Is a $150 Lead Worth It?

Google Ads for Roofers and Water Damage Pros Explained

By Dipa Gandhi

 

 

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In industries like roofing and water damage restoration, paying $100 or more for a single lead through Google Ads is not uncommon. The prices are steep, and many business owners are left questioning whether the return justifies the investment. With budgets being stretched and competition growing fiercer by the day, it’s a critical concern—one that can make or break a small service business.

Rising Costs, Rising Stress

Let’s face it: Google Ads isn’t cheap. And in high-demand emergency services like roofing and water damage restoration, the cost per click (CPC) can spike drastically, sometimes reaching $50 to $150 per click. That doesn’t even guarantee a lead—just a chance at one.

Why so expensive?

• High competition: When multiple contractors bid on the same keywords (e.g., "emergency roof repair"), prices surge.
• Search urgency: Google knows customers are ready to act fast when they need a new roof or flood cleanup—so the platform monetizes that urgency.
• Ad fatigue: If your ad isn't dialed in and your landing page isn't converting, even high spend won’t help you.

Consider Josh, a roofer in Houston, who burned through $2,000 in one month on Google Ads and booked only two jobs. The leads weren’t bad—but the cost per sale was just too high to sustain. He paused his campaign, frustrated and skeptical of ever turning a profit from paid ads.

Where Most Contractors Go Wrong

Here’s the hard truth: Google Ads can be profitable—but not without precision. Many contractors treat it like a slot machine, throwing in cash and hoping for a payout, but creating winning campaigns requires strategy, tracking, and optimization.

Here are common mistakes that lead to overspending and underperforming campaigns:

• Poor keyword targeting: Bidding on broad terms like "roof repair" invites unqualified clicks.
• Weak landing pages: If your page doesn't build trust fast—through testimonials, clear contact info, and a compelling offer—visitors bounce.
• No call tracking: Without tracking which clicks turn into calls and which calls turn into customers, it’s impossible to know what’s working.
• Lack of negative keywords: Forgetting to block irrelevant searches (e.g., “DIY roof repair”) means paying for clicks that will never convert.

Turning High Costs Into High ROI

Now let’s flip the script. While some contractors struggle, others thrive—even in these high-cost niches. Take Lisa, a water damage pro in Florida. She started small, testing a tightly focused campaign with only a few high-intent keywords like “emergency water cleanup Sarasota.” Her ad copy spoke directly to homeowners in distress, and her landing page was laser-focused on conversion.

The result? She averaged $120 per lead and closed 1 out of every 3, booking $6,000+ jobs from a few hundred dollars in ad spend. For Lisa, the math made sense. Her profit per job far outweighed the cost per lead.

Here’s how high-cost ads become worth it:

• Focus on high-ticket services: If your average job is $5,000 or more, paying $150 for a qualified lead is a small price.
• Dial in your ad and landing page: Strong offers, urgency, and trust-building elements boost conversions.
• Track religiously: Use call tracking and lead attribution tools to measure real ROI—not just clicks.
• Test small, scale smart: Start with a controlled budget, identify what works, then scale up slowly and strategically.

So, Are Google Ads Worth It?

They can be. But they’re not set-it-and-forget-it. Contractors who treat Google Ads like a long-term investment—one that needs daily monitoring, smart bidding, and constant refinement—can absolutely make it work, even in the most competitive industries.

But if you’re winging it without tracking, optimization, or a high-converting website, then yes—Google Ads can feel like pouring money down the drain.

For contractors willing to play the long game and build a system that works, Google Ads becomes more than just an expense. It becomes a revenue engine.