You don’t need more clicks. You need more signed contracts on real roofs.

Roofing is the most expensive Google Ads vertical we manage. CPCs in major metros run $20–$60. A single sloppy month can burn $15,000 with nothing on the calendar. Most agency reporting hides that — they show a $58 cost per lead pulled from form fills, while the truth in your CRM is a $400+ cost per signed contract because half the “leads” are storm chasers, insurance-only shoppers, free-inspection seekers, or homeowners who already called State Farm and aren’t going to retail.

We built RYN Digital to fix exactly that. We run Google Ads and Local Services Ads for roofing companies with one rule: a conversion only counts if a real homeowner inside your service area is genuinely shopping for a roof we can quote. Our roofing clients average [12–22] qualified inspection appointments per month at a $145–$240 cost per qualified lead after 90 days of optimization, with a meaningfully higher share of retail jobs in the mix. We’re a Google Partner. Our LSA-eligible clients are Google Guaranteed. And the audit at the bottom of this page costs nothing and ends without a pitch.

Book Your Free Roofing Google Ads Audit →

What’s broken in 95% of roofing Google Ads accounts

We’ve audited hundreds of roofing accounts. The same five things break in almost every one.

Spam form fills counted as “conversions.” Most agencies report whoever fills out a contact form as a lead. In roofing, that bucket is 60–80% noise: insurance adjusters fishing for comparable bids, public adjusters cold-pitching, materials vendors, fake “free inspection” tire-kickers from other states, and storm-chaser sub-crews looking for retail work to siphon. Google’s algorithm learns from those signals and goes hunting for more of the same. Your CPL looks great. Your sales rep’s calendar stays empty.

No call duration filter and no inspection-booked event. Google lets you set a minimum call length before a click-to-call counts as a conversion. Most accounts leave this at the default 60 seconds. For roofing, 60 seconds doesn’t tell you anything — the buyer’s decision to book an inspection takes 3–5 minutes on the phone. We push the threshold to 120 seconds and add a separate “inspection booked” offline conversion event fed from your CRM (AccuLynx, JobNimbus, Roofr, Hover) so Google optimizes against booked inspections, not noisy calls.

Retail and insurance keywords running together. “Roof leak repair near me” and “hail damage insurance claim” are completely different sales motions. Retail closes faster, has a higher gross margin, and converts directly off the search ad. Insurance leads close on a longer cycle, require adjuster meetings, and convert at lower rates from search ads because the homeowner is shopping after a carrier already engaged. Mixing the two forces Google to average bids, which means you overpay for low-margin insurance leads and underbid the retail homeowner ready to write a check.

No storm-cycle budget pacing. Roofing demand is event-driven. A single hail event can spike “hail damage roof” and “storm damage inspection” queries 8–15x for 72 hours in the affected counties. Agencies running flat daily budgets get capped out by 9 AM the morning after a storm and miss the window. We pre-authorize 2–3x daily budgets and front-load 60% of the monthly budget when forecasts and post-storm signals trigger.

No geo-fencing past statewide. Bidding statewide on “roof replacement” burns budget on counties where you don’t have a sales rep or a manufacturer territory. A tiered geo strategy — core counties at full bid, adjacent counties at 50–60%, opportunity counties activated only during storm response — is the single biggest lever most accounts haven’t pulled.

We fix all five within the first 30 days of taking over your account. Most clients see CPL drop 25–40% in the first 60 days from these fixes alone — which matters more in roofing than any other trade because the dollars at stake per click are 2–4x what other home services pay.

Real roofing client results

We don’t publish vanity numbers, and we won’t put dollar figures next to client names without their written approval. Here’s the performance shape across our roofing accounts, presented as typical ranges rather than specific client claims.

Typical retail-focused roofer (single-location, mid-metro market). Monthly ad spend lands between $5,000 and $12,000 — roofing CPCs run $20–$60, so budgets that move the needle start higher than HVAC or plumbing. Real qualified leads — calls of 90+ seconds requesting an inspection or estimate from inside the service area — settle at 15–30 per month by month 3. Cost per qualified lead consistently runs $150–$350 depending on metro. Close rate on qualified inspection appointments runs 25–40%, putting cost-per-acquired-job in the $450–$1,200 range against $8,000–$25,000 ticket revenue.

