Roofing is a highly competitive business with well over 135,000 roofers across the U.S.
Online visibility is everything. It can be the reason you stay in business or go belly-up.
Luckily, you have Google Ads to close more jobs, come hail or sunshine!
With PPC ads, you can appear right in front of local homeowners at the exact moment they need you — whether for a leaking roof, storm damage, or full roof replacement services.
But hey, since you’d be paying $45 per click or more… you can’t afford to fly blind.
In this guide, we’ll walk through 10 proven paid ads tricks that roofers can use to drive more high-quality roofing leads during busy and slow seasons. Let’s go!
Key Takeaways
- Google Ads generate fast, high-intent roofing leads, and smart targeting wins.
- LSAs and Search Ads capture urgent and ready-to-book homeowners when paired with profitable ZIP codes, high-intent keywords, and a solid negative keyword list.
- Strong landing pages and the Google Guaranteed badge boost trust, conversions, and overall lead quality.
- Consistent tracking and weekly optimization keep CPL low, ROI high, and prevent wasted spend, especially when guided by experienced PPC specialists.
How Do Google Ads for Roofers Work?
Every time someone searches for a roofing service — say, “shingle roof repair” — Google instantly decides which ads appear and in what order. This decision is based on a few key factors:
- Your Bid: The maximum amount you’re willing to pay for a click or lead
- Your Quality Score: Google’s rating (1–10) of how relevant and useful your ad and landing page are to that search
- Your Ad Enhancements: Site links like call extensions, location pins, and sitelinks that make your ad more engaging
Google combines these elements into what’s known as your Ad Rank. The higher your Ad Rank, the higher your ad shows up in search results.
Thankfully, you don’t have to outspend bigger roofing competitors to appear above them.
If your messaging, landing page, and extensions create a better experience for homeowners, Google rewards you with better placement at a lower cost per click!
The Most Effective Google Ad Types for Roofing Companies
You can reach homeowners at different points in their buying journey with different types of ads.
Local Service Ads (LSAs)
These show up right at the top with that trusted “Google Guaranteed” badge. Homeowners can call you directly through the ad — and you only pay for real leads. Perfect for emergency repairs or storm-damage calls.
Google Search Ads
These are the text ads that look a lot like regular Google results. When someone searches “best roofer near me,” your business could appear. Great for capturing ready-to-book customers.
YouTube Ads
Short videos that appear while people are watching things like “how to spot hail damage.” Useful for building brand awareness before their roof starts leaking.
Display and Remarketing Ads
Display ads are those banners that follow people around online. And remarketing takes it a step further — if a homeowner visited your site but didn’t call, your ad gently reminds them you’re still here and ready to help.
When you combine these ad types, you catch homeowners whether they’re researching… comparing… or ready to pick up the phone.
Check our roofing Facebook Ads guide to improve your ad performance fast.
Key Advantages of Google Ads for Roofing Businesses
With Google Ads, your roofing company could get job inquiries a LOT faster, without waiting 6 to 12 months for SEO to kick in. Local roofers get a range of benefits:
- Seize the attention of homeowners who are already searching online: 84% of home-services customers start their search on Google before booking.
- You get instant local visibility: 46% of searches have local intent. Your roofing business appears exactly when someone in your service area needs repairs or replacement.
- You can target only your ideal roofing jobs:
- Service areas (down to specific neighborhoods)
- Roofing services (storm damage, leaks, replacements, etc.)
- High-intent keywords that show buying urgency (roof leaking emergency)
- You can track real revenue results: Every click → call → lead is measurable with ROI data. You won’t have to sweat bullets wondering if you’re blowing your ad dollars.
- Performance improves over time: Ongoing optimization lowers cost per lead and boosts your conversions month after month.
Google Ads for roofers is a lead generation machine! It helps roofing companies like yours build a seasonality-resistant pipeline all year round.
How to Set Up a Google Ads Account for Your Roofing Business
Getting your roofing Google Ads account up and running is simpler than it looks. Here’s the quick version:
- Go to ads.google.com and sign in
Use your business email, then click “New Google Ads Account” to start. - Choose your main goal
For roofers, pick something like “Leads” so Google knows you want calls and form submissions, not just clicks. - Set up your first campaign
You could select Search as your campaign type. Name it something clear, like “Roofing Services – [City].” - Define your targeting
Choose only the cities or ZIP codes where you actually provide roofing services. Tight targeting means less wasted ad spend. - Add your keywords
Start with phrases like “roof repair near me,” “emergency roof leak,” and “roof replacement [city].” - Set your budget and bids
Choose a daily Google Ads budget you’re comfortable testing with, then let Google use automated bidding to start. - Write your ads and launch
Highlight your key roofing services, experience, and why homeowners should call you. Turn on call tracking so you can see which ads attract highly qualified leads.
