Houston Roofers: How to Improve Ad Performance with A/B Testing
Why Houston Roofing Ads Need Constant Optimization
Roofing is one of the most competitive home service industries in Houston. With storms, heat waves, and constant development, there’s never a shortage of demand. But that also means every roofer is running ads, on Google, Facebook, Instagram, and more. To truly stand out and keep your cost per lead low, you can’t just launch a campaign and hope it works. You need to test what works.
At DM Digital Agency, we specialize in helping roofing companies use A/B testing to refine their advertising strategies and improve performance. Whether you’re running search ads or social campaigns, consistent A/B testing ensures your messaging is dialed in, your budget is working harder, and your leads are more qualified.
Here’s how Houston roofers can use A/B testing to fine-tune their advertising and generate better results month after month.
What Is A/B Testing in Advertising?
A/B testing is the process of running two versions of an ad, landing page, or campaign element side-by-side to see which performs better. You change only one variable at a time so you can isolate what’s driving the difference.
For example:
Ad A uses “Free Roof Inspection” as a headline
Ad B uses “Book a Fast, No-Pressure Roof Quote”
Both ads run with the same targeting and budget
You measure which gets more clicks, leads, or sales
Over time, you discover which wording, imagery, offer, or CTA your audience prefers, then you scale what works and retire what doesn’t.
Why Houston Roofing Companies Should A/B Test Their Ads
In a city like Houston, where roofing needs spike after every storm and competition is fierce, it’s easy to burn through ad spend fast. A/B testing helps you:
Lower your cost per click (CPC)
Increase your click-through rate (CTR)
Improve your cost per lead (CPL)
Make more confident advertising decisions
Maximize return on ad spend (ROAS)
At DM Digital Agency, we run weekly and monthly A/B tests for our roofing clients to ensure every ad dollar is generating results. Without testing, you’re just guessing, and guessing gets expensive.
What Should Houston Roofers A/B Test?
There are dozens of elements you can test in a roofing ad campaign. The key is to change one thing at a time and track results clearly.
Headlines
Headlines are the first thing users read. Even a few words can change performance.
Test Example:
“Houston Roofers You Can Trust”
“Need a Roof Inspection? We’ll Be There Today”
The second is more actionable and urgent, which may increase conversions.
Call-to-Action (CTA)
The CTA tells people what to do next.
Test Example:
“Call Now for a Free Quote”
“Schedule Online in 60 Seconds”
Some audiences prefer to speak directly, while others want low-commitment online booking.
Ad Images or Videos
Visuals often determine whether someone stops scrolling.
Test Example:
Before-and-after project photos
A smiling roofer inspecting a roof
Drone footage of completed roof work
We help clients in Houston test video versus static image ads to see what gets more engagement.
Offers
Your special offer or promotion can be a major conversion factor.
Test Example:
“$250 Off Full Roof Replacement”
“Free Gutter Cleaning With Every New Roof”
We also test no-discount offers that emphasize quality, warranties, or speed.
Ad Copy Length
Sometimes shorter is better. Other times, detailed copy wins.
Test Example:
Short version: “Houston’s Fastest Roof Repairs”
Long version: “We’ve Served 1,200+ Houston Homes with Reliable Roofing and Same-Day Service”
We track how each version performs by campaign objective, clicks, calls, or lead forms.
Landing Pages
The page you send visitors to is just as important as the ad. If it’s not optimized, conversions drop.
Test Example:
Landing Page A: Simple quote request form
Landing Page B: Detailed service breakdown, reviews, and project photos
We design and split-test landing pages for our clients to find what drives the most booked jobs.
How to Set Up an A/B Test for Roofer Ads
A/B testing doesn’t have to be complicated. Follow these steps to set up a basic test:
1. Choose One Element to Test
Pick one thing: headline, CTA, image, or offer. Don’t test multiple changes at once or you won’t know what worked.
2. Create Two Variations
Set up two ad variations with only that element changed.
Example:
Ad A – Headline: “Free Roof Inspection in Houston”
Ad B – Headline: “Need Roofing Help Fast? Call Today”
Keep all other ad elements (image, targeting, budget) the same.
3. Run the Ads Simultaneously
Set them to run at the same time and to the same audience. This avoids skewed results due to timing or budget differences.
4. Let It Run Long Enough
For statistically meaningful results, let the test run for at least 7–14 days or until each version gets at least 500–1,000 impressions (or 100 clicks).
5. Track the Right Metrics
Focus on metrics that matter:
Click-through rate (CTR)
Conversion rate
Cost per lead
Booking rate
At DM Digital Agency, we monitor and report on all these data points and use them to optimize future campaigns.
Pro Tip: Use A/B Testing for Seasonal Campaigns
Houston’s weather plays a big role in roofing demand. A/B testing seasonal ad variations helps you stay relevant and timely.
Examples:
Spring:
“Time for Your Annual Roof Inspection”
“Prevent Spring Storm Damage, Get a Free Roof Check”
Summer:
“Beat the Heat With Energy-Efficient Roofing”
“Fast Roof Repairs to Keep Your Home Cool”
Fall:
“Protect Your Roof Before Winter Hits”
“Don’t Let Hurricane Season Catch You Off Guard”
We build seasonal ad libraries for our clients that rotate throughout the year and are tested for performance.
What to Do After the Test Ends
Once you have a clear winner:
Pause or retire the losing version
Scale the winning ad with a larger budget
Test a new variation (this is an ongoing process)
Apply the winning insight to other campaigns
A/B testing is not a one-time activity. The more you test, the better your ads become, and the more profitable your campaigns get.
Common Mistakes Houston Roofers Should Avoid
Avoid these pitfalls when A/B testing roofing ads:
Testing too many elements at once – Always isolate one change
Ending tests too early – Let the data collect over time
Ignoring backend results – Leads are great, but did they turn into paying jobs?
Not segmenting by device – Desktop and mobile results can vary significantly
Forgetting about landing page speed – Slow pages ruin even the best ad
At DM Digital Agency, we ensure each test is strategic, tracked, and followed by real performance analysis, so you’re always moving forward.
Final Thoughts: Stop Guessing and Start Testing
In Houston’s highly competitive roofing market, data beats assumptions every time. If your ads aren’t performing as well as they should, or if you’re relying on one message across every campaign, A/B testing is your next step.
At DM Digital Agency, we don’t run ads blindly. We build, test, track, and refine campaigns until they deliver consistent results. Whether you're just starting out or spending thousands each month, we can help you get more from every dollar.
If you’re ready to improve your ad performance and finally know what works, visit www.dm-digitalagency.com and let’s build your next high-performing roofing campaign together.
