If you’re a roofer, you know how busy things can get when the season hits. Homeowners are calling, storms are rolling in, and everyone wants help, fast. But if your business isn’t showing up when people search online, you’re probably missing out on some great leads.
That’s where Google Ads for roofers comes in.
This tool helps your business show up at the very top of Google when people search for things like “roof repair near me” or “roofing company in [your city].” And the best part? You only pay when someone clicks your ad.
In this post, we’ll break down how Google Ads works for roofing companies, how to get more qualified leads without wasting money, and what you can learn from local SEO for electricians to help your business grow even more.
If you’re running a roofing business and want more calls, more leads, and more jobs, Google Ads is one of the fastest ways to make that happen. While word-of-mouth and referrals are great, many people turn to Google first when their roof leaks or they need a new one installed. That’s when being at the top of search results really matters.
So, why does Google Ads for roofers make so much sense?
With search engine optimization (SEO), it can take months to climb to the top of search results. But with Google Ads, you can appear at the top almost instantly. When someone types “roofing contractor near me,” your ad can show up right away, even above the organic search results.
Why does this matter? Because people usually don’t scroll past the first few results. If your business is front and center, you’re much more likely to get the call.
Google Ads gives you full control over who sees your ad. You can choose:
Can I advertise in multiple cities? Yes, but make sure you have the staff and resources to serve those areas. You don’t want to waste ad dollars on areas where you can’t take the job.
One of the best things about Google Ads is that you decide how much to spend. Whether you have a small budget or a big one, you can set:
Will I get results with a small budget? Yes, if you target your ads wisely. Even a few hundred dollars can go a long way if you’re focused on your local area and using smart keywords.
People who click on your roofing ad are usually ready to act. They aren’t casually browsing, they’re searching for help. That means they’re more likely to call, request a quote, or book your services.
Is it better than advertising in the newspaper or on a billboard?
It depends on your audience, but Google Ads gives you better tracking and better targeting. You can see what’s working, what’s not, and adjust your campaign as you go.
Setting up a Google Ads campaign isn’t as hard as it sounds, but having a plan makes all the difference. If you follow the steps below, you’ll be off to a strong start and set up to attract real, paying customers.
Keywords are the terms people type into Google when looking for a roofer. These are the words and phrases you want your ad to show up for.
Examples of good roofing keywords:
Where can I find the best keywords? Use tools like Google Keyword Planner or paid tools like SEMrush or Ahrefs. They’ll show you how often people search for certain terms and how competitive those keywords are.
You don’t want to pay for clicks from people who live too far away. Google Ads lets you target specific locations, so your ad only shows up in areas you serve.
You can target:
Can I block certain areas? Yes. You can exclude areas where you don’t want your ads to appear, which helps avoid wasted clicks and budget.
Once your keywords and locations are set, it’s time to write your ad. Keep your message short, clear, and focused on what makes your business stand out.
Here’s what to include:
What makes a good headline? Use action words and include your keyword. For example: “Emergency Roof Repair in West Palm Beach” or “Affordable Roof Replacement – Free Estimates.”
And don’t forget a call to action (CTA). Examples include:
Ad extensions give you extra space to share helpful information without costing more. They can increase your click-through rate and help your ad stand out.
Some useful ad extensions for roofers:
Do I need to set these up manually? Yes, but Google makes it easy to add them when creating your ad. They’re optional but highly recommended.
Don’t send people to your homepage. If your ad is about roof leak repair, send them to a page that talks about roof leak repair.
Your landing page should:
Why does this matter? Because the more helpful and focused your landing page is, the more likely someone will take the next step, like calling you or filling out a form. This also lowers your cost per lead and improves your quality score on Google Ads.
Roofing jobs bring in great revenue, but let’s be honest, running Google Ads during peak season can get competitive. If you’re not careful, you could spend a lot of money without seeing many results. That’s why it’s so important to have a smart plan for your advertising budget.
Whether you're working with $200 a month or $2,000, the goal is the same: spend wisely and bring in quality leads. Here’s how to do just that.
Negative keywords tell Google which searches you don’t want your ads to show up for. This helps avoid clicks from people who are not actually looking to hire a roofer.
For example, if someone searches for:
...those are not your ideal customers. By adding words like “DIY,” “jobs,” or “classes” to your negative keyword list, your ads will skip those searches, saving you money.
How do I find negative keywords? Start by looking through your search terms report in Google Ads. You’ll see exactly what people typed before clicking your ad. If you spot any irrelevant terms, add them to your negative keyword list.
Google Ads lets you set a daily budget that controls how much you spend per day. This is one of the easiest ways to make sure you never go over your total monthly advertising spend.
