Google Ads for Roofing Companies: What Converts

Roofing is a brutal Google Ads market. CPCs are high, lead quality is inconsistent, and half the "leads" that come through are homeowners who just want a free inspection with no intention of signing a contract. After managing PPC for roofing companies across 11 operators — from single-truck outfits to multi-state operations doing $20M+ annually — I can tell you that the gap between profitable roofing PPC and money-burning roofing PPC comes down to understanding what actually converts. Not what generates clicks. Not what fills out forms. What turns into signed contracts with deposits.

Here's what works.

Section 1: The Roofing PPC Conversion Problem

Why Roofing Leads Are Uniquely Difficult

Roofing sits in an awkward spot in the home services world. Unlike plumbing or HVAC where the customer has an immediate, urgent problem, many roofing leads are in research mode. They noticed a leak, saw some shingles in the yard, or got a notice from their HOA. They're gathering estimates — sometimes three, sometimes five, sometimes they're just trying to figure out if they even need a new roof.

This means your conversion funnel has to work harder. A click doesn't mean intent. A form fill doesn't mean a qualified lead. Even a phone call doesn't mean a sellable job. You need to filter at every stage.

The Aggregator Problem

Roofing is one of the most aggregated lead categories. Companies like Angi, HomeAdvisor, and dozens of smaller players buy the same keywords you do, then sell the lead to 3–5 contractors simultaneously. When a homeowner fills out one form and gets called by four companies within 30 seconds, everyone's close rate drops. Your Google Ads need to generate exclusive leads — people who contacted you directly, not a marketplace.

Section 2: Keywords That Generate Signed Contracts

Not all roofing keywords are created equal. Here's how to tier them by actual contract conversion rate:

Tier 1: Service-Specific, High-Intent

These searchers know what they need and are looking for the contractor to do it:

• "roof replacement [city]"
• "new roof cost [city]"
• "roofing contractor near me"
• "roof repair [city]"
• "metal roof installation [city]"

These keywords have CPCs in the $15–$50 range depending on market, but they generate leads that convert to contracts at 15–25%.

Tier 2: Damage-Driven

Storm damage and insurance-related searches convert well because the homeowner has urgency and often insurance coverage:

• "storm damage roof repair"
• "hail damage roofing [city]"
• "roof insurance claim help"
• "emergency roof tarp [city]"

These are seasonal and market-dependent. When a storm hits, CPCs spike 200–300% within 48 hours. If you have a pre-built storm campaign ready to activate, you capture demand before competitors react.

Tier 3: Research-Phase (Lower Conversion, Budget-Cap)

• "how much does a new roof cost"
• "roof replacement vs repair"
• "best roofing material for [region]"

These searchers are 2–6 weeks from making a decision. They convert to contracts at 5–8%, so only run them if you have budget headroom. They're useful for building retargeting audiences.

Keywords to Avoid

• "roofing jobs" / "roofing companies hiring" — job seekers, not customers
• "DIY roof repair" — they're not hiring you
• "free roof inspection" — unless you offer this as a lead gen strategy (proceed with caution, attracts low-quality)
• "roofing [city] reviews" — they're researching competitors, not hiring

Section 3: Campaign Structure for Roofing PPC

Campaign 1: Roof Replacement (Primary — 40% of budget)

This is your highest-ticket campaign. Average residential roof replacement runs $8,000–$25,000.

Structure:

• Separate ad groups by roofing type (asphalt shingle, metal, tile, flat)
• Exact and phrase match keywords only
• Dedicated landing page per roofing type with material comparisons, pricing ranges, and project galleries

Campaign 2: Roof Repair (25% of budget)

Lower ticket but higher volume. Repair leads convert to replacement jobs 10–15% of the time, making them a feeder campaign.

Structure:

• Separate ad groups for leak repair, storm damage, general repair
• Landing page emphasizing fast response and free estimates
• Call-only ads for mobile traffic (repair customers want to talk now)

Campaign 3: Storm/Insurance (15% of budget — activatable)

Keep this campaign built and paused. When a storm hits your area, activate within hours.

Structure:

• Storm-specific keywords pre-loaded
• Landing page addressing insurance claims process
• Ad copy referencing the specific weather event ("Hail Damage from Tuesday's Storm?")
• Budget: uncap during the first 72 hours after a major storm, then taper

Campaign 4: Commercial Roofing (15% of budget)

If you do commercial work, separate it completely from residential. Commercial decision-makers search differently and have different conversion paths.

Structure:

• Keywords: "commercial roofing contractor," "flat roof repair commercial," "TPO roofing [city]"
• Landing page focused on certifications, fleet size, project portfolio
• Form-based conversions (commercial buyers rarely call directly from an ad)

Campaign 5: Brand (5% of budget)

Protect your company name from competitor conquesting and aggregator bidding.

Section 4: Landing Pages That Convert Roofing Leads

Your landing page is where most roofing companies lose the deal. Sending a "$20,000 new roof" prospect to your homepage with a stock photo of a house is leaving money on the table.

What Converts

• Localized headline: "Trusted Roofing Contractor in [City] Since [Year]"
• Project gallery: Real photos of completed jobs in the area. Ideally before/after shots with the specific roofing material shown
• Pricing transparency: "Roof replacement starting at $X per square foot" — this filters out leads who can't afford you while building trust with those who can
• Insurance expertise callout: If you handle insurance claims, make it prominent. "We work directly with your insurance company" is a major trust signal
• Reviews from the local area: Google reviews embedded or screenshots showing reviewer location
• Single CTA: Free estimate form + phone number. Nothing else.

What Kills Conversion

• Navigation links to other pages
• Generic "we serve all your roofing needs" messaging
• No pricing guidance (homeowners feel ambushed when they get the estimate)
• Stock photos instead of real project images

We've measured 35–55% improvements in conversion rate when roofing companies switch to dedicated, localized landing pages.

Section 5: Lead Qualification and Tracking

The Roofing Lead Quality Problem

In a typical roofing Google Ads account, 40–50% of "leads" are unqualified:

• Homeowners who want a free inspection but have no damage
• Renters who can't authorize work
• People outside your service area
• Commercial inquiries hitting residential campaigns
• Existing customers calling about warranty issues

How to Filter

Call tracking with duration thresholds: Set 90-second minimum for roofing calls. A qualified roofing conversation where the homeowner describes their problem and you schedule an estimate takes at least 90 seconds. Anything shorter is usually a hang-up, wrong number, or "just checking prices."

Form qualification questions: Add 2–3 qualifying fields to your form:

• Property type (own or rent)
• Roofing issue (repair, replacement, storm damage, new construction)
• Timeline (ASAP, within 30 days, just researching)

This reduces form volume by 15–20% but increases qualified lead rate by 40–50%.

Offline conversion import: When a lead becomes a signed contract, feed that data back to Google. This is the highest-leverage optimization you can make — it tells Google's algorithm which clicks generate revenue, not just which clicks generate form fills.

Section 6: Roofing PPC Benchmarks (2026)

The critical metric here is CPA per signed contract, not CPA per lead. A $300 lead CPA means nothing if only 1 in 10 signs. Track the full funnel.

Conclusion

Roofing Google Ads convert when you stop chasing volume and start engineering quality. Segment by service type, build localized landing pages, qualify leads before they hit your sales team, and feed contract data back to Google so the algorithm learns what a real customer looks like.

The roofing companies winning on Google Ads in 2026 aren't the ones spending the most. They're the ones wasting the least.

Want to see where your roofing PPC budget is leaking? Book a free PPC audit and we'll break down your campaign structure, identify wasted spend, and show you what your cost per signed contract should actually look like.