How to Generate More Roofing Leads with PPC Search Ads
August 12, 2022 by Molly Weybright

How To Generate More Roofing Leads with PPC Search Ads

Updated on February 7, 2023

Are you a roofing company that's looking for more leads? If so, you may want to consider using PPC search ads to connect with more potential customers in your area. 

Pay-per-click (PPC) advertising is a great way to get your business in front of potential customers who are actively searching for roofing services online. 

In this blog post, we'll discuss the basics of PPC advertising and how you can use it to drive more leads to your roofing business. We'll also provide tips on how to create a website that encourages conversion, a key part of bringing in the lead volume you've been looking for.

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If you are scratching your head and wondering if PPC is actually an effective lead generation strategy, you're not alone. Many companies struggle with deciding where to allocate limited resources, but with 87% of small businesses listing PPC as an effective part of their marketing strategy, you won’t want to push PPC to the side.


It's our goal that by the end of this blog, you will not only understand why paid search is an important element of digital marketing, but you’ll also feel confident developing a PPC strategy to generate more leads for your roofing company.

Getting Started With Keywords

With 32% of small business marketers listing planning and strategy as the biggest challenge with paid search marketing, we wanted to take the time to discuss in detail how to get started strategizing. 


It all starts with keywords. 

Keywords are the terms that potential customers use when they search for products or services online. For example, someone looking to install a metal roof might type "metal roof" into a search engine. 

By researching keywords and incorporating them into your PPC ads, you can reach people who are actively interested in what you have to offer. 

In other words, you're not just casting a wide net and hoping for the best; you're specifically targeting people who are already interested in what you have to say. That can make a big difference for your bottom line.

Google Keyword Planner

The best place to start when researching keywords for your PPC campaigns is the free tool offered by Google: Google Keyword Planner. 

Google Keyword Planner is a research tool that helps you find and select the right keywords for your Google Ads PPC campaigns. 

The tool enables you to search for new keywords based on your existing website or terms that you enter. You can also get historical statistics about keyword searches, including monthly search volume and average cost-per-click (CPC).
Roofing Keyword Planner In addition, Google Keyword Planner provides suggested bid estimates for each keyword, so you can budget your campaigns accordingly. 

With Keyword Planner, you can ensure that your Google Ads campaigns are targeting the right keywords and that you're bidding an appropriate amount for each keyword. As a result, you work toward a high return on investment for your PPC ads.

Keyword Spend & Budget Allocation

When it comes to PPC advertising, it’s incredibly important to set a budget for your keyword spending. 

When you bid on keywords, you are competing against other advertisers for ad space. The higher your bid, the more likely you are to appear in search results. However, if you don't have a budget, you could quickly spend more than you intended and end up with little to show for it.

Setting a realistic budget and sticking to it will help to ensure that you don’t overspend and end up wasting money. Additionally, a budget will help to keep your PPC campaign organized and focused by setting a spending limit, which requires that you make sure your keywords are targeted and effective. 

In the end, having a budget for your keyword spending is essential for running a successful PPC campaign.

Smart Bidding

Google Smart Bidding is an automated bidding strategy that uses machine learning to optimize your bids for conversions. With Smart Bidding, you set a target CPA (cost-per-acquisition) and Google will automatically adjust your bids to help you meet that goal. 

Smart Bidding is a great way to improve your roofing PPC ad strategy by taking the guesswork out of bidding on keywords and reducing the time spent constantly monitoring and adjusting your bids manually. 

Plus, because it's powered by machine learning, it gets smarter over time, so you can continue to improve your results. If you're looking for a way to improve your paid search campaigns, Google Smart Bidding is definitely worth trying out.

Performance Max campaigns

Performance Max is a type of Google Ad campaign that uses smart bidding to optimize your performance across all of Google’s channels like YouTube, Maps, and Gmail. These campaigns are a great way to maximize your ad spend and achieve your goals across multiple channels. 

A benefit to Performance Max Campaigns is that they are highly goal oriented. In other words, you are able to customize your campaigns to work toward your company’s specific goals. 

Plus, because they are cross-channel, these campaigns allow you to access all of Google’s ad channels with a single campaign, which means your limited resources aren't an issue!

Negative Keywords

You now know that in order to be successful with roofer PPC advertising, you need to target the right keywords. But, it’s important to understand that the keywords you want to avoid—negative keywords—are just as important as the keywords you want to target! 

By adding negative keywords to your campaign, you can ensure that your ads will not be shown to people who are not interested in what you are selling. 

Bad Click Negative Keyword Example Roofing PPC

For example, as a roofing company, you would want to add "roofing services" as a keyword and "DIY roof" as a negative keyword. That way, your ad will only be shown to people who are specifically searching for roofing services and not those who are looking for a way to fix their roofs on their own. 

Carefully choosing your negative keywords can save you a lot of money on your roofing PPC campaigns. By avoiding wasting money on uninterested searchers, you can reduce your cost-per-click and get more value out of your PPC budget. 

PPC Tracking and Reporting

One of the most important things to remember about your roofing PPC campaigns is that you can't just "set it and forget it". 

Effectively tracking and reporting on your PPC ads gives you the ability to see what is working and what is not, so that you can adjust your campaigns before spending money on an ineffective strategy. 

Without tracking and reporting, you are essentially flying blind, and are likely to waste a lot of money on ads that aren't working for one reason or another. Additionally, tracking and reporting can help you understand which keywords are converting so that you can focus your efforts on those keywords. 

