Most roofing Google Ads accounts run roof restoration, gutter replacement and storm-damage repair through a single campaign. Google has no idea a leaking-roof callout is worth A$600 and a full colorbond restoration is worth A$18,000. We split campaigns by job type, measure on inspections booked and quote requests received, and manage accounts for roofing businesses right across Australia.
As a marketing agency with deep experience in the trades, we match the right campaign structure to each job type, whether that is an urgent storm-damage repair needed before the next downpour or a full roof restoration with a four-week decision cycle.
Service-type-separated keyword structure split across roof restoration, repairs, cleaning and gutter work. Tight match types with detailed negative keyword lists to filter out DIY tutorials and trade-supplier searches, ad copy written for the specific job, and conversion tracking wired to inbound calls and quote form submissions. The foundation of every roofing Google Ads account we run.
For eligible roofing businesses, LSA places your company at the very top of the search results with a Google Guaranteed badge. You pay per verified lead, not per click. Homeowners with a leaking roof or storm damage tend to click Google Guaranteed results first because the verification removes the risk of hiring an unknown tradie. We handle setup, licence and insurance verification, dispute management and review generation.
Asset groups structured by service type, audience signals seeded from your existing customer list, strict placement exclusions to keep PMax off YouTube pre-rolls and Gmail, and a budget cap so it never outspends your Search campaigns. For roofing businesses, an uncontrolled PMax campaign tends to leak spend into low-intent traffic. We keep it tight.
Larger roofing jobs like full restorations, re-roofs and gutter system replacements have decision cycles of two to eight weeks. Homeowners line up multiple quotes before they commit. RLSA raises your bid when a returning visitor searches again, keeping you in the consideration set through the quoting phase so you win the job when they are ready to book the inspection.
Before we rebuild a roofing account we run a full audit to find where the spend is actually going. These are the six patterns we find on almost every account we inherit.
A storm-damage callout is booked within hours. A full roof restoration takes weeks of comparison quoting to close. Running them in the same campaign means Smart Bidding is optimising for urgency when it should be optimising for job value, and your restoration budget vanishes into emergency clicks.
Broad match without a tight negative keyword list sends budget into searches like "how to repair a roof leak yourself" and "colorbond sheet prices Bunnings". These people are not booking a roofer. Every click burns real money on someone who was never going to pick up the phone.
Most roofing jobs start with a phone call or a quote form submission. If call tracking and form events are not set up correctly, Smart Bidding has no idea which keywords are driving real enquiries and which are driving silence. The bidder is optimising blind and the results reflect that.
A homeowner searching "emergency roof leak repair" lands on a homepage with five service tiles, an about section and no quote form above the fold. The click costs A$18 and the page does nothing to convert the urgency into an inspection booking.
PMax left uncapped will spend roofing budgets on YouTube pre-rolls, Gmail placements and Display sites that a homeowner with active storm damage was never going to convert from. Without placement exclusions and asset-group controls it becomes a reliable budget drain.
The campaign launched six months ago and nothing has changed since. Search terms have never been reviewed. Ad copy has not been tested. Competitors have lowered their pricing. The cost per lead climbs slowly and the agency blames Google's algorithm.
Three pillars. The campaign stack built around roofing job economics, the measurement layer that ties spend to booked inspections, and the weekly cadence that keeps it compounding.
Separate campaigns for emergency repairs, roof restoration, roof cleaning and gutter work. Search takes the core keyword work. LSA sits above it for eligible businesses. PMax is capped, structured by service type with placement exclusions from day one.
GA4 events, Google Ads conversion actions, call tracking on every ad and landing page, and quote form submission events. Smart Bidding is fed the signal that matters: answered calls and confirmed inspection bookings, not clicks or page visits.
Weekly search term mining, ad copy tests, bid adjustments and negative keyword additions. Monthly reports showing spend, inbound enquiries, cost per lead and estimated job revenue. Your account, your data. No black box reporting, no excuses.
Every keyword goes through an intent check before a dollar is spent. Transactional and commercial queries get funded. DIY, informational and how-to queries get excluded or handed to SEO. Here is how that plays out across a roofing keyword set.
