# Bluelight — Full Site Content (llms-full.txt) > Complete text content of bluelightads.com's key pages for LLMs and answer > engines. Bluelight is a specialist Google Ads agency for roofing companies, > serving the United States, Canada, Australia, and New Zealand. > See also: https://www.bluelightads.com/llms.txt (structured summary). Generated automatically from the published site at build time. --- # Page: Roofing Marketing Agency | Google Ads for Roofers | Bluelight URL: https://www.bluelightads.com/ Roofing Marketing Agency | Google Ads for Roofers | Bluelight - - - - - - - - - - - Google Rating 5.0 ★ ★ ★ ★ ★ Based on 55 reviews Book a Call Booked a Free 30 Minute Strategy verified by Proof # We Generate Leads for Roofers . With Powerful Google Ads. We Generate Leads for Roofers . With Powerful. Google Ads. We help AU & NZ roofers build a powerful lead engine & keep the crew busy. Our battle-tested strategies attract homeowners ready to invest & filter out tyrekickers. Dominate your market with the leading roofing marketing agency. $560 Avg. Ad Spend Per Booked Job $17M+ Revenue Driven For Clients Days Avg. To First Results Get in touch 5 day setup time results guarantee 5.0 ★★★★★ 55 Google reviews Trusted by ## Serious Marketing. Serious Results. See how roofers grow with our powerful lead generation system. ROOFING COMPANY $645K ↗ 8x Return "Nick and the team have been fantastic to work with. They set up and now manage our Ads campaign with clear reporting and measurable results, and they also designed our website." Karl Bagshaw Owner at Modern Roofing READ THE CASE STUDY ROOFING COMPANY $5.6M ↗ 114x Return "Responsive, highly competent and delivered great results. You guys have done a tremendous job for my business!" James Logan Managing Director at CRS Roofing READ THE CASE STUDY ROOFING COMPANY $846K ↗ 13x Return "Very professional team and great communication. They set up my website and run my marketing campaigns. Very happy with performance and reports." Ben Pearce Director, Roof Doctor READ THE CASE STUDY Book Intro Call ## You're here because you don't have a reliable pipeline. You are tired of bad leads. Tired of tyrekickers. Tired of paying for marketing that doesn't work. - - - ### Working for a marketplace Their approval rate = your whole month. Quote sharp and hope. When approvals dry up there is nothing you can do except quote more and hope harder. - - - ### Referrals Are Inconsistent Word of mouth brings your best jobs. It just will not bring more of them when next month looks thin. - - - ### Burned by an Agency You paid a generalist marketer who promised the dream of a full calendar and delivered a report full of clicks. - - - ### Subbing for Other Roofers You are doing the work and someone else's name is on the job. You want your own jobs at your own margin. - - - ### Your Website Just Sits There Homeowners search for a roofer in your area every day. Yours barely produces any leads. - - - ### The Roofer Down The Road He is quoting the jobs you should be quoting. He is just in front of those homeowners first. Whichever one you are, it costs you the same thing: you cannot plan. Can't hire the next crew, can't order the next truck, no week off, because you do not know what the next two months look like. There is a better way. ## Our Proprietary Roof Flow ™ System The system behind 100,000+ leads and $17M+ in client revenue. ### Roofing-Only Targeting Roofing is all we run. We know the exact searches that turn into roof jobs and the ones that burn your budget, so your ads show to homeowners in your area who are ready for a quote, not people browsing for a price. ### Lead-Ready Landing Pages Every click lands on a page built to make a homeowner pick up the phone instead of clicking away. We fix what is holding your site back first, so no lead goes down the gutter. ### Exclusive Leads, In Your Account Every lead is yours alone. No aggregator selling the same homeowner to three other roofers down the road. The ad account is in your name and you keep it, even if you leave. ### Tracked, Reported & Optimised Call tracking on every enquiry. You see what you spent, how many leads came in, what each one cost, and which ones turned into jobs. We optimise the account every month. When we find a win in one roofer's account, it rolls out to every account we run. You get the result without paying for the experiment. ## Fresh leads in your inbox. Every Day. Roofing quote request Hi, I'm interested in a full roof replacement. Our budget is around $35K and we're looking to start in the next 2 months. Reply Forward Get in touch ## You're in great company. We love growing incredible businesses. Get in Touch ## Getting started is easy. - 1 Intro call A quick 20 minute call. We learn what services you offer and where, what your goals are and how many leads you can handle right now. - 2 Proposal If we're a good fit, we send a written plan built around your company the same day: the strategy, the budget, the numbers we're aiming for. - 3 Setup We collect the access and handle the rest. Your site gets our proven conversion layouts, your ad account gets built on our proprietary Roof Flow™ system. Up and running in 5 work days. - 4 First leads We are roofing marketing experts, and our streamlined process is built to produce results quickly. Most roofing clients see their first leads within 7 days of launch. - 5 Monthly reporting One clear report: what you spent, how many leads, what each cost, what we changed. Watertight tracking, so nothing gets guessed at. Let's Chat ## We work with roofing companies that are ready to grow. If you have crews to keep busy, a phone that needs to ring more, and you're done relying on referrals, we should talk. We work with ambitious roofing companies who are ready to grow. Crews Ready for consistent booked quotes. Pipeline Ready to go beyond referral-only growth. Systems Serious about follow-up and tracking. ## Why Roofers Choose Bluelight. Read what customers say about working with us. ★ ★ ★ ★ ★ "Working with Bluelight has been a wonderful experience! The team is attentive, helpful and knowledgeable. My website is already seeing an increase in leads ." Thomas Wessling ★ ★ ★ ★ ★ "Nick and Bluelight has set up and successfully ran our Google Ads campaigns. They are incredibly successful, you can test and measure everything and the ROI and results stack up for themselves. If you want the phone to ring with genuine measurable leads then Nick is your man , and a good bloke too." Steve Reynolds ★ ★ ★ ★ ★ "Nick consistently delivered outstanding results in a highly competitive market . We achieved high rankings that drove significant organic traffic and quality leads to our website." Dougal Shand ★ ★ ★ ★ ★ "Nick and his team have been instrumental in setting up our Google Adwords account and managing it seamlessly. Thank you for helping our business generate leads ." Craig Duffy ★ ★ ★ ★ ★ "Since Bluelight started supporting our organization, we have really appreciated their responsiveness, professionalism, high quality work and value for money ." Tania Murray ★ ★ ★ ★ ★ "Very professional service. Thank you for taking the time to really understand my needs and setting up an excellent campaign for my business." Zac Wyatt ★ ★ ★ ★ ★ "Working with Nick and the Bluelight team has been incredible. Very responsive, attention to details, and we are so happy with our results. " Jeanne Brejon ★ ★ ★ ★ ★ "Responsive, highly competent and delivered great results . You guys have done a tremendous job for my business!" James Logan ★ ★ ★ ★ ★ " Outstanding service! Highly recommend working with Nick and the team." Jonathan Tubeouf Get in Touch ## FAQ Everything you need to know about Roof Flow™. What does a roofing marketing agency do? + A roofing marketing agency runs the marketing that keeps your pipeline full so you can focus on the roof. At Bluelight that means Google Ads built specifically for roofers, conversion-focused landing pages, call tracking and monthly optimisation: all aimed at booking serious roof replacement and repair jobs, not tyre-kickers. We work with roofing companies only, so every campaign is tuned to how roofers actually win work. How much does roofer marketing cost? + Roofer marketing pricing depends on your market and how fast you want to grow, but most roofing companies run a monthly management fee plus an ad budget you control. We keep it month-to-month with no lock-in contracts, and every dollar is tracked to the lead and job it produced. Book a free intro call and we'll map the numbers to your goals before you commit to anything. What exactly do you do? + We build and manage Google Ads campaigns exclusively for roofing companies. Our Roof Flow™ system combines targeted search campaigns, fine-tuned landing pages, call tracking, and conversion optimisation to fill your pipeline with homeowners ready to book a roof replacement or repair. We filter out tyre-kickers so your crew is quoting serious jobs. We test and refine every month: when we find an improvement for one client, we roll it out across all accounts. Who is this service for? + Roofing companies with 2+ crews ready to invest in consistent lead flow. We work with residential and commercial roofers across New Zealand, Australia, the U.S., and Canada. If you're serious about growing your roofing business and want a predictable pipeline of qualified leads, we should talk. How fast can I expect results? + Most of our roofing clients receive their first leads within 7 days of launch. Can I see proof that this works? + Yes. We took CRS Roofing from startup to $5.6M in revenue: a 114x return. Modern Roofing Solutions generated $645K at 8x return. Read the full case studies on this page to see exactly how we did it. What do I have to provide to start? + Very little. We handle the full setup, management, and ongoing optimisation of your campaigns. We gather everything we need from your website and a single onboarding call. You focus on answering the leads. We focus on generating them. How long does it take to set up? + We get you up and running in 5 business days. Is there a lock-in contract? + No. We operate month-to-month. You stay because the results are there: not because a contract forces you to. What if I don't get a ROI? + Our guarantee: if after 3 months we have not generated more in new client revenue than you have invested, we keep working free of charge until we do. We're careful about who we take on: we only work with roofing companies where we know the campaigns will perform. Every dollar is tracked, every lead is attributed. You always know exactly what your investment is generating. ## We integrate with the tools you use. Using something else? We connect to most roofing CRMs and job management tools. ## You + Bluelight - Your phone - ringing. - Your pipeline - full. - Your crew - booked out. ★ ★ ★ ★ ★ “Getting your web site built and managed couldn't be any easier than working with these guys, highly recommend! Thanks guys!” Ben Pearce Director at Roof Doctor ## LET'S CHAT! Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. ## From the Blog Practical, opinionated writing on Google Ads for roofing companies. ### How to Choose a Roofing Marketing Agency: 10 Questions to Ask A buyer's guide for roofers — the 10 questions that expose a bad marketing agency before you sign, from account ownership and lock-in contracts to who actually runs your campaigns. By Nick Berns · 11 min Read post ### How Roofers Get Recommended by ChatGPT (and AI Search) More homeowners are asking ChatGPT and AI search who to hire. Here's how AI actually picks which roofers to recommend — and the seven things that get you on the list. By Nick Berns · 8 min Read post ### How to Get Roofing Leads: 12 Ways That Actually Work The 12 proven ways roofing companies get leads — ranked honestly, from Google Ads and LSAs to referrals and storm canvassing, with real cost-per-lead numbers. By Nick Berns · 9 min Read post Read more on the blog ## More roofing jobs. Starting next week. Join awesome roofing companies already growing with Bluelight. BOOK YOUR INTRO CALL BOOK INTRO CALL Read Case Studies Our guarantee: if after 3 months we have not generated more in new client revenue than you have invested, we keep working free of charge until we do. - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: Google Ads for Roofers | Roofing PPC Agency | Bluelight URL: https://www.bluelightads.com/google-ads-for-roofers Google Ads for Roofers | Roofing PPC Agency | Bluelight - - - - - - - - - - - Roofing PPC specialists # Google Ads for roofers that books real jobs Generic agencies burn your budget on clicks that never call. We run Google Ads built only for roofers — high-intent keywords, roofing landing pages, and call tracking that turns spend into booked jobs. 100K+ Leads generated 114x Best ROAS 5 days To launch Book intro call 5.0★ Google rating · 55 reviews Certified Google Partner Roofing companies only No lock-in contracts $5.6M Revenue, one client CRS Roofing → 114x Return on ad spend CRS Roofing → $32 Cost per lead vs $95 industry avg → 100K+ Leads generated since 2017 ## Why generic Google Ads waste a roofer's budget 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. ## Google Ads for roofers, done properly The same roofing PPC system behind millions in tracked roofing revenue. ### High-intent roofing keywords We target the searches that mean a real job — roof replacement, reroofing, emergency leak repair — and use tight negative-keyword lists to filter out the tire-kickers. ### Roofing PPC tracked end-to-end Every click, call and form is attributed back to a keyword and ad, so you see exactly which roofing PPC spend produced which booked job. ### Landing pages built to convert Generic homepages leak leads. We send your roofing ad traffic to pages designed to turn searchers into quote requests, not bounces. ### No lock-in, month to month You control the budget and you can leave any time. We earn the spot every month with results — not a contract. ## How much does Google Ads cost for roofers? 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. ## The roofing keywords we bid on (and the ones we block) Half the skill in roofing PPC is what you don't pay for. "Roofing" as a broad keyword will happily spend your budget on students researching careers and homeowners pricing DIY shingles. Every account we run carries a negative-keyword wall built from years of roofing search-term data. ✓ We bid on ✕ We block roof replacement near me free roof repair roof repair [city] roofing jobs / roofer salary emergency roof leak repair DIY roof repair metal roofing contractors roofing materials / shingle prices commercial roofing company roof repair grants reroofing cost estimate how to patch a roof yourself The result: your ads show for homeowners who need a roofer this week, not browsers who might need one someday. That's why our clients' close rates run 9–14% on paid leads. ## Google Ads vs Local Services Ads for roofers 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. ## Our roofing PPC process From first call to live campaigns in five business days. - 01 ### Audit & research We dig into your market: which roofing searches carry buying intent in your service area, what competitors bid on, and where their gaps are. If you already run ads, we audit the account and show you exactly where budget is leaking. - 02 ### Build Campaign structure, ad copy written in roofing language, negative-keyword walls, call tracking, and a landing page tuned for quote requests — built for your company, not cloned from a template. - 03 ### Launch in 5 business days From kickoff call to live campaigns inside a week. Most agencies take a month; roofing seasons don't wait, so neither do we. - 04 ### Optimize weekly Search-term reviews, bid adjustments, ad testing, and budget shifts toward what books jobs. When we find an improvement for one roofing client, we roll it out across every account. Wondering where Google Ads fits among everything else you could spend on? See how we rank the channels in roofing advertising , or read the slower, compounding side of the same coin in SEO for roofers . Why Bluelight ## Bluelight vs. every other agency Most agencies treat roofing like any other account. We built the whole company around it — that's the difference between learning on your budget and compounding on it. Typical agencies Bluelight Focus General marketing tactics Roofing companies only Understanding Learning your industry We speak roofing Approach One-size-fits-all templates Proven roofing lead systems Execution Experimenting on your budget Battle-tested campaigns Results Hope for the best $17M+ revenue generated Real roofing results ## See what this looks like for roofers Roofing Company $5.6M 114x Return James Logan Read the case study Roofing Company $645K 8x Return Karl Bagshaw Read the case study Roofing Company $846K 13x Return Ben Pearce Read the case study ## Roofing PPC questions, answered Do Google Ads work for roofers? + Yes — when they are built for roofing. Google Ads puts you in front of homeowners at the exact moment they search for roof repair or replacement, which is the highest-intent moment in the entire buying cycle. Our roofing clients include CRS Roofing, which grew from startup to $5.6M in revenue at a 114x return on ad spend. The campaigns that fail are almost always generic setups: broad keywords, no negatives, and ad traffic dumped on a homepage. What's a good cost per roofing lead? + Our roofing clients typically see $20–$80 USD per lead depending on market competitiveness, against an industry average in the $95–$250 range. CRS Roofing averaged $32 per lead. Cost per lead only matters against job value though — a $174 lead that closes into a $13,500 reroof is a bargain. How fast do roofing PPC leads start? + Campaigns go live within 5 business days of kickoff, and most of our roofing clients receive their first leads within 7 days of launch. Paid search does not have the ramp-up time SEO does — you are on page one from day one. How much should a roofer spend on Google Ads? + Enough to buy meaningful data in your market — for most residential roofers that starts around $2,000–$5,000 per month in ad spend, scaling up as cost per booked job proves out. You control the budget entirely and can pause, scale, or shift at any time. We would rather you start focused on one service area and scale what works than spray a big budget thin. Do you work with roofing companies in my area? + We work with residential and commercial roofing companies across the United States, Canada, Australia, and New Zealand. Campaigns are built for your specific service area with localized keywords, ad copy, and landing pages. ## Ready to make Google Ads actually pay? Book a free intro call and we'll show you exactly where your roofing PPC budget should