Roofing & Google Ads

Predictable roofing leads from Google Ads

Goal: a consistent flow of high-intent roofing leads—especially after storms—without wasting spend on DIY or research traffic. Roofing is highly seasonal and urgency-driven—hail damage, leaks, and insurance claims create spikes in demand. The challenge was filtering out low-intent searches ("roof repair cost," "DIY shingles") and focusing budget on homeowners ready to book inspections or repairs.

We restructured campaigns around intent and urgency: "hail damage roof repair," "emergency roof leak Calgary," "roof replacement quote." Separate campaigns were built for insurance-related searches vs standard repairs. Broad match was replaced with tighter phrase/exact match, supported by aggressive negatives ("DIY," "how to," "materials," "jobs"). Landing pages matched the scenario: storm damage pages highlighted insurance assistance, fast inspections, and before/after proof. Emergency pages emphasized response time and availability. Calls were prioritized as the primary conversion.

Over time, we identified which jobs (repairs vs full replacements) generated the most revenue—not just leads—and shifted budget accordingly.