The short answer
Roofing PPC is a numbers game you win at the estimate.
Roofing PPC works when you run separate campaigns for repairs and replacements, target only the area your crews cover, send every click to a page that makes a homeowner trust you, and call leads back fast enough to book the estimate. Roofing clicks are some of the most expensive in home services. A replacement job is worth enough to cover that, but only if the lead turns into a signed contract.
That changes how you judge the account. A plumber can see results in a day. A roofer sells a replacement after an inspection, an estimate and sometimes a few weeks of the homeowner thinking it over. Your ads, your landing pages and your follow-up all have to support a longer sale.
Before you build anything, decide what you want the ads to sell, where your crews will drive and how many estimates your team can run each week. The roofing leads guide covers SEO, reviews and your website. This guide covers the paid side.
Campaign structure
Give each kind of roofing job its own campaign.
Roof repair
Roof leak repair, missing shingles, flashing repair, emergency tarping. Urgent, smaller tickets, and often the first step toward a replacement. Push phone calls.
Roof replacement
New roof, roof replacement cost, re-roofing, metal roofing. The money campaign. Give it a protected budget and a landing page built to earn an estimate appointment.
Storm and inspection
Hail damage, wind damage, roof inspection. Build it ahead of time and keep it paused or low until weather hits your area.
Commercial roofing
Flat roofs, TPO, roof coatings, property managers. Different buyers and a different sales process. Only run it if you do the work.
Splitting campaigns this way lets you set a budget for each job type and see what each one costs per signed contract. When everything shares one campaign, Google spends the money wherever clicks are cheapest, and cheap roofing clicks are usually small repairs and tire-kickers.
If you also sell gutters, siding or windows, run those as separate campaigns too. A gutter lead and a roof lead have very different value.
Storms and capacity
Be ready before the hail, not after it.
Roofing demand arrives in waves. After a hail or wind storm, searches for roof repair and inspections jump overnight, out-of-town crews show up and click costs rise. The roofers who win those weeks have a storm campaign already built, approved and waiting, with ads and a landing page that speak to storm damage in the affected towns.
The flip side is capacity. If your estimator is booked three weeks out, paying for “emergency roof repair” clicks makes no sense. Agree on who tells your ad manager when the calendar fills. Then trim repair spend, change the ad text to the honest wait time or narrow the map to the towns your crews are already working in.
Keep your insurance wording clean. You can say you inspect and document storm damage. Don’t promise claim approval, a free roof or a covered deductible. Those promises bring in the wrong leads and can get ads disapproved.
Keywords and negatives
Spend on homeowners, not shoppers and job seekers.
Start with phrase and exact match on the services you sell. Roofing terms pull in a surprising amount of junk: people pricing shingles at a home store, DIYers, job seekers and people looking for car roof racks. Read the search terms report every week for the first few months and block what doesn’t fit.
Searches worth paying for
- Roof replacement, new roof, roofing contractor
- Roof leak repair, emergency roof repair
- Roof inspection, hail or storm damage
- Metal roofing installation if you sell it
- Roofer near me, roofer in your town
Common negatives to block
- Jobs, salary, roofing school, apprentice
- Shingles for sale, materials, supply, wholesale
- DIY, how to, patch kit, video
- Car roof, roof rack, RV roof, shed kits
- Towns your crews will not drive to
Target the towns or ZIP codes your crews cover and show ads only to people in or regularly in that area. Then check the addresses on every estimate. If leads keep coming from outside your territory, tighten the map before you raise the budget.
Landing pages
The page has to earn a stranger’s trust with their roof.
A homeowner about to spend five figures on a roof wants proof you’re real. Send replacement ads to a replacement page with photos of roofs your crews finished, your Google rating and a few reviews, the materials and warranties you offer, any manufacturer certifications you hold, financing if you have it, and a plain explanation of how your free estimate works. Use only photos of your own work.
Send repair ads to a repair page with a tap-to-call button at the top, the areas you cover and what happens after they call. A short form that accepts a photo of the leak or damage helps your team decide how fast to respond.
Google’s landing page guidance boils it down to two rules: make the page match the ad and keywords, and make the next step obvious. Lithium’s Google Ads service builds a landing page for each search intent and sets up conversion tracking on every one. For Peak Performance Roofing, one of our roofing clients, Lithium built the landing page behind its Google Ads campaign.
Follow-up
The first roofer to call back often gets the inspection.
Homeowners often ask several roofers for a quote at once. The company that calls back first and books a time has the best shot at getting in the door. Set a rule for how fast form leads get a call, and make sure someone owns it on weekends and after storms.
Answer the phone during ad hours, or have calls covered. Lithium’s AI receptionist answers 24/7 for $179 a month with no contract, books inspections into your calendar and can transfer a caller to a real person.
After the inspection, keep following up on open estimates. A replacement quote that sits for two weeks without a call is often a sale you handed to someone else.
Budget and measurement
Measure cost per signed contract, not cost per click.
Roofing click costs depend on competition in your market, storm activity, the size of your service area and how well your ads match your landing pages. Replacement and storm terms sit at the top of the range. Lithium’s Google Ads management is from $500 a month plus ad spend, and a typical client spends $2,000 to $5,000 a month on ads. Use the Google Ads cost guide to set your monthly total.
Track calls and forms from day one, then go further. Record which leads booked an inspection, which got an estimate and which signed. Import those outcomes into Google Ads so the bidding learns which searches turn into contracts. Because replacements take longer to close, judge replacement campaigns over a longer window than repair campaigns.
Each month, look at spend, leads, inspections booked, contracts signed and contract value by campaign. Move money toward the lowest cost per signed contract. The roofing marketing page shows how ads fit with SEO and your website.
