Google Ads can be one of the most effective lead sources for a roofing business, but it’s also one of the easiest ways to burn through money fast if you’re not set up properly. Clicks from “roof repair” searches can cost £3–£10 each, and not everyone who clicks is a serious enquiry.
The good news: roofing jobs are high-value. A single re-roof at £6,000–£15,000 means even a costly campaign pays for itself quickly if it converts. This guide explains how to set up Google Ads specifically for roofers, which keywords actually work, how to manage your budget through seasonal peaks, and how to filter out the time-wasters before they call.
Key Takeaways
- Roofer-specific keywords like “roof repair [town]” and “flat roof replacement” convert far better than broad terms like “roofer”
- Storm response campaigns — running ads immediately after bad weather — deliver the highest return of any Google Ads strategy for roofers
- UK roofers typically pay £3–£10 per click; emergency roof leak keywords run higher at £8–£15
- Google Local Services Ads (pay-per-lead, not pay-per-click) are now available for roofers in the UK and often deliver better value
- Without a professional website showing your previous work and collecting enquiry forms, ad spend is largely wasted
Why Google Ads Works Differently for Roofers
Roofing has a different demand profile to other trades. Most enquiries come from two situations: damage that needs fixing now (a storm, a leak, a survey flag), or a planned project the homeowner has been thinking about for months.
The first type — urgent demand — is where Google Ads delivers its best return. When someone has water coming through their ceiling, they search immediately and they call the first credible result they find. Ads put you there, above the organic listings, before they’ve even scrolled.
The second type — planned work — is harder to capture with ads alone. These customers tend to browse, compare quotes, and check reviews over several weeks. They often don’t convert on the first click.
This means your Google Ads strategy should prioritise urgent and near-term keywords, not broad research terms. For building organic traffic alongside paid ads, see our SEO guide for roofers.
Roofer Keywords That Actually Convert
The difference between a profitable campaign and a money pit is keyword selection. Here’s how roofer keywords break down by intent:
| Keyword Type | Examples | Avg CPC (UK) | Conversion Likelihood |
|---|---|---|---|
| Emergency / urgent | ”roof leak repair,” “emergency roofer,” “water coming through roof” | £6–£15 | Very high |
| Service + location | ”roofer [town],” “roof repair [city],” “roofer near me” | £4–£10 | High |
| Job-specific | ”flat roof replacement cost,” “new roof cost,” “re-roofing quote” | £3–£8 | Medium–high |
| Material-specific | ”UPVC fascia installer,” “lead flashing repair,” “slate roof repair” | £2–£6 | Medium |
| Broad / research | ”roofing,” “roof types,” “how long does a roof last” | £1–£3 | Low |
Focus your budget on the top two tiers. Emergency and service+location keywords bring people who are ready to book. Broad terms like “roofing” attract homeowners who are years away from needing work.
Keywords to Start With
If you’re new to Google Ads, begin with these — they have clear intent and won’t waste budget on browsers:
roof repair [your town]roofer [your town]flat roof repair [your town]roof leak repair near meemergency roofer [your county]roof replacement quote
Use exact match or phrase match for these. Broad match will show your ads for searches like “roof tiles for sale” or “roofing careers” — you’ll pay for clicks you can never convert.
Storm Response Campaigns: The Highest-ROI Strategy for Roofers
According to the National Federation of Roofing Contractors (NFRC), storm damage repair accounts for a significant proportion of roofing work, particularly between October and March. After strong winds or heavy rain, roofing searches spike within hours.
How to run a storm response campaign:
- Create a dedicated ad group or campaign with storm-specific keywords:
storm damage roof repair,wind damaged roof,roof tiles blown off,emergency roof repair after storm - Write ad copy that speaks directly to urgency: “Roof Damaged in Last Night’s Storm? Fast Response — Free Assessment”
- Pause the campaign during calm weather; reactivate it immediately when bad weather is forecast
- Use a dedicated landing page or a section of your website that addresses storm damage specifically — what you cover, how quickly you can respond, and an easy contact form
Roofers who run this type of campaign during storm periods report it’s their best-performing ad spend of the year. The competition is lower than year-round keywords, the urgency is higher, and customers call the same day.
Tools like Met Office weather alerts can help you anticipate when to switch the campaign on.
Google Local Services Ads for Roofers
Google Local Services Ads (LSAs) are a separate product from standard Google Ads. Instead of paying per click, you pay per verified lead — a phone call or message from a customer in your area.
For roofers, LSAs offer a few advantages:
- You only pay for genuine enquiries, not clicks from people who bounce
- “Google Screened” badge appears on your listing — Google verifies your business, which increases trust significantly
- Your phone number is shown prominently above the organic results
- Cost per lead varies, but many UK roofers report £15–£40 per verified lead — comparable to what traditional PPC costs per conversion once you factor in click-to-call rates
LSAs are available in most UK cities for roofing categories. You can set them up via Google’s Business Profile manager. To qualify, you’ll need public liability insurance and to pass Google’s verification process.
For most roofers, LSAs are worth testing before standard Google Ads. If you convert leads well over the phone, the pay-per-lead model is more predictable than PPC.
