If you’re running Google Ads for your roofing company, using ad extensions is one of the easiest ways to improve performance—without increasing your budget.
Ad extensions give your ads more real estate, more clickable options, and more reasons for homeowners to call you instead of the next roofer on the page. They boost visibility, credibility, and click-through rates—and when used correctly, they drive more roofing leads at a lower cost per click.
In this article, we’ll break down what ad extensions are, why they matter, and how to use them effectively in your roofing PPC campaigns.
What Are Ad Extensions?
Ad extensions are additional pieces of information that appear beneath your main Google ad. These can include links to specific pages, your phone number, service offerings, business location, or even review ratings.
They expand your ad, making it larger and more useful to potential customers. Google rewards this with better ad placement and a lower cost per click—because the ad is more helpful to the user.
Key benefits of ad extensions:
- Increased visibility in search results
- Higher click-through rates (CTR)
- More qualified traffic to the right landing pages
- Better Quality Scores and lower CPC
Why Ad Extensions Matter for Roofing Companies
Homeowners searching for roof repair, replacements, or storm damage help want quick, relevant answers. Ad extensions allow you to serve those answers directly in the ad—without making them dig through your website.
Roofers who use extensions correctly stand out with:
- Click-to-call buttons for mobile users
- Direct links to service pages (like “Roof Replacement” or “Free Inspection”)
- Visible trust factors like reviews and location
- Faster routes to conversion
And since most of your competitors are still running plain, unoptimized ads—you gain a major advantage just by using the tools already available.
Types of Ad Extensions Roofers Should Be Using
1. Sitelink Extensions
Sitelinks let you add clickable links below your main ad headline that point to other important pages on your website.
Examples for roofers:
- Roof Replacement
- Storm Damage Inspection
- Financing Options
- About Us / Meet the Team
Why it works: It gives homeowners multiple entry points to engage with your brand based on their specific needs.
2. Call Extensions
Call extensions display your phone number alongside your ad. On mobile, this becomes a click-to-call button, letting users connect instantly without visiting your website.
Why it works: Roofing is an urgent need. Many leads prefer calling directly. You want to make that action as easy as possible.
3. Location Extensions
Location extensions show your business address, letting nearby homeowners know you’re a local contractor they can trust. It also links your Google Ads to your Google Business Profile.
Why it works: Local trust matters. Homeowners are more likely to call a roofer they know is close by and active in the community.
4. Callout Extensions
Callouts are short pieces of text (25 characters max) that highlight key benefits or offerings.
Examples:
- Free Roof Inspections
- Insurance Claim Help
- $0 Down Financing
- 25-Year Workmanship Warranty
Why it works: Adds instant credibility and value propositions without needing to rewrite your main ad copy.
5. Structured Snippet Extensions
Structured snippets let you list categories of services under predefined headers like “Services” or “Types.”
Example: Services: Roof Replacement, Storm Repair, Gutter Installation, Emergency Tarping
Why it works: Gives users a fast overview of your capabilities without clicking—helpful when you're bidding on broad roofing terms.
6. Lead Form Extensions (Google Ads Only)
With lead form extensions, users can submit their contact info directly from the ad without visiting your website.
Why it works: Great for mobile-first users and top-of-funnel lead generation campaigns—especially when paired with offers like free estimates or storm inspections.
Best Practices for Using Ad Extensions in Roofing Campaigns
1. Customize by Campaign Type
If you're running separate campaigns for services like storm damage, replacements, or commercial roofing, create unique extensions for each.
This increases ad relevance and improves Quality Score—which lowers your cost per click and boosts conversions.
2. Keep Sitelinks and Callouts Updated
Review your extensions monthly to ensure promotions, seasonal offers, or service changes are reflected. Outdated content can lower trust and hurt performance.
3. Write for Mobile First
Over half of roofing traffic comes from mobile. Keep your extensions short, clear, and high-impact—especially callouts and sitelinks.
4. Use All Available Extensions
Google rewards ads that use multiple extensions by increasing their size and priority in search results. Don’t just add one—add as many as are relevant to your ad and landing page.
5. Test and Track
Monitor which sitelinks and callouts get the most engagement. Swap in new ones and retire low performers to improve over time.
How HOWL Uses Ad Extensions to Maximize Roofing Leads
At HOWL, we don’t just set up Google Ads and let them run. We build smart, conversion-optimized ad systems—including full extension stacks that amplify every campaign.
Our PPC strategy includes:
- Custom sitelinks for each roofing service type
- Click-to-call extensions synced with local tracking numbers
- Location extensions tied to active Google Business Profiles
- Rotating callouts for seasonal promos and warranties
- Ongoing A/B testing of ad copy and extensions
The result: Lower CPC, higher CTR, and more booked roofing jobs in your service area.
Final Thoughts: Ad Extensions Are a Free Upgrade—Use Them
Google gives you ad extensions for free—and they take minutes to set up. If you’re not using them, you’re leaving valuable real estate and leads on the table.
Whether you’re running a campaign for roof repairs, storm response, or replacements, ad extensions give you more chances to convert clicks into customers—without spending more.
Apply to work with HOWL and let us build you a roofing PPC system that uses every available advantage—from ad extensions to targeting and beyond—to generate real, exclusive roofing leads that turn into booked jobs.