Home / Google Ads for roofers
Google Ads for roofers, run by seniors — measured to the pound.
Roofing clicks run £5 to £8 each, and no trade burns budget faster when those clicks are wasted. The work is high-ticket enough to carry a £330–500 cost per booked job — the typical UK band — but only with tight geography, budgets that follow storm season, and every phone call tracked. We cut the waste and measure every pound back to a job on the book.
From £950/month · no contracts past month three
At £2,800 a month in clicks, a typical ~£35 lead buys about 80. Get the same 80 at £20 and roughly £1,200 a month comes free — more than the fee. Worked in full on the pricing page (LocaliQ 2026 framing).
Read-only access · in writing within 48 hours
Roofing can afford Google Ads. It cannot afford the waste.
A £330–500 cost per booked job sounds steep until you set it against what a roof is worth — it is the highest band in the trades, and the ticket carries it. What the ticket does not carry is paying the band plus the leaks. At £5–8 a click, roofing budgets burn faster than any other trade's when the account is loose, and the leaks are nearly always the same six:
- DIY searchers. "How to fix a leaking roof", "roof sealant", "can I replace roof tiles myself" — real clicks, charged in full, and the ladder they climb is their own.
- Product searches. "Roof tiles for sale", "EPDM rubber roll", "roofing felt prices" — broad match happily sells these to a roofing contractor as if they were customers.
- Job hunters. "Roofing jobs", "roofing labourer wanted", "roofer salary UK" — they will never book a survey, and the account pays for them anyway.
- The wrong postcode. A click from forty miles outside your patch costs exactly what a click from the next street costs. Loose radius settings pay for both without blinking.
- Budgets that ignore the weather. Roofing demand spikes after autumn gales and named storms, and quietens when the sun is out. A flat daily budget starves the surge and overspends the lull.
- Calls nobody counts. A homeowner with water coming through the ceiling phones — they do not fill in a form. If calls are not tracked, the account optimises towards the wrong searches.
Do the maths at trade prices. At £5–8 a click, forty wasted clicks is £200–320 — and an unpoliced broad-match campaign in roofing gets through forty wasted clicks in days, because the search volume is there in a way it is not in quieter trades. That is why the first thing we produce is the 12-Point Wasted-Spend Audit: your live account, read-only access, findings in writing within 48 hours.
Context: typical UK cost-per-job bands from paid search put Roofing at £330–500 — above Plumbing at £200–260, Drainage at £150–220, Driveways at £140–250 and Pest at £70–100 (typical UK bands, not promises). The band is not the problem. The band plus the waste is.
What we run for roofing companies
Roofing PPC is not a different discipline. It is the same discipline with the geography drawn tighter and the phone taken seriously. Three things carry the account:
Your patch, and only your patch
Radius and postcode targeting matched to where you will actually send a scaffold, with location-intent negatives for the towns you will not. Separate bids for the core of your patch and its edges, and separate campaigns for the work you want more of — repairs, full re-roofs, flat roofing — so budget follows the jobs worth winning.
Budgets that follow the weather
Demand for roofers is seasonal and storm-driven: it surges after autumn gales and named storms, and planned re-roof enquiries build through spring and summer. We move budget and bids with that demand — and when your book is full, we throttle rather than keep buying leads you cannot serve.
Call-first tracking
Most roofing enquiries arrive by phone, and the urgent ones almost all do. We track calls and form fills back to the keyword that produced them, then land each searcher on a page for their job type rather than your homepage. Budget follows booked jobs, not clicks — measured to the pound, reported in writing every month.
Run by seniors, start to finish. Your account is handled by one of three senior marketers. No juniors, no hand-offs, no account manager between you and the person doing the work.
William Thomas · David Peters · Amalie LinesThree senior marketers. Every account is one of ours.
Emergencies do not wait for slow pages. A homeowner watching water come through the ceiling gives your page seconds, not minutes — then phones whoever loads.
Page speed feeds Google’s Landing Page Experience score, one of three inputs to Quality Score alongside expected click-through rate and ad relevance. A higher Quality Score lowers what you pay for the same ad position — so a slow page shows up as a higher CPC and a worse CPA before a single bid has changed.
We also run our own account, in one of the UK’s most competitive PPC categories — Google Ads management and PPC agency search terms, where agencies bid against each other for the same clients. Our own cost per conversion runs comfortably under the LocaliQ 2026 cross-industry average; we do not publish the exact figure, for the same reason we do not publish our clients’ either.
