Every roofing click costs more than the last one.
costs more
We run paid search for roofing companies who are tired of paying for clicks that never become an inspection. Paid search built for roofing contractors, judged on booked work rather than impressions. The average non-branded roofing lead cost $124 in 2026, at $10.25 a click.
Tell us a little about your brand and we'll be in touch within 24 hours to lock in a time.
FOUR WORKSTREAMS
Four workstreams behind roofing PPC that pays.
that pays
High intent search captured properly, Local Services Ads worked as a separate channel, landing pages that answer the homeowner's real question, and revenue reporting that reaches back into your CRM.
High intent search
Local Services Ads
Landing pages that convert
Revenue reporting
Buy the emergency, not the browse.
A roof leak repair query and a roof replacement query are two different businesses, and lumping them into one campaign is why so many roofing PPC accounts stall. We split the account by the job being bought: emergency repair, storm and insurance work, full replacement, gutters, and commercial. Each gets its own budget, its own ad copy and its own definition of a good lead.
Negatives matter as much as keywords here. Roofing attracts job-seekers, material shoppers, DIY researchers and rival contractors, and every one of them is happy to spend your money. We build the negative list from your own search terms weekly, not from a template.
- Campaigns split by the job, not by match type
- Weekly search term mining against your own data
- Repair, replacement and commercial budgeted apart
- Geography set to where your crews actually drive
$10.25
average roofing cost per click in 2026
The cheapest roofing leads sit above the ads.
Local Services Ads sit above the text based ads and charge per lead rather than per click, which changes the maths for a lot of roofing companies. They also demand things a media agency cannot fake: verified licensing, insurance on file, a real review volume and fast answering. We handle the setup and the ongoing dispute of bad leads, and we tell you plainly when your review profile is the thing holding the channel back.
LSA and search are not rivals. We run them together and read them together, so budget follows whichever is producing booked inspections this month.
- Google Guaranteed verification handled end to end
- Bad leads disputed every week, not left to rot
- Budget shared with search on booked-job evidence
- Answer-rate coaching, because it drives ranking
$124
average non-branded roofing lead on paid search
$66.69
average Google Ads lead across all industries
Most roofing traffic leaves without calling.
Roofing sites convert about 2.9% of visitors, which means the overwhelming majority of the traffic you pay for leaves without a call or a form. Doubling that number is usually cheaper than doubling your budget, and it is the first place we look.
We build pages that match the advert word for word, put the phone number where a thumb already is, show finished work in your own neighbourhoods, and ask for the three things your estimator needs instead of eleven. Financing, warranty and insurance handling go above the fold, because those are the questions that stop people.
- One page per job type, matched to the advert
- Short forms your estimator can actually work from
- Finance, warranty and insurance answered up front
- Speed and mobile layout treated as conversion work
2.9%
typical conversion rate on a roofing website
A lead is not the number that matters.
Form submissions and phone calls are the start of the story. What decides whether a roofing PPC campaign is working is how many of them became an inspection, a signed contract and paid revenue. We push offline conversions back from your CRM into the ad platforms, so bidding optimises toward the jobs you actually sold.
You get one monthly read covering spend, booked inspections, close rate and cost per signed job by campaign, written by the person managing the account rather than exported from a dashboard.
