Google Ads for roofers
In LocaliQ's home services data, roofing and gutter companies paid $9.03 per click and $101.49 per lead, the highest cost per lead of the eight trades in the report (May 2020 to June 2021). One roof replacement is worth many times that, so most roofers budget for replacement and storm-damage leads first and keep small repairs on a tighter budget.
Roofing cost per click and per lead
| Category | Data period | Cost per click | Click-through rate | Conversion rate | Cost per lead | Cost per call |
|---|---|---|---|---|---|---|
| Roofing & Gutters[1] | May 2020 to Jun 2021 | $9.03 | 3.02% | not published | $101.49 | $121.51 |
| Home & Home Improvement[2] | Apr 2025 to Mar 2026 | $8.33 | 6.47% | 8.05% | $90.92 | not published |
The roofing figures are the newest roofing-specific numbers we could read at the source. They are older than the 2026 category data, and roofing was the most expensive of the eight trades in that report.[1]
Cost drivers for roofers
- Job value. A full replacement is worth far more than a repair, and roofers bid to match.
- Storms. Searches for roof damage and inspections jump in the days after hail or high wind, and so does competition.
- Insurance work. Homeowners filing a claim search for help with the claim as well as the repair, and those searches attract bids from roofers and from lead sellers.
- Service area. Roofers often travel farther than other trades, but a radius that is too wide pays for clicks in towns you won't quote.
- Gutters. Gutter cleaning and guards are cheaper searches, useful in the off season and for repeat customers.
A budget for 20 leads a month
A roofing company with two crews wants 20 leads a month, mostly replacements. It sizes the budget from both benchmarks.
20 roofing leads a month
Plan with the roofing figure, since replacement terms are the expensive ones. After a storm, Google can spend up to twice the daily budget on a busy day, up to 30.4 times it over the month.[3] Raise the budget for the affected ZIP codes, then bring it back down.
The two budgets differ because the benchmark cost per lead, cost per click and conversion rate are each calculated separately across thousands of campaigns, not taken from one account. Plan for the higher one, then use your own numbers after 30 days.
RunAds plans the campaign at your budget and writes the ads.
Campaign structure for a roofing company
Separate the work by job size and by how the lead arrives. Storm work behaves differently from planned replacements and needs its own budget.
| Campaign | Ad groups | Notes |
|---|---|---|
| Roof replacement | Roof replacement, new roof cost, asphalt shingle roof, metal roof installation | The main budget. Send traffic to a replacement page with financing details if you offer it. |
| Repairs and leaks | Roof leak repair, roof repair, emergency roof tarp, flashing repair | Lower bids than replacement. Call assets during the hours you answer. |
| Storm and insurance damage | Hail damage roof inspection, storm damage roof repair, wind damage roof | Paused or low most of the year. Raise the budget for the affected ZIP codes after a storm. |
| Gutters | Gutter installation, gutter guards, gutter repair | Cheaper clicks. A good off-season campaign and a way back to past customers. |
| Brand | Your company name | Keeps competitors and lead sellers off your name. |
Keywords to start with
Use phrase and exact match. Broad "roof" searches pull in shoppers looking for materials and DIY guides.
Replacement
roof replacementnew roof costroofing contractor near memetal roof installationshingle roof replacement
Repairs
roof leak repairroof repair near meemergency roof repairroof flashing repair
Storm damage
hail damage roof inspectionstorm damage roof repairwind damage roof repairroof insurance claim help
Gutters
gutter installationgutter guards installedseamless gutters near me
Negative keywords for roofers
These keep materials shoppers, job seekers and DIY searches out. Negative keywords don't cover close variants, so add plurals and synonyms yourself.[4]
jobssalaryhiringroofing schooloshadiyhow toyoutubeshingles for saleroofing materialssupplywholesalehome depotlowesroofing nailstar paperfree
Ad copy examples
Two sets of responsive search ad assets. Replace each claim with one that's true for your company, such as warranty terms, licensing and financing.