go — and what it should return. ### What you'll get - ✓ Roofing PPC account audit - ✓ High-intent keyword plan - ✓ Wasted-spend & negative keyword review - ✓ Conversion tracking setup check - ✓ Custom roofing campaign roadmap Book intro call ### Or request a call back Drop your details and we'll come to you on your timeline. Don't fill this out if you're human: Name * Phone number * Your website Message Please complete the security check before submitting. Request a PPC audit 🔒 No spam. Unsubscribe anytime. - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: Roofing Lead Generation | Exclusive Roofer Leads | Bluelight URL: https://www.bluelightads.com/roofing-lead-generation Roofing Lead Generation | Exclusive Roofer Leads | Bluelight - - - - - - - - - - - Exclusive roofing leads # Roofing lead generation that delivers exclusive leads Bought leads get resold to five roofers and race to the bottom on price. We generate exclusive roofing leads that are yours alone — commercial and residential homeowners ready to book serious work. 100K+ Leads generated 200+ Roofers & contractors 100% Exclusive to you Book intro call 5.0★ Google rating · 55 reviews Certified Google Partner Roofing companies only No lock-in contracts $5.6M Revenue, one client CRS Roofing → 114x Return on ad spend CRS Roofing → $32 Cost per lead vs $95 industry avg → 100K+ Leads generated since 2017 ## Bought roofing leads vs. leads you own Lead marketplaces sell the same "roofing lead" to four or five roofers at once. By the time you call, the homeowner has been hammered by your competitors and the only thing left to compete on is price. That's not a pipeline — it's a race to the bottom. We do the opposite. We generate exclusive roofing leads through Google Ads that belong to you and no one else — commercial and residential property owners actively searching for roof work in your area, delivered straight to your phone. ## Why roofers leave Angi, HomeAdvisor and Thumbtack Marketplaces solved one problem — volume — and created three more: shared leads, zero quality control, and a business that stops the moment you stop paying. Here's the honest comparison: Bought leads Bluelight lead engine Exclusivity Same lead sold to 3–5 roofers Yours alone — never resold What you compete on Price, in a race to the bottom Quality — you are the only call Lead quality control None — you buy what they send Keyword + form filtering you control The asset Rented — stop paying, leads stop Owned — account, data & pages are yours Attribution Opaque Every lead traced to keyword & ad Marketplaces have their place while a lead engine spins up. But roofers who want a durable pipeline eventually make the same move: from renting shared leads to owning the machine that produces exclusive ones. ## Commercial roofing leads vs residential roofing leads They are different animals and we treat them that way. Residential is volume and speed: homeowners searching "roof repair near me" after a storm or a leak, deciding within days, jobs typically $8K–$35K. The campaigns win on response time and trust signals. Commercial is patience and ticket size: facilities managers and building owners searching for flat roofing, membrane systems, and commercial roof repair — longer sales cycles, far fewer searches, and jobs that can run six figures. The campaigns win on precise keyword targeting and credibility, and a single closed lead can pay for a year of advertising. Most of our roofing clients run both lanes with separate budgets, so the steady residential flow keeps crews busy while commercial swings land on top. ## What a roofing lead should cost Published numbers from our own case studies — not industry folklore: $32 CRS Roofing per lead · industry avg $95 $90 Roof Doctor per lead · organic-led strategy $174 Modern Roofing per lead · industry avg $400 The spread is the point: cost per lead depends on your market, service mix, and season. What matters is cost per booked job against job value — which is why every lead in our system is tracked from first click to signed contract. The mechanics behind these numbers live on our Google Ads for roofers page. ## How the lead engine works Four stages, each one measured. - 01 ### Intent capture Google Ads campaigns target homeowners and property managers actively searching for roof work in your service area — the highest-intent traffic that exists. - 02 ### Conversion Traffic lands on roofing pages built for one job: turning a worried homeowner into a quote request or phone call. No generic brochure sites. - 03 ### Qualification Negative keywords, form design, and call tracking filter out DIYers, job seekers, and $200 patch hunters before they reach your phone. - 04 ### Attribution & scaling Every lead is tracked to its source. We double down on what books jobs and cut what doesn’t — so lead flow compounds instead of plateauing. Weighing up all your options first? Our guide to roofing advertising ranks every channel roofers actually use, and SEO for roofers covers the organic side that lowers your cost per lead over time. Why Bluelight ## Bluelight vs. every other agency Most agencies treat roofing like any other account. We built the whole company around it — that's the difference between learning on your budget and compounding on it. Typical agencies Bluelight Focus General marketing tactics Roofing companies only Understanding Learning your industry We speak roofing Approach One-size-fits-all templates Proven roofing lead systems Execution Experimenting on your budget Battle-tested campaigns Results Hope for the best $17M+ revenue generated Real roofing results ## See what this looks like for roofers Roofing Company $5.6M 114x Return James Logan Read the case study Roofing Company $645K 8x Return Karl Bagshaw Read the case study Roofing Company $846K 13x Return Ben Pearce Read the case study ## Roofing lead generation questions Are the roofing leads exclusive? + Yes — 100% exclusive. Leads generated by your campaigns go to you and nobody else. This is the core difference from lead marketplaces like Angi or HomeAdvisor, which typically sell the same homeowner enquiry to several competing roofers at once. How many roofing leads per month can I expect? + It scales with budget and market. As reference points from our case studies: CRS Roofing averaged over 100 leads a month at peak, Modern Roofing generated 378 leads in 3 months, and Roof Doctor booked 52 jobs from 650 leads. On a starting budget most roofers see meaningful flow — 20 to 60 qualified leads a month — within the first weeks. What does a roofing lead cost with Bluelight? + Typically $20–$80 USD per qualified, exclusive lead depending on your market — against marketplace pricing that commonly runs $50–$250+ for shared leads. Our case-study range: $32 (CRS Roofing), $90 (Roof Doctor), $174 (Modern Roofing, in a premium replacement market). Do you generate commercial roofing leads? + Yes. Commercial roofing runs as its own campaign with different keywords (flat roofing, TPO, roof membrane, commercial roof repair), different messaging, and different qualification — because a facilities manager searches nothing like a homeowner. Do you serve my area? + We generate exclusive roofing leads for companies across the United States, Canada, Australia, and New Zealand — campaigns are always built around your specific service radius. ## Ready for roofing leads that are actually yours? Stop renting leads off a marketplace. Let's build you a lead engine that delivers exclusive, qualified roofing enquiries every week. ### What you'll get - ✓ Exclusive lead generation plan - ✓ Commercial vs residential targeting - ✓ Lead qualification & filtering setup - ✓ Call + form tracking - ✓ ROI and cost-per-lead benchmarks Book intro call ### Or request a call back Drop your details and we'll come to you on your timeline. Don't fill this out if you're human: Name * Phone number * Your website Message Please complete the security check before submitting. Get exclusive roofing leads 🔒 No spam. Unsubscribe anytime. - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: Roofing Advertising That Wins Jobs | Bluelight URL: https://www.bluelightads.com/roofing-advertising Roofing Advertising That Wins Jobs | Bluelight - - - - - - - - - - - Roofing advertising that pays # Roofing advertising that wins jobs Most roofing advertising wastes money on the wrong channels and the wrong audience. Here's how to advertise a roofing business so every dollar is tracked to a lead — and a booked job. 100K+ Leads generated 5.0★ Google rating 2017 Roofing since Book intro call 5.0★ Google rating · 55 reviews Certified Google Partner Roofing companies only No lock-in contracts $5.6M Revenue, one client CRS Roofing → 114x Return on ad spend CRS Roofing → $32 Cost per lead vs $95 industry avg → 100K+ Leads generated since 2017 ## Where roofing advertising actually pays Roofing advertising goes wrong when it copies what works for retail: spray a message everywhere and hope. For a roofer, that burns money on people who will never need a roof this year. The channels that pay are the ones that reach property owners at the exact moment they are searching for roof work. We focus your roofing advertising where intent is highest — Google Search first, then retargeting and local channels that reinforce it — and we track every dollar to a lead and a booked job, so you always know what your advertising actually returned. ## The 7 roofing advertising channels, ranked by ROI Ranked for a typical residential/commercial roofing company that wants measurable return — not reach, not impressions, booked jobs. - 1 ### Google Search Ads The highest-intent channel in existence for roofers: your ad appears at the exact moment someone searches for roof work. Fully controllable, fully measurable, and the core of every campaign we run — the full mechanics are on our Google Ads for roofers page. - 2 ### Google Local Services Ads (US) Pay-per-lead listings above the search results. Worth running as a baseline layer in US markets — but a queue you can't optimize, so treat it as a supplement, never the strategy. - 3 ### Google Business Profile Free, and quietly decisive: reviews, photos and response speed here swing the "map pack" and validate every other ad a homeowner sees. Non-negotiable hygiene. - 4 ### Retargeting Most roof-replacement decisions take days to weeks. Retargeting keeps you in front of people who already visited your site for cents on the dollar — small budget, outsized effect. - 5 ### Meta (Facebook/Instagram) Interruption, not intent — nobody scrolls Facebook looking for a roofer. Can work for brand presence and storm-season awareness pushes, but expect cheaper clicks and far colder leads than search. - 6 ### Yard signs & door hangers Old school, still profitable around active job sites — "we're roofing your neighbor's place" is real social proof. Cheap, unmeasurable, worth doing anyway. - 7 ### Radio & billboards Awareness plays for established brands with budget to spare. If you can't yet measure cost per booked job on search, you have no business buying billboards. Channel #1 is where we live — see exactly how we run it on our Google Ads for roofers page, or skip to the output and read about exclusive roofing lead generation . For the organic channel that pays back over years rather than weeks, see SEO for roofers . ## Roofing advertising budget by revenue level What to spend, and where, at each stage of a roofing company's growth. ### Around $1M revenue Focus every advertising dollar on one channel: Google Search in your core service area, roughly $2,000–$4,000/month in ad spend. Nail tracking from day one so every decision after this is data, not vibes. ### Around $3M revenue Search stays the backbone at $5,000–$10,000/month, layered with LSAs (US), retargeting, and a commercial campaign if you want bigger tickets. This is where seasonal budget flexing starts paying for itself. ### $10M+ revenue Multi-market search coverage, commercial and residential lanes, retargeting, and brand-awareness spend on top — often $20,000+/month. At this scale the constraint is usually sales capacity, not lead flow. ## Seasonal & storm-season roofing advertising Roofing demand isn't a straight line — it spikes with hail, wind events, and the first heavy rain of the season, then troughs in the dead months. Most roofers advertise at a flat monthly rate through all of it, overpaying when demand is quiet and getting outbid when the phones should be ringing. The fix is boring and effective: a budget calendar tied to your market's weather patterns, emergency-repair campaigns that switch on when storms hit, and replacement campaigns that front-run the busy season. In US hail markets this matters double — the roofers who own "storm damage roof repair" searches in the 72 hours after a hail event book out their quarter. Because paid search budgets adjust in a click, your advertising can track the weather week by week — something no billboard contract will ever do. Why Bluelight ## Bluelight vs. every other agency Most agencies treat roofing like any other account. We built the whole company around it — that's the difference between learning on your budget and compounding on it. Typical agencies Bluelight Focus General marketing tactics Roofing companies only Understanding Learning your industry We speak roofing Approach One-size-fits-all templates Proven roofing lead systems Execution Experimenting on your budget Battle-tested campaigns Results Hope for the best $17M+ revenue generated Real roofing results ## See what this looks like for roofers Roofing Company $5.6M 114x Return James Logan Read the case study Roofing Company $645K 8x Return Karl Bagshaw Read the case study Roofing Company $846K 13x Return Ben Pearce Read the case study ## Roofing advertising questions What is the most effective advertising for a roofing company? + Google Search Ads, by a distance — it is the only channel that reaches homeowners at the exact moment they are searching for roof repair or replacement. Our client results back it up: CRS Roofing generated $5.6M in revenue at a 114x return on ad spend from search campaigns. Every other channel supports; search converts. How much should a roofing company spend on advertising? + A useful rule of thumb is 5–10% of revenue if you want growth, less for maintenance. In practice most roofers start around $2,000–$5,000/month in Google Ads spend and scale as cost per booked job proves out. The number that matters is not the budget — it is the tracked return on it. Does Facebook advertising work for roofers? + It can play a supporting role — retargeting site visitors and storm-season awareness — but it is interruption advertising: nobody is on Facebook looking for a roofer. Search captures demand; social tries to create it. Capture demand first. When should roofers advertise most heavily? + Lean into the swings instead of fighting them: scale spend up ahead of and during peak season and after major weather events, and pull back in the trough rather than paying peak prices for off-season demand. Because Google Ads budgets change in a click, your advertising can follow the weather week by week. ## Ready to advertise your roofing business the smart way? Book a free intro call and we'll map the channels, budget and targeting that will actually bring your roofing company booked jobs. ### What you'll get - ✓ Roofing advertising channel review - ✓ Budget allocation plan - ✓ Audience & targeting strategy - ✓ Tracking & attribution setup - ✓ Custom roofing ad roadmap Book intro call ### Or request a call back Drop your details and we'll come to you on your timeline. Don't fill this out if you're human: Name * Phone number * Your website Message Please complete the security check before submitting. Plan my roofing ads 🔒 No spam. Unsubscribe anytime. - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: CRS Roofing Case Study | $5.6M Revenue Generated | Bluelight URL: https://www.bluelightads.com/crs CRS Roofing Case Study | $5.6M Revenue Generated | Bluelight - - - - - - - - - - Roofing Case Study # How We Generated $5.6M Revenue for CRS Discover the strategies that helped CRS achieve exceptional growth in the competitive New Zealand roofing market. READ CASE STUDY BOOK AN INTRO CALL 112 Sales 1241 Leads Generated 114x ROAS THE CLIENT ## ABOUT CRS www.crs.co.nz CRS is a family-owned and operated roofing company, based in Auckland. CRS is dedicated to providing high-quality roofing services to both residential and commercial customers, primarily focused on long-run steel roofing. With over 100+ years of combined team experience in the trades and a team of skilled roofing professionals they are equipped to handle all types of roofing projects, from small repairs to full roof replacements. THE CHALLENGE ## What We Needed to Overcome CRS faced several key challenges that required a strategic marketing approach to overcome: ### Lead Quality CRS primary goal was to generate leads specifically interested in replacing their entire roofs, rather than those looking for minor repairs like fixing gutters or leaks. This focus required a nuanced marketing approach to specifically target homeowners considering substantial investments in their property. ### Premium Service Focus Additionally, CRS aimed to cater to a market segment seeking of high-quality Colour Steel roofing solutions. This necessitated a marketing strategy that not only highlighted the durability and aesthetic appeal of their Colour Steel products but also differentiated them from standard roofing options. ### Target Customer Profile Financially, CRS was targeting projects with a minimum value of $25,000, focusing on extensive, lucrative roofing contracts. This high-value threshold meant their marketing efforts needed to appeal to a more affluent demographic, capable of making significant investments in their homes. ### Geographic Targeting In terms of Geo, the company's focus was on the Auckland area. This required a localized marketing strategy that resonated with Auckland homeowners' specific needs and preferences, ensuring CRS's services were both relevant and appealing in this market. OUR SOLUTION ## How We Tackled the Challenge CRS's challenge wasn't their roofing expertise - it was getting the right customers to find them. We needed a smart approach to connect their skills with homeowners needing serious roof work. ### Website Revamp CRS's old website wasn't converting visitors into leads. We rebuilt it to drive action. - Conversion-focused design - Clear roofing expertise showcase - Mobile optimization - Professional trust signals ### Lead Tracking CRS was flying blind on which leads turned into big roofing jobs. Our tracking changed everything. - Source attribution tracking - Lead quality monitoring - Conversion analysis - Real-time feedback loop ### Performance