Posted on by Bob Ottaway

How To Get More Roofing Leads With Pay-Per-Click Advertising

Pay-Per-Click (PPC) advertising puts your roofing business at the top of Google search results instantly. Unlike SEO, which can take months to show results, PPC can start bringing in leads the same day you launch your campaign.

Think of it this way: when a homeowner’s roof starts leaking during a storm, they immediately search Google for help. PPC ensures your business appears first when they’re looking to hire someone right now.

With PPC, you only pay when someone actually clicks on your ad. This makes it perfect for roofing contractors who want to reach homeowners actively searching for roof repairs or replacements. You’re not paying for people who might need roofing someday – you’re paying to reach people who need it today.

What Is PPC and How Does It Work?

PPC, while it has many moving parts, can be broken down into three steps to get started: create an ad, choose keywords related to roofing services, and “bid” on those keywords with the maximum you’re willing to pay for a click. When someone searches for terms like “roof repair near me,” your ad appears at the top of Google. If they click, you pay a small fee based on your bid and your Quality Score. This Quality Score considers factors like the relevance and quality of your ad and its landing page, as well as how likely people are to click your ad based on past performance.

The process happens in seconds. When someone types “emergency roof leak repair” into Google, an instant auction determines which ads show up. Your bid amount, ad quality, and relevance all factor into whether you win that top spot.

Here’s what makes this powerful: you’re only reaching people who are already looking for roofing services. While SEO has its benefits, PPC produces targeted, short-term results that generate business fast. 

PPC vs SEO for Roofers:

  • PPC: Immediate results, precise control, pay per click
  • SEO: Takes months, free clicks, less control over timing

Main PPC Platforms for Roofing Companies

Google Ads – The most important platform. Your ads show up when people search for roofing services.

Facebook Ads – Good for creating awareness in your area, especially during storm season.

Microsoft Ads (Bing) – When Google isn’t enough.

YouTube Ads – Perfect for showing before/after roofing projects and building trust through video content.

LinkedIn Ads – Useful for reaching commercial property managers and business owners who need commercial roofing services.

Types of Roofing Ads

  • Search ads: Text ads that appear when someone searches “roof repair” and other relevant terms and phrases.
  • Local Services Ads: Google-guaranteed lead generation that shows at the very top with your business info and connect instantly to you. No ad, just a phone lead.
  • Display ads: Visual ads that appear on websites.
  • Video ads: Great for showing before and after roofing projects on YouTube and TikTok.

 

Why PPC Works So Well for Roofers

Get Leads Fast —  Your ads can appear at the top of Google within hours of launching your campaign and it’s approved by Google.

Traditional marketing, like Yellow Pages or local magazines, requires weeks or months of lead time. With PPC, you can create an ad in the morning and have homeowners calling by afternoon. This speed is crucial during storm season when demand spikes overnight.

Target the Right People —  Only show ads to homeowners in your area who are actively looking for roofing services.

You can get incredibly specific with targeting. Want to reach only homeowners within 15 miles of your office who are searching during business hours? PPC makes that possible. This precision means less wasted ad spend and higher-quality leads.

Track Your Results —  See exactly which ads bring in phone calls and estimate requests.

Unlike traditional advertising, PPC provides detailed data on every dollar spent. You’ll know which keywords generate the most calls, what times of day work best, and which neighborhoods produce the highest-value customers. This data helps you make smarter business decisions.

Beat Your Competition — Appear above competitors who only rely on organic search results.

Even if your competitor has been in business for 20 years and has a great website, your PPC ad can appear above their organic listing. This levels the playing field and gives newer roofing companies a chance to compete for premium leads.

 

How Much Should You Spend?

The average cost per click for home and home improvement is $7.85, according to a 2025 report by Wordstream. 

Why are these clicks so expensive? “They typically have high-competition keywords, and clicks can yield higher purchase values for these types of businesses,” explains Wordstream. When there’s that much potential revenue at stake, contractors are willing to pay more for qualified leads. The high cost per click actually filters out tire-kickers and attracts serious prospects.

Recommended Monthly Budgets:

  • Small markets: $1,500 – $3,000
  • Mid-size markets: $3,000 – $5,000
  • Large metro areas: $5,000 – $10,000+

Don’t let these numbers scare you. Remember, you only need a few good roofing jobs per month to stay busy. If your average job is worth $10,000 and you close 25% of your leads, you only need four leads to generate one $10,000 job.

