Best Roofing Keywords for High-Ticket Jobs

Most roofing companies bidding on Google Ads make the same mistake: they target every roofing keyword they can find and hope for the best. The result is a budget split between $300 repair leads and $15,000 replacement leads, with no way to prioritize the jobs that actually build their business.

A patch repair at $300 and a full replacement at $15,000 both start with a Google click. But the keywords that generate each are completely different, the landing pages should be different, and the follow-up should be different. When you lump everything together, you optimize for neither.

We've managed PPC for roofing companies long enough to know which keywords attract the jobs worth $10,000–$30,000+ and which ones attract $200 patch jobs that barely cover your truck roll. Here's how to build a keyword strategy focused on high-ticket work.

Why Keyword Selection Matters More for Roofing

Roofing has one of the widest value ranges of any home service. The same "roofing company" search could lead to:

• A $200 minor leak repair
• A $2,000 insurance-covered patch
• A $12,000 asphalt shingle replacement
• A $25,000 standing seam metal roof
• A $50,000+ commercial roofing project

At $30–$75 per click, you can't afford to attract the wrong type of work. If your average ticket needs to be $10,000+ to hit your margins, your keywords need to filter for that.

Full Roof Replacement Keywords

This is where the money is for most residential roofing companies. Full replacements average $8,000–$20,000+ depending on material and square footage.

Top Performers

Strategy Notes

"Cost" keywords convert extremely well for roofing. When someone searches "roof replacement cost," they've already accepted they need a new roof — they're budgeting. Your landing page should address cost transparently with price ranges, financing options, and factors that affect pricing.

"Estimate" and "quote" keywords signal the highest intent. These searchers are ready to schedule an inspection. Prioritize these with higher bids and send them to a streamlined landing page with a short form.

Premium Material Keywords

Homeowners searching for specific premium materials are self-selecting into higher budgets. Metal roof, tile, and slate searches attract homeowners willing to spend 2–3x more than standard asphalt shingle customers.

Top Performers

Strategy Notes

Material-specific keywords have lower search volume but dramatically higher job values. A standing seam metal roof job averages $18,000–$35,000. Even at $35/click with a 5% conversion rate, your cost per lead is $700 — a fraction of the job value.

These homeowners are doing research and comparing quality, not price. Your ads and landing pages should emphasize expertise, certifications for that material, and photo galleries of completed projects in that material.

Want more high-ticket roofing leads? We build targeted PPC campaigns for roofing companies that focus on the jobs that grow your revenue. Get a free keyword strategy session →

Commercial Roofing Keywords

Commercial roofing jobs start at $10,000 and regularly exceed $100,000+. The search volume is lower, but each lead is worth significantly more.

Top Performers

Strategy Notes

Commercial roofing searchers are typically property managers, business owners, or facility managers. They're more methodical in their search and value credentials and experience over price. Your landing page should highlight commercial project portfolios, warranty information, and certifications (GAF, Carlisle, Firestone, etc.).

Create separate campaigns for commercial work. The messaging, landing pages, and follow-up are entirely different from residential. A property manager requesting quotes expects a different experience than a homeowner.

Storm Damage and Insurance Keywords

Storm-related keywords surge after weather events and attract homeowners with insurance-covered jobs. These are time-sensitive opportunities.

Top Performers

Strategy Notes

Storm keywords require geographic precision. When a hailstorm hits, target the specific zip codes and cities affected. Don't run storm ads market-wide — target where the damage actually occurred.

These keywords spike 500–1,000% after major weather events and normalize within 2–3 weeks. Have campaigns pre-built and ready to activate immediately when storms hit. Speed matters — the first roofer on the scene gets the job.

Insurance-related keywords attract homeowners with coverage, meaning they're less price-sensitive. Emphasize your experience with the insurance claim process and free inspections.

Keywords That Attract Low-Value Leads

Avoid these keywords if your goal is high-ticket work:

Repair-Focused Keywords (Low Value)

• "roof leak repair" — Often $200–$500 patch jobs
• "roof patch" — DIYers and minimum-spend customers
• "small roof repair" — Self-identified small jobs
• "cheap roofing" — Price shoppers
• "roof repair cost" — Often seeking the cheapest option

Informational Keywords (No Intent)

• "how to repair a roof" — DIYers
• "roof repair DIY" — Not hiring anyone
• "types of roofing" — Research phase
• "best roofing material" — Months from a decision
• "roofing warranty" — Existing customers

Career/Education Keywords

• "roofing jobs near me"
• "roofer salary"
• "roofing contractor license"
• "how to become a roofer"

Building Your High-Ticket Keyword Strategy

Campaign Architecture

Campaign 1: Replacement/New Roof (Primary Budget)

• Full replacement, new roof, re-roof keywords
• Budget: 35% of spend
• Landing page: Replacement-focused with cost info and financing

Campaign 2: Premium Materials

• Metal, tile, slate, cedar specific keywords
• Budget: 20% of spend
• Landing page: Material-specific galleries and expertise

Campaign 3: Commercial

• Commercial roofing, flat roof, TPO/EPDM keywords
• Budget: 20% of spend
• Landing page: Commercial portfolio and credentials

Campaign 4: Storm/Insurance

• Storm damage, hail, wind, insurance keywords
• Budget: 15% (surge during events)
• Landing page: Free inspection offer, insurance process

Campaign 5: Brand Defense

• Your company name and variations
• Budget: 10% of spend

Essential Negative Keywords

Build this list before launching:

• DIY: how to, DIY, yourself, tutorial, guide, YouTube
• Career: jobs, hiring, salary, apprentice, training, license
• Low Value: cheap, cheapest, budget, discount, free (except free estimate/inspection)
• Retail: Home Depot, Lowes, shingles for sale, materials
• Unrelated: car roof, roof rack, rooftop tent, roof box
• Repair-Focused (for replacement campaigns): patch, small repair, temporary fix, tarp

Bid Strategy

• Bid highest on "estimate" and "quote" keywords — these are the most purchase-ready
• Bid high on material-specific keywords — these self-select for budget
• Bid moderate on "cost" keywords — high intent but need nurturing
• Set lower bids on broad service keywords — higher volume but less qualified

Geographic Strategy for High-Ticket Keywords

Not every neighborhood generates high-ticket roofing work. Target strategically:

Bid higher in:

• Affluent neighborhoods (larger homes = larger roofs = bigger jobs)
• Areas with aging housing stock (20–30 year old roofs need replacement)
• Recently storm-damaged areas
• New construction zones (add-on and upgrade opportunities)

Bid lower or exclude:

• Low-income areas (higher percentage of patch/repair requests)
• Areas with newer construction (10 years or less, no replacement need)
• Outside your realistic service radius

Measuring What Matters

For high-ticket roofing, track beyond cost per lead:

• Cost per qualified appointment — Leads who schedule an inspection
• Cost per estimate given — Appointments that result in a quote
• Cost per signed contract — The number that actually matters
• Average contract value by keyword — Which keywords produce bigger jobs
• Close rate by keyword — Which keywords produce the most closeable leads

A keyword generating $100 leads that close at 40% on $15,000 jobs is infinitely more valuable than a keyword generating $30 leads that close at 5% on $300 repair jobs.

Ready to fill your pipeline with $10K+ roofing jobs? Our PPC management for roofing companies is built around high-ticket lead generation. We target the keywords that attract replacement, premium, and commercial work — not $200 patch jobs. Schedule your free strategy call →