Selected Work / Google Ads Strategy
Roofing Lead Generation
Google Ads strategy for a high-ticket local roofing company
An example of how Precision Ads approaches paid search strategy, account structure, measurement, and optimization for a high-ticket local roofing company.
- Search intent segmentation
- Emergency vs. replacement campaigns
- Negative keyword strategy
- Call conversion tracking
- Budget allocation
- Lead-quality optimization
More qualified calls and forms, less wasted spend.
The objective is to increase qualified inbound calls and form submissions from homeowners actively looking for roofing work, while reducing spend on searches that will never become a job.
That comes down to three controllable levers: segmenting campaigns by the intent behind the search, managing negative keywords aggressively, and tracking calls with the same rigor as form submissions.
Roofing is a high-ticket, low-volume category. A small number of wasted clicks per day is a meaningful share of the budget.
Two very different buyers use the same account.
Emergency and replacement searches behave differently. Urgency, research depth, timeline, and the way the lead converts are not the same, so they should not compete for the same budget or bid strategy.
Emergency / Urgent Repair
- “roof leak repair near me”
- “emergency roof repair”
- “storm damage roof repair”
- Converts by phone, often same day
Replacement / Insurance-Driven
- “roof replacement cost”
- “new roof estimate”
- “roof insurance claim contractor”
- Longer consideration, form and quote driven
Separate the intent, then control the money.
Emergency repair and replacement intent are built as separate campaigns so budget, bidding, ad copy, and landing pages can be set independently.
Separation makes budget decisions explicit rather than accidental: urgent repair traffic can be funded for coverage during peak demand, while replacement traffic is bid toward cost per qualified estimate.
Tight ad groups keep the query, the ad, and the page aligned. Negative keyword lists remove research, DIY, materials, careers, and supplier searches before they consume budget.
- Emergency repair campaign — urgency-led copy, call-first extensions
- Replacement campaign — estimate and financing-led copy
- Branded campaign — protect existing demand at low cost
- Shared negative lists — DIY, jobs, materials, wholesale, unrelated trades
If the call isn't tracked, the strategy is guesswork.
Most roofing leads arrive by phone. Without reliable call conversion tracking, optimization is based on an incomplete picture and automated bidding learns from the wrong signal.
The measurement baseline: one clean conversion action per lead type, calls tracked from both ads and the website, no duplicate counting, and a defined minimum call length so that misdials are not recorded as leads.
Where possible, lead quality is fed back from the sales process so optimization targets booked estimates rather than raw form fills.
One conversion action per real lead. Duplicates quietly inflate performance and misdirect bidding.
Structure the account around how homeowners actually search.
Split emergency and replacement intent, keep the query-to-page path tight, defend the budget with disciplined negative keywords, and measure calls as carefully as forms.
The result is an account that can be managed deliberately — every dollar has a purpose, and every change can be evaluated against a trustworthy conversion signal.
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