Roofing

Roofing has the biggest average tickets in home services and the most feast-or-famine demand of any trade we serve. A single replacement job can pay for a month of advertising — which is exactly why roofing PPC is competitive and why account structure matters more here than anywhere else. This page lays out the real economics, the seasons, and the mistakes that burn roofing budgets, in plain numbers.

How much does roofing advertising cost?

Roofing cost per lead on Google Ads typically runs $60–$200 — the highest of the core trades — because replacement tickets justify aggressive bidding. Cost per click on terms like “roof replacement” and “roofing company near me” ranges $10–$35 in the US and Canada, £8–£25 in the UK, and A$12–$35 in Australia and New Zealand. Repair terms (“roof leak repair”) are cheaper at $6–$18 per click and produce faster, smaller jobs that keep crews busy between replacements.

Facebook and Instagram work surprisingly well in roofing because the product is visual and the problem is plannable: before/after creative with a free-inspection offer typically produces leads at $25–$80 each. Many roofing clients use search for repair and emergency demand, and Meta for replacement pipeline.

What do roofing job economics look like?

Roof repairs run $300–$1,500; full replacements run $8,000–$25,000+ depending on size, material, and market. Close rates on qualified replacement estimates are typically 25–40% — lower than repair trades because homeowners collect multiple quotes — which makes speed-to-estimate the single biggest controllable lever. At a $150 lead cost, a 30% close rate, and a $12,000 average ticket, one booked job pays for roughly $500 of lead cost many times over. Roofing comfortably supports $3,000–$10,000/mo ad budgets in metro markets, especially in the months following major storms.

How seasonal is roofing demand?

Demand follows weather in two ways. The calendar: replacement season peaks late spring through fall in Canada and the northern US, runs nearly year-round in the southern US, peaks October–April in Australia and New Zealand, and concentrates in the drier months in the UK. The storms: hail and wind events create sudden, intense spikes in “roof damage” and “insurance claim” searches — markets can go from normal to saturated in 48 hours. We pre-build storm-response campaign structures for roofing clients so budget can be switched on the day a storm hits, not two weeks later.

How does roofing marketing differ across Canada, the USA, Australia, New Zealand and the UK?

In the US, insurance-claim-driven replacement work is a massive category — “roof insurance claim” and storm terms barely exist elsewhere. Canada mirrors the US with a shorter season and heavier ice-dam and winter-damage demand. In Australia, “roof restoration”, “re-roofing”, and “Colorbond” are the terminology, and tile-to-metal conversions are a distinct high-ticket niche. New Zealand follows Australia at lower CPCs. In the UK the market splits differently: pitched-roof repairs, flat roofing (EPDM, felt), and “roofer near me” local terms, with insurance work far less central. We localize keywords, copy, and offers per country — a US storm-chaser playbook would fall flat in Leeds or Christchurch.

Which roofing keywords are actually worth buying?

Negatives matter enormously: “roofing jobs”, “how to shingle”, “roofing calculator DIY”, and rental/salary terms eat budgets in unmanaged accounts.

Where do agencies fail roofers?

• Chasing only “roof replacement” terms and ignoring repair and inspection keywords that fill the calendar profitably between big jobs.
• No storm-response plan — scrambling to build campaigns after the hail has already melted.
• Sending clicks to a homepage with a photo gallery instead of a single-offer landing page with a free-inspection call to action.
• Reporting impressions and clicks in a trade where the only metric that matters is cost per signed contract.
• Working with every roofer in town. Our one client per market rule exists because roofing PPC is a knife fight — you cannot serve both fighters.

How do insurance claims change roofing advertising?

In the US and Canada, a large share of replacement work is insurance-funded — and that changes the customer’s behavior completely. They are not price-shopping a $12,000 purchase; they are looking for someone who handles the claim, documents the damage properly, and shows up fast. Ads and landing pages that speak directly to that process (“hail damage? free inspection, we handle the insurance paperwork”) convert dramatically better after weather events than generic replacement messaging. In the UK, Australia, and New Zealand, insurance-funded roofing work exists but is less central, so the messaging skews toward condition, materials, and price guidance instead. We build both message tracks and switch between them based on market and season.

What role do reviews play for roofers?

Roofing is a high-ticket, low-trust purchase — the customer cannot inspect the finished work from the ground and knows the trade has cowboys. Reviews and real project photos do more conversion work here than in almost any other trade. A roofer with 150 detailed reviews mentioning cleanup, communication, and insurance help will out-convert a competitor with a slicker ad every time. We place reviews at every decision point on the landing page and help you systematize asking — after the final walkthrough, while the relief is fresh. Fabricated or purchased reviews are both an ethical problem and, increasingly, a legal one; the honest habit wins.

What do the first 90 days look like for a roofing campaign?

Month one: campaigns split by job type — repair, replacement, storm/insurance — with dedicated landing pages and call tracking, plus the storm-response structure pre-built so it is ready before it is needed. First leads typically arrive within the first two weeks. Month two: the cut — search terms pruned, bids shifted toward replacement keywords that produce estimate bookings, and Meta creative tested for the inspection offer. Month three: scale on proven cost per estimate, and a review of the metric that matters in roofing — cost per signed contract, not cost per lead. Roofing sales cycles run weeks, so we judge the campaign on pipeline, not this week’s closings.

How should a roofing company split budget between channels?

Most roofing clients run 60–70% search, 30–40% Meta. Search owns urgent repair and active replacement researchers; Meta builds the replacement pipeline with before/after creative and free-inspection offers aimed at homeowners whose roofs are aging but not yet leaking — the highest-margin audience in the trade. In storm markets, we hold reserve budget for weather events, because the 48 hours after hail are worth a normal month. If your crews are booked out, we throttle spend down rather than letting leads rot — an advertising partner should match your capacity, not just your ambition.

What does AdRinging commit to for roofing clients?

In writing: one roofing company per market; published flat pricing (Google Ads management from $1,200/mo, Meta management from $997/mo); you own the accounts and data; ad spend paid directly to the platforms, never marked up; and leads in 14 days or your second month is free. Month-to-month — if we stop earning the fee, you stop paying it.

Roofing markets are some of the first to be taken. Check availability and we will confirm within one business day.