If you’re a roofing contractor looking for immediate, high-intent leads, Google Ads is one of the most powerful tools at your disposal. With the right setup, your roofing company can appear at the top of Google’s search results the moment a homeowner looks for services like “roof repair near me” or “emergency roof replacement [city].”
In this guide, we’ll walk you step-by-step through how to set up your first Google Ads campaign for roofing services so you can start generating leads that convert into paying customers.
Why Google Ads Works So Well for Roofers
Google Ads (also known as PPC or pay-per-click) is a perfect match for roofers because it targets high-intent homeowners who are already searching for what you offer. Unlike social media ads that create interest, Google Ads captures people already in buying mode.
Want a deeper understanding of how PPC works in roofing? Check out What Is Google PPC and How Can Roofers Benefit From It?.
Step 1: Set Up Your Google Ads Account
- Go to ads.google.com and sign in with your business Gmail account.
- Click “New Campaign” and choose “Expert Mode” for full customization.
Step 2: Choose the Right Campaign Goal
Google will prompt you to select a campaign goal. For roofing companies, the best choices are:
- Leads: Drive calls or form submissions from potential customers.
- Website traffic: Useful if you’re sending visitors to a high-converting landing page.
- Local store visits: If you operate a showroom or want foot traffic.
We recommend starting with the “Leads” objective if your goal is to book roof inspections, estimates, or repairs.
Step 3: Select a Campaign Type
Choose “Search” as your campaign type. This allows your ads to show up on Google’s search results when homeowners type in relevant queries.
You can ignore Display or Video campaigns for now—Search is where you’ll see the fastest return on investment for roofing services.
Step 4: Set Your Target Location
You want your ads showing only to people in your service area. Under “Locations,” select:
- Specific zip codes
- Cities you serve
- A radius around your business address (e.g., 25 miles)
Be sure to choose “People in or regularly in your targeted locations” under location options to avoid wasting budget on out-of-area traffic.
Step 5: Define Your Daily Budget and Bidding Strategy
Start with a daily budget of $30 to $100, depending on your market size and competition. Choose “Maximize Conversions” if you have conversion tracking set up, or “Maximize Clicks” if you’re just getting started.
You can always switch to manual CPC bidding later once you understand your cost-per-click and cost-per-lead benchmarks.
Step 6: Choose the Right Keywords
This is one of the most important parts of setting up your campaign. You want to target keywords that show high buying intent. Examples include:
- “roof repair near me”
- “emergency roofing [city]”
- “roof replacement estimate”
- “hail damage roofer”
- “roof insurance claim help”
Avoid generic terms like “roof” or “shingles”—they’ll waste your budget. Use keyword match types to control how your ads show:
- Exact match: [roof repair near me]
- Phrase match: “roof replacement in Houston”
- Broad match modifier (legacy): +roof +repair +Austin
Also add negative keywords to filter out irrelevant traffic (e.g., “DIY,” “job openings,” “cheap,” “materials”).
Step 7: Write Click-Worthy Ads
Each ad consists of headlines, descriptions, and display URLs. Follow this formula:
- Headline 1: Roofing in [City] – Free Estimates
- Headline 2: Storm Damage? We’re Local & Trusted
- Headline 3: Call Now or Book Online
Description: Fast, reliable roof repair and replacement. Licensed, insured, and 5-star rated. Book your free inspection today.
Use ad extensions to increase your visibility and click-through rate. We recommend:
- Call extensions: Add your phone number for instant calls.
- Sitelinks: Link to service pages like “Roof Replacement” or “Insurance Claims.”
- Location extension: Show your business address if applicable.
Step 8: Link to a High-Converting Landing Page
Your ad should not send traffic to your homepage. Instead, create a dedicated landing page focused on one clear offer. The best roofing landing pages include:
- A benefit-driven headline
- Before-and-after project photos
- Trust badges, reviews, or certifications
- A short contact form (Name, Phone, Zip, Roofing Need)
- Click-to-call button or call tracking number
Need help building one? Learn more about our Google PPC for Roofers services and how we build high-converting landing pages from day one.
Step 9: Set Up Conversion Tracking
You must be able to track which ads are turning into leads. Use:
- Google Ads conversion tracking: For form submissions or button clicks.
- Google Tag Manager: To manage multiple tags more easily.
- Call tracking numbers: Services like CallRail or WhatConverts work great.
Without conversion tracking, you won’t know which keywords or ads are working—and you’ll waste money optimizing the wrong things.
Step 10: Launch, Monitor, and Optimize
Once your campaign is live, give it at least 5 to 7 days to gather data. Then start reviewing performance:
- CTR (Click-Through Rate): Aim for 5% or higher
- CPC (Cost Per Click): Roofing averages $7–$25 depending on your market
- Conversion Rate: 15–30% is strong for roofing landing pages
- Cost Per Lead: Target $50–$150 per qualified lead
Pause underperforming keywords and ads. Test new headlines, offers, and landing page elements weekly.
Common Mistakes to Avoid
- Sending traffic to your homepage: It’s not built to convert—use a landing page.
- No negative keywords: This leads to wasted spend.
- Not tracking conversions: If you can’t measure results, you can’t improve them.
- Too many services in one campaign: Split roof repairs, replacements, and insurance claims into separate ad groups.
Final Thoughts: Google Ads Can Drive Real Roofing Leads—Fast
Setting up your first Google Ads campaign may seem intimidating, but it’s one of the fastest ways to generate quality roofing leads—especially if you do it the right way from the start.
Target the right keywords, use a conversion-focused landing page, and monitor your performance. If you do, you’ll have a scalable lead generation engine you can rely on year-round.
Apply to work with HOWL and let us build and manage a Google Ads campaign that delivers booked inspections, not just clicks.