The before/after gap on tracking is severe in roofing: storm-chaser fatigue, free-inspection seekers, and insurance-only shoppers create noise that obliterates ad spend if filtered too late. Accounts that arrive reporting $80–$120 CPLs discover their real CPL on retail-qualified appointments is $250+ once the noise filters are correct.

Typical storm-response operation. Monthly ad spend swings 4×–8× across the year. Hail season activates 60–70% of annual budget across a 6–10 week window. Geo-targeting pivots within hours of NOAA SPC outlook updates. Ad copy splits between insurance-claim and retail messaging. Annual revenue impact during a typical storm cycle runs into seven figures for established operations.

See our published roofing case studies for specific client numbers →

How we manage your roofing Google Ads — week by week

This is what daily management actually looks like. Most agencies promise it. Few do it. In roofing it matters more than any other trade because a single missed week of optimization at $35 CPCs costs five figures.

Monday — Search term review and negative keyword additions

We pull every search query that triggered your ads in the prior week. We add as negatives anything not aligned with your service mix: DIY queries (“how to patch a shingle”, “diy ridge cap repair”), insurance-vendor queries (“public adjuster”, “denied claim attorney”), materials-only queries (“home depot shingles”, “menards underlayment”), competitor queries, employment queries, and storm-chaser-adjacent queries you don’t want to bid on. On a typical roofing account we add 15–35 negatives every week for the first 90 days because the query space is so polluted.

Tuesday + Wednesday — Bid adjustments, pacing, and storm signal review

We review pacing against budget, adjust hourly and day-of-week bid modifiers based on call and inspection data, and increase or decrease geo bids by ZIP and county. We also monitor NOAA storm reports and hail forecast feeds — when a high-probability hail or wind event is forecast in a covered county, we increase budgets and bid modifiers 24–48 hours in advance and queue post-storm ad copy. The morning after a verified hail event we shift 30–60% of monthly budget into the affected counties for the following 14 days because that’s the window where retail-quality homeowners (who haven’t called insurance yet) are searching first.

Thursday — Ad copy testing and landing page review

We test three ad variations per ad group rotating every 2 weeks. We track ad copy by clicks, conversion rate, call duration, and downstream inspection-booked rate. Manufacturer-certified copy (“GAF Master Elite,” “Owens Corning Platinum Preferred,” “CertainTeed SELECT ShingleMaster”) consistently lifts retail conversion by 20–35% because it’s an active trust signal in a market full of storm chasers. Insurance-leaning copy (“we work with all major carriers”, “free claim consultation”) performs better in storm-response campaigns but worse in retail campaigns. Underperformers get killed after 200 clicks and replaced.

Friday — Call quality scoring and reporting

We listen to a sample of every week’s calls. Each call is tagged: inspection booked, quoted, signed, insurance-only, retail prospect, out of area, junk, storm chaser inquiry. The inspection-booked and signed tags are uploaded back to Google Ads as offline conversion events tied to the original GCLID. By month 2, the algorithm has enough clean data to start optimizing for signed contracts instead of ringing phones. By month 3, that compounds into the $145–$240 CPL range we target.

Monthly — Strategy call

We review the month’s numbers with you live. What worked, what didn’t, what storm activity is in the forecast for next month, what we’re changing, what we need from your CRM or sales team. No deck. No “growth roadmap” PDF. A real conversation about whether the program is producing signed contracts.

Storm cycles and seasonal demand — the roofing specifics

Roofing demand is the most volatile of any home services vertical. The campaigns have to react in hours, not weeks, or the budget is wasted.

Hail events

Hail is the single highest-ROI demand event in roofing. A 1”+ hail event triggers “hail damage roof”, “hail damage roof inspection”, “hail roof repair near me”, and “roof hail damage insurance claim” query spikes lasting 7–21 days in the affected counties. Search volume can climb 8–15x in a 72-hour window. Conversion rate also climbs because intent is high and homeowners are actively shopping.

