If your roofing company is generating leads but not converting enough of them, don't immediately assume you need more traffic. You may need to fix what happens after the lead comes in. The goal isn't to chase every lead forever.
What happens when a homeowner visits your roofing website at 9:30 at night? They may have a leaking roof. They may have just experienced a storm. They may be comparing roofing companies. Or they may simply have a question before they're ready to call