Roofers looking to grow their business might think Google Ads are only for big companies. But actually, using these online ads can really help increase leads and bring more work to your doorstep. While many roofers may worry about spending money on ads, Google Ads can be a great tool if used correctly. Following the right steps can make this investment work for you rather than against you.
Setting up Google Ads is much like nailing down a roofing job. Get the basics right and the rest becomes more straightforward. This guide shows how roofers can use Google Ads in a practical, cost-effective way. You’ll find easy methods that help you get more jobs coming in without draining your budget.
Setting Up Google Ads for Roofers
Getting started with Google Ads doesn’t have to be overwhelming. By focusing on a few key pieces, you’ll have a solid foundation that supports your business and brings in real leads.
Choosing the Right Keywords
This step is all about getting into your customer’s head. What would a homeowner type into Google when they need a roofer? Think simple and local. Phrases like “emergency roof repair in Barrie” or “roofing contractor near me” are examples that work well. These kinds of terms help you catch people who are actually looking for your services—not just browsing.
Crafting Effective Ad Copy
The best ads aren’t the fanciest—they’re the clearest. Use everyday language that speaks directly to the problem the homeowner is facing. For example, “Missing shingles? Call now and get a free quote” works better than something vague like “Professional roofing solutions.” You want them to know what you do and what to do next—call, click, or book.
Setting a Realistic Budget
You don’t need to throw your whole marketing budget into ads right away. Choose a daily spend that feels safe and manageable. Start with enough to test what works and what doesn’t. After a few weeks, check performance: which keywords are converting, which ads are getting clicks, and how it’s affecting your lead flow. Adjust from there.
By using local keywords with strong copy and giving your budget room to breathe, your ads will begin to build traction with less waste.
Tips to Avoid Wasting Money on Google Ads
Failing to set interest filters, location ranges, or keyword criteria means your budget might vanish without a single solid lead. Here are a few reliable ways to tighten things up.
– Negative Keywords: This removes unrelated traffic. For example, if you don’t work on flat roofs, add “flat roofing” as a negative keyword. You stop paying for unqualified clicks right away.
– Geo-Targeting for Local Leads: Use your service area to your advantage. Set your ads to show only in the towns, cities, or postal codes where you actually work. This stops people from outside your reach from clicking—and costing you—on ads that won’t result in jobs.
– Monitoring and Adjusting Campaigns: Ads aren’t a set-it-and-forget-it task. You can watch performance in your dashboard. Pause ads that aren’t converting and boost the ones that are. Check in on your budget, test new phrases, and refine your targeting every few days.
One Ontario roofer ran ads that didn’t bring in any calls for two weeks. Turns out, their location setting was too broad, and they were getting clicks from regions they didn’t serve. After tightening it to specific cities and refining the keywords, the calls started rolling in—and they didn’t spend a dollar more.
Plugging those leaks makes sure your budget stays where it should: focused on people who can actually hire you.
The Benefits of Using Google Ads Effectively
If everything’s set up right, you’ll see results. Not overnight miracles, but steady growth that builds trust and fills your schedule.
Here’s what using Google Ads properly can lead to:
– Increased leads: When the ads show up for real local searches, your phone rings more—plain and simple.
– Higher conversion rates: The better matched the ad is to the person searching, the more likely they are to call and book.
– Greater brand visibility: Even if someone doesn’t click today, seeing your business name again and again helps build recognition. When they’re ready, there’s a solid chance they’ll think of you.
Ads can become an extension of your word-of-mouth referrals. They meet people where they’re already searching and make it easy to connect with you.
Summertime Advertising: Maximizing Your Campaign in Canada
Summer tends to be the high season for roofing right across Canada. It’s when demand peaks—and so does the competition. If you’re using Google Ads during the warmer months, now’s the time to tighten things up.
Here’s where to focus:
– Speak to common summer problems: things like leaks after storms, missing shingles, or general roof wear that got noticed during spring cleanup.
– Use urgent phrases like “Fix leaks fast” or “Schedule repair before the next downpour.”
– Highlight your open schedule for weekends or long holidays when people are home to talk and plan.
Target older neighbourhoods or pockets where homes are hitting that 20- to 30-year age mark. They’re more likely to need repair or replacement.
And remember—summer schedules can shift fast. Whether it’s a job finishing early or a week filling up unexpectedly, line up your ads so they match your availability. Check and tweak regularly so you stay in control.
Summer is when opportunity knocks. With the right ads in place, you don’t waste money—you make each dollar work harder.
If you’re ready to stop guessing and start getting roofing leads that actually turn into jobs, Funky Moose Digital can help you take the next step with focused, no-nonsense support for your Google Ads. Learn how to get more out of your ad budget through smart, simple strategies built around effective digital marketing for roofers.