The best advertising for roofers, set up around real calls
Roofing digital marketing gets expensive fast if the ads aren't tight. Clicks for roofing searches often cost more than in many other trades, so roofing PPC only pays off when every dollar is aimed at the right towns, the right searches and a page that turns visitors into inspection calls.
Roofing advertising, compared honestly
There's no single best advertising for roofing. It depends on your season, budget and how many jobs you can take.
| Option | How you pay | Strengths | Watch out for |
|---|---|---|---|
| Google search ads | Per click | Catches people actively searching for repair or replacement; full control of keywords and areas | Clicks can be expensive; needs negative keywords and a strong landing page |
| Google Local Services Ads | Per lead | Shows at the very top; you pay for calls and messages rather than clicks | Verification needed; availability depends on location; less control over wording |
| Facebook & Instagram ads | Per impression or click | Good for inspections offers, before-and-after photos, and homeowners in specific neighborhoods | People aren't searching, so the offer must be strong |
| Yard signs, door hangers | Print cost | Cheap trust-builder near active jobs | Hard to measure |
Roofing is listed among Local Services Ads categories in some countries; check current eligibility on Google's Local Services Ads help.
A roofing PPC campaign that doesn't leak money
Tight areas
Only the towns you actually serve, set to people located there, not just "interested in" them, so you're not paying for clicks from outside your area.
Split by intent
Separate campaigns for repair and leaks, replacement, and inspections. Each gets its own ads and budget.
Negative keywords
Blocking searches like "roofing jobs", "DIY roof repair" or "roof shingles for sale" that cost money and never call.
Call tracking
Calls and forms counted as conversions, so we judge ads by cost per inspection booked, not by clicks.
Plan around storm season
Roofing demand spikes after storms and drops in quiet months. Ad budgets should follow that.
Every month you get
- Campaign setup and ongoing management
- Call and form conversion tracking
- Keyword and negative keyword work
- Ad copy and assets tested
- Weekly optimization and a monthly report
A hypothetical month
Made-up numbers to show the math, not a prediction. Check real click prices for your area in Google's free Keyword Planner.
| Step | Hypothetical number |
|---|---|
| Monthly ad budget | $1,500 |
| Average cost per click | $15 → 100 clicks |
| Clicks that call or fill the form | 12% → 12 leads |
| Leads that book an inspection | 50% → 6 inspections |
The landing page matters as much as the ads. A dedicated roofing landing page is available for $149 if your current site doesn't convert. See PPC landing pages.
A landing page checklist for roofing ads
The page your ads point to decides how many clicks become calls. Before launching roofing ads, I check that it has:
Above the fold
- The service and towns in the headline ("Roof repair in [area]")
- A large call button and a short inspection form
- Your Google rating and license or insurance details
Further down
- Real photos of your roofs, before and after
- What happens after they call: inspection, quote, schedule
- Warranty and financing options if you offer them
Roofing ads questions
What is the best advertising for a roofing company?
For most roofers, Google search ads and Local Services Ads bring the highest-intent calls, because people are searching for a roofer right then. Facebook ads work well for inspection offers and neighborhoods after storms. Many roofers combine both.
How much should a roofer spend on Google Ads?
It depends on click prices in your area and how many jobs you want. Work backwards from what a new job is worth and your close rate. I manage campaigns for $250 a month; the ad budget is paid to Google separately in your own account.
Are Local Services Ads worth it for roofers?
Often yes where they're available, because you pay per lead rather than per click and appear at the top of results. They require verification and give less control over targeting than search ads.
Why are my roofing ads getting clicks but no calls?
Usually the targeting is too broad, there are no negative keywords, or the landing page is weak. Check your search terms report and send ads to a page with a clear call button and trust signals.
Do you run Facebook ads for roofers too?
Yes. Facebook and Instagram ads management is also $250 a month plus ad budget, and works well for inspection offers and before-and-after projects.
Related pages
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