Google Ads is one of the fastest ways for roofing companies to generate high-intent leads. But before launching a campaign, the big question is: “How much does it actually cost?”
The short answer? It depends on your location, competition, keywords, and how well your campaign is set up. The long answer? You’re in the right place—we’ll break down exactly what roofers should expect to spend on Google Ads and how to make every dollar count.
How Google Ads Pricing Works
Google Ads runs on a pay-per-click (PPC) model. You’re charged each time someone clicks your ad—not when it’s simply viewed. Your cost is determined by:
- Your bid: How much you’re willing to pay for a click
- Quality Score: How relevant your ad and landing page are
- Competition: How many other roofers are bidding on the same keywords
The more relevant and well-structured your campaign, the less you pay per click.
Typical Google Ads Budget Ranges for Roofing Companies
Entry-Level Budget ($1,000–$2,000/month)
- Daily budget of $30–$65
- Focus on one service area or zip code
- Best for testing lead quality and keyword performance
Mid-Level Budget ($2,000–$5,000/month)
- Supports multiple services (repairs, replacements, inspections)
- Daily budget of $65–$165
- More data to optimize landing pages, ad copy, and targeting
Growth-Level Budget ($5,000–$10,000+/month)
- Full market saturation and city-wide dominance
- Daily budget of $165–$330+
- Enables advanced retargeting, call tracking, and A/B testing
Note: These numbers reflect ad spend only. If you’re hiring a marketing agency, factor in a management fee or retainer on top of this.
What Does a Click Cost in Roofing PPC?
In roofing, your cost-per-click (CPC) is typically higher than average because it’s a competitive, high-ticket service. Here’s what you can expect:
- $7–$15 CPC: Roof repair, leak detection, general roofing searches
- $15–$25 CPC: Roof replacement, storm damage, insurance claim-related searches
- $25+ CPC: Emergency roofing, commercial roofing, high-competition metro areas
Want to understand how this compares to Meta Ads? Read What Is the Cost of Running Meta Ads for Roofing Companies?.
What’s a Good Cost Per Lead for Roofers on Google Ads?
On average, roofing companies using Google Ads see the following:
- $50–$100/lead: With a well-optimized campaign
- $100–$200/lead: In competitive cities or without proper landing pages
- $200+/lead: If targeting is too broad or campaign setup is poor
Even at $150 per lead, a roofing job that brings in $8,000 to $20,000+ can make your return on investment extremely strong—especially with consistent follow-up and fast response times.
What Affects the Cost of Roofing Google Ads?
1. Geographic Market
Costs are significantly higher in large metro areas like Dallas, Miami, or Denver than in smaller suburban towns. The more roofers bidding in your area, the more you’ll pay per click.
2. Keyword Intent
Searches like “roofing company near me” or “emergency roof repair” are high intent—and more expensive. Broader searches like “roofing materials” are cheaper but usually lower quality.
3. Landing Page Quality
Your landing page affects conversions and cost per lead. A slow, cluttered page that doesn’t match your ad will waste money. A clean, fast, trust-building page can double your ROI.
Need one built? Learn more about our roofing PPC landing pages.
4. Ad Copy and Relevance
Google rewards ads with high click-through rates and relevance. Strong headlines and matching landing pages reduce your CPC over time.
5. Campaign Structure
Grouping all your services and keywords into one campaign? You’ll get poor performance. Break your campaign into specific ad groups by service type and location to keep things relevant.
How to Lower Your Cost Per Lead on Google Ads
- Use negative keywords: Filter out “jobs,” “DIY,” “cheap,” etc.
- Run mobile-optimized campaigns: Most clicks happen on phones.
- Track calls and forms: Use call tracking numbers and conversion tags.
- Use intent data: Target homeowners already researching roofing. Learn how in Why Intent Data Is the Future of Roofing Marketing.
- Retarget visitors: Use display and YouTube ads to follow up with people who didn’t convert the first time.
Is Google Ads Worth the Cost for Roofers?
Yes—if you’re serious about growth and want a reliable lead source, Google Ads is one of the most effective tools available. But it only works if:
- Your campaigns are properly set up and segmented
- Your landing pages are built to convert
- You follow up with leads quickly
- You track results and optimize regularly
Otherwise, you’ll spend hundreds (or thousands) chasing low-quality clicks and wondering where your budget went.
What to Expect If You Work with HOWL
At HOWL, we specialize in Google PPC for roofing companies who want to scale without wasting ad spend. Our team handles everything from keyword research to ad copywriting, landing page design, conversion tracking, and ongoing optimization.
We also plug in real buyer intent data to get your ads in front of homeowners who are already showing signs of needing a roofer—before your competitors even know.
Final Thoughts: Google Ads Are an Investment, Not an Expense
The cost of running Google Ads for roofing companies varies—but when managed correctly, it delivers a predictable stream of high-quality leads that fuel real growth.
Don’t focus only on what it costs. Focus on what it costs not to show up when homeowners in your area are searching for roofing services right now.
Apply to work with HOWL and we’ll build a roofing PPC system that works harder than any lead broker or boost button ever could.