THE ROOF LOOKS FINE TODAY. IS THE PHONE STILL RINGING?
Marketing for roofers who want booked jobs, not leads
We turn local searches into estimates on the calendar — replacements, repairs, maintenance and storm work — and we report on cost per signed contract, not on clicks.
Tell us a little about your brand and we'll be in touch within 24 hours to lock in a time.
rise in average U.S. residential replacement cost in 2025 (Verisk)
of homeowners start from a recommendation — reviews are the online version
use a search engine to find a contractor
quotes gathered before two-thirds of homeowners sign
We made the difference for those brands
Retail & commerce
Creative, content, arts & culture
Food & beverage
Creative, content, arts & culture
Food & beverage
Retail & commerce
B2B software, fintech, insurance
B2B software, fintech, insurance
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B2B software, fintech, insurance
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B2B software, fintech, insurance
Apparel and lifestyle
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Healthcare & regulated services
Beauty, personal care & wellness
Healthcare & regulated services
B2B software, fintech, insurance
Consumer tech and platforms
B2B software, fintech, insurance
B2B software, fintech, insurance
Retail & commerce
Consumer tech and platforms
B2B software, fintech, insurance
Creative, content, arts & culture
Healthcare & regulated services
Consumer tech and platforms
Apparel and lifestyle
Retail & commerce
Who we are
A partner that reads your schedule board, not just your dashboard
Web Tonic is a digital marketing agency that runs contractor accounts every day, and three of them are roofers: Toitures LV, 123couvreur.com and ToitureGrandMontreal.com. Same team handles the ads, the local search visibility, the content and the website that has to convert all three. We are not a generalist shop running one playbook for a dentist, a law firm and a re-roof crew. Our roofing clients get the same senior team that handles SEO, PPC and web design for the rest of the roster.
Sound familiar?
If you run crews, you have hit at least two of these.
Work arrives in bursts after weather, then goes quiet while the trucks still cost the same. You buy shared leads and half of them never answer. And when a homeowner finally searches, a directory or an out-of-town company shows up first. None of that is a demand problem. It is a visibility, response-speed and measurement problem, and all three are fixable inside a quarter.
Demand spikes after a storm, then drops for weeks while your crews sit on half days.
Shared leads arrive already shopped to three competitors, so your close rate hides how good your work actually is.
A homeowner searches “leak repair near me” and a directory outranks you in your own township.
Results & timeline
Your first seven days with us.
Day 1–2: Audit
We map the towns you actually serve, the companies beating you in local results, and the state of your tracking. Most accounts we open are missing half their calls: no call tracking, form submissions counted twice, and no way to tell an estimate request from a price shopper.
Day 3–4: Offer and tracking
We rebuild measurement end to end — calls, forms and booked estimates — then rewrite the offer the way a homeowner reads it. Roofing Contractor’s 2026 homeowner survey found 65% are more likely to call a company that shows pricing on its website, so vague “request a quote” pages cost you the click before the conversation.
Day 5–6: Build and launch
Campaigns, call tracking and the pages that receive the traffic go live together, highest-intent searches first: emergency repair, storm damage, replacement. Service-area pages get written for the townships you cover, not one “service areas” list.
Day 7: Review and scale
You get the first written review: what launched, what the early numbers say, cost per booked estimate, and the 30-day roadmap. After that it is a weekly working session, not a monthly PDF.
for WHO
Built for contractors, not repurposed from a retail playbook
A new roof is a five-figure decision a homeowner makes about once every twenty years, your best and worst months are set by weather nobody controls, and most jobs are lost before the estimate because someone with better reviews and a faster site answered first. Everything we build follows from those three facts.
The economics have moved, too. Average U.S. residential replacement costs jumped 33% in 2025 against the prior four-year average, according to Verisk’s 2026 U.S. Roof Report, which raises the stakes on every quote and makes homeowners shop harder: two-thirds now gather three estimates before they sign. So the win is rarely more traffic. It is being the first credible company they find, with proof and a price range visible, and a call answered inside the hour.
We work that gap with four things under one roof: local search visibility across every township you cover, paid search that scales with storm demand, paid social and creative for neighbourhood campaigns after a completed job, and a site built to convert so the first three are not paying for a dead-end form. One senior team, one plan, one dashboard, and market exclusivity in writing. The outcomes are on our case studies.
Results
Real Spend. Real Revenue.
What we run for roofing companies.
Local visibility across every town you cover.
Half of homeowners now use a search engine to find a contractor, per Roofing Contractor’s 2026 homeowner survey — second only to word of mouth, and the only one you can influence directly. That means the map pack, the reviews attached to it, and a real page for each township rather than one list of service areas.
Each job type is a separate search with a separate buyer: replacement, leak repair, hail and storm restoration, inspections and maintenance plans, flat and commercial work, metal, gutters, ventilation, ice-dam systems. Each gets its own page and its own campaign — that is what local SEO for a roofer really means, page-level optimization per township and per job type, not one blog a month. Because a homeowner with water coming through a ceiling and one planning a re-roof next spring are not the same person.
