If your roofing PPC ads look and sound like every other contractor out there, you’re wasting budget. In competitive markets, it’s not enough to run ads—you need to make it crystal clear why homeowners should choose you over everyone else. That’s where your Unique Selling Points (USPs) come in.
In this article, we’ll walk you through how to identify your USPs and how to highlight them effectively in your Google Ads, Meta Ads, and landing pages to generate more high-quality leads.
What Are Unique Selling Points (USPs)?
A USP is what sets your roofing business apart. It’s the specific advantage, guarantee, or offer you provide that others don’t—or at least don’t promote clearly. It answers the question every homeowner has: “Why should I hire you?”
Strong USPs help:
- Grab attention in crowded ad spaces
- Improve your headlines and click-through rates
- Increase conversion rates on landing pages
- Build trust faster with cold traffic
Examples of Effective USPs for Roofers
- “24-Hour Emergency Roof Repairs Available”
- “We Handle Your Insurance Claim from Start to Finish”
- “$500 Off Full Roof Replacements – Limited Time”
- “Google 5-Star Rated Roofing Company in [City]”
- “Storm Damage Specialists – Fast Inspections After Hail Events”
- “Lifetime Workmanship Warranty on Every Roof”
These are clear, specific, and benefit-driven—not vague or generic like “quality roofing services.”
1. Identify What Makes You Different
Start by answering:
- What do we do better or faster than competitors?
- What do our best customers rave about?
- Do we have guarantees, warranties, or turnaround times others don’t?
- Are we locally owned, veteran-owned, or family-run?
- Do we specialize in insurance work, metal roofing, or storm repair?
Be honest—and specific. Avoid fluff like “excellent customer service.” Instead, say something measurable like “Answered Every Call Within 60 Seconds—Guaranteed.”
2. Feature USPs in Your Ad Headlines
Your headline is the first thing homeowners see—especially in Google Ads. Use that space to highlight your top USP.
- “Free Roof Inspections in Plano – Book Today”
- “Hail Damage? We’ll Deal with Insurance”
- “Same-Day Emergency Roofing in McKinney”
Pair your USP with location targeting to improve relevance and local trust.
3. Reinforce USPs in Ad Descriptions
Your ad description (Google) or primary text (Meta) should expand on your USP and back it up with a benefit.
“We’ve replaced over 1,000 storm-damaged roofs in North Texas. Fast inspections, full insurance handling, and no upfront payment.”
That’s more compelling than “Call us for roofing services.”
4. Use Sitelink and Callout Extensions for Additional USPs
Google Ads allows you to add ad extensions like sitelinks and callouts—perfect for listing extra USPs without crowding your main headline.
- “Locally Owned & Operated”
- “Licensed & Insured”
- “Zero-Pressure Estimates”
- “Financing Available”
- “Storm Damage Repairs”
- “Insurance Claims Help”
- “Before & After Photos”
- “Customer Reviews”
5. Match USPs With High-Intent Keywords
Use high-intent roofing keywords alongside your USPs to drive quality traffic.
If your USP is insurance claim support, run ads on keywords like:
- “roof insurance claim help [city]”
- “storm damage roof contractor near me”
The closer your USP aligns with what the homeowner is searching for, the better your ad will perform.
6. Carry USPs Over to the Landing Page
Consistency builds trust. If your ad says “Book a Free Inspection,” your landing page should open with that same offer—plus more detail and a clear CTA.
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