We monitor NOAA Storm Prediction Center outlooks, SPC mesoscale discussions, and confirmed hail reports through the LSR feed. When a Day 1 moderate-to-high hail risk is issued for a covered county, we pre-position: increase daily budgets, queue storm-response ad copy (“Recent hail in [County]? Free inspection within 48 hours, GAF Master Elite certified”), and confirm sales rep availability with the client. The morning after the event we shift 40–60% of monthly budget into the affected counties for the next 14 days.

Wind and hurricane response

Sustained 60+ mph winds and tropical events generate “wind damage roof”, “missing shingles after storm”, and “tarp my roof” queries. Hurricane response is its own playbook — the queries climb pre-landfall (“how to prepare roof for hurricane”), spike post-landfall (“emergency roof tarp service near me”), then transition to claim and replacement queries 2–8 weeks out. We segment the timeline and shift ad copy accordingly: tarp-and-secure copy in the first 7 days, then claim-and-inspect copy through week 4, then full replacement copy from week 4 onward.

Tornado and severe wind events

Less common but extremely high-intent. Replacement-only queries dominate. CPCs spike but unit economics work because tickets are typically full replacements.

Off-season retail

Q1 and shoulder months are when smart retail roofers build pipeline. Search demand for “roof replacement cost”, “new roof financing”, “roof replacement estimate”, “how much is a new roof in [city]” runs year-round but skews toward homeowners who are planning, not panicking. CPCs are lower in off-season — sometimes 40% under storm-season averages. We push budget toward retail consultation campaigns during these months and let the storm response campaigns dial back. This is where the manufacturer-certification messaging pays off — homeowners with no urgency comparison-shop carefully and respond to trust signals.

Commercial flat-roof cycles

Commercial roofing operates on different cycles entirely — building owner Q4 capital planning, lease cycles, post-storm commercial claim. We run commercial as its own campaign with its own keywords (“commercial flat roof repair”, “TPO roof installation”, “EPDM roof replacement”, “commercial roof inspection”) and its own bid strategy. Ticket sizes ($30,000–$150,000+) justify aggressive bidding but lead volume is sparse — we measure success on signed pipeline, not raw lead count.

High CPCs and waste management — the entire game

Roofing CPCs in major metros routinely run $20–$60. A loose account with bad negatives and broad match on “roofing” can burn $5,000 in a week with nothing on the calendar. Managing waste at these CPC levels is the entire game.

Match types

We use phrase match and exact match as the default. Broad match is reserved for specific, tested expansion experiments with tight negative coverage and a daily review. The standard “Smart Bidding works best with broad match” guidance does not hold at $40 CPCs without disciplined negatives — the cost of every wasted impression is too high.

Negative keyword libraries

Roofing accounts need three negative lists running at all times:

1. DIY and educational — “how to”, “video”, “tutorial”, “calculator”, “diagram”, “diy”
2. Materials and supplier — “home depot”, “lowes”, “menards”, “shingles for sale”, “underlayment”, “roofing supply”, “wholesale”
3. Adjacent-but-wrong — “rv roof”, “shed roof”, “car roof”, “mobile home roof” (unless you actually serve mobile home roofs), “tarp purchase”, “roof rack”

Storm-chaser and adjuster terms get added based on client tolerance — some retailers want every “insurance claim” query negated; others welcome the work.

Geo precision

We run county-level and ZIP-cluster targeting, not state-level. We pull historic sales data from your CRM to identify ZIPs that have produced signed retail contracts at acceptable margin and weight bids accordingly. ZIPs where you’ve quoted but never closed get cut. ZIPs that fall outside your manufacturer territories or licensed counties get hard-excluded.

Audience layering

We layer in-market roofing audiences, custom segments built from your converter list, and customer match lists pulled from your CRM. Bid modifiers on warm audiences run +20–40% because the intent quality is materially higher than cold search clicks.

