Better Roofing Leads With Google Ads

The roofing industry is very competitive so generating roofing leads is just as competitive. In the past, roofing companies could depend primarily on door knockers or canvassers and word of mouth referrals to generate new roofing leads to grow their business. But in the digital area, more and more roofing contractors and businesses are turning to online marketing strategies to connect with potential customers, and one of the most effective methods is through Google Ads.

However, creating a successful Google Ads campaign for roofing leads requires a strategic approach because it can be expensive on a per click basis and ineffective if not done properly. In this article, we’ll explore the essential keys to a successful Google Ads campaign tailored specifically for roofing businesses.

roofing leads search terms from Google keyword tool

Keyword Research

The foundation of any effective Google Ads campaign is extensive keyword research. Roofing companies need to identify and target the keywords that potential customers are likely to use when searching for their services. Consider a mix of general and specific keywords to cast a wider net while still reaching your target audience. Tools like Google Keyword Planner can help you discover relevant keywords, estimate their monthly search volumes, and bid range estimates.

roofing leads-Google Ads ad copy text example

Ad Copy

Once you have the right groups of keywords, it’s essential to create compelling ad copy that not only captures attention but also clearly conveys your roofing services’ unique selling points. Focus on highlighting what sets your business apart, whether it’s exceptional customer service, years of experience, certifications, or competitive pricing.

roofing leads-geotargeting map in Google Ads


For roofing businesses, getting the target location is very important. Geotargeting is a crucial element of your Google Ads campaign. By targeting specific geographic areas, you can ensure your ads are seen by people in your service area. This minimizes wasted ad spend on clicks from irrelevant regions. An additional step you can take is to exclude states and areas during the setup process.

roof leads-ad extensions in Google Ads screenshot

Ad Extensions

Utilize ad extensions to provide more information to potential customers directly in the search results. For roofing campaigns, callout extensions are particularly useful for showcasing benefits like “24/7 emergency service” or “free roof inspections.” Sitelink extensions can direct users to specific landing pages on your website, making it easier for them to find the information they’re looking for.

roofing leads-landing page optimization bullet points

Landing Page Optimization

The journey from a Google ad to your website’s landing page is critical. Your landing page should be tailored to convert visitors into leads. It should be fast-loading, mobile-friendly, and contain clear calls to action (CTAs). Consider including forms for visitors to request quotes or schedule appointments in different areas of the website pages. Test different landing page designs and content to see what resonates best with your audience.

roofing leads-Google Ads budget screenshot

Budget Management

Budget management is an integral part of Google Ads success. Set a reasonable daily budget that aligns with your business goals so your campaign will get results but you aren’t overspending. Monitor your campaign’s performance regularly and adjust your budget as needed. Google’s automated bidding strategies can also be useful in optimizing your ad spend.

roofing leads-Google Ads ads scheduling screenshot

Ad Scheduling

Understanding when your potential customers are most active online is vital. Use Google Ads’ ad scheduling feature to display your ads at times when your target audience is most likely to search for roofing services. You can see this information from your website analytics. Using ad scheduling allows your ads to show during hours when potential leads are most likely to convert and to maximize your daily budget.

roofing leads-Google Ads negative keyword list example

Negative Keywords

To avoid wasted ad spend, add negative keywords to your campaign. These are keywords for which you don’t want your ads to appear. For example, if you don’t offer services related to “DIY roofing,” adding “DIY” as a negative keyword will help filter out irrelevant traffic. Other negative words that you may consider adding to your negative keyword list are specific names of roofing companies that you find while doing your keyword research that have enough search volume every month.

roofing leads-Google Ads Quality score and ad relevance screenshot

Quality Score and Ad Rank

Google assigns a Quality Score to each keyword in your campaign based on factors like click-through rate, ad relevance, and landing page quality. A higher Quality Score can result in better ad positioning and lower costs. Improve your Quality Score by improving your landing page where you send people to from your ads, increasing your ad relevance, and managing your keyword bids.

roofing leads-Google Ads recommendations screenshot

Monitoring and Optimization

The work doesn’t stop once your campaign is live. Regularly monitor the performance of your ads, including click-through rates, conversion rates, and cost per lead. Use this data to make informed adjustments to your campaign. A/B testing different ad copies, keywords, and landing pages can help you continuously improve your results.

Using Google Ads is one of the best ways to generate roofing leads because most people don’t know a good roofing company. So when they need one, they “Google” something like “roofing companies near me” from their phone or computer. One way to check this is by looking at the monthly search volumes for roofing search terms for your area. Until people figure out a better way to find a roofer near me when they need one, roofing companies need to use Google Ads to generate roofing leads. A successful Google Ads campaign for generating roofing leads requires a combination of strategic planning, ongoing optimization, and attention to detail. It’s not easy because it’s very competitive and it’s not cheap. But by following the steps outlined in this article, you will be on your way to making it work! 

If your roofing company needs help generating roofing leads with Google Ads or want to learn more about SEO for your roofing website, please contact us today.

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