Google Ads for roofers, with a budget that follows the weather

Storms set the schedule

A roofing business does not get a steady line of enquiries. It gets weeks of little and then a front goes through and the phone does not stop. A Google Ads account that ignores this either wastes money in the quiet or runs dry in the spike.

We split the account into campaigns that behave differently. The leak and storm campaign is ready to go before the weather arrives. Its keywords, ads and landing page are built and approved, and it sits at a low daily budget. When a front is forecast we raise it, and when the rush ends we bring it back down.

A cap on every spike

Storm searches are the most expensive clicks in the account, and demand can use a month of budget in two days. We set a daily cap and a monthly ceiling, agreed with you in words before anything runs. If the cap is hit, the ads stop and we tell you, so you decide whether to lift it.

You choose how far to lean in. Some roofers want every storm lead and have crews waiting. Others would rather keep spend steady and miss some. Both are reasonable.

Restoration is a different campaign

A person searching roof restoration or re roofing has no leak. They have a roof that looks tired and a few thousand dollars or more to spend. They compare roofers on photos, warranties and how the quote is explained.

That campaign gets an even budget, a longer landing page and a quote form that asks for a name, a phone number or email, and a comment. The page should show your own before and after photos, your insurance and your warranty terms. It sits apart from the leak campaign because the customer, the click cost and the job value are different.

Claims that hold up

Roof restoration is known for door knocking and big promises, and customers know it. They are suspicious before they land on your page. Plain wording helps.

Our ads say what you do, where, when you answer and what warranty you give. They do not say cheapest, guaranteed or best. Whatever the ad says, the page repeats it and shows the proof. A customer who finds your insurance, your licence details and your photos one tap from the ad is far more likely to call.

Keeping out the wrong searches

Roofing words are used by people who are not hiring. Roof rack searches come from car owners. Roof tile and sheeting searches come from DIY buyers and merchants. Some people look for roofing jobs.

We add negative keywords for racks, materials, DIY, jobs and courses, and review the search terms report each week. Each negative is checked against what you do. If you also supply and fit, we leave supply searches in.

Who answers when it rains at night

A leak does not wait for the morning. If your phone is answered overnight, the leak campaign can run then. If it is not, the ads pause, or they send people to a short form with a plain line about when you will ring back.

On a missed call, an unhappy homeowner rings the next roofer within minutes. We would rather pause the ads than pay for that.

Counting what happened

On the site we built for Ovas Build, each enquiry email says whether it came from Google Ads or from a page found in search. We set roofers up the same way. We count calls from the ad, taps on your number and forms sent, and report them back to Google Ads so the account learns from real enquiries.

Each month you get spend, clicks, enquiries and cost per enquiry, with the changes we made. In a wet month the leak campaign will do most of the work. In a dry one, the restoration campaign carries it.

Your account, your spend

You create the Google Ads account and add your own card. You pay Google directly, and we never hold your payment details. We are added as a manager and you can remove us at any time.

We do not promise a number of enquiries. Our fee covers managing the account, month to month, and cancels on 30 days notice.