How to run Google Ads for roofers.

A complete walkthrough of campaign structure for roofing businesses — ad groups for roof repair, storm damage, replacement, and specialty work, keywords, match types, headlines, and descriptions — plus a live demo of The JSR Engine managing it end-to-end.

Video walkthrough · Campaign framework · Live demo

The full walkthrough

Campaign structure, repair and replacement ad groups, keywords, match types, headlines, and descriptions — then a live demo of The JSR Engine running on a real roofing account.

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Walkthrough in production

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Campaign Framework

How to structure Google Ads campaigns for roofers

Themed ad groups for roof repair, storm damage, full replacement, and specialty work — each with 5 headlines, 4 descriptions, and 25-30 keywords across phrase, exact, and broad match. Copy this structure or let The JSR Engine manage it for you.

Ad Group 1

Roof Repair

5 Headlines

  • Roof Repair in {LOCATION(City)}
  • Licensed & Insured Roofers
  • Fast, No-Pressure Estimates
  • Leaks Stopped, Done Right
  • Free Roof Inspection

4 Descriptions

  • Need a roof repair in {LOCATION(City)}? We fix leaks, missing shingles, flashing, and valleys — licensed, insured, and warrantied.
  • Top-rated local roofers with hundreds of repairs done right. Honest assessments — we won't sell you a roof you don't need.
  • Free roof inspection and written estimate. We'll show you photos of the problem and walk you through every option first.
  • {LOCATION(City)}'s trusted roofing contractor. Asphalt, metal, tile, and flat roofs — repairs big and small.

Keywords (26)

  • "roof repair near me"
  • [roof repair near me]
  • "roofing contractor"
  • local roofer
  • "roof leak repair"
  • [roof leak repair]
  • roofer near me
  • "roofing company"
  • [roofing company near me]
  • best roofer
  • "roof repair service"
  • [roof repair service]
  • shingle repair
  • "roofing contractor near me"
  • [roofing contractor near me]
  • roof patch
  • "roof flashing repair"
  • [roof flashing repair]
  • licensed roofer
  • "local roofing company"
  • [local roofing company]
  • affordable roof repair
  • "roof inspection near me"
  • [roof inspection near me]
  • residential roofer
  • "roofing repair company"

phrase exact broad

Ad Group 2

Emergency & Storm Damage

5 Headlines

  • Storm Damage Roof Repair
  • Roof Leaking? Call Now
  • {LOCATION(City)} Same-Day Tarping
  • We Work With Your Insurance
  • 24/7 Emergency Roofers

4 Descriptions

  • Storm damage or active leak? We dispatch fast across {LOCATION(City)} — emergency tarping today, permanent repair after.
  • Hail, wind, or fallen-limb damage? We document everything and work directly with your insurance adjuster on the claim.
  • Water coming through the ceiling can't wait. Call now — real roofers answer and we get a tarp up same day.
  • Free storm-damage inspection. We'll tell you straight whether it's a repair or an insurance-covered replacement.

Keywords (26)

  • "emergency roof repair"
  • [emergency roof repair]
  • "storm damage roof repair"
  • [storm damage roof repair]
  • roof leaking
  • "roof leak repair near me"
  • [roof leak repair near me]
  • hail damage roof
  • "wind damage roof repair"
  • [wind damage roof repair]
  • emergency roof tarp
  • "roof tarping service"
  • [roof tarping service]
  • same day roof repair
  • "24 hour roofer"
  • [24 hour roofer]
  • insurance roof claim
  • "roof insurance claim help"
  • [roof insurance claim help]
  • hail damage inspection
  • "storm damage roofer"
  • [storm damage roofer near me]
  • leaking roof repair
  • "emergency roofer near me"
  • [emergency roofer near me]
  • fallen tree roof damage

phrase exact broad

Ad Group 3

Roof Replacement

5 Headlines

  • Roof Replacement {LOCATION(City)}
  • Free Replacement Estimate
  • Financing Available, 0% APR
  • Lifetime Workmanship Warranty
  • Done in a Day, Cleaned Up

4 Descriptions

  • Time for a new roof in {LOCATION(City)}? Free estimate, clear pricing, and most homes finished in a single day.
  • Premium asphalt, architectural, and designer shingles from GAF, Owens Corning, and CertainTeed — backed by a lifetime warranty.
  • Flexible financing with options as low as 0% APR. Get the roof you need now and pay over time.
  • We protect your landscaping, magnet-sweep every nail, and haul away all debris. You'd never know we were there — except the new roof.

