Google Ads for Roofers: Campaigns for Repairs, Replacements and Storm Season
A roof leak and a full replacement are different customers on different timelines. Roofing Google Ads work best when they're run as different campaigns, ready to surge when the weather turns.
Roofing companies get the best results from Google Ads by splitting urgent repairs and planned replacements into separate campaigns, offering a free inspection as the main conversion, and being ready to raise budgets quickly when storms hit. Replacements are worth far more but take longer to close; repairs are faster and often lead to replacements. Each needs its own keywords, budget and landing page.
Key takeaways
- Separate campaigns for repairs, replacements and (if relevant) storm damage.
- Use a free inspection or estimate as the main offer; it fits how roofing is bought.
- Storms change demand overnight. Have budgets and ads ready to scale.
- Show real project photos, warranties and credentials. Trust is the deciding factor.
- Measure cost per booked inspection and cost per signed job.
The three roofing campaigns
| Campaign | Example keywords | Customer state | Lead type |
|---|---|---|---|
| Repairs | roof leak repair, roof repair near me, emergency roof repair | Urgent | Phone call |
| Replacements | roof replacement cost, new roof, roofing company, metal roof installation | Planning, getting quotes | Inspection booking |
| Storm damage | storm damage roof repair, hail damage roof, roof insurance claim help | Urgent, often insurance-led | Call or inspection |
Keywords and negatives
Negatives for roofers: diy, how to, shingles for sale, roofing materials, home depot, lowes, roofing jobs, roofer salary, roofing course, roofing calculator (unless you want them), ideas, pictures, cheap, free (unless your inspection is free and you want those searches).
Our guide to keywords and negatives for service businesses covers the method.
Landing pages roofers need
- Repair page: fast response, phone number at the top, what happens on the first visit
- Replacement page: roofing systems you install, project photos, warranty details, financing, process from inspection to completion
- Storm page: inspection offer, how you help with insurance documentation (only what you genuinely do)
All pages need licences, insurance, reviews and real photos, never stock images of someone else's roof.
Want to be ready the next time a storm hits your area? We'll set up campaigns you can scale in an hour, on a free strategy call. Book it.
Storm season playbook
- Build the storm campaign in advance and leave it paused
- Prepare ads and a landing page for storm and hail damage
- When severe weather hits your area, enable it and raise budgets for the affected locations
- Make sure you can handle the volume. More leads than you can inspect wastes money and reputation
- Scale back as demand normalises
Be careful with claims about insurance. Only describe help you actually provide, and follow local rules on contractors and insurance claims.
Tracking
Track calls and inspection bookings as conversions. Then record inspections completed, quotes sent and jobs signed. Replacement jobs can take weeks to close, so judge campaigns over a longer window. Full setup in our conversion tracking guide.
Frequently asked questions
Does Google Ads work for roofing companies?
Yes, especially with separate campaigns for repairs, replacements and storm damage, a free inspection offer, landing pages with real project photos, and tracking of booked inspections and signed jobs.
What keywords should roofers bid on?
Service plus hiring intent: "roof repair near me", "roof leak repair", "roof replacement cost", "roofing company", "storm damage roof repair". Add negatives for DIY, materials shopping, jobs and training.
How should roofers handle storm season in Google Ads?
Prepare a paused storm-damage campaign and landing page in advance, enable it and raise budgets in affected areas when severe weather hits, and scale back as demand returns to normal, while making sure you can handle the inspection volume.
What's a good offer for roofing Google Ads?
A free inspection or estimate fits how homeowners buy roofing, and gives you a chance to assess the job and build trust in person.
Should roofers use Local Services Ads?
Many do, alongside Search ads. See our comparison of Local Services Ads and Google Ads for how they work together.
Want roofing ads that book inspections, not just clicks? We build repair, replacement and storm campaigns for roofers in the US, UK and Canada.
Book a free strategy call · Marketing for roofing companies · Local Services Ads vs Google Ads