Google Ads for Roofers
Google Ads for roofing companies that want calls, not clicks.
I build roofing accounts around the two jobs that actually pay — urgent repairs and full replacements — and track every call so you know which one your budget is producing.
Roofing is one of the most expensive categories on Google Ads. A single click on a replacement term can cost more than a tank of gas, and a lot of those clicks come from people who were never going to hire a roofer: homeowners pricing shingles, job seekers, and people trying to figure out what their insurance covers. When the account isn't built carefully, that's where the budget goes.
The fix isn't spending more. It's separating the searches that mean "I need someone on my roof this week" from the ones that mean "I'm doing research," pacing budget around storm season instead of spreading it evenly all year, and measuring phone calls properly so decisions are based on real jobs rather than clicks.
Where budget leaks
Common reasons roofing companies Google Ads waste money
Repair and replacement share one campaign
A leak call and a full re-roof are different customers with different budgets, urgency, and ad copy. Lumped together, Google spends on whichever is cheaper to click — usually not the job you want most.
No negatives for jobs, DIY, and materials
"Roofing jobs," "roofer salary," "how to patch a roof," "shingles price per bundle," and "roofing nails" all match broad roofing keywords. Without a maintained negative list, they quietly eat budget every day.
Insurance-only searches treated as leads
Searches like "does homeowners insurance cover roof replacement" are informational. Unless you specifically want insurance-claim work and have a page for it, these clicks rarely turn into booked inspections.
Flat budgets through storm season
Demand spikes after wind and hail events, then falls off. A fixed daily budget runs out by noon on the busiest days and overspends on quiet ones in January.
Calls aren't tracked
Most roofing leads call. If the account only counts form fills — or counts every page view as a conversion — automated bidding optimizes toward the wrong thing.
Service area set too wide
Targeting an entire state or a 50-mile radius when your crews only work two or three counties means paying for clicks from towns you won't drive to.
The setup
How I'd set up your account
- 01
Fix tracking first
Set up call tracking for ad calls and website calls, count qualified calls (by duration) as conversions, and track form and booking submissions in GA4 and Google Tag Manager. Nothing else gets changed until the numbers are trustworthy.
- 02
Split repair from replacement
Separate campaigns for emergency and leak repair, full replacement, and any specialties you actually sell (flat roofs, gutters, skylights). Each gets its own budget, keywords, ads, and landing page.
- 03
Build the negative list on day one
Jobs and careers, DIY and how-to, materials and supply-house terms, and insurance-only questions go in as shared negatives, then I keep adding to it every week from the search terms report.
- 04
Target the towns you serve
Location targeting set to the specific towns and counties your crews cover, using "presence" targeting so people merely interested in your area don't trigger ads.
- 05
Pace budget around weather
A base budget for steady replacement demand, with room to lift repair budgets quickly after a storm — and pull back when the phones settle.
- 06
Decide on LSA vs. Search
Local Services Ads (the "Google Guaranteed" listings) charge per lead and often work well for repairs. Search campaigns give more control over replacement keywords and landing pages. I'll tell you whether to run one, the other, or both based on your market and budget.
$199 audit
What the $199 audit checks for roofing companies
- Whether calls and forms are tracked correctly — and whether anything fake is being counted as a conversion
- How much spend went to job, DIY, materials, and insurance-only searches
- Whether repair and replacement are separated with their own budgets and ads
- Location settings: towns targeted, radius, and presence vs. interest targeting
- Budget pacing — whether campaigns ran out of budget on high-demand days
- Landing pages: does the replacement ad land on a replacement page with a clear call button?
You get a prioritized action plan in plain English — what to fix first and why. See the full Google Ads audit details.
Pricing
Straightforward pricing
Start here
Google Ads Audit
$199
One-time. Credited toward your first month if you hire me within 30 days.
Management
From $750/mo
Final pricing depends on account size, ad spend, and scope. Ad spend is paid directly to Google.
Terms
3-month minimum
Then month-to-month. You keep full ownership of your account and data.
Find at least $500/mo in wasted spend or tracking errors — or the audit is free.
More on Google Ads management services and Google Ads management in New Jersey.
Based in New Jersey, working with businesses across the US. Not in roofing? I work with businesses in every industry — see all industries.
FAQ
Google Ads for Roofers FAQ
- Should a roofing company run Local Services Ads or Google Search Ads?
- Often both. Local Services Ads charge per lead and tend to suit repair calls. Search Ads give more control over replacement keywords, ad copy, and landing pages. The audit will show which one fits your budget and the jobs you want more of.
- How do you handle storm season?
- I keep a base budget for steady replacement demand and raise repair budgets after wind or hail events when search volume jumps, then bring them back down. You'll know before any meaningful budget change.
- Can you stop my ads from showing to people looking for roofing jobs?
- Yes. Job, career, and salary searches go into a negative keyword list from the start, along with DIY, materials, and insurance-only questions. I review search terms every week to catch new ones.
- Do I need a separate landing page for roof replacement?
- It helps a lot. Someone searching for a full replacement wants to see replacement work, financing if you offer it, and a clear way to book an inspection — not a generic homepage.
- Can you target only the towns my crews work in?
- Yes. I set location targeting to the specific towns or counties you serve and exclude the rest, so you're not paying for clicks from places you won't travel to.
Find out where your ad budget is going.
Find at least $500/mo in wasted spend or tracking errors — or the audit is free.