If you’re running Google Ads for your roofing business, the keywords you target can make or break your campaign. Most roofers chase after short, broad terms like “roofing contractor” or “roof repair.” But the real gold? It’s in long-tail keywords.
In this article, we’ll explain what long-tail keywords are, why they matter for roofing PPC campaigns, and how they help you generate higher-quality leads at a lower cost.
What Are Long-Tail Keywords?
Long-tail keywords are longer, more specific search phrases that typically contain three or more words. Instead of targeting broad, competitive terms like “roofing,” long-tail keywords look more like:
- “asphalt shingle roof repair in Dallas”
- “emergency roof leak repair near me”
- “storm damage roofing contractor in Phoenix”
These searches show clear intent and give you more context about what the homeowner wants. And when someone types something this specific, they’re usually ready to act—not just browsing.
Why Long-Tail Keywords Work for Roofers
Short keywords bring volume. Long-tail keywords bring quality. Here’s why they matter so much in roofing PPC campaigns:
1. Higher Conversion Rates
Long-tail keywords come from people who know what they want. Instead of someone vaguely searching “roofers,” a long-tail user might type “metal roof installation quote in Austin.”
That’s not just a click—it’s a high-intent lead. These users are closer to booking a job, and they’re more likely to convert when they land on a relevant page that answers their exact need.
2. Lower Cost Per Click (CPC)
Broad terms like “roofing company” or “roof replacement” are expensive because everyone’s bidding on them. Long-tail keywords have less competition, so your cost per click is often much lower—without sacrificing lead quality.
This means you can stretch your ad budget further while getting more qualified leads.
3. Better Ad Relevance and Quality Score
When your ad matches a user’s search exactly, Google rewards you. Long-tail keywords let you write super-specific ad copy that mirrors the search phrase. This increases your Quality Score, which reduces your cost per click and improves your ad rank.
Example:
- Search: “roof insurance claim help in Orlando”
- Ad: “Need Help Filing a Roof Insurance Claim? Get a Free Inspection in Orlando Today.”
This type of relevance improves performance across the board.
4. More Precise Landing Page Matching
Long-tail keywords help you direct traffic to specific service pages rather than a generic homepage. This improves your conversion rate and user experience.
If someone searches “flat roof replacement in Fort Worth,” they should land on a page about flat roof replacement in Fort Worth—not a general list of all your services.
Want to learn more about landing page strategy? Read How PPC Works for Roofers.
5. Helps You Target Niche Roofing Services
Do you offer specialty services like metal roofing, skylight repairs, or commercial roofing? Long-tail keywords help you zero in on those niches without burning your budget on broad, irrelevant clicks.
Examples of niche long-tail keywords:
- “TPO commercial roof repair in Houston”
- “metal roof installation with financing near Atlanta”
- “roof vent repair service in Sacramento”
These are less competitive but often have very high conversion potential.
How to Find Long-Tail Roofing Keywords
1. Use Google Keyword Planner
Inside your Google Ads account, the Keyword Planner tool shows longer, less obvious search terms with estimated volume and cost-per-click data.
2. Review Your Search Term Report
Once your campaign is running, use your search term report to identify real-world long-tail searches that are already converting. Add them as new keywords and create ad groups around them.
3. Use Google Autocomplete
Start typing your core service (like “roof repair”) into Google’s search bar and look at the suggestions. These are real searches people are making, and many of them are long-tail variations.
4. Explore Question-Based Searches
Long-tail keywords often show up as questions:
- “How much does roof repair cost in Denver?”
- “Do roofers work with insurance companies?”
- “Can I replace my roof in winter in Chicago?”
These searches are perfect for ad copy, blog content, or landing page headlines.
How to Structure Your Campaign Around Long-Tail Keywords
For best results, group long-tail keywords into tightly themed ad groups. This allows you to create:
- Highly relevant ad copy
- Matching landing pages
- Targeted offers based on the user’s intent
Example ad group: “Emergency Roof Repair in Dallas” Keywords:
- “emergency roof repair Dallas”
- “same day roofing service Dallas”
- “roofing contractor open now near Dallas”
Write ads and landing page content specifically for this group to maximize Quality Score and conversions.
How HOWL Uses Long-Tail Keywords to Drive Roofing Leads
At HOWL, we don’t chase high-cost, high-volume clicks just to show vanity metrics. We build Google Ads campaigns for roofers that prioritize long-tail, high-intent keywords that convert into booked jobs.
We combine:
- Real-time keyword research
- Intent data signals to spot ready-to-buy homeowners
- Custom landing pages for each keyword group
- Negative keyword lists to filter out low-quality traffic
The result? Lower cost per lead, higher close rates, and a more predictable flow of roofing jobs in your local market.
Final Thoughts: Long-Tail Keywords Are the Backbone of Roofing PPC
If you’re only targeting short, generic keywords in your Google Ads campaign, you’re paying more and getting less. Long-tail keywords let you reach the right homeowner, with the right need, at the right time—while keeping your costs low and your lead quality high.
Apply to work with HOWL and let us build a PPC system for your roofing company that’s powered by long-tail keywords, intent-driven targeting, and real results—not guesses.