Google Ads for roofing companies.

What's specific to this niche

Google Ads works differently for Roofing.

Roofing clicks are among the most expensive in home services, so paid search only works when a costly click can be traced to estimate quality and project margin. Storm surges and insurance-vs-retail intent make bidding and budgeting a moving target.

In the storm-driven model the click never becomes a lead — the doorstep does — so cost per lead is undefined for the campaign that matters most. Its job is to raise the close rate of the crews knocking, because after a serious storm three or four roofers walk the same street in the same week and the homeowner picks the one they have already heard of. Measure it the only way that works: two adjacent ZIP codes, same storm, same crew, one with a campaign and one without.

Average ticket

~$15,000, at a mid-teens margin — the lowest percentage in home services, and still one of the highest ceilings per customer

Seasonality

Storm-driven, not calendar-driven; the hard part is the quiet stretch between

Best channels

Reach into storm ZIPs, search for planned work, LSA where licensing supports it

What clients search

"storm damage roof repair", "roof replacement cost", "does insurance cover roof replacement"