Running PPC campaigns without targeting the right keywords is like fishing without bait. If you want your roofing ads to bring in qualified leads—not just clicks—you need to focus on high-intent keywords. These are the terms homeowners search when they’re actively looking for roofing help and ready to take action.
In this article, we’ll show you how to identify and use high-intent keywords in your Google Ads campaigns for roofing services. Whether you offer roof repairs, replacements, or emergency work, using the right keywords can lower your cost per lead and help you book more jobs.
What Are High-Intent Keywords?
High-intent keywords are search phrases that indicate a strong likelihood that the person is ready to hire a roofer. These users aren’t just browsing—they’re looking to solve a specific problem or request a service soon.
- “emergency roof repair near me”
- “roof replacement estimate Frisco”
- “storm damage roofer McKinney”
- “insurance roof claim help Texas”
Compare that to low-intent keywords like “roofing materials” or “how long does a roof last”—those users are still in research mode.
Why High-Intent Keywords Matter for Roofing PPC
When you use high-intent keywords in your Google Ads campaigns, you:
- Attract more serious, ready-to-buy leads
- Improve ad relevance and Quality Score
- Reduce wasted spend on tire-kickers and DIYers
- See faster conversions and higher ROI
Want to go deeper into keyword value? Check out our guide to identifying profitable keywords for roofing ads.
How to Find High-Intent Keywords for Roofing Services
1. Think Like a Homeowner With a Problem
Ask: What would someone type into Google if their roof was leaking? If a storm just hit? If they’re on the phone with their insurance adjuster?
Build keyword groups around those scenarios:
- “hail damage roof repair,” “emergency roofer after storm”
- “help with roof insurance claim,” “roofer for insurance estimate”
- “roof repair ASAP,” “emergency roof tarping”
- “roof replacement quote,” “get roof estimate near me”
2. Use Google Keyword Planner
Google’s Keyword Planner is a free tool that shows you:
- Monthly search volume
- Suggested bid ranges
- Keyword competition level
Focus on keywords with clear intent and manageable competition. Ignore vague or research-focused terms that don’t convert well.
3. Analyze Your Competitors
Use tools like SEMrush, SpyFu, or Ahrefs to see what keywords top local roofers are bidding on. Look for phrases that show buying intent—and make sure your own campaigns include variations of those terms.
4. Use Intent-Based Keyword Modifiers
High-intent keywords often include modifiers that reveal the user is ready to act. Look for terms that include:
- “near me”
- “quote” or “estimate”
- “emergency”
- “insurance”
- City or neighborhood names
“roof replacement estimate Plano” will convert better than “roof replacement” by itself.
How to Structure PPC Campaigns Around High-Intent Keywords
1. Create Tight Ad Groups
Group your keywords by intent and service type. For example:
- “roof repair near me,” “emergency roof repair,” “leaking roof fix fast”
- “roof replacement cost,” “get roof quote,” “roof replacement estimate Frisco”
- “roof insurance claim,” “storm damage roof repair,” “roofer for insurance inspection”
This allows you to write more relevant ads and drive better conversions.
2. Match Ad Copy to Intent
Your headlines and descriptions should speak directly to the problem the homeowner is trying to solve.
- “Roof Leaking? Emergency Repairs in Frisco – Call Now”
- “Storm Just Hit McKinney? Get a Fast Roof Inspection Today”
- “We Work With All Insurance Companies – Free Roof Estimates”
Learn how to align your ad copy with homeowner pain points for maximum impact.
3. Use Matching Landing Pages
Don’t send all traffic to your homepage. Build landing pages for each service and location to match the intent behind the keyword.
If someone searches “emergency roof repair Plano,” they should land on a page that clearly offers fast response times in Plano—not a generic roofing services page.
4. Layer on Location and Device Targeting
Combine high-intent keywords with geo-targeting and device preferences. For example, show “call now” CTAs to mobile users in specific zip codes impacted by a recent storm.
Bonus: Add Negative Keywords to Filter Out Low Intent
Use negative keywords like “DIY,” “training,” “materials,” or “how to” to block irrelevant searches that won’t lead to real jobs.
How HOWL Uses High-Intent Keywords in Roofing Campaigns
At HOWL, we build Google Ads campaigns around behavior-driven intent—not just broad keyword lists. Our process includes:
- Custom keyword research by location and service type
- Ad copy tailored to each high-intent search term
- Landing pages that mirror homeowner concerns and location
- Ongoing keyword optimization based on conversion data
This approach ensures our clients spend money only on the searches that are most likely to turn into paying jobs.
Final Thoughts: Focus on Intent, Not Just Traffic
You don’t need 10,000 clicks—you need 10 high-quality leads who are ready to hire a roofer. That’s the power of using high-intent keywords in your PPC strategy. Target smarter, convert faster, and grow your roofing business with campaigns that speak directly to what homeowners actually need.
Apply to work with HOWL and let us build a high-intent, high-converting Google Ads strategy that drives leads—not just clicks.