Google Ads for Roofing Companies in Canada

Updated · By the PPC Pros Canada team

Roofer in hi-vis working on a shingle roof

Why Google Ads works for roofing companies

Roof replacements are among the highest-value home services, and homeowners usually get several quotes. Google Ads gets you into that shortlist, and tracking quotes to signed contracts shows which keywords actually pay.

Seasonal work

Shingle installs slow down in deep winter, but repair and leak calls continue.

Storm-driven demand

Hail and windstorms, common in places like Calgary, create sudden spikes in searches.

Long decisions

Homeowners often get three quotes for a replacement and take weeks to choose.

How we run roofing campaigns

Replacement focus

Most budget goes to replacement searches, with financing and warranty messaging.

Storm response plan

Pre-built storm campaigns that switch on after major weather events.

Contract tracking

Signed contracts imported from your CRM to show which keywords make money.

High-intent roofing searches we target

These searches come from people ready to hire. We replace [city] with each area you serve.

  • roof replacement [city]
  • roofing company near me
  • roof leak repair [city]
  • hail damage roof repair
  • roof replacement cost canada
Campaign structure

How to structure Google Ads for roofing companies

Separate campaigns give each type of work its own budget, ads and landing page, so a high-value job never competes with a small one for the same clicks.

Google Ads Campaigns Example account
+ New campaignCampaign status: All enabled
CampaignStatusTypeBid strategyGoal
Roof replacementroof replacement [city] · new roof cost · asphalt shingle roofing contractor · metal roofing [city] Eligible Search Maximize conversions Inspections and contracts
Repairs & leaksroof leak repair · emergency roof repair [city] · shingle repair near me Eligible Search Target CPA Repair jobs that lead to replacements
Storm damagehail damage roof repair · wind damage roof · roof insurance claim help Eligible Search Maximize conversions Post-storm demand

Negative keywords to add first

These searches look related but rarely become customers. Blocking them from day one protects your budget. We keep adding to the list every week from real search terms.

Google Ads Negative keywords Example account
+ Negative keywordsList: Account-level exclusions
Negative keywordMatch typeLevel
"jobs" Phrase match Account
"roofing course" Phrase match Account
"diy" Phrase match Account
"shingles price per bundle" Phrase match Account
"home depot" Phrase match Account
"roof rack" Phrase match Account
"car" Phrase match Account
"roof top tent" Phrase match Account
"free" Phrase match Account
"how to" Phrase match Account
"calculator" Phrase match Account
"insurance adjuster jobs" Phrase match Account
Seasonality

When roofing customers search in Canada

Canadian weather and calendars move demand. Budgets should follow them instead of staying flat all year.

Keyword Planner Search trends Example account

Relative search demand by month Illustrative, Canada

Jan
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Apr–JunPeakSpring inspections and replacement quotes.
Jul–OctHighMain install season plus storm response.
NovSteadyLast installs before winter. Book spring work.
Dec–MarLowLeak and emergency repairs only.
Budget

How much can you pay per roofing lead?

Your maximum cost per lead comes from your own numbers, not an industry average. Here is the math we use before setting any budget.

Google Ads Settings › Bidding Example account
What do you want to focus on?Conversions
Bid strategyMaximize conversions
Set a target cost per action $563.00

Recommended from your numbers: $4,500 profit per job × 25% of leads that become customers = $1,125 breakeven. We start around half of that.

Worked example: a residential roof replacement

Gross profit per job
$4,500
Leads that become customers
25%
Breakeven cost per lead
$1,125
Starting Target CPA
$563

Example numbers only. We calculate yours from your real job values and close rate before launch.

Landing pages & tracking

Turning roofing clicks into booked work

What we track in Google Ads

Every lead source becomes a conversion action, so Google’s bidding learns from real customers, not clicks.

Google Ads Goals › Conversions Example account
Conversion actionCategoryOptimizationStatus
Inspections booked Book appointment Primary Recording conversions
Quotes sent Submit lead form Primary Recording conversions
Signed contracts and value Qualified lead Primary Recording conversions
Storm campaign leads Submit lead form Secondary Recording conversions
Cost per inspection booked Book appointment Secondary Recording conversions

JobNimbus, AccuLynx and Jobber track the quote-to-contract pipeline for roofers.

Landing page checklist

The page after the click decides whether you get the lead.

  • Material options with photos
  • Warranty details (manufacturer and workmanship)
  • Financing information
  • Storm damage and insurance claim help
  • Inspection booking form
Local Services Ads

Local Services Ads for roofing companies

Roofing is a Local Services Ads category in many Canadian markets. Verification checks licensing and insurance.

SponsoredRoofing Companies near Toronto

Your Business

Reviews

Google Verified

Serves Toronto · Open now

10+ years in business

CallMessage

Another business

Reviews

Google Verified

Serves Toronto · Closes 6 PM

3 years in business

CallMessage

Another business

Reviews

Google Verified

Serves Toronto · Open now

5+ years in business

CallMessage

More roofing companies in Toronto ›

Example layout. Ranking depends on distance, reviews, response rate and hours, not only budget.
Mistakes to avoid

Common Google Ads mistakes roofing companies make

Judging by cost per lead

Roofing leads are expensive but one contract can pay for months. Judge on signed contracts.

No storm plan

Hail and wind events bring a rush of searches. Have campaigns ready to switch on.

Car roof and tent clicks

"Roof rack" and "roof top tent" searches waste budget without negatives.

Google Ads for roofing companies: FAQ

Is Google Ads worth it for roofers?

Usually yes, because one replacement job can cover months of ad spend. The key is tracking leads through to signed contracts.

Should roofers advertise in winter?

Yes, at a lower budget for leak repairs and emergency work, and to book spring replacements early.

How much can a roofer pay per lead?

Use your numbers: gross profit per roof multiplied by your close rate gives your breakeven cost per lead.

Should roofers advertise in winter?

Yes, at a lower budget for leaks and emergencies, and to book spring replacements early.

Can roofers advertise insurance claim help?

Yes, but keep claims accurate. You can help with documentation, but don’t promise coverage outcomes.

Recommended services for roofing companies

Google Ads Management

Canadian Google Ads management built around cost per lead, not clicks. Search, Performance Max, YouTube and Local Services Ads with verified conversion tracking.

Local Services Ads

Get the Google Verified badge and pay per lead, not per click. We set up, verify and manage Local Services Ads for Canadian home service and professional businesses.

Conversion Tracking (GA4 & GTM)

Accurate conversion tracking for Google Ads: GA4, Google Tag Manager, enhanced conversions, call tracking, Consent Mode v2 and offline conversion imports.

Landing Pages & CRO

Fast, focused landing pages built for Google Ads traffic. Conversion rate optimization that lowers your cost per lead without raising ad spend.

Google Ads for roofing companies by city

ON Toronto ON Mississauga ON Brampton ON Hamilton ON Ottawa QC Montreal BC Vancouver BC Surrey AB Calgary AB Edmonton MB Winnipeg NS Halifax ON North York ON Vaughan ON Ajax ON Oshawa ON Peterborough ON Kitchener ON Waterloo ON London BC Burnaby BC Langley BC Victoria

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