If you’re a roofing contractor looking to generate consistent, high-quality leads, Google PPC (Pay-Per-Click) is one of the most powerful tools you can use. But getting started with PPC can feel overwhelming—especially if you’ve tried it before and didn’t see results.
This beginner’s guide to roofing PPC campaigns breaks down how they work, why they matter, and how to set up your first campaign the right way—so you don’t waste money or time chasing the wrong clicks.
What Is Roofing PPC?
PPC (Pay-Per-Click) is a form of online advertising where you only pay when someone clicks your ad. For roofers, the most effective PPC platform is Google Ads, because it allows you to show up at the top of search results the moment a homeowner searches for something like:
- “roof repair near me”
- “emergency roofer in [city]”
- “roof replacement estimate”
Unlike SEO, which takes time to build rankings, PPC gives you immediate visibility and the ability to generate leads quickly—if your campaign is set up correctly.
Why Roofing PPC Works
Here’s why PPC is one of the best lead generation tools for roofers:
- High intent: You’re targeting homeowners who are actively looking for help right now.
- Local targeting: You can choose which zip codes or service areas to show your ads in.
- Trackable ROI: You know exactly what you spent and what you got in return.
- Control: You can pause, adjust, or scale your budget any time.
Want to go deeper into the strategy behind PPC? Read What Is Google PPC and How Can Roofers Benefit From It?
How to Set Up a Roofing PPC Campaign (Step by Step)
Step 1: Create a Google Ads Account
Go to ads.google.com and sign in with your business Gmail account. Choose “Expert Mode” to get full control of your campaign settings.
Step 2: Choose the Right Campaign Goal
We recommend starting with the “Leads” objective. This will optimize your campaign to generate calls, quote requests, or form submissions—rather than just traffic.
Step 3: Select the Campaign Type
Choose “Search” as your campaign type. This means your ads will appear on Google when someone searches for relevant roofing terms.
Step 4: Define Your Target Location
Only show ads in the areas where you actually work. You can target by:
- Specific cities or zip codes
- A radius around your business address (e.g., 25 miles)
Be sure to choose “Presence: People in or regularly in your targeted locations” so you don’t waste budget on out-of-town clicks.
Step 5: Set Your Daily Budget
Start small. We recommend $30–$100 per day depending on your market size and competition. You can always scale up once you start seeing results.
Step 6: Build Ad Groups and Choose Keywords
Organize your campaign by service type. For example:
- Ad Group 1: Roof Repair
- Ad Group 2: Roof Replacement
- Ad Group 3: Storm Damage
Choose keywords with strong buying intent, like:
- “roof inspection [city]”
- “leaky roof repair near me”
- “best roofing contractor [zip code]”
Don’t forget to add negative keywords like “DIY,” “jobs,” or “cheap materials” to avoid irrelevant clicks.
Step 7: Write Effective Ad Copy
Each ad should be local, direct, and focused on your offer. For example:
Headline: Free Roof Inspections in [City] Headline 2: Fast, Local & Trusted Roofing Pros Description: Licensed, insured, and 5-star rated. Get a fast, free roof estimate today.
Use ad extensions to boost performance:
- Call extension: Add your phone number
- Sitelinks: Link to service pages like “Roof Replacement” or “Storm Repair”
- Location extension: Show your business address
Step 8: Send Clicks to a Landing Page
Never send traffic to your homepage. You need a dedicated landing page with:
- A clear headline that matches your ad
- Before-and-after photos of your work
- Trust indicators like reviews or certifications
- A short form or click-to-call button
Need help building one? Learn more about our roofing PPC landing page service.
Step 9: Track Conversions
You need to know which clicks turn into leads. Set up:
- Google Ads conversion tracking: For forms and button clicks
- Call tracking: To monitor calls from ads
- Google Tag Manager: To manage all your tracking in one place
Step 10: Launch and Optimize
Let your ads run for at least 7 days before making changes. Then start reviewing key metrics:
- CTR (Click-Through Rate): Aim for 5% or higher
- CPC (Cost-Per-Click): Roofing clicks typically range from $7 to $25
- Conversion Rate: Strong roofing landing pages convert at 15–30%
- Cost Per Lead: A good benchmark is $50–$150
Test different headlines, offers, and keywords until you find what works best in your market.
Common PPC Mistakes Roofers Make
- Sending traffic to a homepage instead of a landing page
- Using generic keywords with low intent
- Not using negative keywords to filter bad clicks
- Failing to track conversions and leads
- Giving up too soon without letting campaigns optimize
How HOWL Builds Winning Roofing PPC Campaigns
At HOWL, we specialize in roofing PPC campaigns that don’t just get clicks—they get results. We combine smart keyword strategy, high-converting landing pages, and real intent data to reach homeowners who are actually ready to buy.
We don’t guess. We build full-funnel systems that generate qualified leads and turn them into jobs—whether you're doing repairs, replacements, or insurance work.
Final Thoughts: PPC Is the Fastest Way to Grow—If You Use It Right
Roofing PPC isn’t magic, but it’s close when done right. It gets your business in front of the right homeowners at the exact moment they’re ready to act. But you need the right setup, targeting, and messaging to make it work.
Apply to work with HOWL and let us build a roofing PPC campaign that fills your pipeline with leads—not headaches.