If you’re running Google Ads for your roofing company, one of the best tools to drive more leads—especially from mobile users—is the lead form extension. These powerful ad add-ons let homeowners submit their contact info directly from your ad, without needing to visit your website or landing page.
For roofers, where speed and simplicity matter, lead form extensions can be the difference between getting the job or getting ghosted. In this article, we’ll break down what lead form extensions are, how they work, and why they’re a perfect fit for roofing campaigns.
What Are Lead Form Extensions?
Lead form extensions (also called lead form assets) are a feature in Google Ads that lets users submit their contact details—name, email, phone number, or custom fields—directly within the ad interface.
Instead of clicking through to a website, users tap your ad, a form appears, and with a few taps, they’re done. Their info is sent straight to you or your CRM.
Why Lead Form Extensions Work So Well for Roofing
1. Roofing Is a High-Urgency Service
Homeowners searching for roof repairs, storm damage help, or leaks want fast solutions. Many don’t want to scroll through a website—they just want someone to call them back. Lead form extensions remove friction and allow them to act immediately.
2. Most Roofing Searches Happen on Mobile
Over 60% of roofing-related searches happen on smartphones. Lead form extensions are mobile-optimized—which means your ad becomes a one-tap lead generation machine right where users are searching.
3. They Reduce Drop-Off Rates
Sending people from an ad to a slow or poorly designed website can cost you leads. With lead forms, there’s no waiting, no loading, and no distractions—just a simple form that captures the lead on the spot.
4. You Get Higher Conversion Rates
Because lead form extensions remove steps in the funnel, they often convert at a much higher rate than standard click-through ads. This means more form fills and more booked inspections—without increasing your budget.
Best Use Cases for Roofing Lead Form Extensions
- Storm damage or emergency repair ads
- Free roof inspection campaigns
- Insurance claim help offers
- Financing promotions
Pairing high-intent offers with lead form extensions makes it easy for ready-to-act homeowners to reach you before they scroll past.
What to Include in Your Roofing Lead Form
Headline:
Make it clear and benefit-driven.
Examples:
- “Book Your Free Roof Inspection”
- “Storm Damage? Get a Fast Repair Quote”
- “Get Pre-Approved for Roof Financing”
Description:
Reinforce the value of filling out the form.
Examples:
- “One of our roofing specialists will contact you within 24 hours.”
- “No obligation. No hassle. Just expert advice.”
Fields:
Keep it simple. Don’t ask for too much. Name, phone, and email are usually enough. You can add custom fields like:
- “Zip code” to verify location
- “Type of roofing issue” to pre-qualify
Call-to-Action:
Use CTAs that imply quick contact.
- “Get Quote”
- “Book Now”
- “Request Call”
How to Follow Up on Lead Form Submissions
Speed is everything. When someone fills out a lead form, they’re likely filling out several at once. The roofer who responds first wins the job.
Best practices:
- Call within 5–15 minutes whenever possible
- Send an automated text or email confirmation immediately
- Use CRM integrations to trigger follow-up sequences
If you can’t call right away, set expectations with automated messaging: “Thanks for your request—we’ll call within the hour.”
Tips for Making Lead Form Extensions Convert Better
- Test different headlines and CTAs to improve conversion
- Use strong offers like “$500 Off Roof Replacement” or “Free Emergency Inspection”
- Match your form to the intent of the search query
- Keep it short—fewer fields = more submissions
- Make sure forms are mobile-first and tested often
How HOWL Uses Lead Form Extensions in Roofing Campaigns
At HOWL, we build Google Ads campaigns for roofers that are optimized for fast, high-converting lead flow—and lead form extensions are a key part of our strategy.
We use them to:
- Capture leads from storm response and emergency searches
- Pre-qualify homeowners by service type or location
- Connect leads directly to our clients’ CRMs and follow-up systems
- A/B test messaging and form layouts for performance
The result? More exclusive leads. Less friction. Faster growth.
Final Thoughts: Lead Forms = Faster, Easier Roofing Leads
If your roofing ads aren’t using lead form extensions, you’re adding unnecessary steps—and losing leads. These extensions offer a seamless way to convert searchers into appointments without ever leaving the ad. For mobile-heavy, fast-moving roofing leads, that’s a game changer.
Apply to work with HOWL and let us build a roofing lead system that combines intent, speed, and conversion-driven ad formats like lead form extensions—so your phone rings with real, exclusive roofing leads every day.