- Call tracking with recordings reviewed for quality
- Offline conversions fed back from your CRM
- Cost per signed job reported per campaign
- A written monthly review, not a raw dashboard
$228.15
benchmark lead cost for roofing and gutters
108,600
roofing businesses bidding for the same searches
average non-branded roofing lead on paid search in 2026
size of the US roofing market this year
Search term mining and negative keyword work
Every account, page and tracking asset in your own name
We made the difference for those brands
Home essentials, appliances, kitchen & pet
Healthcare & regulated services
Consumer tech and platforms
Retail & commerce
B2B software, fintech, insurance
B2B software, fintech, insurance
Apparel and lifestyle
Beauty, personal care & wellness
Food & beverage
Food & beverage
Consumer tech and platforms
Creative, content, arts & culture
Home essentials, appliances, kitchen & pet
Home essentials, appliances, kitchen & pet
Food & beverage
Creative, content, arts & culture
B2B software, fintech, insurance
Beauty, personal care & wellness
Apparel and lifestyle
Creative, content, arts & culture
Home essentials, appliances, kitchen & pet
Beauty, personal care & wellness
Consumer tech and platforms
Retail & commerce
Food & beverage
B2B software, fintech, insurance
Healthcare & regulated services
B2B software, fintech, insurance
B2B software, fintech, insurance
Consumer tech and platforms
01 — The challenge
Roofing is one of the most expensive auctions there is.
Roofing PPC punishes a generic setup harder than almost any other trade. Job values are high, so every competitor can afford to bid, and roughly 108,600 roofing businesses share a $92.5B market. The result is a $10.25 click in an auction where a wasted afternoon of spend is a real cost.
The waste is rarely mysterious. It is a single campaign covering repair and replacement, so the cheap clicks eat the budget before a high value query ever runs. It is a phone that rings out at four o'clock on a Friday. It is a landing page written for the company rather than the homeowner.
“We were not short of clicks. We were short of anyone who answered the phone before the next contractor did.”
Seasonality makes it sharper. Demand arrives with weather, so an account tuned for a quiet March is the wrong account in the week after a hailstorm. Roofing paid search needs someone watching it in the days that matter, not a quarterly optimisation pass.
02 — Our approach
Split the account by job, then chase the signed contract.
We start with your numbers, not ours: average job value by service, close rate, and how fast your team answers. That tells us what a lead is worth before we spend anything, and it sets the target cost per lead for each campaign rather than one blended figure for the whole account.
Then the account gets rebuilt around the jobs you want. Emergency repair runs to a fast, blunt page. Replacement runs to a page about finance, warranty and materials. Storm and insurance work sits ready in a paused structure that can go live inside a day. Commercial is separated entirely, because facilities buyers search and behave differently.
Local Services Ads run alongside search where you qualify, with bad leads disputed every week. Conversion tracking is rebuilt so a call over sixty seconds and a form submission are counted properly, then offline conversions flow back from your CRM so the bidding learns which searches turn into contracts.
After that it is unglamorous weekly work: search terms mined, negatives added, budget shifted toward whatever booked inspections last week, and the landing pages tested a piece at a time.
03 — What we did
From a blended account to a signed-job number.
The same sequence on every roofing account we take on, whether you are running $4,000 a month or $60,000.
01
What your spend is really buying
Every campaign, search term and landing page reviewed against booked inspections rather than clicks, with the waste listed plainly and the tracking gaps named before we touch a bid.
02
Rebuilt around the jobs you want
Repair, replacement, storm work and commercial split into their own campaigns with their own budgets, targets and geography, and a negative list built from your own search term data.
03
Pages and tracking that hold up
A landing page per job type matched to its adverts, call tracking on every number, and offline conversions pushed back from your CRM so bidding follows signed contracts.
04
Weekly work, monthly read
Search terms mined and negatives added weekly, budget moved toward the campaigns booking work, and one written monthly review of cost per signed job by campaign.
WHAT YOU GET
Deliverables you keep, whatever happens next.
you keep
Everything we build sits in your own accounts under your own billing, so leaving us costs you nothing but a conversation.
Account and waste audit
Your live roofing campaigns reviewed by cost per booked inspection, with wasted search terms, tracking gaps and budget leaks listed in writing before anything changes.
Campaign and keyword plan
The account mapped to the jobs you sell, with target cost per lead per service set from your own close rate and average job value rather than an industry average.
Landing pages per job
A page per service that matches its adverts word for word, answers finance, warranty and insurance up front, and asks for the few details your estimator needs.
