Let's TalkLet's TalkA trade where one storm can supply a year of work, and where the competition arrives in a truck before your ad does.
Give us access to the ad account and a list of the last hundred leads with what happened to each. We will come back with what proportion were renters, out-of-area, repair-only or never reachable, what that cost you, and which campaigns produced the estimates that actually got signed. Recorded walkthrough, no call required.
Local conditions that change the plan, rather than the region name pasted into a template.
The Atlantic hurricane season runs from 1 June to 30 November, and in Florida a single storm can create more roofing demand in a week than a normal quarter. Demand arrives across whole regions at once, competition for attention spikes and homeowners are anxious. Roofers who have storm pages, campaigns and call handling built before the season - and who stay calm and factual when it hits - earn the trust that turns emergency tarping into full replacements.
In Florida, roofs and property insurance are tightly linked. Homeowners worry about storm damage, about what their policy covers and about how roof age and condition affect their cover. That makes roofing marketing here unusually close to insurance territory - and Florida has written specific rules for exactly that overlap, which means messaging that would be ordinary elsewhere can be prohibited here.
Not every Florida roofing job is storm damage. Ageing roofs, home sales and owners preparing before the season all create planned replacement work, bought more carefully and with more comparison of materials - tile, metal and shingle - and of how the roof will stand up to wind. Campaigns for planned re-roofs, run in the calmer months, smooth out a calendar that storms otherwise control.
The board that governs your advertising depends on the licence you hold, not only on the region. These are the rules that bite in Florida.
Under s. 489.147, a written or electronic communication encouraging a homeowner to make a roof-damage insurance claim is a prohibited advertisement unless it carries specific statements - that the consumer pays any deductible, that a contractor paying or waiving the deductible commits insurance fraud, and that filing a false or incomplete claim is insurance fraud - in at least 12-point type and at least half the size of the largest font used. Fines can reach $10,000 per violation.
The same section bars offering a rebate, gift, gift card, cash, coupon, deductible waiver or anything else of value in exchange for allowing a roof inspection or making a claim. Contractors may not interpret policy terms or advise on coverage unless licensed as a public adjuster, and must give a good faith, itemised estimate before repairs under a claim. Since 2023 policies also bar assigning post-loss benefits (s. 627.7152(13)), so assignment-based offers are off the table.
Florida requires each contractor's registration or certification number in each offer of services, business proposal, bid, contract or advertisement, regardless of medium (s. 489.119(5)(b)). For roofers that means yard signs, truck wraps, door hangers, search and social ads and the website. If you take more than 10 percent up front on residential work, s. 489.126 also sets permit and start deadlines, so deposit wording in ads must match the contract.
The same programme as everywhere, run against this region's rules.
Our closest work is the dental network in the case study below, where we ran Meta and Google, moved budget toward Google Local Services Ads and cut cost per lead 38%, reaching 31,000+ leads at $19 each with show rates up 44% from automated reminders. That client was not a roofing company and not in Florida. What transfers is a consistent, compliant process across many local markets - and in Florida roofing, compliance is a bigger part of the work than usual.
Read the full case studyOnly with great care. Under s. 489.147, a communication encouraging a roof-damage claim is a prohibited advertisement unless it carries specific statements about deductibles and insurance fraud, in at least 12-point type and at least half the size of the largest font. Many roofers simply keep ads about the roof - inspection, repair, replacement, materials - and avoid claim encouragement altogether. Either way, have counsel review any claim-related wording before it runs.
Not in Florida. Section 489.147 prohibits offering a rebate, gift, gift card, cash, coupon, deductible waiver or any other thing of value in exchange for allowing a roof inspection or making an insurance claim. That rules out the gift-card and deductible offers common in storm marketing elsewhere. How you describe inspections in general is worth checking with your counsel, so the wording stays clearly on the right side of the statute.
Not by interpreting it. Florida prohibits contractors from interpreting policy provisions or advising on coverage unless they hold a public adjuster licence. Your marketing and your sales team can explain the roof - the damage, the repair, the materials, the estimate - and must provide a good faith, itemised estimate before repairs under a claim. Questions about cover should go to the homeowner's insurer or a licensed adjuster.
Yes. Florida requires each contractor's registration or certification number in each offer of services, business proposal, bid, contract or advertisement, regardless of medium. For roofers that includes yard signs, vehicle wraps, door hangers, mailers, digital ads and the website. Business stationery and promotional novelties such as pencils or clothing are excluded. We build the number into every format before launch.
Sell planned work. Owners of ageing roofs, people buying or selling homes and those preparing for the next season are in the market when there is no storm. Campaigns explaining materials, wind resistance, the inspection and the estimate, run in the calmer months, fill the calendar and build a reputation that makes your name the one people remember when the next storm arrives.
The full service, and the neighbouring states we cover.
Which metro, which jobs, and what you are running now. We will tell you honestly whether we can help, and what the licensing rules mean for it.