Priced on clicks, not roofs
The agency reported cost-per-click and impressions. Nobody could tell you what a booked re-roof actually cost, so on a five-figure job you were flying blind.
GOOGLE ADS · FOR ROOFING
Google Ads for roofers, priced by the booked job
The hail line hits and every homeowner reaches for the phone at once. Search Ads, Local Services Ads, and call-only campaigns built so your shop takes those calls, run on cost-per-booked-job math by a shop managing local-service accounts since 2008.
THE CAMPAIGN SPEC
- Campaign typesSearch, LSA, call-only
- LSA badge setupGoogle Guaranteed
- We measureCost per booked job
- MethodSince 2008
Ad spend goes to Google, not to us. You keep the account and the login.
- Since 2008
- LSA badge setup
- Storm-surge ready
- You own the account
- Cost-per-job math
QUICK FACTS · GOOGLE ADS FOR ROOFERS
At a glance.
The whole engagement on one ticket. Read it in a minute, then bring us the hard questions on the call.
- What it is
- Paid acquisition on Google for roofing companies: Search Ads, Local Services Ads (Google Guaranteed), Performance Max, and call-only campaigns, built so the calls that come in are storm, replacement, and insurance jobs your crew can actually run.
- Timeline
- Campaigns can go live in days once the account, budget, and service area are set. LSA badge screening (roofing license and insurance checks) is on Google's clock and can take a few weeks, so we start it early.
- Investment
- Management is quoted at the strategy call once we see your service area, storm exposure, and target ticket. Ad spend is separate and paid straight to Google. No flat price posted here.
- What you get
- Roofing keyword and negative-keyword lists, ad copy, call-only and LSA setup, a landing page built to convert clicks, budget pacing for storm spikes, and monthly reporting on cost per booked job.
- What's not included
- Organic roofing rankings, on-page SEO, Google Business Profile map-pack work, and AI-search visibility live in other silos. Paid is paid; earned is earned. Those cross-link here, not live here.
- Managed how
- In-house, in Orlando, on a Google Ads and LSA account you own and can log into. No shared agency account you lose the day you part ways with us.
- Who it's for
- Established roofers who need booked calls this week, storm-market shops that flip demand overnight, and owners who tried Ads, got burned on tire-kickers, and want the math run honestly.
- Who it's not for
- Brand-new outfits with no reviews or crew capacity, and owners chasing impressions instead of tracked calls. If nobody answers the phone when a storm hits, paid ads waste money.
PAID ACQUISITION
Google Ads for roofers, measured in booked jobs
When a wind event peels shingles off half a neighborhood, homeowners do not scroll. They open their phone, search roof repair or storm damage roofer, and tap the first result that looks legit. Google Ads for roofers is how your shop becomes that result today, while your SEO is still climbing. The wedge is not the click. It is the booked job, and whether the call was worth what you paid for it.
Roofing makes paid different from most trades, and the difference is the tickets and the timing. A single re-roof is a five-figure job, so a booked call is worth far more than it is for a $150 service visit, which means paid math works when it fails for others. The sales cycle runs long: a homeowner researches, gets estimates, and often waits on an insurance adjuster before they sign, so remarketing and call tracking matter as much as the first click. And demand does not trickle. A storm sends a whole zip code searching at once, then it goes quiet, so the budget has to surge and pull back on cue instead of dribbling out a flat daily cap.
Most agencies bid these same roofing terms, then hand you a dashboard full of impressions and a retainer. We run the other math. What did a booked roof cost, which keywords brought callers who signed, which ones burned budget on people pricing a DIY patch. Local Services Ads put the Google Guaranteed badge above the paid line and charge you per lead, not per click, but only after Google screens your license and insurance. Since 2008 we have managed local-service accounts, so we speak service area, storm surge, and cost-per-job, not vanity impressions.
[ 01 ] THE PROBLEM
Why roofing PPC gets a bad name
Most roofers who call us already tried Ads once. Here is what went wrong.