Tracking and CRM feedback
Call tracking, form tracking and offline conversion imports wired back from your CRM, so the platforms bid toward signed contracts instead of raw enquiries.
Local Services Ads management
Google Guaranteed verification handled, budgets paced against search, and every unqualified lead disputed weekly so you are not quietly paying for wrong numbers.
Monthly written review
A short written read each month on spend, booked inspections, close rate and cost per signed job by campaign, from the person running the account.
HOW WE WORK
Operating standards, not promises.
Operating standards
Emergency repair
Leak and storm damage searches, answered fast and routed to a page built for a worried homeowner.
ExploreFull replacement
High value replacement demand, sold on finance, warranty and materials rather than adjectives.
ExploreCommercial roofing
Facilities and property buyers, separated entirely because they search and buy on different terms.
Explore
Built on trust. Proven by results.
We partner with SMBs and Fortune 500 companies to deliver more than reach — we bring clarity, execution, and measurable outcomes. Every successful partnership starts with a strong culture fit and a shared drive to grow.
CASE STUDIES
Case studies
Video Ads
Static Ads
FAQ
Questions contractors ask us
What does a roofing PPC lead actually cost?
Published benchmarks are a starting point rather than a target. Roofing averaged $124 per non-branded lead at $10.25 a click in 2026, and LocaliQ put roofing and gutters at $228.15. Your own number depends on the service mix, your market and how fast you answer. We set the target from your average job value and close rate in the first two weeks, then manage to that.
How is roofing different from other trades in paid search?
Two things. Job values are high enough that every competitor can afford an aggressive bid, and demand spikes with weather rather than arriving evenly. That combination rewards an account that is split by job type and watched weekly, and it punishes a single blended campaign left to run.
Should we run Local Services Ads or search ads?
Both, in most cases. Local Services Ads charge per lead and sit above the text based ads, which is excellent value when you qualify. Search gives you control over the message and covers the queries LSA does not. We run them together and move budget toward whichever booked more inspections that month.
Our phone rings but nothing books. Is that a PPC problem?
It is a problem we can see and help you fix. We record and review calls, so within a month you know how many rang out, how many were the wrong service area, and how many were genuine enquiries that were not followed up. Where the answer is speed of response, we say so and work with your team on it rather than quietly buying more clicks.
How quickly can you react to a storm?
Fast, because the work is done in advance. We keep a paused storm and insurance structure with its own adverts, page and negatives ready in the account, so launching is a matter of hours rather than building from scratch while your competitors are already live.
Do you build the landing pages or do we?
We build them, and you own them. Campaign landing pages are part of the engagement. Sending paid roofing traffic to a generic home page is the most common reason an otherwise sound account underperforms, so pages per job type are part of the work rather than an upsell.
Can you work with our existing website?
Comfortably. Most of our roofing clients keep their site exactly as it is and we add campaign landing pages alongside it. If the site itself is holding conversion back we will show you the data and let you decide, with our web design team available if you want it.
What happens to our account if we stop working with you?
You keep everything. The Google Ads account, the Local Services profile, the landing pages, the call tracking and the conversion setup are all in your name and your billing from day one. There is no rebuild and no ransom.
How long before we can judge it?
You will see click cost and lead volume move within a few weeks, but the number that matters is cost per signed job, and roofing sales cycles mean that needs about a quarter to read fairly. We report both from the first month so nothing is a surprise.
Do you handle the negative keyword work or do we?
We do, weekly, from your own search terms. Roofing attracts job-seekers, material shoppers and rival contractors in volume, and a template negative list does not catch what your specific market throws at you.
Will you also do our SEO?
If you want it. Plenty of clients run roofing SEO alongside paid search so the branded and map results stop being someone else's, and plenty run paid search with us alone. Either is fine.
Who actually manages the account day to day?
A named senior paid search lead who knows your average job value and your close rate, supported by our analytics team. You have their direct line, and the monthly review is written by them.
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