How Much Should a Roofing Company Invest in Marketing?
- Amber Hartman
- 12 hours ago
- 3 min read
A Strategic Breakdown for Small, Medium, and Large Roofers
As the roofing industry grows more competitive, and digital-first homeowners and property managers change the game, one question keeps rising to the surface:
“How much should I be investing in marketing?”
You're not alone if you’ve ever felt unsure whether you’re overspending, underinvesting, or simply throwing money into the void. The answer isn’t one-size-fits-all. It depends on your revenue, growth goals, and whether you want to maintain your current position or dominate your market.
This guide breaks it down clearly by company size, grounded in industry benchmarks and real-world strategy. Whether you’re a local team with a few trucks or a multi-million dollar operation focusing on regional expansion, this is your starting point.
Why Your Marketing Budget Matters More Than Ever
In 2025, the roofing industry isn’t just about shingles and square footage. It’s about online visibility, brand reputation, AI-enhanced bidding, SEO mastery, and customer trust, all built through marketing.
Failing to allocate the proper budget can quietly limit your growth. Overinvesting without a strategy can drain resources. The key is intentional investment that is aligned with your business stage.
Marketing Investment Benchmarks by Roofing Company Size
Company Size | Annual Revenue | Suggested Monthly Marketing Budget | Strategic Focus |
Small | $500K–$1M | $2,000–$8,000 | Local SEO, Google Business Profile, Referrals, Basic PPC |
Medium | $1M–$5M | $4,000–$30,000 | Comprehensive Digital Marketing, SEO, Paid Ads, CRM Setup |
Large | $5M+ | $20,000–$85,000+ | Brand Development, CRM & Automation, National Campaigns, AI-Driven Lead Gen |
Interpreting the Numbers
Small Roofing Companies ($500K–$1M)
For companies still building traction in their local market:
Focus on Local SEO, your Google Business Profile, and community relationships.
Invest just enough in paid ads to stay visible.
Prioritize reviews and referrals as key conversion tools.
With $2,000- $4,000 per month, you can build a strong local brand. A monthly income of closer to $8,000 opens doors to light automation and higher-quality lead flow.
Medium Roofing Companies ($1M–$5M)
At this stage, lead quality matters more than just volume.
A full-funnel approach encompassing SEO, Google Ads, social content, and CRM creates compounding returns.
You’ll likely want support across content strategy, branding, AI-enhanced bidding, and analytics.
A monthly income of $10,000–$15,000 is often the sweet spot for sustainable, scalable growth.
Large Roofing Companies ($5M+)
This is where strategy must match sophistication:
You need CRM systems, AI-enhanced ad spend, regional brand recognition, and predictive reporting.
This tier often supports both residential and commercial lead ecosystems, requiring refined segmentation and remarketing.
With $25,000–$85,000 per month, the focus shifts from getting seen to owning mindshare and maximizing efficiency.
How Does This Compare to Industry Standards?
According to the NRCA (National Roofing Contractors Association) and supporting firms like FMI Group and Apex Growth, here’s what industry leaders recommend:
Here’s what marketing investment could look like for a roofing company with annual revenue between $1 million and $5 million.
If your company earns $1 million per year:
Baseline Visibility (3%): $30,000/year → $2,500/month
Growth Strategy (5%): $50,000/year → $4,200/month
Aggressive Expansion (8%): $80,000/year → $6,700/month
If your company earns $5 million per year:
Baseline Visibility (3%): $150,000/year → $12,500/month
Growth Strategy (5%): $250,000/year → $20,800/month
Aggressive Expansion (8%): $400,000/year → $33,400/month
This provides a grounded approach to assessing your current spend and what it may take to reach the next level.
Sources:
What Should That Budget Cover?
Once you set the number, you still need to allocate it wisely. Here’s a general roadmap:
Category | % of Budget | Notes |
Digital Advertising (Google, Meta) | 30% | Fast lead gen |
SEO & SXO (Search Experience Optimization) | 20% | Compounding organic visibility |
Branding, Media, and Video | 15% | Trust-building content |
CRM & Lead Nurture Systems | 10% | No leads lost |
Review Management & Reputation | 10% | High local rankings |
Analytics, AI Tools, and Hosting | 10% | Measurable growth |
Local Sponsorship or Community Presence | 5% | Market anchoring |
What If You’re Not There Yet?
You don’t have to jump to $30K overnight. But you need a partner who knows what to prioritize first, when to layer on new strategies, and how to help you scale.
That’s where Radiant Beacon comes in. We offer specialized, full-service marketing packages for roofers, priced to match your revenue tier, with no bloated agency model or wasted spend.
Final Word: Marketing Isn’t a Cost. It’s a Multiplier
Your budget isn’t about spending more. It’s about investing smarter. Growth isn't a gamble when you align your marketing with your revenue, goals, and audience. It’s inevitable.
Let’s map your next quarter to match your revenue goals.