The Ultimate Guide to Google Ads for Roofers

Running Google Ads for a roofing company is fundamentally different from running ads for almost any other business. Roofing keywords are among the most expensive in the home services space, with cost-per-click ranging from $30 to $80 in competitive markets like Toronto and Vancouver. A single poorly structured campaign can burn through thousands of dollars without generating a single qualified lead.

The foundation of a profitable roofing Google Ads campaign is keyword strategy. You need to separate your keywords into tightly themed ad groups: roof repair, roof replacement, emergency roofing, storm damage, skylight installation, and so on. Each ad group needs its own set of ads that speak directly to that specific intent. For example, someone searching "emergency roof leak repair" has a different mindset than someone searching "cost of new roof Toronto."

Negative keywords are your best friend. Add hundreds of negative keywords to prevent your ads from showing for searches like "how to fix a roof" (DIYers), "roofing jobs" (job seekers), "used roofing materials" (bargain hunters), and "roofing courses" (students). Every irrelevant click you prevent is money saved that can go toward converting real roofing leads.

Your landing pages make or break your campaign. Each ad group should point to a dedicated landing page that matches the search intent exactly. If someone clicks an ad for "emergency roof repair Toronto," they should land on a page about emergency roof repair in Toronto — not your homepage. Include a prominent phone number, a simple contact form, trust signals (licenses, insurance, reviews), and a clear value proposition. Roofers who use dedicated landing pages see 40-60% higher conversion rates than those who send traffic to generic pages.