Insights Real-time performance data, not outdated monthly reports that don't help decision-making. - Live dashboard tracking - Conversion rate monitoring - Lead quality assessment - Budget optimization insights ### Google Ads Campaign Strategic Google Ads to attract homeowners needing serious roofing work, not DIY repairs. - High-intent keyword targeting - Geographic precision - Professional ad copy - Scaled from $2K to $6K monthly GROWTH SYSTEM ## Our Results We are proud of the results our targeted campaign delivered for CRS. $32 COST PER LEAD Industry average: $95 114x RETURN ON AD SPEND Industry average: 10-20x $49k INVESTMENT Over 12 months 1241 QUALIFIED LEADS Industry average: 300-500 112 SALES 9% close rate $5.6M TOTAL REVENUE Average deal: $50,000 ★ ★ ★ ★ ★ “Responsive, highly competent and delivered great results. You guys have done a tremendous job for my business!” James Logan Director at CRS ## Want similar results? Book your intro call ## Want results like these for your roofing company? This result came from the same system we run for every client — see exactly how it works. Google Ads for roofers Roofing lead generation - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: Modern Roofing Case Study | $645K Revenue | Bluelight URL: https://www.bluelightads.com/mr Modern Roofing Case Study | $645K Revenue | Bluelight - - - - - - - - - - Roofing Case Study # How We Generated $645K in Revenue for Modern Roofing See how we helped Karl from Modern Roofing get 378 quality leads and $645K in roofing jobs in just 3 months in Auckland. READ CASE STUDY BOOK AN INTRO CALL 378 Leads 39 Jobs completed 8x Return THE CLIENT ## ABOUT MODERN ROOFING www.modernroofing.co.nz With over 20 years of hands-on roofing experience, Modern Roofing brings a personal, honest approach to the trade. For the past 2 years, they've been proudly running their own business, focused on delivering quality workmanship and roofing solutions you can count on. - Roof Repairs - Professional leak repairs and maintenance - Roof Replacements - Complete roof installations with quality materials - New Construction - Roofing for new home builds - Inspections - Thorough roof assessments and reports No shortcuts - just quality roofing that protects what matters most: your home, your family, your peace of mind. THE CHALLENGE ## What We Needed to Overcome Modern Roofing needed to cut through Auckland's crowded roofing market and get in front of serious homeowners who wanted quality roofing services from an experienced professional, not just cheap patch jobs. ### Time-wasters Separating real roofing projects from tirekickers expecting quick fixes for serious structural roofing work. - No quick fixes for structural roof issues - No "just patch it" customers - Serious roofing projects only - Professional solutions, not temporary fixes ### Cowboys Standing out from handymen and DIY enthusiasts calling themselves roofing experts. - 20+ years of real roofing experience - Proper structural calculations - Residential roofing expertise - Professional trade practice ### Quality Finding homeowners ready to invest in proper roofing work. Quality roofing projects, not quick patch jobs. - Confirmed roofing needs - Investment mindset, not expense - Quality workmanship wanted - Professional roofing projects ### Better Targeting Getting in front of the right homeowners in Auckland. - No handyman jobs - Quality roofing projects - Budget-capable homeowners - Quality-focused standards OUR SOLUTION ## How We Tackled the Challenge Modern Roofing's problem wasn't their roofing skills - it was connecting with the right homeowners who valued quality roofing work and had the budget for proper repairs. ### Website Revamp The initial site wasn't converting. We rebuilt it to showcase 20+ years of roofing expertise and quality workmanship. - Clear roofing service differentiation - Before/after roofing gallery - Conversion-focused design - Mobile optimization ### Lead Tracking System Flying blind with paper and pencil, no insights into enquiries coming in. Our tracking system changed everything. - Source attribution tracking - Project value monitoring - Roofing-specific leads - ROI measurement ### Real-Time Dashboard Real-time lead insights, not outdated monthly reports. - Lead quality metrics - Keyword insights - Geographic performance - Owner in the loop ### Google Ads Strategy Laser precision that weeds out handyman-type jobs and attracts investment-ready people who want to transform their home. - Precise keyword targeting - Geographic segmentation - Negative keyword filtering - Smart ad copy GROWTH SYSTEM ## Our Results We are proud of the results our targeted campaign delivered for Modern Roofing. 378 LEADS Quality roofing prospects in Auckland 39 JOBS COMPLETED 10% conversion rate $645k TOTAL REVENUE Average deal: $13.5k $174 COST PER LEAD Industry average: $400 8x RETURN Return on advertising $66k INVESTMENT Over 3 months Want to see these kinds of results for your business? Let's have a chat Karl Ross Owner, Modern Roofing "Nick and the team have been fantastic to work with. They set up and now manage our Ads campaign with clear reporting and measurable results, and they also designed our website. Our quality of leads has improved massively since we have used Nicks services and highly recommend them." ## Want results like these for your roofing company? This result came from the same system we run for every client — see exactly how it works. Google Ads for roofers Roofing lead generation - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: Roof Doctor Case Study | $846K Revenue | Bluelight URL: https://www.bluelightads.com/roof-doctor Roof Doctor Case Study | $846K Revenue | Bluelight - - - - - - - - - - Roofing Case Study # How We Generated $846K in Revenue for Roof Doctor See how we helped Ben Pearce from Roof Doctor get more quality leads and $846K in roofing revenue in Tauranga. READ CASE STUDY BOOK AN INTRO CALL 650 Leads 52 Jobs booked 13x Return THE CLIENT ## ABOUT ROOF DOCTOR www.theroofdoctor.co.nz Roof Doctor operates across Tauranga with a strong reputation for quality roof repair and replacement work. - Roof Repairs - Storm and leak response with transparent diagnostics - Roof Replacements - Full structural solutions for long-term durability - Tile & Shingle Work - Specialist handling for heritage and modern homes - Commercial Roofing - Higher-value commercial and residential roofing jobs To reduce feast-and-famine lead patterns, Ben needed a stronger visibility strategy that reached homeowners actively searching for serious roofing solutions and then converted them into booked jobs. THE CHALLENGE ## What We Needed to Overcome Roof Doctor needed a stronger pipeline of serious jobs in a competitive local market where low-intent leads can easily dominate marketing channels. ### Tirekickers Many leads came in for one-off, low-budget spot fixes while Ben needed a steady stream of premium replacement jobs. - Clearer qualification messaging - Lead-intent filters - Project-size filters - Better pre-qualification ### Local visibility Roofers in Tauranga are increasingly visible on paid channels, making it harder to stand out sustainably. - Local SEO emphasis - Service-specific page architecture - Authority content - Consistent city-level structure ### Quality control The team had to spend too much time following up on leads outside their service fit. - Qualification form updates - Clear expectations in copy - Better initial discovery questions - Stronger qualification routing ### Steady pipeline Spiky demand made planning, staffing, and forecasting difficult across the year. - Longer-tail content strategy - Quarterly reporting process - Lead volume pacing - Retention-focused follow-up OUR SOLUTION ## How We Tackled the Challenge The strategy here was mostly organic first: build local ranking equity, then layer structured conversion systems so qualified leads moved faster from enquiry to booked quote. ### Organic foundation We rebuilt core local pages and supporting content around high-intent roofing queries relevant to the Tauranga trade. - Local landing page clusters - Technical SEO fixes - Internal linking architecture - Business profile optimisation ### Premium content Traffic improved when content spoke to decision-ready owners rather than generic repair searches. - Service comparison pages - Budget-and-scope guides - Emergency-focused pages - Project gallery ### Conversion pathways We changed the user journey so only serious prospects submitted quote-ready enquiries. - Purpose-built CTA blocks - Lead qualification form logic - Quote checklist prompts - Friction-reducing mobile flow ### Lead quality tracking Tracking was tightened around pipeline stages so Ben always knew where each lead sat and which channels delivered booked jobs. - Source attribution - Lead-to-booked-quote conversion - Geo and intent filtering - Simple dashboard for weekly review GROWTH SYSTEM ## Our Results We are proud of the results our targeted campaign delivered for Roof Doctor. 650 LEADS Quality roofing prospects in Tauranga 52 JOBS BOOKED Qualified lead conversion $846k PIPELINE REVENUE Average project: $16.3k $90 COST PER LEAD Mostly organic-led performance 13x RETURN Return on campaign spend $65k INVESTMENT Over 12 months Want to see these kinds of results for your business? Let's have a chat Ben Pearce Director, Roof Doctor "Our pipeline is finally predictable. We now attract more serious homeowners in Tauranga who are ready to book proper roofing work instead of wasting time on low-value leads, and that consistency has made a real difference." ## Want results like these for your roofing company? This result came from the same system we run for every client — see exactly how it works. Google Ads for roofers Roofing lead generation - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: Meet Our Team | Roofing Marketing Specialists | Bluelight URL: https://www.bluelightads.com/team Meet Our Team | Roofing Marketing Specialists | Bluelight - - - - - - - - - - Roofing marketing experts Meet our team The specialists who understand roofing companies. We build focused Google Ads campaigns that bring in qualified roofing enquiries, not generic traffic. 200+ Happy clients 8+ Years experience 5.0★ Google rating ## Who we are We help roofing companies get better leads. Simple as that. Our team knows how homeowners search for roof repairs, replacements, and quotes, and we turn that demand into booked site visits. No fancy talk, just campaigns that make the phone ring. ### Nick Director & Founder Keeps everyone happy, the team busy, and the lights on. ### Konstantin Campaign Manager Makes sure your ads bring in genuine roofing enquiries, not time wasters. ### Maria Campaign Manager Writes roofing-focused copy that helps your website get found and convert. ### Ruslan Campaign Manager Tests and tunes campaigns so your roofing ad budget works harder. ### Edgar Web Developer Builds roofing websites that make it easy for homeowners to call. ### Noreen Financial operations Keeps finance operations tidy so the team can stay focused on client results. Founder's story ## About the founder, Nick Berns Growing up, I always had my hands in something: pulling apart guitars to see how they worked, building my own effects pedals. After school I found myself drawn to the online world. You can write a website, publish it, and it's accessible for the whole world to see? How cool is that! I started Bluelight in 2017, but not as what it is today. Back then we were a web design company based in Auckland, and over our first three years we built over 200 websites for businesses across New Zealand. Building all those sites taught me something: a good-looking website is worthless if nobody finds it. Our customers didn't want websites. They wanted the phone to ring. So in 2023, we shifted our focus from building sites to generating leads, going deep into SEO and Google Ads. That's when we found our home in the home services space, working with construction and roofing companies. The more we narrowed, the better our results got. We tightened our service offering around what actually moved the needle: Google Ads, paid acquisition, and landing pages built to convert. By 2024, we'd found our people: roofers. Roofing stood out fast. The jobs are valuable, timing matters, and the difference between a good lead and a bad one is massive. So today we focus entirely on Google Ads for roofing companies, paired with landing pages that convert better than anything else out there. The best part for me is seeing a roofer's phone start ringing with serious enquiries instead of time-wasters. When I'm not buried in campaigns, you'll find me hunting for the best eggs benni in town or walking on the beach and enjoying the sunset. I've got an old guitar that gets a workout once everyone's asleep, and I'm always up for a new trail or a local spot we haven't discovered yet. I get that roofers don't have time for complicated marketing. You're busy managing crews, quoting jobs, and keeping customers happy. That's exactly why I keep things straightforward and focus on what actually works. 2017 Founded 200+ Businesses helped Behind the scenes ## A day in the life at Bluelight Real people, real work, real results. Here's what goes on when we're building campaigns for roofing companies like yours. ### Morning: Campaign review Check overnight performance, analyze lead quality, and identify what's working. Real data drives every decision. ### Afternoon: Testing & tweaking Run tests and optimize campaigns. When something works for one client, we deploy it across our network so everyone wins. ### Evening: System checks Final check to ensure all systems are running smoothly, phones are ringing, and leads are flowing as expected. Our values ## We build campaigns like you build roofs Quality work, on time, on budget. Straight talk, no BS. These aren't just words — they're how we operate every day. ### Straight talk, no BS We don't waste your time with fancy marketing speak. Plain English. Clear results. Honest recommendations. If something isn't working, we'll tell you. ### Built to last Like a good roof, our campaigns are built for the long haul. Solid structure, clear tracking, and steady maintenance that keeps leads coming in. ### Fair prices, quality work No surprises, no hidden costs. Transparent pricing that makes sense for your business. Quality work at prices that won't break the bank. ## How Bluelight compares Why roofing companies choose specialists over generalists. Other agencies Bluelight Focus ✗ General marketing tactics ✓ Roofing companies only Understanding ✗ Learning your industry ✓ We speak roofing Approach ✗ One-size-fits-all templates ✓ Proven roofing lead systems Execution ✗ Experimenting on your budget ✓ Battle-tested campaigns Results ✗ Hope for the best ✓ $17M+ revenue generated - Focus ✗ Other agencies General marketing tactics ✓ Bluelight Roofing companies only - Understanding ✗ Other agencies Learning your industry ✓ Bluelight We speak roofing - Approach ✗ Other agencies One-size-fits-all templates ✓ Bluelight Proven roofing lead systems - Execution ✗ Other agencies Experimenting on your budget ✓ Bluelight Battle-tested campaigns - Results ✗ Other agencies Hope for the best ✓ Bluelight $17M+ revenue generated Client success ## What our clients say Real testimonials from companies that have grown with our help. - ★ ★ ★ ★ ★ "Very professional service. Thank you for taking the time to really understand my needs and setting up an excellent campaign for my business." Zac Wyatt Managing Director at MSME - ★ ★ ★ ★ ★ "Nick and his team have been instrumental in setting up our Google Adwords account and managing it seamlessly. Thank you for helping our business generate leads." Craig Duffy Managing Director, 445 Property - ★ ★ ★ ★ ★ "Since Bluelight started supporting our organization, we have really appreciated their responsiveness, professionalism, high quality work and value for money." Tania Murray Partner, CNA - ★ ★ ★ ★ ★ "Nick consistently delivered outstanding results in a highly competitive market. We achieved high rankings that drove significant organic traffic and quality leads to our website." Dougal Shand Director, Admiral - ★ ★ ★ ★ ★ "Responsive, highly competent and delivered great results. You guys have done a tremendous job for my business!" James Logan Director, CRS Roofing - ★ ★ ★ ★ ★ "Working with Nick and the Bluelight team has been incredible. Very responsive, attention to details, and we are so happy with our results." Jeanne Brejon Partner at CNA - ★ ★ ★ ★ ★ "Outstanding service! Highly recommend working with Nick and the team." Jonathan Tubeouf General Manager, AX - ★ ★ ★ ★ ★ "Working with Bluelight has been a wonderful experience! The team is attentive, helpful and knowledgeable. My website is already seeing an increase in leads." Thomas Wessling Director, Ecowindows - ★ ★ ★ ★ ★ "Nick and Bluelight has set up and successfully ran our Google Ads campaigns. They are incredibly successful, you can test and measure everything and the ROI and results stack up for themselves. If you want the phone to ring with genuine measurable leads then Nick is your man, and a good bloke too." Steve Reynolds Aquaworks Become a partner ## Start quoting more jobs & booking site visits today Join roofing companies already growing with Bluelight's focused Google Ads system. Book your intro call Read case studies - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: Dynamic Search Ads Explained: A Secret Research Tool for Roofers | Bluelight URL: https://www.bluelightads.com/dynamic-search-ads-explained Dynamic Search Ads Explained: A Secret Research Tool for Roofers | Bluelight - - - - - - - - - - Back to blog Google Ads Dynamic Search Ads # Dynamic Search Ads Explained: A Secret Research Tool for Roofers Jun 15, 2026 · 5 min read What if Google could skip the keyword research entirely, read your website, and then run ads against what it finds, all on its own? Sounds a bit like cheating, right? Well, that’s pretty much what Google Dynamic Search Ads do. And for roofers trying to keep the crew busy without becoming part-time marketers, this little feature is worth knowing about. Let me explain how it works, and more importantly, whether you should bother using it at all. ## So what are Dynamic Search Ads, really? Dynamic Search campaigns are an alternative format sitting inside the regular Google search campaign type. But the way you set them up flips everything on its head. Here’s the normal way most contractors run search ads . You do the keyword research by hand. You tell Google, “These are the keywords I want my ads to show up for.” Then you write your headlines, your descriptions, you hand all of that over, and off you go. You’re in the driver’s seat the whole time. Dynamic Search Ads work the