THE RULE THE PRODUCT IS BUILT AROUND
Split on urgency and buyer, not on keyword wording.
Storm damage repair and a planned full replacement become separate groups automatically, because a specialist would never serve them from the same ad.
ROOFER MARKETING
Where do Google Ads search campaigns actually fit into roofer marketing?
An honest scope of where paid Google search fits for a roofer, not a pitch to replace everything else.
Sources checked October 3, 2026.
THE BUDGET QUESTION
How much should a roofer spend on marketing?
A commonly cited range is 5% to 12% of gross revenue on total marketing spend, scaling toward the higher end during storm or damage season when demand spikes. That figure covers everything, not just paid search, Google Business Profile work, referral incentives, and advertising together.
Within that total, the harder question is which channel gets which share. Free and low-cost local work, a complete profile, review collection, referral programs, usually comes first. Paid search earns budget for the demand that free channels can't reach: someone actively comparing roofers for a specific job today.
THE CHANNEL QUESTION
Should a roofer use Google Ads or Local Services Ads?
Local Services Ads charge only when a homeowner calls or messages directly, which fits emergency and repair searches well. Google Ads search campaigns work differently: broader keyword control, a dedicated landing page per job type, and room for considered-purchase searches like a full roof replacement, where someone compares three or four roofers over days, not minutes.
WHAT NEVER GETS A CLICK
What should never be allowed to spend money on a roofing account?
Real searches that look roofing-related and aren't a customer.
Roofing jobs
Someone looking for work, not hiring a roofer.
How to install shingles yourself
A DIY searcher, not a booking.
Roofing contractor license requirements
Research, not a customer.
Roof repair cost calculator (generic, no location)
Early research, often not local.
Broad match generally
Phrase and Exact only. Broad match can turn any of the above into real cost.
WHAT A REAL STRUCTURE LOOKS LIKE
What does a specialist account structure actually look like for a roofer?
| Job type | Ad group | Landing page focus |
|---|---|---|
| Storm damage, active leak, emergency repair | Emergency Roof Repair | Phone number first, answers 'can you come now' |
| Full roof replacement | Roof Replacement | Pricing clarity, material options, timeline |
| Roof inspection, pre-sale or insurance | Roof Inspection | What's included, how fast it's scheduled |
| Gutter or flashing repair | Gutter and Flashing | Scope clarity, same-day framing where real |
HOW VETTEDAD HANDLES THIS
How does VettedAd handle this for a roofing business?
The split in section 5 isn't a manual request. It's how the product forms ad groups by default, the same discipline whether the business is emergency-driven or considered-purchase-driven.
Illustration only. Not real account data.
Different buyer, different ad, different page.
Broad match never ships.
Phrase and Exact only, for every ad group, every time.
Low-intent searches are removed in code.
Career, DIY, and definition searches don't make it into the account.
Nothing launches without your yes.
Account structure is proposed, not pushed live automatically.
BEING STRAIGHT ABOUT IT
What will it never do for a roofing account?
Replace Google Business Profile or referral work.
Those come first. This product covers paid Google Ads search campaigns specifically.
Launch anything without your yes.
Account structure is proposed, not pushed live automatically.
Invent a job count or close rate.
No stats without a real, sourced number behind them.
Run Display or Search Partners by default.
Search only, unless deliberately opted into Advanced settings.
FROM REAL ACCOUNTS
What do we know that a general guide wouldn't?
Storm season is where a roofer's account either earns its keep or quietly wastes a month's budget. The same ad group that handles 'roof leak repair near me' in June can't handle it in a week after a hailstorm, when search volume multiplies and half of it is homeowners who already called someone else by the time the ad loads.
The fix isn't bidding harder during a spike. It's having the structure already in place before the spike hits, a dedicated emergency ad group, tracking that shows which call actually converted, and a landing page that answers 'can you come today' in the first line, not buried under a company history section. VettedAd builds that structure by default, so it's already there when the storm is, not assembled after the leads have gone cold.
FAQ
What do people ask about roofer marketing?
Start with the free and low-cost basics: a complete Google Business Profile, consistent review collection, and referral incentives, since referrals close faster than cold leads. Paid advertising, Local Services Ads or Google Ads search campaigns, earns its budget on top of that, for demand the free channels don't reach.
Local Services Ads suit emergency and repair searches well, charging only for a direct call or message. Google Ads search campaigns suit considered-purchase searches like a full replacement, where someone is comparing options over days, with a dedicated ad group and landing page per job type.
A commonly cited range is 5% to 12% of gross revenue on total marketing spend, scaling toward the higher end in storm season. That covers free and paid channels together, not advertising alone.
Often both, for different jobs. Local Services Ads fit urgent, call-now searches. Google Ads search campaigns fit considered-purchase searches that need more than a phone number to win.
Broad match, and searches like 'roofing jobs' or 'how to install shingles yourself', these aren't customers and waste budget fast.
No. VettedAd works on Google Ads search campaigns specifically. Profile and review work sit outside what this product does.
The split between urgent and considered-purchase work isn't unique to any provider. The difference is that nothing launches without your approval, and the rules are the same for every account, not dependent on who's managing it that week.
Want your roofing account built this way?
Start a free trial. Nothing launches without your yes.
Google Ads is a Google product. VettedAd is not affiliated with Google.