Google Ads across Canada · Roofing
Google Ads for roofing companies.
A leaking roof and a roof that needs replacing aren’t searched for the same way. The first calls for a phone call right away; the second means comparing quotes. We build a campaign for each, the page that gets people to request a quote and the tracking that ties every call to its cost. The goal: leads from your territory, at the pace of your season.
Let’s talk about your next roofsSee the mistakes to avoid- Your Google Ads account in your name
- Every lead tied to its campaign
- Your results online, anytime
What your customers search for
A leak and a roof replacement: two searches, two campaigns.
A search for “leaking roof” or “roof leak” comes from someone with water coming through the ceiling. They call the first company that answers. A search for “shingle roof replacement” or “roofer quote” comes from a homeowner who is planning and comparing. Both have value, but they don’t call for the same message or the same budget.
We keep them apart. The emergency campaign puts your number up front, during the hours when someone can answer. The replacement campaign leads to a page that reassures and a form that qualifies. Each one has its own cost per lead, and you see which one fills your schedule.
Exclusions do the rest. People also search for “roof” about a shed or a carport, and for “shingles” to buy them at a hardware store or to follow a do-it-yourself tutorial. The search terms report, read regularly, keeps the budget on the searches of your future customers.
Searches that name a city also deserve their own treatment. We group them by territory, with ads that name the city, so the homeowner sees right away that you work in their area.
Example: searches that trigger your ads
- leaking roof emergencypaid
- shingle roof replacement repentignypaid
- how to install shingles yourselfexcluded
- shingles price hardware storeexcluded
- roofer jobsexcluded
The most expensive mistakes
Five mistakes that cost a lot in peak season.
Each one takes a few minutes to check in your Google Ads account. None of them is fixed by raising the budget.
- 01
One campaign for emergencies and replacements.
The same message won’t convince someone with water coming through the ceiling and someone working out their budget. Mixed together, these searches split the budget, and neither is served well.
Check: do your ads speak differently to “roof leak” and to “roof replacement”?
- 02
A number shown when nobody answers.
A missed emergency call goes to a competitor. Google lets you show the phone number in your ads only during the hours when you can answer.
Check: do the hours of your call assets match the hours when someone answers the phone?
- 03
The same budget all year.
Demand changes from one month to the next, and your crews don’t work on roofs at the same pace all year. A fixed budget overspends when your schedule is full and runs out of steam when it empties.
Check: has your daily budget changed over the last twelve months?
- 04
An ad area wider than your territory.
By default, Google shows your ads to people located in your territory, but also to people interested in it without being there. For a roofer, who works at the customer’s home, the “Presence” setting is often the better fit.
Check: in each campaign’s settings, under Locations.
- 05
An ad or a page without an RBQ licence number.
In Quebec, the Régie du bâtiment requires this number in every form of advertising. Roofing work falls under subcategory 7, “Insulation, waterproofing, roofing and siding”, and the homeowner can check your licence online before calling.
Check: is the number in your ads and on your landing page?
These fixes don’t require a bigger budget. They require a well-built account, then a monthly follow-up based on the roofs you sign.
What the engagement includes
Campaigns built around your season.
One team handles the campaigns, the page and the tracking, then adjusts them every month based on the quotes you sign.
Two campaigns: emergency and replacement.
The emergency campaign puts your number up front, during the hours when you answer. The replacement campaign leads to a page and a form. Each one has its own keywords, exclusions and budget.
Keywords · Exclusions · HoursA page that gets people to request a quote.
Photos of your roofs, the types of roofing you do, RBQ licence, warranties, service area and a qualifying form: the homeowner finds the answers and requests a quote. Your website stays in place.
Copywriting · Design · FormEvery call and every form, tied to its source.
A trackable phone number, conversion tracking in Google Tag Manager and your tracking portal: you know which campaign produced which lead, and at what cost. Call and form tracking has its own guide, if you want the details.
Trackable number · Google Tag Manager · Tracking portalA budget that follows the season.
We raise the budget when demand and your crews allow it, and we lower it when your schedule is full or the season slows down.
Seasons · Capacity · BudgetEverything an engagement with our Google Ads agency includes
Is this the right time?
For roofers ready to keep up with demand.
We manage campaigns for renovation companies, including roofers. Google Ads delivers when your team can call back quickly, inspect the roof and offer a realistic date. If your season is already full, wait: a campaign is useless if nobody can respond. The same logic applies to window and door companies: replacement requests, not maintenance questions.
- Your quotes come mostly through word of mouth, at a pace you don’t control.
- You already pay for advertising without knowing how many roofs it produced.
- You want leads that are yours alone, from homeowners who chose you.
Frequently asked questions
Costs, timelines, season: your questions about Google Ads.
How much does Google Ads cost for a roofing company?
Two amounts, always kept separate. Our management fees generally range from $700 to $3,000 per month, depending on the number of campaigns and pages to build. Your ad budget comes on top and is paid directly to Google: plan on at least $1,000 per month, often more depending on the competition in your territory. The proposal states both amounts before you commit. To estimate the budget for your season, see our guide to Google Ads costs.
How soon do the first leads come in?
Your landing page is ready in 7 to 10 days, and a standard campaign is live in about two weeks. The first leads come in over the following weeks. To know whether Google Ads is profitable, meaning how many quotes turn into contracts, plan on three to six months. The engagement also requires a minimum commitment of six months, with fees billed monthly.
Should you advertise in the off-season?
It depends on what you offer. If you do emergency repairs all year, a scaled-down campaign can capture them. For replacements, some homeowners plan the next season’s work ahead of time: a small budget can collect those leads. We set everything up based on what you can deliver.
Google Ads or a quote platform: what’s the difference?
A quote platform usually sends the same request to two or three contractors, who end up competing on price. With Google Ads, the homeowner lands on your page and contacts you. The lead is yours alone, and you stay in control of the message.
Who owns the Google Ads account?
You do. The account is in your name from the start. If the engagement ends, you keep your campaigns, your history, your access and your data.
Let’s start with your season
Let’s talk about the roofs you want to replace.
Tell François about your services, your territory and your capacity. You will find out whether Google Ads can fill your season, and whether Kasvu is the right partner to get you there. If not, he will tell you. The first conversation comes with no commitment.
