Most roofing companies running Google Ads treat a small tile repair the same as a full colorbond replacement worth twenty times more. We rebuild campaigns around storm timing, job value and restoration cycles, then measure on phone calls and booked jobs for roofing businesses across Australia.
The right campaign shape depends on the roofing service, the property type and the average job value on the other side of the enquiry. As a marketing agency with eight years inside trade and service businesses, we build for that reality. Every engagement starts with a free strategy call and a realistic benchmark for your service area.
Job type and roofing service keyword architecture split across roof restoration, roof repair, roof cleaning, gutter replacement and storm damage restoration. Match types tightened around exact match on high intent keywords, negative keywords seeded from every DIY tutorial and roofing supplier search in the historical data, and click to call button assets on every mobile ad. This is the backbone of every roofing google ads campaign we run.
For eligible roofing companies, Local Services Ads places your business at the very top of local search results with a Google Guaranteed badge. Homeowners with active storm damage or a visible roof leak click Guaranteed listings first because the badge removes the trust question before they even land on your site. You pay per verified lead, not per click. We handle licence verification, insurance verification, dispute management and the review generation strategy that keeps your LSA performing.
Asset groups structured by roofing service, audience signals seeded from your existing customer list, video ads for the storm restoration segment, strict placement exclusions to stop PMax running across YouTube pre-rolls and Gmail, and a hard ad spend cap so it never outspends core search campaigns. For roofing companies, PMax without controls burns budget on display placements that no homeowner with a leaking roof was ever converting from. We keep it structured and accountable.
Larger roofing jobs like full roof replacements, storm restoration and gutter system replacements have decision cycles of two to eight weeks. Homeowners request three or four quotes before committing to a job worth A$8,000 to A$25,000. RLSA raises your bid when a returning visitor searches again through that window, keeping your roofing company front of mind through the comparison phase. Display remarketing reinforces the brand between visits.
Before we rebuild a roofing account we run every inherited setup through the same audit. The findings are boringly consistent. These six patterns show up on almost every roofing account we take over, whether the previous manager was a general agency, a freelancer or in-house.
A storm damage roof repair call books within days when hail season hits. A planned roof restoration takes six weeks of quote comparison to close. Running them in the same ad campaign means Smart Bidding is always optimising for whichever click volume is louder in the moment, which is usually storm work, and your planned restoration budget quietly funds cheaper emergency clicks.
Broad match without a tight negative keyword list routes budget into searches like "how to patch a roof leak yourself" and "colorbond sheet prices Bunnings". These people are researching DIY or comparing supplier prices, not booking a roofing company. Every click is real money spent on someone who was never going to 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 chosen keywords are booking real jobs and which are generating vanity metrics only. It optimises blind and lead quality declines steadily while the account looks fine on paper.
A homeowner searching "storm damage roof repair" lands on a homepage with a service list, a company logo and a phone number four scrolls down. The click costs A$18 and the landing page experience converts under two percent. Dedicated landing pages tuned to each roofing service, with a visible call to call button above the fold, routinely double conversion rates from the same ad spend.
PMax without exclusions and asset group structure will push roofing budgets into YouTube pre-rolls and Gmail placements that a homeowner with an active roof leak was never going to convert from. Without tight controls from day one it becomes one of the fastest ways to burn a monthly budget with irrelevant traffic and no booked jobs to show for it.
Roofing demand spikes suburb by suburb after every hail event, wild storm or heavy wind system. Most roofing accounts leave location targeting flat and miss the two-week window where storm restoration searches surge in the affected postcodes. A properly managed account lifts bids in those areas within 48 hours of the event and captures the quotes before local competition wakes up.
The campaign stack built around roofing job economics, the measurement layer that connects ad spend to booked jobs, and the weekly cadence that keeps the account compounding month after month.
Separate campaigns for storm damage, roof repair, roof restoration, roof cleaning, gutter replacement and full roof replacements. Search handles the core keyword work. Local Services Ads sits above it for eligible roofing companies. PMax is capped and structured by service with placement exclusions applied from day one.
GA4 events, Google Ads conversion actions, call tracking on every ad and landing page, and lead form submission events. Smart Bidding is fed the signal that actually matters: answered phone calls and confirmed booked jobs, not vanity metrics like click through rate.
Weekly search term mining, ongoing suburb-level location targeting adjustments, ad copy tests and negative keyword additions. Monthly reports covering ad spend, phone calls, cost per booked job and estimated revenue. Your account, your data. No black box dashboards and no excuses.
Every keyword goes through an intent check before a dollar is spent. Transactional and commercial intent queries get funded. DIY tutorials, roofing supplier product searches and informational how-to queries get excluded. Here is how that plays out across a real roofing keyword research pass.
Roofing Google Ads campaigns split into three distinct timing patterns. Storm damage restoration books within days once a hail event hits. Roof restoration and roof cleaning quotes close over one to two weeks. Full roof replacements and re-roofs run six to twelve week decision cycles. Each pattern needs its own campaign, ad copy and bidding strategy. Mixing them into one campaign consistently inflates cost per lead because the bidder always optimises for whichever timing is loudest, which is usually the cheapest storm damage clicks stealing budget from higher value restoration quotes.
Six steps from audit to a full booked job pipeline. Inbound roofing enquiries typically arrive within the first week of a properly structured campaign, with a stable cost per lead taking 30 to 45 days as Smart Bidding completes its learning phase on real phone call data. Every Google Ads engagement starts with getting tracking right before a single campaign change is made.
Full review of current campaigns, wasted ad spend by roofing service, tracking gaps and where your local competition is positioning. Baseline CPA, impression share and search results reviewed before anything is changed.
GA4 events, Google Ads conversion actions and call tracking installed and verified against real inbound phone calls. No campaign changes happen until every booking conversion is confirmed firing correctly and clean data is flowing into Smart Bidding.
Campaigns rebuilt with clean separation by roofing service. Match types tightened. Negative keyword lists seeded from every DIY tutorial, roofing supplier query and informational search term in the historical data. PMax asset groups structured per service with placement exclusions from day one.
Fourteen day Smart Bidding burn in with controlled daily budgets and manual bid oversight. Daily search term review. First ad copy tests. Manual adjustments in place while clean call data accumulates from real booked jobs.
tROAS or tCPA targets tightened once call data is stable. Budget reallocated toward the roofing services booking the highest value work. Storm season bid lifts applied ahead of hail and wild weather patterns to capture volume before local competition reacts.
Monthly report covering ad spend, phone calls, cost per booked job and estimated revenue. Quarterly strategy review. Year over year comparisons once the account has the data to make them meaningful.
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 in-house admin or multi-crew operations.
We had been running Google Ads on and off for two years and never really trusted the numbers. When MarketInc audited the account they found our storm damage and planned restoration work were sharing a single campaign and Smart Bidding was optimising everything toward the cheaper storm damage clicks. Our roof restoration quote requests had quietly halved and we had not noticed. Within eight weeks of splitting the campaigns by roofing service and adding location targeting for storm-affected suburbs, our cost per booked job dropped 43 percent and quote form submissions on full roof replacements more than doubled. The account finally reflects the real work we do.
If yours is not listed here, bring it to the audit call and we will answer it there.
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