Google Ads for roofing companies
Roofing has some of the most expensive clicks in local search and some of the worst lead quality. Both problems have the same cause: campaigns that cannot tell a homeowner with a leak from a homeowner with a claim.
No sales call required. WhatsApp, text, email or the form — written answers only.
Get your free audit
No sales call, ever. Tell us about your business and we’ll reply in writing, usually within one business day.
How customers in this market actually search
Roofing search intent runs along two axes at once. First, repair versus replacement: a $600 patch and a $22,000 tear-off begin with very different queries and deserve very different bids. Second, retail versus insurance: an insurance claim lead needs storm-damage language, adjuster support and patience, while a retail buyer wants a price and a date.
Clicks in this category regularly run into the tens of dollars, which means a badly structured roofing account can burn a month’s budget in nine days and produce nothing but tire-kickers and other contractors. Tight geography, tight match types and an aggressive negative list matter more here than in almost any other trade.
The campaigns worth separating
These are the splits that usually matter in roofing. Each one deserves its own budget, because a shared budget always drifts toward whatever converts most cheaply — which is rarely what pays you best.
- Emergency roof repair and leak response
- Full roof replacement, split by material where your margins differ
- Storm and hail damage with insurance claim support
- Commercial and flat roofing, which should never share a campaign with residential
- Gutters, siding and skylights as adjacent higher-margin work
- Roof inspection offers, which are cheap leads that convert later
Negative keywords from day one
Every roofing account we build launches with a negative list, and it grows every week from the search terms report. A starting point for this trade:
This is a fraction of a real list. Mature accounts in this category typically carry several hundred negatives, most of them discovered from actual search terms rather than guessed in advance.
Timing and seasonality
After a significant hail or wind event in your service area, roofing search volume can multiply for about ten days and then collapse. Accounts on autopilot miss that window entirely or, worse, keep storm budgets running for a month after demand has gone. We treat storm response as a prepared play: a paused campaign with copy already written, ready to switch on within hours, with a defined spend ceiling and a defined end date.
What counts as a conversion here
Roofing leads need qualifying before they are counted. We separate inspection requests, repair enquiries and replacement quotes, and where possible we feed back which ones had an actual roof age, property type and a homeowner — not a tenant, not a contractor shopping for subs. Without that feedback the account will confidently optimise toward the cheapest form fills on the internet, which in roofing are almost always worthless.
What the landing page needs
Paid traffic in this category should not land on a homepage. The page that receives the click needs, at minimum:
- Proof you are local: photos of real jobs in recognisable neighbourhoods
- License, insurance and manufacturer certifications stated clearly
- Insurance claim help explained on its own page, separate from retail pricing
- Financing options for replacement, which decide a large share of jobs
- A short, forgiving form — roofing buyers abandon long ones at a brutal rate
We build these when the existing site cannot carry the traffic — it is the one design service we offer, precisely because the campaign depends on it.
The mistakes we see most often in roofing accounts
- Bidding the whole metro when your crews realistically cover three counties
- Sending storm traffic and retail traffic to the same generic homepage
- Leaving ‘free roof’ and ‘government grant’ queries unblocked
- Judging the account on cost per lead when only cost per signed contract matters
There is no phone number to call on this website, and that is deliberate. Everything happens over WhatsApp, text message, email or the contact form. You get written answers you can re-read, forward to a partner and hold us to — instead of a forty-minute discovery call you have to schedule two weeks out.
When something is genuinely easier shown than written, we send a short screen recording or a voice note you can watch whenever it suits you.
The order the work happens in.
- Week 1: free written audit of the account or the market
- Week 1: conversion tracking rebuilt so a lead means a lead
- Week 1–2: campaigns split by value and urgency, negatives loaded, ads written
- Week 2: controlled launch on a limited budget
- Week 3 onward: weekly search term work and a written Monday report
Who owns the account?
You do. Built under your billing, and everything stays with you if you leave.
What does it cost?
$899 a month for management, published on the pricing page. Your ad spend goes directly to Google.
How long am I tied in?
Month to month, thirty days’ notice, no exit fee.
Will you tell me if this is a bad fit?
Yes, in the audit, before you have paid anything.
Questions from roofing owners
Why are roofing clicks so expensive?
Because the job is worth a great deal and every roofer in your city knows it. A single replacement can be worth five figures, so competitors will pay a lot for the click. That is exactly why structure, geography and negatives matter more here than anywhere else — you cannot out-bid the market, but you can out-target it.
Do you run storm chasing campaigns?
We build storm campaigns for companies that operate in their own service area and can actually get to the job. We are not the right fit for out-of-state chase operations, and we will not write ad copy that implies an insurance claim will definitely be approved.
Can you separate insurance leads from retail leads?
Yes, and it makes a large difference. They use different keywords, they need different landing pages, and they close on completely different timelines. Blending them makes your reporting meaningless.