Roofing company Google Ads setup guide

A successful roofing company Google Ads setup is the single fastest way to get your phone ringing with high-value, “ready-to-buy” leads. But for most roofers, it’s also the fastest way to waste thousands of dollars.

The roofing industry is one of the most competitive and expensive spaces in all of Google Ads. You’re not just competing with other local, reputable contractors; you’re fighting “storm chasers,” lead generation aggregators, and companies with massive marketing budgets. Average-cost-per-click (CPC) can soar past $25, and a single qualified lead (CPL) can cost $100, $200, or even $300.

If your Google Ads account is a “set it and forget it” mess, you are burning cash.

The good news? Most of your competitors are doing it wrong. They use the wrong keywords, show ads to the wrong people, and have no real tracking.

This guide is the definitive blueprint for a professional roofing company Google Ads setup. We’re pulling back the curtain on the exact process we use to build profitable lead-generation machines for our roofing clients. Follow these steps to stop wasting money and start dominating your service area.

The First Critical Choice: Search Ads vs. Local Services Ads (LSAs)

Before you even think about keywords, you must understand the two different “games” Google offers. This is the most important decision in your roofing company Google Ads setup, and 90% of contractors get it wrong.

1. Google Search Ads (PPC)

These are the traditional text ads you see in search results.

How you pay: Pay-Per-Click (PPC). You pay every time someone clicks your ad, whether they call you or not.
Pros: You have 100% control over your keywords, ad copy, landing pages, and budget. You can build your brand and target very specific, niche services (e.g., “TPO roof coating,” “historic slate tile repair”).
Cons: It’s complex. You pay for all clicks, including competitors and irrelevant searches. You must manage a complex account.

2. Google Local Services Ads (LSAs)

These are the “Google Guaranteed” blocks that appear above the traditional search ads.

How you pay: Pay-Per-Lead (PPL). You only pay when a qualified customer calls or messages you directly through the ad.
Pros: Massive trust with the “Google Guaranteed” badge. You only pay for actual leads. It’s simpler to manage. CPL is often lower and more predictable.
Cons: You must pass a background check and provide proof of insurance. You have less control over “keywords”—it’s based on the job categories you select (e.g., “Roof Repair,” “Roof Installation”).

The Expert Recommendation: You must do both.

Use Local Services Ads to capture the high-intent, “my-roof-is-leaking-right-now” emergency leads who trust the Google Guarantee. Use traditional Search Ads to capture all the other valuable, research-based, and service-specific searches that LSAs will miss.

Internal Link: Need help with the LSA verification process? Our [Google LSA setup service for contractors] can fast-track your application and get you “Google Guaranteed” in record time.

The Blueprint: How to Structure Your Account for Profit

Do not, under any circumstances, dump all your keywords into one campaign and one ad group. This is the single most expensive mistake you can make.

A proper account structure is the foundation of a successful roofing company Google Ads setup. It ensures the right ads show for the right keywords, which increases your Quality Score, lowers your costs, and gets you better leads.

Here is the ideal structure.

Level 1: Campaigns (Your Main Service “Buckets”)

Think of Campaigns as your main budget buckets. Each campaign should represent a major service category. This lets you assign different budgets to the services that are most profitable for you.

Campaign 1: Roof Repair (High Urgency)
Campaign 2: Roof Replacement (High Ticket)
Campaign 3: Roof Inspection / Maintenance
Campaign 4: Commercial Roofing (if you do it)
Campaign 5: Branded (for your company name)

Level 2: Ad Groups (Your Hyper-Specific Services)

Inside each Campaign, you create Ad Groups. Each Ad Group targets a small, tightly-themed cluster of keywords.

This is the secret. A person searching for “shingle repair” should see an ad that says “Fast Shingle Repair.” A person searching for “flat roof repair” should see an ad for “Flat Roof Repair.”

