The roof leaked. They asked an assistant who to call.
who to call
A stain spreads across the ceiling and the homeowner types the problem into ChatGPT before they open a search page. We run ChatGPT Ads for roofing companies so your firm is named in that answer and present in the placements beside it. Commercial-intent conversations inside ChatGPT rose from 13.9% to 19.2% of the total in a year.
Tell us a little about your brand and we'll be in touch within 24 hours to lock in a time.
FOUR WORKSTREAMS
Four workstreams behind ChatGPT advertising for a contractor.
a contractor
The questions homeowners actually type, placements bought inside ChatGPT against real demand, the local evidence that makes an assistant name your company, and tracking that ends at a signed contract.
Prompt and demand mapping
Placements inside ChatGPT
Local evidence and answer visibility
Tracking to the signed job
What a homeowner asks before they call a roofer.
Assistant questions run long. People describe the damage — missing shingles after wind, a drip above the landing, a flat roof holding water — then ask what it should cost, whether insurance covers it and who nearby is worth calling. That is a very different input from a two-word search term, and it rewards a roofing business with clear, specific published answers.
We build that prompt set trade by trade and town by town: storm and emergency repair separated from planned replacement, metal separated from shingle, residential separated from commercial roofs. It decides where advertising is worth buying and where content alone will win the mention.
- Prompt sets built per system and per town
- Storm repair demand separated from planned replacement
- Insurance-claim questions tracked as their own group
- Commercial and property-manager prompts kept apart
19.2%
of ChatGPT conversations now carry commercial intent
Buy the surface while local roofers are still absent.
Advertising inside ChatGPT is young and filling quickly. Active advertisers climbed from 2,585 to 3,770 in a single week once the minimum spend came down, and Seer observed 3,697 unique advertisers with ads showing in 96 of 97 tracked workspaces. Almost none of them are roofing companies.
We set the campaigns up the way a service business needs them: coverage that matches your crew drive times, budgets weighted to the hours somebody answers the phone, and copy that names the roofing system, the town and the response time instead of promising quality and integrity like every other advert in the trade.
- Campaigns structured by trade and coverage zone
- Budget weighted to the hours your office is staffed
- Copy that names the work, the area and the response time
- Spend coordinated with your existing search programme
3,770
active advertisers on ChatGPT in one measured week
46%
week-over-week advertiser growth after the spend floor dropped
Assistants repeat whatever the web agrees on.
Ask for a contractor in a given town and the model assembles its answer from your Google Business Profile, your reviews, your service pages and the directories carrying your details. Consistency, recent reviews and plainly written pages decide whether your company is named or skipped — and that visibility carries no cost per click.
We repair that evidence base first, with our AI search visibility and SEO teams, so any paid placement lands beside an answer that already mentions you. It is the cheapest half of this work and the half most contractors skip.
- Google Business Profile, categories and service areas rebuilt
- Company details made consistent across local directories
- Service and pricing detail written in plain language
- Answer visibility tracked across assistants over time
108,600
roofing businesses competing across the US
$92.5B
US roofing contractors market in 2026
Reported in signed roofs, not impressions.
A lead only matters if it becomes a contract. Non-branded roofing search leads averaged $124 across tracked contractor spend in early 2026, at a $10.25 average click, and the wider home-services benchmark for roofing and gutters reached $228.15 per lead. That arithmetic, not click volume, is what we report against.
Assistant reporting is still coarse, so we build measurement that does not depend on it: tracked numbers, attribution on every form, and a single view across channels from our analytics team. Each month you get a written read on what a ChatGPT-sourced roof actually cost to win.
