Emergency and leak repair
Short ad copy, a phone number up front, tight geo targeting and call-focused settings. Scheduled for when someone can answer.
Search ads
Google Ads for Roofers: Show Up for the Search, Answer the Phone, Know What It Cost
A Google Ads account for a roofing company can look simple and still waste most of its budget. Broad keywords bring in job seekers, material suppliers and do-it-yourselfers. One campaign for everything mixes a leak at midnight with a replacement next spring. Calls come when nobody is picking up. This page walks through the structure we use and the decisions behind it.
Account structure
Six Campaigns a Roofing Account Usually Needs
Storm and hail damage
Prepared in advance with its own budget, inspection-focused copy and a short form. Kept paused or low in quiet weeks.
Roof replacement
Keywords for replacement, new roof and material types, with landing pages that discuss process and estimates.
Inspection and maintenance
Lower urgency, clear explanation of what the visit includes and what the homeowner gets afterward.
Commercial and flat roof
Business-oriented language, bid and site-walk requests and a separate landing page.
Brand and competitors you serve
A small campaign so someone searching for your company sees your site first.
If the account is small, we start with the first two or three and add the rest as the data supports it.
Keywords
The Searches Behind Each Campaign
| Campaign | Keyword ideas, in phrase or exact match | Intent |
|---|---|---|
| Emergency | emergency roof repair, roof leak repair, roof tarp, leaking roof | Urgent, usually on a phone |
| Repair | roof repair near me, shingle repair, flashing repair, chimney leak repair | Fix a known problem, price sensitive |
| Replacement | roof replacement, new roof installation, metal roof installation, shingle roof replacement | Planned, comparing contractors |
| Storm | hail damage roof repair, wind damage roof, storm damage roof inspection | Event driven, often tied to insurance |
| Inspection | roof inspection, roof certification, roof inspection before selling | Information or a sale deadline |
| Commercial | commercial roof repair, flat roofing contractor, TPO roofing, roof maintenance contract | Business buyers, longer cycles |
We lean on phrase and exact match, because broad match can drift into loosely related searches that waste budget in a local market.
Negatives
Negative Keywords: The Searches You Pay Not to Show For
A negative keyword tells Google not to show your ad when a search includes a particular word. In roofing, the list starts predictably: jobs, hiring, salary, apprentice, school, certification, training, how to become a roofer. It continues with DIY and how-to searches, supply and wholesale terms, material-only searches that are about buying shingles rather than hiring a crew, and anything that signals a job you do not do, such as a type of roof you will not touch.
Negatives are never finished. The search terms report shows the actual queries that triggered your ads, and the weekly habit of reading it is one of the most valuable things a manager does. A mature account often carries a long list built from real searches. Also exclude places outside your reach: geography you cannot serve and competitor names you do not want to bid on.
Scheduling and settings
Hours, Locations and Devices for a Roofer
| Setting | What we usually do | Reason |
|---|---|---|
| Ad schedule for calls | Run call-heavy ads when a person or answering service can pick up | A missed call after you paid for it is the most expensive outcome |
| After-hours handling | Emergency ads either answer 24 hours or switch to a form-first approach after hours | Be honest about response times |
| Location targeting | People in your service area, with careful settings about people who show interest in it | Prevents clicks from far outside your territory |
| Radius or town lists | Match your real route density, not the whole metro | Travel time eats margin |
| Devices | Phone-first for emergency, balanced for replacement | Emergency searches happen on mobile |
| Call extensions and assets | Phone, sitelinks for repair and estimate, location | Makes the ad more useful at a glance |
| Bidding | Start controlled and move toward conversion-based bidding once there is enough data, with guardrails | Automation chases volume and can skew toward cheap, low-value repair calls if left alone |
Landing pages
Where the Click Lands Decides Whether the Phone Rings
A click on a leak ad should arrive at a page that talks about leaks: what you do, when you can be there, a phone number that is easy to tap and a short form for people who cannot call. Sending the same click to a homepage full of drone footage and company history wastes the intent that the ad paid for.
For replacements the page can be longer. Explain the process from estimate to tear-off to cleanup, show finished roofs from nearby, list the credentials you hold and make the estimate request short. Commercial campaigns need their own page, with building types, membranes and maintenance options, and a way to request a bid or schedule a site walk.
We build or adapt landing pages as part of the work and keep the design plain and fast, because most of the traffic is on a phone. More on that is on the web design page.
Ad copy
Writing Ads for a Worried Homeowner
People who click a roofing ad are often stressed. The ad has to say quickly that you do the thing they need, serve their town and will answer. Good headlines name the service and the place: roof leak repair in your town, roof replacement estimates, storm damage inspection. Supporting lines add a reason to pick you, such as local ownership, license and insurance on file, or a straightforward estimate with no pressure, but only claims you can back up.
Emergency ads should lead with the phone and with what you will actually do, such as temporary tarping and repair, rather than vague promises about speed. Replacement ads can talk about the process, warranty information and an on-site estimate. Storm ads should stay calm and factual, avoid claims about insurance outcomes and make clear that a written inspection report is what you provide.
Google lets you test several headlines at once. We rotate honest variations, keep the ones that produce calls and booked estimates, and retire the rest. We also use assets that fit a roofer, like call buttons, location details and links to the repair and estimate pages, which make the ad bigger and more useful without costing more per click.
