PPC for roofers
Roofing clicks are among the most expensive in home services, the auction doubles when it storms, and half the searches your ads can match were never going to become jobs. Here is the discipline that keeps roofing ad budgets honest.
The auction does not care whether the click could become a job
Roofing accounts leak into predictable places: do-it-yourself searches (“how to patch a shingle”), materials shopping, job hunting, towns you do not serve, and — the expensive one — repair budgets clicking replacement ads and vice versa. Every mismatch is billed at roofing’s premium click prices, and in one professional-services audit we ran, two-thirds of the entire monthly spend was going to searches that could never have converted.
Then there is weather. Demand spikes, the auction spikes with it, and accounts with no storm plan either run out of budget by noon or buy the surge at panic prices. A roofing account needs two modes — baseline and storm — decided in advance, not improvised while the phones ring.
- 1stNegatives before keywords — DIY, materials, jobs, out-of-area, built as patterns
- 2Modes: a baseline plan and a storm plan, with budgets and bids agreed before the weather
- CallsCall tracking tested end to end and frozen — roofing converts by phone, not by form
- SplitRepair and replacement in separate campaigns, priced to their job values
From our audit playbook. Client results on the case studies page.
How we run Google Ads for roofing companies
Repair and replacement, separated
Different customers, different job values, different click prices worth paying. Each gets its own campaign, budget and landing page — so a $400 repair enquiry never spends a replacement-sized bid.
Negatives as patterns
DIY, how-to, materials, rentals, jobs, and every town outside the honest service area — refused up front and maintained as patterns that keep filtering new junk without weekly babysitting.
A storm plan agreed in advance
Which campaigns surge, by how much, at what point budgets cap, and when it all steps back down. Decided in daylight, executed when the hail hits — instead of improvised at panic prices.
Local Services Ads, run properly
Pay-per-lead placement above everything, ranked on reviews and responsiveness. For roofers LSAs are often the cheapest booked jobs in the account — if disputes are filed and the phone gets answered.
Buy the surge, earn the baseline
Ads are the right tool when weather creates demand this week. Earned rankings are what keep the phone ringing without per-click bills the rest of the year — and what let you meet storm demand without paying storm auction prices. One team, one plan, one blended cost per job: the premise this firm is named after.
SEO for roofers, explained the same way Or read the plain SEO vs PPC comparison
Roofing PPC, answered plainly
Why are our roofing leads from Google Ads bad?
Read the search terms report — the actual words typed before each click. Bad-lead accounts are nearly always paying for DIY searches, materials shoppers, out-of-area towns, or repair-intent clicks on replacement ads. The fix is refusal (negatives and tighter match types), not new ad copy.
What does a roofing lead from Google Ads cost?
It varies too much by metro and season for an honest single number — which is exactly why the metric to manage is your own blended cost per booked job, tracked with call tracking that does not change month to month. We set that up first; without it, every cost conversation is guesswork.
Should we pause ads in the off-season?
Cut, rarely kill. Off-season clicks are cheaper, repairs still happen, and an account with history performs better than one restarted cold each spring. The deliberate version: a lean baseline all year, with the surge plan ready for weather.
Are Local Services Ads worth it for roofers?
Usually the first thing to fix, not the last: pay-per-lead pricing, top-of-page placement, and ranking driven by reviews and answer rates. The catch is discipline — unanswered calls sink your ranking, and unfiled disputes mean paying for junk leads that were refundable.
Who offers both PPC and SEO for roofers?
We do — it is the name of the firm. Roofing is the clearest case for one owner of both: the same city-and-service searches are bought in storm weeks and earned the rest of the year, and only one team watching both sides can keep the blended cost per job falling.
Find out what your ad budget did last storm
A free written review of your ad account, your tracking and your rankings — the search terms report included. Back within two business days, yours to keep either way.
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