Paid the DIY and the tire-kickers
Broad keywords with no negatives meant you paid for shingle-repair-video searches, gutter cleaning, and people pricing a patch they will do themselves. Budget gone, crew idle.
Flat budget in a storm market
The account ran a steady daily cap. When the hail line hit and demand spiked, your ads capped out by mid-morning while competitors soaked up the calls, then the budget bled on quiet days.
No LSA badge, no trust
You competed on the paid line while the Google Guaranteed badge sat empty above you. Roofers with the badge and the license screening took the storm call first.
[ 02 ] THE METHOD
What we actually build
Every campaign is wired to roofing demand and your dispatch board.
Local Services Ads setup
We stand up your LSA profile, walk the roofing license and insurance screening for the Google Guaranteed badge, and set lead disputes so you're not paying for junk leads.
Call-only for storm demand
When a storm sends a zip code searching, the ad is the phone number. Scheduled to your hours so the surge of calls rings when someone can book the roof.
Roofing keywords and negatives
We bid storm damage, roof replacement, leak repair, and insurance-claim intent, and write negatives against DIY, gutter, and job-seeker searches that don't book roofs.
Landing pages that convert
Paid clicks hit a page built for one job: roofing, service area, storm and insurance proof, and a phone number above the fold, loading in under 2 seconds.
Cost-per-job reporting
Call tracking ties spend to booked roofs. Monthly, you see what a job cost by campaign and keyword, not a wall of impressions.
Remarketing for a long cycle
The homeowner who clicked but is still waiting on an adjuster gets a reminder as they browse, so a slow insurance job comes back to you, not a competitor.
[ 03 ] THE DIFFERENCE
Run by dispatch, not by dashboard
Be Seen, Contractors!
Receipts, not impressions
- Reported on cost per booked roof, by campaign
- LSA badge screened, budget built to surge on a storm
- You own the account and keep it if we part ways
the churn-and-burn PPC shop
A dashboard and a retainer
- Cost-per-click charts, no line to a signed roof
- Broad match, no negatives, flat cap through a storm
- Their shared account, gone the day you cancel
[ 04 ] DELIVERABLES
What ships with a paid engagement
Account audit or clean build
We inherit and fix your existing Google Ads account or build a fresh one you own outright.
LSA profile and screening
Local Services Ads set up and walked through Google Guaranteed roofing license and insurance verification.
Keyword and negative lists
Roofing bidding on storm, replacement, leak, and insurance intent, with a negative list that blocks the searches that waste spend.
Ad copy and extensions
Search ads and call extensions written in roofing language, with service area, storm response, and hours wired in.
Conversion landing page
A single-purpose page for paid roofing traffic, phone above the fold, loading in under 2 seconds.
Call tracking setup
Tracking that connects a click or a lead to an actual phone call so we can price the booked roof.
Storm budget pacing
Budget rules that surge when demand spikes and pull back when it goes quiet, instead of a flat daily cap.
Monthly cost-per-job report
Plain reporting on spend, calls, and booked-roof cost by campaign, not vanity metrics.
[ 05 ] THE PROCESS
From plan to booked work.
-
WEEK 1
Account Audit
We map wasted spend, weak landing pages, and the searches actually worth buying.
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WEEK 1-2
Build
Campaigns, ad groups, call tracking, and Local Services Ads set up to ring the phone, not just get clicks.
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MONTH 1
Optimize
Search-term pruning, bid tuning, and landing pages that turn clicks into booked jobs.
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ONGOING
Manage
Weekly hands on the account. We spend your budget like it is ours.
-
MONTHLY
Report
Cost per lead and cost per booked job, in plain numbers, no agency spin.
[ 06 ] THE HONEST CURVE
What to expect from paid
Paid is the fast lane, but it is not a slot machine. Roofing calls can come within days; a stable cost-per-job takes a few weeks of tuning as the negative list, bids, and storm pacing settle.
