Campaigns by job type
Repair and leaks, full replacement, storm and insurance, commercial if you run it. Each with its own ads, bids, and landing path.
Google Ads for roofers
Google Ads for roofers that buy jobs, not the word roofing
Google Ads for roofing contractors only works when campaigns are split by intent, negatives kill DIY and careers, geo matches your trucks, and someone calls the lead in minutes. We run the account and book the estimate. You close.
Roofers look up Google Ads because they need jobs this month. The auction is expensive. Broad match on roofing will eat a budget on people who want materials, careers, or a city you do not serve.
We build Google Ads for roofing companies the way a shop actually sells: separate campaigns for repair, replacement, insurance, and commercial. Then our desk calls every conversion so the click becomes a visit.
If the account cannot be scored on sat estimates, it is not done. Cost per click is a means. Cost per booked job is the point.
What a roofing PPC account should produce
Clicks from homeowners searching roof repair, roof replacement, and storm damage in your cities, called immediately, and booked as estimates. Not a blended campaign that also bought roofing jobs hiring.
The gap
Why roofing Google Ads accounts bleed
Most failed PPC stories are not Google is too expensive. They are structure, negatives, landing pages, and follow-up.
One campaign named Roofing
Repair, replacement, and leak searches do not share the same bid or ad. Lumped together, the cheap junk wins the budget.
No negative keyword list
Jobs, DIY, how to, cheap, materials, and wholesale are how contractors light money on fire. Negatives go in before the first dollar.
Geo that is a suggestion
Presence targeting that includes neighboring metros sends trucks you will never roll. We fence the account to cities you can sit.
Landing pages that bounce
Sending paid traffic to a slow homepage with a buried number means you paid for a bounce. Ads need a page that can convert on a phone.
Leads sitting in email
A $200 click that waits forty minutes is a donation to the next roofer in the auction. We call it.
Optimizing to form fills
Google will find cheap conversions if you ask for leads. We optimize toward calls and booked estimates you actually run.
Included
What we run inside Google Ads
This is a roofing PPC program with a calling desk, not a freelancer who logs in twice a month.
Search terms hygiene
Weekly search term review. Negatives for DIY, careers, materials, competitors you do not want, and cities outside the map.
Call tracking and missed-call text
Every paid call is attributed. Missed rings get a text so the click is not wasted because a crew was on a roof.
Google Guaranteed, when it fits
Local Services Ads sit next to search. We take those calls, qualify, and book so LSA is not another voicemail source.
Appointment setting on every conversion
Forms and calls go to setters you approve. PPC without this step is how good accounts still feel like they do not work.
Budget vs capacity
If estimators are full, we do not scale spend to impress a dashboard. If they are light, we raise the campaigns that sit.
Process
How we launch Google Ads for a roofing contractor
We do not import a template from another trade. The account is built around your tickets, map, and calendar.
01
Inventory the work you want
Which jobs pay. Which you will not run. Insurance appetite. Commercial yes or no. That list becomes campaign structure.
02
Build the fences
Geo, schedule, negatives, and match types. Presence in the auction only when a real buyer in your area could convert.
03
Point ads at capture
Dedicated paths for repair vs replacement vs storm. Click-to-call and short forms. No mystery homepage tours.
04
Connect the desk
Call routing, CRM, and scripts. The person who answers knows it is a paid roofing inquiry and books or kills it.
05
Launch in layers
Highest-intent terms first. We do not blow the budget on research queries while emergency and replacement still have headroom.
06
Optimize to sat jobs
Search terms, geos, and ads move based on which clicks became estimates that sat. Not based on click-through rate alone.
Qualification
Keywords we buy, and keywords we block
Hire intent lives in repair, replacement, emergency, and storm searches with a city or near me. Everything else is usually a leak.
We bid toward
- Roof repair, leak, emergency, and missing shingles with geo
- Roof replacement, new roof, and reroof with geo
- Storm, hail, and insurance roofing where you want that work
- Roofing contractor near me inside your service cities
We separate
- Repair vs replacement so bids and ads match urgency
- Residential vs commercial if both are in play
- Brand vs non-brand so you are not paying twice for your own name without knowing
- Storm windows vs baseline retail so weather does not distort the whole account
We block early
- Jobs, hiring, careers, salary, training
- DIY, how to, cheap, free, materials, wholesale, supplies
- Trades you do not run, including siding-only or solar when you said no
- Cities and counties outside the drive-time you approved
We watch every week
- Search terms that converted to junk visits
- Geos with high spend and low sit rate
- Ads that get calls but no booked estimates
- Budget sitting on research terms instead of hire terms
Who it is for
Who should run Google Ads with us
Contractors who already burned a budget
You tried PPC, got tire-kickers, and swore off Google. The account was probably unstructured. We rebuild it around jobs.
Shops that need estimates this month
SEO will not fill next week. Search ads can, if follow-up is attached.
Owners tired of being the PPC tech
You should not live in the search terms report. We will. You approve the map and the volume.
Companies that can sit the visits
If you cannot run estimates, we will not scale clicks. PPC without capacity is how close rate collapses.
Boundaries
What we will not do in Google Ads
Not broad match on roofing
That is how you buy careers and DIY. Structure first. Expansion later, if the data earns it.
Not set and forget
Roofing auctions change with weather and season. An untouched account drifts into waste.
Not leads without a call
We will not celebrate a form fill that nobody contacted. The desk is part of PPC.
Not hiding the account from you
You should own the Google account. We manage it. If we ever part ways, the data stays with the shop.
Compare
Roofing PPC specialist vs a media buyer
PointOur Google AdsTypical PPC vendor
Structure
Our Google AdsRepair, replacement, storm, commercial split
Typical PPC vendorOne campaign, broad match, hope
Negatives
Our Google AdsDIY, jobs, materials, out-of-area from day one
Typical PPC vendorAdded after the budget is gone
After the click
Our Google AdsSetters call, qualify, and book
Typical PPC vendorAn email notification to the shop
Goal
Our Google AdsSat estimates in your cities
Typical PPC vendorClicks or cheap conversions
Weather
Our Google AdsStorm budgets and scripts ready
Typical PPC vendorThe same bids, now more expensive
Operating numbers
PPC numbers we actually manage
Split
Campaigns by job type, not one Roofing bucket
Fenced
Geo limited to cities your crews cover
Called
Every paid conversion worked by the desk
Sat
Optimization target is estimates that show
Build-out
Account build details
Call-only and call-capable ads
Homeowners on a leak search want a phone number. We do not force everyone through a long form.
Landing paths
Repair, replacement, and storm each get a page that matches the query. Message match is how Quality Score and conversion both move.
Conversion actions
We count calls and booked appointments, not thank-you page visits from tire-kickers.
Bid strategy
Manual or tCPA only after there is enough clean conversion data. We do not hand a messy account to Smart Bidding and pray.
LSA alongside search
Google Guaranteed is a different auction. We run it as its own channel with the same qualification standard.
Weekly search term surgery
New junk queries get negatives. New money queries get their own ads. This is the unglamorous work that makes PPC profitable.
Questions
Google Ads for roofers, answered
Straight answers on people, process, and what actually lands on your calendar.
Enough to produce the estimates your crews can run, in the cities you serve, on hire-intent terms. A small budget on broad roofing will fail. A right-sized budget on repair and replacement, with follow-up, can fill a calendar.
Next step