Google Ads and tracking for roofing businesses.

I run Google Ads for roofing businesses around the jobs your crew can schedule and complete. Leak and storm calls arrive fast. A replacement books later, after the inspection, the estimate, any insurance conversation, and the crew calendar line up. The account has to track the project, not just the lead.

Every engagement gets a fixed test budget and an end date, both in writing before launch. Track repair and replacement enquiries separately and check their service fit.

Close cycle sets the decision date

A high-ticket roof job can cover a real ad cost, but only once the quote and signed-job path is clear. A lead count in the first two weeks shows clicks and calls. It does not show whether roof checks turned into quotes or signed contracts.

So the review date comes from your real close cycle: how long leads take to get a roof check, a written quote, and a signed contract. When your close cycle takes longer than the first test month, the early report tracks checks and quotes, and notes which signed jobs are still pending.

What I manage

Repair and leak response

Built around leak repair, urgent tarping, roof checks, flashing, and shingle work. The ad matches your real response time and job scope. It never promises same-day work that your crew cannot run.

Roof replacement and installs

The landing page explains the quote visit, service area, shingle or roof types, and next step. The cost target comes from your real job price, labor, materials, crew slots, and margin.

Storm damage

Built around the towns and roof jobs you cover, and turned on when your crews are ready. The ad keeps roof checks, tarping, repairs, full reroofs, and photo reports separate. A storm is never an excuse to promise claim approval or a free roof.

Commercial roofing

Building owners and property managers work through site checks, written bids, roof access rules, insurance papers, and slower sign-offs. If you serve them, the campaign matches that buying path.

Insurance language requires restraint

A roofing shop can explain its own roof check, photo report, quote, and repair steps. It can also help a homeowner document visible storm damage. It cannot promise insurance coverage, claim approval, payout amounts, or an adjuster’s ruling.

So the ads state only what your crew does. They never act like the insurer, promise a claim payout, push a homeowner to sign an unclear contract, or offer to waive a deductible. Waiving deductibles breaks state law in many markets.

What gets tracked

The report covers spend, recorded calls and forms, quality checks, and a next step.

I track calls and forms from your ads and website. The monthly report splits calls and forms by repair, replacement, and storm work, so you can see what each cost. A lead is not revenue. Cost per signed roof is the real decision number, and you can work it out from your own signed jobs in the cost per booked job calculator.

Where roofing spend leaks

Judging a long sales cycle too soon is the top reason a working roofing campaign gets shut off. Storm searches also pull in out-of-area callers, lead brokers, and DIY lookups. Wide city targeting brings calls that do not fit your crew routes or job margins. Leads that never get a roof check are the other leak, which is why the quote-to-close path must be tracked.

Search Ads and Local Services Ads are separate decisions

Local Services Ads charge for the lead whether or not the homeowner signs. That is workable once the close rate is known and priced in, and expensive when it is not, so the LSA decision should wait for enough closed work to divide by.

Search Ads let you separate a leak-response search, a full-replacement search, and a storm search, and price each against what it closes. Both channels get their own spend and decision date.

Capacity sets the pace

A crew booked six weeks out is a capacity problem, and more replacement enquiries will not fix it. When the calendar is full, slow the campaign to the pace your estimate process and crews can serve. Enquiries bought faster than they can be served lengthen the close cycle and blur the decision date. The seasonal plan buys repair and inspection demand while the calendar is full, and opens replacement spend when crews can start.

The first test has a boundary

There is no honest universal budget for a roofing company. The right first test depends on service mix, average project value, labour and materials, crew capacity, service area, season, storm exposure, estimate process, and close cycle.

Before launch, you approve my fee, the working budget, the fixed test period, and the decision date in writing. The decision is continue, adjust, or stop.

Start with three numbers

Tell me what the last marketing attempt cost, what a common signed roofing project is worth after your costs, and how many inspections or projects your team can take now. If one number is missing, working it out is part of the review.

Start a conversation or ask for a free review. The first step is a read-only review. If the numbers do not justify more advertising, I will say so.

Questions roofing businesses ask

Should repair, replacement, and storm campaigns be separate?

Usually, when the search intent, urgency, service process, sales cycle, or economics differ. Separating them gives repair, replacement, and storm work a readable budget and a readable decision. A smaller account can begin with a simpler structure and add separation as the search-term and estimate data justify it.

How should insurance-related roofing searches be handled?

Use truthful language about the services the business provides, such as inspection, documentation, estimates, or repair. Do not promise coverage, claim approval, payment, or a specific insurer outcome. The homeowner's policy and insurer control the claim decision. Explain any contract the customer is asked to sign, and never present a contract as risk-free.

What roofing searches should be excluded?

Start by reviewing DIY, how-to, material-only, jobs, training, free-inspection, competitor, and general information searches. Exclude the terms that do not represent a service you sell. Google Ads supports broad, phrase, and exact negative match types in Search campaigns.

Does a storm campaign need to run all year?

Not necessarily. It should be prepared according to the market, services, storm exposure, budget, and capacity. The campaign can be held ready without assuming that every weather event creates profitable demand.

How long should a roofing fixed test period last?

Long enough to observe the path from enquiry to inspection or estimate and, where your close cycle allows, signed work. There is no universal number of days. The decision date is set from your actual sales process and the evidence you can confirm, not from a reporting convention.

Does a wider service area produce more profitable roofing work?

Not automatically. A wider area can increase enquiries while adding travel, inspection time, material logistics, and crew cost. Google's location settings are a starting point; actual enquiry locations, project values, capacity, and margins decide whether the area works.

What should I track besides cost per lead?

Calls, forms, requested service, property type, location, answer status, inspection, estimate, signed job, completion, project value, and the source you can defend. Cost per lead is a platform number. Cost per signed project is closer to the decision.

How do I know when the ads paid for themselves?

With your margin on file, estimated payback is the date estimated profit at your margin crosses cumulative advertising spend. Without your margin, the honest milestone is revenue crossing spend, and revenue crossing spend is not profit.