Roofing PPC ads can grow brand awareness, drive qualified leads, and increase sales. The cost varies between $1,500 to $10K per month. Discover our expert tips for getting more out of your campaign budget.

Here you’ll find:

Looking for new ways to market your roofing business online? If you’re already working on roofing SEO, you’re off to a great start.

But search engine optimization can take a little while to work its magic.

That’s where roofing PPC ads come in. With PPC ad campaigns, roofing business owners will immediately see new leads and customers come in—making it the perfect complementary strategy to SEO.

Let’s look at what roofing PPC is, why you need it, and how to take your ad campaigns to the next level with advice from experts.

What is roofing PPC?

Roofing PPC is a paid marketing strategy that helps roofers attract more qualified leads through ads displayed on search engines and social media platforms. As with all types of pay-per-click advertising, advertisers only pay a fee when someone clicks on their ad.

Google Ads isn’t the only platform that allows roofing businesses to run PPC ads. You can also create ad campaigns on Bing, Yahoo, Facebook, and LinkedIn.

How much does roofing PPC cost?

The cost of PPC roofing depends on the size of your campaign and budget. For instance, most agencies charge between 10% and 20% of your ad budget. So if you’re spending $5,000 per month, then you’ll pay an agency $500 to $1,000 per month on top of the $5,000 ad spend. Other agencies charge a flat monthly fee between $1,500 and $10,000.

Benefits of PPC for roofing companies

PPC advertising pairs well with other digital marketing strategies like content marketing, social media marketing, and search engine optimization.

Here are several benefits pay-per-click ad campaigns offer roofers:

  • Increase brand awareness: PPC ads can improve brand awareness by getting your business in front of new people.
  • Drive targeted website traffic: With PPC targeting options, you can drive more specific and relevant traffic to your roofing website.
  • Get more qualified leads: PPC ads don’t just get more traffic. They bring in relevant, quality leads that’ll likely convert into buyers.
  • Outrank your competition: Since PPC ads display at the top of the search engine results, they allow you to outrank competitors, regardless of organic ranking.
  • See immediate results: Though you’ll likely spend some time tweaking and optimizing your ads, you’ll start to see results from the first PPC ad campaign.
  • Get a return on investment: When done right, PPC ads can deliver a serious ROI. (We’re talking $2 for every $1 spent, on average.)

Hiring a PPC expert to run your ad campaigns can offer even more benefits. Having worked with other roofing businesses, a PPC marketing agency like HawkSEM can get more out of your ad spend by testing, tweaking, and optimizing your campaigns for the best results.

For example, NorthStock increased its conversions by 53% by using HawkSEM’s PPC for home services.

6 expert roofing PPC tips to get more leads

To get the best results from your roofing PPC ad campaigns, go beyond the basics. As you develop your PPC marketing plan, use these expert tips to take your pay-per-click advertising to the next level.

  1. Look for high-intent PPC keywords
  2. Use negative keywords to refine ad targeting
  3. Include a clear call to action (CTA) in ad copy
  4. Optimize ad campaigns for mobile
  5. Make sure landing page aligns with ad copy
  6. Track and optimize your PPC ad campaigns

1. Look for high-intent PPC keywords

Instead of just targeting broad keywords, choose a mix of general and specific, high-intent, long-tail keywords that’ll bring in relevant and ready-to-buy customers.

To start keyword research, brainstorm roofing keyword terms that homeowners are likely to use to find roofing services. Then, take the keywords you’ve brainstormed, and put them into Google Keyword Planner to see the average monthly search volume, competition level, and bid range.

For example, if you sell roof repair services in Houston, TX, you may start with keywords like “roof repair services Houston” and “roof repair quote Houston.”

Keyword planner roofing PPC keywords

Keyword Planner will show you the data for the keywords you entered, and additional keyword ideas. You can broaden your search with additional keywords the tool suggests or refine your keywords using the tool’s filters.

2. Use negative keywords to refine ad targeting

Negative keywords are words and phrases you add to your PPC ad campaign so you don’t show up for searches containing these keywords. To find negative keywords, keep an eye out during your keyword research for words that are often associated with roofing but aren’t relevant to your business.

For example, if you only offer residential roofing services, you may include “commercial” as a negative keyword. That way, you don’t show up (and pay for clicks) for a person looking for a service you don’t offer.

3. Include a clear call to action (CTA) in ad copy

Whether you’re running Google Ads, Bing Ads, LinkedIn Text Ads, or Facebook Ads, you need to include a clear call-to-action in your PPC ad copy. This will help users understand the next step to take and what will happen if and when they click on your ad.

Here’s a great example of roofing PPC ad copy with a clear CTA:

Roofer PPC ad example

The call to action is to call the company for a free quote. We know exactly what the next step is, and we know what will happen when we click—we’ll get a free roofing quote.

4. Optimize ad campaigns for mobile

PPC ad campaigns should also be mobile friendly since many people in your target market search from their mobile devices. In fact, 54% of all website traffic globally comes from mobile devices.

To optimize your PPC ad campaigns for mobile, make sure your landing page is mobile responsive. It should be easy to navigate, click buttons, and fill out forms from a smaller device screen.

If your goal is to drive phone calls from your PPC ads, use the click-to-call ad extension. This makes it as easy for users to contact your business quickly from their mobile phones.

5. Make sure landing page aligns with ad copy

The quality of the landing page visitors see when they click the ad can make or break any roofing PPC campaign. The landing page copy should be compelling and persuasive, and align with the ad copy. That way, there’s a seamless transition from the ad to the landing page.

