Google Ads can be the most effective lead generation channel for roofing companies when set up correctly. This playbook walks you through every step of creating profitable campaigns.
Keyword strategy is the foundation. Organize your keywords into thematic groups: repair keywords ('roof leak repair', 'shingle replacement'), replacement keywords ('new roof cost', 'roof replacement quotes'), emergency keywords ('emergency roof repair', 'storm damage repair'), and service-area keywords (city + roofing service).
Use match types strategically. Start with phrase match and exact match keywords for the most control over your spend. Broad match can be effective but requires careful negative keyword management to avoid wasting budget on irrelevant searches.
Ad copy must differentiate you. Highlight your unique selling propositions: '24-hour emergency service', '50-year experience', 'manufacturer-certified installers', 'free inspections', 'warranty-backed work'. Include your phone number and a clear call to action.
Landing pages matter enormously. Don't send all traffic to your homepage. Create dedicated landing pages for each ad group that match the search intent. If someone searches 'metal roof installation cost', they should land on a page about metal roof costs, not your general services page.
Track conversions religiously. Set up conversion tracking for phone calls, form submissions, and chat. Use Google Ads' call tracking or a third-party solution. Without conversion data, you can't optimize effectively.