Property Managers, Facility Managers & Building Owners
MARKETING FOR
COMMERCIAL ROOFING.
Blank Box Digital builds the search presence and the follow-up systems that commercial roofing contractors win bids with. SEO, Google Ads, job-type landing pages, Google Business Profile, speed to lead, and outbound to property managers, handled by a small team in Austin, TX with no handoffs, on month-to-month terms.
Who Buys a Commercial Roof
Property & Facility Managers
Manage a portfolio, collect three bids, and prefer one roofer who handles every building on the list.
Building Owners
Approve the capital budget, decide slowly on a re-roof, and decide in an hour when the roof is leaking.
General Contractors
Need a roofing sub who bids on time, carries the right insurance, and has done the building type before.
How a Contract Arrives
A Commercial Roof Is Sold Over Weeks and Lost in the First Hour
A commercial roofer does not get a contract from a ranking or an ad. It gets a contract when a property manager finds the company, gets a call back before the other two roofers on the list, gets a bid that holds up, and hears from the estimator again when the bid goes quiet. Every service we sell to roofing contractors maps to one step on that path, and we report on the whole path, not on whichever step looks best this month.
That is also why we do not sell roofers a single channel in isolation. An ad campaign that sends a facility manager's call to voicemail, or a re-roof page with no way to request a site visit, spends your money building the next contractor's backlog.
Each step below names the service that owns it. Pricing for each is on our pricing page.
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Search
A facility manager types "commercial roofing contractor" with the city, or "TPO roof replacement," from a desk. After a hail storm, every building owner in the county types "commercial roof repair" in the same week.
Owned by SEO, Google Ads, Google Business Profile
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Shortlist
They pull two or three names from the local pack, the ads, and a referral, then check each site for the roof system, the building type, the insurance, and the reviews. A site that only shows houses is crossed off.
Owned by Job-type pages, profile, reviews
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Bid
They request a site visit and a proposal from each name on the list. The first roofer on the roof writes the scope the others end up bidding against, so the call back within minutes is worth more than the ranking that produced it.
Owned by Speed to lead, call tracking, forms
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Decision
Bids sit for weeks while the owner, the board, or the insurance adjuster moves. The roofer who follows up on a schedule, without pestering, is the one still in the conversation when the budget is approved.
Owned by Follow-up sequences, your CRM
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Contract
A signed contract, recorded against the click that started it and uploaded back to Google Ads, so the next month's budget chases contracts rather than form fills. Past customers go into the database that sells the maintenance program.
Owned by Offline conversion tracking, reactivation
Our Services
What We Do for Commercial Roofers
SEO
One page per roof system and job type, one per city you serve across the metro, and the technical work underneath. Built to rank for "TPO roof replacement," not for "roofer."
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Google Ads
Campaigns split by job type, negative keyword lists that keep homeowners out, storm budgets raised before the storm, and conversions imported from your CRM so bidding learns from bids and contracts.
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Websites & Landing Pages
Hand-coded contractor sites and single-purpose landing pages for ad traffic, with a site-visit request form that asks for the building type and square footage, click-to-call, and conversion tracking from the first day.
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Google Business Profile
Categories read from the commercial roofers that already rank in your market, services set per roof system, photos of flat roofs rather than houses, and a reply to every review from a property manager.
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Speed to Lead & Follow-up
An automated reply to every form and missed call within minutes, routing to the estimator on call, and a follow-up sequence on every bid that goes quiet until it closes or the manager says no.
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Reactivation & Outbound
Past customers re-engaged by text and email for inspections, maintenance contracts, and roofs reaching the end of their service life, plus a cold email program to the property management companies in your metro.
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Job Type
Re-Roofs and Replacements
The largest contracts and the slowest decisions. A re-roof is a capital expense with several bidders, a board or an owner to convince, and a cycle that runs weeks to months. The work is a page for the exact system, a bid that arrives first, and follow-up that outlasts the budget meeting.
How they search
By system and by building: "TPO roof replacement," "commercial flat roof replacement," "metal roof for warehouse," "EPDM roof contractor," usually with the city attached and usually from a desk during business hours. The same property manager also searches "commercial roof replacement cost" weeks before requesting any bid, which is the question a page has to answer to be on the shortlist at all. The residential version of every one of these queries is far more common, and a campaign that does not separate the two spends its budget on shingles.
