More roof installs and emergency calls. Less wasted spend.
Specialist Google Ads management for UK roofers. Built around the jobs that pay, roof installs, emergency callouts, roofline fits, leak repairs and roof tiling upgrades. Real bookings, not Yell tyre kickers.
Illustrative dashboard. Real client snapshot in Real Results below.
Google captures the moment someone needs a roofer now.
SEO is slow. Yell brings tyre kickers. Facebook ads catch people who weren’t looking. Google Ads put you in front of homeowners and landlords the second they type “roofer near me” into their phone. That’s why it works for trades that solve urgent problems.
“Emergency roofer” searches convert hard
Someone with a leaking roof at 8pm doesn’t shop around. They click the first credible result, ring within 30 seconds, and book the job. UK average conversion rate for roofer searches is 9%+, twice the average across home services.
Postcode level targeting cuts the wasted spend
Most roofers work a 15 25 mile radius. Google Ads lets us bid only inside that radius, exclude postcodes you don’t serve, and weight bids higher in your most profitable patches. No wasted clicks from someone 80 miles away.
roof installs, emergency callouts and roofline fits each get their own campaign
A landlord searching ” Birmingham” wants a different message and price than a homeowner searching “new roof quote”. I build a campaign for each so the ad, the landing page and the bid all match the job.
Every call is tracked back to the keyword that booked it
No call tracking means no clue what’s working. I hook up call tracking on every campaign so you know which keywords pay back, which ones to kill, and which ones to scale.
A real negative keyword list keeps tyre kickers out
“Roofer courses”, “roofer salary”, “roofer training”, “free”, “DIY”, these search terms gutter budgets daily. I block them on day one and keep the negatives list updated every month so your spend only buys real job enquiries.
Bids ramp up at the times jobs actually get booked
Most roofer calls come between 7am and 10am, plus a second spike at 5 7pm. I schedule bid uplift in those windows and dial back when nobody’s calling. Your budget gets spent when it earns the most.
Built around the jobs that actually pay.
No generic “Licensed Roofer, Call Now” garbage. Each service gets its own ad copy, landing message and bid strategy so the right enquiry lands in your inbox, not the wrong one.
The numbers most agencies won’t show you.
Source: 2025 UK home services PPC benchmarks, cross referenced with my own portfolio (£1.36M+ lifetime managed spend). Anyone quoting tighter numbers without seeing your account is guessing.
A simple 4 step process. No 90 day onboarding waffle.
Free audit
If you’re already running ads, I dig through the account and write you a plain English audit of what’s broken and what to fix first. If you’re new, I map a clean structure round your services and area.
Build & launch
Service split campaigns, geo and schedule dialled in, conversion and call tracking wired up, negative keywords seeded, ad copy written by a human. Live within 7 to 10 days of go ahead.
Optimise weekly
Search terms reviewed, negatives added, bids tweaked, ad copy tested, landing pages improved. Monthly update on what changed and what’s coming next.
Scale
Once cost per call is sub-£25 consistently, I widen the radius, layer on remarketing, add new services and grow the budget without breaking what’s working.
This is what your search ads should actually look like.
Three quick mockups. Each one targets a different search intent. Each one uses the structure, sitelinks and callouts that turn impressions into booked jobs.
Emergency Roofer Birmingham, 60 Min Response, Fixed Quote
New Tiled Roof Fitted From £4,995, 25 Year Guarantee
Flat Roof Repair & Replacement, Free Quote, 20 Yr Guarantee
Lifetime numbers from my UK home services portfolio.
The numbers below are from a UK home improvement client I’ve managed since December 2022. The principles, structure and discipline are exactly what I apply to roofer accounts, same playbook, just plugged into your services and your area.
Live UK home improvement client account, anonymised. Lifetime performance under my management. Not a roofer account, I’ve been honest about that. The mechanics are identical.
Should you run Google Ads, Local Services Ads, or both?
Short answer: most established roofers want both. Here’s how they actually differ and which one earns first.
More control. More room to scale.
Pay per click. You control keywords, ad copy, landing pages, geo, schedule, bidding. Best when you want to grow predictably, target specific services (roofline installations, roofline fits, roof installs), or already have lead capture set up. This is what I manage day in, day out.
Pay per lead. Sit at the very top.
Pay only when someone calls or messages you. Sit above standard Google Ads with the Google Guaranteed badge, strong trust signal for residential work. Less control, less scalable, but a solid extra lead source once you’re verified.
Start with Google Ads. Layer LSAs once you’ve got data.