other way around. You give Google your website and let it scan your content. Based on what it reads, Google decides which keywords to run ads for. Then comes the clever bit. It assembles the headline and description on the fly, built around your actual landing pages. So say someone searches for a metal roof replacement. Google puts together an ad about metal roofing and sends that person straight to your metal roofing page. No manual writing. No guessing. It just matches the searcher to the right corner of your site. ## Your website has to pull its weight Here’s the catch, and it’s a big one. This only works if your website is well-structured. You need separate landing pages for different services. A page for roofing repairs. A page for re-cladding. A page for bathroom renos. And the content on those pages needs to be solid enough for Google to read, understand, and pull keywords from. Thin, vague, one-page-does-everything sites? Google’s going to struggle, and your campaign will struggle right along with it. Think of it like sending an apprentice to grab a tool. If your shed is organised, labelled, everything in its place, he’s back in thirty seconds. If it’s a pile of gear in the corner, good luck. Same idea here. ## The bit that genuinely impresses me Now here’s where Dynamic Search Ads earn their keep. They surface keywords you would never have thought of in a million years. Long-tail searches that just don’t show up in the keyword planner. The odd phrases your customers actually type, which are often nothing like how you’d type them yourself. Little variations, regional slang, the strange way real people word things when they’re searching for help with a leaky roof at 11pm. All those small deviations you simply never considered. Honestly, they never fail to surprise me. And what you get back isn’t just ad results. It’s a window into how your customers think and search. That’s research gold, and it’s hard to find anywhere else. ## Should you actually use them? Well, it depends. There are two situations where I reach for Dynamic Search campaigns. The first is when I’m stuck on a brand-new account. I’ve been running things for a few weeks, the lead flow isn’t where I want it, and I start wondering: am I even targeting the right keywords? That’s the perfect moment to switch on a dynamic campaign, let Google take the wheel, and hand me back a big list of search terms it showed ads for. The more conversions those terms bring in, the more I can fold the winners back into my main search campaign. As a research tool, it’s tough to beat. The second scenario is the scaling phase. Maybe I’ve slowly pushed the budget up, built out a proper keyword list, set up a bunch of campaigns and ad groups, and now I just want something fresh. New angles. New things to bid on. New places to expand into. Dynamic Search Ads are brilliant for sniffing out those opportunities. ## One rule to keep in mind This part matters, so don’t skim it. Dynamic Search Ads are not a set-and-forget thing, and they’re definitely not your main campaign type. The way I look at it: your standard search ads are the foundation, and your dynamic search ads are the research tool. The foundation holds the house up. The research tool tells you where to build next. Mix those two roles up and you’ll end up disappointed. So, is this something you’d give a go on your account? If your website’s tidy and your service pages are sorted, it’s well worth testing. If they’re not, that’s probably the first job on the list. Either way, if you’d like a hand setting up Dynamic Search Ads or just want a fresh set of eyes on your Google Ads account, the Bluelight team is happy to take a look. We spend our days keeping roofing crews busy with quality leads, and we’d love to do the same for you. Related service Google Ads for Roofers → ### Want a free ad account review? If you've read this far, your campaigns probably matter to you. Send us your Google Ads account and we'll do a free 30-minute walk-through — what's working, what's leaking budget, and the two or three moves that would change your numbers fastest. No deck, no sales pitch, just a real look at the account. Book a free account review Written by ### Nick Berns Founder & Director, Bluelight Nick founded Bluelight in 2017 and has run Google Ads for trades businesses ever since — today exclusively for roofing companies across the US, Canada, Australia, and New Zealand. - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: Turn Off This Google Ads Setting Right Now | Bluelight URL: https://www.bluelightads.com/google-ads-auto-apply-settings Turn Off This Google Ads Setting Right Now | Bluelight - - - - - - - - - - Back to blog Google Ads # Turn Off This Google Ads Setting Right Now Jun 10, 2026 · 5 min read If you run a roofing business and you’re spending money on Google Ads, there’s one setting quietly draining your budget right now. I see it every single day. Real accounts, real budgets, real money going down the drain. So let me show you the number one thing I switch off the moment I take over an account. It’s called auto-apply recommendations. And honestly? It’s costing you more than you think. ## Whose side is Google actually on? Here’s the thing. Google makes recommendations that sound helpful. “Add these keywords.” “Try this bid strategy.” “Expand your reach.” Sounds great, right? But who do those suggestions actually serve? Google’s incentive is to get you spending more. More budget, more clicks, more ad spend. That’s how they make their money. What you care about is something completely different: getting the most leads for a price that makes sense. Those two goals don’t always line up. In fact, they often pull in opposite directions. So when Google offers to automatically apply its own suggestions to your account, you’re basically handing the keys to someone whose paycheck depends on you spending more. Not exactly a fair deal. ## Where to find this setting Let me walk you through it. Jump into your account and click on Campaigns. Up the top, you’ll see a Recommendations tab. Click that, and over on the right-hand side there’s a button for Auto-apply settings. Open that up and you’ll find two sections: “maintain your ads” and “grow your business.” Both are full of things you want switched off. Let me explain why. ## The “maintain your ads” traps Under “maintain your ads,” there are seven settings. A couple stand out as genuinely risky. First, there’s the option to let Google rewrite your responsive search ads and headlines. Think about that for a second. Do you really want Google inventing copy and putting words in your brand’s mouth? I don’t. You’ve worked hard on how your business comes across. Keep control of that. Then there’s upgrade your conversion tracking. This one matters a lot. Once I’ve set up conversion tracking and tested it properly, I don’t want anything touching it. If Google starts fiddling with how leads get counted, you lose the one thing that tells you whether your ads are actually working. Turn it off. The rest in this section, removing keywords, using “optimised” targeting, and so on, all get switched off too. You want to choose and test your own keywords, not let the system swap them out behind your back. ## The “grow your business” money burners Now we get to the sneaky stuff. There are fourteen settings under “grow your business,” and three of them are the real budget killers. - Add new keywords and broad match keywords. Broad match sounds harmless until you understand what it does. Say you’ve got a solid keyword like “roof repair in Auckland.” Nice and specific, the kind of search a real customer makes. Broad match takes “roof repair” and matches it to almost anything: how to repair a roof yourself, what a roof repair looks like, even people hunting for roof repair jobs. You end up paying for browsers, not buyers . - Display expansion. This one slaps banner ads across random websites on the display network . The conversion rate? Often less than 0.1%. That’s not marketing, that’s setting money on fire. We want customers, not curious people poking around Google on their lunch break. So all three of these stay off. ## Why bid strategy should never be on autopilot The bidding recommendations deserve their own moment, because this is where automation can really hurt you. Target impression share, maximise clicks, maximise conversions, target CPA, target ROAS… the list goes on. Here’s the deal. Your bid strategy isn’t a “set it and forget it” thing. It changes depending on where your account is at. A brand-new account needs one approach. A mature account that’s humming along needs another. And when you’re ready to scale, that’s a third approach entirely. Three stages, three different strategies. If you let Google flip these automatically, there’s a real chance it’ll undo whatever success you’ve built. Imagine finally getting your cost per lead where you want it, then waking up to find the whole thing tanked because an automated switch fired overnight. Not worth the gamble. ## The simple rule: stay in the driver’s seat So what’s the takeaway? Turn off all of them. All fourteen “grow your business” settings and all seven “maintain your ads” settings. Every single one. This isn’t about being a control freak. It’s about making sure that every change on your account is something you know about and chose. When you’re running a busy crew and your ad budget is feeding your lead pipeline, the last thing you want is decisions getting made for you in the background. Autopilot is almost guaranteed to make Google more money and leave less for you. You’ve got enough on your plate keeping jobs moving and clients happy. Your ad account shouldn’t be quietly working against you while you do it. If you’d like a second set of eyes on your account settings and campaigns, I’m happy to take a look. You can book a quick review through the link below. Cheers, and have a great one. Related service Google Ads for Roofers → ### Want a free ad account review? If you've read this far, your campaigns probably matter to you. Send us your Google Ads account and we'll do a free 30-minute walk-through — what's working, what's leaking budget, and the two or three moves that would change your numbers fastest. No deck, no sales pitch, just a real look at the account. Book a free account review Written by ### Nick Berns Founder & Director, Bluelight Nick founded Bluelight in 2017 and has run Google Ads for trades businesses ever since — today exclusively for roofing companies across the US, Canada, Australia, and New Zealand. - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: Google Ads Conversion Rate Explained | Bluelight URL: https://www.bluelightads.com/google-ads-conversion-rate Google Ads Conversion Rate Explained | Bluelight - - - - - - - - - - Back to blog Google Ads # Google Ads Conversion Rate Explained May 27, 2026 · 4 min read You’ve probably heard the term tossed around in a meeting or buried somewhere in a report. Conversion rate. Someone says yours is “a bit low,” nods, and moves on like that settles it. But what does it actually mean for your roofing or reno business? And more to the point, what number should you be chasing? Let me explain, because once it clicks, you’ll never look at your Google Ads account the same way again. ## The simple maths nobody bothers to explain Conversion rate measures how many of your website visitors turn into actual inquiries. That’s it. A click becomes a phone call or a filled-out contact form, and that, my friend, is a lead. Leads are the whole point of running ads, so this is one number worth watching closely. Here’s the quick version. Say a hundred people click your ad and land on your site. Three of them ring you or leave their details. Three divided by a hundred gives you three percent. Done. No spreadsheet wizardry required. So a healthy conversion rate tells you leads are flowing. A poor one tells you something in the machine is jammed. The trick is knowing where to look. ## Two levers, and you control both There are really only two things that move this number, and the good news is you’ve got your hands on both of them. The first is your traffic. Who are you actually sending to the site? You want homeowners in your service area, in the market for your service, and ready to spend. Not the tyre-kickers. Not the DIY crowd pricing up a Saturday project. Not someone three regions over who’ll never drive to you. Send the wrong people and your conversion rate tanks no matter how slick your site looks. The second lever is the website itself. This is where the visit either becomes a lead or quietly bounces. And honestly, this is where most contractors are leaving money on the table. A few things your site needs to nail: - A clear offer. When someone lands, do they instantly get what you do and that it matches what they searched for? If they have to squint and guess, they’re gone. - Easy contact. Phone number front and centre, a form that takes thirty seconds rather than feeling like a twenty-step tax return. Make it dead simple to reach you. - Proof you’re the real deal. Before-and-after shots, testimonials from past jobs, something that says “we’re not the same as the other five quotes you’re getting.” Get those three right and the website does the heavy lifting for you. ## So what number am I actually aiming for? Right, the bit you came for. Broadly, three percent is your starting line. Three inquiries out of every hundred visitors is a solid, healthy account. Sitting around one percent? Something’s off. And anything below one percent is a flashing red light: usually it means the website hasn’t been set up properly at all. The traffic might be fine, but the site is letting everyone slip through. Push past five percent and you’ve got a genuinely healthy lead flow. Crack ten percent and you’re in excellent territory. My best accounts run at twenty to twenty-five percent, which means one in four or five visitors becomes an inquiry. That doesn’t happen by accident, though. That’s great traffic meeting a landing page built specifically for those searches; the two working together. ## One exception worth knowing There’s a nuance here, and it matters if you do urgent work. Emergency services play by different rules. Leak remediation, emergency repairs, that sort of thing. When someone’s got water coming through the ceiling at 9pm, they’re not browsing. They’re buying. Now. For those services I’d want thirty percent or higher, and anything under ten percent would have me ringing the alarm bells. Urgency changes everything, so judge your numbers against the kind of work you actually do, not some blanket figure. ## The short of it Your conversion rate is a quick read on the health of your whole funnel. Two levers: the people you send, and the site they land on. Tighten both and the leads follow. It’s genuinely that straightforward, even if the term sounds fancier than it really is. If you’d like a fresh set of eyes on your conversion rates, or a proper look at where your account is leaking leads, that’s exactly what we do at Bluelight. We run roofing lead generation campaigns day in, day out, for roofing companies across the US, Canada, Australia and New Zealand — real budgets, real accounts. Reach out and we’ll take a look. Related service Roofing Lead Generation → ### Want a free ad account review? If you've read this far, your campaigns probably matter to you. Send us your Google Ads account and we'll do a free 30-minute walk-through — what's working, what's leaking budget, and the two or three moves that would change your numbers fastest. No deck, no sales pitch, just a real look at the account. Book a free account review Written by ### Nick Berns Founder & Director, Bluelight Nick founded Bluelight in 2017 and has run Google Ads for trades businesses ever since — today exclusively for roofing companies across the US, Canada, Australia, and New Zealand. - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: 4 Keyword Types That Always Waste Money in Google Ads | Bluelight URL: https://www.bluelightads.com/google-ads-keywords-waste-budget 4 Keyword Types That Always Waste Money in Google Ads | Bluelight - - - - - - - - - - Back to blog Google Ads # 4 Keyword Types That Always Waste Money in Google Ads May 27, 2026 · 5 min read Ever logged into your Google Ads account, watched the spend tick up, and thought, “Where’s all this money actually going?” You’re not the only one. Most roofing companies pour cash into clicks that were never going to turn into a paying job. I’m Nick, founder of Bluelight. We run Google Ads for roofing companies every single day: real accounts, real budgets, real crews waiting on real leads. So when I tell you certain keywords are quietly draining your budget, this isn’t theory. I’ve watched it play out across hundreds of campaigns. Let me walk you through the four worst offenders. ## The generic keyword trap This one catches nearly everybody. You’re a roofer, so naturally you bid on “roofing.” You do re-roofs, so you chase “roof replacement.” Makes sense, right? More volume, more leads. Except, well, no. Generic keywords pull the biggest search volume on the planet, sure. But most of those searchers aren’t homeowners ready to spend. They’re students looking up what a bathroom reno even is. They’re someone curious about an apprenticeship. They’re folks killing five minutes on their phone. None of them are about to hand you a deposit. So you end up paying premium prices for clicks from people who’ll never call. Not exactly the dream. ## The how-to crowd Next up: question keywords. “How to paint a roof.” “How to fix a leaking roof.” “How to replace roof shingles.” These people are deep in research mode, and honestly, most of them want to do the job themselves. They’re hunting for a YouTube tutorial, not a quote. Throwing ad money at a weekend DIYer is a bit like buying a billboard outside a hardware store and hoping the bloke with the hire-van hires you instead. Here’s a small tangent that actually matters though. These searchers aren’t useless to your business. Far from it. They’re perfect for a blog post or a how-to video on your channel. Capture them for free, build a bit of trust, and maybe down the track, when the job turns out bigger than a Saturday allows, they remember your name. Just don’t pay Google to reach them. ## The bargain hunters Third type, and this one drains your time as well as your money: cost keywords. “Roof replacement cost.” “Cheap re-roof.” “Affordable roofing company.” “New roof price.” You know what those searches scream? “I want the lowest number possible.” These are the folks who’ll collect five quotes, haggle every line item, then ghost you for the cheapest roofer in town. They’re a hassle, plain and simple. You’ll burn hours quoting jobs that go absolutely nowhere. So do yourself a favour. Don’t