Keywords (27)

  • "roof replacement"
  • [roof replacement near me]
  • "new roof"
  • replace my roof
  • "roof replacement company"
  • [roof replacement company]
  • new roof installation
  • "asphalt shingle roof"
  • [asphalt shingle roof replacement]
  • reroofing service
  • "roof installation near me"
  • [roof installation near me]
  • shingle roof replacement
  • "roof replacement estimate"
  • [roof replacement estimate]
  • architectural shingles install
  • "roof financing"
  • [roof financing options]
  • gaf certified roofer
  • "new roof installation near me"
  • [new roof cost estimate]
  • full roof replacement
  • "reroof house"
  • [reroof house near me]
  • tear off and reroof
  • "residential roof replacement"
  • [residential roof replacement]

phrase exact broad

Ad Group 4

Metal, Flat & Specialty

5 Headlines

  • Metal Roofing {LOCATION(City)}
  • Flat & Commercial Roofing
  • Standing Seam Specialists
  • Gutters & Skylights Too
  • 40-Year Material Warranty

4 Descriptions

  • Thinking metal? We install standing-seam and exposed-fastener metal roofs in {LOCATION(City)} — energy-efficient and built to last 40+ years.
  • Flat or low-slope roof? We do TPO, EPDM, and modified-bitumen systems for homes and commercial buildings.
  • Tile, slate, and cedar shake specialists. We restore and replace premium roofs most companies won't touch.
  • Full exterior: new gutters, gutter guards, skylights, and ventilation installed alongside your roof — one crew, one warranty.

Keywords (27)

  • "metal roof installation"
  • [metal roof installation]
  • "metal roofing contractor"
  • standing seam metal roof
  • "flat roof repair"
  • [flat roof repair near me]
  • commercial roofing
  • "commercial roof repair"
  • [commercial roofing contractor]
  • tpo roof installation
  • "tile roof repair"
  • [tile roof repair near me]
  • cedar shake roof
  • "slate roof repair"
  • [slate roof repair]
  • epdm flat roof
  • "gutter installation"
  • [gutter installation near me]
  • gutter guard install
  • "skylight installation"
  • [skylight installation]
  • roof ventilation install
  • "metal roof cost"
  • [metal roofing near me]
  • low slope roofing
  • "commercial flat roof replacement"
  • [commercial flat roof replacement]

phrase exact broad

FAQ — Google Ads for roofers

How should roofers structure their Google Ads campaigns?

Most roofing businesses do best with 4 ad groups split by job type: roof repair, emergency/storm damage, full roof replacement, and specialty (metal, flat/commercial, gutters). Repair and replacement have very different CPCs, ticket values, and buyer urgency, so keeping them separate lets you budget for the high-value replacement jobs without small repairs eating the budget.

How do roofers filter out DIY and price-shopper clicks?

At $30-50 a click, every roofing account needs heavy negative keywords. Block "how to," "DIY," "cost," "price," "calculator," "materials," "shingles for sale," "salary," "jobs," and "how long does a roof last." The JSR Engine discovers new waste terms automatically as they appear in your search term report — so you stop paying for homeowners who are researching, not hiring.

What's a reasonable Google Ads budget for a roofing business?

Roofing CPCs are among the highest in home services — typically $25-$50, and higher for storm-damage and replacement terms. Most roofing businesses budget $2,000-$10,000/month. Because a single replacement job can be worth $10,000+, even a handful of booked jobs makes the spend pay for itself — the key is blocking the waste so the budget reaches real homeowners.

Should roofers target storm damage and replacement separately?

Yes. Storm-damage and full-replacement searches have far higher ticket values and different urgency than small repairs. Run them in their own ad groups with intent-matched headlines and descriptions ("Storm Damage Roof Repair," "Free Roof Replacement Estimate in {LOCATION(City)}") so your best jobs get their own budget and messaging.

Skip the manual work. Let The JSR Engine run this for you.

Same framework. Automated negative keyword discovery. Twice-daily optimization.

Connect your Google Ads account in 60 seconds and The JSR Engine will structure, monitor, and optimize your roofing campaigns automatically — blocking DIY and price-shopper clicks as they appear.

Staging environment