Most roofing companies run PPC campaigns. Some even have decent results. But few take advantage of one of the most powerful ways to maximize ROI—combining pay-per-click advertising with . When used together, these tools don’t just get you more leads—they get you the leads, faster and more affordably.
In this article, we’ll break down why PPC alone isn’t enough, how intent data fills the gaps, and how combining the two can drive better targeting, lower cost-per-lead, and faster growth for your roofing business.
What Is PPC in Roofing Marketing?
is a form of online advertising where you pay only when someone clicks your ad. Popular platforms include:
- Show up for searches like “roof repair near me”
- Target homeowners on Facebook and Instagram with visual offers
- Google’s pay-per-lead model for service providers
PPC gets your roofing business in front of people who are either searching for help or fit your ideal homeowner profile.
What Is Intent Data?
Intent data refers to behavioral signals that indicate when a person is actively researching or planning to make a purchase. For roofers, this could include:
- Browsing roof repair pages
- Filling out quote request forms
- Clicking on insurance claim guides
- Reading storm damage content
- Searching for “roof replacement cost in [city]”
At HOWL, we focus on real intent signals—not just contextual data—so you can reach people who are actively moving toward a roofing decision, not just vaguely “interested.”
Why PPC Alone Has Limits
PPC gets you visibility. But without intent data, you’re still guessing. You may be:
- Targeting the wrong audience
- Bidding on low-converting keywords
- Wasting budget on clicks that never convert
Even when using “roofing keywords,” you could be showing up for DIY searchers, job seekers, or people outside your service area. Without additional context, PPC becomes a volume game, not a precision tool.
How Intent Data Enhances PPC Targeting
Combining PPC with intent data gives you more control over:
1. Audience Quality
Instead of targeting broad demographics or general keywords, you can zero in on people who’ve already shown signals of needing roof repair, replacement, or storm restoration.
Show ads only to homeowners in hail-affected zip codes who’ve visited insurance claim guides or repair estimate tools in the last 7 days.
2. Keyword Precision
Use intent signals to refine your Google keyword strategy. Bid higher on terms proven to convert and add negative keywords based on intent behavior to cut waste.
3. Offer Personalization
When you know what stage a homeowner is in (early research vs. urgent need), you can tailor your PPC ad copy and landing pages accordingly.
- “Get Your Free Roofing Guide”
- “Emergency Roof Repair in [City] – Book Now”
4. Retargeting Strategy
With intent data layered in, your retargeting ads become smarter. Instead of showing the same ad to everyone who clicked, you can segment based on time spent, pages visited, or quote form activity—and adjust messaging to match.
Best Ways to Combine PPC and Intent Data
1. Use Pixel and On-Site Behavior to Build Custom Audiences
Track who visits your service pages, watches 50% of your videos, or engages with storm-related content. Build Meta or Google audiences around these behaviors to show them tailored ads based on their intent level.
2. Create Intent-Based Keyword Lists
Use behavioral data to isolate high-converting search queries—then bid aggressively on those while excluding low-intent searches like “DIY roof fix” or “roofing jobs near me.”
Learn how negative keywords protect your budget.
3. Run Geo-Fenced Campaigns Around Storm Impact Zones
When storms hit specific areas, use weather data and ZIP-level intent to launch Google and Meta ads targeting affected homeowners. These leads are often the most urgent and high-value.
Explore weather-based intent targeting here.
4. A/B Test Messaging Based on Intent Levels
Test different offers and CTAs for different segments:
- High-intent: “Book Your Roof Inspection – Only 5 Spots Left This Week”
- Medium-intent: “Get a Free Quote for Your Roof Repair”
- Low-intent: “Download Our Roof Buyer’s Checklist”
5. Sync CRM Data With Ad Platforms
Track which leads came from which campaign—and which ones turned into booked jobs. Feed this data back into Google and Meta so their algorithms can find more people like your best customers.
How HOWL Uses PPC and Intent Data to Drive Roofing ROI
At HOWL, we don’t just run PPC ads—we run data-backed, intent-driven campaigns that eliminate guesswork. Our system includes:
- Proprietary intent signal tracking across behavior, location, and content consumption
- Real-time data integration with Google and Meta Ads
- Landing page optimization for high-intent conversion
- Full-funnel tracking to measure job revenue per ad dollar
It’s how we help roofers lower cost per lead, raise close rates, and scale with confidence.
Final Thoughts: Smart Targeting Drives Smart Growth
PPC ads get you visibility. Intent data gets you precision. When you combine the two, you get the kind of marketing that doesn’t just generate leads—it drives jobs, revenue, and real ROI.
Apply to work with HOWL and let us combine PPC with real intent signals to create roofing campaigns that outperform the competition—without increasing your budget.