- Call tracking installed and verified before launch
- Cost per lead and per signed contract reported by service
- Assistant-sourced enquiries separated from search and social
- A written monthly read, not a dashboard link
$124
average non-branded roofing cost per lead on search in 2026
$10.25
average roofing cost per click in the same dataset
average non-branded roofing cost per lead on search in 2026
size of the US roofing contractors market this year
Written read on calls, leads and signed contracts
Ad accounts, profile, content and data in your name
We made the difference for those brands
Consumer tech and platforms
Retail & commerce
Retail & commerce
B2B software, fintech, insurance
Food & beverage
Creative, content, arts & culture
Consumer tech and platforms
Consumer tech and platforms
Home essentials, appliances, kitchen & pet
Retail & commerce
Healthcare & regulated services
Consumer tech and platforms
Creative, content, arts & culture
Travel & mobility
B2B software, fintech, insurance
Beauty, personal care & wellness
Consumer tech and platforms
B2B software, fintech, insurance
Retail & commerce
Home essentials, appliances, kitchen & pet
Healthcare & regulated services
Creative, content, arts & culture
B2B software, fintech, insurance
B2B software, fintech, insurance
Consumer tech and platforms
Apparel and lifestyle
Creative, content, arts & culture
Creative, content, arts & culture
B2B software, fintech, insurance
B2B software, fintech, insurance
Food & beverage
01 — The challenge
Paid clicks keep getting dearer for the same contracts.
Every contractor in the county is bidding on the same replacement and storm-damage terms. Tracked contractor data puts the average non-branded roofing lead at $124 and the average click at $10.25, with the wider home-services benchmark for roofing at $228.15 per lead. Meanwhile a growing share of homeowners resolve the question before a results page is ever opened, in a conversation you cannot see.
“The homeowner told our estimator the chatbot suggested three roofers. We were not one of them.”
And the surface is now commercial by default: an analysis of 36,153 answers found 72% of US ChatGPT responses carrying an ad.
02 — Our approach
Earn the mention, then buy the placement.
We start with the half that costs nothing per click. Your business profile, your reviews, your directory records and your roofing service pages are the evidence an assistant reads before deciding whether to name you, and most contractors have gaps there that close in weeks rather than months. The same work lifts ordinary local search at the same time.
Then we map the questions homeowners really ask for the services you sell, split by urgency, roofing system and town, and decide where paid placements are worth buying. Campaigns follow crew drive times and staffed hours, with copy that names the work and the response time rather than describing your company as trusted and family owned like everyone else.
Tracking goes in before the first impression: tracked numbers, form attribution and one view alongside your search and social spend. Every month you get a written read on cost per lead and cost per signed contract by channel, so budget moves on evidence. The ad accounts, the content and the data stay in your name throughout.
03 — What we did
Evidence first, placements second, roofs measured.
Local evidence rebuilt so assistants can name you, prompts mapped by roofing service and town, placements bought carefully, and everything tracked through to a signed contract.
Weeks 1-2 / Baseline
How assistants describe you today
What ChatGPT answers when a homeowner asks for a roofer in each of your towns, recorded before we change anything.
Weeks 2-4 / Evidence
Profile, reviews and roofing pages
Business profile rebuilt, directory details made consistent, and plain pages for every system you install.
Month 2 / Launch
Placements bought against real demand
Campaigns built by trade, urgency and coverage zone, with budgets weighted to the hours you answer calls.
Ongoing / Prove
Cost per signed roofing contract
Calls and contracts attributed by source and reviewed monthly against your existing search and social spend.
WHAT YOU GET
Deliverables you keep, whatever happens next.
you keep
The ad accounts, the business profile, the content and the tracking are all in your name from the first week.
Assistant visibility audit
What ChatGPT and the other assistants say today when someone asks for a roofer in each town you cover.
Homeowner prompt map
The questions people ask before calling a contractor, grouped by system, urgency and season.
Local evidence rebuild
Profile, service areas, citations and reviews put in order so assistants can name you confidently.
Campaign build and copy
Placements, budgets and ad copy naming the work, the area and a response time you can honestly promise.
Call and contract tracking
Tracked numbers and form attribution verified before the first impression is ever bought.
Monthly reporting pack
Cost per lead and per signed roof by channel, with a written note on what moved and what happens next.
HOW WE WORK
Operating standards, not promises.
Operating standards
Storm and emergency repair
Wind and hail damage, where the first credible answer usually wins the inspection.
