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PpcAutomate

Google Ads for roofers and PPC for roofing companies

PpcAutomate runs the daily Google Ads work for roofing companies: it blocks shingle price, DIY repair, and job-seeker searches as they appear, keeps replacement and repair campaigns inside their budgets through storm season, and alerts you when calls or form fills drop.

Try it with your report

Pay for leaking roofs and full replacements, not for DIY and material searches

A roofing account collects very different searches under the same broad keywords. A homeowner typing "roof leak repair near me" after a storm wants a truck this week. Someone typing "roofing jobs hiring" wants employment, and someone typing "how to patch a shingle" wants a video. Google charges you for all three clicks, and roofing clicks are among the more expensive in home services.

The table shows how PpcAutomate treats common roofing query groups once you mark which jobs you sell. Treat it as a starting map. Your own search terms report decides the final list.

  • Emergency repair

    Example searches

    roof leak repair, emergency roof repair, storm damage roofer

    Typical intent

    Call now

    What the rules do

    Keep eligible, protect from negatives, watch cost per lead

  • Replacement

    Example searches

    roof replacement cost, new roof estimate, metal roof installation

    Typical intent

    Quote request

    What the rules do

    Keep eligible, compare cost per lead with job value

  • Inspection and insurance

    Example searches

    roof inspection, roof damage insurance claim

    Typical intent

    Booking

    What the rules do

    Keep eligible if you do inspections, lower cost per lead target

  • Job seekers

    Example searches

    roofing jobs, roofer salary, roofing apprenticeship

    Typical intent

    Employment

    What the rules do

    Add as phrase negatives after review

  • DIY and materials

    Example searches

    how to patch a roof, shingles per square, roofing nails

    Typical intent

    Self service

    What the rules do

    Add as exact or phrase negatives

  • Out of scope

    Example searches

    roofing supply wholesale, roofing software

    Typical intent

    Trade buyer

    What the rules do

    Exclude unless you sell to the trade

The table is about speed. A roofing company that reviews search terms once a month pays for three or four weeks of salary and DIY clicks before anyone notices. Negative keyword autopilot mines recurring word groups every day, so a pattern like "jobs" or "how to" is caught after a handful of wasted clicks. See the negative keyword automation page for how match types are chosen.

Pace the budget around hail, wind, and the spring rush

Service area, 16 ZIP codes

Bid +10% · CPL $118

Sample account, demo data

Roofing demand arrives in bursts. A hail event or a week of high wind can triple the calls in a metro, and a long dry stretch brings quiet. A flat daily budget either runs out by midmorning right after a storm or sits unspent in a slow month.

PpcAutomate's pacing rules compare month-to-date spend against the monthly budget you set. When a campaign is on track to hit its cap early, the rule slows budget increases and emails you. When it falls behind during a busy week, it can raise the daily budget in small steps, inside a ceiling you choose. No change moves by more than the daily limit, so a rule cannot double your spend overnight.

  • Keep storm repair and planned replacement in separate campaigns so each has its own budget and cost per lead target.
  • Raise the repair budget when the forecast shows hail or high wind, not after the leads are already gone to a competitor.
  • Pause promotional offers when the crew is booked out for weeks.
  • Use the change log to see which budget moved and why.

Keep spend inside the ZIP codes your crews actually reach

Location settings live in Google Ads, and they matter before any negative keyword runs. Set a radius or ZIP codes around the area your crews can reach with your promised estimate time. Check whether the campaign targets people in the area or also people who show interest in it, because the second option can send budget to someone researching a house in another state.

Storm chasers and out-of-town competitors make city names tricky. "Roofer Dallas" is useful if Dallas is in your territory and wasted if it is not. PpcAutomate applies exclusion and bid rules to the campaigns you select. It does not widen your radius or change your location settings on its own.

A rule set a small roofing crew can read in one minute

These rules show the level of control you keep. Each one says what it checks, where it applies, and how far it can move a setting in a day. You can switch any rule off and undo any change from the log.

