If you're running a roofing company and only focusing on SEO or PPC—you're leaving leads on the table. The real power comes when you combine both strategies to dominate your local market. Local SEO builds long-term visibility and trust, while Google PPC delivers fast, targeted traffic. Together, they create a lead generation machine.
In this article, we’ll show you how to integrate local SEO and Google Ads in a way that amplifies your results, boosts conversions, and keeps your crews busy with high-quality jobs.
Why Combine Local SEO and Google PPC?
When you combine both strategies, you maximize visibility in the most important place—Google’s search results. Here’s what that looks like:
- Your Google Ads appear at the top of the page
- Your Google Business Profile shows in the map pack
- Your organic listing ranks below that
This triple presence builds trust, increases clicks, and captures leads at every stage of the search journey.
Local SEO: The Foundation of Long-Term Visibility
Local SEO focuses on improving your roofing website’s visibility for local searches like:
- “roof repair in Plano TX”
- “emergency roofer near me”
- “roof replacement Frisco”
Key components of local SEO include:
- Google Business Profile: Optimized with reviews, photos, services, and accurate NAP (name, address, phone) info
- Location-specific landing pages: Optimized content for each city or zip code you serve
- Schema markup: Structured data that helps Google understand your services
- Local backlinks: Links from directories, chamber sites, and home service partners
- Customer reviews: Fresh, consistent reviews boost rankings and conversions
Local SEO builds organic visibility that works 24/7—even when your ad budget is paused.
Google PPC: The Fast Track to Roofing Leads
Google Ads deliver fast, intent-driven traffic. When someone searches “hail damage roof repair in McKinney,” a well-placed ad can get you the call in minutes.
Why PPC works:
- Start generating leads the same day your campaign launches
- Control exactly where your ads show
- Like “roofing contractor near me” or “same-day roof inspection”
- Rotate CTAs, promos, and services
Learn more about lowering your cost-per-lead with optimized Google Ads.
How to Combine Local SEO With Google PPC for Maximum Impact
1. Use Shared Keyword Research
Start by building a keyword list that works for both SEO and PPC. Focus on:
- Service + location terms (e.g., “roof replacement Allen TX”)
- Storm-related queries (e.g., “hail damage roof repair”)
- Emergency phrases (e.g., “24/7 roofing company”)
Use this list to guide both your website content and ad campaigns for consistency and coverage.
2. Align Landing Pages With Both Channels
Build dedicated city-specific landing pages that serve as destinations for both:
- Send PPC traffic to pages specific to their search location
- Optimize each page to rank for local searches in that area
This reinforces trust, improves relevance, and increases conversion rates across both strategies.
3. Mirror Successful Messaging
If a headline performs well in Google Ads (“Frisco Roof Repairs – Book Same Day”), use similar phrasing in your meta titles, headers, and page content to boost click-throughs from organic listings.
4. Use PPC to Fill Gaps in Organic Rankings
Not ranking organically yet for “roof replacement in Prosper”? Launch a targeted Google Ads campaign to capture those leads now—while continuing to build your SEO presence over time.
PPC helps you compete instantly in areas where SEO is still growing.
5. Retarget Visitors Across Channels
Use retargeting ads to stay in front of visitors who came to your site through organic search. This helps you re-engage high-intent leads who didn’t convert on the first visit.
6. Share Data Between Platforms
Use PPC conversion data to refine your SEO strategy. If “emergency roof repair Plano” has a high conversion rate in ads, build a landing page optimized for that keyword and location.
Likewise, track which SEO pages are driving traffic and consider creating ad campaigns to support them.
How HOWL Combines SEO and PPC for Roofing Clients
At HOWL, we build integrated campaigns that use SEO and Google Ads together—not in silos. Our approach includes:
- Unified keyword and location strategy across both channels
- Custom landing pages that convert organic and paid traffic
- Storm-targeted PPC with ongoing organic content support
- Ongoing optimization using performance data from both SEO and Ads
We help roofers show up everywhere homeowners are looking—paid, organic, map pack, and beyond.
Final Thoughts: Dominate Local Search With a Dual Approach
Combining local SEO and Google PPC isn’t just smart—it’s necessary if you want to win in competitive roofing markets. SEO builds long-term visibility and trust. PPC gets you quick wins and fills your calendar fast. Together, they create a scalable system that works for you year-round.
Apply to work with HOWL and let us build you an integrated roofing lead system that combines SEO strength with PPC speed—so you can grow smarter and faster in every service area you care about.