Google Ads for roofers, ready for storm season
Google Ads for roofers has two speeds. Most of the year it's restorations, re-roofs and gutter jobs that people plan. Then a storm comes through and everyone with a leak is searching at once. A roofing account needs to be ready for both, and most aren't.
100 calls a month, or you don't pay us that month.
If our call tracking records fewer than 100 calls from your Google Ads in a calendar month, we waive our management fee for that month. It applies while the campaign runs at the ad spend we agree on together. Ad spend goes to Google for clicks already delivered, so that part isn't refunded. Full terms.
Planned jobs and panic jobs.
- Leaks and storm damage: "roof leak repair", "emergency roofer". Urgent, phone-first, spikes after weather.
- Restoration and re-roofing: tile and metal roofs, rebedding, repointing. Planned, quote-based, higher value.
- Gutters and downpipes: frequent, smaller jobs that often lead to bigger ones.
Budget that can move when the weather does.
After a big storm, leak searches can jump overnight and every roofer is suddenly busy. The account should be able to lift the leak campaign's budget for those days and pull it back when you're booked out. Paying for clicks when you can't take the job only annoys people who then go elsewhere.
The waste that's specific to roofing.
- Materials and DIY searches: roof paint, sealant, sheets, how to fix a leak.
- Insurance claim and assessor searches that want the insurer, not a roofer.
- Roofing jobs and apprenticeships.
- Searches for roof racks and car roofs, which share the word.
A starting list we'd add on day one.
- paint, sealant, sheets, bunnings, supplies, diy, how to
- jobs, apprenticeship, salary, course
- rack, racks, car, tent, top tent
- insurance claim form, assessor
Leaks on their own, restorations on their own.
- Leaks and storm repairs. Phone-first ads, call extensions, budget that can lift after bad weather. Ad groups for roof leaks, storm damage and emergency tarping if you do it.
- Roof restoration. Tile and metal restorations, rebedding and repointing, painting. Planned work with longer decisions.
- Re-roofing and replacements. The biggest tickets, fewest searches. Often reached through restoration enquiries that turn out to need more.
- Gutters and downpipes. Replacements and guards. Smaller jobs that get you on the roof and in front of the bigger ones.
- Your business name. A small brand campaign.
What the year looks like for a roofer.
Weather drives roofing searches more than any calendar, and it changes by region. As a rule of thumb for most of southern Australia:
| When | What happens | What the account does |
|---|---|---|
| After a storm | Leak and storm damage searches jump, often overnight | Lift the leak campaign while you have crews free |
| Late winter into spring | People plan restorations and re-roofs before summer | Push restoration and replacement campaigns |
| Autumn | Gutter cleaning and guard searches before the wet | Run gutter work to fill the gaps between bigger jobs |
| When you're booked out | Clicks you can't serve still cost money | Pull budget back rather than turning people away |
What a good roofing ad says.
- Headline: Roof Leak Repairs, [Area] · Description: Local roofers on the phone now. We find the leak first, then quote the fix.
- Headline: Tile Roof Restoration · Description: Rebedding, repointing and coating. See before and after photos of roofs near you.
- Headline: Colorbond Re-Roofing · Description: Full replacements with a written workmanship warranty. Free roof inspection.
What the page needs.
- A phone number you can tap, at the top, for leak searches. These people don't fill in forms.
- Before and after photos of real roofs, with the suburb.
- Your licence and insurance, stated plainly.
- What a roof inspection involves and whether it's free.
- Any written warranty on workmanship, in your own words.
The roofing searches we'd start with.
Phrase and exact match to start, so you only pay for searches that mean what you think they mean. Broad match comes later, if at all, once the negative list has had a month of real search terms fed into it.
| Search | Match | Why it's in |
|---|---|---|
| roof leak repair [area] | Phrase | Urgent, phone-first |
| emergency roofer [area] | Phrase | Storm days and after-hours |
| roof restoration [area] | Phrase | Planned, higher value |
| tile roof repointing | Phrase | Specific job, clear intent |
| colorbond re-roofing [area] | Phrase | The biggest tickets |
| gutter replacement [area] | Phrase | Smaller jobs that open doors |
| roof inspection [area] | Phrase | The first step for many restorations |
Mistakes we find in roofing accounts.
- The same budget all year. The account runs out of money on the storm day it mattered most, then underspends for weeks.
- No car and roof rack negatives. "Roof" matches a surprising number of searches that have nothing to do with houses.
- Leak clicks landing on a restoration page. Someone with water through the ceiling wants a phone number, not a gallery.
- Running ads while booked out. Paying for clicks you can't serve, then losing those people for good.
- No call tracking. Leak work is almost all phone calls, and without tracking Google can't tell a good keyword from a bad one.
Straight answers.
Do Google Ads work for roofers?
They work well for leak and storm searches, because people need someone fast and ring the first decent result. Restoration works too, but it's slower and needs the quote side tracked properly.
Should roofers increase ad spend after a storm?
Yes, if you can actually take the extra work. Lift the leak and storm campaign while you have capacity, and pull it back once you're booked out.
What should a roofing ad send people to?
A page about the exact job they searched for, with your phone number at the top. Leak searches want a call button. Restoration searches want photos of roofs you've done.
Are roof leak clicks expensive?
They're some of the more competitive clicks in the trades because they're urgent and every roofer wants them. That's exactly why the account has to track which ones became calls and drop the ones that don't.
Should roofers run ads in winter?
Yes, for leaks and gutters. Restoration searches are slower in the wettest months, so that campaign can drop back until the weather turns.
Do roofing ads work for insurance work?
They can, but insurance searches often want the insurer. Ads aimed at storm damage and leak repair, with a line about helping with the claim, work better than ads aimed at the word insurance.
How fast can roofing ads go live after a storm?
If the leak campaign already exists, it's a budget change and it's live within minutes. Building one from scratch after the storm usually means missing the busiest days.
Should roofers advertise metal and tile separately?
Yes, if you do both. The searches and the jobs are different, and people often search the roof type.
Google Ads for other trades
Want the phone ringing before the next storm?
Tell me what roofing work you want more of and where, and I'll tell you whether ads make sense.