Think of this as the teaser for how Google Ads work. Below, we’ll dive deeper into the full setup!
10-Step Roadmap to a Successful Roofing Google Ads Campaign
Google Ads for roofers can be the FASTEST way to burn through your budget if things aren’t set up right. We don’t want that to happen to you. Use this 10-step guide to grow profitably.
1. Set Clear and Specific Campaign Goals
Before spending a single dollar on Google Ads, decide exactly what you want out of your campaign.
Do you need more roof replacement leads? More emergency leak repair calls? More insurance work after storms?
Each goal requires a different message, different keywords, and even different landing pages.
To measure results, set specific KPIs (key performance indicators) such as:
- Cost Per Lead (CPL): How much you’re paying for each new roofing lead
- Click-Through Rate (CTR): Whether your ads are compelling enough to earn clicks
- Conversion Rate: How many clicks turn into phone calls or form submissions
When your goals are clear, your money goes toward the roofing jobs that grow your business. Do not skip this! This is the foundation for every successful roofing Google Ads strategy.
2. Target Your Roofing Services by Location
Are your ads showing up outside your roofing service areas? Bad news: you’re paying for clicks that will never turn into jobs!
Use Google’s settings to narrow your reach to the exact areas you serve. For example, target Manhattan instead of all of New York City.
- Start with your best-performing zones — the neighborhoods that bring high-quality roofing jobs.
- Track costs and results closely for each area to see if you need to change course.
- Expand slowly into nearby suburbs once performance and CPL (cost per lead) look solid.
The tighter your targeting, the better your lead quality.
3. Research Keywords for Your Roofing Ads
Next up, choose the right roofing keywords. This guarantees your ads show up for inquiries from homeowners who are ready to act. Focus on high-intent phrases like:
- “roof repair near me”
- “emergency roof leak fix”
- “roof replacement cost [city]”
These show urgency, meaning the person searching is more likely to call. To check out search volume, use tools like Google Keyword Planner, SEMrush, or Ubersuggest.
Also, understand search intent to match your ads to the right stage of the buyer journey:
- Informational: “how to fix a leaking roof” → early research
- Commercial: “best roofing company in [city]” → comparing options
- Transactional: “roofing contractor near me” → ready to hire
- Emergency: “24/7 roof repair near me” → high-value urgent leads
When your keywords align with search intent, your ads reach the right customers!
4. Use Negative Keywords to Filter Out Irrelevant Traffic
Negative keywords prevent your ads from showing up for searches that will never turn into paying customers, like:
- “DIY roofing”
- “roofing jobs hiring”
- “roofing classes/tools/supplies”
Add negative keywords to keep your campaigns focused on ready-to-buy homeowners. This massively improves cost efficiency and lead quality.
By the way, Google makes it easy to create a list and apply it across campaigns, so the wrong traffic stays out for good.
P.S. It’s also not a one-and-done task. Check your search terms report regularly and add new negative keywords anytime you notice irrelevant clicks slipping in.
5. Set a Realistic Budget and Monitor ROI
Don’t hazard a guess with your roofing ad budget. Start by deciding how many new jobs per month you want from Google Ads. For example: 10 repairs and 5 full replacements.
Next, what are those jobs worth? If a replacement brings in $4,000, paying $50–$100 per lead can still deliver profitable ROI. But if a repair only brings $300, you’ll want a much lower lead cost.
A simple way to estimate your starting monthly budget: Check your average cost per click (CPC) in keyword tools like Google Keyword Planner. Let’s say it’s $5.
Multiply clicks × cost × 30 days. Example: 10 clicks/day × $5 × 30 = $1,500/month starting budget.
Next, turn on conversion tracking so you can measure:
- Cost per lead (CPL)
- Which roofing services bring the best returns
- What areas produce the strongest jobs
Over the first 30–60 days, watch your numbers closely. If certain keywords or ZIP codes are driving better roofing leads, shift more of your budget there.
6. Optimize Landing Pages for Conversions
Clicking your ad shouldn’t be the end goal. Calling or contacting you should be! A strong roofing landing page has:
- Clear call-to-action (CTA) that matches your ad copy: (“Call Now for Fast Roof Repairs” or “Request a Free Roof Inspection”).