bid on them. Then go one step further and add words like “cheap,” “affordable,” and “cost” as negative keywords. That tells Google to keep your ads well clear of the bargain bin. Your future self, the one not stuck writing free quotes at 9pm on a Tuesday, will thank you for it. ## The “company” tell The fourth one is sneaky. It’s whatever you do plus the word “company.” “Roofing company.” “Roof repair company.” “Re-roofing company.” Looks harmless, eh? But here’s the thing. Real homeowners rarely search like that. “Company” is the word outbound sales reps type when they’re scraping together a list of businesses to cold-call. Around ninety percent of the time, that click is someone wanting to sell you SEO, software, or some shiny new gadget; not someone wanting their roof sorted. In all my years running campaigns, “company” keywords have never once delivered a decent lead. Not one. So I cut them from day one, no second-guessing. ## So what should you actually do? Quick recap, because these four are worth pinning to the wall: - Generic keywords : massive volume, almost zero buying intent. - Question keywords : DIYers and researchers, brilliant for blogs, brutal for ads. - Cost keywords : bargain hunters who waste your time and ghost your quotes. - “Company” keywords : sales reps wearing a homeowner costume. Strip these out and something interesting happens. Your spend drops, your lead quality climbs, and your crew stays busy with people who genuinely want to invest in the work. That’s the whole game, really. Look, tidying up your keyword strategy isn’t glamorous. It’s the unsexy plumbing behind a profitable campaign. But it’s exactly where most roofers leak money without ever clocking it. Sort this one thing, and you’re already ahead of nearly every competitor still bidding on “roofing” and scratching their head over why the phone’s gone quiet. And if you’d like a fresh set of eyes on your account, that’s literally what we do at Bluelight — the keyword walls above are pulled straight from our Google Ads for roofers playbook. Book a quick call and we’ll show you where your budget’s disappearing, and how to point it squarely at homeowners ready to buy. Related service Roofing Lead Generation → ### Want a free ad account review? If you've read this far, your campaigns probably matter to you. Send us your Google Ads account and we'll do a free 30-minute walk-through — what's working, what's leaking budget, and the two or three moves that would change your numbers fastest. No deck, no sales pitch, just a real look at the account. Book a free account review Written by ### Nick Berns Founder & Director, Bluelight Nick founded Bluelight in 2017 and has run Google Ads for trades businesses ever since — today exclusively for roofing companies across the US, Canada, Australia, and New Zealand. - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: Google Ads Not Getting Leads? Fix in 5 Steps | Bluelight URL: https://www.bluelightads.com/google-ads-not-getting-leads Google Ads Not Getting Leads? Fix in 5 Steps | Bluelight - - - - - - - - - - Back to blog Google Ads # Google Ads Not Getting Leads? Fix in 5 Steps Jun 11, 2026 · 6 min read If your Google Ads account has gone quiet and the leads just aren’t coming through, you’re not alone. It’s one of the most common things I see. The good news? Most of the time, the problem is hiding in plain sight, and you don’t need to be a wizard to find it. I’m Nick, founder of Bluelight. We’re a Google Ads agency that works exclusively with roofing companies. So I’m not theorising here. I work with real budgets, real accounts, and real businesses every single day. That means I get to see what actually moves the needle and what’s just noise. Let me walk you through the same five-step process I use to figure out why an account isn’t pulling its weight. It’s not comprehensive, but it’ll point you in the right direction nearly every time. ## Step one: check your website first (yes, really) Here’s the thing that surprises people. Step one happens nowhere near your Google Ads account. The first place I look is the website. Specifically: can customers actually get in touch with you? Because more often than not, the real culprit is sitting on the site itself, not in the ad account. So go through everything. Your contact forms, your email, the phone number listed on the page. Click the buttons. Click the links. Submit the form yourself and see if it actually lands somewhere. Test the lot. Why does this matter so much? Because you could be running the best campaigns on the planet, but if you’re sending all that traffic to a broken website, nobody converts. Ever. It’s like pouring water into a bucket with a hole in the bottom. ## Step two: look at your conversions Once the website checks out, head into the account and look at your conversions. The whole point of running ads is getting leads, right? So if the leads aren’t there, something’s broken somewhere. When I dig into conversions, three numbers grab my attention: - The amount. How many leads are you actually producing? - The conversion rate. Of the people landing on your site, how many turn into enquiries? - The cost per lead. Are you paying a fair price, or is each lead costing you a small fortune? You might find no leads at all, which tells me the account isn’t working full stop. Or maybe a trickle of leads. Or maybe you’re bleeding money for every single one that comes through. The bit I really care about here is the historical conversions chart. That trend line is gold. It tells me whether your campaigns have never worked, or whether they performed well in the past and then dropped off a cliff after some recent change. Two very different problems, two very different fixes. ## Step three: are the clicks coming through? If the website’s solid and I can see conversions either happening now or showing up in your history, I shift my focus to clicks. The keyword here is regular. Are you getting a healthy number of clicks landing on your site every single day? Because you can’t capture leads if nobody’s turning up. No traffic, no leads. Simple as that. An irregular click trend line can mean a few things, and honestly, it’s a bit of detective work. Maybe your budget is too low and you’re running dry by lunchtime. Maybe your cost per click is set too low, so other advertisers just outbid you every time and you barely show up. Or maybe you’re chasing the wrong keywords, or your ads aren’t written to convert. That last one’s a nice segue, because it brings us to the next step. ## Step four: who are you actually targeting? Next up, keywords. This is where I ask the big question: who are you actually putting your ads in front of? Inside the keywords, I check whether they’re genuinely relevant to the services you offer. Then I look at the match type, and I’m watching closely for broad keywords. Broad match is sneaky. It drags in piles of useless junk traffic that has nothing to do with your business, and it’ll quietly drain your budget while you’re not looking. Then comes my favourite report: the search terms report. This one reveals the exact queries people typed into Google before they saw your ad. It’s like reading the searcher’s mind. If a roofer is showing up for “how to fix a leaky tap,” well, there’s your problem right there. The search terms report tells me straight away whether you’re reaching the right people or the wrong crowd entirely. ## Step five: does your ad copy actually convert? In most cases, by the time you’ve worked through those four steps, you’ll have spotted at least one issue holding your ads back. But there’s one last place I always check: the ad copy itself. Sometimes the targeting is fine, the budget’s fine, the website’s fine, and yet the ads still fall flat. Why? Because you might be up against savvy competitors who simply write better ads. Theirs grab attention and convert; yours blend into the background. That’s the moment to roll up your sleeves and sharpen your copy. Make your business stand out. Give people a reason to click you instead of the bloke two spots down the page. ## Wrapping it up And that’s the run-through. Was it comprehensive? Not even close. But in my experience, one of these five steps will reveal your problem, or at the very least nudge you toward it. If your ads have gone flat, or they used to perform and recently dropped off and you can’t work out why, feel free to book a free review with me personally. I’ll take a look at your account and point you in the right direction. No pressure, no jargon dump. Just a straight answer. And if you’d rather see how a properly built account looks first, our Google Ads for roofers page walks through the whole system. You can grab a time using the link below. I hope this helped, and I wish you a great day out there. Related service Roofing Lead Generation → ### Want a free ad account review? If you've read this far, your campaigns probably matter to you. Send us your Google Ads account and we'll do a free 30-minute walk-through — what's working, what's leaking budget, and the two or three moves that would change your numbers fastest. No deck, no sales pitch, just a real look at the account. Book a free account review Written by ### Nick Berns Founder & Director, Bluelight Nick founded Bluelight in 2017 and has run Google Ads for trades businesses ever since — today exclusively for roofing companies across the US, Canada, Australia, and New Zealand. - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: Google Display Network Ads Explained for Roofers | Bluelight URL: https://www.bluelightads.com/google-display-network-ads-for-roofers Google Display Network Ads Explained for Roofers | Bluelight - - - - - - - - - - Back to blog Google Display Network ads Roofing # Google Display Network Ads Explained for Roofers Jun 17, 2026 · 6 min read Ever stared at the campaign type menu inside Google Ads and felt your eyes glaze over? You’re not alone. There’s Performance Max, dynamic ads, display, search, YouTube, shopping, remarketing… honestly, depending on how you count, there’s a lot to wade through. For a roofer who’s got a crew to keep busy, it can be overwhelming. Here’s the thing though. You don’t need all of them. Not even close. I’m Nick, founder of Bluelight, a Google Ads agency that works only with roofing companies — across the US, Canada, Australia, and New Zealand. Real budgets, real accounts, real crews trying to stay busy. After running campaigns day in and day out, I’ve landed on a simple truth: when you spin up a brand new account, there are only two campaign types worth touching. Get those right first, then worry about the fancy stuff later. Let me walk you through them. ## Why search campaigns are always the first cab off the rank The classic keyword-based search campaign is where I start every single time. You know the ones; text ads that pop up when someone types something into Google. They’re not flashy. No banners, no video, no bells and whistles. But they’re the sharpest tool in the box for one reason: intent. Think about what’s actually happening when someone searches “roof repair Auckland” or “roof replacement near me.” That person isn’t browsing. They’re not killing time. They’ve got a problem, and they’re hunting for someone to fix it. That intent is gold. Based purely on what they’ve typed, you can put your ad right in front of them at the exact moment they’re looking. And it gets better when you stack service area targeting on top. Now you’re not just reaching people who want your service; you’re reaching people who want your service and live inside the patch you actually cover. No wasted clicks from someone three regions away. No tyrekickers from across the country. Just folks in your city, searching for the work you do. That precision matters more than people realise, especially early on. When an account is fresh, Google doesn’t really know who your ideal customer is yet. It’s learning. So the tighter and more specific you are out of the gate, the faster you teach the algorithm who to chase. Show Google the right kind of customer, and Google goes and finds you more of them. It’s a bit like training a new apprentice; be clear and specific now, and they’ll save you a heap of headaches down the track. So search is non-negotiable for me. It’s the foundation. Everything else gets built on top. ## The second campaign nobody talks about enough: remarketing Right, so search brings new people to your door. But here’s an uncomfortable little fact about how buying actually works. Most people don’t say yes the first time. They’ll type the keyword, click your ad, land on your site, maybe even like what they see… and then close the tab. Life gets in the way. They may still get a couple of quotes. The partner needs convincing. Whatever the reason, they’re not ready to pull the trigger yet. If you’ve got nothing in place, that lead quietly vanishes into the ether. That’s where remarketing comes in. When someone visits your website, we drop a cookie, basically sorting them into a bucket of “people who’ve shown interest.” Then, as they wander around the web later, checking Trade Me or browsing somewhere else entirely, your banner ad follows them around. A gentle nudge. A “hey, remember us?” It keeps your roofing or reno brand sitting in the back of their mind while they make up their minds. There are three reasons I never skip it. - People need time. Not everyone converts on visit one, and remarketing lets you stay in the conversation instead of getting forgotten. - It’s cheap. The cost per click on remarketing is way lower than chasing brand new customers through search. You’re advertising to people who already know your name, so the maths just works better. - It catches everyone, not just your ad clicks. This is the bit that gets overlooked. Remarketing doesn’t only follow up with people who came from your Google Ads. Let me expand on that last one, because it’s a beauty. Say someone finds you through SEO, reads one of your blog posts, or stumbles across you on Facebook or Instagram. Once they’ve hit your website and that cookie’s set, you can remarket to them too. So all the other graft you’re putting into your marketing, the organic stuff, the social, the word of mouth that ends in a website visit, suddenly gets a second touchpoint. It all feeds the same engine. ## Keep it simple, then scale up So there you have it. Two campaign types, not eight. Google search to catch people at the exact moment they need you, and remarketing to follow up with everyone who didn’t say yes straight away. Master those two, get them humming, keep the leads flowing and the crew busy, and only then start experimenting with the rest. The mistake I see most often? Trying to run everything at once on day one. It spreads your budget thin and confuses the algorithm. Start narrow. Start sharp. Grow from there. If you’d like a fresh set of eyes on your account structure, or you reckon your campaigns could be pulling harder, we’re always happy to take a look. That’s the kind of work we do here at Bluelight every day — and if you’re weighing Display against everything else you could spend on, our roofing advertising guide ranks the channels honestly. Now go win some jobs. Related service Google Ads for Roofers → ### Want a free ad account review? If you've read this far, your campaigns probably matter to you. Send us your Google Ads account and we'll do a free 30-minute walk-through — what's working, what's leaking budget, and the two or three moves that would change your numbers fastest. No deck, no sales pitch, just a real look at the account. Book a free account review Written by ### Nick Berns Founder & Director, Bluelight Nick founded Bluelight in 2017 and has run Google Ads for trades businesses ever since — today exclusively for roofing companies across the US, Canada, Australia, and New Zealand. - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: Google now set to charge GST on AdWords clicks in New Zealand | Bluelight URL: https://www.bluelightads.com/google-to-charge-gst-on-clicking-adwords-in-new-zealand Google now set to charge GST on AdWords clicks in New Zealand | Bluelight - - - - - - - - - - Back to blog Google Ads PPC # Google now set to charge GST on AdWords clicks in New Zealand Aug 14, 2025 · 4 min read Google recently sent out an email to all business owners that use Google AdWords stating that as of November 1st, 2016 all Google AdWords will be charged GST. GST has not been charged before to any business using AdWords to advertise until now. ## What is GST? This simply means Goods and Service Tax (GST) — an indirect tax that is levied on the supply of goods and services. GST is levied on all points of sale and has now been introduced to Google AdWords. ## What does this mean for your business? This comes down to whether or not your business is registered for GST. If you are registered, your cash flow is not affected as you can claim the GST amount back when you lodge your business activity statements (BAS). If your business is not registered, you will pay 10% more for your Google adverts and cannot claim GST back. An important thing all business owners should note is that whatever your current Google AdWords budget is at present, it will stay the same — GST is added to your account after your advert has been shown. The Google AdWords team sent out an email to businesses in regard to the inclusion of GST on Google AdWords. Here is a copy of the email. Dear Google AdWords Advertiser, This email has been sent to notify you of important changes that will affect your AdWords advertising account. [Account Name] Some of the changes that will take effect include: Transfer of Services. Starting from November 1st, 2016, your advertising contract has been assigned to Google New Zealand, including related agreements and any amendments such as service agreements. With effect from this date, Google New Zealand is bound by the contract terms to provide you with the services and is also responsible for invoicing you. How GST is applicable. Google New Zealand is required by law to charge GST at 10% for its services. As of November 1st, 2016, the 10% GST will be included in your monthly statement as a newly added item. If you have questions about the tax consequences of this change, please consult your accountant or bookkeeper. Amendments to the terms of advertising. Beginning November 1st, 2016, some sections of the terms of advertising will change. The updated terms are available on the conditions and terms page — please read them to understand what is required of your business in regard to GST on AdWords. Neither the changes in the terms of advertising nor the transfer of services should cause any service interruption. Payment methods will still be charged automatically just like before. Sincerely, Google AdWords team Once GST starts showing