Roofing companies rely on regularly getting a steady stream of new leads to stay profitable. Google Ads is one of the fastest and most reliable ways to generate roofing leads.
With the right setup, you can dominate search results and get quality leads in your service area. This is especially true for startups that want to reach out more, and also for established businesses to retain their identity.
Read on for a detailed guide to help you get started with roofing leads generation using Google Ads.
Google Ads is a platform that helps you appear at the top of search results.
When someone searches for “roof repair near me” or “best roofer in [city],” your ad can be the first thing they see, provided you use the right keywords in your ads. This puts your roofing business directly in front of people who are ready to hire.
Create a new campaign in Google Ads using the “Leads” goal. Select Search Network only for targeting. This gives you full control and focuses only on people who are using Google search to find roofing help.
Pro Tip: Use accurate zip codes or a radius around your office. Focus only on areas where your team can quickly respond.
For the best results, invest in a powerful Ads Optimizer Tool that does all the work for you in identifying real roofing leads and show what ads perform best. Based on this, you can dedicate your budget to only these ads that will get you more leads that will likely convert.
Remember, ads optimized = budget optimized.
Use keywords that look attractive to someone who’s looking to hire a roofer immediately. Avoid broad, vague keywords that will likely waste your budget.
Best examples of roofing leads generation keywords:
Include variations like “roofer in [city name]” or “flat roof specialist near me.” These are strong intent signals. And this, of course, depends on your offerings, based on which you can modify them to be more relevant.
Pro tip: Avoid keywords like “how to fix a roof” or “DIY roof repair” that attract researchers more than buyers.
To use the right keywords and figure out the right keywords to begin with, opt for an SEO Tool that offers a custom keyword crawler. With relevant keywords, not only your ads will perform better, your website’s SEO score will also improve with time, organically.
Your ads must be simple, clear, and focused on roofing leads. Show your potential leads what you offer and how fast you can help.
Headline Examples:
Description Tips:
Use ad extensions to include phone numbers, location, and site links.
Pro tip: once the leads follow CTAs, do what must be done quickly. For instance, if they click on “Call now,” be available to respond within a ring.
Don’t send traffic to your homepage. Rather, create a landing page that’s carefully designed for roofing leads generation.
Must-Have Features:
Pro tip: A good landing page converts 15–25% of clicks into real leads. Test different headlines, images, and form layouts to improve.
Opt for a powerful A/B Test Platform that identifies user segments, based on which you can create custom offers (through user segment incentives) that are more targeted. This will lead to higher conversions.
Track every call and form submission from your Google Ads.
Create a conversion action in Google Ads for:
This helps you understand what’s helping you bring in more roofing leads.
The right approach is to begin with manual bidding so you can control your cost per click (CPC). Aim to pay less per click, depending on your market. Once you gather enough conversions (at least 30+), switch to “Maximize Conversions” or “Target CPA” bidding. Let Google optimize based on your goals.
If you’re getting junk leads, immediately pause low-performing keywords and ads. Always check your search terms report to remove the irrelevant traffic.
Negative keywords are your secret weapon to moving irrelevant traffic out of the way.
Add these common roofing negative keywords:
Pro tip: Update your negative keyword list weekly. This saves your budget and improves lead quality.
Only show your ads to potential roofing leads when your team is available to take calls. Leads are most valuable when answered live.
Set your ad schedule to weekdays from 8 AM to 6 PM.
(Optional: Saturday mornings if you take weekend calls.)
Pro Tip: Avoid late-night clicks. They rarely convert and eat your budget.
Add location extensions to show your office address in ads. Adding the proof of a physical office always builds trust.
Add call extensions so mobile users can call you with one tap. Again, set them to only show during office hours.
More calls = more roofing leads.
Check your campaign performance every week to stay on top of the game.
What to track:
What action to take:
Use remarketing ads on Google Display Network. Show banner ads to people who previously clicked but didn’t submit a form.
Offer something like:
This brings back the same roofing leads and gives you another chance to convert them.
Here’s a basic budget breakdown for local roofing companies:
Campaign Element | Monthly Budget Suggestion |
Google Ads Spend | At Least $1,500 |
Call Tracking Tool | At Least $100 |
PPC Management (Optional) | At Least $1,000 |
For building a landing page, be prepared to spend about $500 to $1000 as this is generally a one-time spend.
That being said, you can further adjust your budgets based on your market, goals, and in-house expertise.
Google Ads can deliver roofing leads fast, but only if done right. Start with strong, relevant, and powerful keywords, write clear ads, and use a landing page that builds trust.
Most importantly, track everything and keep improving weekly. With smart targeting and a good budget, you can expect a higher number of quality leads looking for local roofing jobs.
Empowering businesses to optimize their conversion funnels with AI-driven insights and automation. Turn traffic into sales with our advanced attribution platform.
