"I've got it, Joe. Our roofing orders are slow this month, so let's give a hellfire and brimstones sermon on a billboard and hope they're freaked enough to buy our insulating tiles."
"What about that Bible thing about not serving two masters, Ed?"
"C'mon Joe, it's win-win! Scare a soul into salvation and a new roof!"
And, um, does heaven need roofing tiles?