Google Ads for Roofers: A Simple Guide for UK Roofing Companies

When a homeowner types “roofer near me” or “roof leak repair” into Google, the first results they see are usually ads. Done well, Google Ads for roofers can bring a steady stream of enquiries from people who need work doing now. Done badly, it burns money fast. This simple guide is for UK roofing companies who want to get it right.

How Google Ads works

You choose the searches (keywords) you want to appear for, the areas you cover and a daily budget. You pay when someone clicks your ad or calls from it. Your position depends on your bid and how relevant your ad and landing page are.

Searches worth targeting

• Emergency: “emergency roofer [town]”, “roof leak repair”
• Repairs: “roof repairs near me”, “slipped tiles repair”
• Replacement: “new roof cost”, “flat roof replacement [town]”
• Roofline: “fascias and soffits [town]”, “guttering replacement”

Add negative keywords such as “jobs”, “course”, “DIY” and “salary” so you don’t pay for people who will never hire you.

How to set up your campaigns

• One campaign per main service – for example emergency repairs, new roofs and flat roofs – so you can control the budget for each.
• Target only the postcodes you really cover. A tight area means fewer wasted clicks.
• Use call ads and call assets so people can ring you straight from Google.
• Show ads when you can answer – or make sure calls are answered when you can’t.

Send clicks to the right page

Someone searching “flat roof repair” should land on a flat roof page – not your homepage. A good landing page loads fast on a phone, shows your number at the top, has real photos of your work, reviews, and a short quote form. Our roofing website design service builds pages like this.

Setting a budget

Start with a budget you’re comfortable testing for at least a month, focused on the services and towns that make you the most money. Then look at the cost per enquiry and cost per job, and adjust.

Track calls, not just clicks

Clicks don’t pay the bills – jobs do. Set up call tracking and form tracking so you can see which keywords bring real enquiries. Then compare that with the jobs you won to get your cost per booked job.

Common mistakes that waste money

• Sending clicks to your homepage instead of a page about that service
• Targeting too wide an area
• No call tracking, so you can’t tell which ads bring work
• Missing the calls the ads generate – the most expensive mistake of all (see why missed calls cost roofers jobs)

Google Ads vs SEO vs Facebook Ads for roofers

Channel	Best for	Speed
Google Ads	Urgent repairs and people ready to hire	Fast – can start this week
SEO and Google Maps	Free, long-term enquiries	Slower – builds over months
Facebook and Instagram	Planned jobs like new roofs and fascias	Fast, but needs good photos

Most roofers do best with a mix. Learn more about ranking on Google Maps, Facebook and Instagram ads for roofers, and how to get more roofing leads without Checkatrade.

Stay on the right side of the rules

UK advertising rules (the CAP Code) require ads to be honest. Don’t claim to be “the cheapest” or “No.1” unless you can prove it, and make sure any offer in your ad is real and available.

Frequently asked questions

Do Google Ads work for roofers in the UK?

Yes, when they target the right searches and areas, send people to a good landing page, and every call is answered. Without tracking and fast replies, they can waste money.

How much should a roofer spend on Google Ads?

There is no fixed number. Start with a test budget you are happy with for a month, measure cost per booked job, and increase spend on what works.

Should I manage Google Ads myself or use an agency?

You can do it yourself if you have time to learn and check it weekly. Many roofers prefer a specialist so they can stay on the tools. See our Google Ads management for roofers, or read how to choose a roofing marketing agency.