Google Ads Guide to Roofing for Contractors

February 4, 2022


Author :

Bradley Zeller

Many contractors face a big challenge when it comes to marketing their services; they often need a boost to generate leads which can turn into sales. It becomes even more challenging since they are not good marketers and often have to enlist the help of marketing firms to get them going. Luckily there are various tools that a contractor can use to get clients. Formerly known as Google Adwords, Google Ads is the paid advertising platform offered by Google and works under the model of PPC. It is one of the fastest-growing and marketing your business with genuine traffic.

How Does Google Ads Work For Local Services Like Roofing Companies

Marketers have to target specific keywords and make bids on them. Bear in mind that other roofing contractors are eyeing the same keyword. The bids being made contain the maximum amount you are willing to pay. However, Google will be the one to determine the cost against your request. If your bid is approved, your ad will get placed, but it will not be recognized if they rule that the ad should cost more. You have to choose between the following options;

  • CPC (Cost Per Click) - This is the amount you will pay when a visitor clicks your ad
  • CPM (Cost Per Thousand) - The cost of 1000 ad impressions
  • CPA (Cost Per Action) - The price you will pay when a user performs a specific action on your ad
  • CPL (Cost Per Lead) - The amount you pay when a user submits their information

Types of Google Ads

Google has diversified in the types of ads that it offers. You can choose from;

Search Campaign

In this type of campaign, your ad will appear in the Google search results. It's a great way to target users actively looking for services.
Display Campaign

This type of campaign targets people who are on the Google display network. This comprises a million websites that partner with Google to show ads.

Shopping Campaign

This campaign targets people looking to buy a product or service online. You will need to create a product listing, and your ad will be shown as a sponsored link next to the organic search results.

Video Campaign

In this type of campaign, they will show your ad to users watching YouTube videos.

App Campaign

This type of campaign is used in app stores and apps. Your ad is shown to people who have installed or want to install apps.

Why Use Google Ads

Google Ads is an excellent way for contractors to get leads and turn them into sales. There are many reasons why you should use Google Ads;

Increased Leads

When people search for a contractor, they will most likely click on the first page of results if your ad is placed where you are guaranteed to get more clicks hence generating more leads.

High ROI

Using Google Ads, you can set daily spending limits on your ads; this enables you to make an informed decision based on the results.

Quality Traffic

Since the people who click on your ad are actively looking for a contractor, you can be sure that they will be interested in your services. You are assured that your budget is not in vain and will turn into actual sales.

Gain Knowledge

Google Ads offers a wealth of information on using the platform; you can learn what works and what doesn't. This will help you to improve your campaigns and get better results. You will also learn more about the market which will help you develop strategies that will help your company stay ahead of competitors.


Google offers an affordable way for businesses to increase their sales. You can get your ads placed for as low as $1 after Google determines the price. This makes it easy for you to come up with a budget that you can afford. The best part is that if you understand how it works, you can get your ROI quickly.

Steps for using Google Ads for Roofing Contractors

Now that we know how Google Ads works, it's time to look at the steps involved in setting up a campaign.

Create Your Campaign

The first step is to create a campaign. This will contain all the information about your campaigns, such as the budget, location, and target audience. You will need to choose a name for your campaign and select the type of campaign you want to create. Having a clear objective of what you want to achieve will guide you to develop the best campaign possible. You have to specify your conversion goals without limiting yourself. You can then narrow everything once you have a clear picture of what you want to attain and target your audience appropriately.

Set up Conversion Tracker

You will need to set up a conversion tracker to track your conversions. This is a piece of code that you add to your website. It will track all the conversions from your Google Ads campaign and roofing paid search. The tracker will help you know how you are performing against other contractors. This will enable you to understand where you need to up your game or change the keywords you are using, the type of Google ad, and so on. It will also give you an ideal figure that you can use in projecting future trends.

Choose Ad Type

The next step is to choose the type of ad you want to create. You can either use a text ad or image ads. A good way of selecting your ad type is to observe what your competitors are doing.

You can also conduct a random survey and get feedback from clients on what they prefer. You can also try thinking like a client and ask yourself, what would you choose? This will help you narrow down your options and choose the most appropriate one.

Create Ad Copy

Creating a compelling ad copy is essential for getting people to click on your ad. You will need to create a headline, description, and website link. You have to take time to set your ad so that you don't leave out any vital details. Bear in mind that this is your company's image that you want to present to potential clients. You have to ensure that you get everything right and use appropriate words and pictures to get them interested.

Know Your Keywords

Keywords are the words and phrases that people use when looking for a service. It's important to choose keywords that are relevant to your business. Luckily when it comes to roofing contractors, there are many options that you can choose from.

The good thing is that there are different tools that you can use to help rank your keywords or see which ones you should use. The last thing you want is to stuff keywords since this will work against you. Google has strict measures in place in how they choose and rank keywords. It would be best if you familiarized yourself with these guidelines.

Utilize Call Only

If you want people to call your business, you should use the Call only ad type. This is a great way to generate more calls and get people to schedule an appointment with you. However, you need to be very good in marketing to turn these calls into actual sales.

Take the time to understand and anticipate the questions that clients might have regarding your services. You can answer them and assure them that they are seeking. Be bold and convincing, think about what you stand to achieve, and go all the way in.

Make use of Ad Extensions

Ad extensions allow you to add additional information such as your phone number, address, and website link. This will enable users to get more information about your business and make it easier to contact you.

There are many extensions that you can make use of. The best ones for a roofing contractor are the call buttons and location information. These will reel right into your service locations, making it easy for customers to get in touch. You will also be confident of where your leads are coming from.

Play with Negative Keywords

Negative keywords are used to prevent your ad from showing up when someone is searching for a related keyword. This is a great way to save money on your campaign.

The negative keywords will help in streamlining your ad to the relevant audience. This ensures that the traffic you are getting is quality and the leads are worth the effort and time. Ensure that you constantly update your negative keyword list by often checking your Search Terms report.

Up Your Bid

If you want your ad to be shown more often, you will need to increase your bidding efforts and budget. This is a great way to get more clicks and generate more leads. Tweak your campaign as often as possible and align with the changing trends.

The good thing is that the settings are adjustable. Think about your competitors and want a share of the market and placing roofing Google ads. You can pause keywords, lower bids, and add new versions of the ad copies if they are underperforming.

Retarget lost leads

If someone visits your website but doesn't contact you, you can retarget them with a Google Ads campaign. This is a great way to get people back on your website and convert them into customers. Not all of them might come back, but there is no harm in trying.

Most customers prefer getting noticed, and this might work in your favor. Always check your figures and see how you can avoid losing roofing PPC leads. A good strategy is vital in ensuring that leads stay solid.

Conduct Location Bidding

You can use location bidding to target people in a specific area. This is a great way to get more leads from people near your business. A good lead is one that is near you and that you can deliver services to. Location bidding is excellent regardless of the type of ad campaign you opt for. You are assured of the target location, and unless users are masking their addresses, you will be getting genuine leads near you. Understand how it works and make use of the location extension as well. Your landing page is an integral part of Google ads, and you have to ensure that it is well optimized. Bear in mind that it is not about clicking ads but taking action. If someone clicks on your ad and comes to your roofing website and finds it doesn't correspond, they will not waste their time but quickly leave. You have to ensure that everything is in place to avoid this.

Contact Us

if you are considering starting lead generation for your roofing company or looking for a change. Get in touch with Zeller Media who are experts in roofing PPC and have numerous clients in the category across the country.

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