content marketing and SEO efforts take time—usually 3 to 6 months—before they start yielding meaningful results.
You can track your ROI using tools like Google Analytics to monitor conversions and adjust your strategy as needed. Regularly evaluate what’s working to fine-tune your campaigns and ensure you’re getting the most out of your advertising spend.
Winning Strategies in Advertising for a Roofing Franchise
Advertising for a roofing franchise is a calculated risk. If you want your roofing franchise to grow, you can’t hold back on marketing. With a clear plan and diversified budget, you can make sure your investment delivers results.
The smartest strategy of all? Leverage the resources that Honest Abe Roofing provides. Honest Abe Roofing offers franchise owners turnkey solutions, so you’re not recreating the wheel. With sales resources and ready-to-use marketing templates, your advertising dollars will work smarter and produce better results. Contact us today to learn more about how we can support your roofing business.
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