If you're a roofing contractor looking to generate more leads from Google without paying for ads, there’s one tool you can’t afford to ignore: your Google Business Profile (formerly Google My Business). It’s free, powerful, and one of the most important parts of your local SEO strategy.
In this guide, we’ll walk you through how to fully optimize your Google Business Profile for roofing services so you can rank higher in local searches, appear in the Google Map Pack, and convert more clicks into calls.
Why Your Google Business Profile Matters
Your Google Business Profile is the first thing many homeowners see when they search for roofers in your area. It shows up on Google Search and Google Maps, displaying your:
- Business name and location
- Star rating and reviews
- Phone number and website
- Photos and services offered
- Operating hours
When properly optimized, your profile builds trust, increases visibility, and makes it easier for people to contact you. If you're serious about local lead generation, this is where it starts.
Step 1: Claim and Verify Your Profile
If you haven’t already, go to google.com/business and claim your roofing business listing. Google will usually send you a postcard with a verification code to confirm your location.
Tip: Use a business email (not a personal Gmail) when setting up your profile.
Step 2: Choose the Right Business Name
Your business name should exactly match your legal or commonly used brand name. Do not stuff keywords (like “Best Roofer in Dallas”) into the name. This violates Google’s guidelines and can get your profile suspended.
Step 3: Select the Correct Business Category
Choosing the right category helps Google match your profile with relevant searches.
- Primary category: Roofing contractor
- Secondary categories (if applicable): Gutter cleaning service, Siding contractor, Window installation service
Only choose additional categories if you actively offer those services.
Step 4: Add Your Service Areas
If you don’t have a storefront and operate as a service-area business, make sure to define the cities, counties, or zip codes you serve.
Example: Dallas, Plano, Frisco, McKinney, Fort Worth
This tells Google where to show your listing when people search for roofing services near them.
Step 5: Write a Keyword-Optimized Business Description
Use your description to clearly explain what you offer, who you serve, and what makes your roofing business unique. Include relevant keywords like:
- Roof repair
- Storm damage restoration
- Shingle roof replacement
- Free roof inspections
Example: “ABC Roofing provides fast, reliable roof repairs, replacements, and storm damage restoration in the greater Tampa area. We’re GAF-certified, fully insured, and known for five-star customer service.”
Step 6: Add Accurate Contact Info
Make sure your Name, Address, and Phone Number (NAP) are consistent with your website and other listings. This helps with local SEO and builds trust with Google.
Use a local phone number, not a toll-free or call tracking number as your primary number.
Step 7: Set Business Hours and Availability
Input your normal operating hours, and keep them updated during holidays or special events. If you offer emergency roofing services, consider listing extended hours or marking yourself as available 24/7.
Step 8: Add Roofing Services and Descriptions
Use the “Services” section to list everything you offer. Be as detailed as possible. For each service, add a short description and relevant keywords.
Examples:
- Roof Repair: Quick and affordable repairs for leaks, missing shingles, and flashing damage.
- Roof Replacement: Full tear-off and reinstallation using asphalt, metal, or tile roofing systems.
- Storm Damage Repair: Emergency services and insurance claim assistance after hail, wind, or heavy rain.
Step 9: Upload High-Quality Photos
Photos build trust and show off your work. Upload:
- Before-and-after project photos
- Drone shots of roofing work
- Images of your crew and branded trucks
- Your business logo and office (if you have one)
Google rewards active profiles, so keep adding new photos regularly.
Step 10: Get and Respond to Google Reviews
Reviews are one of the strongest ranking and conversion factors for Google Maps and the local 3-pack.
- Ask every happy customer to leave a Google review
- Make it easy with a direct review link
- Respond to every review—positive or negative
Pro tip: Mention services and locations in your replies to add keyword relevance.
Step 11: Use Google Posts to Stay Active
Google allows you to post short updates, offers, or announcements directly to your Business Profile. These can include:
- Special discounts or promotions
- Storm alerts for your service area
- Seasonal reminders (e.g., “Check your roof before hurricane season”)
- Links to new blog posts or project galleries
Post weekly to keep your profile fresh and engaging.
Step 12: Track Performance with Insights
Google provides built-in analytics for your Business Profile. Monitor:
- How many people viewed your listing
- How many clicked to call, get directions, or visit your website
- Which search queries triggered your profile
Use this data to refine your services, adjust your SEO strategy, and double down on what works.
How HOWL Helps Roofers Optimize Google Business Profiles
At HOWL, we build local SEO systems for roofing companies that turn your Google Business Profile into a lead-generation engine. Our process includes:
- Full profile setup and optimization
- Service and keyword strategy
- Review generation and response management
- Photo updates and weekly Google Posts
- Ongoing monitoring and reporting
We also connect your profile with Google Ads and intent data to create a complete system that captures leads from every angle.
Final Thoughts: Google Business Profile = Local Visibility
If you’re not showing up in the Google Map Pack or local searches, you’re losing leads to roofers who are. Optimizing your Google Business Profile isn’t just about checking boxes—it’s about building trust, standing out, and making it easy for homeowners to choose you over everyone else.
Apply to work with HOWL and we’ll fully optimize your roofing business for Google Maps and local search—so your next customer finds you first.