One of the most common questions roofers ask when thinking about running Google Ads is: “How much should I spend?” And while the real answer is: “It depends,” that’s not very helpful. So let’s get into what it actually depends on, what kind of budget makes sense, and how to make sure you’re not burning cash with zero return.
Let’s Start with What You’re Really Buying
You’re not buying clicks. You’re not buying impressions. You’re buying leads—and ultimately, booked jobs.
Google Ads (also called PPC or Pay-Per-Click) is one of the most effective tools to drive high-intent leads for roofers. But it can also be one of the fastest ways to drain your budget if you don’t set it up right. That’s why knowing what to spend starts with knowing what you’re trying to earn.
The Real Question: What’s a Lead Worth to You?
Let’s say your average roofing job is worth $9,000.
If your close rate is 30%, and you want to book 10 new jobs a month, that means you need around 33 leads. Let’s assume a blended cost-per-lead of $150 (a common national average for roofing Google Ads when campaigns are well optimized).
Here’s what that looks like:
- 33 leads x $150 CPL = $4,950
- 10 jobs x $9,000 = $90,000 revenue
So, spending $4,950 to generate $90,000? That’s a solid return. But it doesn’t happen by accident. It happens when your budget aligns with:
- Your local market
- Your service area size
- Your lead volume goals
- And the quality of your ads and landing pages
Recommended Monthly Budgets by Market Size
If you’re just starting out, here’s a ballpark of what roofers typically spend by market size:
Small Market (Population under 100k)
- Suggested Budget: $1,000 – $2,500/month
- Why: Less competition, lower CPCs, but fewer searches overall
Mid-Size Market (100k–500k)
- Suggested Budget: $2,500 – $5,000/month
- Why: More competition, higher volume, better long-term growth potential
Large Market (500k+ population or metro area)
- Suggested Budget: $5,000 – $10,000+/month
- Why: Competitive keywords, high CPCs, but strong volume and job potential
Note: These numbers assume you’re targeting a radius or select zip codes, not running nationwide.
What Impacts Your Cost-Per-Lead (CPL)?
Your monthly budget is only half the equation. The other half is how efficient your campaign is. That’s determined by:
- Your keywords: High-intent vs. broad terms
- Your targeting: Zip codes, radius, scheduling
- Your landing page: Speed, clarity, call-to-action
- Your ad copy: Does it hit on real pain points?
- Negative keywords: Are you filtering out junk clicks?
If you’re spending $3,000/month and getting $300 leads, something’s broken. Either the wrong people are clicking, or your offer doesn’t resonate when they land.
How to Decide Your Budget Without Guessing
Use this simple formula:
1. Define Your Lead Goal
Example: 25 leads/month
2. Estimate Cost-Per-Lead
Start with $150 CPL as a baseline (adjust up/down as data rolls in)
3. Multiply
25 leads x $150 = $3,750 monthly ad spend
That’s what a performance-based roofer should expect to invest to consistently generate business from Google PPC.
Should You Start Small?
Yes—and no.
Yes, if you're testing and validating that Google Ads can work in your area. But “starting small” still means putting in enough to get meaningful data. That usually means at least $1,500/month.
Anything under that and Google won’t have enough signal to optimize properly, and you’ll be stuck in the learning phase too long.
Don’t spend $500/month and expect magic. That’s not a marketing strategy—it’s a lottery ticket.
How to Make Sure Your Budget Doesn’t Get Wasted
Budget alone doesn’t win. Here’s how to make sure every dollar works harder:
- Use high-intent keywords only: “roof replacement,” “storm damage repair,” “roofing contractor near me”
- Add negative keywords: Filter out “jobs,” “DIY,” “free,” and “low-income housing” searches
- Geo-target smart: Focus on areas with high homeownership and known roofing demand
- Send traffic to optimized landing pages: Not your homepage. It needs to convert.
- Track conversions properly: Use call tracking and form tracking to get real CPL data
Bonus Tip: Scale with Intent Data
If you’re already running ads but want to get more efficient, add intent data. HOWL’s proprietary intent data lets you layer your campaigns with real behavioral signals—like who’s actually researching roofing, not just who fits the demographic.
This means you spend your budget reaching people ready to buy, not people who just fit a profile.
Apply here to see how we help roofers combine Google Ads with intent data to lower CPL and increase booked jobs fast.
Final Takeaway
If you’re serious about growing your roofing business, Google PPC should be part of your toolbox. But don’t treat it like a scratch-off ticket. Set a budget based on your goals, use the right strategy, and make every dollar drive real leads.
For most roofers, a budget of $2,500–$7,000/month is the sweet spot. It gives enough runway to get results, test fast, and build a real pipeline of jobs—without overspending or guessing blindly.