Blog > Google Ads for Roofers
Google Ads Strategy for Roofers in 2025
By Cullen E
A tailored strategy to mastering Google Ads for roofing companies. Expert-level insight and industry specific strategies on how to generate more leads for your firm with Google Ads.
Why Choose Google Ads for Your Roofing Business?
Google Ads is a great platform and tool for roofing companies to boost their online presence, improve brand recognition, and win new jobs.
The best way to look at it is to think of the steps you took the last time you needed to find a service in your area.
Personally, I pick up my phone or laptop and immediately search Google for the service I’m looking for. Using roofing as an example, my search would look something like: "Roofers in [city]" or "Roofing contractors near me."
This is why Google Ads is so important. It improves your visibility among potential customers and establishes yourself as the trusted roofing expert in your area.
How Much Do Roofers Spend on Google Ads?
Getting your head around how much your Google Ads efforts will cost is a good start for any marketing strategy.
With that in mind, let's take a close look at how much you can expect to spend on Google Ads as a roofer…
Average CPC in the Roofing Industry
In the UK, roofers who want to advertise their services through Google Ads can expect to pay aywhere between £3 - £5 for each ad click.
So, in order to get the most out of Google Ads for your roofing business, I strongly recommend a minimum monthly budget of £3000 to £5000.
With this budget, you should be able to generate around 1000 clicks to your website. With 1000 clicks coming through per month, you'll have a reasonable amount of data in which to judge the effectiveness of your campaigns, and whether Google Ads is right for you.
Google Ads Strategy for Roofers
The strategy laid out for you below is tailored to the roofing industry whilst also providing high-level advice on how to set up profitable campaigns.
The ultimate goal is to help generate consistent leads for your service team to convert.
Whilst I try to provide you with ideas unique to your industry, you should always consult a Google Ads expert before investing into PPC.
Identify Relevant Target Keywords
In order for your Google Ads campaigns to be successful you need to target relevant keywords that resonate with your target audience's search queries.
For this step, I recommend compiling a list of your services, for example: flat roofing, tile re-roofs, roof replacements, roof repairs, conservatory roofs and so on.
Now that you have your list of services, you can begin to conduct keyword research on your preferred tool. I use Ahrefs or SEMRush, but Google Ads Keyword Planner works fine and is totally free.
Gather this data and enter your keywords into a spreadsheet so that you can organise all the relevant keywords to your business.
Conversely, make note of any irrelevant terms discovered in your research. These can be added as negative keywords within your campaigns to reduce wasted ad spend.
Example Keywords and Search Terms for Roofers
Here are some relevant keywords and search terms for roofers with estimated monthly search volumes and CPC (Cost Per Click) estimations:
Search Term | Search Volume | Estimated CPC |
|---|---|---|
roof installation | 1100 | £2.50 |
new roof cost | 1000 | £0.80 |
flat roofing | 900 | £2.00 |
roofer near me | 3300 | £3.00 |
roof leak repair | 1400 | £2.50 |
roof repair | 2400 | £3.00 |
Data collected from Ahrefs.com. Search volume refers to monthly searches on Google
Group Your Keywords Into Campaigns and Ad Groups
Once you've compiled your list of keywords, the next step is to organize them into campaigns and ad groups. This involves grouping keywords based on themes related to your service offerings and sub-themes reflecting the nature of the search.
These themes are used to form each campaign within your Google Ads account, allowing you to segregate search terms and create highly relevant ads.
For example, if you offer roof repair services, 'roof repair' would be a campaign, with 'flat roof repairs' and 'pitched roof repairs' forming separate ad groups underneath it.
By grouping keywords in this way, you can craft ads tailored to each specific group, ensuring maximum relevance to potential customers.
For example, writing an ad for specific services such as: ‘Flat Roof Repair - Call Now | We Won’t Be Beaten on Price’.
How to Monitor and Optimise Your Keywords and Search Terms
Now that your keywords are chosen, you need to know how to monitor them following the launch of your Google Ads campaigns.
