The Takeaway
Pro Shingle, a Tennessee and Mississippi roofing company, used a roofing billboard program to build local brand authority and make outbound sales conversations easier. Three campaigns delivered 314,668 blips and 707,990 estimated impressions at an average cost of $0.19 per blip. Founder Darren Downen reports that outbound reps found leads easier to convert after the boards went live.
Why Pro Shingle Turned to Billboard Advertising
Pro Shingle installs, maintains, and repairs roofs in Tennessee and Mississippi. Before using Blip, the marketing plan was mostly telemarketing: free roof evaluations and consultations offered to homeowners in local communities.
Founder Darren Downen was skeptical about whether out-of-home would work. What changed his mind was the sales team’s feedback after launch. The boards were making it easier for reps to connect with leads and convert them. A well-placed roofing billboard service message gave the phone conversation a foundation of familiarity.
How Pro Shingle Built Its Billboard Campaign
The team ran three campaigns focused on the Tennessee and Mississippi footprint the company already served.
- Boards selected: Digital placements across Tennessee and Mississippi, aligned with the company’s actual service area.
- Creative approach: Brand-first designs built to increase familiarity, so outbound reps could reference the boards on calls.
- Campaign structure: Three campaigns, giving the same homeowners multiple chances to see the brand.
- Budget approach: Pay per play at an average of $0.19 per blip. Spend followed delivery across the three flights.
The Creative
The design led with the brand and one line of positioning. For other home-services teams building similar work, Blip’s billboard design guidelines cover what reads at highway speed.
What Pro Shingle’s Campaign Delivered
The three campaigns delivered 314,668 blips and 707,990 estimated impressions across Tennessee and Mississippi. On the sales side, Darren reports that outbound reps found leads easier to work with once the boards were live. Homeowners who had seen the ads were more receptive on the phone.
That is what a well-placed board tends to produce for a home-services team. The board itself does not close the sale. It makes the conversation that closes the sale possible. As Darren put it, there is something about being on a board that legitimizes a company or service, and that recognition compounds every time the phone rings.
Blip helps companies develop credibility. After seeing our name on billboards, people were more likely to trust us and use our roofing service. There is something about being on a billboard that legitimizes a company or service.
Darren Downen, Founder of Pro Shingle
Why This Campaign Worked
- Sales-first framing: The team measured success by whether sales reps found leads easier to convert, not by pure impressions.
- Regional focus: Boards inside the actual Tennessee and Mississippi service area meant every impression could become a real customer.
- Three campaigns over time: Repeat exposure built the recognition that outbound calls could lean on.
- Pay-per-play spend: $0.19 per blip meant a steady program instead of a one-time push.
What Roofing and Home-Services Owners Can Take From This Campaign
Roofing and adjacent home-services teams can use these ideas:
- Advertise inside your service area: A board on highways you do not service adds noise, not customers.
- Use out-of-home to warm up sales calls: Boards make outbound easier when reps can reference them by name.
- Position out-of-home as the credibility layer: The role of a roofing billboard service is to build trust in the phone conversation that follows.
- Plan for months, not weeks: Three campaigns over time earned Pro Shingle the recognition the sales team relied on.
Run a Roofing Billboard Program Like Pro Shingle’s
Pick boards within your service area, run consistent flights year-round, and let your sales team reference them on every call.
Frequently Asked Questions About Pro Shingle’s Billboard Campaign
How many billboards did Pro Shingle use?
The team ran three digital campaigns across Tennessee and Mississippi, aligned with the company’s actual service area.
What did the campaign cost per play?
The average cost per blip was $0.19. Blip prices pay-per-play, so cost per blip varies by board and market.
What outcomes did Pro Shingle see?
Outbound sales reps reported that leads were easier to convert once the boards were live, with an estimated 707,990 impressions across the flights.
Is a roofing billboard effective for home services?
Yes. A well-placed board tends to lift trust before the sales conversation even starts, especially in the towns where the crew actually works.
What is a roofing billboard service supposed to do?
A roofing billboard service builds the recognition that makes outbound calls easier. It is the credibility layer, not the direct-response channel.