What decides the bid
Whether the site shows the system they are replacing on a building like theirs, the manufacturer certifications and warranties the roofer can offer, the insurance and bonding a property manager has to verify, and references from other managers. Then the speed of the site visit: the first roofer on the roof writes the scope, and the other bids are read against it. Price matters, but a bid that arrives a week late is rarely read at all.
What we build
- Job-type pages per roof system (TPO and single-ply, EPDM, PVC, modified bitumen, standing seam metal, coatings and restoration) as the foundation of the SEO work, each with photos of completed buildings, the warranty terms, and a site-visit request form rather than a generic contact form.
- Google Ads campaigns split by system, on phrase and exact match, with commercial modifiers in the keywords and ad copy that names the buyer ("for property managers and building owners") so homeowners read it and do not click, following the query discipline in our guide to what Google Ads cost.
- Offline conversion tracking that records each stage after the form (site visit scheduled, bid sent, contract signed) against the click that produced it and uploads it to Google Ads, so the account optimizes toward contracts instead of the cheapest form fills.
- Landing pages for ad traffic with a qualifying form: building type, approximate square footage, the requester's role, and a timeframe, so the estimator knows before the call whether it is a 40,000 square foot warehouse or a duplex.
- Bid follow-up sequences that run by email and text after a proposal goes out, spaced for a capital decision rather than an emergency, and that hand the conversation back to your estimator the moment the manager replies.
Job Type
Repairs and Storm Response
The fastest decisions and the most crowded weeks. A leak over inventory or tenants is decided the same day, and a hail storm puts every roofer in the metro in the same auction at once. The work is answering first, and being ready before the storm rather than reacting to it.
How they search
"Commercial roof leak repair," "flat roof repair near me," "emergency commercial roofer," often from a phone while standing under the leak. After a storm it becomes "hail damage commercial roof," "roof inspection after hail," and "storm damage roof repair," and the search terms fill with homeowner, insurance claim, and free inspection queries that look like demand and are not. Storm demand arrives as a spike that a campaign cannot catch once it has started: Google spends at most about twice the daily budget on any one day, so the budget has to be raised before the storm, not after.
What decides the call
Who answers. A facility manager with water coming in calls the first number that picks up and rarely calls a second one if the first roofer is on the way. For storm work, the roofer who gets on the roof first, documents the damage, and produces a report the adjuster can use has the job before the competing bids are written. Reviews and a profile that shows commercial work decide which number gets dialed first.
What we build
- Speed to lead built for the on-call schedule: an instant text back on every missed call and form, routing to whoever is on call that night, and an escalation if nobody picks up within minutes. This is the step most roofers lose, and it is the cheapest one to fix.
- Repair and storm response pages, with click-to-call above the fold, what happens on the first visit, the temporary dry-in, and the inspection report the manager can hand to the adjuster, as part of the SEO work. Storm pages are built and ready before the season, not written during the week they are needed.
- Google Ads storm campaigns that sit paused until the forecast, with budgets raised before the window opens, a short-window seasonality adjustment for the storm week, and a negative keyword pass during the week to strip the homeowner, insurance claim, and free inspection queries.
- Call tracking on every number, with a call conversion threshold set for a real repair call rather than Google's default, so the account learns from the calls that became jobs. The mechanics are in our local SEO guide and on the Google Ads page.
- A Google Business Profile set up as a service-area business across the metro, with commercial categories, repair and storm services listed, photos of flat and low-slope roofs, and posts during storm weeks so the profile reads as open and responding.
Job Type
Maintenance Programs and Inspections
The steadiest revenue and the least searched. Property managers rarely type "roof maintenance program" into Google; they sign one because a roofer they already trust offered it. The work is selling it to past customers and to the property management companies that run the buildings you want, and being the answer when someone does search.
How they search
Mostly they do not. The queries that exist are "commercial roof inspection," "roof inspection for property management," "how often should a commercial roof be inspected," and "commercial roof maintenance contract," in small volumes and often inside an AI assistant rather than a search results page. A manager who bought a roof from you four years ago is not searching at all, and neither is the management company that just took over a building with a roof nobody has looked at. Both have to be reached, not found.
