Roofing isn’t exactly a low-stakes business. When someone’s ceiling is leaking or their shingles are halfway across the neighbor’s yard, they’re not shopping around for fun. That’s why Google Ads can be a goldmine for roofers, if you play your cards right. But here’s the kicker: roofing keywords are brutally competitive; some cost more than a steak dinner. So if you’re just tossing up a few ads and hoping for the best, you’re basically lighting money on fire.
Let’s walk through how to do it right, without wasting your budget or your patience.
Know what they want, not just what they type
Before you write a single ad, you’ve got to understand what the person on the other end of the search bar actually needs. Roofing searches usually fall into three buckets:
- Emergency help (think “roof repair near me now”)
- Maintenance or inspection (“free roof inspection”)
- Full replacement or install (“new roof cost”)
Each one signals a different level of urgency, and your ad strategy has to match. Someone with a gaping hole in their roof doesn’t want to read a blog post about shingle types; they want a phone number and a human voice. That’s where call-only ads during business hours shine.
On the flip side, someone researching roof replacement might need a bit more coaxing. That’s where landing pages with financing options and glowing testimonials come in. You’re not selling a roof; you’re selling peace of mind.
Source: your own common sense and experience, but also: WordStream’s most expensive keywords
High-intent keywords are expensive, so treat them like gold
Some roofing keywords cost over $50 per click. That’s not a typo. Which means if you’re using broad match and letting Google decide who sees your ad, you’re basically handing them your wallet.
Instead, get specific. Use phrase match or exact match for terms like “emergency roof repair [city]” or “shingle replacement [city].” These folks know what they want, and they’re more likely to
convert.
Also, don’t forget to block out the noise. Add negative keywords like “DIY,” “free,” or “roofing jobs” unless you’re hiring. And always, always include location-based keywords. You’re not trying to get clicks from four states over.
Source: WordStream’s most expensive keywords
Your homepage isn’t a landing page. It’s a
distraction.
Sending ad traffic to your homepage is like inviting someone into your house and then making them wander around to find the bathroom. Don’t do that.
Build landing pages that match exactly what your ad promised. If your ad says “Free Roof Inspection in Denver,” the landing page should say that too. Keep it clean, focused, and persuasive. That means:
- A headline that mirrors the ad
- Trust signals: licenses, certifications, BBB ratings, reviews
- A clear call to action like “Schedule Your Free Estimate”
- Click-to-call buttons, especially for mobile
- Photos, testimonials, maybe even a video if you’ve got one
Tools like Unbounce or Instapage make this easier than it sounds. You can A/B test layouts, buttons, and headlines without needing a developer on speed dial.
Retargeting tip: if someone visits your landing page but doesn’t convert, don’t just wave goodbye. We’ll get to that in a minute.
Let Google do some heavy lifting with Local Services Ads
If you haven’t looked into Local Services Ads (LSAs), now’s the time. These show up above regular search ads and only charge you per lead, not per click. They also come with a “Google Guaranteed” badge, which adds a nice little halo of trust.
To get started, you’ll need to pass Google’s background checks, verify your licenses, and define your service area. Reviews matter here too, so start collecting them like they’re going out of style.
Make your ad bigger, louder, and more clickable
Ad extensions are like giving your ad a megaphone and a sandwich board. They let you take up more space on the page, which means more eyeballs and more clicks.
For roofers, the most useful ones are:
- Call extensions: one-tap calling from mobile
- Location extensions: show how close you are
- Sitelinks: link directly to “Roof Repair,” “Gutter Cleaning,” etc.
- Structured snippets: list services like “Shingle, Metal, Flat Roofs”
These not only improve your click-through rate; they also boost your Quality Score. And a better Quality Score means lower cost per click. Win-win.
Track what matters, ignore what doesn’t
If you’re not tracking conversions, you’re flying blind. Set up Google Tag Manager and Google Ads conversion tracking. Then track:
- Phone calls (CallRail is great for this)
- Form submissions
- Click-to-call interactions
Check in weekly. Pause keywords that aren’t converting. Raise bids on the ones that are. Test new headlines, swap out images, tweak your landing pages. This isn’t a “set it and forget it” situation; it’s more like tending a garden. Ignore it, and the weeds take over.
Reel back the ones that got away
Not everyone’s going to call you on the first visit. That’s fine. Use remarketing to follow up with visitors who didn’t convert. Show them ads with limited-time offers, testimonials, or seasonal urgency like “Get Your Roof Ready Before Winter Hits.”
It’s not creepy. It’s strategic. You’re just reminding them that you’re still here, still trustworthy, and still ready to help.
Mix PPC with SEO, because short-term wins need long-term support
Google Ads are great for bringing in leads fast, but you don’t want to rely on them forever. That’s where SEO and Local SEO come in. They build your authority over time and reduce your dependency on paid traffic.
The smart move? Use your PPC data to guide your SEO. If “roof leak repair [city]” converts well in ads, it’s probably worth building a page around that keyword. Let the paid traffic teach you what people actually want.
Google Ads can absolutely work for roofers. But they only work when you treat them like a system, not a slot machine. Keep things targeted, keep testing, and don’t assume Google’s going to do the thinking for you. Because it won’t.
That’s the view from the ground.
We’ll be back soon with more real-world insights.
Until then, keep building.
– Perfect Sites Blog