Google Ads for roofers wins more storm season jobs when emergency repairs, storm restoration and roof plumbing run as separate campaigns, built and approved before the first storm, shown only to people in your service area, and backed by a budget you can lift quickly. The Bureau of Meteorology puts peak severe weather season at October to April.

At a glance

1. Build before the storm. Google says most ads are reviewed within one business day, and some take longer.
2. Give each job its own campaign. Emergency repairs, storm restoration, roof plumbing, restorations, and roof cleaning.
3. Set location to Presence. It limits ads to people in, or regularly in, your service area.
4. Plan for budget spikes. Google can spend up to twice your average daily budget on a busy day.
5. Show your licence. NSW and Queensland require licence details in roofing ads, including online.

Why does storm season matter for Google Ads for roofers?

The season is long. The Bureau of Meteorology says October to April is Australia’s peak severe weather season, and thunderstorms can bring damaging to destructive winds and large hail. Its 2025 warning named the east coast, especially northern New South Wales and southern Queensland, as highest risk from October to December.

The demand arrives fast. When storms swept the NSW coast in early October 2026, the NSW SES logged 436 calls to its state operations centre in just over two days. At Ulladulla, a mini tornado blew roofs off properties.

Search ads meet that demand. Google says a Search ad can show when someone searches with terms related to your keywords. That is why Google Ads for roofing has to be live before the storm: a campaign still being built when the warning goes out cannot show for anyone.

What is the best campaign structure for roofing Google Ads in storm season?

Google sets an average daily budget for each campaign. If every roofing job shares one campaign, you cannot decide how much goes to storm work, or see what each job type costs to win. Split them.

Table 1. Recommended storm season campaign structure for roofing companies (MarketInc recommendation)

Campaign	How to run it in storm season	What its landing page should show
Emergency storm repairs and leaks	Top budget priority; call-focused ads scheduled to the hours your phone is answered	Phone number first, service area, licence details, what happens on the first visit
Storm damage restoration	Its own campaign, so Google Ads for storm restoration never competes with leak calls for budget	How you assess and document damage, how you work with insurers, licence details
Roof plumbing (gutters, downpipes, flashings)	Its own campaign for Google Ads for roof plumbers, advertising under the plumbing licence that covers the work	Roof plumbing services, licence details, booking form
Roof restorations and re-roofing	Steady budget all year, separate from storm spikes	Your process, materials, what drives cost, photos of your own work
Roof cleaning	Google Ads for roof cleaning at a modest budget, capped when storm campaigns need the money	Methods, areas served, booking

Restoration companies need the clearest split. If you run Google Ads for restoration companies that do both urgent make-safe work and longer storm damage restoration, keep the two apart. Each roofing campaign then reports its own cost per job.

How do you set up roofing Google Ads before the first storm?

Get ads approved early. Google says “most ads are reviewed within one business day”, with some taking longer. Build your emergency and storm restoration campaigns now and keep them ready to scale.

Use the Presence location setting. Google’s default is “Presence or interest”, which can reach people who have only shown interest in your area. Presence limits ads to people located, or regularly located, where you work.

Schedule ads to your phones. Ad scheduling lets you choose the days and hours ads show. Run call-focused ads while someone can answer, and send after-hours clicks to a form.

Count real calls. Google can count calls from ads as conversions when they last longer than a minimum duration you set, which filters out short calls.

Check search terms every week. The search terms report shows the real searches that triggered your ads. Google’s advice is to add any search term that does not fit your services as a negative keyword.

What should your roofing ad budget do when a storm hits?

Daily budgets flex. Google can spend up to two times your average daily budget on a busy day, but caps monthly spend at 30.4 times the average daily budget for most campaigns.

Move money to the urgent campaign. When severe weather is forecast for your area, raise the emergency repair budget first and cap roof cleaning and restorations, so storm work gets the spend.

Seasonality adjustments suit short spikes. With Target CPA or Target ROAS bidding, a seasonality adjustment tells Smart Bidding to expect a change in conversion rates. Google says they suit events of 1 to 7 days and may not work as well beyond 14 days.

Match spend to crew capacity. Set the storm budget around the number of jobs your crews can attend, so you are not paying for calls you cannot take.

How much do Google Ads cost for roofers?

There is no fixed price. Google charges per click through an auction, and says your actual cost per click depends on factors including your bid, ad quality, the competition and the search context. You are “often charged less” than your maximum bid.

So roofing Google Ads cost is best judged per job. With placeholder figures: if a storm repair is worth $1,500 to you after costs, and one in three enquiries books, each enquiry is worth about $500 to you. None of those figures is a market rate; they are placeholders for your own.

