$10.70
Average CPC
+103% vs $5.26 average
5.66%
Average CTR
3.7%
Conversion Rate
$228.15
Cost Per Lead
+225% vs $70.11 average
Source: LocalIQ 2025
Not all roofing company keywords cost the same. Here's what you can expect to pay based on search intent:
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.
Lower CPCs mean more clicks for your budget. Here are proven strategies:
Google rewards relevant ads with lower CPCs. Match your ad copy to your keywords and ensure your landing page delivers on your ad's promise.
Stop paying for irrelevant clicks. Add negatives like "jobs", "salary", "DIY", and "free" to your roofing company campaigns.
Exact match keywords typically have lower CPCs than broad match because you're not bidding on irrelevant variations.
Run ads when roofing company searches convert best. Morning (8-11am) when homeowners notice issues, weekends when they're home to assess damage
These keywords drain your budget without delivering quality leads:
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.
At $10.70 per click, here's what you need to generate leads:
Minimum Monthly Budget
$3,500
Recommended Range
$4,500-$10,000/month (plus storm reserve)
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.
Common Mistakes
7 costly Google Ads mistakes for roofing companies
Best Keywords
High-converting keywords to target
Budget Guide
How much to spend on Google Ads
ROI Calculator
Expected return on ad spend
2025 Benchmarks
Industry performance metrics
Roofing Companies Audit
Complete roofing company Google Ads guide