For Roofing Companies
Roofing PPC That Books Jobs
Roofing paid media is not eCommerce. There is no cart to optimize — the conversion is a phone call or an estimate request, and the only number that matters is what a booked job costs you. We build Local Services Ads, Search, and call-only campaigns around your service area, your crew capacity, and the hours a human actually answers the phone, then grade every lead that comes through.
Trusted by 400+ Brands · Certified Partners
Years in eCommerce
Of results, scale, and quality at the enterprise level.
Expert Team
Specialists across SEO, AI SEO, PPC, design, dev, and strategy.
US Core + Global Talent
US core team for clear communication; vetted global specialists for international client work.
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The 1Digital® Difference
AI in our toolkit. Humans in the driver’s seat.
Our strategists, designers, developers, and writers are human. The proprietary AI we built makes them faster and sharper — not the other way around.
- Human strategy
- Human copywriting
- Our own AI tools
- Real growth
Why this vertical is different
What Makes Paid Search Different for Roofing Contractors
Almost every industry PPC playbook you will read was written for a store. It assumes a catalog, a feed, a checkout, and a return-on-ad-spend target you can compute the same afternoon. Roofing breaks all four assumptions. Your inventory is crew hours. Your catalog size is irrelevant; your drive time is the constraint. And the transaction does not happen on the website at all — it happens on a phone call, then at a kitchen table, sometimes weeks later, and often with an insurance carrier as a third party in the conversation. A roofing account managed on eCommerce reflexes will look efficient in the Google Ads interface and lose money in the field.
The second structural difference is that roofing demand is bimodal. Emergency demand — an active leak, a tree through the deck, wind-lifted shingles after a front moves through — is urgent, price-insensitive within reason, and closes on the first company that answers. Planned demand — an aging roof, a pre-sale replacement, a material upgrade — is a considered purchase involving quotes, financing, and a spouse. Those two buyers type different queries, need different landing pages, and justify wildly different bids. Running them in one campaign means the planned-purchase researchers quietly absorb the budget that should be catching emergencies, and your best hours go unspent.
Third, a single job is worth enough that lead quality dominates lead volume. When a replacement is worth several crew-days of revenue, the account can tolerate a click cost that would be absurd in retail — but only if the leads are real. One out-of-area caller, one homeowner shopping for a job you do not do, one competitor checking your pitch, and the arithmetic on a day’s spend changes. That is why call recordings and lead grading are not reporting garnish in this vertical; they are the optimization signal. Paid search here pairs naturally with roofing SEO, which compounds slowly and covers the off-season research queries while paid captures the storm week — and both sit inside our broader PPC services practice.
The campaign mix
Four Campaign Types, Four Different Jobs
Roofing accounts rarely fail because one campaign was built badly. They fail because the wrong campaign type was asked to do a job it was never designed for — usually a single broad Search campaign carrying emergency, replacement, commercial, and insurance intent at one bid.
Local Services Ads
Google-screened, pay-per-lead, and pinned above the paid Search block. For roofers it is usually the first dollar spent: badge verification, license and insurance documents, and review velocity are the ranking inputs, and disputing junk leads is an ongoing weekly job — not a set-and-forget setup.
Search
Where intent is graded. Emergency terms (roof leak repair, tarping, storm damage) and planned terms (roof replacement, metal roof cost, shingle vs. tile) deserve separate campaigns, separate budgets, and separate landing pages — because one converts on a phone call in minutes and the other on an estimate weeks later.
Call-Only
A leak at 7pm does not fill out a form. Call-only campaigns run on emergency keywords during the hours a human actually answers, with ad schedules built around your intake reality rather than a 24/7 fiction that burns budget into voicemail.
Demand Gen & Remarketing
Replacement is a considered purchase. YouTube and Discovery placements keep your crew, your warranty, and your financing offer in front of homeowners who requested an estimate but have not signed — the stretch where most roofing pipeline quietly dies.
Lead quality & call tracking
We Optimize Toward Booked Jobs, Not Form Fills
Google will happily report a healthy conversion count while your sales board stays empty. The gap between the two is where roofing budgets disappear, and closing it is most of the work. Every lead is attributed to a campaign, listened to or read, graded, and returned to the platform as a signal — so bidding stops chasing whoever fills out a form and starts chasing the callers who let a crew onto the roof. A senior strategist owns the account and makes the calls; WorkspaceCRM, our in-house AI, handles the search-term and call-pattern analysis underneath at a cadence no human would sustain by hand.
Call tracking with recordings
Dynamic number insertion per campaign, plus recordings reviewed against the account. Google reports conversions; only the recording tells you whether the call was a homeowner in your service area or a solar canvasser.
Lead grading, not lead counting
Every call and form is graded — qualified, out-of-area, wrong service, spam — and the grades are fed back as offline conversions so bidding optimizes toward the leads that become inspections.
Intake coverage
Missed calls are the most expensive line item in roofing paid media. We map ad schedules to real answering coverage and flag the hours where spend outruns your ability to pick up the phone.