Judge cost per booked job. A dearer click can still be the better buy if it books a job. Tracking calls and forms through to booked work is the only way to know.

Google Ads vs Meta ads: which works better for roofers in storm season?

Most advertising for roofers comes down to these two platforms, and they reach people in different ways.

Google Ads shows when people search. A Search ad can appear when someone searches with terms related to your keywords, so it reaches people who are already looking for a roofer.

Meta ads show in feeds. Meta places ads in Facebook and Instagram feeds, Stories, Reels and other placements, so they reach people who are not searching at that moment.

Match the platform to the job. For the roofer Google Ads vs Meta ads question in storm season, urgent repairs suit search, because the homeowner is already looking. Facebook ads for roof plumbers and restorers fit planned work, such as a pre-season roof check or a restoration.

How do roofing companies also get found on Google Maps?

Google Ads does not control Google Maps results. Google says local results are based mainly on relevance, distance, and prominence, and that there is no way to request or pay for a better local ranking.

Google’s own tips for Google Maps for roofing companies include verifying your business, keeping your information complete, choosing the right business category, responding to reviews, and adding photos. Our SEO for roofing companies covers this alongside your ads.

How does MarketInc manage Google Ads for roofers?

This is how our Google Ads management for roofing works, whether we take over your account or build a new roofing campaign.

Step 1: Audit before the season

We review search terms, location and network settings, campaign structure, and which conversions count as real enquiries.

Step 2: Track calls and forms

Calls above a minimum length and form submissions are tracked so storm enquiries can be followed through to booked jobs.

Step 3: Build the storm structure

Each job type gets its own campaign, budget, and landing page, approved before the first storm.

Step 4: Check licence details

Licence names, numbers, and statements go into ads and landing pages to match your state’s rules.

Step 5: Scale up during storms

When severe weather is forecast for your area, budget moves to emergency and restoration campaigns, then returns to normal once your crews are booked.

Step 6: Report on booked jobs

Each month you get the three numbers below, split by job type.

What to ask any roofing Google Ads agency before you sign

Whether you are comparing a storm restoration Google Ads or PPC agency, a roofing PPC agency, a roof plumbing marketing agency or general roofing marketers, these questions show quickly how they work.

“Will the Google Ads account be in my name?” If you cannot log in, you cannot see what you pay for.
“How will you split emergency, restoration and roof plumbing budgets?” Ask to see the campaign list.
“What happens to my budget when a storm hits?” You want a plan agreed before the season.
“How will my licence details appear in the ads?” They should know your state’s rules.
“Can I see the search terms report every month?” It shows exactly which searches you paid for.

How do we judge whether your roofing Google Ads are working?

We report three numbers, each split by job type.

Cost per booked job. What it costs to win a storm repair, restoration, or roof plumbing job.
Calls answered and booked. How many storm calls were answered and how many became site visits.
Share of restoration and re-roofing work. Whether larger jobs grow as a share of all enquiries.

Clicks and click-through rate still appear in reports as diagnostics, not results.

Frequently asked questions

How do you market a roofing company with Google Ads?

Run separate campaigns for emergency repairs, storm restoration, roof plumbing and roof restorations, each with its own landing page. Use the Presence location setting, schedule ads to the hours you answer the phone, track calls and forms, and check the search terms report weekly.

How much should a roofer spend on Google Ads in storm season?

Work backwards from what a booked job is worth and how many jobs your crews can take. Google can spend up to twice your average daily budget on a busy day, but caps monthly spend at 30.4 times the daily average for most campaigns.

Is PPC for roofing contractors worth running outside storm season?

It can be, for planned work such as roof restorations, re-roofing and roof cleaning. Pay per click for roofing companies is not only a storm tool: keep those campaigns running and add storm campaigns on top for the October to April peak season.

Do roofing ads need a licence number?

In NSW, the licensee’s name and licence number with the correct category must appear in all advertising, including online. In Queensland, ads must state you are licensed under the QBCC Act and show your licence number.

Can I pay to rank higher on Google Maps?

No. Google says there is no way to request or pay for a better local ranking. Maps results are based mainly on relevance, distance, and prominence, so they depend on your Google Business Profile, not ad spend.

Where to start

Before the next storm warning, open every roofing campaign in your Google Ads account and check two settings: location set to Presence, and ad scheduling matched to the hours someone answers your phone.

Want a second opinion on your roofing ad numbers?

Send us your last 90 days of Google Ads data and your booked jobs for the same period. We will show you where the spend went by job type and what to change before the next storm. You keep the analysis either way. Send us your account details.

References

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