01
Quality is invisible
The preparation, materials, installation detail and care behind the work are rarely communicated properly.
Roofing Growth Systems
More thanroofing content.A system builtto win better work.
KH Studio combines proof-led content, conversion-focused landing pages, paid advertising and automated follow-up to help roofing businesses generate and convert more qualified opportunities.
Content / Landing pages / Paid ads / Lead qualification / Follow-up
AttentionTrustEnquiry
Arkenstone Construction
Roofing content & paid creative
Project-led and owner-led content designed to make workmanship visible and build customer confidence.
The real problem
Good roofers still
lose work when their
quality isn’t visible.
Homeowners cannot judge workmanship from a finished-roof photo alone. They compare confidence, communication, proof, guarantees and the professionalism of the business behind the quote.
02
Enquiries are not always the right enquiries
The business receives work outside its service area, unsuitable repairs or low-value jobs it does not want.
03
The pipeline depends on referrals
Word of mouth is valuable but unpredictable and difficult to scale around capacity.
04
The website does not convert
A generic homepage does not explain the service, build enough trust or guide the homeowner towards a survey.
05
Leads are followed up too slowly
Owners and surveyors are often on-site, driving or managing teams when enquiries arrive.
06
Advertising stops at the form submission
The business cannot clearly see which leads became surveys, quotes or won jobs.
Selected roofing work
Real roofing work.
Built into content
that earns trust.
Project-led, owner-led and campaign-focused content designed to make workmanship visible and help homeowners understand why they should choose the business.
01 / 03
Planned / Scripted / Directed / Shot / Edited by KH Studio
View Arkenstone case study400K+
Combined audience built
Across personal brands
3M+
Organic views generated
For client businesses
10+
Years creating
Content and audiences online
Figures reflect KH Studio’s wider founder and client experience and are not presented as roofing campaign results.
What the customer is really comparing
Homeowners aren’t
only comparing prices.
They’re comparing
confidence.
01
Workmanship
Show preparation, materials, installation detail and completed results.
02
People
Show who will arrive at the property and who stands behind the work.
03
Process
Explain surveys, quotations, scheduling, installation and completion.
04
Proof
Use real projects, reviews, testimonials and completed-job evidence.
05
Protection
Communicate guarantees, accreditations, payment terms and aftercare accurately.
From first view to booked survey
Content builds trust.
The system captures
the opportunity.
KH Studio connects the campaign to the customer journey that follows it, so the business can see what happens after the initial click or form submission.
01
Content or search
02
Landing page
03
Qualification
04
Instant response
05
Roof survey
06
Quote
07
Won or lost
Roofing content built for action
Not just a showreel.
A reusable sales
and advertising library.
One well-planned production day should create content for organic social, paid campaigns, landing pages, websites and follow-up.
01
Owner-led ad scripts
Plan, direct, shoot and edit videos built around the homeowner’s concerns and the company’s real offer.
02
Project walkthroughs
Show the condition, approach, workmanship and finished result.
03
Before, during and after
Turn each project into visible proof of quality and process.
04
Customer testimonials
Capture genuine customer confidence and experience.
05
Service explainers
Explain roof replacements, flat roofs, repairs, gutters, materials and common problems.
06
Objection content
Address pricing uncertainty, guarantees, disruption, timelines and what happens during the work.
07
Local project content
Build relevance through real projects completed in the company’s service area.
08
Paid-ad variations
Create multiple hooks, scripts, lengths and calls to action for testing.
One shootHero filmShort-form videosAd variationsWebsite assetsRetargeting content
Capture existing demand.
Create new demand.
Google / High intent
Reach homeowners actively searching for a roofing service in the agreed location.
- Google Search campaigns
- Local Services Ads where the business and location are eligible
- Call-focused campaigns
- Service and postcode targeting
- Negative keyword management
- Conversion tracking
- Google Business Profile recommendations
- Review-generation workflow
- Service-specific landing pages
OutcomeCapture customers who already recognise the need.
Meta / Problem awareness
Use proof-led creative to help local homeowners recognise an issue, understand the solution and remember who to contact.
- Roof-replacement awareness
- Flat-roofing campaigns
- Before-and-after creative
- Customer testimonials
- Local project campaigns
- Seasonal maintenance
- Storm or weather-related messaging
- Free roof-assessment offers
- Website-visitor retargeting
- Video-viewer retargeting
OutcomeCreate and nurture demand before the customer begins comparing quotes.
Conversion-focused customer journeys
Send each campaign
to the right page.
Someone searching for an emergency repair should not receive the same message as a homeowner considering a full roof replacement.
