Google Ads (PPC) For Roofing Contractors

PPC (Pay-Per-Click) advertising can be a highly effective digital marketing strategy for roofing contractors, allowing you to reach potential customers quickly and drive targeted traffic to your website.

Here’s a guide on how roofing contractors can leverage PPC for their business.

Keyword Research

Do extensive keyword research to find keywords that potential customers may use when looking for roofing services, including a combination of general, exact match and long tail keywords.

Keywords such as roof repair, roof replacement, and location keywords should be considered.

Local Targeting

Local targeting is a great way to make sure your ads are seen by users within your service area.

Utilise location targeting settings to limit your audience to certain cities, areas, or a specific radius around your business.

Compelling Ad Copy

Make your ad copy interesting and relevant by highlighting your special selling points.

This could be something like a special offer, a free quote, or any special features that make your roofing service unique.

This is your opportuntiy to differentiate yourself between your competitors. Taking the time to produce compelling ad copy is without question a worth-while endevour.

Ad Extensions

Use ad extensions to add more content and get more people to click on your ad.

Extensions such as site link extension, callout extension, and location extension can improve the visibility and relevance of your ad.

These FREE elements of Google Ads are a great way to take up more ‘real estate’ space on the ad area. In-turn, helping your ad copy to stand out head and shoulders above the competition!

Landing Page Optimisation

Make sure your landing pages are conversion-friendly.

Landing pages should have a clear CTA, relevant content, and mobile-friendly design.

A responsive landing page increases your Quality Score, which in turn lowers your CPC.

Give thought to what you are asking the visitor to do next. Remember, you have paid to get them to visit your site, now maximise the opportunity.

Negative Keywords

Use negative keywords to exclude irrelevant traffic.

For instance, if you only offer residential roofing, you could add “commercial” as one of your negative keywords to prevent users from clicking to find out if you offer commercial roofing services.

Your time spent developing a negative search term list is just as important as the search terms you are targeting. So many roofing contractors waste bundles of money on clicks they should never be getting.

Competitor Analysis

Be aware of your competition’s PPC tactics.

Take a look at their ad copy and keywords, as well as their landing pages. See if there’s anything you can do to stand out and enhance your campaigns.

Also take a look at roofing contractors in other parts of the country. There is a good chance that they are running ads that might have elements that could work fo you too.

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Budget Management

Establish a realistic budget that aligns with your business objectives.

Keep track of your budget and make changes based on the success of your campaigns. Spend more money on high-performing keywords and advertising.

Ad Schedule Optimisation

Analyse your ad performance data to determine the times of day and days of the week when your ads are most effective.

Adjust your ad schedule to maximise visibility during peak times.

An example of this could include ensuring that call extensions are only set during normal office hours.

Conversion Tracking

Track your conversions to see how successful your PPC campaigns are.

Keep track of important conversions like forms submitted, phone calls, appointment requests, etc. This information helps you see the return on your advertising spend.

You can set up conversion tracking for elements like contact form submission and (location dependant) you could also utilise Google call tracking features.

The key take-away here is that if you don’t measure it, you can’t manage it.


Use remarketing to bring back users who visited your website but didn’t take action.

Show targeted ads to remind people about your roofing services, and get them to take action.

You can ‘follow’ your visitors around the web, or choose specific platforms like Facebook to entice these visitors to return.

Sometimes people need a nudge to come back. Maybe they got distracted with something else when they first visited.

Remarketing is a hugely cost effective way to turn warmer leads into potential new customers.

Regular Monitoring And Optimisation

Track your PPC campaigns on a regular basis.

Keep track of key KPIs like click-through rate, conversion rate, cost per conversion, and more.

Based on your findings, adjust your campaigns accordingly.

One of the most important elements to ruuning successful Google Ads for roofing contractors is to remember it is never a set ‘n forget platform.

Things change of a daily basis and unless you are monitoring you are going to waste money. Fact!

Responsive Ads

Utilise responsive search ads that dynamically adjust the ad content to fit the user’s query.

This can help improve ad relevance and performance.

Here you get to choose elements of your ad copy; headline and body, Google will then show what it believes to be most fitting for the people searching for your services.

Ad Testing

Conduct A/B testing on ad variations to identify which elements resonate best with your audience.

Test different headlines, ad copy, and calls-to-action to optimize your messaging.

Sadly, this feature of Google Ads is under-used.

It takes a little bit of time to set it up, but is an excellent way of testing ad-copy messages.

Local SEO Integration

Combine your PPC efforts with local SEO strategies to create a comprehensive online presence.

Consistent business information, reviews, and local SEO practices can enhance the effectiveness of your PPC campaigns.

Once you have ‘landed’ the visitor to your site it makes sense to showcase the important areas of your business. The chances are that these visitors will benefit from seeing case studies, testimonials and industry relevant news.

All of which help to persuade them that your roofing business is the one that they should go with.

The Wrap-Up - Google Ads (PPC) For Roofing Contractors

It’s important to remember that your PPC campaign’s success relies on constant monitoring, analysis and change.

Review your campaign’s performance on a regular basis, make informed decisions based on data, and adjust your approach to get the most out of your roofing campaign.

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