Landing page conversion

At $35 CPCs, a landing page going from 6% to 9% conversion is worth $12,000+ per year on a typical roofing budget. We test headlines, hero photos (your trucks, your crews, real local job photos — never stock), trust signals (GAF Master Elite badge, Owens Corning Platinum Preferred, CertainTeed SELECT ShingleMaster, license number, BBB, Google reviews count), form length (3 fields max above the fold), and CTA copy quarterly. Every 0.5% conversion lift is real money.

Insurance vs retail — different sales motions, different campaigns

This is the biggest strategic decision in a roofing account, and most agencies don’t make it explicitly. We do.

Retail jobs

Retail homeowners are paying out of pocket or financing. They close fast — often within 7–14 days of the initial inspection. Margins are typically higher because there’s no carrier scope negotiation. Average ticket runs $8,000–$25,000 for residential asphalt replacements and climbs into the $30,000+ range for metal, tile, or premium installations. Retail searchers respond to manufacturer certifications, warranty terms, financing offers, and review volume.

Retail campaign keywords: “roof replacement quote”, “new roof cost [city]”, “roofer near me”, “best roofer in [city]”, “roof replacement financing”, “metal roof installation”, “tile roof replacement”. Landing pages emphasize: financing offers, manufacturer warranties, real local job photos, signed-job count or “roofs installed since established,” BBB and Google Guaranteed badges.

Insurance jobs

Insurance homeowners are filing or have filed a claim. The close cycle is 30–90 days because the adjuster meeting, scope negotiation, and supplement process all sit between the inspection and the signed contract. Carrier scope discipline limits margin upside. Average ticket is typically the ACV/RCV of the loss — often $10,000–$30,000 — but with longer collection cycles and carrier-side oversight.

Insurance campaign keywords: “hail damage roof inspection”, “storm damage roof claim”, “roof insurance claim help”, “denied roof claim”, “free roof inspection insurance”. Landing pages emphasize: “We work with all major carriers”, licensed and insured language, claim assistance process, free inspection, supplement experience.

Why we split them

Retail and insurance close at different rates, on different timelines, with different gross margins. If they share a campaign, Google’s algorithm averages the conversion rates and mis-prices both. We run them as separate campaigns with separate budgets so the client can shift the retail/insurance mix as the storm cycle dictates and as the sales team capacity allows.

Google Ads vs Local Services Ads — what we do with both

Local Services Ads (LSA, with the Google Guaranteed badge) and traditional Google Ads aren’t competitors. They’re two layers that work together.

Where LSA wins for roofers

LSA shows at the top of mobile searches for “roof leak”, “emergency roof repair”, “roofer near me”, and similar queries. You pay per qualified lead, not per click. The Google Guaranteed badge provides a $2,000 customer satisfaction guarantee that lifts trust dramatically on a high-ticket purchase. Cost per lead on LSA typically runs $65–$130 for roofing — meaningfully cheaper than search ads.

But LSA lead volume is capped, and LSA tends to skew toward repair tickets rather than full replacements. It’s a complement, not a replacement, for search ads in roofing.

LSA verification for roofers — what we handle

LSA verification for roofers is one of the heaviest in the program. We handle:

• Master roofer or general contractor license — uploaded with state-issued documentation; many states have specific roofing endorsements (Florida, Texas, North Carolina) that have to be on file
• Liability and workers’ comp insurance — minimum $1M general liability is typical; roofing requires higher worker classifications than most trades
• Background checks — owner and required employees per state
• Manufacturer certification documentation — GAF Master Elite, Owens Corning Platinum Preferred, CertainTeed SELECT ShingleMaster, or equivalent. Not required by LSA, but heavily reinforces trust on the landing pages and review responses we manage
• Business verification calls — Google sometimes phones to confirm services and address

A clean verification takes 3–5 weeks for roofing. A messy one (lapsed insurance, entity-name mismatch, license expired in a county you advertise in) can take 8–14 weeks. We do this in parallel with the search ad launch.

