Autumn is when roofing leads arrive whether you are ready or not. The first proper storm of the season shifts tiles, blocks gutters and finds every weak flashing in town, and the next morning people start searching. Google Ads for roofers works best when the account was set up for that moment in September, not scrambled together after the phone starts ringing.
Here is how to set up a roofing account for autumn 2026 so that you get more of the right enquiries and waste less on the wrong ones.
How roofing search demand changes in autumn
Roofing searches follow the weather more closely than almost any other trade. Published UK figures describe sharp spikes in lead volume around named storms, with most emergency searches happening within 24 to 48 hours of the damage (Whito, UK roofer marketing costs, 2026). Summer is quieter, then September and October bring gutter clearing, moss removal and "roof inspection before winter" searches, followed by repair demand once the wind arrives.
A flat daily budget across the year does two bad things. It overspends in quiet months, and it runs out by lunchtime on the one day you could have booked a week of work.
Split roof repair and roof replacement into separate campaigns
These are two different customers, and putting them in one campaign is the most common mistake we see in roofing accounts.
| Roof repair | Roof replacement | |
|---|---|---|
| Who is searching | Someone with a leak or missing tiles now | A homeowner planning work, often comparing quotes |
| Example keywords | roof repair [town], emergency roofer, roof leak repair | new roof cost, flat roof replacement, re-roof [town] |
| Published UK CPC (2026) | £4 to £10, emergency £10 to £20 | £3 to £8 research terms, £6 to £14 flat roof replacement |
| What the ad should say | Speed, availability, local, insured | Guarantees, materials, finance if you offer it, photos |
| Where the click should land | A short page with a phone number at the top | A page with project photos and a quote form |
Separate campaigns let you give each its own budget. When a storm hits, you can raise the repair budget for three days without touching replacement spend.
Make the account storm-ready before October
- Build an emergency repair campaign now and keep it running on a small budget so it has history.
- Write ads that mention storm damage, temporary repairs and same-day visits, but only if you can actually do same-day visits.
- Add a call asset with your mobile or office number and schedule it for the hours someone answers.
- Decide in advance how much you will raise the daily budget when a storm warning is issued. Some roofers triple it for 48 hours.
- Check Met Office warnings on a Friday. Storms often land at weekends, when budget changes are easy to forget.
Local landing pages win roofing leads
Someone in Loughborough with a leak wants a roofer in Loughborough. If your ad sends them to a homepage that talks about "serving the East Midlands", some will leave. A page for each main town you cover, with the town in the headline, a few local job photos and the phone number above the fold, nearly always converts better than a general page.
The page does not need to be long. For repair traffic: headline with the service and town, phone number, three trust points (insured, guarantees, reviews), photos of real jobs, a short form. That is enough.
Where roofing budgets get wasted
Jobs and training
"Roofing jobs", "roofer apprenticeship" and "roofing course" all match broad keywords. Add them as negatives on day one.
DIY and materials
"Roof felt B&Q", "how to fix a leaking roof yourself" and "roof sealant" are cheap clicks from people who are not going to hire you this week.
Areas you do not cover
Draw your target area around where you will actually drive in winter traffic, not your whole county. Then exclude the postcodes that are technically in range but always turn into unpaid travel time.
Small jobs at big-job prices
If you do not want gutter clearing or one-tile repairs, say so in the ad ("Roof replacements and major repairs") and add those terms as negatives. You will get fewer clicks and better ones.
Should roofers use Local Services Ads too?
Roofers are among the trades Google lists for Local Services Ads in the UK, where you pay per lead rather than per click. They suit repair calls well, give less control over job type, and need insurance and background checks before you go live. We compare both models in Local Services Ads vs Google Search Ads.
Track the jobs, not just the calls
A roofing account can look brilliant on calls and still lose money if half of them are gutter jobs you turn down. Log each enquiry as repair, replacement or not suitable, then work out cost per booked job for each campaign. After one autumn you will know exactly how much a new roof costs you to win, which makes next year's budget an easy decision.
If you want help getting your roofing account ready before the storms arrive, see PPC for roofers or talk to our PPC management team.
Frequently asked questions
How much do Google Ads cost for roofers in the UK?
Published 2026 estimates put roof repair clicks at about £4 to £10, emergency roof repair at £10 to £20 and flat roof replacement at £6 to £14 per click, varying by town.
Should roof repair and roof replacement be in the same campaign?
No. They attract different customers with different urgency and job value. Separate campaigns let you set budgets, ads and landing pages for each.
When should roofers increase their Google Ads budget?
Ahead of and during storms, and through autumn and early winter. Many roofers raise emergency repair budgets for 48 hours when a weather warning is issued.
Related guides
- PPC for Roofers: Budget and Keywords
- Roofing Company Advertising: What Works
- SEO for Roofers vs Google Ads: Which Comes First?
- Marketing for Roofers: A 12-Month Plan
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 for plumbers and gas engineers for how we work. Prefer to talk first? Book a 30-minute call.