Restoration, repairs and replacement are three different jobs at three very different prices, and they are searched almost equally. Most roofing websites have one page called Roofing.
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Australian search volumes, Semrush.
Three channels, three jobs. A business usually needs all three, staggered rather than launched at once. It is the same model our Brisbane digital marketing agency runs across every industry we work in, only the numbers underneath it change.
META ADS
A roof is the one part of a house nobody looks at until it leaks. Meta is where you show a before and after in a suburb people recognise, which sells restoration to the large number of homeowners whose roof is tired but not yet failing.
GOOGLE ADS
Catches them the moment they search, including the ones Meta warmed up. Fastest of the three to produce a booked job, and the only one that works during the week after a hailstorm when every roofer in the city is being called.
SEO
Takes over the same job searches Google Ads is paying for, permanently and for free. Slowest to arrive, cheapest to keep, and the reason your paid bill should fall over time.
Google Ads tells us within about six weeks which searches actually produce booked jobs, so SEO gets aimed at those rather than guessing for six months. Meta retargeting picks up everyone who read your restoration page and did not call, which on a job costing thousands is most of them. And as SEO ranks for a job type, we pull the paid spend off it and move it to the next one.
The work behind each one, so you can tell whether a proposal is describing effort or just naming a platform.
THE SLOW ASSET
A real page per job type rather than a Services list, each with before and after photographs of your own work. Google Business Profile built properly, categories right, and a review process that runs after every job. Suburb pages for the areas you actually service.
THE FAST LEVER
Campaigns split by job type, not one campaign called Roofing. Negative keywords so you stop paying for roofing supplies, roof tiles for sale, roofing courses, roofer salaries, and people trying to patch a leak themselves. Call tracking above everything, and the ability to lift budget hard in the week after a storm.
THE ONE MOST ROOFERS SKIP
The one most roofers skip, and the trade has the best material for it. A tired roof next to the same roof restored, in a street people know, sells work to homeowners who were not looking for anything.
We start from which jobs you want more of, not from which service we would like to sell you. A roofer living on leak call-outs who wants restoration work needs a restoration page and Meta Ads, not more emergency traffic. A newer business with no reviews needs Google Ads while the SEO catches up. We will tell you on the call if one of the three is not worth running for you.
Not a strategy document. These are the three pages we would put up first for a Brisbane roofer, why those three, and the numbers behind each one.
Built around “roof restoration”
The best job in the trade to sell on a page, because nothing is broken yet. These are people whose roof looks tired, often ahead of selling, and they are comparing options rather than ringing in a panic. Explain what restoration actually includes, when it is genuinely enough and when it is putting paint on a roof that needs replacing. Saying that honestly wins more work than promising it always works.
Built around “roof leak repair”
1,900 a month plus 3,600 for repairs generally, and the most expensive clicks in the trade. Nobody with water coming through a ceiling reads a paragraph about company history. Phone number, response time, whether you tarp today, and whether you deal with insurers. Say all four above the fold or the click is wasted.
Built around “colorbond roofing”
2,400 a month searching a brand of steel rather than a trade, plus 2,400 for replacement generally. These people have already decided what they want on the roof and are looking for someone to put it there. Tile against metal, what it does to the noise and the heat, and how long each lasts. It is a material page that produces replacement jobs.
Tell us your suburbs and the jobs you want more of. We will come back with the real search numbers for your patch and the three pages we would start with. Fifteen minutes, no obligation, and you keep the research either way.
Your Google Business Profile, suburb pages, and local listings optimised so customers in your area find you first.
Technical fixes and service-focused SEO that make your site easy for Google to understand and trust.
Build your reputation through reviews, with monthly reports tracking rankings and leads from organic search.
Site speed, crawlability, schema markup, and Core Web Vitals sorted so Google can index and trust your site.
Service pages and suburb landing pages written to rank and convert, not just fill space.
Backlink building and on-page optimisation that compounds month over month.
Worth saying before you enquire, because it saves everyone three months.
Fast answers, clear decisions.
Spend, leads and trends at a glance.
Your data, your accounts.
Budget goes to what converts.
4+ years average client retention.
Specialists across each platform.
Because they are three different customers at three different prices. Restoration does 3,600 searches a month, repairs 3,600 and replacement 2,400. One has a leak, one has a tired roof before selling, and one has already been told the roof is finished. A single page called Roofing speaks to none of them properly.
Agency fees usually work one of three ways: a percentage of ad spend, a flat monthly retainer, or a base fee plus a percentage above a threshold. Percentage models get expensive as you scale and quietly reward the agency for spending more of your money. Ask which model an agency uses and why before you ask for a number.
No, though most roofers do. Leak clicks cost about eight and a half dollars because everyone bids for them during storms, and the work is the least profitable and least loyal in the trade. It also vanishes the week the weather clears. Restoration and replacement are worth several times as much and keep the calendar full in the dry months.
It behaves seasonally, and we have deliberately not published a seasonality claim on this page because our two data sources disagree on the shape and we have not verified it year by year. What is not in dispute is that leak work spikes with weather and restoration does not, so the sensible approach is to hold budget back for the dry months rather than assume a fixed curve.
Because 2,400 people a month search it rather than searching for a roofer. They have already decided what they want on the roof and are looking for someone to install it. Tile against metal, noise, heat and lifespan. It is a material page that produces replacement jobs.
More than on most trades, because roofing has the most dramatic before and after available to any trade and almost nobody uses it. Most sites we audit run stock photographs of roofs in other countries. Your own roofs, in suburbs people recognise, do the selling.
Roofing supplies, roof tiles for sale, roofing courses, roofer salaries, roof racks, and people trying to patch a leak themselves. On broad match an account buys all of it, and at these click prices that is expensive.
Yes, plainly, on the leak and storm page. Whether you deal with insurers directly is one of the first questions someone with storm damage has, and most sites leave it unanswered. It is a cheap way to look like the easier option.
Google Ads produces calls within days, faster during a storm. The job pages take three to six months to rank. Meta produces restoration enquiries on a slower arc, because nothing is broken and there is no deadline.
We look at whether your site has a real page for each job type, what those terms do in your suburbs, whether the photographs are yours, and how much of your current spend is going to leak traffic. You get it in writing and you keep it either way.