Many PPC advertisers mistakenly send all their PPC ad traffic to their website home page. The problem: the home page is very broad with many pages to navigate to.

For best results, send ad traffic to a specific, targeted landing page that addresses the user’s query and search intent.

For example, if a homeowner searches for “roof replacement,” they’re likely looking to reokace an existing roof. When I type in “roof replacement,” I get this ad from Amstill Roofing:

Roofer PPC ad example

The ad description copy mentions the challenge the buyer is facing (damaged roof) and provides the solution (roof replacement). Not to mention, the headline offers a benefit to clicking on the ad (free roof repair inspection).

When I click on the ad, it takes me to a landing page focusing on roof replacement services — a topic that aligns with the search query. The landing page offers information about its roof replacement services and has a clear call-to-action to get a free quote.

Roofer PPC landing page example

6. Track and optimize your PPC ad campaigns

If you want to optimize your PPC ad campaigns for the best results, track your results and tweak your campaigns based on what you find. You can even try A/B testing different creative and targeting options until you find a winner.

Key metrics to track your PPC ad performance include:

  • Click-through rate (CTR): The percentage of people who see your ad and click on it
  • Cost per click (CPC): The amount you pay when someone clicks on your ad
  • Conversion rate: The percentage of people who complete the desired action after clicking on your ad
  • Return on ad spend (ROAS): Revenue generated by the ad campaign compared to total ad spend
  • Quality score: A measure of how relevant the keyword, ad, and landing page are (which impacts how much you pay for ads)

The HawkSEM team tracks the important metrics and gathers insights from the ad campaign data to optimize PPC ad campaigns. The goal is to optimize for a higher return on ad spend.

“Tracking is an essential part of any successful PPC campaign for roofing businesses,” says Sam Yadegar, CEO of HawkSEM. “Our proprietary analytics software, ConversionIQ (CIQ) helps us understand what aspects of a PPC campaign are working and where we need to optimize for a higher ROAS MoM and YoY.”

 How to set up PPC ads for roofing businesses

Ready to run your first PPC ad campaign? Let’s learn how to set up PPC ads for your roofing business. While there are many different PPC ad platforms, this walkthrough will focus on Google Ads.

Campaign objective & type

When you first create a new campaign, you’ll be prompted to choose your campaign objective. For this example, let’s say our PPC strategy is focused on lead generation. Click on Leads > Continue.

Google Ads campaign objective

After choosing the campaign objective, pick your campaign type. You’ve got a few options:

  • Performance Max: Generate leads across Google platforms using Google AI to optimize ads
  • Search ads: Use text ads to bring in new leads from Google Search
  • Display ads: Reach potential customers across millions of sites and apps
  • Shopping ads: Promote your products using your Google Merchant Center account data
  • Video ads: Create video ads that appear on YouTube
  • Demand Generation: Drive demand and conversions using image or video ads

For this example, we’ll choose Search > Continue.

Google Ads campaign type

PPC ad campaign goals

The next step is to select your lead conversion goals. You can choose to receive form submissions or calls directly from the ad or from your website.

Let’s choose phone calls. Google Ads will ask for your phone number later.

Google Ads lead conversion goals

Here’s an example of what an ad looks like with phone calls as the main campaign goal:

Google Ads phone call example

Leads can contact your business directly from the ad by clicking on the phone icon. Be sure to set up PPC call tracking so you know how many calls come from your PPC ads.

Now, it’s time to name your campaign. Don’t think too hard about it. Your team will be the only ones who can see the campaign name. Make it unique enough to recognize it among your other Google ad campaigns.

Google Ads campaign name

Bidding options

From here, we move on to the bidding strategy. Choose between conversions, conversion value, clicks, and impression share. You also have the option to set a target cost per action and choose to bid only for new customers.

Google Ads bidding

Not familiar with bidding options? There’s a blog post for that! Check out our guide to Google Ads bidding strategies.

Campaign settings & targeting

Now, it’s time to choose your campaign settings and targeting options. Decide if you want to use both the Search and Display Network to reach your target audience.

Google Ads campaign settings

Choose which locations you want to target with your PPC marketing campaigns. Here’s where you’ll enter your service areas.

Google Ads location targeting

Next is audience segments. Here, you can add additional targeting options to narrow in on your target customers.

Google Ads audience segments

PPC keywords & ad creative

Once you find the right keywords for your PPC campaign, you’ll enter these keywords into the ad group.

Google Ads keywords

Once your keywords are set, create your PPC ad headlines and descriptions. You’ll also include the URL to the landing page or contact form you’ll send people to from your ad.

Create Google Ads PPC ad

Campaign budget

Finally, choose your campaign budget. You can set a total budget or an average daily budget. When you set an average daily budget, your monthly ad spend will not exceedyour daily budget times the average number of days in a month.

For example, if your average daily budget is $900, then your monthly ad spend won’t go over $27,000 ($900 x 30).

Google Ads budget

You’ll get to review all the information before you take your PPC ad campaign live. You’ll likely need to tweak your ads over time based on your results and the insights you get from tracking your campaigns.

The takeaway

PPC offers many benefits for your roofing marketing strategy. But running your own PPC roofing ads is no easy task, especially when your marketing budget is on the line.

That’s why we recommend using a roofing PPC company.

When you partner with marketing experts for PPC management services, you know they’re doing everything they can to get you the best possible results. The best part? You get to focus on what you do best…roofing.

If you’re ready for serious business growth, it may be time to use roofing PPC services to attract more potential customers online.

HawkSEM would love to be your PPC agency. Let’s talk.

Contact HawkSEM for Free Consultation