2026 State of Local Visibility for Roofing Contractors
A Research Brief from Saratoga Digital Marketing January 2026
Executive Summary
Local roofing contractors are losing calls to national franchises and lead aggregators—not because they do worse work, but because Google's algorithm has changed and most local roofers haven't kept up.
After analyzing 200+ roofing contractor Google Business Profiles across the Northeast and Midwest, we found that
73% are making critical visibility mistakes that push them out of the Google Maps "Local Pack."
The top 3 results get
90% of the clicks. Position 4 and below? Essentially invisible.
This report breaks down what's happening, what it's costing local contractors, and how to find out where you stand.
The Visibility Crisis
What the Data Shows
When homeowners search "roofing contractor near me" or "roof repair [city name]," Google displays 3 businesses on the map. Those 3 spots capture nearly all the clicks.
Our research found:
- 42% of Local Pack results in major metro areas are now occupied by national franchises or lead generation companies
- Local contractors who ranked #1 in 2023 have dropped to positions 4-7 without changing anything
- Average cost of invisibility: 15-30 lost calls per month for a mid-sized roofing company
The Money You're Leaving on the Table
Let's do the math:
| Metric | Conservative Estimate |
|---|---|
| Lost calls/month from poor visibility | 15-30 |
| Average roofing job value | $8,000-15,000 |
| Close rate on inbound calls | 25-35% |
| Monthly revenue impact | $30,000-150,000 |
That's not a typo. Contractors ranking in positions 4-7 are losing tens of thousands in revenue monthly to competitors who've figured out Google's current algorithm.
Why Local Roofers Are Losing
Google's Algorithm Has Changed
What used to work (2019-2022):
- Time in business
- Total review count
- Having a website
What works now (2024-2026):
- Entity clarity — Does Google understand exactly what you do?
- Category precision — Are you competing in the right arena?
- Service alignment — Do your listings match what people actually search?
- Activity signals — Does Google believe you're actively operating?
Most local roofers set up their profile years ago and forgot about it. The algorithm moved on. They didn't.
The 3 Critical Failure Points
1. Category Misconfiguration Your primary category is the #1 ranking factor for Google Maps. We found 67% of roofing contractors have suboptimal category setups—competing for the wrong searches entirely.
2. Service Listing Gaps Google matches searches to services. If "emergency roof leak repair" isn't in your profile, Google assumes you don't offer it.
81% of roofers have incomplete service listings compared to top performers in their market.
3. Profile Dormancy
89% of roofing profiles show no activity in the past 30 days. Google interprets silence as "this business may not be operating." Active competitors get priority.
The Competitive Landscape
Who's Taking Your Calls
National Franchises: They're not better roofers. They have digital marketing teams optimizing their profiles daily while you're on the roof working.
Lead Aggregators (HomeAdvisor, Angi): They rank for "roofing contractor near me," then sell the lead back to you for $50-150. You're paying for traffic that should be yours.
The Top 10% of Local Contractors: They've cracked the code. Same trucks, same crews, same quality work—but 3-5x the inbound calls because they show up when it matters.
The Gap Is Widening
Every month you're not in the top 3, your competitors are:
- Collecting more reviews (improving their position)
- Building more activity signals (improving their position)
- Taking the calls you should be getting (funding their continued dominance)
This compounds. The longer you wait, the harder it becomes to catch up.
What Top Performers Do Differently
We analyzed the roofing contractors consistently ranking in the Local Pack. Here's what separates them:
| Factor | Bottom 73% | Top 10% |
|---|---|---|
| Primary category | Generic or misaligned | Precisely matched to core service |
| Secondary categories | 0-1 | 3-4 strategic additions |
| Service listings | Fewer than 5 | 8-12+ with descriptions |
| Last profile activity | 30+ days ago | Within 7 days |
| Review response rate | Under 50% | 100% |
| Photo count | Under 10 | 20+ job photos |
The specifics of how to implement this vary by market, competition level, and your service mix. That's where analysis matters.
The Question You Need Answered
Where do you actually stand?
You can't fix what you can't measure. Most contractors have no idea:
- What position they rank for key searches
- How their category setup compares to top performers
- Which service listings they're missing
- How their activity score stacks up against local competitors
Free Visibility Audit
We're offering complimentary Google Business Profile audits to roofing contractors who want real data on their current position.
What you'll receive:
- Your ranking position for the searches that matter
- Category optimization score vs. market leaders
- Service listing gap analysis
- Activity score comparison
- Specific visibility opportunities in your market
No obligation. No pitch. Just your numbers.
If the data shows you're already optimized, we'll tell you. If it shows gaps, you'll have the information to decide what to do about it.
To request your audit:
- Call/Text: 518-520-1640
- Email: mike@saratogadigitalmarketing.com
- Or reply to this message
About This Research
Methodology:
- Analyzed 200+ roofing contractor Google Business Profiles
- Markets: Northeast (NY, NJ, PA, MA) and Midwest (OH, MI, IL, IN)
- Data collected: January 2026
- Factors analyzed: Category selection, service listings, posting activity, review velocity, ranking position
Conducted by:
Saratoga Digital Marketing
Mike Famoso, Local Visibility Specialist
20+ years helping local service businesses get found online
About Saratoga Digital Marketing
We specialize in Google Business Profile optimization for local service businesses. Our focus: Get you more jobs from Google Maps so you can stop paying lead aggregators for your own customers.
This report may be shared freely. Attribution appreciated.
Report Version 2.0 | January 2026
Questions? mike@saratogadigitalmarketing.com | 518-520-1640
