Roofing is one of the highest-value trades for Google Ads. A new roof or major repair can be worth £3,000–£15,000+, meaning even £50 per lead is outstanding ROI. But it’s also competitive. Here’s how to do it properly.
Why Google Ads Works So Well for Roofers
Roofing work is almost always urgent. A leak, a missing tile after a storm, a cracked flat roof — these need fixing now. Customers searching “roofer Leeds” or “emergency roof repair Bradford” are ready to book. That high buying intent makes Google Ads very effective.
The Keywords That Convert for Roofers
- “emergency roofer [your city]”
- “roof repair [your city]”
- “flat roof repair [your city]”
- “new roof installation [your city]”
- “roof leak repair [your city]”
Use Exact Match and Phrase Match. Avoid broad terms like “roofing” — too much wasted spend on irrelevant searches.
Negative Keywords Are Critical
Build an extensive negative list: “DIY”, “how to”, “jobs”, “salary”, “courses”, “apprenticeship”, “materials”. Review your search terms report weekly. Poorly managed negatives can burn 40% of your budget on useless clicks.
Your Roofing Landing Page Must Convert
Your landing page needs: phone number at top (clickable), before/after photos of real roofing jobs, accreditations (NFRC), Google review count, a simple quote request form, and clear service area. Match the landing page content exactly to the ad keyword.
Track Calls, Not Just Forms
Most roofing jobs are booked by phone. Set up call tracking as a conversion. If you only track form submissions, you’re optimising to the wrong signal and your campaigns will underperform.
Realistic Budget Expectations
Roofing keywords cost £5–£25 per click in competitive markets. A £1,000/month budget generates roughly 50–200 clicks. Target a 10–15% conversion rate = 5–30 leads per month. At an average job value of £2,000+, that’s an excellent return.
See our Google Ads service for trades or book a free campaign audit.