Our conversion rate against the sector average
We do not have a roofing case study, and we publish what we can evidence and only that. What we can put in front of you is the gap between our measured conversion rate and the published search-ads average for roofing — a trade that converts worse than almost any other on the list.
Average search-ads conversion rate for Roofing & Gutters — a direct category match, and the lowest in the home services report.
LocaliQ 2025 Home Services benchmarksOur own average conversion rate, across every account on all three desks.
Live account data, anonymisedConverting 4.5x better, the same number of enquiries off the same clicks costs £2,172 a month less.
4.5x = 16.5% divided by 3.70%Read it as a record, not a forecast. Roofing converts at 3.70% against a 7.33% home services average, from 3,211 campaigns run April 2024 to March 2025 (LocaliQ 2025 Home Services benchmarks). Homeowners gather more quotes for a roof than for any smaller job, which is why the figure sits where it does — and why the £330–500 cost per booked job is what it is. Our 16–17% is measured across the accounts we run today, which are automotive and industrial, not roofing firms. The gap is evidence about how we build accounts; the audit is what tells you whether yours has it.
Pricing for roofing companies
From £950 a month on top of your media budget, and you can leave after month three. This page is written for roofers spending £1,000 or more a month on ads — at roofing's £5–8 clicks, that is where there is enough data to manage properly and enough waste to be worth removing.
From £950 /month
- Campaign structure by job type — repairs, re-roofs, flat roofing — built or rebuilt
- Radius and postcode targeting matched to your actual patch
- Weekly search-term policing and negative keyword lists
- Seasonal budget scheduling that follows storm-driven demand
- Call and form tracking wired back to the keyword
- Written monthly reporting, measured to the pound
- No contracts past month three
Worked maths: £2,000 of media at £6 a click buys around 330 clicks a month. If a quarter go to DIY searchers, job hunters and postcodes you do not cover — common in unpoliced trade accounts — that is £500 burned, more than half the retainer, before any conversion work has started.
And it compounds: every pound of waste removed is re-spent on searches that can become booked jobs, month after month.
Not sure the account needs a retainer? Start with the audit. If your setup is already tight, we will say so in writing and you have lost nothing.
Questions roofers ask us
How much does a roofing lead cost on Google Ads?
Expect a cost per booked job in the £330–500 range — that is the typical UK band from paid search, not a promise, and repairs usually land cheaper than full re-roofs. It is the highest band in the trades, and the ticket size is what makes it work. For context, LocaliQ's 2026 cross-industry search averages sit near £50 per lead at an 8.18% conversion rate.
Why is roofing more expensive per job than other trades?
Clicks cost £5–8, homeowners gather more quotes for a roof than for a blocked drain, and the search volume attracts every roofer in the region into the same auction. The same typical UK bands put Plumbing at £200–260 and Pest at £70–100 — roofing sits above both, and a single booked re-roof is worth far more than either. The job is not to escape the band; it is to stop paying the band plus the waste.
Can you keep my ads inside the area I actually cover?
Yes — that is half the work in roofing PPC. We set radius and postcode targeting to where you will genuinely send a crew, add negatives for the towns you will not, and bid the core of your patch harder than its edges. You approve the map before anything goes live.
What happens to the account in storm season?
Budgets move with demand rather than sitting flat. When autumn gales or a named storm push repair searches up, we open the budget and bid for the surge; when you are booked weeks out, we throttle rather than keep buying enquiries you cannot serve. A flat daily budget does the opposite of both, which is why so many roofing accounts underperform exactly when the phone should be busiest.
Most of our work comes in by phone. Can you measure that?
Yes, and in roofing you must — urgent enquiries phone, they do not fill in forms. We track calls and form fills back to the keyword and advert that produced them, so the account optimises towards searches that become surveys and booked jobs. Tracking numbers simply forward to your usual line; nothing about how you answer changes.
We spend under £1,000 a month. Is this for us?
Probably not yet, honestly. At £5–8 a click, a smaller budget buys too few clicks for the data to steer decisions, and a management fee sits too heavy on top of it. The audit is still open to you — findings in writing within 48 hours, yours either way — and it will tell you plainly whether your spend is ready for management or better left as it is.
Find out what your roofing clicks are actually buying
The 12-Point Wasted-Spend Audit, built from your live account. Findings in writing within 48 hours, yours either way.
Read-only access · in writing within 48 hours