Roofing PPC Agency

Egochi manages PPC for roofing contractors, on its own or as the paid arm of a full roofing marketing program, in a market where replacement keywords rank among the priciest clicks in home services. At those prices, waste control is the whole program. We run exact-match discipline instead of broad-match sprawl, prune negative lists weekly, surge bids into storm-hit geographies the day hail maps light up, and manage Local Services Ads alongside search. Repair, replacement, and commercial clicks each land on a page built for that job, because one landing page cannot sell three different jobs. Paid buys the surge; roofing SEO holds the ground between storms. Every call is tracked through to signed estimates, so the report shows which keywords produce work, not just phone rings. Management starts at $1,500 monthly, with ad spend separate and always in your own account. Start with a free audit of your current campaigns.

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Where Roofing Ad Budgets Are Won and Lost

Four spend decisions that separate booked jobs from burned budget.

Broad match is where roofing budgets die

Broad match on repair terms buys DIY searches, job hunters, and homeowners three states away. On clicks this expensive, we build campaigns on exact and phrase match with negative lists pruned weekly, because in roofing the cheapest click you buy is the one you refuse.

Bids should follow the hail map

Roofing demand is geographic and sudden. When severe weather hits part of your service area, bids in those zip codes should surge within hours while untouched towns pull back. A flat, set-and-forget budget spends the storm week like an ordinary one and misses the cheapest conversions of the year.

LSAs and search ads do different jobs

Local Services Ads charge per lead, sit above everything, and lean on your reviews and dispute handling. Search ads buy the intent LSAs cannot reach, like commercial and insurance-claim queries. Running both, and knowing which job each does, beats pushing one format to do everything.

Signed estimates are the only metric that counts

A cheap lead that never books is expensive. We track calls and forms through to signed estimates in your CRM, then move budget toward the keywords producing actual jobs. Cost per lead falls out of the report; cost per signed estimate decides where the money goes.

Roofing contractor working on a residential roof

What's Inside a Roofing PPC Plan

Waste control at every step from keyword to signed estimate.

Exact-Match Search Campaigns

Tightly themed campaigns for repair, replacement, and commercial terms, built on exact and phrase match with negative lists tuned every week.
Storm-Geo Bid Surges

Bid and budget rules that ramp spend into storm-hit zip codes within hours of severe weather, then step back down as demand normalizes.
LSA Management

Local Services Ads setup and weekly upkeep: review responses, lead disputes, and budget balancing against your search campaigns.
Per-Service Landing Pages

A dedicated page for repair, replacement, and commercial clicks, each written for its buyer, which raises Quality Scores and lowers cost per estimate.
Call Tracking to Signed Estimates

Every call and form recorded, scored, and matched to outcomes in your CRM, so keywords get judged on jobs booked, not phone rings.
Waste-Line Reporting

A monthly report that names what was cut: the search terms blocked, the zip codes throttled, and where the reclaimed budget went instead.

How We Take Over a Roofing Ad Account

Account and tracking audit

We pull your search-term report, quantify the spend going to searches that could never book a roof, and check whether calls and forms can be traced to signed estimates at all.
Rebuild by job type

Repair, replacement, and commercial terms get their own campaigns, budgets, and landing pages, built on exact and phrase match with negative lists started from day one.
Storm campaigns parked and ready

Storm-damage campaigns are written, approved, and paused, with geo bid rules attached, so activation after severe weather is a decision that takes minutes, not a build that takes days.
LSA setup and upkeep

Local Services Ads get profile work, a review flow, and weekly dispute filing, since the format bills per lead and quietly overcharges accounts nobody manages.
Budget follows signed work

Each month we match spend to estimates signed in your CRM, cut the terms that ring phones without booking jobs, and document every change in plain language.

Fair Questions Roofers Ask About PPC

We tried Google Ads and the calls were junk. Why would this differ?

Junk calls are usually a structure problem: broad match buying DIY and job-seeker searches, no negative lists, and every click dumped on the homepage. The fix is not more budget; it is match-type discipline, per-job landing pages, and weekly pruning. An audit of the old account shows exactly where the junk came from.

Are these click prices even worth paying?

They are priced by what a job is worth. A replacement that nets five figures can carry a click that costs more than most industries pay per lead, as long as the account is not leaking spend on the wrong searches. The math fails when waste runs high, which is why waste control comes before scaling.

Can we just run Local Services Ads and skip search ads?

LSAs are a strong lead source for residential repair and replacement, and some roofers do run them alone. What they miss: commercial intent, insurance-claim searches, and any control over messaging. Most accounts we manage pair the two, with LSAs taking the simple demand and search covering everything LSAs cannot express.

Should we pause everything in the slow season?

Throttle, not kill. Accounts that go fully dark lose momentum and data, then restart from scratch when storms return. Keeping a small always-on budget for repair terms holds your Quality Score history and keeps the phone warm, while the surge budget stays in reserve for weather.

Common Mistakes to Avoid

Letting broad match run without a weekly search-term review, which quietly buys job applications and DIY questions at replacement-keyword prices.
Sending storm, repair, and commercial clicks to the same homepage and wondering why Quality Scores and conversion rates both sag.
Judging the account on cost per lead while nobody checks which leads signed, so budget flows to keywords that ring phones and book nothing.
Running call extensions around the clock when nobody answers after six, handing paid after-hours callers to the next roofer down the page.
Skipping LSA lead disputes, so out-of-area and wrong-service leads bill at full price month after month.

See How Egochi Works

A short look at how our team plans, builds, and reports on client work.

Is This Right for You?

This is for you if

You already spend on Google Ads but cannot say which keywords produce signed jobs.
You want spend that surges when storms hit your service area instead of a flat monthly budget.
You sell repair, replacement, and commercial work and want each measured separately.

This may not be the right fit if

You want a promised cost per lead or a guaranteed ad position. Auction prices move; anyone promising a fixed number is guessing.
You cannot answer the phone during a surge. Ads buy calls, and unanswered calls are the most expensive waste of all.

See the work: Home & garden case studies · PPC case studies

What Clients Tell Us

Storm season used to be our only busy time. Now we get steady leads year-round for roof replacements and repairs. Egochi’s local SEO and PPC work has transformed our business.

Kevin Anderson September 2024

More client reviews

The Complete Roofing Program

This page is one part of a five-part program. Each piece works alone and works better together.

Common Questions About Roofing PPC

How much does roofing PPC management cost?

Egochi's roofing PPC management starts at $1,500 monthly, with ad spend separate and billed by Google in your own account. You keep the account and its history if we ever part ways. The audit shows how much of your current spend is recoverable waste before you commit.
Why are roofing keywords so expensive?

Replacement jobs run five figures, so contractors can pay a lot per click and still profit, and national lead sellers bid the same terms to resell your own market back to you. That auction pressure is why match-type discipline and negative lists matter more in roofing than almost anywhere.
Are Local Services Ads worth it for roofers?

Usually yes, with management. LSAs sit above regular ads, charge per lead instead of per click, and lean on your review profile. The catch: lead disputes and ranking upkeep take weekly attention, and LSAs cannot reach commercial or insurance-claim intent, so they work best paired with search.
How fast can roofing ads ramp up after a storm?

Hours, if the account was built for it. We keep storm campaigns pre-approved and paused, with landing pages live and bid rules ready, so activation is a switch, not a build. Starting from nothing after the hail means days of setup and ad review while competitors take the calls.