$123
is what a click on "roofing advertising" costs. Every roofer in town is bidding on the same homeowner.
Google Ads keyword data via DataForSEO, Sept 2026
85%
of Grok Bot's picks came with the business's own website among its sources. Your site is what the assistant quotes.
Picks Index, Grok Bot answers, Sept 2026
$165.67
is the average cost of a search ad lead for general contractors.
LocaliQ home services benchmarks, 2025
Roofing advertising buys the click. The assistant gives the name.
Search ads and lead sites put you in front of the homeowner, at a price that climbs every storm season. An assistant does something else. It reads, checks, and tells the homeowner who to call and why.
Nobody bids on that answer. It goes to the roofers whose sites and records answer the homeowner's question clearly. That is marketing work, and most roofing agencies are not measuring it yet.
What decides the answer, from the assistants themselves
We record every answer Grok Bot, Meta Muse and Instinct give to local buying questions in the Picks Index. Each assistant leans on something different, so a roofer has to cover all of it.
“Three assistants, three different reasons. The roofer that publishes all of them is the easy one to name.”
- 01
Grok Bot checks standing
It cited bbb.org in 87% of its answers, and licenses or credentials came up in most of its reasons for a pick.
- 02
Meta Muse leans on reviews
Reviews were its most common reason for a pick, in 70% of them, and it reads review sites like Birdeye and Angi.
- 03
Instinct weighs price
Price and financing was its most common reason, in 65% of its picks. A roofer with no published range gives it nothing to compare.
What our roofing marketing covers
- 01
Run the real questions, monthly
Replacement, repair, storm and insurance questions in your metro, against the roofers that beat you, with the assistant's reasons saved.
- 02
Fix the site
Warranty terms, license and insurance, service area, what the inspection includes, a price range and financing, written plainly enough to be quoted.
- 03
Fix the listings
Google Business Profile, BBB and the review and directory sites the assistants cite, consistent with your site.
- 04
Make the estimate request work for an agent
A request path an assistant can read and complete, not a form that only loads for a person.
- 05
Report what moved
Every month, who was named, what changed, and AI-sourced calls tagged in your call tracking.
Keep your current agency if you like them
If an agency already runs your ads and your roofing SEO, keep them. We work on the one thing they do not measure, whether the assistant names you when a homeowner asks. The fixes help your search rankings too.
Roofing marketing as usual vs Picked by Agents
| Roofing marketing as usual | Picked by Agents | |
|---|---|---|
| What it buys | Clicks and shared leads | A place in the assistant's answer |
| What it measures | Impressions, clicks, cost per lead | Whether the assistant named you, and why, every month |
| What it fixes | Ad copy, bids, landing pages | Warranty, license, service area, price range, listings |
| Proof | An ads dashboard | The assistant's own words, then AI-sourced calls |
| When you stop paying | The leads stop | The fixes stay on your site |
Questions we get asked
What does a roofing marketing agency do differently for AI?
- It tests the answer, not only the ranking. We ask the assistants the questions your homeowners ask, read why they named other roofers, and fix those reasons on your site and listings. Then we run the same questions again every month.
Do you run roofing advertising too?
- No. We do not run ads. Keep your ads with whoever runs them now. Our work makes the assistant name you without a bid.
Is this the same as roofing SEO?
- It overlaps. Our roofing SEO page covers the search side. This page is for roofers comparing marketing agencies. The facts that get an assistant to name you also help you rank.
How do we know it worked?
- You see the assistant's answers before and after, in its own words, and we tag AI-sourced calls and forms in your call tracking.
Do you work with multi-branch roofers?
- Yes. We run the questions per branch and service area, since the assistant answers for a place, not a brand.
Your next step
See which roofers the assistants name in your market.
The report is free. It shows who they named for your homeowners' questions and where they stopped on you. Then we fix it, guaranteed.
Or write to Greg at greg@pickedbyagents.com.