Google Ads for roofers works best as a plan for the jobs you actually want to quote. An urgent leak, a roof replacement and a cleaning request are different needs. Give each service its own message rather than sending every search to the same generic ad.
1. Separate the services you provide
Start with Search, the text ads in Google results. Use separate ad groups for different jobs, each with its own keywords and ads. They share the campaign budget. Performance Max can be a complement if your budget supports it; it can also reach other Google surfaces.
| Ad group | Keyword examples | Ad message |
|---|---|---|
| Leak repair | roof leak repair ; roof repair | Describe the leak and request service. |
| Replacement | roof replacement ; reroofing | Discuss your roof replacement project. |
| Maintenance | roof cleaning ; roof maintenance | Request a quote for the work. |
| Roof equipment | gutter replacement ; skylight installation | Explain the equipment you need replaced. |
Keep only services you offer. Do not advertise flat roofs, skylights or storm repairs because a competitor does. Google explains ad group organization.
2. Choose searches from people who need a roofer
These starting examples describe customer needs. They are not measured search volumes or a finished campaign for every roofing company.
| Possible keywords | Reason | Leave out if… |
|---|---|---|
| roofer near me ; roofing contractor | Find a local contractor. | The area is outside your service range. |
| roof leak repair ; emergency roof repair | Find help with a leak. | You cannot take urgent repairs. |
| roof replacement ; shingle replacement | Plan replacement work. | You do not offer that job. |
| roof cleaning ; roof maintenance | Arrange maintenance. | You do not provide that service. |
| gutter replacement ; skylight installation | Replace roof equipment. | You do not install it. |
Start with exact and phrase match. Around ten relevant keywords can be enough to learn from the first searches. If a very narrow list restricts delivery, add relevant terms or test phrase match. Use the campaign not spending guide to check other causes too.
3. Filter jobs, training and DIY searches
| Possible negative | Why | Keep it if… |
|---|---|---|
| roofing jobs ; roofing training | The person wants work or training. | You are recruiting in this campaign. |
| DIY roof repair ; how to roof | The person wants instructions. | You sell a suitable DIY product. |
| roofing supplies ; buy shingles | The person wants materials. | You sell materials separately. |
Do not exclude “free estimate” if you provide one. Review the actual search before excluding storm or urgent terms: they may describe valuable work you can handle. Read Google’s negative keyword guidance.
4. Write an ad for repair and another for replacement
Illustrative repair ad: “Roof Leak Repair — Tell Us What Happened”. Description: “Describe the leak and your location. Ask about service availability in our area.”
Illustrative replacement ad: “Roof Replacement — Discuss Your Project”. Description: “Tell us about your roof and the work you need. Request a quote for your project.”
Match each ad to the right service page. Show your own work and verifiable qualifications. Do not promise instant attendance, insurance approval or a warranty that the business cannot provide.
5. Plan around location, weather and capacity
Choose a service area that makes business sense for your travel and crew. Run contact-focused ads when someone can answer. An urgent ad is a poor match for a phone nobody picks up.
Weather can change the pattern of requests, but use local job history rather than a universal seasonal calendar. If your schedule is full, avoid buying requests you cannot serve. Ask the customer for a description and photos taken safely from the ground, not a roof inspection they perform themselves.
6. Set a test envelope and review lead quality
A teaching example is $20 a day, roughly $600 a month. It is not an industry budget recommendation or a cost-per-lead estimate. Keep advertising spend separate from software fees.
Record the requested job, location and whether you can quote it. A supplier call or job application is not a roofing lead. Compare similar periods and qualified requests before changing several campaign settings at once.
7. Generate your campaign with Adstrateo
Enter your website URL and a few details to generate a complete Google Ads campaign. Free includes one campaign generation per month. Review the service groups, keywords and claims before use.
A paid plan is required to connect Google Ads and publish directly. You can review supported recommendations and apply them after confirmation. Use the launch checklist as well. The keywords, ads and budget above are examples to adapt, not customer results.