I have given bullet points on how to optimize your keywords and the searches your ads show for so that you can consistently improve your return on ad spend.
Target Keywords
Go to Campaign > Ad Group > Keywords > Search Keywords
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Regularly check keyword performance to allocate budget across ad groups towards your best performers
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Consider pausing keywords that have a historically low cost/conv (only do this after you have enough data to make an informed decision)
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Pause keywords with low search volume to make your account easier to manage
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Analyze your quality score metrics to gain insight into how your ads can improve
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Test new keywords consistently based on keyword research or your search terms report
Search Terms
Go to Campaign > Ad Group > Insights and Reports > Search Terms
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Analyze the important metrics in your search terms report such as CTR, cost-per-click, cost per conversion, return on ad spend and conversion rate
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Add irrelevant search terms to negative keyword lists
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Add high-performing search terms into your campaigns as target keywords
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Make a note of common terms that users are including in their search (these can be added into your ads to improve relevance)
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Conversely, review low-quality terms such as ‘free’ or ‘trial’ and add these as negative keywords if necessary
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Pay attention to question-based searches that give insight into your target audience
The MUSTs of Managing a Google Ads Account for Roofers
Before investing any of your hard earned cash into Google Ads, there are two things that you MUST implement first:
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Conversion tracking on Google Ads and your website
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A relevant landing page
Conversion Tracking (Google Ads and Website Tracking)
Any business owner or decision maker knows that if they’re putting X amount of money into something, they want to know what they’re getting out of it in the end.
And it’s no different with Google Ads.
Conversion tracking is critical as it will ensure you know exactly how many leads are coming through to your business from Google Ads.
Not only that, conversion tracking is fundamental to fine-tuning performance and maximising your return on ad spend.
With tracking in place, you can review the performance of your campaigns, keywords, ad copy and more!
A Relevant Landing Page
Once you have conversion tracking set up on both Google Ads and your website, you now need to make sure you have a landing page that is relevant.
And by relevant, I mean sending users to a page that answers their query.
So, if you’re targeting "flat roofers near me", you’ll send them to a specific page that gives more detail on your service. This might include where you’re located, the materials you use etc.
You’ll also include a contact form on the page so the user can enquire as soon as they have the information they need.
Campaign Types and Conversion Goals
For roofers, the preferred campaign type on Google Ads is typically Search, aimed at capturing users actively searching for roofing services.
Setting the conversion goal to Leads will align your campaigns with the primary objective of generating enquiries for quotes or inspections. This will also help your campaigns to optimize performance for what matters most.
Location Targeting for Local Roofing Companies
The effectiveness of location targeting in Google Ads depends on whether your roofing company operates locally or nationally. For local firms, leaning into your location is the key to a profitable campaign.
Utilising location extensions, call extensions, and local search ads enhances visibility among local audiences and encourages engagement.
Even for national firms, incorporating location-based ad copy and dynamic location customisers (discussed below) creates a personalised ad experiences for the users based on their geographic location, keeping ads as relevant as possible for your audience.
Location Customisers
Location customisers operate at the ad level, offering you the ability to tailor ad headlines based on the user's location.
We find this feature particularly useful for local services, where indicating that your business operates in the user's town or city can significantly boost click-through rates to your website.
Setting up location customisers is quite straightforward:
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Create or open an existing ad.
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Type '{' into a headline field to activate the customiser feature.
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Choose 'Location Insertion' from the options.
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Select your preferred location from the dropdown menu.
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Fill in the default text in case Google can't identify the user's location.
Summary
To conclude, Google Ads is a great way for roofers to advertise their services online and maximise their online presence.
By targeting relevant keywords and leveraging location inside your ads, you'll be able to attract new leads and enquiries for your roofing business at a rate that is profitable.
Still unsure on how to navigate Google Ads for your roofing firm? Book a free 15-minute consultation with a Google Ads expert on my Book a Call page.