Do Google Ads work for roofing companies?
Yes. Homeowners who search for a roofer usually need one soon, and a single replacement can be worth more than a month of ad spend. The key is measuring booked inspections and signed contracts.
The roofing accounts that struggle usually mix every kind of search into one campaign, judge success on form fills and leave the phone untracked. Fixing those three things changes the economics.
How should a roofing account be structured?
| Campaign | Example searches | Measure |
|---|---|---|
| Replacement | roof replacement, new roof cost, roofing contractor | Booked inspections, contracts |
| Repair | roof leak repair, roof repair near me | Booked repairs |
| Storm & insurance | hail damage roof, storm damage roof inspection | Inspections in affected ZIPs |
| Brand | your company name | Protect branded traffic |
Negatives: DIY, shingles for sale, roofing jobs, salary, supplies, Home Depot and Lowe’s, metal roofing panels if you do not install them.
How do roofers get storm damage leads?
Prepare before the storm. Build storm campaigns and ads in advance, then switch them on and raise budgets in the ZIP codes that were hit as soon as reports come in.
After a storm, homeowners contact several roofers at once. Speed matters more than price. Make sure ads, landing pages and phones are ready, and keep claim-related messaging accurate and within platform rules.
What should a roof inspection cost you?
Example: a $14,000 average replacement at a 35% margin is $4,900 of gross profit. If you are willing to spend 30% of that to win the job, you can pay about $1,470 per signed contract. If 30% of inspections become contracts, you can pay up to about $440 per booked inspection.
Use the cost per booked job calculator with your own numbers.
Why does call tracking matter so much for roofers?
Many roofing leads come by phone. Without call tracking, those leads are invisible to Google Ads and to your reports, and good campaigns look like failures. Use tracking numbers on ads and your site, count calls over a set length as leads, and mark which ones become inspections.
Should roofers use Local Services Ads?
For most eligible residential roofers, yes. They appear at the top of the page, charge per lead and show the Google Guaranteed badge. They work best alongside search campaigns, and invalid leads should be disputed.