Negatives that reflect the trade
DIY, jobs, salary, supply, wholesale, insurance-adjuster, and public-adjuster queries drain roofing budgets fast. Negative lists are built from your own search terms weekly, not from a generic template.
Budget & service area
Budget Is Capped by Drive Time, Not Catalog Size
An online store can always spend more by advertising more products to more places. A roofing company cannot. Your addressable market ends where a crew, a dump trailer, and a materials delivery stop being profitable to send, and every dollar spent past that line buys leads you will either decline or lose money serving. So we start with a map, not a number: the ZIP codes you genuinely want, the ones you will take at a premium, and the ones you should never bid on. Radius targeting drawn around the office is the default that gets roofers into trouble, because a circle ignores rivers, bridges, toll roads, and the neighborhoods where your close rate is already strong.
From there the budget is derived rather than declared. Crew capacity sets the ceiling on jobs per month; your inspection-to-contract rate and average job value set what a qualified lead may cost. Repair, replacement, and commercial work each get their own allowable, because a service call and a full tear-off cannot share a target and both stay honest. When storms hit, budget shifts by county into pre-built ad groups rather than being raised across the account — an untargeted increase during a storm week mostly buys clicks from homeowners two counties away who found you at the moment every roofer in the state was bidding.
Off-season, the account does not go dark. Maintenance, inspection, gutter, and attic-ventilation campaigns keep crews scheduled at a lower cost per lead, and remarketing keeps last quarter’s unsigned estimates warm until the weather turns. Roofers who share overhead with other trades often run the same structure across contractor marketing programs, and the underlying discipline is the same one we apply across every vertical in our PPC by industry practice. If you already have an account running, a free PPC audit is the fastest way to see where the waste sits.
What we report
Cost Per Qualified Lead. Then Cost Per Booked Job.
Not impressions, not clicks, not raw conversion counts. You get the campaigns that produced real calls, the recordings behind them, and what each booked job cost — reviewed weekly, with strategy sessions monthly.
Request a proposal
Tell us about your service area
Share your markets, crew capacity, and the mix of repair, replacement, and commercial work you want more of. A senior strategist replies within one business day with a pricing band and a draft campaign plan.
Roofing PPC — FAQ
How is roofing PPC different from eCommerce PPC?
There is no cart, no product feed, and no checkout to optimize. The conversion is a phone call or an estimate request, and the number that matters is cost per qualified lead — then cost per booked job — rather than return on ad spend against product revenue. That changes the whole build: budgets are capped by drive time instead of catalog size, call tracking replaces purchase tracking, and Local Services Ads sit above the paid Search block that eCommerce accounts treat as the top of the page.
Should we run Local Services Ads, Search, or both?
Both, with different jobs. Local Services Ads are pay-per-lead, Google-screened, and appear above the Search block, so they usually earn the first budget — but inventory is capped by your service area and rank is driven by reviews, responsiveness, and verified license and insurance documents. Search covers everything LSAs cannot: specific materials, commercial roofing, storm and insurance queries, and competitor-conquest terms. We size the split against your actual crew capacity and see it through with Local Services Ads optimization.
How do you handle seasonality and storm spikes?
Roofing demand is not a smooth line. Storm events produce a compressed window where competition, click costs, and out-of-town chasers all spike at once, and the shoulder seasons go quiet. We build the account so budget can move within hours — pre-approved storm ad groups and creative held ready, geographic layers that can be switched on by county, and off-season campaigns weighted toward maintenance, inspection, and gutter work that keep crews scheduled when replacement demand dips.
How do you keep bad leads from eating the budget?
By grading leads instead of counting them. Calls are tracked per campaign and recorded, then each one is marked qualified, out-of-area, wrong-service, or spam, and those grades are pushed back into the account as offline conversions so smart bidding learns which clicks become inspections. Alongside that, negative keyword lists are rebuilt weekly from your own search terms — DIY, hiring, materials-supply, and adjuster queries are the usual offenders — and LSA leads that miss the mark get disputed rather than absorbed.
What does ad copy compliance look like for roofers?
Roofing is a licensed trade in most jurisdictions, and both platform policy and state contractor rules constrain what an ad may claim. License numbers, warranty language, financing terms, and any insurance-claim messaging need care — promising a homeowner that a claim will be approved, or offering to absorb a deductible, ranges from a policy violation to illegal depending on the state. We keep claim language conservative and verifiable, put licensing and insurance proof on the landing page, and route anything questionable past your team before it runs.
How should we set a budget for a roofing PPC campaign?
Start from capacity, not from a spend target. We work back from the jobs your crews can actually deliver in a month, an honest close rate on inspections, and your average job value — replacement and commercial work carry very different economics from a repair call. That produces an allowable cost per lead, and the budget follows. Because reach is capped by drive time rather than catalog size, spending past your service area is the fastest way to lose money; growth comes from adjacent ZIP codes and better close rates, not a bigger number.