Google Ads for roofers
Roofing leads at $30-80 each. Storm-responsive bidding that captures demand when it spikes.
The challenge
CPCs of $10-35/click eat budgets fast
"Roof repair near me" costs $15-35/click in competitive markets. "Roof replacement" runs $10-25. A few bad clicks at lunch and your daily budget is gone before the afternoon storm rolls in.
Storm-chasing competition spikes costs overnight
After a major hail or wind event, every roofing company in the region floods Google Ads. CPCs can double or triple in 24 hours. If you're not adjusting bids in real time, you either overpay or get pushed off page one entirely.
Weather-dependent demand is unpredictable
Roofing demand tracks storms and seasons, not a predictable calendar. A mild winter means slow Q1. A hail storm in June means your phone rings for three weeks straight. Flat monthly budgets can't keep up with this pattern.
Lead quality separates winners from losers
Half the people clicking your ads want a free estimate they'll never act on. The other half have insurance claims and need a roof this month. Without proper qualification in your landing pages and ad copy, you waste time quoting jobs that never close.
How Fullrun helps
Roofing math is compelling. At $25/click average and 8% conversion rate, you're paying about $312/lead before optimization. The average roof replacement is $8,000-15,000. Even at $312/lead, that's a 25:1 return or better. The goal is pushing that lead cost down to $30-80 through better targeting.
Fullrun separates campaigns by service type: repair, replacement, and emergency. Repair campaigns target homeowners with leaks and minor damage. Replacement campaigns go after people actively shopping for a new roof. Emergency campaigns run with higher bids during and after storms to capture urgent demand while competitors scramble to adjust their accounts manually.
Geo-targeting matters more in roofing than almost any other vertical. After a hail event, Fullrun targets the affected zip codes with storm-specific ad copy and landing pages. Aggressive negative keywords block "roofing jobs," "roofing materials," "DIY roof repair," and "roofing salary" — keeping spend focused on homeowners who need a contractor.
Frequently asked questions
- How much should a roofing company spend on Google Ads?
- $1,500-5,000/mo depending on your market and whether storm season is active. In calm months, $1,500 is enough to keep a steady pipeline of repair and maintenance leads. After a major storm, you should be prepared to scale to $5,000+ to capture the surge in demand before competitors take all the clicks.
- What does a roofing lead cost from Google Ads?
- $30-80 per lead. At $25/click average and 8% conversion rate, the baseline is around $312/lead before optimization. Fullrun brings that down by blocking low-intent searches, focusing on high-converting keywords, and adjusting bids based on conversion data. Optimized campaigns consistently hit the $30-80 range.
- How does Fullrun handle storm-chasing demand?
- When a major weather event hits your service area, Fullrun detects the surge in search volume and increases bids to maintain visibility. It also spins up geo-targeted campaigns focused on the affected zip codes. After the initial rush subsides, it scales back to normal budgets. You capture the storm demand without manually babysitting your account.
- How long until I see results?
- First leads within the first week. But roofing has a longer sales cycle — someone might get three quotes before choosing. The AI needs 3-4 weeks to learn which keywords and areas produce leads that actually close. By month two, cost per lead should drop 20-35% as the system focuses spend on what works.