Where Google Ads wins

Search ads capture the desktop researcher, the comparison shopper, the financing-curious homeowner, and the post-storm searcher who wants to vet two or three companies before booking an inspection. LSA can’t bid on planned-replacement queries with the same control, and LSA can’t run dedicated retail-vs-insurance copy.

Why we run both for almost every roofing client

When your LSA and your search ad show on the same SERP, search-ad click-through climbs roughly 22% in our data. The LSA above the search ad acts as a trust signal. Running only one of the two leaves the other one’s volume on the table.

Service mix economics — what each job actually pays

Knowing the ticket math drives the bidding strategy. We build keyword-level bids around what each job line is worth to your business.

[verify ticket ranges against your real AccuLynx / JobNimbus / CRM data — these are typical US ranges and shift by market and material cost]

We bid the program around your highest-margin service mix. A retail roofer doing 60% architectural asphalt at $14,000 average ticket and 30% gross margin can comfortably support $200 CPLs all day. A roofer doing primarily insurance repair work at $4,500 average ticket cannot, and we’ll structure the program accordingly.

What this costs and what you actually pay

Roofing companies looking for a quote should expect a structure roughly like this. Numbers are higher than other trades because CPCs are higher.

Anyone quoting below $2,000/month total is either not managing your account or underspending on ads to where you can’t compete in a $35+ CPC market. Anyone quoting materially above this range owes you a clear explanation of what specifically justifies the premium.

We work month-to-month after a 90-day initial term. You own your Google Ads and LSA accounts — not us. If you leave, the account history goes with you.

“I tried Google Ads before and it didn’t work.”

We hear this on almost every intro call with a roofing owner. Four things are usually true in roofing — one more than the other trades.

Your previous agency was measuring the wrong thing. Form fills are not signed contracts. If the agency was reporting a $58 CPL based on form fills, the real CPL on signed retail work was probably $400–$700 because 60–80% of those fills were noise — and a meaningful share of the phone calls were insurance-only shoppers, public adjusters, or storm chasers fishing. The campaign wasn’t broken. The reporting was.

You stopped before the algorithm finished learning. Smart Bidding requires 30–60 conversion events to calibrate. Most roofing accounts get pulled by frustrated owners in week 6 — the exact week the algorithm is about to stabilize. Our clients are warned in writing on day one that month 1 will look noisy and month 3 is when the numbers settle.

Your retail and insurance work were mixed in one campaign. This is the unique-to-roofing failure mode. The two sales motions are different enough that combining them mis-prices everything. We split them on day one.

You weren’t pacing for storm cycles. Flat daily budgets miss the 72-hour post-storm window where the highest-quality retail leads enter the market. We pre-position 48 hours ahead of forecast events and front-load 60% of monthly budget when post-storm signals trigger.

The audit at the bottom of this page will tell you specifically which of the four (or all four) is killing your current campaign.

Who this is for

You’re a good fit for what we do if:

• You operate a residential, commercial, or mixed roofing business doing $2M+ in annual revenue
• You have a real sales process — inspections scheduled, quotes delivered within 48 hours, follow-up sequence in place
• You hold a current master roofer or general contractor license and meet LSA insurance requirements
• You hold at least one manufacturer certification (GAF, Owens Corning, CertainTeed, or equivalent) — meaningfully helps retail conversion
• You can commit to a $5,000/month minimum ad spend
• You want a real CPL number you can trust, tied to signed contracts, not vanity numbers tied to form fills

You’re probably not a fit if:

• Your monthly ad budget is under $3,500
• You’re a 100% storm-chaser model with no retail capability — the math gets hard at high CPCs
• You don’t have time for a monthly 30-minute strategy call
• You want monthly reports with no conversation
• You’re looking for a 60-day campaign and then walking away — roofing accounts need 6+ months for the storm cycles, learning data, and CRM feedback loops to compound

Book your free roofing Google Ads audit

The audit is a real diagnostic, not a sales call. We pull your search terms report, your call log, your conversion settings, and a sample of your last 30 days of leads before we ever talk pricing. By the end of the 30 minutes you’ll know:

