Roofing keywords are among the most expensive in local search. Structure is what separates a profitable account from an expensive one.
The usual failure is not bidding — it is targeting. A roofing account that bids on “roof”, “roofing” and “roof cost” without a disciplined negative list will pay $50 a click for students researching essays and homeowners pricing a DIY patch.
We build tight, intent-segmented campaigns: emergency repair, full replacement, storm damage, inspection and commercial each get their own structure, budget and landing page.
Emergency, replacement, repair, storm and commercial run as separate campaigns with separate budgets and messaging.
A roofing-specific negative list built from years of search term data, applied before the first dollar is spent.
Bid by suburb profitability and by hour. A 2am emergency click is worth more than a Sunday afternoon browse.
Dedicated pages per campaign with click-to-call above the fold. Sending paid traffic to a homepage wastes a third of the budget.
Dynamic number insertion and call recording so lead quality — not form fills — is what gets optimised.
Every week, real search terms reviewed and mined for negatives and new opportunities.
In most US roofing markets, $80–$250 per qualified lead depending on competition and season. Storm periods spike higher.
Yes, and we usually prefer to — the historical data is valuable. We restructure rather than starting from zero unless the account is beyond repair.
Send us your account. We will show you the wasted spend, free.