Example: Inside “Campaign 1: Roof Repair”

Ad Group 1: Emergency Roof Repair
- Keywords: “emergency roof repair,” “24/7 roofing help,” “urgent roof leak”
- Ad: “Emergency Roof Repair? 24/7 Service. Call Now!”
Ad Group 2: Storm Damage Repair
- Keywords: “storm damage roof repair,” “hail damage roof,” “wind damage roofing”
- Ad: “Storm Damage Roof Experts. We Help With Insurance Claims.”
Ad Group 3: Leaking Roof Repair
- Keywords: “leaking roof repair,” “fix roof leak,” “ceiling leak repair”
- Ad: “Stop Your Roof Leak Fast. Free Leak Inspections.”
Ad Group 4: Shingle Repair
- Keywords: “shingle repair,” “replace missing shingles,” “asphalt shingle repair”
- Ad: “Missing Shingles? Fast & Affordable Shingle Repair.”

This granular structure tells Google you are extremely relevant, which is the key to winning at Google Ads.

Keyword Research: How to Find Buyers, Not Browsers

Your campaign will live or die by its keywords. You need to target keywords that show high commercial intent. This means the user is looking to hire someone, not do it themselves.

The 3 Types of High-Intent Roofing Keywords

Problem / Urgency Keywords (The Best Leads)
- emergency roof repair [city]
- storm damage roof repair [city]
- leaking roof repair [zip code]
- hail damage roofing contractor [city]
Service-Specific Keywords
- metal roof installation [city]
- TPO roofing contractor [city]
- asphalt shingle replacement [city]
- flat roof repair [neighborhood]
“Near Me” & “Cost” Keywords
- best roofing companies near me
- roof replacement cost [city]
- roofer in [city]
- licensed roofing contractor near me

A Critical Mistake: Match Types

When you add a keyword, Google asks for a “match type.” This tells Google how much freedom it has to “match” your keyword to a user’s search.

Broad Match: roof repair (Google’s default, and it’s terrible. It could show your ad for “DIY roof repair videos” or “roof repair jobs.” Avoid this at all costs.)
Phrase Match: "roof repair" (Shows your ad for searches that include the meaning of “roof repair.” This is your workhorse. It will match “emergency roof repair” or “best roof repair company.”)
Exact Match: [roof repair] (Only shows for searches with the exact same meaning or intent. E.g., “roof repair” or “repair a roof.”)

Recommendation: Build your Ad Groups using Phrase Match and Exact Match keywords only. This gives you control and is a foundational part of a smart roofing company Google Ads setup.

External Link: You can start your research using Google’s free Keyword Planner to see search volumes and cost estimates in your area.

The “Money-Saver”: Your Must-Have Negative Keyword List

A negative keyword prevents your ad from showing when a search includes that term. This is just as important as the keywords you do target. A strong negative keyword list is the #1 way to immediately improve your roofing company Google Ads setup and profitability.

You are paying for every irrelevant click. Add these as “Campaign Level” negative keywords today.

The Ultimate Roofing Negative Keyword Starter List:

DIY & Informational: how to, guide, tutorial, DIY, videos, pictures, ideas, information, what is, learn
Jobs & Careers: jobs, hiring,R careers, employment, salary, resume, company
Low Quality / Irrelevant: free, cheap, cheapest, low cost (Unless you are a budget brand, this filters out price-shoppers)
Materials You Don’t Use: slate, tile, metal, copper (If you only do asphalt, for example)
Irrelevant Services: siding, gutters, windows, painting, pressure washing (Unless you offer them)
Software & Tools: software, calculator, estimating, tools, supplies, home depot, lowes

Check your “Search Terms” report weekly to find new negative keywords. This is the simple “weeding the garden” that ensures you’re only paying for potential customers.

Crafting Ad Copy That Wins the Click (and the Call)

Your keyword and structure got you into the auction. Your ad copy has to win the click. It needs to speak directly to the user’s problem and give them a compelling reason to choose you over the other three ads.

The Anatomy of a High-Converting Roofing Ad

Headline 1: Match the User’s Search (e.g., Emergency Roof Repair [City])
Headline 2: State Your Key Value Proposition (e.g., 24/7 Service | Free Estimates)
Headline 3: Build Instant Trust (e.g., Licensed, Insured & 5-Star Rated)
Description 1: Empathize, state the solution, and add a Call-to-Action (CTA).
- Example: “Leaking roof? We stop leaks fast. Get a 100% free, no-obligation inspection today from [Your City’s] most trusted roofer. Call now!”
Description 2: Add more trust signals and USPs.
- Example: “Family-Owned Since 1998. GAF-Certified Master Elite. A+ BBB Rating. We offer financing options. Get your free quote!”