Google Ads first because I can prove it pays back, dial in your services, and feed the LSA quality score with positive reviews. Once cost per call is steady, I help you get verified for LSAs and run both. Most clients see 30 50% more leads from running both.
Simple, transparent pricing
Core
Perfect for new businesses getting started with Google Ads.
- Account setup or review
- Campaign structure & targeting
- Keyword & search term management
- Conversion tracking essentials
- Monthly optimisation & reporting
Performance
Best for businesses wanting stronger leads, better results and faster growth.
- Everything in Core, plus:
- Deeper campaign planning
- Enhanced tracking & call tracking review
- Weekly optimisation & reporting
- Ongoing testing & improvement
Growth
For ambitious businesses ready to scale more aggressively.
- Everything in Performance, plus:
- Advanced testing & CRO insights
- Landing page recommendations
- Competitor analysis
- Strategic growth planning
Strategic
For larger budgets needing tailored strategy, oversight and scale.
- Everything in Growth, plus:
- Bespoke account strategy
- Advanced budget allocation
- Multi-campaign growth roadmap
- Priority support & strategy calls
Plans run on a 3-month initial term, then monthly rolling with 30 days notice. Ad spend is additional and goes directly to Google.
No improvement in 90 days? I work for free until you see it.
90 Day Improvement Promise
If I can’t show clear, measurable improvements in your roofer Google Ads account within 90 days, I’ll continue managing your account at no management fee for up to a further 90 days, subject to the full Promise terms. That’s how confident I am in the work.
Roofer Google Ads, answered straight.
Real questions from real roofers. No marketing fluff.
How much should a roofer spend on Google Ads in the UK?
Most local roofers do well on £500 to £1,500 a month in ad spend. That’s enough to win in a single town or service area at sensible cost per call. A multi van operation covering three or four towns will usually spend £2,000 to £5,000 a month. I’ll size the budget to your jobs, your area and your van capacity, not pull a number out of thin air.
What’s a realistic cost per booked job?
Once a campaign is properly set up, £60 to £95 per booked job is a fair benchmark for UK roofers. Emergency callouts can come in cheaper. Big ticket work like full roofline installations or commercial maintenance often costs more per lead but pays back many times over. I track every call so you see what each enquiry actually costs.
How long until I see results?
Calls usually start day one once campaigns go live. Quality of those calls improves over the first 4 to 6 weeks as I add negative keywords, refine bids and learn which search terms convert. Cost per job typically drops 30 to 50% by month three. Anyone promising you results within 7 days without seeing your account is selling you a story.
Can you take over my existing Google Ads account?
Yes, and the account stays yours. You give us manager access, I audit the account first, then restructure once you’ve signed off the plan. I never gate your account behind a contract. If I ever part ways, the account walks with you.
Should I do Google Ads or Local Services Ads first?
Google Ads first, almost always. They’re more flexible, more controllable, and I can prove they pay back faster. Once you’re getting steady reviews and consistent jobs, I’ll help you get Google Guaranteed and add LSAs as a second lead source on top.
Do you handle the calls and form leads?
No, calls and form enquiries go straight to you. I’m a Google Ads management agency, not an answering service. What I do is make sure every lead is tracked back to the campaign and keyword that produced it, so you know what your money is actually buying.
Can you target specific postcodes or radius?
Yes. I target by postcode, radius, town, or any combination. I can also exclude postcodes you don’t want jobs from (long drive, rough area, low average ticket, whatever). Geo targeting is one of the biggest levers in trade campaigns and most agencies do it badly.
What if my campaign isn’t profitable?
That’s what the 90 day promise is for. If you’re not measurably better off after 90 days I’ll work the next month for free until you are. If I hit a point where Google Ads genuinely isn’t right for your business, I’ll tell you straight and stop billing. I’d rather lose a client than waste their money.
Do I need a website to run Google Ads?
You need somewhere people land after they click, but it doesn’t have to be a 30 page website. A simple landing page that loads fast, says what you do, where you do it and how to call you is enough to start. I can recommend builders and templates that work for trades.
Will Google Ads work for a brand new roofer with no reviews?
Yes, Google Ads doesn’t care about your review count the way Local Services Ads does. As long as your landing page looks credible (clear pricing, photos of work, contact details, NFRC Approved badge if you have one) you can compete from day one. Reviews come quickly once the calls start landing.
Get Your Free Roofer Google Ads Plan
Already running ads? I will audit what is wasting money. Starting from scratch? I will build your launch plan. Also covering Google Ads for Electricians.