Roof replacement
- 01Ad or search
- 02Replacement-specific landing page
- 03Relevant project proof
- 04Process and guarantee information
- 05Qualification
- 06Roof-assessment request
Flat roofing
- 01Ad or search
- 02Flat-roof page
- 03Material and system explanation
- 04Relevant case study
- 05Qualification
- 06Survey request
Emergency repair
- 01Search or call
- 02Immediate service information
- 03Area and availability check
- 04Call or urgent enquiry
Commercial roofing
- 01Search, outreach or referral
- 02Commercial capability page
- 03Project evidence
- 04Company qualification
- 05Consultation
- Mobile-first design
- Service-specific pages
- Area-specific pages
- Project galleries
- Reviews and testimonials
- Team and company proof
- Guarantee and accreditation sections
- Frequently asked questions
- Phone and WhatsApp CTAs
- Survey-request forms
- Call tracking
- Analytics
- CRM integration
More than lead volume
The goal isn’t
more forms.
It’s better
roofing opportunities.
A qualified opportunity may include
- Homeowner or authorised decision-maker
- Located within the agreed service area
- Requires an agreed roofing service
- Genuine roofing problem or project
- Valid contact details
- Suitable project timeframe
- Requested a survey, consultation or quotation
- Not spam, a duplicate or an existing open enquiry
The exact qualification criteria are agreed with each roofing business before launch.
Example qualification journey
Visual prototype only — not a live submission form.
Postcode
Property type
Roofing service required
Description of the issue
Project timeframe
Property ownership
Photo upload
Preferred contact method
Survey availability
Respond faster. Lose fewer opportunities.
The campaign doesn’t
end when the form
is submitted.
Respond faster, qualify better and make follow-up more consistent. AI-assisted qualification and automation can be included where appropriate.
New enquiry
Contacted
Qualified
Survey booked
Quote issued
Follow-up
Won / Lost
- Instant SMS acknowledgement
- Instant email confirmation
- Missed-call text-back
- Internal team notification
- Survey-booking link
- Appointment reminders
- Quote follow-up
- Longer-term nurture
- Review requests
- Referral requests
- Lost-quote reactivation
- Past-customer maintenance campaigns
- CRM status tracking
90-day roofing pipeline pilot
Build the system.
Test the offer.
Track the real outcomes.
KH Studio can structure the initial engagement as a defined 90-day pilot with agreed services, service areas, advertising budget, qualification criteria and opportunity targets.
01
Foundation
- Offer and campaign strategy
- Roofing content planning
- Owner-led ad scripts
- Production day
- Creative editing
- Landing-page build
- Qualification flow
- CRM pipeline
- Conversion tracking
- Campaign setup
02
Pipeline pilot
- Google and/or Meta campaign management
- Creative testing
- Landing-page optimisation
- Lead-quality review
- Follow-up improvements
- Monthly reporting
- Agreed qualified-opportunity target
03
Scale
- Increase spend on proven campaigns
- Add services or locations
- Add retargeting
- Refresh creative
- Reactivate old enquiries
- Build referral and review campaigns
Pilot terms
Where appropriate, KH Studio may agree a qualified-opportunity target for the initial pilot. If that target is not reached within the agreed campaign period, management support may continue without an additional management fee until the target is achieved, subject to the agreed terms.
- Minimum advertising spend maintained
- Campaign remains live for the agreed period
- Agreed service areas and services remain available
- The business responds within the agreed timeframe
- Survey capacity remains available
- CRM outcomes are kept updated
- Campaign recommendations are implemented
- Advertising spend, production and setup remain payable
Bespoke performance terms agreed after reviewing the service area, budget, capacity and existing sales process.
Track what becomes real work
Don’t stop
reporting at leads.
The objective is to understand which campaigns produce qualified surveys, quotations and completed roofing work.
Marketing
- Ad spend
- Impressions
- Clicks
- Calls
- Forms
- Cost per enquiry
Qualification
- Valid roofing opportunities
- Service required
- Service area
- Response time
- Cost per qualified opportunity
Sales pipeline
- Surveys booked
- Surveys completed
- Quotes issued
- Quote value
- Follow-up status
Business outcomes
- Jobs won
- Revenue won
- Average job value
- Cost per won job
- Lead-to-survey rate
- Survey-to-quote rate
- Quote-to-job rate
- Return on advertising spend where reliable revenue tracking is available
Reporting accuracy depends on call tracking, website tracking, CRM updates and the roofing business recording survey, quote and job outcomes.
Built for your business.
Owned by your business.
Your leads
Enquiries are generated for the roofing company’s own business and are not resold.
Your accounts
Campaigns should run through advertising and business accounts the client can access.
Your assets
The agreed creative, landing pages and customer data remain available to the client under the project terms.
Your visibility
The client can see campaign spend, lead flow and pipeline outcomes.
Ownership and usage terms are confirmed in the client agreement.
Stop relying on
content that looks
good but goes nowhere.
Build a connected roofing growth system designed to make quality visible, capture demand, qualify opportunities and improve follow-up.
Strategy, production, landing pages, paid acquisition and follow-up—connected around one commercial objective.