Benton Roofing: Building the Marketing System for a Roofer That Nearly Doubled in Size

In 2019, Benton Roofing was a commercial-only roofer based in East Flat Rock, NC, with 45 people at peak season. It ranked #70 on Roofing Contractor magazine’s Top 100 list.

Growth brought harder marketing problems. Benton now competes in three markets, Charlotte, Asheville and Knoxville, against both national brands and local crews. The leads come from many channels at once, and every one has to reach the right person fast. By mid-2026 the team was still working through a backlog of leads nobody had reached yet.

The ad account had problems too. Our May 2026 audit found that the three city search campaigns were costing about 14 times more per lead than Local Services Ads. About 15% of monthly spend was going to searches that never converted, including other roofers’ business names and shingle manufacturers.

Teach first, then sell. Commercial roofing buyers research before they call. We turned Benton’s expertise into a YouTube series: “When to Invest in Commercial Roof Replacement,” “How Long Does a Flat Roof Last?” and “What Is a Roof Scupper?” Benton’s own team reviewed every script and cut for technical accuracy and safety before anything went live.

Ads built for each market. We cut separate 15-second spots for Charlotte and Knoxville, plus a residential spot with a vertical version for social placements. Event and culture pieces followed, including RoofFest and Safety Week videos.

Real crews, real roofs. A project photography library, including commercial work such as the Charlotte Omni Hotel and team photos from the company holiday party, replaced stock images across the site, ads and recruiting.

Follow-up that keeps every lead moving. We set up HubSpot workflows, lead ownership, custom fields and deal tracking, so every call and form has an owner and a next step.

An audit that followed the money. In May 2026 we audited the full Google Ads account and mapped a fix plan:

• Block the competitor names, manufacturer names and do-it-yourself searches that were wasting spend
• Turn off the AI targeting that was buying those searches
• Pause the campaigns with no conversions
• Move budget toward Local Services Ads and brand search, the channels producing leads

Between the 2020 and 2026 editions of Roofing Contractor’s Top 100 list, Benton Roofing:

• Nearly doubled annual revenue
• Grew peak staff 144%, from 45 to 110 people
• Moved up 13 places, from #70 to #57

The marketing is producing results day to day. In the 30 days to October 6, 2026, the website logged 97 phone calls and quote requests. Local Services Ads cost less per lead in every monthly report after the May audit than in the audit baseline.

“Residential, like I said, is still doing really well. I just don’t want us to let up on that.”
Nick Mock, Benton Roofing