When it comes to running PPC campaigns for roofing companies, there’s one factor that separates high-performing ads from money-wasters—location targeting. Roofing is a hyper-local service. You don’t want leads from five towns over. You want qualified, in-market homeowners in areas your crews can actually service.
That’s why location targeting isn’t just helpful—it’s essential for PPC success. In this article, we’ll break down what location targeting is, why it matters for roofers, and how to set it up properly to drive more high-quality leads in your service area.
What Is Location Targeting in PPC?
Location targeting (also called geo-targeting) is a feature in Google Ads that allows you to show your ads only to people in specific geographic areas. You can target by:
- City
- Zip code
- Radius around a location
- Regions or counties
For roofers, this means your ads will only appear to homeowners who live or search within the neighborhoods you serve—so you’re not paying for clicks outside your zone.
Why Location Targeting Is Crucial for Roofing PPC
1. Roofing Is a Local Business
You’re not Amazon. You don’t serve all 50 states. You work in specific towns, counties, or metro areas. Without precise geo-targeting, you risk wasting ad spend on areas that you can’t or don’t want to service.
Example: If your crews are based in Plano, there’s no reason your ads should be showing to people in Fort Worth unless you’ve committed to working there.
2. It Reduces Wasted Ad Spend
Every click costs money. If you're getting clicks from outside your service area, you're paying for leads that can't turn into jobs. With location targeting, you ensure every dollar is working for you—not against you.
3. It Improves Lead Quality
Homeowners in your direct service area are more likely to:
- Be familiar with your brand
- Trust local companies over out-of-towners
- Respond to location-based messaging (“Serving Frisco homeowners for 10+ years”)
Geo-targeted PPC campaigns bring in better leads who are more likely to convert.
4. It Boosts Relevance and CTR
Google rewards ad relevance. When your ad copy and targeting match the user’s location, your click-through rate goes up, your quality score improves, and your cost per click goes down.
Bonus: Including the city name in your ad headline increases trust and response rates.
5. It Lets You Prioritize High-Value Areas
Not all zip codes are created equal. Some areas generate larger roofing jobs, higher approval rates, or more storm damage opportunities. Location targeting lets you focus your budget on your most profitable neighborhoods.
Learn more about identifying high-ROI areas in our article on geographic targeting for roofing ads.
How to Set Up Location Targeting in Google Ads
1. Choose “Presence” Over “Interest”
When setting up location targeting, Google gives two options:
- People in or regularly in your targeted location (recommended)
- People interested in your location
Always choose the first option. “Interest” can include people outside your area—like someone in California searching for roofers in Texas. That’s not helpful if you don’t service them.
2. Target by Zip Code or Radius
Zip code targeting gives you the most control, especially if you know which zip codes generate the best jobs. You can also use radius targeting—such as a 20-mile radius around your office—to start broader, then refine over time.
3. Use Exclusions to Avoid Wasted Clicks
Exclude areas you don’t service or that bring in low-quality leads. This is especially important if you’re near major cities or border towns with overlapping service zones.
4. Adjust Bids by Location
Use bid adjustments to increase or decrease how much you’re willing to pay per click in specific areas. Bid higher in neighborhoods with big roofs, newer homes, or better close rates.
How to Use Location Targeting in Your Ad Copy
Once you’ve narrowed your targeting, reflect that location in your messaging. This builds trust and improves relevance.
Examples:
- “Plano’s Trusted Roof Replacement Experts”
- “Frisco Homeowners: Free Storm Damage Inspections”
- “Serving McKinney Families Since 2010”
These hyperlocal ads make homeowners feel like you’re a neighbor—not just another company.
Advanced Strategies for Roofing PPC Geo-Targeting
- Use dynamic keyword insertion to include the city name in your ad headline
- Create landing pages tailored to specific cities or zip codes
- Segment campaigns by region to test performance and control budget by area
- Run storm-targeted campaigns using weather-based location overlays
How HOWL Uses Location Targeting to Generate Better Roofing Leads
At HOWL, we use smart geo-targeting to build PPC campaigns that deliver real results—fast. Our system includes:
- Location-based ad segmentation by zip code, city, and intent
- Custom landing pages for each target area
- Live performance tracking by region
- Ongoing optimization based on lead quality, job size, and revenue by area
We make sure your ads only show up where you actually want to work—so your marketing dollars stay focused and effective.
Final Thoughts: Location Targeting = Higher Quality, Lower Cost
In roofing PPC, location isn’t a detail—it’s the foundation. When you target the right areas with the right message, you attract better leads, close more jobs, and make every marketing dollar count.
Apply to work with HOWL and let us build a location-targeted roofing ad system that delivers real, exclusive leads—right in your neighborhood.