Many roofing companies struggle to get consistent enquiries. One week the phone rings, the next week it’s completely quiet. Often this happens because most marketing is too broad, too slow, or not shown to people who actually need a roofer right now.

Google Ads solves that problem. It puts your business in front of people at the exact moment they search things like “roof repair near me” or “new roof cost”. When your ads match what people are already looking for, results come much faster.

This guide will show you, in simple, practical language, how to set up Google Ads the right way for roofing services. No jargon, no fluff. Just clear steps that help you get more enquiries and reduce wasted spend.

Get Clear on the Services You Want to Promote

Before you even open Google Ads, you need to decide which services you actually want to advertise. A lot of roofers make the mistake of promoting everything at once: roof repairs, new roofs, guttering, fascia, soffits, flat roofs, inspections, and more.

That’s too broad.

Google Ads works best when each campaign focuses on one specific service. Why? Because someone searching for “emergency roof repair” is looking for something completely different from someone searching “new tile roof installation”.

Your ads need to match that level of intent.

Take a look at your website or landing page. Does it clearly talk about the exact service you want to promote? If not, update it first. Relevance is everything.

Understand What People Are Actually Searching For

Roofing companies often guess what people type into Google, but guessing wastes money. Instead, open Google Keyword Planner (a free tool inside Google Ads) and search for terms like:

• Roof repair
• New roof
• Flat roof repair
• Roof leak emergency
• Roof replacement cost
• Gutter repair

You’ll see real search terms and monthly volumes.

Create two lists:

Relevant (Shows buying intent)

These are keywords people type when they’re ready to hire a roofer:

• “roof repair near me”
• “tile roof replacement cost”
• “emergency roofer”
• “flat roof specialist”
• “roof leak repair”

Irrelevant (Must exclude to protect budget)

Add these as negative keywords so your ads don’t show for searches that will never turn into customers:

• DIY roof repair
• roofing jobs / careers
• roofing courses
• free roofing materials
• roof maintenance tips
• how to fix roof myself

This keeps your budget focused on real enquiries.

Next, set your location targeting. Only target areas you actually serve. Many roofers target too broadly and end up paying for clicks in towns they don’t travel to.

You can target by:

• Entire city
• Specific radius around your office
• Individual towns
• Postcode areas

Smaller targeting often brings better-quality leads.

Build a Campaign Structure That Stays Organised

Think of your Google Ads structure like the layout of your tools—organised tools make the job quicker.

For roofing, a clean structure looks like:

• Campaign 1: Roof Repair
  • Ad Group: Roof Repair Keywords
• Campaign 2: New Roof Installation
  • Ad Group: Roof Replacement Keywords
• Campaign 3: Flat Roofing
  • Ad Group: Flat Roof Repair Keywords
• Campaign 4: Emergency Roofing
  • Ad Group: Emergency Roof Leak Keywords

Each service gets its own space.

Why this matters:

• Your ads match exactly what the customer searched.
• Google rewards you with lower costs because relevance is higher.
• You can control budgets better (e.g., emergency repairs might deserve more spend).
• Testing becomes simple—you know which service is performing.

A messy structure leads to messy results.

Write Ads That Match What Clients Want

Good roofing ads don’t need fancy language. They just need to match what people are searching for and build trust fast.

Tips for strong roofing ads:

Use the keyword in the headline
Examples:

• “Roof Repair Specialists Near You”
• “Emergency Roof Leak Repair”
• “Flat Roof Repair Experts”

Add trust signals
Roofing prospects care about reliability and proof. Include things like:

• “Local Roofing Team With 15+ Years’ Experience”
• “4.8★ Rated by Homeowners”
• “Fully Insured & Accredited”
• “Same-Day Emergency Repairs”

Keep your message simple and direct
Avoid jargon unless you explain it. People want reassurance, not technical language.

Use a clear call to action
Examples:

• “Request a Free Quote”
• “Book a Roof Inspection”
• “Call for Emergency Repair”

Simple ads work best.

Create a Landing Page That Builds Trust Quickly

Never send roofing ads to your homepage. Homepages try to talk about everything. Google Ads needs focus.

A service-specific landing page converts far better.

What to include:

Clear service headline
“Roof Repair Specialists Serving [Your Area]”

Proof and trust elements

• Before/after photos
• Google review screenshots
• Guarantee or warranty details
• Insurance and qualifications
• Case studies or quick examples

A simple explanation
Tell visitors what you do, how the process works, and what happens next (inspection, quote, repair, etc.).

A short form
More fields = fewer leads. For roofing, you only need:

• Name
• Phone
• Postcode
• Brief description of the issue

Clear next steps
People feel safer when they know what will happen after they click submit.

Lessons From Real Campaigns (or Common Industry Insights)

After working on many roofing campaigns, the patterns are surprisingly consistent:

1. Relevance always wins

The more specific your campaign is (e.g., “flat roof repairs”), the cheaper and higher-quality the leads.

2. Location targeting improves lead quality

Roofers waste money when targeting regions they don’t actually serve. Tight geography = better enquiries.

3. Landing pages beat homepages every time

Even a simple landing page will outperform a homepage because it speaks directly to the searcher’s problem.

4. Emergency and repair keywords convert fastest

People with leaks or damage take action immediately. These are often the highest-value and fastest-closing leads.

5. Ongoing testing pays off

Small improvements—better headlines, faster page speed, clearer forms—compound quickly in roofing campaigns.

Key Principles for Long-Term Success

If you follow nothing else, follow these:

• Relevance lowers costs and increases enquiries.
• Clear structure makes optimisation easier and prevents wasted budget.
• Landing pages outperform homepages because they focus on one service.
• Tracking is essential—you need to know which clicks turn into leads.
• Small, regular tests create big improvements over time.

Google Ads isn’t about fancy tactics—it’s about doing the basics really well.