Budget Guide: How Much to Spend
There’s no universal answer, but here’s a framework based on job value and conversion rates:
| Business Stage | Suggested Daily Budget | Expected Monthly Clicks | Estimated Leads/Month |
|---|---|---|---|
| Testing (first 4 weeks) | £10–£15/day | 30–70 | 3–7 |
| Growing | £20–£30/day | 70–150 | 7–15 |
| Established | £30–£60/day | 150–300 | 15–30 |
These numbers assume a realistic click-to-lead rate of around 8–12%. Not everyone who clicks calls.
Seasonal adjustments: Most UK roofing businesses are busier October to March (storm season, winter damage) and April to June (spring survey season). Consider increasing your daily budget during these months and cutting back in midsummer when demand is lower and competition for ad space is higher.
Starting budget advice: Don’t start with less than £10/day. Below that, you don’t generate enough data to optimise the campaign. Set a daily cap you’re comfortable losing for a month while you test — treat the first four weeks as paid research.
Negative Keywords: Stop Paying for Useless Clicks
Negative keywords tell Google when NOT to show your ad. For roofers, this list matters a lot:
Add these to your negative keyword list from day one:
DIY,how to,yourself,materials,tiles for sale,felt for salejobs,careers,vacancies,apprenticeshipfree,grant,council(unless you target social housing)insurance claim(unless you handle these — complex enquiries)flat pack,garden shed,garage roof(if you don’t do small structures)- Competitor names (unless running a specific comparison campaign)
Review your search term report every two weeks for the first three months. Google will show you the actual searches that triggered your ads — you’ll find more negative keywords to add. This is how you refine a campaign from “spending on everyone” to “spending only on ready-to-book customers.”
What Your Landing Page Needs to Convert Roofing Leads
Traffic without a credible website loses money. A homeowner who clicks your ad and lands on a Facebook page or a generic template with no photos will call your competitor instead.
Your landing page — whether it’s your homepage or a dedicated page for Google Ads — needs:
- Photos of your actual work: before/after, in-progress, completed jobs. Roofing results are visual. Show them.
- Your location clearly stated: “Based in [Town], covering [County].” Local signals build trust.
- Accreditation badges: NFRC member, CHAS registered, or similar. These reduce hesitation.
- A visible phone number and enquiry form above the fold — don’t make people scroll to contact you.
- Response time commitment: “We aim to respond within 2 hours” or “Same-day surveys available.”
If you don’t have a professional website yet, Google Ads budget is largely wasted. Services like Digital Tradies build websites for roofers from £49/month — no upfront cost, live in 3 days — with a dedicated page structure designed to convert Google Ads traffic into booked enquiries. Visit /get-started to see what’s included.
Setting Up Your First Campaign: Step by Step
- Create a Google Ads account at ads.google.com and link it to your Google Business Profile
- Choose “Search” campaign type — this targets people actively searching, not browsing
- Set your location targeting to a radius around your operating area (typically 15–30 miles for roofing)
- Set up your ad groups by job type: one for emergency/leak keywords, one for planned replacement, one for specific services (flat roof, fascias, etc.)
- Write 3 ads per ad group with different headlines — Google rotates them and shows the best performer more
- Enable call extensions — add your phone number directly to the ad so people can call without visiting your site
- Set conversion tracking — this tells Google which clicks led to calls or form submissions, so it can optimise towards your actual goals
- Start with manual CPC bidding — automated bidding strategies need data first; switch to Target CPA after you have 30+ conversions
Review performance weekly for the first month. Look at cost per conversion, not just cost per click — a higher CPC keyword that converts well is better value than a cheap one that doesn’t. For a broader look at winning more roofing leads, see our guide to marketing for roofers.
Frequently Asked Questions
Is Google Ads worth it for a small roofing business? Yes, if your average job value is over £500. A single roof repair or replacement covers weeks of ad spend. The key is starting with tightly targeted keywords and a proper website — without these, you’ll spend without converting. Many sole trader roofers run profitable campaigns on £10–£15/day.
How much do roofing keywords cost per click in the UK? Service + location keywords (e.g., “roofer Birmingham”) typically cost £4–£10 per click. Emergency keywords run higher — £8–£15 — but convert at a much higher rate. Material and research terms are cheaper (£1–£4) but rarely generate bookings directly.
Should I use Google Ads or Google Local Services Ads? Try Local Services Ads first if you’re new to paid advertising. You only pay for verified leads, not every click, which makes the cost more predictable. Once you understand your conversion rate, add standard Google Ads to increase volume.
How long before I see results from roofing Google Ads? You can receive enquiries within hours of launching a campaign. However, the first 4–6 weeks are a testing phase — you’re identifying which keywords, ads, and landing pages convert best. Expect to refine the campaign significantly in that period before it runs efficiently.
Can I run Google Ads myself or do I need an agency? You can manage your own campaign with Google’s free training resources (Google Skillshop). Agencies charge £200–£500/month to manage roofing campaigns. For a small operation with a limited budget, managing it yourself makes sense in the first year — you’ll also learn what your customers actually search for.
