Roofing companies · Google Ads
Google Ads for roofing companies
One storm and roofing searches go from quiet to frantic. Arête runs Google Ads for roofers that turn emergency spend up and down with the weather, while your re-roofing campaigns run steadily in the background. All for one fixed monthly fee.
From £199 per month, fixed fee
The situation
Why your customers are searching.
Roofing searches cover everything from one slipped tile to a full re-roof. Treat them all the same and your account spends as happily on the small jobs as the big ones. Then a storm hits. Demand rises faster than any crew can respond, and falls back just as fast.
What sends them looking
- A storm or a week of heavy rain brings a sudden rush of leak, slipped-tile and flashing calls.
- Spring and summer need filling with planned re-roofing and flat roof work.
- You've become an approved installer for a flat roof system such as GRP or EPDM, and want the enquiries to match.
- Too many enquiries are small repairs miles outside the area your crew can cover efficiently.
- You've added a second crew and need bigger jobs to keep both busy.
The problem
What costs roofing companies work.
Where the work slips away
- Emergency and planned roofing need handling separately: the storm-damage caller wants someone today, the re-roof customer wants a detailed written quote.
- Homeowners can't see the problem themselves. They lean on your photos, explanations and reviews to judge whether a repair is needed at all.
- Storm weeks bring more calls than one crew can handle, then demand drops away just as fast. That makes budgets and staffing hard to plan.
- Searches mix high-value re-roofs with small jobs like gutter clearing, and an untidy ad account pays for both without telling them apart.
- Stock photos of roofs give a homeowner nothing to judge you on. A gallery of your own jobs, sorted by roof type, gives them plenty.
What makes customers hesitate
- Homeowners worry they'll be sold a new roof when a repair would do.
- Customers want to know if a guarantee still means anything should the company stop trading. That's why insurance-backed guarantees come up so much.
- People with storm damage want to know if you can supply photos and a written report for their insurer.
- Plenty of customers are wary of roofers who knock on the door. They look for a proper business address and a review history that goes back further than last month.
How it helps
What Google Ads changes.
- Emergency campaigns have their own budget and schedule. Turn them up after a storm, down when the crew's booked.
- Planned-work campaigns go after re-roofing, flat roof replacement and chimney searches, and send them to quote-led landing pages.
- Call tracking shows which searches end in booked roofing jobs, beyond the raw call count.
- DIY repairs, roofing supplies and services you don't offer are all excluded.
What you get
Separate emergency and planned campaigns
Leak and storm-damage ads kept apart from re-roof and flat roof ads, each with its own budget.
Storm-week budget plan
An agreed plan for raising, capping or pausing emergency spend when the weather turns and the diary fills up.
Call tracking with minimum length
A call only counts against a campaign once it lasts long enough to be a proper enquiry.
Roofing negative keyword lists
Exclusions for materials suppliers, DIY guides, roofing jobs and courses, and anything you don't do.
Service-area targeting by job type
Location settings built around the towns you can reach, with a tighter radius for emergency work than for planned jobs.
Measurement
The enquiries that count, tracked properly.
What counts as an enquiry
- A call from a mobile search about a leak or storm damage, traced to the ad or listing that sent it.
- A re-roof or flat roof quote request with the postcode, roof type and a few photos taken from the ground.
- A booked roof survey or inspection.
What gets tracked
- Cost per tracked call for emergency work, reviewed after every storm.
- What each re-roofing and flat roof quote request costs you.
- Search terms grouped by job value, so spend can shift towards the bigger jobs.
- Missed calls from ads, so bids can be lowered when no one is free to answer.
Worth knowing
What customers check, and the rules to follow.
What customers look for before they call
- Project galleries sorted by roof type (pitched tile, slate, flat, chimney, leadwork), each with the town named.
- Accreditations that apply to your work, such as NFRC membership, TrustMark registration, CompetentRoofer or approved installer status with a flat roof system manufacturer.
- Your guarantee on workmanship and materials: how long it lasts, and whether it's insurance-backed.
- Public liability insurance stated up front, next to the business's registered details.
- Photos from the roof that show the customer the problem before any work is agreed. Few things build trust faster.
Rules worth knowing
- Re-roofing can fall under Building Regulations, and members of a competent person scheme can self-certify some of that work. It's worth saying which scheme applies to you.
- Claims like 'fully insured', 'insurance-backed guarantee' or 'approved installer' must be accurate, because UK advertising rules expect claims to be backed by evidence.
- Quotes agreed in a customer's home are usually treated as off-premises contracts. These carry cancellation rights under consumer law, and your paperwork should reflect them.
- Roofing runs on the weather. Ad budgets and response promises need to flex with the forecast and the diary.
Straight answer
Is it right for you?
Roofers who answer the phone and want a hand on the tap, turning emergency and planned work up or down to suit the diary. That's who this is for.
Made for
- Roofing companies that can respond to storm-damage calls quickly within a defined area.
- Firms wanting to fill spring and summer with planned re-roofing and flat roof jobs.
Not for
- Roofers who don't yet have a website or landing page that makes calling easy.
- Businesses that can't flex capacity. Storm demand can arrive faster than a small crew can handle.
Starting price
From £199
per month, fixed management fee
What moves the price
- Number of campaigns, services and locations
- How much conversion tracking is already in place
- Landing page needs
- Reporting frequency and depth
Your ad budget is separate. It goes straight to the platform and is never marked up.
Questions
Google Ads for roofing companies: your questions answered
Should roofers bid on emergency roofer searches all year?
Keep a small, tightly targeted emergency campaign ticking over, then scale it up when bad weather arrives. Switch it off completely and you can face a slow start when a storm hits. Let crew availability steer budgets and schedules as much as the forecast does.
Can Google Ads target re-roofing without paying for small repairs?
Mostly. Keywords, ad copy and landing pages can all focus on re-roofs and flat roof replacements, while negative keywords shut out many small-job searches. Some repair enquiries will still slip through. They can turn into bigger work once you've inspected the roof.
Start a conversation
Tell Arête about the business and what currently feels missing.
You will receive a direct reply with the most sensible next step, even if that means recommending that nothing needs changing yet.
A direct reply
A personal reply, usually within one working day. No sales script, no chasing.
A short conversation
A look at the business, your current website and what a good result would look like for you.
A clear recommendation
The leanest sensible next step, with fixed scope and a fixed price. Sometimes that's nothing yet, and you'll be told so.
Prefer email? Write to info@aretemarketing.co.uk.