Google Ads for roofers that books real jobs

Most agencies run the same playbook for a plumber, a dentist and a roofer. But roofing is different: jobs are seasonal, often urgent, and worth thousands — so the wrong keyword or a slow landing page doesn't just waste clicks, it hands a $20,000 reroof to the competitor ranked above you.

We've spent years and 100,000+ leads learning exactly which roofing searches turn into booked jobs — and which ones drain budget. Every campaign we run is built only for roofers: high-intent keywords, disciplined negative lists, and roofing landing pages designed to make homeowners pick up the phone.

Roofing is one of the more competitive trades on Google. In busy US metros, high-intent searches like "roof replacement near me" typically cost anywhere from $15 to $50+ per click; smaller markets and Australia or New Zealand usually run cheaper. That sounds steep until you do the roofing math: even at $40 a click, a campaign that converts one in ten visitors produces leads at around $400 — and one booked reroof pays for months of advertising.

Run properly, the numbers get far better than that. Our roofing clients typically land between $20 and $80 per qualified lead — CRS Roofing averaged $32, in a market where lead sellers charge $100+ for the same homeowner, shared with four competitors. The difference is discipline: exact-match high-intent keywords, aggressive negative lists, and landing pages that convert well above the industry's roughly 5% norm.

Your total cost has two parts: the ad budget (paid straight to Google — you own the account and control the spend) and a flat monthly management fee. No percentage-of-spend creep, no lock-in contract. If the numbers don't work, you leave — that's the deal.

US roofers ask us this constantly. Local Services Ads (the "Google Guaranteed" listings with your face on them) charge per lead, sit above everything else, and are worth having — but they're a queue, not a lever. You can't control which searches trigger you, everyone in the queue looks identical, and lead volume swings with factors you can't touch.

Google Search Ads are the lever: you choose the exact searches, the message, the landing page, and the budget — which is what lets a well-run account compound month after month. Our standard recommendation for US roofing companies: run LSAs as a baseline layer, and put the serious growth budget into Search, where performance actually responds to skill. If you'd rather think in outcomes than mechanics, that's exactly what our roofing lead generation service wraps around this system.