The good news is that 91% of businesses feel that they are able to easily track the effectiveness of their PPC campaigns. So it can be done, you just might need a little help learning how!


PPC Conversion Tracking

Google's PPC conversion tracking tool is an excellent way to keep track of your PPC campaigns and make sure that you are getting the most out of your investment. 

The free tool allows you to see how many people are clicking on your ad and then converting into customers. You can also track how much money you're making from each conversion. 

The best part is that it only takes a few minutes to set up. Just add a snippet of code to your site, and you'll be able to start tracking conversions in no time. 

So if you're serious about making money from your PPC campaigns, make sure you're using Google's conversion tracking tool.

Google's Quality Score

Quality Score is another factor that you can use to gauge the efficacy of your roofing PPC strategy. 

Quality Score is a number that represents how relevant your ad is to the keywords you're targeting and how well your landing page aligns with those keywords. The higher your Quality Score, the more aligned your ads are with what potential customers are looking for. 

Quality Score Impact on Cost per Conversion roofing PPCService Direct results based on PPC campaigns we run for our in-house roofing traffic

This number is determined by a variety of factors, including click-through rate, ad relevance, and landing page experience. 

A high Quality Score is a strong indicator of how well your PPC ads will continue to perform, but it should not be used as the sole criterion for monitoring your PPC ads. We recommend using Quality Score as a supplemental tool on top of conversion tracking data to determine PPC performance.

Use PPC Tools to Boost performance

Despite the fact that there are a number of 3rd-party tools out there that can greatly improve your PPC strategy, 30% of small businesses do not use them to boost their search advertising.  

Lucky for you, this provides a key way to get ahead of nearly a 3rd of your competitors. 


Whether you decide to use all-in-one tools or tools that perform a specific job, such as reporting or optimization, there’s almost no harm in giving a few of the top PPC tools a try. 

Types of PPC Tools to Consider:

  • Management: Tools that allow you to create and run PPC ad campaigns
  • Reporting: Tools that help you measure the success or failure of your campaigns
  • Research: Tools that help you with keyword research and competitor analysis
  • Landing Pages: Tools that help you build optimized landing pages for your PPC ads
  • Optimization: Tools that allow you to easily adjust your ad campaigns for success
  • Attribution: Tools that ensure you are able to track the customer journey—even if they don’t convert from your PPC ad 

Of course, you’ll need to research the cost so that you can pick tools that won’t blow through your budget, but once you find the right PPC tool for you, your campaigns will perform better than ever!

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Make Your Roofing Website a Conversion Machine

The overall goal of PPC advertising is to drive people that are searching for roofing services in your area to your website. But, all of the time and money you invest into a high-level PPC strategy will be for nothing if your roofing website is not designed to convert

In our research, we found that having a bad website is worse than not having a website at all—51% of consumers are unlikely to patronize a business with an outdated website. 


By ensuring that your site is high-performing and directing searchers to service-specific site pages you are adding a key building block onto the PPC fortress you've been constructing so far—kind of like a roof.

Test for High Performance

A website that loads slowly or is difficult to navigate is not going to result in conversions. In fact, studies have shown that even a 1-second delay in page load time can result in a 7% decrease in conversion. 

If you want to increase your chances of converting visitors into new roofing customers, you need to make sure your website is high performing. 

Free Download: The Ultimate Roofing Marketing Guide

One way to do this is to test your site regularly and make sure it's loading quickly and efficiently.

You should also make sure that your site is mobile-friendly and easy to navigate, especially with the majority of consumers researching businesses on their mobile devices. 


By taking the time to make sure your website encourages conversion, you're one step closer to seeing the increase in leads you've been looking for.

Focus on Quality Content

If you want people to take action on your website—whether it’s calling you or filling out a contact form—it's essential to write clear, concise, and actionable content. 

Bombarding visitors with too much information will only overwhelm them, and make it less likely that they'll take the desired action. Instead, focus on writing useful content that's easy to read and digest. 

Be sure to include visible calls to action (CTAs) throughout your site so visitors always know what they need to do to get in touch with you for roofing services.

Roofing CTA Example


These tips will not only make it easier for potential customers to know exactly how to get in touch with your roofing business, but they will also help establish that you are a highly reputable, trustworthy company worthy of their patronage. 

Use Landing Pages to Your Advantage

If your roofing company offers multiple services, you might consider adding separate landing pages on your website for the services you’re targeting with PPC ads. These landing pages are usually linked to from your paid search ads and are designed to encourage a specific action.

By creating pages that are specific and focused, you can give potential customers the information they need to easily make a key decision and boost conversions. 

Plus, with 86% of companies using dedicated PPC landing pages, you can’t afford to not deploy this key tactic. 


After all, if someone is looking for a specific service, they don't want to have to wade through a bunch of general information—they want to be able to find what they're looking for quickly and easily. By having individual site pages, you can direct potential customers to the right place and increase the likelihood that they'll convert into paying customers. 

Plus, site pages can help to boost your organic search ranking for relevant keywords, making it easier for potential customers to find your website organically.

Examples of Roofing Site Pages:

  • Emergency Roofing
  • Roof Repairs
  • Commercial Roofing
  • Residential Roofing
  • Metal Roofs
  • Specialized Roofs

roofing Site Page Example PPC



in conclusion

If you’re looking for an edge on your competition, roofer PPC is a great place to start.

By focusing on the right keywords, tracking your results, and making sure your website is optimized for conversions, you should see a significant increase in leads from PPC ads.

For more detailed information on how to create an effective roofing marketing strategy, download our free marketing guide today! 

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