- Simple contact options: Phone number clickable on mobile, and a short contact form at the very top.
- Show the services you offer: Leak repair, storm damage, full replacement — don’t make people guess.
- Trust-building visuals: Use before-and-after job photos, team photos, branded trucks, and clean project shots.
- Social proof + credibility: Display your licenses, certifications, manufacturer warranties, insurance details, and customer reviews with star ratings.
- Fast load speed and mobile-friendly layout: Make sure your website is mobile-friendly and loads in 3 seconds or less.
- Consistent messaging: The headline should match what they clicked in the ad (keeps people from bouncing).
- A/B testing for ongoing improvements: Try different headlines, CTA button colors, hero images, and forms to increase conversion rates over time.
Fix your landing page before you launch your ads. It’ll save you a LOT of wasted money later on.
7. Leverage Customer Testimonials and Reviews
82% of homeowners admit online reviews are essential when picking a contractor. To make the most of those testimonials:
- Show reviews right where conversions happen: Add star ratings, customer quotes, and photos directly on your roofing landing pages — especially near your call-to-action.
- Use review-focused ad extensions: When your Google Ads include ratings or a snippet of positive feedback, homeowners feel more confident clicking through.
- Highlight specific outcomes: “Fixed my leak in one day” or “Helped with my insurance claim” speaks louder than generic praise.
- Include a mix of service types: Replacement jobs, storm damage repairs, emergency fixes — show you’ve handled it all.
- Keep reviews fresh and authentic: Outdated or overly polished testimonials can feel fake. New reviews build credibility better.
Remember, homeowners tend to be cautious when it comes to choosing a roofer. This type of real feedback helps overcome hesitations.
8. Become a Google Guaranteed Roofing Contractor
Do you have a “Google Guaranteed” badge? This small green checkmark displays on your Local Service Ads and signals to homeowners that Google has vetted your roofing company.
To earn the badge, Google requires a verification process that typically includes:
- Background checks
- License and insurance validation
- Proof your business is legitimate and reputable
Yes, it takes effort. But once approved, the payoff is big. Roofers with the Google Guaranteed badge often see:
- Higher click-through rates (because the badge inspires confidence)
- More qualified leads (homeowners feel safer hiring someone vetted by Google)
- Better visibility (LSAs appear above traditional search ads — even above organic results)
Plus, if customers are unhappy with the service, Google may reimburse them, which gives homeowners even more peace of mind when choosing your company!
9. Track and Analyze Campaign Performance
Next up, actively monitor and improve your Google Ads campaigns.
Enter: Google Ads performance tracking. The most important metrics to track include:
- CTR (Click-Through Rate): Are people interested enough to click your ad?
- CPC (Cost Per Click): Are you paying a fair price for traffic?
- Conversions: Are those clicks turning into calls, form submissions, or booked inspections?
- Cost Per Lead (CPL): Are leads profitable based on your job revenue?
Tools like Google Ads Analytics and Google Analytics make it easy to monitor results daily, by keyword, by location, and by roofing service type.
This should be your mantra: Track, test, adjust, repeat. That’s how you build a profitable roofing Google Ads strategy.
Read the latest insights on digital marketing for roofers and boost your results.
10. Partner with Roofing Google Ads Experts
Just like roofing has specialists, so does Google Ads! There are people (like us) who have spent 18 years studying Google’s platform… including how to squeeze more clients out of every single advertising dollar.
When you partner with roofing PPC experts, you get:
- Strategic targeting that prioritizes your most profitable roofing jobs
- Continuous optimization to increase conversions and lower costs month after month
- Advanced call + lead tracking so you always see which ads drive real revenue
- 100% transparency with clear reporting on every dollar and every lead
Instead of learning Google Ads the hard (and expensive) way, you get campaigns that are profitable from day one with a PPC marketing agency.
Ready to Grow Your Roofing Business with Google Ads?
Then let’s quickly summarize how to run a successful Google Ads campaign:
- Target only the ZIP codes and roofing services that you actually cater to
- Use reviews, trust badges, and strong landing pages to convert more leads
- Track results by the dollar, so you keep every dollar in check
- Improve month after month with data-driven optimization
But running Google Ads is a full-time job. Without expert PPC help, many roofers end up blowing $5,000+ on ads that get them zero jobs.
At Comrade Digital Marketing, we’ve been mastering roofing PPC for 18 years. Our SEO and PPC clients have seen up to 800% return on investment, with stable revenue month after month — even during slow seasons.
Request your free Google Ads strategy session today, and let’s grow your business together.
