Roofing is a high-ticket, high-intent vertical — one job can be worth $10,000+, but click costs are also among the highest on Google. A profitable roofing PPC program is disciplined about geography, keyword intent and follow-up speed.
Segment campaigns by job type
- Emergency / storm damage — highest bids, run 24/7, call-focused.
- Roof replacement — mid-intent, layer financing offer.
- Roof repair — steady baseline volume, lowest CPL usually.
- Commercial roofing — separate campaign, longer sales cycle, form-focused.
Storm response playbook
After hail or wind events, search volume for 'roof leak', 'storm damage roofing' and 'insurance claim roof' spikes 5–10x. Pre-built storm campaigns with paused budgets let you turn on capacity within hours instead of building from scratch. Layer geo-fencing around affected zip codes and increase bid caps for 30–60 days.
Insurance and financing angles
'We work with your insurance' and 'financing available' on ad copy and landing pages lift CVR meaningfully. Insurance claim leads convert to sold jobs at higher rates than cash-only leads in most markets.
Local Services Ads
Roofing LSAs are available in most US markets and typically deliver leads at $30–$80 vs. $100+ on PPC. Google Guaranteed status also lifts overall trust — most roofing contractors should run both.
Landing page rules
- Photos of your own crew and finished roofs — not stock imagery.
- Manufacturer certifications (GAF, Owens Corning) as trust signals.
- Financing calculator or estimator above the fold.
- Real Google Reviews with names and neighborhoods.
- 3-field form + click-to-call sticky button.
Speed to lead
Roofing leads decay fast — a lead responded to in under 5 minutes is 3–5x more likely to convert than one contacted in an hour. Wire your form submissions and calls into CRM alerts, and staff the phones during ad hours.
CPL benchmarks
Roof repair leads: $50–$150. Roof replacement leads: $100–$300. Commercial: $200–$500. If your numbers are higher, look at match types, geo waste and landing page speed before adding budget.
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Frequently asked questions
How much should a roofing company spend on Google Ads?
$3,000–$15,000/month is typical for residential roofers, higher for storm-response businesses that scale up temporarily after events.
Do Local Services Ads work for roofing?
Yes — roofing LSAs are available in most US markets and typically deliver leads 30–50% cheaper than PPC while providing a Google Guaranteed trust badge.
What's a good cost per lead for roofing?
$50–$150 for repair, $100–$300 for replacement, $200–$500 for commercial. Storm events temporarily drop CPL as demand outstrips competition.
Should I run Google Ads during storm season only?
No — steady baseline campaigns build your Google account history and quality scores, which lower CPC when demand spikes. Keep a baseline running year-round and scale up during storms.
How fast should I respond to a roofing PPC lead?
Under 5 minutes. Lead-to-sale conversion drops sharply after the first hour — automate SMS confirmation and route calls to a live person during ad hours.
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