Google Ads for roofers who are tired of chasing hail.

Storm work and retail work are not the same offer.

Every roofing owner we talk to treats leads as one bucket. They're not. A homeowner searching "roof replacement cost" after seeing a stain on their ceiling is a retail buyer — self-funded, price-sensitive, decides in one to two weeks. A homeowner searching "storm damage roof inspection" after a hailstorm is an insurance claim buyer — the adjuster sets the number, and your job is supplementing the scope, not selling the price.

Google Ads is brutally efficient at telling these two buyers apart if you let it. Split them into separate campaigns with separate landing pages and you stop wasting adjuster-scope keywords on a sales team trained to pitch financing, and vice versa.

Three keyword tiers, three different budgets.

Repair leads look cheap and feel productive, but they clog your best crew's schedule with low-margin work. Cap repair spend at 15-20% of total budget unless repairs are your entire model.

How we build a national-caliber roofing account.

• →
  Separate campaigns by buyer type, not by service

  Retail replacement, insurance/storm, and repair each get isolated budgets. Google's algorithm will always chase the cheapest conversions unless you fence it off.

• →
  Financing offers front and center for retail

  Retail roof buyers stall on price more than any other trade we work with. A landing page that leads with '0% for 18 months' out-converts a page that leads with your warranty every time we've tested it.

• →
  Radius targeting tied to your crew capacity, not your ambition

  Bidding across three counties when you run two crews just spreads leads thin and drops close rate. Match ad radius to how many roofs you can physically install in 30 days.

• →
  Weather-triggered budget flexing

  Set rules that auto-increase storm-campaign budgets when NOAA hail alerts hit your service area, and pull retail budget down slightly during the two weeks after a major storm when everyone's phone is ringing anyway.

• →
  Speed-to-lead SLAs enforced with call tracking

  Roofing leads go cold faster than almost any trade — homeowners call three roofers back to back. Every call gets logged, timestamped, and scored against a 5-minute callback target.

Roofing Google Ads questions

Should a roofer even bother with Google Ads, or just do storm chasing?

Storm chasing gives you feast-or-famine revenue tied to weather you don't control. Google Ads gives you a retail replacement pipeline that runs in July as well as March. Most crews we work with run both — storm work for volume, search ads for margin — because retail jobs close at full price with no insurance adjuster haggling your scope down.

What's a realistic cost per lead for a roofing company on search?

National blended average sits between $80 and $250 depending on metro and season. Roof replacement terms in competitive markets like Dallas or Denver can run $300+ per click during hail season spikes. The number that matters isn't cost per lead, it's cost per signed contract — and that should land under $700 if your sales process is decent.

How many keywords should a roofing account actually run?

Fewer than you think. Ten to fifteen tight phrase-match and exact-match terms outperform a 200-keyword broad-match account every time. Roofers who dump budget into 'roofing companies near me' broad match end up paying for gutter cleaning searches and roofer job applicants.

Do insurance-scope repair jobs convert the same as retail replacements?

No — different buyer, different sales cycle. Retail replacement customers self-fund and decide fast. Insurance claim customers wait on adjusters and can drag a deal three to six weeks. See our storm damage lead generation breakdown for how to route each type differently once they hit your CRM.