Roofing has two very different kinds of demand. There’s the steady, everyday flow of leaks, restorations and replacements. And there are the storm spikes, when thousands of homeowners search for a roofer in the same week. A good advertising plan treats them as two separate jobs.
With roofing work running from a few thousand dollars for repairs to $25,000 or more for replacements, the economics of Google Ads are strong, if the account is prepared.
Two engines: always-on and storm response
Always-on campaigns
These run all year and capture people who search for “roof leak repair [suburb]”, “roof restoration cost”, “roof replacement near me” and similar. They keep a steady flow of inspections booked and build your reviews.
Storm-response campaigns
When severe weather hits, search volume for roof repairs can multiply in hours. The roofers who win are the ones whose campaigns are already built and approved before the storm. I recommend a pre-built storm campaign that can be switched on within an hour of a weather event, with:
- Ads that say “storm damage repairs” and “emergency roof leak”
- A landing page that explains the insurance claim process
- Call-focused settings and rapid-response availability
If you only start building after the storm, you’ve missed the first and best days.
Beat the door-knocker reputation with trust
Roofing has an unfair reputation problem because of cowboy operators who knock on doors and disappear. Homeowners research carefully, and the roofer who looks most trustworthy online usually wins. Your ads and website should show:
- Your licence and insurance details
- Real reviews with photos of real jobs
- Drone footage showing the condition of a roof before and after
- Written warranties
- A clear explanation of how an inspection works
Trust signals convert better than discounts in this trade. Nobody wants the cheapest person on their roof.
Make the most of inspections
A free roof inspection is the natural entry point. It gets you onto the property, lets you show the problem with photos or drone footage, and turns a $400 repair enquiry into a $9,000 restoration conversation when it’s genuinely needed. Your ads can promote it directly.
Then follow up. Many roof quotes sit unanswered for days. Automatic follow-up messages after every inspection recover a surprising number of jobs. See my automation guide.
Insurance work
Storm jobs often involve insurance claims, where price sensitivity is lower and the customer wants someone who understands the process. Content that answers “does insurance cover storm damage to my roof?” ranks well and attracts these jobs naturally.
What does it cost?
Most roofers do well with $1,500 to $3,500 a month in ad spend, higher around storm events. With jobs from $3,000 to $25,000, a small number of extra signed jobs makes the investment worthwhile. My Google Ads cost guide goes into detail.
Get ready before the next storm
I run Google Ads for roofers with storm-response campaigns prepared in advance. No lock-in contracts, you own your account, and you deal with me directly. Book a free strategy call and I’ll set up your storm campaign before the weather does it for you.