on your account, the next practical question is how to pull a compliant tax invoice for your accountant. We walk through both ways to do it in how to get a GST invoice from Google Ads . Related service Google Ads for Roofers → ### Want a free ad account review? If you've read this far, your campaigns probably matter to you. Send us your Google Ads account and we'll do a free 30-minute walk-through — what's working, what's leaking budget, and the two or three moves that would change your numbers fastest. No deck, no sales pitch, just a real look at the account. Book a free account review Written by ### Nick Berns Founder & Director, Bluelight Nick founded Bluelight in 2017 and has run Google Ads for trades businesses ever since — today exclusively for roofing companies across the US, Canada, Australia, and New Zealand. - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: How Google Search Ads Work: A Roofer's Guide | Bluelight URL: https://www.bluelightads.com/how-google-search-ads-work-roofers How Google Search Ads Work: A Roofer's Guide | Bluelight - - - - - - - - - - Back to blog Google Ads # How Google Search Ads Work: A Roofer's Guide Jun 12, 2026 · 5 min read Ever typed “roofing company” or “roof specialist near me” into Google and noticed the same two or three businesses sitting right at the top with a little “Sponsored” tag? You know the ones. They’re always there, rain or shine, while everyone else scrolls below. And maybe you’ve wondered: how do they pull that off? Is that something I should be doing for my own crew? Honestly, that’s a fair question. So let me break down how Google Search Ads work the way I’d explain it to a mate over a coffee. I’m Nick, founder of Bluelight. We’re a Google Ads agency that works specifically with roofing companies, across the US, Canada, Australia, and New Zealand. Real budgets, real accounts, every single day. So I’ll give you the straight version, not the textbook one. ## So what is a Google Search campaign, really? Here’s the thing: Search campaigns are the simplest type of campaign in Google Ads. They’re the first step every business takes. Nothing fancy. No images, no flashy videos. Just text. A headline and a description. That’s it. The setup follows a pretty logical path. Once you start, Google asks you a few questions. First, who do you want to reach? That’s where keywords come in. If you’re a roofer, you’re talking about searches like “roof replacement Auckland” or “roof repair near me.” The exact phrases people type when they’ve got a leak and they’re stressed about it. Then you write your ad copy. This is your moment to talk about your offer, show off your company, and stand out from the other guys running ads in the same patch. After that, you pick your location and set a budget. Once all that’s done, you’re live. Your first search campaign is running. ## So how do you actually get charged? Now here’s the bit that confuses a lot of people. Once your ad’s running, Google shows it alongside your competitors when someone searches those keywords. Somebody types the phrase, Google shows your ad, and if they click and land on your website, that’s when you pay. The loop repeats over and over, and at month’s end you get the bill. You might’ve heard people call this PPC. That’s short for pay per click, and it’s exactly what it says on the tin. Google only charges you when someone clicks. So if a thousand people see your ad and nobody clicks, you pay nothing. Not a cent. But the moment one person clicks through, that’s when the meter starts. And honestly? That’s a pretty interesting model when you stop and think about it. Even if nobody comes through to your site, all that brand awareness sitting at the top of Google is free. Your name keeps showing up in front of homeowners again and again, building familiarity, without costing you a dollar. Sure, you want the clicks and the inquiries; that’s the whole point. But the free reach is a nice bonus most people overlook. ## The levers you get to pull This is where Search campaigns get genuinely useful. Google gives you a handful of controls to help you find the right customer, not just any customer. Let me run through them. - Keywords. You tell Google what searches you want to appear for. Roof replacement, roof repair, re-cladding, whatever fits your trade. - Negative keywords. This one’s underrated. You tell Google what you don’t want to show up for. Think “how to replace a roof yourself” or “DIY roof repair.” Those folks aren’t hiring anyone. Why pay to reach them? - Region. You can target tightly around your workshop if you’d rather not travel far, or cover a whole city or region if your service area’s bigger. Your call. - Ad schedule. Run ads weekdays only and switch off on weekends. Or stick to work hours, 8am till 5pm. Or leave them on around the clock, seven days. Entirely up to you. There’s more under the hood too. Google offers audience interests, so for a home services business you might enable people already searching for home improvement. Makes sense, right? They’re warmer leads. You can filter by demographics, target a younger or more mature crowd, even narrow by household income. And of course, there’s your budget. Small or large, daily or monthly, you set the number and Google sticks to it. That’s a lot of control for a campaign type that’s “just text.” But that’s why it works. ## Who’s this actually for? Right, the honest answer. If you’re a roofing company, this is your starting point. Full stop. Search Ads are the foundation everything else sits on. Doesn’t matter if your budget’s tight or generous. This is where you get your first clicks, your first conversions, your first real leads. The fancier campaign types come later, once this base is solid. So that’s the quick tour of how Google Search campaigns work. Nothing magic about those sponsored roofers up top; they’ve just got the basics dialled in. If you’d like a hand setting up your account, or you’ve got one running but it’s quietly burning cash, reach out through the link below. Running Google Ads for roofers is what we do all day, every day. Wishing you a great one, and I’ll see you in the next guide. Related service Google Ads for Roofers → ### Want a free ad account review? If you've read this far, your campaigns probably matter to you. Send us your Google Ads account and we'll do a free 30-minute walk-through — what's working, what's leaking budget, and the two or three moves that would change your numbers fastest. No deck, no sales pitch, just a real look at the account. Book a free account review Written by ### Nick Berns Founder & Director, Bluelight Nick founded Bluelight in 2017 and has run Google Ads for trades businesses ever since — today exclusively for roofing companies across the US, Canada, Australia, and New Zealand. - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: How Roofers Get Recommended by ChatGPT (and AI Search) | Bluelight URL: https://www.bluelightads.com/how-roofers-get-recommended-by-chatgpt How Roofers Get Recommended by ChatGPT (and AI Search) | Bluelight - - - - - - - - - - Back to blog AI search Roofing leads # How Roofers Get Recommended by ChatGPT (and AI Search) Jul 6, 2026 · 8 min read Here’s a conversation that’s happening in your service area right now: a homeowner notices a leak, opens ChatGPT instead of Google, and types “who’s a good roofer near me?” And the AI answers — with three to five actual company names. The question that should keep you up at night: is yours one of them? I’ve spent months making sure our own agency shows up in these answers, and the mechanics are surprisingly knowable. This isn’t magic and it isn’t a lottery. AI assistants recommend roofers based on signals you can influence — most of which cost nothing but effort. Let me walk you through how it actually works, and the seven things that get a roofing company onto the shortlist. ## How AI actually picks which roofers to name When someone asks ChatGPT, Perplexity, or Google’s AI for a roofer recommendation, the AI isn’t consulting some secret database. It’s doing two things: First, it draws on what it read during training — every webpage, review site, directory, news article, and forum thread that mentioned roofing companies in your area. If your company has been consistently mentioned, described, and reviewed across the open web, the AI “knows” you the way it knows any fact. Second, most AI tools now search the live web before answering. ChatGPT and Perplexity both pull current results, read the pages, and synthesize an answer. Which means the AI is reading the same things a homeowner would: your Google Business Profile, your reviews, local directories, “best roofer in [city]” round-up articles, and your website itself. So the AI’s recommendation is really a mirror: it reflects how visible, consistent, and well-reviewed you already are across the web. That’s good news — because every one of those inputs is something you can work on. ## The seven things that get you recommended ### 1. A Google Business Profile that’s actually alive Boring, unglamorous, and probably the single strongest signal. AI tools lean heavily on the same local data Google Maps uses: your review count, review recency, rating, photos, and how completely your profile is filled out. A roofer with 150 recent reviews and weekly job photos beats a roofer with 12 reviews from 2021 in nearly every AI answer I’ve tested. Ask for the review while you’re still on the roof — send the direct link by text. ### 2. Consistent name, address, and phone — everywhere AI models get confused by inconsistency the same way customers do. If you’re “Smith Roofing” on Google, “Smith Roofing & Exteriors LLC” on Yelp, and “Smith’s Roofing Co” in the local directory, the AI may treat those as three weaker companies instead of one strong one. Pick one exact name and format, and make every listing match it. This is entity building — teaching the machines that all these mentions are the same, single, trustworthy business. ### 3. Being mentioned in places AI reads AI assistants love citing round-up articles — “best roofers in Austin,” local news stories, chamber-of-commerce pages, supplier spotlights, association member directories. Every third-party mention is a vote. Practical moves: get listed with your local roofing or builders’ association, ask your best suppliers if they feature contractors, and pitch your local paper when you do something story-worthy (a big community job, a storm-response effort). One good local news mention can outweigh fifty directory listings. ### 4. A website that answers questions in plain text AI tools read your website — but only what’s actually in the HTML. Flashy image-heavy sites with three sentences of text give the AI nothing to work with. The roofers who win AI mentions have pages that plainly say what they do, where they do it, and what it roughly costs: “We replace asphalt and metal roofs across greater Dallas. Most replacements run $12,000–$30,000. We’re licensed, insured, and offer free inspections.” Write like you’re answering the homeowner’s exact question — because that’s literally what the AI needs to quote you. ### 5. An FAQ section (with the schema to match) Questions and answers are the native food of AI assistants. A real FAQ on your site — “How much does a roof replacement cost in [city]?”, “Do you handle insurance claims?”, “How long does a reroof take?” — gives the AI ready-made, quotable answers with your name attached. Marking it up with FAQ structured data helps the machines parse it cleanly. We do this on our own site for exactly this reason. ### 6. Don’t block the AI crawlers This one’s a 10-minute check with your web person. AI companies crawl the web with their own bots — GPTBot, ClaudeBot, PerplexityBot and friends — and some websites block them by default (some hosting platforms even have a “block AI” toggle switched on without the owner knowing). If the bots can’t read your site, you’re invisible to the tools your customers are starting to use. Make sure your robots.txt allows them; we explicitly welcome all of them on ours. ### 7. Reviews with actual words in them “Great job, 5 stars” helps your rating. But “They replaced our hail-damaged roof in two days, handled the whole insurance claim, and the crew cleaned up every nail” gives the AI a story it can repeat when someone asks about hail damage, insurance claims, or tidy crews. When you ask for reviews, nudge happy customers to mention the specific job type and suburb. Those details become the exact phrases AI matches against future questions. ## The honest caveat AI recommendations are real and growing, but let’s keep our heads: when a tree’s through the roof at 9pm, homeowners still type “emergency roof repair near me” into Google — and the top of that page is still bought with Google Ads , not earned with AI optimization. AI visibility is a compounding, slow-build asset. Paid search is the tap you can turn on this week. The roofers winning right now do both: ads capture today’s demand, AI visibility captures the growing slice of homeowners who ask a chatbot first. ## The short version AI doesn’t recommend the best roofer. It recommends the most legible one — the company whose quality is visible in machine-readable form: alive Google profile, consistent name everywhere, third-party mentions, a website that plainly answers questions, crawlable pages, and reviews with substance. Do those seven things and you’re ahead of 95% of the roofers in your market, because almost nobody is doing this deliberately yet. And if you’d rather have the whole visibility engine handled — the ads that capture demand today and the lead generation system that compounds behind it — that’s what we build, exclusively for roofing companies. We practice this stuff on our own site first, then apply what works to yours. Reach out and we’ll show you what your company looks like through an AI’s eyes — it’s usually an eye-opener. Related service Roofing Lead Generation → ### Want a free ad account review? If you've read this far, your campaigns probably matter to you. Send us your Google Ads account and we'll do a free 30-minute walk-through — what's working, what's leaking budget, and the two or three moves that would change your numbers fastest. No deck, no sales pitch, just a real look at the account. Book a free account review Written by ### Nick Berns Founder & Director, Bluelight Nick founded Bluelight in 2017 and has run Google Ads for trades businesses ever since — today exclusively for roofing companies across the US, Canada, Australia, and New Zealand. - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: How to Choose a Roofing Marketing Agency: 10 Questions to Ask | Bluelight URL: https://www.bluelightads.com/how-to-choose-a-roofing-marketing-agency How to Choose a Roofing Marketing Agency: 10 Questions to Ask | Bluelight - - - - - - - - - - Back to blog Roofing marketing Hiring an agency # How to Choose a Roofing Marketing Agency: 10 Questions to Ask Jul 14, 2026 · 11 min read I’ve read hundreds of stories from roofers who got burned by a marketing agency. Roofing forums, contractor Facebook groups, Reddit threads, one-star reviews. And here’s the thing that struck me: it’s always the same story, told in three acts. Act one: a charming sales call. Big promises, a slick pitch deck, a senior strategist who really seems to get roofing. Act two: months of reports full of graphs going up and to the right — impressions, clicks, “engagement” — while the phone stays exactly as quiet as it was before. Act three: the roofer tries to leave and discovers the exit costs him his Google Ads account, his landing pages, his tracking phone number, or an early-termination fee. Sometimes all four. Full disclosure before we go further: I run a marketing agency. We work exclusively with roofing companies, so yes, I have a horse in this race. Here’s my deal with you: every question below exists because of a real horror story, none of them require hiring us, and at the end I answer all ten myself so you can hold us to the same standard. Use this list on every agency you talk to — including mine. The ten questions are organized to defuse each act of the story. Five for before you sign, three for while they work, two for the way out. Most guides only cover act one. The expensive lessons live in acts two and three. ## Act one: before you sign ## 1. Do you work only with roofing companies? Not “do you have roofing experience” — every agency that’s ever built one roofer a website claims that. The question is whether roofing is the business or a line item. Why it matters: roofing has brutal, unusual dynamics. Storm seasonality. Emergency intent at 2am. Jobs worth $15,000+ where a single missed call is real money. Some of the most expensive keywords in local services. An agency that runs only roofing accounts compounds those lessons across every client, every month. A generalist relearns them on your budget. A good answer sounds like: “Roofing only” or at minimum a named, short list of trades — and they can talk fluently about insurance vs retail jobs, storm surges, and what a roof replacement lead costs in a market like yours. Walk away if: their client page spans dentists, gyms, and SaaS startups, or they can’t tell you what a qualified roofing lead should cost. ## 2. How many roofers do you work with in my service area — and will you put exclusivity in writing? This is the question almost nobody asks, and it might be the most important one on the list. The map pack has three slots. Page one has limited ad positions. If your agency serves five roofers in your metro, they are deciding who wins — and it won’t be the smallest retainer. There are documented cases of agencies dropping a loyal client because a bigger competitor in the same city asked for exclusivity. A good answer sounds like: “You’d be our only roofing client in your service area, and yes, we’ll put that in the contract.” Then ask the follow-up: “What happens when a bigger roofer in my city offers you double?” Watch the face, not the words. Walk away if: they dodge with “we keep client strategies separate.” You can’t separate three clients bidding on the same keyword in the same suburb. ## 3. Can I meet the person who’ll actually run my account — before I sign? The industry calls it “senior sells, junior runs.” A sharp strategist closes the deal, then your account lands with someone six months out of school juggling 60 other accounts. Agency insiders will tell you this is most of the industry — margins get squeezed, and delivery is where the squeezing happens. A good answer sounds like: a name, today. You get introduced to the actual operator before signing, you know how many accounts they manage, and they can answer roofing questions without checking with someone. Walk away if: “you’ll be assigned a dedicated account