Expected Returns: Good roofing PPC campaigns typically return $3-$7 for every $1 spent on ads.

This means if you spend $3,000 on ads in a month, you should expect $9,000-$21,000 in revenue from those leads. The key is tracking which campaigns generate actual sales, not just clicks or phone calls.

 

Choosing the Right Keywords

High-Intent Keywords (These Convert Best):

  • “emergency roof repair near me”
  • “roof replacement contractor [your city]”
  • “storm damage roof repair”
  • “licensed roofer for insurance claims”

What Makes Keywords “High-Intent”: High-intent keywords show someone is ready to hire a roofer right now. Someone searching “emergency roof repair near me” probably has water dripping into their living room. They need help today, not next week.

Compare that to someone searching “roof repair cost.” They’re just researching and probably won’t hire anyone for months. High-intent keywords cost more per click, but they turn into actual jobs much more often.

Keyword Strategy Tips:

  • Use Google Keyword Planner to find popular search terms
  • Mix broad terms (“roof repair”) with specific phrases (“metal roof installation Detroit”)
  • Focus on keywords that show the person is ready to hire someone

Also pay attention to seasonal trends. Searches for “storm damage roof repair” spike during severe weather seasons, while “roof replacement cost” searches are steadier year-round. Adjust your bidding strategy accordingly.

 

Target Your Local Area

Geographic Targeting:

  • Set up ads to only show in cities you service
  • Use radius targeting (like 25 miles from your office)
  • Exclude areas where you don’t provide service

Local Ad Copy Examples:

  • “Detroit Roof Repair Experts”
  • “Free Storm Damage Inspections in Columbus”
  • “Licensed Cincinnati Roofers – Same Day Service”

 

Create Landing Pages That Convert

When someone clicks your ad, they should land on a page that matches what they searched for.

This seems obvious, but many roofing companies make the mistake of sending all ad clicks to their homepage. If someone searches “emergency roof repair” and clicks your ad, they should land on a page specifically about emergency repairs that gives them the information they need and the ability to book – not your general services page.

The disconnect between ad and landing page is one of the biggest reasons PPC campaigns fail. Keep the message consistent from search to click to conversion.

Must-Have Elements:

  • Clear headline matching your ad
  • Prominent phone number
  • “Get Free Estimate” button
  • Customer reviews and photos of your work
  • Fast loading on mobile phones

Over half of home services searches happen on mobile devices, according to Invoca. If your landing page takes more than 3 seconds to load or is hard to navigate on a phone, you’ll lose potential customers before they even see your offer.

Track Your Results

Key Metrics to Watch:

  • Cost per lead (how much you pay for each person who contacts you)
  • Conversion rate (what percentage of clicks become leads)
  • Return on ad spend (how much revenue you make per dollar spent)

Essential Tools:

 

Agency vs. DIY Management

Hire an Agency If:

  • You want to focus on running your roofing business
  • You need proven strategies from day one
  • You have a larger budget ($5,000+ per month)
  • You want to lower cost per conversion

Manage In-House If:

  • You want complete control over your campaigns
  • You have time to learn it and manage on an extremely sophisticated piece of software daily
  • You’re starting with a smaller budget, under $300

Agency costs typically run 15-20% of your ad spend plus the actual ad costs.

 

Getting Started

  • Set a test budget – Start with $1,500-$2,000 per month
  • Focus on your best service areas – In most markets, limit 10 to start
  • Create ads for your most popular services – Emergency repairs and replacements usually work best
  • Build simple landing pages – One page per main service
  • Track phone calls and form submissions – Use call tracking software
  • Test and improve – Adjust based on what’s working after 2-3 weeks

 

Key Takeaways

PPC advertising can quickly generate qualified roofing leads when set up correctly. Start small, focus on high-intent keywords in your service area, and create landing pages that match your ads.

The most successful roofing PPC campaigns share one thing: everything matches. Your ad, keywords, and landing page all focus on the same service for the same local area, designed for your target audience.

Ready to get more roofing leads? Start by auditing your current marketing efforts, then test PPC with a small budget in your best neighborhoods. Once you see what works, you can expand to reach more potential customers.