Industry Guide · 4 of 16 chapters published
Google Ads for Roofers, Built to Win the Bid, Not Just the Click.
Homeowners call a roofer after a storm or a leak, often collect three bids, and search a page crowded with lead sellers and national remodelers. These sixteen chapters build a Google Ads account in the order that works, using real searches, websites and homeowner reviews from one example market, Minneapolis-St. Paul. The method works for roofing companies anywhere in the US.
Sixteen Chapters, From the First Inspection to a Full Crew Schedule
New to Google Ads? Start with Chapter 1. Each chapter builds on the last.
Measure
Count booked inspections, not quote-tool clicks, and know what a sold roof is worth
Typing an Address Into a Roof Quote Tool Isn't a Lead. Track the Booked Inspection.
Start Your Roofing Ads With "Roofer Near Me," Not "How Long Does a Roof Last."
A Roofing Lead Isn't a Roof Sold. Price Your Clicks on the Roofs You Actually Win.
Build
Win the searches where homeowners hire, then the storm searches nobody predicts
A Hail Damage Click That Lands on Your Home Page Costs More Than It Should.
Gutters, Siding and Job Seekers Out
Exact Match, Then Storm Searches
Top Spots Worth Winning
Headlines in Homeowners' Words
Launch
Settings that keep your budget inside your service area
Settings for Your Service Area
Scale
More reach once the account knows what a sold roof looks like
Performance Max, Fenced In
Demand Gen Before the Storm
Local Services Ads From Month One
AI Max and Insurance Promises
Roofing
Insurance jobs, lead sellers and the rules on roofing offers
Insurance Jobs vs Cash Jobs
Your Leads, Not a Lead Seller's
Offers, Financing and the Law
The Rollout, Month by Month
The order matters as much as the campaigns. Each step waits until the one before it has taught Google something.
Isolation and brand
Exact match on the searches where homeowners hire a roofer, plus your company name.
Local Services Ads
Pay-per-lead ads in the Roofers category, once reviews are solid and someone answers every call.
Exploration
Broad match with a target CPA, once booked inspections reach about 30 a month.
Performance Max
Only after months of clean data, with its landing pages fenced in.
Demand Gen and AI Max
Video and images before storm season, and Google's newest automation kept away from insurance promises.
How to Use This Guide
Starting a new account?
Read in order. Tracking and the job math come before the first keyword.
Chapter 01 →Ads already running?
Check what counts as a conversion and which settings are on. Quote-tool clicks counted as leads and ads shown outside your service area are two common leaks.
Chapter 09 →One example market
Examples come from Minneapolis-St. Paul roofers, described as we found them. Run the same steps in your own market.
Chapter 05 →Rather Have Us Build It
For Your Roofing Company?
We build roofing accounts in this order. See our Google Ads management.
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