Roofing has the highest cost per lead in home services—$228.15 average. At that price, every click on 'roofing materials' or 'DIY roof repair' is devastating. Our audit found roofing companies waste 28% of their budget on non-commercial searches.
5 min
Audit time
6
Areas analyzed
Read-only
Account access
We've audited hundreds of roofing company accounts. Here are the most common budget leaks we find:
Roofing keywords attract massive DIY traffic. 'Roof shingles', 'roofing materials', and 'how to fix roof leak' are all homeowners looking to do it themselves or buy supplies at Home Depot. At $10.70 per click, these non-commercial searches add up fast. Without aggressive negative keywords, you're paying to educate people who will never hire you.
A huge percentage of roofing jobs come through insurance claims after storm damage. But most roofing ads don't mention insurance claims, free inspections, or storm damage expertise. You're competing on generic 'roofing contractor' when you could attract high-intent 'roof insurance claim help' searches at lower CPCs with higher close rates.
Roofing demand spikes 400-500% after major storms—hail, wind, tornados. Companies that don't adjust bids and budgets immediately after weather events miss the surge window. By the time you notice increased traffic, competitors have already captured the leads at normal CPCs before prices spike.
Real data from LocalIQ 2025. See how your metrics compare to average roofing company advertisers.
$10.7
Average CPC
+103% vs $5.26 average
5.66%
Click-Through Rate
Clicks per impression
3.7%
Conversion Rate
Clicks to leads
$228.15
Cost Per Lead
+225% vs $70.11 average
Not all keywords are created equal. Here's which ones to target and which to avoid for roofing company Google Ads.
Cost searches indicate serious buyers doing final research. They've moved past 'do I need a new roof' to 'how much will it cost'.
Contractor keyword signals hiring intent, not DIY. 'Near me' adds urgency and local qualification.
Post-storm searches are highly urgent. These homeowners have active damage and need immediate help—often insurance-covered.
Lower CPC than generic roofing, attracts pre-qualified insurance leads. These jobs often close faster and at full value.
Lower CPC, captures homeowners ready for initial step. Inspection often leads to full replacement quote.
DIYers and people buying supplies at Home Depot. Zero interest in hiring contractors.
DIY searchers looking for YouTube tutorials, not professional help.
Material shoppers buying supplies to install themselves.
Job seekers looking for employment, not homeowners needing roofs.
'Cheap' signals extreme price sensitivity. Low close rates, low-value jobs, high complaint risk.
Timing matters. Here's when roofing company demand peaks and how to allocate your budget throughout the year.
March, April, May, September, October
Increase budget 40-50% during peak demand
December, January, February
Reduce spend or focus on maintenance services
Morning (8-11am) when homeowners notice issues, weekends when they're home to assess damage
Hail storms are your biggest trigger—search volume spikes 400-500% within 24 hours of major hail events. Monitor weather radar and pre-set campaign adjustments to activate within hours of storm passage.
Budget recommendations based on real LocalIQ 2025 data and typical roofing company ROI.
Minimum Monthly Budget
$3,500
~15 leads/month
Recommended Range
$4,500-$10,000/month (plus storm reserve)
Best ROI for most roofing company businesses
Cost Per Customer
$912
At 25% close rate
At $228.15 CPL and 25% close rate, each customer costs $912 to acquire. Average roof replacement = $8,000-15,000. Even at $912 acquisition cost, you're looking at 6-15% cost of sale, which is sustainable for the industry. The key is prioritizing replacement leads over repairs—a $12,000 replacement justifies much higher acquisition cost than a $400 repair.
Our AI audit checks every aspect of your Google Ads account against roofing company-specific best practices.
We check if you're separating roof replacement from repairs, and storm damage from scheduled work. These have very different CPCs and close rates.
We identify if you're paying for 'roofing materials' or 'how to install shingles' searches that attract DIYers with zero hiring intent.
We audit whether your campaigns react to weather events. Post-storm hours are when most roofing leads are captured—or lost to faster competitors.
We verify phone calls are tracked—90%+ of roofing leads come via phone. Without call tracking, you can't optimize for what works.
We check if targeting matches your actual service area. Roofing is hyperlocal—paying for leads 50+ miles away wastes budget.
We score pages for roofing trust signals: manufacturer certifications, insurance claims expertise, before/after photos, warranty information.
Understanding your competition helps you find your edge. Here's what roofing company advertisers are up against.
Competition Level
very high
120,000+ monthly searches for 'roofing company near me' variations in the US
Main competitors: Storm chasers (out-of-state companies following severe weather), established local roofers, franchise operations, and insurance restoration companies
How to Win
Your Differentiator
Win with local credibility (community presence, local reviews), manufacturer certifications (GAF Master Elite, Owens Corning Preferred), insurance expertise (explain the claims process), or warranties (lifetime workmanship guarantees).
"The audit revealed we were losing $1,200/month to 'roofing materials' and 'DIY' searches. After adding negative keywords and creating a storm-response campaign, our cost per qualified lead dropped from $280 to $165."
— Roofing Company Owner
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— J.M., Plumber
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Common questions about Google Ads for roofing company businesses
Roofing companies typically invest $3,500-$10,000+ per month on Google Ads, with the range depending on market competition and storm activity. Roofing has the highest cost per lead in home services ($228.15 average), so adequate budget is essential to generate meaningful lead volume. However, the key is not just how much you spend, but having reserve budget for storm events. Keep 25-30% of your annual budget reserved for surge periods—after major hail or wind storms, you'll want to increase spend 200-300% for 2-3 weeks. Start with $4,000/month minimum in competitive markets to generate enough data for optimization. Focus budget on replacement keywords rather than repair keywords—a $12,000 replacement easily justifies higher acquisition cost than a $400 leak repair.