Example: If you want to spend $600 a month, you could set a daily budget of $20. That way, you won’t accidentally burn through your entire budget in the first week.
What if my ad does really well one day, will it go over my limit? Google may allow a campaign to go slightly over your daily budget on a high-performing day, but it balances out so you never spend more than your monthly cap.
One of the biggest advantages of using Google Ads is that you can track everything, from clicks to phone calls to form submissions.
To get the full picture, make sure you’re using:
How do I know if an ad is working? If it’s bringing in leads at a cost that makes sense for your business, it’s working. Keep an eye on your cost per lead and the quality of those leads. If you're spending $100 to get one new roofing customer worth $5,000, that's a good return.
You don’t need a massive budget to get results. The key is being targeted, testing what works, and cutting what doesn’t. Roofers who take the time to optimize their ads often get more from their budget than those who just set it and forget it.
Roofers and electricians have something in common: most of your customers come from your local area. That’s why local visibility is so important. And while Google Ads gets you fast traffic, combining it with local SEO brings long-term benefits that build over time.
Electricians often rely on local SEO to show up in Google’s local map pack, the section with business listings, reviews, and a map. Roofers can do the exact same thing.
Here’s how:
This free tool helps your business show up on Google Maps and in local search results. Make sure your profile includes:
Positive reviews not only build trust, they also help you rank higher in local search. After every job, ask happy clients to leave a review. You can even send them a direct link to make it easier.
Tip: Respond to every review, even the short ones. It shows you’re active and care about your reputation.
Sites like Yelp, Angi, and local chamber of commerce listings can improve your online presence. Just make sure your contact info is the same across every listing.
Instead of just saying “roof repair,” say “roof repair in [your city or region].” This helps search engines connect your services to people searching in your area.
What’s the benefit of doing all this? When you combine a well-run Google Ads campaign with strong local SEO, your business shows up in both the paid ads and organic listings, which means more visibility, more clicks, and more trust from potential customers.
Google Ads can work really well, but it can also drain your budget if not done right. Here are a few common mistakes roofers make (and how to avoid them).
Broad keywords like “roofing” or “contractor” might sound good, but they often bring in unqualified clicks. These could be people researching, shopping around, or not even looking for roofing services in your area.
Fix: Use more specific keywords like “emergency roof repair in [city]” or “licensed roofer near me.”
If someone clicks your ad and lands on a page that loads slowly, looks outdated, or doesn’t have a clear way to contact you, they’ll probably leave. That means you just paid for a wasted click.
Fix: Create fast landing pages, mobile-friendly, and focused on the exact service your ad is promoting.
Most people search for services like roofing on their phones. If your site isn’t mobile-friendly, you’re missing out.
Fix: Make sure your website looks good and works smoothly on phones and tablets.
Don’t assume your first ad will be your best. Always test multiple versions to see what gets the most clicks and leads.
Fix: Try different headlines, calls to action, and offers. Google Ads lets you rotate them automatically to find the best performer.
To know if your campaign is actually bringing in results, you need to track the right numbers. Here are the key ones:
This shows how many people saw your ad and clicked on it. A higher CTR usually means your ad is relevant and appealing.
Good to know: The average CTR for home services is around 2-6%, but great ads can go higher.
This tells you how many of those clicks turned into leads, like phone calls or form submissions. If lots of people are clicking but not taking action, something may be wrong with your landing page or offer.
This is how much you're spending to get one customer to contact you. It helps you decide if your ads are profitable.
Example: If you spend $500 on ads and get 10 leads, your cost per lead is $50.
This tells you how often your ads are showing compared to your competitors. A low impression share could mean your budget is too small or your bids are too low.
Want to take your roofing business to the next level this season? Reach more local homeowners, get better leads, and stretch your budget with a smart Google Ads strategy. Contact THAT Agency to get started, we’ll help you set up a campaign that works for your business goals and your budget.
Running ads on your own is possible, but it’s not always easy. If you want to make the most of your time and budget, working with a digital marketing agency like THAT Agency can be a game changer.
They know how to build strong ad campaigns, create landing pages that convert, and optimize everything to get you more leads without wasting money. It’s like having a full team focused on getting you results, while you focus on doing great work for your customers.
This is the season to grow your business. With Google Ads for roofers, you can reach more homeowners, book more jobs, and keep your schedule full. Add in smart strategies from local SEO for electricians, and you’ll be in a strong spot both online and off.
Want help getting started? Contact THAT Agency to learn how we can build a campaign tailored to your roofing business. Let’s turn clicks into customers, starting today.
Tags: PPC, Google Analytics, PPC Management, pay per click, 2025 Marketing Trends, Google Ads
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