For roofing contractors, lead generation is the lifeblood of a successful business. But let’s face it: manually chasing leads, knocking on doors, or waiting for word-of-mouth referrals isn’t scalable. If you’re tired of seasonal slumps or inconsistent job pipelines, there’s a proven method to put your lead generation on autopilot: Google Ads.
When done right, Google Ads can deliver high-intent, ready-to-book customers straight to your inbox or phone — 24/7, even while you sleep.
In this blog post, we’ll walk you through exactly how to use Google Ads to generate consistent roofing leads, what makes a campaign successful, and how to avoid common (and costly) mistakes that waste your ad budget.
🧠 Why Google Ads Works So Well for Roofing Contractors
Unlike Facebook or other social platforms where ads interrupt users, Google Ads targets people who are already looking for roofing services.
Think about it — if someone types:
- “emergency roof repair near me”
- “roofing contractor in [your city]”
- “new roof installation quote”
They’re not just browsing — they’re actively shopping. This makes Google the perfect platform to meet high-intent buyers at the exact moment they’re ready to hire.
🚀 Step-by-Step Guide to Setting Up Roofing Google Ads That Work
You don’t need a massive budget or advanced marketing degree. You need a clear strategy, the right targeting, and conversion-focused ad copy.
Here’s how to set it up.
✅ 1. Define Your Goal (Leads, Not Clicks)
The goal isn’t to get more clicks — it’s to get roofing leads that convert into jobs.
In Google Ads, this means setting up conversion tracking so you can measure real actions like:
- Phone calls
- Contact form submissions
- Quote requests
- Chatbot inquiries
Without tracking conversions, you’re flying blind.
✅ 2. Choose the Right Campaign Type
There are multiple ways to run Google Ads, but for roofing, the most effective options are:
- Search Ads: Text ads that show up when people search roofing-related terms. These are highest intent and should be your starting point.
- Local Services Ads (LSAs): “Google Guaranteed” listings that show at the very top for local services. If available in your area, LSAs are a must.
- Display/YouTube Ads: These work well for retargeting (more on that later), but not ideal for direct lead gen.
Start with Search Ads and LSAs for best results.
✅ 3. Target High-Intent Roofing Keywords
Not all keywords are created equal. Focus on buyer-ready keywords, not research ones.
🏆 Examples of high-converting keywords:
- “Roofing contractor near me”
- “Emergency roof repair [city]”
- “New roof estimate”
- “Residential roof replacement”
- “Storm damage roof repair insurance help”
Avoid broad or low-intent searches like:
- “types of roof shingles”
- “how to fix a roof yourself”
- “what is a roof pitch”
Use Google’s Keyword Planner to estimate search volume and bid cost.
✅ 4. Set Location Targeting to Your Local Service Area
Only show your ads where you actually work.
In Google Ads:
- Set a radius around your office (e.g. 25 miles)
- OR target specific zip codes or cities
- Exclude areas you don’t service
Bonus: Use location-specific ad copy like “Serving homeowners in Dallas since 2007” to improve click-through rates.
✅ 5. Write Click-Worthy Ad Copy
Your ads are competing with multiple other roofers. You need to stand out with clear, benefit-driven headlines.
Great Roofing Ad Headlines:
- “Free Roof Inspection – Book Today”
- “Fast & Affordable Roofing in [City]”
- “Licensed Roofers. Financing Available.”
- “Emergency Roof Repairs – 24/7 Service”
Use ad extensions like:
- Call extension (click to call)
- Sitelinks (services like roof repair, installation)
- Location extension (show your address or map)
- Review extensions (build trust)
✅ 6. Build a High-Converting Landing Page
Don’t send paid traffic to your homepage. Build a dedicated roofing landing page focused on one thing: converting visitors into leads.
Your landing page should include:
- Strong headline (“Need Roof Repairs Fast?”)
- Trust symbols (BBB, Google reviews, licenses)
- Before-and-after photos
- Testimonials
- Contact form (with minimal fields)
- Phone number with click-to-call
- Live chat or chatbot (optional but powerful)
Speed matters. Your page should load fast, especially on mobile.
✅ 7. Use Call Tracking and Conversion Monitoring
Install tools like:
- CallRail or Google Call Tracking to track calls from ads
- Google Tag Manager + Google Analytics for form fills
- CRM integrations to measure which leads actually book jobs
This allows you to see which keywords or campaigns are generating paying customers, not just traffic.
✅ 8. Set Your Budget Wisely
A roofing lead via Google Ads can cost anywhere from £20–£150+, depending on your location and competition.
Start with a daily budget of £30–£50, and focus on refining:
- Keyword match types (start with phrase match)
- Negative keywords (e.g., “DIY,” “free,” “how to”)
- Geo-targeting and device bid adjustments
Over time, double down on what’s working.
🔄 Bonus: Use Retargeting to Stay Top of Mind
Not everyone who clicks will convert immediately. Set up retargeting campaigns using Google Display Network or YouTube Ads to “follow” past visitors.
Show ads like:
- “Still Need That Roof Repaired?”
- “Get Your Free Roofing Estimate Today”
- “Trusted [Your City] Roofers – Book Now”
This reminds warm leads to come back and convert.
⚠️ Common Mistakes That Waste Your Ad Budget
Avoid these pitfalls:
❌ Sending traffic to your homepage
❌ Not using call tracking or conversion data
❌ Bidding on broad, irrelevant keywords
❌ Letting campaigns run without optimization
❌ Forgetting to use negative keywords
❌ Ignoring mobile device optimization
📈 Results You Can Expect
With a well-structured campaign and optimized landing page, roofing contractors often see:
- 5–15+ leads per week within 30 days
- Cost-per-lead as low as £40–£75
- ROI of 4x to 10x ad spend
- Steady stream of qualified jobs even in slow seasons
Google Ads isn’t a gamble when done right—it’s a growth engine.
🛠 Need Help Setting Up Google Ads for Roofing?
At [Your Roofing Marketing Agency], we specialize in helping roofing contractors:
- Launch profitable Google Ads campaigns
- Build landing pages that convert
- Track every lead and call
- Turn ad spend into revenue on autopilot
