How to Build a Google Ads Campaign for Roofers (Step-by-Step)

Step 1 — Pick one service and one offer

Before you even open Google Ads, decide what you're trying to accomplish. The goal isn't website traffic for its own sake — it's qualified opportunities that turn into inspections, estimates and, ultimately, roofing jobs.

Start with one primary service (for example, roof replacement), the area you actually serve, and a clear offer such as a free roof inspection or estimate. You can expand into other services and locations once you have data.

Steps 2 & 3 — A Search campaign, the right bidding and networks

Create the campaign without guidance and choose Search, because you want homeowners actively searching for roof repair or replacement near them.

For a new account with little data, start with Maximize Conversions to collect data; once you're around 50 conversions, you can start evaluating a target CPA. Then turn off the Search Partners and Display Networks — they can bring cheaper clicks, but a lot of low-quality traffic.

Step 4 — Location targeting

Enter the cities or areas you actually serve, then change the location option so you reach people in or regularly in your locations — not people who merely show interest in them. It's one setting, and it prevents a lot of wasted spend.

Steps 5 & 6 — Keywords, match types and negatives

Use Keyword Planner to research terms with real hiring intent, like roof replacement company or roofing contractor near me — someone searching how to install shingles is a DIYer, not a customer.

Broad match reaches more searches but needs data and monitoring; phrase match balances reach and relevance; exact match gives the tightest control. For a new campaign, start with phrase and exact.

Then add negative keywords like roofing careers, salary, apprenticeship and DIY installation. Don't blindly block words like cheap or insurance — those can still be real customers. Review the search terms report regularly; it's an ongoing process.

Steps 7 & 8 — Ad groups and ad copy

Group keywords by service and intent so the keyword, the ad and the landing page all match. Your ads need to match the search, explain why someone should choose you, and give a clear next step. Only use claims like licensed, insured, same-day or family-owned if they're accurate for the business.

Step 9 — Daily budget

There's no universal number — it depends on your market, competition, average job value and ability to turn leads into sales. Look at the average cost per click for your keywords, how many leads you need for the campaign to be worthwhile, and what you can afford to invest while collecting data. The budget figures in the video are examples, not guaranteed results.

Step 10 — A landing page that converts

Getting the click is only half the job. Your landing page should say exactly what you do and where, explain the service, and give a clear call to action. Add a visible, click-to-call phone number, a simple form, trust signals like reviews and video testimonials, and a mobile-friendly layout — then submit a test lead to make sure it actually reaches the right person.

One offer tip: a dollar credit (for example, "claim a $1,500 credit") tends to feel more real to homeowners than a percent off.

Steps 11 & 12 — Review, launch and optimize

Before publishing, review the campaign name, goal, bidding, networks, locations, keywords and ads. After launch, watch your KPIs daily and weekly: cost per click, click-through rate, conversions and the search terms you're paying for — and keep adding negatives as the data comes in.

The biggest takeaway

Success isn't about whoever spends the most on Google Ads. It's about keeping your message consistent from the search, to the headline, to the landing page, to the person who picks up the phone. When everything matches, homeowners trust you — and you land more jobs.