Roof replacement
Headlines (up to 30 characters)
- Roof Replacement Quotes23
- Local Roofing Contractor24
- Free Roof Inspection20
- Financing Available19
- Shingle and Metal Roofs23
Descriptions (up to 90 characters)
- Get a written roof replacement quote after a free inspection. Licensed and insured crews.89
- Asphalt shingle and metal roofs installed by our own crews. Ask about financing options.88
Storm damage
Headlines (up to 30 characters)
- Hail Damage Inspection22
- Storm Damage Roof Repair24
- Help With Your Claim20
- Book an Inspection Today24
Descriptions (up to 90 characters)
- Hail or wind damage? We inspect the roof, photograph the damage and walk you through it.88
- Local roofer with photo reports you can share with your insurance adjuster. Book today.87
Add call assets set to your office hours and turn on call reporting so calls count as conversions.[5]
Local Services Ads for roofers
Local Services Ads charge per lead.[6] For roofers, the useful comparison is cost per signed job, since a replacement lead and a gutter-cleaning lead cost the same in Local Services Ads but are worth very different amounts. Search lets you put more of the budget behind replacement terms.
How RunAds runs Google Ads for roofers
What the agent does for you
- Builds separate replacement, repair, storm and gutter campaigns from your site, limited to the area your crews cover.
- Writes the ads around your warranties, financing and inspection offer, and shows you the launch before anything goes live.
- Watches the account every day and brings storm-season budget increases back to you as approval cards.
- Blocks fraudulent clicks and tracks form fills and calls server-side with Smart Pixel.
See everything the agent does, how a campaign gets built, or the pricing section.
Credit packs from $25, 5 credits per $1 of ad spend.
Common questions
How much do Google Ads cost for roofing companies?
LocaliQ's roofing and gutters figures are $9.03 per click, $101.49 per lead and $121.51 per phone call, with a median monthly search spend of $1,875. The data covers May 2020 to June 2021. The 2026 Home & Home Improvement category, which includes roofing, is $8.33 per click and $90.92 per lead.
Why are roofing leads so expensive on Google?
A replacement job is large, so roofers can afford to bid high, and many of them do. Roofing leads cost about 2.1 times plumbing leads in the same LocaliQ report. Searches also spike after storms, when every roofer in the area raises bids at once.
How much should a roofer spend on Google Ads per month?
For 20 leads a month, the benchmarks give $1,818 to $2,030. The middle roofing advertiser in LocaliQ's data spent $1,875 a month. Keep extra budget ready for the weeks after a hail or wind storm.
What keywords work best for roofing Google Ads?
Replacement and damage terms bring the most valuable leads: roof replacement, roof leak repair, storm damage roof repair and hail damage roof inspection. Keep repairs, replacements, storm work and gutters in separate campaigns so each has its own budget and landing page.
Can an AI run Google Ads for a roofing company?
Yes. RunAds is an AI agent that builds the campaigns from your site, writes the ads and watches the account every day. Nothing launches until you approve it, and budget changes for storm season come to you as approval cards.
Sources
- Home Services Advertising Benchmarks (+9 Ideas for Better Results), LocaliQ, by Stephanie Heitman. Last updated February 23, 2026; data from May 1, 2020 to June 25, 2021.4,595 North American LocaliQ home services accounts. The page says its averages are medians.
- NEW 2026 Search Advertising Benchmarks (+Tips), LocaliQ (with WordStream), by Stephanie Heitman. Last updated June 1, 2026.Google Ads and Microsoft Ads search campaigns across 23 industries. The page labels each figure an average.
- About average daily budgets, Google Ads Help. Checked Oct 30, 2026.A campaign can spend up to 2x its average daily budget on a given day, and up to 30.4x it in a month.
- About negative keywords, Google Ads Help. Checked Nov 6, 2026.Negative keywords don't match close variants, so synonyms and singular or plural forms have to be added separately. Casing and misspellings are covered automatically.
- About call assets, Google Ads Help. Checked Nov 6, 2026.Numbers can be set to show only when the business can take calls, and call reporting counts calls as conversions.
- How leads work (Local Services Ads), Google Local Services Ads Help. Checked Oct 30, 2026.
Every outside number on this page links to its source above, with the date we checked it. RunAds has not published its own account data here.
Related pages
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