If you're running Google Ads for your roofing business, one of the easiest ways to improve ad performance, visibility, and lead quality is by using sitelink extensions.
Sitelink extensions are often overlooked by roofers, but they’re one of the most powerful features Google Ads offers. They give your ad more space, offer users more choices, and increase your chances of turning clicks into calls and conversions—without spending extra on your budget.
In this article, we’ll explain what sitelink extensions are, why they matter for roofing campaigns, and how to use them effectively to drive more leads from search ads.
What Are Sitelink Extensions?
Sitelink extensions are additional links that appear below the main headline in your Google Search ad. Each sitelink directs users to a different page on your website—giving them more paths to engage with your business.
These links can highlight:
- Popular services
- Special offers
- About or contact pages
- Financing or warranty details
Each sitelink includes a clickable title and, optionally, a short description that helps explain what the link offers.
Why Sitelinks Matter for Roofing Ads
1. More Real Estate on the Search Results Page
With sitelinks, your ad takes up more vertical space in the search results. That means more visibility, less room for competitors, and a higher chance of grabbing attention—especially on mobile devices.
2. Higher Click-Through Rates (CTR)
Sitelinks give users more options. Instead of only one clickable headline, your ad can include four to six links—each leading to a different high-intent page. This often results in higher CTR, which improves your Quality Score and lowers your cost per click.
3. Better Lead Quality
By linking to specific pages like “Storm Damage Repair” or “Roof Replacement Financing,” you guide users to the information they’re actually looking for. That means fewer tire-kickers—and more qualified leads ready to book a job.
4. Supports Your Full Service Offering
If your ad only promotes “Roof Repair,” prospects might assume that’s all you offer. Sitelinks help you showcase everything—like inspections, gutter installation, or commercial services—without needing separate ads for each.
Best Types of Sitelinks for Roofing Campaigns
Here are the most effective sitelinks we recommend using in roofing ads:
1. Service Pages
- Roof Repair
- Roof Replacement
- Storm Damage Restoration
- Emergency Leak Repair
2. Trust-Building Pages
- About Us
- Our Reviews
- Licensed & Insured Guarantee
3. High-Intent Conversion Pages
- Free Estimate
- Book Inspection
- Get a Quote
4. Value Proposition Pages
- Financing Options
- Workmanship Warranty
- Before & After Gallery
Pro tip: Match each sitelink to a dedicated landing page with strong calls to action and local keywords for maximum relevance.
How to Write Strong Sitelinks for Roofing Ads
Headline (25 characters max):
Keep it clear and direct. Focus on benefits or services, not clever wordplay.
Examples:
- Free Roof Inspections
- Storm Damage Repair
- Flexible Financing
- Roof Replacement Costs
Description (Optional, 35 characters max per line):
Use this space to provide context or reinforce trust.
Examples:
- “Fast response after severe storms”
- “Book a no-obligation quote today”
- “0% interest available on new roofs”
Where Sitelinks Fit in Your Campaign Structure
You can set sitelinks at three levels:
- Account Level: Applies to all campaigns (use generic pages)
- Campaign Level: Ideal for service-specific campaigns
- Ad Group Level: Tailor sitelinks based on keywords or intent
Example: For a “Storm Damage” ad group, use sitelinks like:
- “Hail Damage Repair”
- “Insurance Claim Help”
- “Book Inspection Today”
Best Practices for Sitelink Extensions
- Use all available sitelink slots (Google may show up to 4)
- Link each sitelink to a unique, relevant URL
- Update links to match current promos or seasonal offers
- Monitor performance—remove low performers and test new ones
- Use local language (“Plano Roof Repair”) to improve CTR
How HOWL Uses Sitelinks in Roofing Campaigns
At HOWL, we treat sitelinks as essential—not optional. Every roofing Google Ads campaign we build includes:
- Custom sitelinks based on service types and geography
- Conversion-optimized landing pages behind each link
- Monthly performance reviews and A/B testing
- Dynamic updates for storm events, financing promos, and seasonal shifts
The result: More clicks, better leads, and a lower cost per acquisition across the board.
Final Thoughts: Sitelinks = More Leads Without More Spend
Sitelink extensions give you more visibility, more control, and more conversion opportunities—without increasing your budget. For roofers, they’re one of the simplest ways to turn good ads into great ones.
Apply to work with HOWL and let us build you a roofing PPC strategy that uses every tool available—including sitelinks—to bring in the exclusive leads your business deserves.