Unlock Ad Extensions: Your Secret Weapon

Ad Extensions are free “upgrades” that make your ad bigger and more clickable. Using them is a mandatory part of any professional roofing company Google Ads setup.

Sitelink Extensions: Add links to other pages on your site. Use: About Us, Roof Repair, Financing, Testimonials.
Callout Extensions: Short, non-clickable snippets. Use: A+ BBB Rating, 24/7/365 Service, Financing Available, Locally Owned, 10-Year Warranty.
Call Extensions: This is the most important one. It adds a clickable “Call” button on mobile. You must use this.
Location Extensions: Links to your Google Business Profile and shows your address. Essential for local trust.
Image Extensions: Show high-quality photos of your team and your best work. This makes your ad stand out dramatically.

Ads with multiple extensions get a higher click-through rate, which raises your Quality Score and lowers your costs. Use all of them.

The “Leaky Bucket” Problem: Landing Pages & Conversion Tracking

This is the final, and most overlooked, piece of the puzzle. You can have the world’s best roofing company Google Ads setup, but if you send that expensive traffic to a “leaky bucket,” you’re wasting every penny.

Your Homepage Is a Terrible Landing Page

Sending ad traffic to your homepage is like welcoming a guest to your house and telling them to “find what you’re looking for.” It’s lazy and it doesn’t convert.

A user who clicks an ad for “Storm Damage Repair” must go to a dedicated Landing Page only about storm damage repair.

A high-converting roofing landing page has:

A Clear, Matching Headline: “Storm Damage Roof Repair in [City]”
A “Get Free Estimate” Form: Clearly visible “above the fold” (before scrolling).
A Click-to-Call Phone Number: On the top and bottom of the page, and “sticky” on mobile.
Trust Badges: Your BBB rating, GAF certification, HomeAdvisor awards, etc.
Social Proof: Real video and text-based testimonials from happy customers.
Real Photos: Pictures of your team and your trucks, not generic stock photos.
No Distractions: No links to your blog, your careers page, or social media. The only goal is to get them to call or fill out the form.

If You Don’t Track, You’re Flying Blind

This is the final, non-negotiable step. How do you know if your $5,000 ad spend resulted in 2 leads or 20 leads? You must set up conversion tracking.

A conversion is the valuable action you want a user to take. For a roofer, there are only two:

Form Submissions: Tracked by a “Thank You” page.
Phone Calls: Tracked using Google’s free call-forwarding numbers.

Setting this up allows you to see exactly which keywords, ads, and ad groups are making your phone ring. You can then turn off the keywords that waste money and double down on the ones that generate profitable jobs.

External Link: This process can be technical. You can learn the basics from Google’s official guide to conversion tracking.

Conclusion: Your Blueprint for a Profitable Campaign

A proper roofing company Google Ads setup is not simple, but it is a systematic process. It’s not about “getting lucky”; it’s about building a logical, relevant, and trustworthy system.

Let’s recap the blueprint:

Run Both LSAs and Search Ads to get guaranteed leads and capture niche services.
Build a Granular Structure with Campaigns for services and Ad Groups for sub-services.
Target High-Intent Keywords using Phrase and Exact match.
Use a Heavy Negative Keyword List to stop wasting money on bad clicks.
Write Compelling Ads with trust signals and all available Ad Extensions.
Send Traffic to Dedicated Landing Pages that are built to convert.
Track Every Single Lead (calls and forms) to know your true ROI.

This process is complex and time-consuming. It requires weekly monitoring and optimization. But it is the only way to build a sustainable, profitable lead-generation engine that works for you, not against you.

Final CTA:

This guide is the exact blueprint for success. But if you’d rather focus on running your crews and fixing roofs than managing spreadsheets and analytics, our team of roofing PPC experts can take this entire process off your plate.

[Contact us today for a free, no-obligation Google Ads audit]. We’ll show you exactly how many leads you’re leaving on the table and provide a clear plan to fix it.