manager during onboarding.” Translation: you’ll meet them after your money clears. ## 4. What exactly do you guarantee — and what does it cost you if you miss? Guarantees in this industry run from meaningless to real, and the difference is one thing: does missing it cost the agency actual money? “Satisfaction guaranteed” costs them nothing. “We guarantee page-one rankings” is a promise about a metric they can game with your own brand name. But a guarantee with a defined number, a defined deadline, and a defined penalty the agency pays — that’s an agency betting its own margin on your results. A good answer sounds like: a specific number, a specific timeframe, and a specific consequence they pay. Also acceptable: an honest “we don’t guarantee results, and here’s why” with realistic timelines attached. Honest no-guarantee beats fake guarantee. Walk away if: the guarantee is vague, unverifiable, or — read the fine print — voided by conditions only they control. ## 5. Will you tell me the full price before a sales call — and itemize what goes to Google versus what goes to you? Two traps hide in agency pricing. The first is the price you can’t find — if a fee only exists behind a “book a discovery call” button, it’s a price that changes based on how big your company looks. The second is worse: the blended invoice. Roofers have discovered that of the “$10,000 ad spend” they were quoted, nearly half was quietly the agency’s fee. And when an agency charges a percentage of ad spend, they get a raise every time they talk you into a bigger budget — whether or not it’s working. A good answer sounds like: a published management fee, a separate ad budget that goes to Google in full, billed to your own card, visible in your own account. Walk away if: they won’t itemize, or your ad spend runs through their credit card. ## Act two: while they work ## 6. Will the ad account, the conversion tracking, and the phone numbers be set up in my name from day one? This is the hostage question, and it’s the single most common horror story in roofing marketing. Here’s the mechanics: a Google Ads account accumulates years of conversion history — data the algorithm uses to find you cheaper leads. If the agency creates that account under their profile and merely gives you a login, then the day you leave, they keep it. Your next agency starts the machine from zero. Same trick with call tracking: roofers have discovered, months in, that the phone number on their own website belonged to the agency. Cancel, and your “business line” rings somewhere else. Same with landing pages built on the agency’s proprietary platform — you weren’t buying a website, you were renting one. A good answer sounds like: “The Google Ads account is created under your billing profile, we link to it through our manager account, and if you ever leave you revoke our access with one click and keep everything — account, history, tracking, numbers, pages. It’s in the contract.” Walk away if: any hesitation. A reputable agency insists on this arrangement, because it’s the professional standard — and because they don’t need hostages to keep clients. ## 7. Can I log into my own account tomorrow and read the change history? There is a forensic case, written up in a roofing trade magazine, of a contractor paying $5,000+ a month whose ads — an audit later showed — weren’t running at all. The reports kept coming. The invoices kept coming. On the morning he cancelled, the agency reported 25 clicks for the day; his analytics showed exactly one, and it was the auditor’s. You don’t prevent that with trust. You prevent it with access. Google Ads keeps a change history — every edit, timestamped, attributed. An agency doing real work leaves fingerprints everywhere. An agency doing nothing leaves a blank log. A good answer sounds like: “Of course — it’s your account, here’s how to read the change history, and our monthly call walks through exactly what we changed and why.” Walk away if: access is “against policy,” dashboard-only, or requires asking your account manager each time. The only reason to hide the change history is what’s not in it. ## 8. Will you report cost per booked job — or clicks and impressions? “Your impressions are up 340%!” means nothing if the phone isn’t ringing. Vanity reporting is how bad agencies survive act two: the graphs go up, the jargon flows, and eighteen months later a roofer sits down with a calculator and realizes he paid $75,000 to make $60,000 — before his own costs. The only numbers that matter run in one direction: what did a lead cost, how many became quotes, how many became booked jobs, and what revenue came back. That requires call tracking, form attribution, and ideally a line into your CRM — plumbing a serious agency installs in week one, because they want that number too. It’s how they prove they’re worth keeping without a contract forcing you to stay. A good answer sounds like: “We track calls and forms to the keyword level, we’ll reconcile leads against your booked jobs every month, and the number we report to the owner is cost per job and revenue — not clicks.” Walk away if: the sample report is impressions, clicks, and “brand visibility” — or they resist connecting results to your CRM. ## Act three: the way out ## 9. Why does your contract need twelve months? The honest answer to “why the lock-in?” is one the sales rep will never say out loud: the contract length exists to recover their cost of acquiring you , not to serve some “campaign cycle.” Results either show in the first 90 days or the contract is the only thing keeping you. And lock-ins don’t just cost flexibility — they kill accountability. Roofers stuck in twelve-month deals report the same pattern: performance drops, optimization requests take weeks, because both sides know you can’t fire anyone. Month-to-month reverses the incentive. When you can leave in 30 days, the agency has to re-earn the retainer every single month. A confident agency lets you leave easily, because they don’t expect you to want to. A good answer sounds like: month-to-month, or a short initial period (90 days is defensible for setup economics) rolling to monthly — with a plain-English 30-day out. Walk away if: twelve months, auto-renewal, or an early-termination fee. Read that as: “our service won’t make you stay, so the paperwork will.” ## 10. Walk me through the day I cancel: what do I keep, and what does it cost? Nobody asks this on the sales call, which is exactly why act three is where roofers lose the most. So make them narrate it, step by step, while they still want your signature: I give notice — then what? Who hands over what, on what timeline, at what cost? The traps hiding in that answer: “transition support” fees to receive your own credentials. Wind-down periods where you pay for months of nothing. IP clauses that keep the landing pages, the ad copy, even the photos of your own crews. Ninety-day notice windows that quietly buy them a final quarter of retainer. A good answer sounds like: “Thirty days’ notice. You keep the ad account, the site, the tracking numbers, the data, and the creative. Handover is a checklist, it takes a week, and it costs nothing. Want to see the offboarding section of the contract?” Walk away if: the answer is improvised. An agency that’s never thought about a clean exit is telling you no one leaves cleanly. ## Three bonus questions, if you want to separate the great from the good “What would you not sell me right now?” A package-seller has something for everyone. A judgment-seller will tell you what to skip — and an agency that’s ever turned down a client is selling advice, not inventory. “Give me a client who left in the past year, and tell me why.” Anyone can produce three happy references; they’re pre-screened. How an agency talks about a client who left tells you how they’ll behave when it’s you. “What do you need from me?” A trick question with a right answer. The honest agency will say: answer your phone fast, because speed-to-lead makes or breaks paid leads; chase reviews; tell us which leads booked. An agency that promises results with zero effort from you is lying about where results come from. ## How we answer these ten questions I said I’d take the test, so — quickly, with receipts where possible: Roofing only? Yes — roofing companies exclusively, across the US, Canada, Australia and New Zealand. One roofer per service area, in writing. The person who runs your account is a senior operator, and you’ll meet them before you sign — there’s no junior handoff, because there are no juniors. The guarantee has a deadline and a penalty we pay: if after three months you haven’t made back more in new client revenue than you’ve invested, we keep working free of charge until you have . The price is published — a flat monthly fee , your ad budget goes to Google in full through your own billing. The account, tracking and numbers are yours from day one; you can read the change history any morning you like. We report cost per lead and revenue — here’s what that looks like tracked all the way to $5.6M . Month-to-month, and the day you cancel, you keep everything. If you’d rather not take my word for any of that, check a third party: we’re vetted and listed among paid media agencies on DesignRush — As seen on DesignRush . Directories aren’t proof of results, but they are one more place to read about an agency that isn’t the agency’s own website. And the honest caveat, because this guide would be worthless without one: we do one thing. Google Ads. If you want SEO, social, and a full brand program under one roof, we’re the wrong hire — and there are genuinely good agencies for that. I’ve written an honest comparison of the best roofing marketing agencies , including where we don’t fit. Print the ten questions. Ask every agency on your shortlist, including us. The good ones will enjoy answering — that’s rather the point. Related service Best Roofing Marketing Agencies → ### Want a free ad account review? If you've read this far, your campaigns probably matter to you. Send us your Google Ads account and we'll do a free 30-minute walk-through — what's working, what's leaking budget, and the two or three moves that would change your numbers fastest. No deck, no sales pitch, just a real look at the account. Book a free account review Written by ### Nick Berns Founder & Director, Bluelight Nick founded Bluelight in 2017 and has run Google Ads for trades businesses ever since — today exclusively for roofing companies across the US, Canada, Australia, and New Zealand. - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: How to get a GST invoice from Google Ads | Bluelight URL: https://www.bluelightads.com/how-to-get-gst-invoice-from-google-ads How to get a GST invoice from Google Ads | Bluelight - - - - - - - - - - Back to blog Google Ads PPC # How to get a GST invoice from Google Ads Aug 13, 2025 · 3 min read If you are reading this article you may be wondering where to find a GST invoice for your Google Ads account. In late November 2018, AdWords started charging GST on all New Zealand AdWords accounts. You can find your GST tax invoice as a PDF inside your Google Ads dashboard in the first week of the following month. Account administrators and personnel with billing access can view and download billing information — make sure you have the appropriate privileges to access these details. There are two ways to download the invoice: through the Google Payments Centre and the Google Ads portal. ### Method 1 — From your Google Payments Centre - Go to pay.google.com and log in with your Gmail details. - Click on the AdWords subscription service (click Manage ). - Click View Transactions & Documents . - Select the correct date range. - Click the link for the Tax Invoice (NZ) . - Save the file. ### Method 2 — From your Google AdWords account - Sign in to AdWords at ads.google.com . - Click Tools in the top bar menu. - Select Billing & Payments . - Click Transactions . - Select the correct date range. - Click the link for the Tax Invoice (NZ) . - Save the file. If you are using ad-blocker extensions in your browser, make sure you disable them — otherwise you may run into issues. It is not currently possible to set up monthly invoicing in Google AdWords, although this feature will likely be implemented in the future. Related service Google Ads for Roofers → ### Want a free ad account review? If you've read this far, your campaigns probably matter to you. Send us your Google Ads account and we'll do a free 30-minute walk-through — what's working, what's leaking budget, and the two or three moves that would change your numbers fastest. No deck, no sales pitch, just a real look at the account. Book a free account review Written by ### Nick Berns Founder & Director, Bluelight Nick founded Bluelight in 2017 and has run Google Ads for trades businesses ever since — today exclusively for roofing companies across the US, Canada, Australia, and New Zealand. - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: How to Get Roofing Leads: 12 Ways That Actually Work | Bluelight URL: https://www.bluelightads.com/how-to-get-roofing-leads How to Get Roofing Leads: 12 Ways That Actually Work | Bluelight - - - - - - - - - - Back to blog Roofing leads Lead generation # How to Get Roofing Leads: 12 Ways That Actually Work Jul 6, 2026 · 9 min read Every roofer I’ve ever spoken to has the same problem in one of two flavors: not enough leads, or leads that waste your time. After generating 100,000+ leads for trades businesses — including taking one roofing company from startup to $5.6M in revenue — I’ve got strong opinions about what actually fills a roofing pipeline and what just fills your voicemail with tire-kickers. So here’s the honest list. Twelve ways to get roofing leads, ranked roughly by how well they work for a typical residential or commercial roofing company. No fluff, no “just post more on social media.” Let’s get into it. ## 1. Google Search Ads The big one, and it’s not close. When a homeowner types “roof repair near me” or “roof replacement cost,” they’re not browsing — they need a roofer, usually this week. Google Search Ads put you in front of that person at the exact moment of intent, and nothing else on this list does that as directly. Run properly, the numbers are hard to argue with. Our roofing clients typically land between $20 and $80 per qualified lead; CRS Roofing averaged $32 a lead on the way to $5.6M in revenue at a 114x return on ad spend. Run badly — broad keywords, no negatives, traffic dumped on your homepage — the same channel will eat $2,000 a month and hand you nothing but “how much is a tarp” calls. The difference is entirely in the build. If you want the full mechanics — the keywords worth bidding on, the ones to block, what clicks cost — I’ve laid the whole system out on our Google Ads for roofers page. ## 2. Google Local Services Ads If you’re in the US, LSAs are the “Google Guaranteed” boxes above even the regular ads, and you pay per lead instead of per click. Worth having: the placement is unbeatable and the checkmark builds trust. But understand what they are — a queue, not a lever. You can’t pick which searches trigger you, you can’t out-write your competitors’ ads because everyone’s listing looks identical, and volume swings for reasons Google never explains. Run LSAs as a baseline layer. Just don’t build the business on a channel you can’t steer. ## 3. Your Google Business Profile Free, and quietly one of the highest-ROI things you can touch. The map pack shows up for nearly every local roofing search, and three things decide whether you’re in it: review count and recency, photos of real jobs, and how fast you respond to messages. The playbook is simple: ask every happy customer for a review while you’re still on the roof (send the direct link by text), upload job photos weekly, and answer every review — including the rough ones. Roofers with 100+ recent reviews eat the map pack alive. ## 4. Referrals — systemized, not hoped for Referrals are every roofer’s favorite lead source, and rightly so: they close at double or triple the rate of anything else and cost nearly nothing. The mistake is treating them as luck. Make it a system. Ask at the moment of maximum happiness — final walkthrough, roof looks brilliant — not six months later. Give them something to hand over: a card, a $100 referral thank-you, a simple “know anyone whose roof is due?” text sequence 30 days after completion. One good residential job sits in a street full of same-age roofs. Which brings me to… ## 5. Job-site marketing (yard signs and the street around the job) The cheapest lead source on this list. A yard sign on an active job is social proof working for free — “the neighbors chose these guys.” A five-house door-knock or letterbox drop either side of every job (“we’re roofing number 42 this week, happy to take a look at yours while our crew’s on the street”) turns one job into two or three surprisingly often. Unmeasurable? Mostly. Do it anyway. It costs you a sign and an hour. ## 6. SEO and local landing pages Ranking organically for “roofing company [your city]” is a slower burn than ads — months, not days — but the leads are effectively free once you’re there, and rankings compound while ad spend resets to zero every month. The honest caveat: SEO rewards patience and content, and most roofers quit at month three. If you go this route, focus on your city pages, your service pages, and your reviews — not blogging about “the history of slate.” Our client Roof Doctor built a mostly organic-first pipeline worth $846K this way, so it absolutely works; it just doesn’t work by Friday. ## 7. Retargeting Someone visits your site, gets a quote in their head, then life happens. Retargeting follows those visitors around the web and social feeds for cents per impression, keeping you the default choice when they’re ready. Roof decisions take days to weeks — this is the cheapest way to stay in the room while they decide. Small budget ($200–$500/month), outsized effect on close rates. ## 8. Lead marketplaces (Angi, HomeAdvisor, Thumbtack) — with eyes open Here’s the honest take: marketplaces deliver volume fast, and that’s real. But you’re usually one of three to five roofers buying the same homeowner, so you’re racing to the phone and then racing to the bottom on price. Quality control is theirs, not yours, and the moment you stop paying, the tap shuts off. Use them as a bridge while you build channels you own — not as the foundation. I’ve written a fuller comparison of bought leads versus an owned pipeline on our roofing lead generation page. ## 9. Storm and hail response If you’re in a storm market, the 72 hours after a major weather event are the most valuable marketing window of your year. Homeowners are searching “emergency roof repair” and “storm damage roof” right now , in volume, with insurance money attached. Preparation beats reaction: have an emergency-repair ad campaign built and paused, ready to switch on the morning after; have a canvassing crew and door-hanger stock ready for affected suburbs. The roofers who own storm searches in that window book out their quarter. ## 10. Commercial relationships (property managers, builders, insurers) Commercial roofing leads rarely come from a Google search alone. Property managers, facilities companies, builders, and insurance adjusters each sit on a stream of roof work — and they all want one thing: a roofer who answers the phone and shows up when they said they would. One coffee meeting a week with someone in that list is a lead channel. It’s slow, it’s unscalable, and a single property-management contract can be worth more than a year of residential ads. ## 11. Email and database reactivation The list of every quote you didn’t win and every customer from five years ago is a lead source most roofers never touch. Roofs age on a schedule; the person who said no to a replacement three years ago is three years closer to yes. A simple quarterly email — seasonal check reminder, a recent job with photos, a “roofs we replaced this month” note — costs nothing and reliably shakes loose jobs from people who already know you. Old quotes are the warmest cold list you’ll ever own. ## 12. Facebook and Instagram — last on purpose Not because social is worthless, but because of how buying works: nobody is scrolling Instagram looking for a roofer. Search captures demand; social tries to create it, and creating demand for a purchase people only make when they must is expensive. Where Meta earns its keep: retargeting (see #7), showcasing before-and-afters to build brand in your service area, and storm-window awareness pushes. If your search foundation isn’t built yet, every social dollar is spent out of order. ## The pattern behind all twelve Look at the list again and you’ll notice the split: channels you own (your ads account, your GBP, your reviews, your database, your relationships) versus channels you rent (marketplaces, and arguably social reach). The roofers who win long-term stack owned channels — because owned channels compound, and rented ones reset to zero the day you stop paying. Start with search — that’s where the buyers are. Get your GBP and reviews humming alongside it because they’re free. Systemize referrals and job-site marketing because they’re nearly free. Then layer the rest as your capacity grows. And if you’d rather have the whole engine built and run for you — the campaigns, the landing pages, the tracking, the lot — that’s exactly what we do, exclusively for roofing companies across the US, Canada, Australia and New Zealand. See how the roofing lead generation system works, or book a call and we’ll map it to your market. Either way: go get the leads, and keep the crew busy. Related service Roofing Lead Generation → ### Want a free ad account review? If you've read this far, your campaigns probably matter to you. Send us your Google Ads account and we'll do a free 30-minute walk-through — what's working, what's leaking budget, and the two or three moves that would change your numbers fastest. No deck, no sales pitch, just a real look at the account. Book a free account review Written by ### Nick Berns Founder & Director, Bluelight Nick founded Bluelight in 2017 and has run Google Ads for trades businesses ever since — today exclusively for roofing companies across the US, Canada, Australia, and New Zealand. - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: Performance Max Explained: Should Your Business Use It? | Bluelight URL: https://www.bluelightads.com/performance-max-explained Performance Max Explained: Should Your Business Use It? | Bluelight - - - - - - - - - - Back to blog Google Ads Performance Max # Performance Max Explained: Should Your Business Use It? Jun 14, 2026 · 5 min read You log into your Google Ads account, and there it is. A campaign type called Performance Max, with Google practically poking you from every corner of the dashboard to flip it on. Tempting, right? Before you do, let’s talk about what Performance Max actually is, how it works, and whether it’s a good fit for your business. Hi, I’m Nick, founder of Bluelight. We’re a Google Ads agency built exclusively for roofing companies. I work with real businesses, real accounts, and real budgets every single day, so I get a front-row seat to what works and what flops. Let me walk you through this one. ## What is Performance Max, really? Performance Max is one of Google’s automated campaign formats, and the big thing to know is that it’s fully automated. Here’s the difference. In a normal Google Search campaign, you’re the one supplying the keywords, the negatives, the ad assets, all of it. You’re hands on the wheel the whole time. With Performance Max, you flip that around. You tell Google your goal, hand over some creatives, and then you basically let go of the steering wheel. Google does the rest. The interesting part? You get access to Google’s entire inventory. We’re talking Search, the Display network, Gmail, Maps, the lot. One campaign covers the whole Google network. Inside the asset setup, you’re feeding it headlines, descriptions, images, videos, and your logos. Think of it like cooking. You provide all the ingredients, and Google cooks the meal for you. You don’t stand over the stove. You just plate up what comes out. ## What are the upsides of Performance Max? There are some genuinely good reasons people get excited about this one. First, it’s easy to set up. Provide your ad assets, set your goal, and you’re off. No fiddling with endless keyword lists. Second, you get every channel from one campaign. That used to be a real chore. To pull off something similar, you’d have to build out a bunch of separate campaign types, which is a lot of work and a lot of moving parts. Performance Max bundles all that into one tidy place. Third, it can reach customers you’d never have found through Search alone. Someone scrolling Gmail or browsing the Display network might never type “metal roof replacement Auckland” into Google. But Performance Max can still put your brand in front of them. That’s reach you weren’t getting before. ## What is the catch with Performance Max? Honestly, it’s not all smooth sailing. There are a few drawbacks you really need to weigh up. The biggest one? It’s a one-stop shop, but that shop runs like a black box. In Search, you’ve got loads of levers and targeting settings you can tweak and fine-tune as you go. With Performance Max, you load it up, set your goal, hand over control, and then you don’t have much say in how things play out. For a lot of contractors who like to know exactly where their money’s going, that’s uncomfortable. Then there’s tracking. Attribution gets messy and, frankly, a bit painful. Working out which channel actually drove a lead becomes guesswork. When you’re spending real money, that murkiness matters. It’s also a fast-moving campaign type, which means bugs and unexpected delivery issues can still crop up. Sometimes it just doesn’t deliver the way it’s supposed to. You’re partly along for the ride while Google keeps tuning the machine. And the big one: it’s data hungry. Really hungry. Performance Max needs a solid pile of data to do its job well. ## Who should actually use Performance Max? Here’s the thing. Performance Max is not something to switch on with a brand-new account. For it to work, it needs data. Previous customers, conversions, a clear picture of the kind of leads it should be chasing for your business. A fresh account has none of that history. So if your account’s brand new and empty, Performance Max simply won’t perform. It’s flying blind. The other condition is budget. If you’re working with a small spend, stick to Search campaigns and build your account up first. Get something profitable and steady running. Once that’s working, then you can reinvest some of those profits into Performance Max and see what it can do. So really, two boxes need ticking: - Your account is mature, with enough conversions for Performance Max to learn from. - You’ve got extra budget to put into it, on top of what’s already working. Tick both, and it becomes a tool worth testing. Miss either one, and you’re likely just handing Google your cash and hoping for the best. ## What is the bottom line? Performance Max isn’t a magic switch, and it isn’t a trap either. It’s a powerful campaign type that rewards accounts with history and budget, and punishes the ones without. If you’ve got a mature account that’s already pulling solid leads, it can open doors to customers you’d otherwise miss. If you’re just getting started, give it time. Build your foundation first. If you’d like a hand setting up Performance Max, or any other Google Ads campaign for your roofing business , get in touch through the link below. Happy to help you sort it out. Related service Google Ads for Roofers → ### Want a free ad account review? If you've read this far, your campaigns probably matter to you. Send us your Google Ads account and we'll do a free 30-minute walk-through — what's working, what's leaking budget, and the two or three moves that would change your numbers fastest. No deck, no sales pitch, just a real look at the account. Book a free account review Written by ### Nick Berns Founder & Director, Bluelight Nick founded Bluelight in 2017 and has run Google Ads for trades businesses ever since — today exclusively for roofing companies across the US, Canada, Australia, and New Zealand. - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: Why You Need Call Tracking | Bluelight URL: https://www.bluelightads.com/the-new-wave-call-tracking-and-its-benefits Why You Need Call Tracking | Bluelight - - - - - - - - - - Back to blog PPC SEO # Why You Need Call Tracking Aug 14, 2025 · 5 min read There are several ways of measuring business success. Most businesses and marketers prefer measuring success through organic views, page views and goal conversions — useful, but they do not accurately portray the number of leads and enquiries a business gets, especially when calls are involved. As much as we spend most of our time browsing the web, not all transactions can be conducted online. One of the greatest yet most underestimated sources of lead generation is phone calls . It has been challenging to track the source of callers, and that gap has shown up in how marketing performance is assessed. With modern call tracking software, businesses can monitor their marketing efforts in terms of lead generation and identify which channels are working. Call tracking plays several roles, including shaping how you split effort between SEO and paid ads . Let’s look at how it works and what it delivers. ## How to track inbound calls One of the first things you do when opening a business is obtain a telephone number. That number ends up in many places: your website, magazines, ads. That is a good move — but it has shortcomings. If your number lives across many platforms, it becomes hard to know which one is generating leads. Picture noticing a lighting problem in the office. You search “lighting solutions” , see a company ad with a phone number, call them, the issue gets fixed. The company can’t tell how you found them — which might even prompt them to pull the ad, thinking it isn’t working. Through call tracking, the lighting company can easily attribute that call. It allows businesses to track different phone numbers and determine which campaign generated each one. To track a call you need software that records the calls a business receives and surfaces the performance of each campaign. ## How does call tracking work? Let’s say the lighting company has three marketing strategies: ads in local papers, ads on transport, and an online campaign. Call tracking lets the company compare enquiries from all three. They can see which strategy generates conversions, the exact time and date of each call, and the return on investment of each channel. If transport ads have low returns, the company can shift that spend to online — or the other way around. The end game is to generate as many qualified enquiries as possible. ## Benefits of call tracking Call tracking comes with several advantages. Here’s how they break down. ### Assess marketing strategies Call tracking lets businesses monitor and assess every channel to establish what’s viable. Companies can oversee both online and offline strategies and know where to improve, including which landing pages bring in the most enquiries from organic search. It also helps with paid campaigns: companies can identify the best-performing keywords. Different telephone numbers in different ads can quickly reveal which creative performs best. ### Improve customer service Call tracking lets you listen back to calls and assess your customer service. A company can see exactly what to improve based on customer handling and feedback. ### Save on costs Most companies spend significant money on channels that yield no returns. Call tracking helps assess campaign channels based on viability. A firm might be investing heavily in offline ads when, in reality, almost all enquiries are generated online. ### Maximise returns Business is about investing, and each investment must yield returns. Call tracking provides the data on which channels to invest in and which to drop — minimising expense and maximising results. ## Conclusion Most businesses depend on Google Analytics to generate goal conversion rates. It has its advantages, but it’s often inaccurate when clients pick up the phone instead of filling in a form — which quietly drags down your reported conversion rate . Call tracking lets companies take charge of their marketing decisions: keep what works, drop what doesn’t. At Bluelight, we keep up with the latest tracking and analytics updates so you can make better decisions. Book a free consultation today and learn how we can help you. Related service Roofing Lead Generation → ### Want a free ad account review? If you've read this far, your campaigns probably matter to you. Send us your Google Ads account and we'll do a free 30-minute walk-through — what's working, what's leaking budget, and the two or three moves that would change your numbers fastest. No deck, no sales pitch, just a real look at the account. Book a free account review Written by ### Nick Berns Founder & Director, Bluelight Nick founded Bluelight in 2017 and has run Google Ads for trades businesses ever since — today exclusively for roofing companies across the US, Canada, Australia, and New Zealand. - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever. --- # Page: When to use Google Ads, SEO, or both | Bluelight URL: https://www.bluelightads.com/when-to-use-google-ads-seo-or-both When to use Google Ads, SEO, or both | Bluelight - - - - - - - - - - Back to blog Google Ads SEO # When to use Google Ads, SEO, or both Aug 13, 2025 · 4 min read Although both SEO and Google Ads are strong online marketing tools, knowing which one to focus your energy on can be confusing. Here’s how to think about it. ## New websites should lean on Google Ads Over the years, Google has changed its algorithms many times, making it harder to rank organically — especially when your website is new. It’s harder, but still possible. SEO should be viewed as a long-term investment. Ranking organically takes longer now than five years ago. The key is to be consistent with your content and to optimise every page on your site. Over time, multiple pages from your site will rank. Deceptive SEO tactics can rank you quickly, but they can also get your site penalised. We don’t recommend them. ### A practical sequence for a new website - Use SEO to rank on local search results, where applicable to your business. - From day one, ensure all pages and content are SEO-optimised. - Generate short-term results with Google Ads while your SEO matures. - In the short term, lean on Google Ads but keep producing optimised content. - As organic rankings strengthen, reduce Google Ads investment. ## Why Google Ads pays off in the short term ### 1. Faster results than SEO Google Ads can generate results faster than SEO. If you’re new to running campaigns, expect a learning curve — it can take months. There’s real split-testing involved to find the copy with the best conversion rate. As you find a working formula, results come more quickly. ### 2. Capture competitor brand searches With Google Ads you can bid on competitor brand searches — especially valuable when you offer a similar product or service. Make sure your ad copy clearly states your differentiation (price, features, etc.) so people have a reason to click. Mobile traffic keeps growing, yet relatively few companies use Google Ads to target mobile users specifically. Worth taking advantage of. ### 3. Research keywords with Google Ads Because Google Ads delivers immediate signal, you can test which keywords and variations actually convert. Feed that data into your SEO strategy to rank for the terms you know already produce results — especially useful when expanding into new keyword space. ( Dynamic Search Ads are a fast way to surface those terms.) ### 4. Reach beyond Google search With Google Ads, you can advertise on the Search Network and the Display Network . The Display Network reaches across more than two million partner websites — YouTube, Gmail, and the sites people read every day. ### 5. Choose your landing page SEO ranks a page based on Google’s algorithm — you don’t get to pick the page. With Google Ads, you do. That flexibility means you can advertise with intent: capture an email, drive a sale, or push a specific offer. Bluelight has over five years of experience in Google Ads marketing and 100+ successful campaigns under management. Book a free consultation today and learn how we can help. Related service Google Ads for Roofers → ### Want a free ad account review? If you've read this far, your campaigns probably matter to you. Send us your Google Ads account and we'll do a free 30-minute walk-through — what's working, what's leaking budget, and the two or three moves that would change your numbers fastest. No deck, no sales pitch, just a real look at the account. Book a free account review Written by ### Nick Berns Founder & Director, Bluelight Nick founded Bluelight in 2017 and has run Google Ads for trades businesses ever since — today exclusively for roofing companies across the US, Canada, Australia, and New Zealand. - - Let's chat ## Get in touch Tell us about your business and your growth challenges. Don't fill this out if you're human: Your name Your email Phone Your website Message Please complete the security check before submitting. Send message 🔒 We'll only use your details to reply. No spam, ever.