If you’re running Google Ads for your roofing business and relying only on keywords and basic demographics, you’re leaving money on the table. The most effective campaigns today use intent data—behavioral signals that show who’s actively in the market for roofing services right now.
In this article, we’ll break down what intent data is, how it works with Google Ads, and how roofers can use it to improve targeting, lower cost-per-lead, and book more qualified jobs.
What Is Intent Data?
Intent data is information based on how people behave online. It includes signals like:
- Search queries
- Page visits
- Ad interactions
- Content consumption patterns
- Form fills or downloads
Unlike broad demographic or interest targeting, intent data focuses on behavior that indicates purchase readiness.
For example, someone searching for “roof replacement cost in Plano” is likely much closer to hiring a roofer than someone just browsing “home renovation ideas.”
Why Intent Data Matters in Google Ads
Google Ads already lets you target by keywords, location, age, and device—but when you layer in intent data, you go from targeting search terms to targeting real buyers.
Here’s how intent data improves Google Ads performance:
- Show your ads only to people who are actually in the market for your services
- Lower wasted spend: Avoid clicks from low-intent searchers or tire kickers
- Speak directly to what the homeowner is actively researching
Learn more about how intent data improves ad performance across platforms.
How to Use Intent Data in Your Google Ads Strategy
1. Build Campaigns Around High-Intent Search Terms
Start by identifying the keywords that signal strong buyer intent. These often include:
- “Roof replacement near me”
- “Emergency roof repair [city]”
- “Insurance roof claim help”
- “Cost of metal roof in [zip code]”
These searchers aren’t just browsing—they’re researching services they plan to book soon. Bid higher on these keywords and direct them to matching landing pages.
2. Use Custom Intent Audiences
Google allows you to create custom intent audiences in Display and YouTube campaigns. These audiences are built around:
- Specific search terms people have recently used
- Websites they’ve visited
- Apps they use related to home services or insurance
This is a powerful way to get your brand in front of homeowners who may not have clicked your search ad—but are still showing high interest.
3. Combine Intent with Geographic Targeting
Pair intent data with zip-code level targeting to hone in on homeowners actively searching for roofing services in your exact service areas.
Show ads only to users in 75034 who searched for “roof inspection after hailstorm.”
This approach dramatically improves lead quality and ROI.
4. Optimize Landing Pages Based on Intent
Intent data helps you understand what the homeowner cares about—so you can tailor your landing page copy accordingly.
- Search: “roof insurance claim process” → Landing page with step-by-step insurance help
- Search: “roof repair same day” → Page with emergency scheduling and contact options
Better alignment between search intent and landing page = higher conversions. Learn how to build high-converting landing pages that match your ad strategy.
5. Retarget Based on Behavioral Intent
Intent signals aren’t limited to search—they also come from how users engage with your site or ads. Set up retargeting audiences based on:
- Visited your roof replacement page
- Clicked an ad but didn’t convert
- Spent 90+ seconds reading your storm damage blog
These signals help you build that stay in front of the right leads—and bring them back when they’re ready to book.
Examples of Intent-Driven Google Ad Campaigns for Roofers
Storm Response Campaign
- Target: Homeowners in storm-affected zip codes who searched “hail damage roof repair” in the past 7 days
- Ad Copy: “Storm Hit Frisco? Free Same-Day Roof Inspections Available Now”
- Landing Page: Emergency repair CTA with storm-specific photos and reviews
Insurance Claim Help Campaign
- Target: Custom intent audience searching for “roof insurance process,” “how to file roof claim”
- Ad Copy: “We Help You Handle the Roof Insurance Claim from Start to Finish”
- Landing Page: Simple, trust-building page with FAQs and testimonials
How HOWL Uses Intent Data to Power Smarter Roofing Ads
At HOWL, we use real-time behavior data to drive every Google Ads campaign. Our strategy includes:
- Custom keyword sets built around buyer behavior
- Audience targeting by search, storm history, and homeowner signals
- Automated ad rotation based on performance and intent level
- Segmentation of residential vs. commercial leads based on search behavior
We don’t just show ads—we show the right ads to the right people at the right time.
Final Thoughts: Intent-Driven Targeting = Higher ROI
Generic Google Ads targeting isn’t enough in today’s competitive roofing market. When you use intent data to fuel your strategy, you stop guessing—and start showing up for the leads that are actually ready to hire a roofer.
Apply to work with HOWL and let us build you a Google Ads system powered by real intent signals—so you get more qualified leads, better cost-per-click, and booked jobs that actually grow your business.