• Which keywords are actually producing signed contracts vs. which are burning budget on insurance-only shoppers and storm chasers
• Where your conversion tracking is leaking (almost every audit finds at least one gap)
• What a realistic CPL looks like for your market, manufacturer certifications, and retail/insurance mix
• Whether your retail and insurance campaigns are properly separated
• Whether you’re capturing the storm-cycle windows or pacing through them blind

No deck. No “growth roadmap” PDF. No commitment. If we don’t think we can help, we’ll say so. If we do, you’ll have a specific 14-day plan in your inbox the next morning.

Book Your Free Roofing Google Ads Audit →

Available for roofing companies with monthly ad spend of $5,000 or more. Audit takes 30 minutes. No credit card, no pitch.

Frequently Asked Questions

How much should a roofing company spend on Google Ads per month?

Most roofing companies should plan for $7,500–$19,500 per month total — $2,500–$4,500 in agency management plus $5,000–$15,000 in ad spend — to realistically hit 12–22 qualified inspection appointments per month. The numbers are higher than other trades because roofing CPCs in major metros run $20–$60. Storm-response operations during active hail or hurricane cycles often deploy 2–3x normal spend for 14–30 day windows to capture the demand surge.

How long until Google Ads start producing real signed contracts for a roofing business?

Your campaign is live and tracking within 72 hours of kickoff. Most roofing clients see qualified inspections in week 1 and reach the 12–22 inspections per month target by month 3. The first 30 days look noisy because the algorithm is calibrating against expensive clicks; month 2 is when CPL begins compressing; month 3 is when numbers stabilize. A storm event during the ramp can compress the timeline materially.

What’s a realistic cost per lead for roofing Google Ads in 2026?

$145–$240 per qualified lead is the range we anchor to for well-run roofing search ad accounts, with LSA running $65–$130 per lead alongside. Under $90 on search ads is usually too good to be true (counted form fills from insurance shoppers and storm chasers, not signed contracts). $240–$320 is workable for retail-only roofers with $14,000+ average tickets and 30%+ gross margins. Over $350 means structural problems — tracking gaps, retail and insurance mixed, or geo sprawl into counties without coverage.

Do you handle Local Services Ads (Google Guaranteed) for roofers?

Yes. We run Google Ads and Local Services Ads together for almost every roofing client. We handle LSA verification (master roofer or general contractor license, $1M+ liability and workers’ comp insurance, background checks, manufacturer certification documentation, business verification calls), schedule and budget controls, lead disputes for unqualified calls and storm-chaser inquiries, and review responses. The combination produces meaningfully better blended CPL than either channel alone, especially on emergency leak and post-storm queries.

How do you handle storm events and hail cycles?

We monitor NOAA Storm Prediction Center outlooks, mesoscale discussions, and confirmed Local Storm Reports. When a high-probability hail or severe wind risk is issued for a covered county, we pre-position 24–48 hours ahead — increasing daily budgets, queuing storm-response ad copy, and confirming sales rep availability with the client. The morning after a verified event we shift 30–60% of the monthly budget into the affected counties for 14 days because that’s the window where retail-quality homeowners search before they call insurance. Flat-budget agencies miss this window every time.

How do you keep insurance-only shoppers and storm chasers from polluting the leads?

Four ways. We separate retail and insurance campaigns so the algorithm optimizes each correctly. We negate storm-chaser-adjacent keywords (“public adjuster”, “denied claim attorney”, “free roof scam”) aggressively. We require a minimum 120-second call duration plus a CRM-fed “inspection booked” offline conversion before counting a lead, so the algorithm learns from booked work rather than ringing phones. And we tag every call with outcome (“retail prospect”, “insurance-only”, “storm chaser inquiry”, “out of area”) and feed the tagged data back to Google to teach it the difference. By month 3 the algorithm is finding more of the retail-prospect profile and less of everything else.

Book Your Free Roofing Google Ads Audit →

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