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Home/Google Ads Management/Roofing Companies
Google Ads for Roofers

Google Ads For Roofing Companies,
Judged On Signed Roofs.

Google Ads works for a roofing company when the account is optimised for signed contracts, not for phone calls. We run your Search and Local Services Ads inside your own account, and send every signed job from your CRM back to Google — so bidding learns which searches turn into roofs.

Book Free Audit → What It Costs A Roofer
The Numbers

What Google Ads costs a roofer

Across US roofing search campaigns, the averages look like this. Your city will be higher or lower — which is why we pull your own market’s numbers before quoting anything.

$10.70
average cost per click
3.70%
of clicks become a call or form
$228
average cost per lead

Roofing & gutters averages from LocaliQ’s home services benchmarks: 3,211 US search campaigns, April 2024 – March 2025.

A lead is not a roof

The number that decides whether Google Ads is working is your cost per signed job: cost per lead divided by the share of leads you close.

At a $228 lead, a roofer who signs one lead in four pays about $912 per roof. Sign one in eight and the same ads cost $1,824 per roof. Nothing in the ad account changed — only what happened after the phone rang.

Cost per lead$228
Close 1 in 4$912 per roof
Close 1 in 8$1,824 per roof
Worked example using the benchmark above. Your real close rate comes from your CRM.
Choosing Campaigns

Search Ads or Local Services Ads?

Most roofers do best running both. They do different jobs.

Search AdsLocal Services Ads
You pay forEach click on the adEach lead — a call, message or booking from the ad
To qualifyGoogle Ads policiesGoogle’s screening, which can include background, business registration, license and insurance checks, and reviews
You controlKeywords, ad text, landing page, bids by service and areaService types, service area, budget and your profile
Strongest forReplacement, storm and insurance searches, where your own page does the selling“Roofer near me” searches from homeowners who want to call now

How Local Services Ads charge and screen providers: Google Local Services Help.

Where Money Leaks

Why roofing accounts waste budget

Four common ways roofing Google Ads accounts waste money.

Every call counts as a lead

Google counts a call once it passes a minimum length. It can’t tell a homeowner from a supplier, a sales pitch or an existing customer — so the dashboard looks cheap and bidding chases more of the wrong calls.

A repair and a replacement look the same

Without contract values coming back, a small leak repair and a full tear-off are the same “conversion” to Google. It has no reason to prefer the search that pays for the year.

Storms without guardrails

When hail hits, searches and competition jump together. Accounts without service-area limits and budget rules either miss the surge or spend a month’s budget outside the area they can serve.

Searches that were never customers

“Roofing jobs”, “roofing supplies”, “how to fix a roof leak yourself”. Broad matching pays for all of them until someone reads the search terms every week and blocks them.

How We Run It

From first call to signed contract

  1. Audit the tracking first. A dedicated call tracking number for the ads, recorded calls, and the Google click ID saved with every form, so each lead can be traced back to the search that produced it.
  2. Split campaigns by the job, not the keyword list. Repair, replacement, storm and insurance, and commercial each get their own budget and landing page, per service area.
  3. Set up Local Services Ads alongside. Profile, service types, service area and verification, so you appear in the top listings for homeowners ready to call.
  4. Connect your CRM. Inspections booked and contracts signed go back to Google with their value, using Google’s offline conversion import or enhanced conversions for leads. Bidding starts learning from roofs, not rings.
  5. Clean it every week, report in jobs every month. Search terms reviewed and blocked, storm budgets adjusted, and a report that shows signed jobs and cost per roof — not impressions.
Works with the CRM you already use AccuLynxJobNimbusServiceTitanJobberHousecall ProOr a spreadsheet
Real Results

The same problem, in other trades

These are home service companies with the call-tracking problem roofers have. Each one is written up in full.

HVAC company · Ohio Google Ads said each lead cost $44. The real cost was closer to $410. $127 real cost per lead after the fix, with booked jobs imported from ServiceTitan Read the case study → Plumbing company · USA Hangups and voicemails counted as conversions — a $22 reported cost per acquisition was really $380. $380 true cost per acquisition exposed, and the budget rebuilt around it Read the case study →
FAQ

Common questions from roofers

Work backwards from the roofs you want. Signed jobs wanted, divided by your close rate, times your cost per lead gives a monthly budget. Six roofs a month at a one-in-four close rate and a $228 lead is about $5,470. Your city’s click prices move that number, so we check your market before quoting.
Usually, yes, alongside Search. You pay per lead rather than per click and appear above the regular ads, but you control far less: no keywords, no landing page. Search is where replacement and storm work is won, because your own page does the selling.
Because Google counts calls, not customers. Suppliers, sales calls, wrong numbers and existing customers all count once a call passes the minimum length. Separate tracking numbers, call qualification and importing signed jobs from your CRM show the real cost.
Yes. Storm and insurance work gets its own campaigns, budget rules and landing pages, separate from retail replacement and repair, so a surge after hail does not spend the month’s budget in a day.
AccuLynx, JobNimbus, ServiceTitan, Jobber, Housecall Pro and most others. If jobs live in a spreadsheet, that works too — what matters is that signed contracts get back to Google with their value.
Leads usually start within a week or two. Bidding needs signed jobs flowing back before it can really learn, so allow 60–90 days for the account to hit its stride.
Yours, always. You own the account, the conversion history and the leads. If we stop working together, everything stays with you.
🔍 Free Ad Account Audit

30 minutes.
Then you will know your cost per roof.

We open your Google Ads account with you and compare what it reports against the jobs your CRM says you actually signed. No pitch — if your setup is clean, we will say so.

✓You own everythingYour ad account, your data, your call tracking, your setup.
✓Reported in signed jobsCost per roof, not clicks and impressions.
✓No long-term lock-inMonth to month after the initial build. Leave whenever.
Book Free Audit →

Also for roofers: Local SEO · Meta Ads · Tracking & Conversion Setup