Roofing is one of the priciest trades in Google Ads, so the difference between a good and bad roofing PPC agency is measured in thousands of wasted dollars a month. We run paid search tuned for one number: cost per booked roof.
Every dollar is aimed at booked jobs, not clicks. In a trade where a single junk click can cost more than ten dollars, discipline is the whole game.
Campaigns split by job type. Repair, replacement, storm damage and commercial searches behave differently and are worth different amounts, so we separate them rather than lumping them into one budget.
Local Services Ads and Google Guaranteed. Pay-per-lead placement above the normal ads, where the Google Guaranteed badge earns trust for a high-ticket roofing decision.
Ruthless lead qualification. Roofing attracts tyre-kickers, researchers and other contractors. Negative keywords, location tightening and call screening keep your budget on homeowners who will actually buy.
Landing pages that convert. A dedicated page per campaign with proof, reviews and a click-to-call, because sending a $12 click to a generic homepage is how roofers lose money on ads.
Storm-season scaling. We scale spend up when demand spikes after weather events and pull back when it does not, so you are not paying peak prices in a quiet month.
Cost per booked roof tracking. Call tracking and offline conversions tie spend to signed jobs, so we optimise on revenue, not on cheap clicks.
In LocaliQ and WordStream's analysis of 3,211 US home services search campaigns, roofing and gutters had the highest cost per lead of any trade, around $228, on a cost per click of roughly $10.70. That is not a reason to avoid ads; it is the reason management quality matters more here than almost anywhere. At those prices, a poorly targeted campaign burns a month's budget on leads that never book, while a tight one turns the same spend into signed roofs.
Ads buy demand now. Left alone, they mean renting every lead at a premium forever.
The roofers who win long-term pair paid search with organic, so that over time more of their calls come in free and their blended cost per job falls. We build the ranking side as roofing SEO, and run both together inside our full roofing marketing agency service.
If your ad account is already running, we will tell you honestly whether it is worth keeping or rebuilding before you spend another dollar.
Tell us about your roofing business and we'll audit your Google Ads, then show you exactly where the budget is leaking and what a booked roof should actually cost you.