Measurement
What We Track So the Spend Can Be Judged
| What | How | Why it matters |
|---|---|---|
| Phone calls from ads | Call tracking numbers or Google forwarding numbers with a minimum call length | Most roofing conversions are calls |
| Form requests | Form submissions recorded as conversions in Google Ads and Analytics | Catches people who prefer not to call |
| Booked estimates | Your input or CRM data matched to calls and forms | A call is not a job |
| Sold jobs and job value | Imported from your CRM or spreadsheet when you can share it | Lets bidding favor revenue instead of volume |
| Search terms | Weekly review of the report | Finds new negatives and new opportunities |
| Impression share and lost opportunity | Account metrics | Shows whether budget or ranking is the limit |
Budget
Setting a Budget From Your Own Economics
The question roofing owners ask first is how much to spend, and the honest answer comes from your own numbers rather than from an industry average. Start with the job: what is the typical gross profit on a repair, a replacement and a commercial maintenance contract? Then your close rate: how many booked estimates become signed work? From those two numbers you can work out how much you can afford to pay for a booked estimate and still make a worthwhile margin.
If your average replacement leaves a large gross profit and you close a reasonable share of estimates, you can often afford to pay quite a bit for each booked estimate. If most of your calls are small repairs with thin margins, the math is tighter and campaign focus matters more. We help you do this arithmetic at the start and revisit it as real data replaces assumptions. We do not quote click prices because they vary by city, season and week.
Seasonality matters too. A budget that makes sense in a storm month may be wrong in January. Plan for variation instead of expecting a flat line.
Process
How We Launch Google Ads for a Roofing Contractor
Audit or build
We review any existing account for wasted spend, or plan a new one around your roofing service list.
Tracking first
Calls, forms and booked estimates are tracked before the first dollar is spent.
Launch the first campaigns
Emergency, repair and replacement usually go first, each with its own budget.
Tighten weekly
Search terms, negatives and locations are reviewed weekly in the early weeks.
Report monthly
You see calls, forms, spend and what we plan to change next.
Cost
How Much Does Google Ads Management Cost for a Roofer?
The fee pays for managing the account. Clicks are paid to Google directly. Nothing to sign and no setup fee.
Questions
Google Ads Questions From Roofing Companies
How much does Google Ads management cost for a roofing company?
Managing Google Ads alone is $895 a month, a second platform brings it to $1,595 and three platforms to $2,295. No contract, no setup fee. The money you spend on clicks goes to Google, separately, and you control that amount. Our fee covers building, tuning and reporting on the account.
Why did my last Google Ads campaign waste money?
The usual causes are broad keywords, no negatives, one campaign for every job type, calls going unanswered and clicks landing on a homepage. Opening the search terms report normally shows it quickly: job seekers, supply searches and towns you cannot reach. We audit an old account before deciding whether to fix it or start clean.
Should I bid on my competitors' names?
Usually not as a main tactic. It can be expensive, the clicks tend to be low quality and some platforms limit how you can use another company name. Protecting your own name is more useful, so someone searching for you sees your site first. If you want to test competitors, keep it small and measured.
Can I run ads only after storms?
Yes, and many roofers do, but the campaign must be built, approved and tested in advance so it can launch the same day. We also suggest a small baseline for repair and replacement searches year round, because a storm-only account has no history to learn from when an event arrives.
How do I stop paying for tire kickers?
Negative keywords, minimum call lengths, a short qualifying question on forms and clear ad copy that sets expectations all reduce them. We also feed back which calls became booked estimates, so bidding favors the real buyers. No setup removes low-quality leads entirely, but a managed account keeps them down.
Do you handle commercial roofing campaigns?
Yes. Commercial campaigns run separately, with their own keywords such as flat roof contractor or TPO roofing, their own landing page and a way to request a bid or schedule a site walk. Volumes are lower and the leads are bigger, so tracking and patience matter more than quick wins.
What about Local Services Ads?
Where they are available, they can sit beside search ads. They have their own verification and billing, and a different lead model, so we measure them on cost per booked estimate just like everything else. We can manage them together with your Google Ads account if you choose to try them.
Explore more
Where to Go Next
Start Here
- Roofing SEOThe core service: the pages, structure and signals that put your roof services in front of people searching in your towns.
- Roofing Marketing GuideThe full picture: channels, customers, costs, the seasonal calendar and the first 90 days.
- Roofing MarketingMarketing for roofing contractors: search, maps, ads, AI search and a website that books inspections.
Get Found in Search
- Google Maps for RoofersYour Google Business Profile, reviews and service-area setup, built for roofers who travel to the customer.
- AI Search for RoofersHow to be the roofer an AI assistant describes accurately when a homeowner asks who to call.
- Links and Citations for RoofersThe local and trade sources that vouch for a roofer: listings, associations, manufacturers and community ties.
Paid Advertising
- Paid Ads for RoofersWhich ad platforms make sense for a roofer, in what order, and how they fit with a seasonal business.
- Google Ads for Roofers (you are here)Campaign structure, keywords, negatives, call scheduling and tracking for a roofer's Google Ads account.
- Meta Ads for RoofersMeta Ads (Facebook and Instagram) for roofers: retargeting, storm readiness, finished-roof proof and short lead forms.
Website and Content
Get in Touch
Want Google Ads That Ring With Jobs, Not With Job Seekers?
Tell us your service area, your busiest months and what a good job is worth. We will outline an account built around them and the flat fee to run it. Call 610-825-4363 or email hello@getphound.com to go over an account plan with our CEO.