Google Ads for roofing companies

Does Google Ads work for roofing companies?

Yes, but it works differently than it does for emergency trades. A roof replacement is a five-figure purchase. The homeowner collects several quotes and may take weeks to decide, so a roofing account produces fewer leads than a plumbing account and each one is worth far more.

That makes lead quality the whole game. A roofer can do well on Google Ads with a modest number of leads a month, provided they are homeowners in the service area with a real roof problem and not renters, material shoppers or people pricing a project two years out.

How much do Google Ads cost for a roofer?

Roofing clicks in competitive markets commonly cost between $10 and $40, and cost per lead is often well above $100. After a hail or wind event both can jump, because every roofer in the region and a wave of out-of-town storm contractors start bidding at once.

Those numbers only mean something next to job value. Paying a few hundred dollars for a lead is reasonable when one in several becomes a full replacement. The same cost per lead is a poor deal if the leads are small repairs you'd rather not run. Judge the account on cost per signed job.

Where do roofing Google Ads accounts waste the most money?

In the search terms report. The usual culprits in roofing accounts are:

• Materials and suppliers: shingle prices, metal roofing panels, roofing nails, big-box store searches
• Do-it-yourself searches: "how to patch a roof leak", "how to install shingles"
• Roofing jobs, salaries, and licensing
• Calculators and cost-research queries from people a long way from buying
• Insurance-claim research with no intent to hire yet
• Commercial or flat roofing, if you only do residential (or the reverse)
• Unrelated products that share the word, like roof racks and RV roofs

Broad match keywords pull most of this in. Tight phrase and exact match keywords plus a maintained negative keyword list remove it.

Should roof repair and roof replacement be advertised separately?

Yes. They are different customers. Repair searches are urgent and lower in value; replacement searches are slower and worth ten times as much or more. Put in one campaign, the cheaper and more plentiful repair clicks soak up the budget and the bidding system learns to chase them.

Separate campaigns let you set a budget and a target for each, write ads that fit the intent, and decide on purpose how much repair work you want. Some roofers run repair ads mainly as a door-opener to replacements, and the account should be built to reflect that choice.

How should a roofing company handle storm season in Google Ads?

Plan for it before it happens. Demand after a hail or wind event is concentrated in specific ZIP codes and lasts a limited time, so the account needs a storm campaign that can be switched on quickly, aimed at the affected area, with budget held in reserve for it. Click prices rise sharply in those weeks. Tight geography and tight keywords matter more then, not less.

Outside storm periods the opposite problem applies: demand is steady but thin, and the risk is paying for research-stage clicks. Seasonal budgeting by month beats a flat daily budget all year.

How do I know whether my roofing leads from Google Ads are turning into jobs?

Google Ads only sees the form fill or the phone call. With a sales cycle measured in weeks, the only way to know what's working is to feed outcomes back in: which leads got an inspection, which got a quote, which signed. This is called offline conversion import, and it can be done from a CRM or even a well-kept spreadsheet.

It matters more in roofing than in any other trade we work with, because lead counts are low and values are high. A keyword that produces few leads but signed replacements is worth more than one that produces many leads and no jobs, and only outcome data can tell them apart.

How does Legacy Point manage Google Ads for roofing companies?

Legacy Point manages Google Ads and nothing else: no websites, no SEO, no social media. The work follows the same pattern in every account:

• Free audit first. Read-only access, a written report of where the money is going, no obligation.
• Flat monthly fee. Never a percentage of ad spend, so there is no incentive to push your budget up.
• You own the account. We work through delegated access that you can revoke at any time.
• Fixed review schedule. The account is reviewed twice a week, and every change is reported in plain English.
• Month to month. Thirty days' notice, no long-term contract.

The founder spent six years inside Google's ads organization before starting Legacy Point. More about who does the work.