If your roofing business wants to show up on Google when homeowners search for services in your area, you need to target the right local keywords. But with so many options—and rising competition—it’s not enough to guess. You need a strategy that focuses on local intent, high ROI, and search relevance.
In this guide, we’ll break down how to find the best local keywords for roofing companies, how to use them in your SEO and Google Ads campaigns, and how to avoid the mistakes that lead to wasted time and poor traffic.
Why Local Keywords Matter for Roofing SEO and PPC
Most homeowners won’t search “roof repair”—they’ll search “roof repair near me” or “roofing company in [city].” That’s where local keywords come in. These are location-based phrases that connect you with customers in your service area, right when they’re searching for help.
When used correctly, local keywords help your business:
- Rank higher in Google’s local map results
- Attract more qualified website visitors
- Generate better-quality leads from nearby homeowners
- Lower your cost per click (CPC) on paid search campaigns
Learn more in What Is Local SEO and Why Is It Important for Roofing Companies?
What Makes a Keyword “Local”?
A keyword becomes local when it includes a geographic modifier (like a city, zip code, or region) or is clearly tied to local intent. These include:
- “roof repair Plano TX”
- “best roofing contractor near me”
- “Dallas emergency roof leak repair”
- “metal roof installation in Austin”
Even without the city name, Google often detects local intent through searches like “roof replacement near me”—so geo-targeting still matters.
How to Find the Best Local Keywords for Roofing
1. Start With Your Services + Location
Make a list of the core services you offer, then pair them with each of your target locations. This simple exercise builds your base keyword list.
Examples:
- Roof repair + Dallas = “roof repair Dallas”
- Shingle replacement + Frisco = “shingle replacement Frisco TX”
- Storm damage roofing + McKinney = “McKinney storm damage roof repair”
2. Use Google Autocomplete
Start typing a keyword into Google (like “roof repair”) and see what Google suggests. These are popular searches people are actually making in your area.
Pro tip: Try “roofing [your city]” or “roof [zip code]” to see hyperlocal suggestions.
3. Use Google Keyword Planner
This free tool from Google Ads helps you discover related keyword ideas, average monthly search volume, and competition levels. Filter by location to see what’s trending in your service areas.
What to look for:
- High relevance to your services
- Moderate to high volume in your area
- Lower competition for cheaper CPC
4. Analyze Competitor Rankings
Use SEO tools like SEMrush, Ahrefs, or Ubersuggest to analyze which keywords top local competitors are ranking for. If they’re showing up for “roof installation Fort Worth,” you should be targeting it too.
5. Look at Your Google Business Profile Insights
Google shows you which queries triggered views of your profile in the local map pack. These are real keywords driving traffic—and they’re already working for you.
Review your insights monthly to identify new keyword opportunities.
6. Leverage Customer Language
Pay attention to the words real customers use in reviews, calls, or contact forms. If they keep saying “hail damage repair” or “leaky roof specialist,” those should be in your keyword list—even if search tools don’t flag them as high volume.
7. Use Long-Tail Local Keywords
Long-tail keywords are longer, more specific phrases with lower competition and higher intent. These often convert better because they match what a ready-to-buy customer is typing.
Examples:
- “best roof replacement company in Arlington TX”
- “licensed roofing contractor for storm damage near me”
- “how much does a metal roof cost in Denton”
Read more in Why Long-Tail Keywords Matter in Roofing PPC Campaigns
How to Organize and Use Your Local Keywords
1. Group by Intent and Location
Segment your keyword list by:
- Service type (repair, replacement, storm damage)
- Location (city, zip code, neighborhood)
- Search intent (emergency, research, ready to hire)
This helps you build smarter ad groups and SEO pages.
2. Build SEO Content Around Local Keywords
- Use keywords in your page titles, H1s, and meta descriptions
- Write location-specific service pages (e.g., “Roof Repair in Plano TX”)
- Create blog posts around questions your audience is searching locally
Need help? Start with How Local SEO Helps Roofers Generate More Leads
3. Use Local Keywords in Google Ads
- Build ad groups for each city or zip code
- Match ad copy to the keyword and location
- Send traffic to landing pages optimized for that area
4. Add Keywords to Your Google Business Profile
- Include services and cities in your business description
- Use local keywords in your review responses and Google Posts
- Ensure services are listed with clear location terms (e.g., “Roof Repair Allen TX”)
How HOWL Finds and Uses Local Keywords for Roofing Clients
At HOWL, we use real-time search trends, intent data, and location-specific performance data to identify the exact keywords homeowners are using in your market. Then we build your SEO and ad campaigns around what actually converts.
Our process includes:
- Geo-targeted keyword research by zip code and service area
- Campaign segmentation by keyword group and city
- Landing pages tailored to local search terms
- Ongoing keyword optimization based on performance
The result? More visibility, better leads, and a higher ROI on every click.
Final Thoughts: The Right Local Keywords Drive the Right Leads
If you want to dominate your service area, show up when homeowners are ready to hire, and stop wasting money on irrelevant clicks—you need a strong local keyword strategy.
Apply to work with HOWL and let us find and use the exact keywords your ideal customers are searching—so you get found, get called, and get jobs.