Roofing Google Ads campaigns split into two completely different problems. Emergency and storm-damage work has near-instant intent. A homeowner searching "emergency roof leak repair" after a heavy night of rain is calling within the hour. We bid aggressively on these terms, push the phone number to the top of the landing page and use call extensions on every ad. The second problem is planned work: roof restoration, full re-roofs and gutter system replacement, where the homeowner is comparing three or four quotes over days or weeks. For these, commercial-intent terms like "roof restoration cost" and "colorbond roof restoration" get Search campaigns and RLSA for returning visitors. The informational queries like "how to fix a roof leak yourself" get excluded entirely because that searcher is trying to avoid calling a roofer, not book one. Mixing these two intent types into one campaign consistently produces inflated cost per lead figures because the budget is spread across searches that will never convert at any meaningful rate.
Six steps from audit to a full inspection pipeline. Every Google Ads engagement starts with tracking before a single campaign change is made.
Full review of your current campaigns, wasted spend by service type, tracking gaps and competitor positioning. Baseline CPA, impression share and search term report reviewed before anything is changed or created.
GA4 events, Google Ads conversion actions, call tracking and quote form events installed and verified against real inbound leads. No campaign changes happen until every conversion is confirmed firing correctly and clean data is flowing into Smart Bidding.
Campaigns rebuilt with clean service separation across restoration, repairs, cleaning and gutters. Match types tightened. Negative keyword lists seeded from every DIY, how-to and trade-supplier term in the historical search report. PMax asset groups structured by service with placement exclusions applied from day one.
14-day Smart Bidding burn-in with controlled daily budgets and manual bid oversight. Daily search term review. First ad copy variant tests. Manual adjustments while clean lead data accumulates from real inspection bookings.
tROAS or tCPA targets tightened once lead data is stable. Budget reallocated to the campaigns booking the highest-value work. Underperforming ad groups paused and rebuilt rather than left consuming budget without results.
Monthly report covering spend, inbound enquiries, cost per lead and estimated job revenue. Quarterly strategy review. Year-over-year comparisons once the account has accumulated enough data to make them meaningful.
Inbound roofing enquiries typically arrive within the first week of a properly structured campaign. A stable cost per qualified inspection booking usually takes 30 to 45 days as Smart Bidding completes its learning phase on real conversion data.
We audit your existing account or set up a new one, rebuild call and quote form tracking from scratch, verify every conversion action is firing against real leads and establish a clean baseline before any campaign is modified or created.
Service-type-separated campaign structure built and reviewed with you. Negative keyword lists seeded with every DIY and trade-supplier term. Ad copy drafted, approved and loaded. Landing pages reviewed for quote conversion readiness before campaigns go live.
Smart Bidding completes its learning phase. We review search terms daily, run first ad copy tests, make bid adjustments and produce your first monthly report comparing real lead data against the pre-engagement baseline.
Weekly search term mining to eliminate wasted spend on DIY and supplier queries. Weekly ad copy tests against competitor messaging. Monthly budget reallocation towards the service types generating the highest-value work. Quarterly strategy calls to align campaign focus with your business growth targets.
Averages across active roofing Google Ads accounts we manage across Australia. Numbers are account-verifiable and available to review with your account lead before any external use.
Same team, same reporting, same client-owned account and the same intent-first approach regardless of which option you choose.
You focus on the roofs. We handle the ads.
For roofing businesses with an in-house admin or multi-crew operations.
We had been running Google Ads for over a year and could not figure out why our cost per lead kept climbing. MarketInc audited the account and found we had no quote form tracking at all and our call tracking was firing for every page view, not actual calls. Smart Bidding had been optimising on completely false signals. Within the first 30 days of the rebuild, splitting steel, metal and tile restoration into separate Search campaigns, our cost per qualified inspection dropped 42% and quote volume nearly doubled. The biggest change was finally knowing which campaigns were booking actual inspections instead of guessing from CTR numbers.
If yours is not listed here, bring it to the audit call and we will answer it there.
Get a free Google Ads audit for your roofing business. We will show you exactly where your current account is losing spend, how your service-type campaigns compare to what actually converts, what a properly structured campaign architecture looks like for your business, and what a realistic cost per qualified inspection looks like for your service area and job mix.
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