Asphalt Roofing Lead Generation: What Works and What to Avoid

Kasra Dash: So if you are an asphalt roofing company, this video is for you. Myself and James deal with a lot of asphalt roofing companies, so we know what works and what doesn’t when it comes to generating a consistent flow of enquiries. In this video, we’re going to break down the marketing strategies you should double down on and the ones you should avoid. So James, take it away. James Dooley: Step number one for growth is a Google Business Profile. If you already have one, reach out to your existing clients and get as many five-star reviews as possible. Google Business Profile is a great way to generate more leads. Build citations, post regularly, and upload photos. That’s the first thing I’d focus on to generate more local leads. Kasra Dash: Step number two is to strengthen your Google Business Profile by creating dedicated service pages for each service as SEO-optimised pages on your website. This helps your service pages rank and also increases the chances of your Google Business Profile showing up for those same keywords, giving you more calls. James Dooley: If you want more local leads, PPC lead generation is another option—Google or Bing ads targeting bottom-of-funnel keywords. You must choose a good PPC agency because of risks like click fraud and the need for a strong negative keyword list. PPC can work well, but in the wrong hands it wastes a lot of money. Kasra Dash: Then you’ve got Meta ads—Facebook and Instagram. Users scroll and see your ad. You can run lead forms where they stay on Facebook, though quality can be lower, or you can run conversion ads that send users to your website to fill out your form. Both options work depending on your goals. James Dooley: Another way to grow local leads is organic social media. Posting consistently on Facebook, Twitter, YouTube, Pinterest, Instagram, Reddit, and Quora can all bring in local traffic. Answering questions on those platforms works well. Kasra Dash: With organic social media, it’s a volume game. You need a schedule—daily or weekly. For example, upload five videos a week and stick to it, especially for platforms like YouTube and Twitter. James Dooley: What are your thoughts on using AI agents to automate and schedule posting on social media? Teaming up with an AI consultant to leverage AI could help generate more leads. Kasra Dash: You can definitely set up AI agents to crop videos and autopublish across platforms. But another thing to focus on is AI search. People are slowly shifting from Google to engines like ChatGPT, Gemini, Claude, and Grok. If your brand doesn’t show up there, you’ll miss leads. So that’s something every company should focus on. James Dooley: Another source of local business leads is tradespeople websites like Checkatrade, Bark, Builder Builder, TrustATrader, and Rated People. They can work well, but you must track KPIs—cost per lead, cost per acquisition, and ROI. Check the links in the description as we compare many of these sites with Fat Rank. James Dooley: Since I’ve mentioned Fat Rank a few times, Kasra, what’s your thoughts on lead generation companies vs tradespeople platforms? Kasra Dash: With lead generation companies, always do your due diligence. Make sure they’ve generated leads in your niche before. Have a strategy call to discuss budget and the number of leads you want. Check what type of leads they provide—exclusive leads or shared leads. Shared leads, like on Bark or Checkatrade, often lead to a race to the bottom on price, which many business owners dislike. James Dooley: If anyone wants more local leads, go to fatrank.com. We offer a commission-based service: you only pay a finder’s fee on converted jobs. You pay nothing per lead and nothing until the job is done and paid for. Visit fatrank.com to see if you qualify. Now, Kasra, what are your thoughts on inbound vs outbound lead generation? Kasra Dash: I always prefer inbound. The conversion rate—from lead to paying customer—is far higher. The last stat I saw was around 16.1% conversion for inbound compared to 1.4% for outbound. James Dooley: That’s a massive difference—ten to twelve times more conversion. Outbound requires huge volume, cold calling, cold emails, LinkedIn outreach, and usually more staff. People think outbound brings “free leads”, but there are still costs—email tools, sales teams, and labour. James Dooley: Some people ask whether real-time leads are important—meaning leads that come through instantly. Kasra Dash: It’s very important. Our internal stat showed that real-time leads convert 63% higher. Responding in under a minute made a huge difference. We used to think five minutes was good, but under a minute performed far better. Kasra Dash: I’m not saying every company must respond in under a minute, but from our experience, many businesses fall short by not having someone pick up leads when they’re away or on holiday. Those small nuances matter when partnering with companies. If you want consistent high-quality leads, just fill out the form at Fat Rank. The team will tell you if you’re a fit or not, and guide you accordingly.