If you're running Google Ads for your roofing company, one of the most powerful yet underused tools at your disposal is the call extension. For roofers, where every lead counts and timing is everything, call extensions can dramatically improve the efficiency of your campaigns and the volume of qualified calls you receive—especially from mobile users.
In this article, we'll cover what call extensions are, how they work, and the biggest benefits of using them in your roofing Google Ads campaigns.
What Are Call Extensions?
Call extensions are a type of ad extension in Google Ads that allow you to display your business phone number alongside your search ad. When users see your ad—especially on mobile—they can tap the phone number to call your business directly without visiting your website first.
This simple feature shortens the buyer’s journey and gets your phone ringing faster.
How Call Extensions Work in Roofing Campaigns
When you add a call extension to your ad, Google will show your number under your headline (depending on ad rank and space). On mobile devices, the number appears as a clickable button—triggering a phone call instantly.
On desktop, users can still see the number and call it manually. You can also enable call tracking to monitor the number of calls, duration, and call quality—all within your Google Ads dashboard.
Top Benefits of Call Extensions for Roofing Companies
1. Increase Inbound Calls from High-Intent Leads
Homeowners searching for roofing services—especially after a storm or during a leak—often prefer to call directly rather than filling out a form. Call extensions allow you to capture these urgent leads while they’re actively looking for help.
Example searches that lead to calls:
- “roof repair near me”
- “emergency roofing contractor”
- “hail damage roofer in [city]”
With a call extension in place, these searches turn into phone calls in seconds.
2. Reduce Friction in the Buyer’s Journey
Every extra step a user has to take—clicking a link, filling out a form, waiting for a response—reduces the chance they’ll convert. Call extensions remove that friction by providing a one-click path to direct contact.
For urgent needs (like storm damage or active leaks), this shortcut can be the difference between landing the job or losing it to a competitor.
3. Improve Mobile Conversion Rates
More than half of local roofing searches happen on mobile devices. Call extensions capitalize on this behavior by turning mobile impressions into instant calls.
In fact, ads with call extensions often see:
- Higher click-through rates (CTR)
- Lower cost per conversion
- Faster lead qualification
If your roofing business relies on phone calls to book estimates or inspections, this extension is essential.
4. Boost Ad Visibility and Quality Score
Google rewards ads that use extensions by giving them more space and a better chance of showing up in top positions. This means your ad stands out with a larger footprint—pushing competitors further down the page.
Plus, increased engagement from call extensions can improve your Quality Score, helping reduce your cost per click over time.
5. Enable Call Tracking and Lead Attribution
Google allows you to use dynamic forwarding numbers to track calls generated by your ads. This gives you insights like:
- How many calls came from ads
- Which keywords generated those calls
- Average call duration
By enabling call reporting, you can fine-tune your targeting and bidding strategy based on what’s actually working—not just clicks and impressions.
6. Customize Call Availability by Time or Day
You can schedule call extensions to only appear during your business hours. This prevents missed calls and ensures you’re only paying for leads you can actually respond to in real time.
Pro tip: If you use a 24/7 answering service, keep your call extension running around the clock to capture after-hours emergencies.
Best Practices for Using Call Extensions in Roofing Ads
- Use a local or tracked number: Avoid toll-free numbers. A local number builds trust.
- Enable call reporting: Track call metrics directly in your Google Ads dashboard.
- Sync with your CRM: Use call data to match calls with closed jobs and ROI.
- Set up call-only campaigns: For mobile users, you can create ads that only allow calls, with no website click option.
- Write call-friendly ad copy: Use CTAs like “Call Now for Fast Service” or “Book a Free Roof Inspection by Phone.”
How HOWL Uses Call Extensions to Drive Roofing Leads
At HOWL, we build roofing ad systems that do more than generate clicks—we generate calls that convert.
Our Google Ads campaigns include:
- Click-to-call extensions optimized for mobile
- Local tracking numbers for lead attribution
- Custom call scripts for phone answering teams
- Automated follow-up sequences triggered by missed calls
Combined with intent data and geo-targeting, call extensions help our clients capture more high-value leads—when urgency and intent are at their highest.
Final Thoughts: Every Missed Call Is a Missed Opportunity
Call extensions are a simple, powerful way to increase conversions from your Google Ads—especially in a service-based industry like roofing. They help you get in front of homeowners at the perfect moment: when they’re ready to talk, not just browse.
Apply to work with HOWL and let us build you a Google Ads strategy that gets your phone ringing, your calendar booked, and your business growing—powered by smart features like call extensions that actually make a difference.