ExplorePlanned roof replacement
Researched over weeks, compared on materials, warranty and finance before anyone calls.
ExploreCommercial and flat roofing
Facilities and property managers, a slower search with a maintenance contract behind it.
Explore
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.
CASE STUDIES
Case studies
Website Portfolio
Video Ads
Static Ads
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FAQ
Questions contractors ask us
Do homeowners actually use ChatGPT to find a contractor?
Enough of them that sitting it out is now the expensive choice. The share of ChatGPT conversations with commercial intent rose from 13.9% to 19.2% in a year, and the roofing pattern is consistent: describe the damage, ask what it should cost, ask who nearby does it well. We record what the assistant says for your towns before we start, so you can see your own position rather than take our word for it.
How is this different from Google Ads for roofing?
Search is an auction on short phrases; this is a conversation where being named inside the answer matters as much as the placement beside it. The economics differ too. Non-branded roofing search leads averaged $124 with clicks at $10.25 in 2026, while assistant placements are still thinly contested by contractors. We run both and let cost per signed contract decide the split.
What budget should a contractor start with?
Small and measured. A few hundred a month next to your existing search programme is enough to learn whether these placements produce callable leads in your service area, and we would rather prove that than sell a large number. The bigger piece is the local evidence and service content, which is a one-off build with a long tail. Spend scales only once cost per contract is proven.
How do we know a roof came from ChatGPT?
We build the tracking ourselves rather than trusting platform reporting, which is still coarse. A dedicated tracked number, landing paths that identify the source, and a short 'how did you hear about us' field on the estimate request feed one view in our analytics layer. It is not flawless attribution and we will not pretend otherwise, but it is honest enough to move budget on with confidence.
Does our Google Business Profile still matter?
More than ever, because it is one of the first things an assistant reads before naming a contractor. Categories, service areas, hours, project photographs and a steady flow of recent reviews feed the answer as well as the map results, so the same work pays twice. We rebuild it within this programme rather than quoting it as a separate project.
Which services are worth advertising here?
Start with the work you want more of and can crew next month. Storm and leak work converts fastest but arrives unpredictably; full replacement, metal systems and commercial flat decks carry a far bigger ticket and a longer decision, which suits a conversational surface well. We usually keep a small repair line running for coverage and put most of the budget behind the replacement work with the better margin.
What happens in the days after a hail storm?
We plan for it instead of reacting. The 72 hours after a major hail event are the most valuable window in the trade, with searches spiking several hundred percent above baseline. Copy, budgets and coverage zones are prepared before the season, then released when the storm track is known, capped to the inspections your crews can actually run that week.
How quickly will we see leads?
Placements can produce enquiries within the first few weeks, while the visibility work that gets you named in answers builds across a quarter. We report those separately so you always know which part is paying its way. In month one we would rather show you a handful of well-attributed calls than a large click count nobody can tie to a roof.
Is this replacing our SEO?
It leans on it. Everything that makes an assistant comfortable naming you — consistent details, real reviews, clear service pages, genuine relevance — is the same work that wins map results. Contractors already running SEO start well ahead here, and the two programmes share one content plan instead of duplicating it.
Are other contractors already advertising inside ChatGPT?
Very few, which is precisely the opening. Seer counted 3,697 unique advertisers across its tracking worldwide and in every category — a small field beside the roughly 108,600 roofing businesses operating in the US. Local contractors are barely represented, so placements stay cheap to test while that lasts.
What does the ad copy actually say?
The roofing work, the area and the response time. A homeowner with a bucket under a drip does not read adjectives, so we name the service, the towns and what happens when they call, with pricing expectations wherever you are willing to publish them. Everything we claim has to be something your scheduler can honestly deliver, because an unmet promise costs more in reviews than it earns in calls.
Who will be working on our account?
A named senior paid media strategist with a local search specialist alongside, and the same people stay with your account rather than handing it to a rotating queue. You will know their names, you can email them directly, and the person who wrote your plan is the person who reviews the numbers with you each month.
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