Google Ads for roofing companies
Google Ads for roofers, from storm repair to a new roof
A leaking roof after a storm and a new roof next spring are different searches. We build a campaign for each, inside the area you cover.
A roofer's work comes in two waves. After a storm, people search for someone who can come today and stop the leak. In calmer months, homeowners compare quotes for a new roof, a flat roof or insulation. Google Ads reaches both, but not with the same campaign, the same budget or the same ad.
This page shows how we set up Google Ads for roofing companies: the split between repairs and projects, how to keep the budget in your area, what to measure and what to say in the ad.
An urgent roof repair search with an ad on top
- A problem, not a tradePeople search for their leak, not for a roofer. The ad answers the problem in their own words.
- Lead sites bid tooQuote marketplaces buy the same keywords. You win with your own page and photos of real jobs.
- Weather drives demandSearches jump after a storm. A budget that can grow that week gets more out of the same month.
An example of what we can build, with made-up names.
Repairs and projects apart
| Repair campaign | Project campaign | |
|---|---|---|
| Searches | roof leak repair, storm damage roof, slipped tiles | new roof cost, flat roof replacement, roof insulation |
| Timing | right after wind or rain, evenings and weekends | daytime, spread over weeks |
| Ad | call button, area, how fast you come | quote form, photos, guarantee |
| Result | a call | a quote request or site visit |
| Bid | higher, small area | lower, wider area |
Splitting them means a storm does not eat the budget for project work, and a quiet week does not waste money on repair words no one is searching. You can raise the repair budget when the forecast turns and lower it when the calls stop.
Storm days and your budget
Search volume for roof repairs jumps after a storm and drops a week later. Ad scheduling and a daily budget that you can raise quickly keep you visible on those days. If you cannot take more jobs, lower the budget or pause the repair campaign instead of taking calls you cannot answer; a missed call is a lost lead and a review risk.
Keep the area tight
Set the location option to presence, so only people in your area see the ad, and draw the area you can reach the same day for repairs. For projects you can go wider. Exclude the words that bring the wrong clicks.
| Exclude | Why |
|---|---|
| jobs, roofer salary, apprenticeship | job seekers |
| diy, how to fix, video | do-it-yourselfers |
| roof rack, roof box, car | a different kind of roof |
| shed felt, garden | small DIY jobs you may not want |
The first month for a roofing company
- Calls and forms measuredCalls from the ad and the site, and quote forms, count as conversions.
- Two campaignsRepairs and projects apart, each with its own budget and words.
- Area and hoursPresence only, a tight radius for repairs, hours that match when someone answers.
- Search terms each weekNew negatives every week until the waste stops.
- Budget follows the weatherRaise repair spend when storms hit, lower it when calls drop.
Quote requests without a phone call
For project work, many homeowners prefer to send a few details before they talk. A lead form asset lets them do that from the ad, with name, phone and postcode. It is quick, but the leads are often colder than a form on your site. Follow them up the same day, and compare the share that becomes a quote with your site form before you move budget.
What the ad should say
Roofing ads work when they answer the worry. For a repair: will you come, how fast, are you local. For a project: what does it cost, what guarantee do I get, can I see your work. A responsive search ad lets you test headlines like "Roof Leak? Out Today in Leeds" next to "New Roofs With a 10-Year Guarantee", if that guarantee is real and on your site. See more patterns in Google Ads examples.
Avoid claims you cannot prove, such as "best roofer in the county". Google rejects some of them, and advertising rules apply to search ads as much as to a flyer.
The page behind the ad
A repair click lands on a page with your number at the top, your area, photos of repairs and reviews. A project click lands on a page with examples, a rough price range if you can give one, and a short form. A roofing website built around those two pages makes every click work harder. For a single campaign page, see landing page design.
Measuring what a job costs
Track calls longer than a minute, form submissions and booked visits, and give each a value if you know your average job size. Then you can see which campaign brings work and which only brings clicks. The Google Ads budget calculator shows what your budget buys, and the Google Ads cost guide explains the price per click. Tag links in your newsletter or Facebook posts with the UTM builder, so you see all sources side by side.
Reviews and the map
Most people who search for a roofer also look at the map, where your Google Business Profile shows your reviews, photos and hours. A strong profile makes your ad more credible, and location assets can show your address and distance in the ad itself. Ask every happy customer for a review with a short link from the review link generator; our guide on how to get more Google reviews shows when and how to ask.
Roofing words and what they are worth
| Search | Intent | Typical value |
|---|---|---|
| roof leak repair near me | urgent, will call now | small job, often leads to more work |
| storm damage roof | urgent, may involve insurance | repair, sometimes a full replacement |
| flat roof replacement | planned, compares quotes | large job |
| new roof cost | early research | large job, long decision |
| gutter cleaning | small, price driven | low value, decide if you want it |
Searches like "new roof cost" bring people early in their decision. They click, read and leave. That is fine if your page offers something useful to come back to, such as a clear price range or a guide to choosing a roof, and if you count the right things with a Google Analytics 4 setup that tracks forms and calls: a quote request is a lead, a page view is not.
Common mistakes in roofing accounts
- Repair and project words in one campaign, so a storm drains the budget.
- Ads running when no one can answer the phone.
- An area wider than you can drive in a day for repairs.
- No negative keywords for car roof racks and sheds.
- Clicks counted as success instead of calls and quotes.
Questions from roofers
Should I advertise in winter?
Yes, for repairs, with a budget you can raise after a storm. Project campaigns often do better in spring and early summer.
Can I target a single town?
Yes. Draw a radius or pick towns, and set the location option to presence so only people there see the ad.
Google Ads
How VBS sets up roofing campaigns
We build the two campaigns, set the area and the hours, and measure every call before we raise a budget, the same order we used for Park & Wash, where the Meta pixel with Contact and Lead events came with the site. Management is part of our Google Ads service. For quoting and job software, see roofers; plumbers who work next to roofers will find the same approach in Google Ads for plumbers.
More roofing work from Google?
Tell us your area and whether you want repairs, projects or both. We tell you where to start.
Rather get in touch right away?