What decides the contract
A relationship and a document. Managers sign maintenance programs with the roofer who already knows the building, who sends an inspection report they can forward to the owner, and who makes the annual budget line predictable. A re-roof cycle starts the same way: the roofer who inspected the roof for five years is the first call when it reaches the end of its service life, and often the only bid.
What we build
- Database reactivation of every past customer in your CRM: inspection offers by install date, maintenance program outreach to buildings without one, and re-roof conversations timed to the age of the system we installed, by text and email with replies routed to your estimator.
- Automated outbound to property management companies and facility teams in your metro, on sending domains and inboxes you own, with sequences written around inspections and maintenance programs rather than a sales pitch, offered as a managed service alongside the inbound work.
- A maintenance program page that states what an inspection covers, how often it happens, what the report looks like, and how the program is priced, so a manager evaluating you can forward one link to the owner, built as part of the SEO work.
- Content that answers the inspection and maintenance questions managers ask, written as plain, fact-dense pages so they are cited when a manager asks an AI assistant, which is the AI search side of the same work.
- Review requests after every inspection and repair, timed and worded for a facility manager rather than a homeowner, so the profile reads as a commercial roofer to the next manager who checks it.
How We Work
Built for How Commercial Roofing Operates
Commercial In, Residential Out
Homeowners search for roofers far more often than property managers do, and they will spend a commercial budget if nothing stops them. Negative keyword lists, ad copy that names the buyer, landing pages that show buildings rather than houses, and a profile with commercial categories keep the two apart. If you do residential too, it gets its own program.
Across the Metro, Not One City
Commercial roofers drive to the job, so targeting follows the service area rather than the office address: one campaign with location targets by band, presence-only targeting so the clicks come from people actually in the metro, and a city page for each market that carries its own completed buildings rather than a swapped-in city name.
A Small Team, No Handoffs
The people who build your campaigns are the people who answer your questions. A small team in Austin, TX handles the SEO, the ads, the site, the profile, and the automations, so the bid follow-up sequence knows what the landing page promised.
Month-to-Month, You Own It
No long-term contracts. The domain, the site, the ad account, the sending domains, and the data are yours from the first day, and every price is published on our pricing page and on each service page.
FAQ
Questions Commercial Roofers Ask Us
Yes, as two separate programs. Commercial and residential searchers use different words, land on different pages, and are worth very different amounts per job, so they get separate campaigns, separate landing pages, and separate negative keyword lists. Mixing them in one campaign is how homeowners end up spending the budget meant for property managers.
Every service is priced on its own page and on our pricing page, month-to-month with no contract. Ad spend is separate and depends on the metro and the job types you want. Tell us the market and the systems you install and we will say what a budget has to be before it can produce bids, and we will say so if it cannot.
Yes, within a limit set by your sales cycle. Each stage after the form fill, site visit scheduled, bid sent, contract signed, is uploaded back to Google Ads as a conversion with its own value, so bidding learns from the stages that matter. Google only accepts a conversion uploaded within 90 days of the click, so on a cycle longer than that the deepest stage Google can bid on is the bid or the site visit, and the contract is tracked for reporting.
The budget goes up before the storm lands, because a campaign can only spend about twice its daily budget on any one day and cannot catch a spike once it has started. Storm response pages and ads are already built and paused, waiting to be switched on. Every inbound call and form gets an automated reply within minutes and is routed to whoever is on call, and the negative keyword list is updated during the week to remove the homeowner insurance and free inspection queries that flood in after hail.
Yes, as a managed service. We set up sending domains and inboxes you own, build the list of property management companies and facility teams in your metro, write the sequences around maintenance programs and inspections, and route replies to your estimator. It runs alongside the inbound work, because a property manager who has seen your name in their inbox is more likely to shortlist you when they search.
Usually. The audit tells us whether the site can carry job-type pages, a qualifying form, and conversion tracking, or whether a rebuild is the cheaper route. If the site stays, we add the pages and the tracking to it. If it goes, you keep the domain and we build the new one on it.
Get Started
Tell Us the Metro
and the Systems You Install.
We will look at your site, your profile, and the commercial roofers ranking around you, then come back with what we would build first and what it costs. No charge for the audit, no contract after it.