Days
To first live campaigns
Once account, budget, and service area are set
Weeks
LSA badge screening
Roofing license and insurance checks on Google's clock
30-60d
To a settled cost-per-job
As bids and negatives tune to your storm market
0
Vanity metrics reported
We report booked-roof cost, not impressions
[ 07 ] STRAIGHT ANSWERS
What contractors ask us most.
The questions roofers ask before they hand us a budget.
01What's the difference between Google Ads and Local Services Ads for roofers?
Search Ads charge you per click and show as text ads at the top of results. Local Services Ads charge you per lead, show the Google Guaranteed badge above the paid ads, and require Google to screen your roofing license and insurance first. Most roofers run both: LSA for the badge and the trust a homeowner needs before a five-figure job, Search for coverage on the storm and insurance terms LSA doesn't reach. We build and compare them for your market.
02Is PPC worth it for roofers?
For most established roofers, yes, because the tickets are high. When a booked re-roof is worth five figures, you can pay real money for a call and still come out ahead, which is exactly where paid works and where it fails for low-ticket trades. The catch is spending it on roofs, not tire-kickers. That is why we price on cost-per-booked-job and tell you honestly if paid is the wrong lever for your service area.
03How should I run Google Ads for storm season?
You build for the surge instead of a flat daily cap. When a wind or hail event sends a whole zip code searching at once, the budget has to open up so your ads don't cap out by mid-morning, then pull back when it goes quiet so you're not bleeding on slow days. We set pacing rules and call-only campaigns tied to your hours so the storm calls ring when a crew can book them.
04I tried Google Ads before and it didn't work. Why would this be different?
Most burned roofers were sold clicks, not roofs. Broad keywords with no negatives, paid traffic dumped on a slow homepage, a flat budget that missed the storm and bled on quiet days, and no line from spend to a signed job. We rebuild around negatives, call tracking, storm pacing, and a landing page built to convert, then report what a booked roof actually cost. If the numbers still don't work for your market, we tell you to stop.
05What is Google Guaranteed and do I need it as a roofer?
Google Guaranteed is the green badge on Local Services Ads. To earn it, Google verifies your roofing license, insurance, and background, and backs qualifying jobs with a limited guarantee to the homeowner. On a five-figure roof a homeowner is nervous about, that badge wins the call over a competitor without it. We handle the screening setup so you get the badge instead of stalling in it.
06Can Google Ads handle insurance and long sales-cycle roofing jobs?
Yes, and remarketing is why. A homeowner filing an insurance claim often clicks, gets an estimate, then waits weeks on an adjuster before signing. Paid remarketing follows that homeowner as they browse so your shop is the one they come back to when the claim clears, instead of a competitor who caught them on the second search. Call tracking ties the eventual signed job back to the click that started it.
07Do I own the ad account or do you?
You do. We build campaigns inside a Google Ads and Local Services Ads account in your name, and you keep the login. If we ever part ways, the account, the history, and the data stay with you. No shared agency account that vanishes the day you cancel. Ad spend goes straight to Google, and we never mark it up.
08Can paid ads run alongside my roofing SEO?
Yes, and they should. Paid gets the phone ringing this week while SEO and AI-search visibility climb over the next several months. Run together, paid catches the storm surge today and organic lowers your cost per lead over time. We keep them from competing for the same clicks and the same budget.
[ 08 ] WHAT COMES NEXT
What comes next.
The rest of the build works alongside this.
→
Local SEO for Roofers
Own the three map pins a storm-hit homeowner calls, with the profile and reviews that win the calls you shouldn't have to pay for.
→Websites for Roofers
The conversion roofing site your paid clicks deserve, hand-coded and loading in under 2 seconds.
→SEO for Roofers
Organic roofing rankings that lower your cost per lead over time, so paid isn't carrying the whole load.
BOOK YOUR FREE STRATEGY CALL
See if paid is worth it for your roofs
We'll run a free audit of your roofing market and current Ads setup and deliver it in 1-3 business days, with honest cost-per-booked-job math before you spend a dollar.