Paid search built around the season, not a flat monthly plan.
Storm weeks and quiet weeks need different budgets. We run Google search campaigns and Local Services Ads with call tracking on every line, scale spend when high-intent volume appears, and pull it back when the queries turn into price shopping. Ad copy is written per job type, and the landing page matches the search instead of dropping everyone on a homepage.
Quality is judged on jobs sold, not raw enquiry count: ten qualified estimates beat forty shared leads that never answer the phone.
Follow-up that keeps an inspection from going cold.
Most contractors lose money after the visit, not before it. Automated email and text follow-up keeps you present while a homeowner compares quotes, review requests go out the day a job closes, and every unsigned estimate stays in a sequence instead of a notebook.
Response speed is the other half. Homeowners prefer a phone call (56%) while contractors lead with email, per Roofing Contractor’s 2026 homeowner survey — the gap is a booked job. We set up the routing, the missed-call text-back and the reporting that shows which calls went unanswered last week.
Services
Paid media across Google search, PPC, Local Services Ads, Meta and short video, structured by job type and service area. Budget follows signed contracts, creative is refreshed before it fatigues, and every dollar is traced to a booked estimate rather than a click.
Social will not replace search here, but it compounds it. It is where a homeowner checks that your company looks real before calling, and where a neighbourhood campaign around a job you just finished buys the cheapest customer you will ever get. Lead generation is judged on performance against booked work, so a campaign that wins on cost per click and loses on signed contracts gets rebuilt, not defended.
Content that answers what comes up on every estimate: what a replacement costs in your area, repair versus replace, how an insurance claim actually runs, what a warranty covers. Job-site photos, before-and-after sets and drone footage do more for trust than any paragraph of copy — and they are the assets an agency without site access can never produce. The content strategy is simple: answer online what you already answer in a driveway, and the best-ranking pages in your market are usually the ones that do it plainly.
Data intelligence: call tracking, deduplicated form events, and one dashboard tying every enquiry and booked job back to what produced it — cost per estimate, close rate by source, revenue by service area. If a number is not tied to work on the calendar, it does not go on the report. We connect the CRM you already use rather than pushing a new system, so the same case record follows a homeowner from first call to signed contract.
A website built to convert: fast on a phone in a driveway, phone number visible on every screen, estimate forms that take seconds, financing explained, and real proof from the towns you serve. Two-thirds of homeowners collect three quotes, so the site’s only job is to make yours the easy one to call first. The web design work is conversion work: fewer form fields, clearer service pages, and proof placed where a homeowner is actually deciding.
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Built on trust. Proven by results.
We partner with SMBs and Fortune 500 companies to deliver more than reach — we bring clarity, execution, and measurable outcomes. Every successful partnership starts with a strong culture fit and a shared drive to grow.
faq
Answered questions.
Growth-minded contractors who want tracked, accountable marketing — from single-crew residential outfits to multi-market companies running commercial and residential divisions side by side. What they share is wanting to build something durable instead of renting shared leads forever. We work with roofing businesses across the USA and Canada, and most arrive after two or three agencies that reported on rankings while the schedule stayed empty.
We also hold market exclusivity: one company per market, written into the agreement. If we work for you, we are not building the same plan for the contractor across town.
Paid search and Local Services Ads can produce calls in the first week, because the demand already exists and we are simply appearing in front of it with tracking attached. Conversion fixes on the site land inside 30 days. Local organic visibility is a two-to-three-quarter programme: service-area pages and reviews compound, and anyone promising map-pack dominance in six weeks is bidding on your own name.
A fixed monthly fee, quoted separately from ad spend, scoped to the channels and the number of service areas you need. After the audit you get a plan tied to targets — cost per booked estimate first — and we will tell you which channels we would not run yet rather than selling the full bundle on day one. The best marketing budget for a roofing business is the one you can hold through a slow quarter, so we scope to that rather than to a top-of-market package.
Usually we improve what you have, and that is the faster and cheaper route: page speed, mobile layout, the estimate form, proof and the service-area structure. A rebuild is worth it when the current site blocks growth structurally — no usable CMS, a theme nobody can maintain. Either way you keep ownership of the site, the ad accounts and the analytics.
Yes, and it is the highest-value work to get right. Local Services Ads and search campaigns run on emergency and storm queries with call tracking and after-hours routing, so a 9pm call reaches a person. Budgets scale within hours of a weather event and settle back afterwards, and the reporting separates insurance-claim work from cash jobs.
Because calls and booked jobs are different numbers, and the plateau most contractors hit is structural: you are visible in one town and invisible in six, unanswered calls are never counted, unsigned estimates are never followed up, and nobody can say which source produced last month's revenue. Those are fixable, and cheaper than another 10% of ad budget.
What you get is a named senior strategist rather than a coordinator relaying questions, with the paid, organic, creative and web specialists on the same team. Most contractors arrive from two or three vendors who each optimise their own report; one team means one set of numbers and one weekly review. If the fix turns out to be smaller than a full retainer, we scope to the fix and say so on the first call.