  1. 1 When a search phrase containing jobs, salary, hiring, or apprenticeship spends without a conversion, add it as a phrase negative to the repair and replacement campaigns.
  2. 2 When a query starting with how to or diy collects 3 clicks and no conversion, add it as an exact negative.
  3. 3 When cost per lead on replacement keywords rises above $220 over 30 days, lower their bids by up to 10 percent per day.
  4. 4 When the repair campaign is on pace to spend its monthly budget before the 20th, slow daily budget increases and send an email alert.
  5. 5 When calls or form fills drop to zero for 24 hours while spend continues, send an alert so you can check the phone line and tracking.

The thresholds above are examples. You enter your own numbers based on average roof ticket size and close rate.

How much should a roofing company spend on Google Ads?

Start from the number of roofs you want to sell, your close rate, and the cost per lead you can afford, then let the budget follow. Roofing tickets are large, so a company can afford a higher cost per lead than most local trades, but only if estimates convert. Clicks in roofing are expensive in most US metros, so the budget has to be big enough to collect a meaningful number of leads each month.

Run the math before you raise spend. If your target is 8 replacements a month, you close 25 percent of leads, and you can pay $150 per lead, the account needs about 32 leads and roughly $4,800 in monthly spend. If that is out of reach, narrow the campaigns to the jobs with the best margin, usually replacement and storm damage, rather than spreading a small budget across every service.

PpcAutomate's bid and budget rules then hold the account to that plan. Monthly pacing spreads spend across the month, and a daily cap on change size stops any single rule from making a large swing. The bid and budget rules page shows how targets and limits are set.

See what changed in the account while you were on a roof

Owners and office managers rarely have time to open Google Ads during the day. The change log lists every negative added, every bid adjusted, and every budget moved, with the rule that triggered it and a one-click undo. Daily email alerts cover spend spikes, conversion drops, disapproved ads, and campaigns that run out of budget.

The monthly report puts cost per lead, spend, and the work done in one place, so you can decide whether to add a service, cut a town, or raise the budget before the next season. If several people share the account, Starter includes 2 team seats and Growth includes 5.

A flat fee instead of a percentage of your ad spend

Roofing PPC agencies often charge a monthly retainer or a percentage of ad spend, and the routine work behind that fee is mostly search term reviews, bid changes, and budget checks. PpcAutomate does that routine for a flat subscription. Your Google Ads spend is billed by Google separately.

Starter costs $99 per month, or $49 per month billed yearly at $588 per year. It covers 1 Google Ads account and up to $15,000 in monthly ad spend under management. Growth costs $249 per month, or $124 per month billed yearly at $1,488 per year, and adds Microsoft Ads, target CPA pacing, per-rule Approve or Autopilot mode, Slack alerts, and a weekly account audit. Multi-location companies usually start on Growth. Compare all limits on the pricing page.

If you run other home services trades, the Google Ads for HVAC and Google Ads for plumbers pages cover the same workflow, and PPC management for small business covers the general case.

Questions roofing companies ask about Google Ads

Yes, for roofing companies that sell replacements and repairs in a defined service area and answer the phone fast. Roof jobs have high tickets, so one booked replacement can cover a month of clicks. The risk is wasted spend on DIY, shingle, and job-seeker searches, which daily negative keywords remove.

Work backward from booked jobs. Divide your monthly job goal by your close rate to get leads needed, then multiply by the cost per lead you can afford. For example, 8 roof replacements at a 25 percent close rate and $150 per lead needs about 32 leads and roughly $4,800 a month.

Start with roof repair, roof replacement, roof leak repair, emergency roof repair, and roofing contractor, combined with your city or near me. Exclude jobs, salary, shingles price per square, how to, and DIY terms from day one, then add negatives from your own search terms report.

Many run both. Local Services Ads charge per lead and suit general repair calls, while Search campaigns charge per click and give you keyword, negative, and bid control for high value replacement work. PpcAutomate manages the Search side.

No. Local Services Ads are managed in their own dashboard. PpcAutomate works on Google Ads Search campaigns, and on Microsoft Ads from the Growth plan, adding negatives, adjusting bids and budgets within your limits, and reporting every change.

Yes, from the Growth plan. Each rule can run in Approve mode, where proposed changes wait for your click, or Autopilot mode, where they apply within your daily limits. Starter applies rules automatically and keeps every change in the log with one-click undo.