If you’re running Google Ads for your roofing business and using broad match keywords without guardrails, you’re probably bleeding money without realizing it.
Broad match keywords are tempting—they promise more visibility and reach. But without the right structure, filters, and strategy, they can trigger your ads for irrelevant searches that never turn into jobs.
In this article, we’ll show you how to avoid wasting money on broad match keywords, how to use them the right way (if at all), and smarter alternatives for generating high-quality roofing leads.
What Are Broad Match Keywords?
Broad match keywords allow your ads to appear for searches that are related to, but not exactly the same as, your keywords. Google’s algorithm interprets intent and shows your ad for what it thinks are similar terms—even if they’re way off base.
Example:
- You bid on: roofing contractor
- Your ad may show for: “roofing jobs,” “how to become a roofer,” “DIY roof repair,” or even “contractor software.”
This opens the door to massive irrelevant traffic—and you still pay every time someone clicks.
Why Broad Match Keywords Waste Ad Spend
Here’s why relying too heavily on broad match keywords in your roofing PPC campaign is dangerous:
- You attract the wrong audience: Renters, DIYers, or job seekers
- Your CPC goes up: You’re bidding in wider auctions, often against irrelevant businesses
- Your conversion rate plummets: More traffic, fewer leads
- You burn budget fast: Especially if you're in a competitive market with high-volume searches
Broad match may increase impressions, but impressions don't pay the bills. Booked roofing jobs do.
How to Tell If Broad Match Is Costing You
Google won’t always tell you outright that you’re using broad match too loosely. Here’s how to find out:
1. Check Your Search Terms Report
In Google Ads, go to Keywords > Search Terms. This report shows what people actually searched before clicking your ad.
Look for:
- Terms related to employment (“roofing jobs”)
- DIY content (“how to install a roof”)
- Irrelevant services (“roof rack for cars”)
If you see unrelated or low-intent phrases, your broad match settings are leaking budget.
2. Review Conversion Rates by Keyword
Broad match keywords often have lower conversion rates than phrase or exact match keywords. If you’re seeing lots of clicks but very few form fills or calls, that’s a red flag.
3. Compare Cost Per Lead
Calculate your cost per lead for broad match terms versus more specific keywords. If broad match terms are underperforming, it’s time to rethink your approach.
How to Avoid Wasting Budget on Broad Match Keywords
1. Use Phrase Match and Exact Match First
Start your roofing PPC campaigns with phrase match and exact match keywords. These match more closely to what the user actually types in, giving you tighter control and higher-quality traffic.
Example:
- Phrase match: "roof replacement near me"
- Exact match: [emergency roof repair Houston]
These match types reduce unwanted impressions and lower your cost per lead.
Learn more in Why Long-Tail Keywords Matter in Roofing PPC Campaigns.
2. Add Negative Keywords
Negative keywords tell Google what you don’t want your ads to show for. This is essential if you’re using any broad match keywords at all.
Recommended negative keywords for roofers:
- “jobs”
- “DIY”
- “how to”
- “courses”
- “free roofing materials”
- “software”
Review your search term report weekly and add new negative keywords as needed.
3. Segment Campaigns by Intent
Create different ad groups for different service types (e.g., roof repair, roof replacement, storm damage). Each group should have its own keyword list and landing page.
This lets you write ad copy and offers that align perfectly with the user’s search—and it helps you keep tight control over keyword relevance.
4. Don’t Use Smart Campaigns or “Maximize Clicks” Bidding
These automated settings often rely heavily on broad match keywords and prioritize volume over quality. Use manual or “Maximize Conversions” bidding instead, and always monitor performance closely.
5. Only Use Broad Match with Tight Constraints
If you must use broad match keywords, use them with:
- Strict geographic targeting
- Smart bidding strategies (like Target CPA)
- Strong negative keyword lists
- Conversion tracking properly set up
And even then, only after you've built up conversion data with phrase and exact match first.
How HOWL Prevents Wasted Spend in Roofing PPC Campaigns
At HOWL, we don’t run PPC campaigns based on guesswork. We use real-world intent data and search behavior to build keyword lists that match what real homeowners are searching—when they’re ready to hire.
Our approach includes:
- Keyword segmentation by service type and urgency
- Broad match use only when supported by strong negative filters
- Daily monitoring and search term audits
- Ad copy and landing pages that match each keyword group
The result: lower cost per lead, higher conversion rates, and booked jobs instead of wasted clicks.
Final Thoughts: Broad Match Can Work—but Only With Strategy
Broad match keywords aren’t evil—they’re just misunderstood. When used with strategy, data, and tight controls, they can expand your reach. But used carelessly, they’ll burn your budget fast and leave you with nothing but junk traffic.
Want a campaign that targets real homeowners looking for roof repairs—not job seekers or DIYers?
Apply to work with HOWL and we’ll build you a roofing PPC system that uses keywords the right way—so every dollar you spend goes toward real, high-quality leads.