How Roofers Can Book More Jobs This Spring with Google Ads
By Dipa Gandhi
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Spring isn’t just for cleaning out garages and planting gardens—it’s also the busiest season for roofing contractors. Homeowners start noticing damage left behind by winter storms. Commercial properties prepare for summer upgrades. And people are searching. The question is: will they find your business, or your competitor’s?
Google Ads offers a direct path to being discovered right when potential customers are actively searching for roofing services. But too many roofing contractors still rely on referrals or seasonal flyers while missing out on high-intent online leads.
Let’s break down how that’s costing your business and what you can do to change it today.
Why “Wait and See” Doesn’t Work in Spring
Every year, homeowners search for roofing services at the same time—early spring through mid-summer. And with weather becoming more unpredictable, demand often spikes with little warning.
But here’s the catch: if your roofing business isn’t positioned at the top of Google results when those searches happen, you’re invisible.
Let’s take Carlos, a roofing contractor in Louisville. Last year, he relied heavily on referrals and door hangers. His team was solid, but the phone didn’t start ringing until late May—by then, larger roofing companies had already scooped up the best jobs.
Meanwhile, another roofer in the same area launched a focused Google Ads campaign targeting keywords like “roof repair near me” and “emergency roof replacement Louisville.” Within two weeks, they booked out their April calendar and had a waitlist forming by May.
Waiting until your competitors are fully booked isn’t a strategy—it’s a missed opportunity.
What Google Ads Can Do for Roofers Right Now
The real power of Google Ads lies in its ability to put your business in front of people who are actively looking for roofing services—today.
When set up properly, Google Ads can:
- Display your roofing business at the top of search results for targeted keywords
- Generate immediate, high-intent leads from local homeowners
- Filter out non-serious inquiries using keyword match types and negative keywords
- Provide measurable ROI—know exactly how much you’re spending per lead
Let’s say you run a campaign with a daily budget of $50 targeting “roof replacement [your city]” and “storm damage roofing.” You might see 5-10 clicks per day. Even if only 1 in 5 calls turns into a job, one $10K roof replacement could pay for the entire month’s ad spend.
Now that’s lead generation with leverage.
Common Google Ads Mistakes Roofers Make (And How to Avoid Them)
Many roofing contractors dabble in Google Ads but give up quickly. Why? Because they fall into these traps:
- Running broad, untargeted campaigns: Ads show for irrelevant searches like “DIY roofing tools.”
- Sending traffic to a generic homepage: Visitors land on a cluttered page with no clear call to action.
- Ignoring the mobile experience: Over 60% of local service searches happen on mobile devices. A slow site = lost leads.
What to do instead:
- Use tightly themed ad groups focused on specific services (e.g., “leaky roof repair” vs. “metal roof installation”)
- Send traffic to custom landing pages with strong calls-to-action, click-to-call buttons, and trust-building elements (like photos and reviews)
- Monitor and optimize weekly. Google Ads isn’t set-and-forget—it’s a living, breathing campaign.
Start Smart: A Spring Ad Strategy for Roofing Businesses
You don’t need a massive budget to make Google Ads work—you just need a smart, strategic launch tailored for spring.
Here’s a starter strategy to build momentum:
1. Keyword Focus
Target terms that spike in spring, like:
Roof inspection after winter
Hail damage roof repair
Emergency roofing service
2. Geo-targeting
Focus on ZIP codes or neighborhoods where your crew can service quickly. This reduces cost and improves relevance.
3. Ad Scheduling
Run ads during peak calling hours (7 a.m. – 7 p.m.) when homeowners are most likely to book.
4. Budget Wisely
Even $20–$30/day can yield results if your campaign is focused.
5. Track Everything
Use call tracking and conversion goals to know what’s working—and what isn’t.
A True Story: From One Truck to Three
Take Darnell, a roofing contractor in Fort Worth. Two years ago, he had one truck, one helper, and no online presence. After partnering with a lead generation service and launching a tightly focused Google Ads campaign, he started seeing consistent calls every week.
Within six months, he hired two more crews. Today, he runs three trucks and doesn’t worry about slow seasons—because he knows his lead pipeline is working year-round.
His words? “I don’t chase leads anymore. They come to me.”
Ready to Own Spring? Here’s Your Next Step
Spring is a window of opportunity for roofers. People are looking. Roofs are leaking. Repairs can’t wait.
Google Ads gives you the power to show up first, connect instantly, and fill your schedule fast. But only if you act.
✅ Set your first campaign goal
✅ Choose 3–5 high-intent keywords
✅ Launch a campaign focused on just one service
✅ Review performance weekly and adjust
Read more on creating winning Google Ads campaigns, the pros and cons of Ads and much more.
Don’t wait for the calls to slow down before doing something. This spring, get ahead—and stay ahead.
