PPC for roofers works when campaigns are split by job type and the budget follows the jobs with the best profit. A leak repair, a flat roof and a full re-roof are different searches, different buyers and different values. Treat them separately.
Campaigns by job type
- Emergency and repairs: urgent, call-led, lower value, high volume after storms
- Re-roofing and new roofs: planned, form-led, highest value
- Flat roofing: its own keywords and materials (EPDM, GRP, felt)
- Roofline: fascias, soffits and guttering
- Chimneys and leadwork, if you want them
Keywords
Repairs
- roof repair [town]
- emergency roof repair
- roof leak repair near me
- roofers near me
Re-roofing
- new roof [town]
- roof replacement [town]
- re-roofing contractors
- roof replacement cost
Flat roofs
- flat roof repair [town]
- flat roof replacement
- EPDM rubber roofing installers
- GRP fibreglass roofing [town]
Roofline
- fascias and soffits [town]
- gutter replacement [town]
Start with phrase and exact match.
Negative keywords
jobs, vacancy, apprenticeship, course, training, salary, DIY, how to, supplies, supplier, merchants, tiles for sale, sheets, felt buy, sealant, paint, kit, B&Q, Wickes, shed roof, caravan, conservatory (unless you do them), car roof, roof box, roof rack, grant, free, insurance claim advice
"Roof box" and "roof rack" are car accessories. They appear in roofing search terms more often than you would expect.
Ads
Put the job and town in the headline. Add proof: years trading, guarantee length, trade body membership such as NFRC if you hold it, and insurance. For repairs, show the phone number. For re-roofs, offer a survey and written quote.
Landing pages
- Repairs: tap-to-call at the top, short form, response time
- Re-roofing: photos of completed roofs, materials, guarantee, reviews, quote form
- Flat roofs: the systems you install and how long each is guaranteed
Setting a budget
Published UK estimates put roofing clicks at £1 to £5. Work back from the jobs you want, using your own conversion figures.
Example with made-up numbers: clicks at £3, one click in twelve becomes an enquiry, one enquiry in four becomes a job. That is £144 of ad spend per job. That suits a re-roof and is too much for a single slipped tile, which is why the campaigns are split and budgeted separately.
At AdsFlair we recommend at least £500 a month in ad spend.
Weather
Repair searches jump after storms and heavy rain. Keep a reserve to raise the repair budget for a few days, and make sure the phone is answered.
Track calls
Most roofing leads are phone calls. Use call tracking so you know which keyword produced each one, and record which became jobs.
Common questions
Is PPC worth it for a small roofing firm? Yes, if you focus on one or two job types in a tight area and track calls.
Should I also use Local Services Ads? Roofers are on Google's UK list. Test them for repair calls.
Related guides
- Marketing for Roofers: A 12-Month Plan
- Roofing Company Advertising: What Works
- Local Services Ads for Roofers
- Is Google Ads Worth It for a Small Business?
Next step
AdsFlair runs Google Ads for UK trades and local service businesses. Ask for a free Google Ads audit and we will show you where your budget is going and what to fix first. There is no cost and no obligation. See our page on Google Ads management for how we work.