Senior-led Google Ads management built for the way roofers actually win work — call tracking, service-level campaign structure, tight local targeting and reporting on jobs rather than clicks. From an independent specialist with ten years' experience.
A paid search restructure for a major US plumbing company reduced cost per lead by 44% in five weeks on an unchanged budget, with better lead quality.
Read the case studyRoofing has a longer sales cycle than most trades. A leaking roof produces an urgent call, but a re-roof, flat roof replacement or loft conversion involves a site visit, a quote, often a second quote, and a decision that can take weeks. Google Ads for roofers has to account for that — optimising for the phone call alone, without knowing which calls became jobs, leads to a lot of spend on enquiries that go nowhere.
The trade also has a reputation problem to work against. Homeowners are wary of roofers in a way they are not of plumbers, which means trust signals — reviews, accreditations, photos of completed work, guarantees — do more of the conversion work on a roofing landing page than in almost any other trade.
The issues below appear in most of the accounts I review from this trade. Each is specific, and each is fixable.
A roofing account that counts every call as a conversion will optimise toward cheap, low-quality enquiries. Without feeding quote and job outcomes back into the account, the algorithm never learns what a good lead looks like.
Roofing demand is weather-led. A single storm produces a week of emergency searches at three times normal volume. Accounts with fixed daily budgets cap out by mid-morning on exactly the days that matter most.
A page with no reviews, no accreditations and no photographs of finished work loses roofing enquiries to the competitor whose page has them, regardless of ad position.
A £300 repair and a £12,000 re-roof are not the same customer. Blending them produces bidding that is too aggressive for repairs and too timid for replacements.
The same principle as every account: commercial context first, then structure, verified tracking and reporting on what produces work.
Full management, an independent audit of what is already running, or training for your own team.
End-to-end management for roofers spending £2,000+ per month. Strategy, build, weekly optimisation and reporting on jobs.
An independent review of your existing account with a written report and prioritised recommendations. The report is yours regardless.
Learn to run your own account properly, or bring the person who does up to a professional standard.
Yes, through offline conversion tracking. When a quote is issued or a job is won, that outcome is imported back into Google Ads against the original click. The account then learns which searches produce work, not just which produce calls. It is the most important change available for roofers.
With a budget plan agreed in advance. Emergency repair campaigns are set up so their budgets can be raised the same day demand rises, and ad copy is ready for storm-damage searches. Accounts that try to react after the event miss most of the window.
£2,000 per month for ongoing management. Below that there is rarely enough data to optimise meaningfully. The audit (£399) and coaching (from £99 per hour) have no minimum, and the call is complimentary.
Yes. Most home services accounts are managed remotely and the approach is identical anywhere in the UK. Being based in Wandsworth simply means South West London businesses can meet in person.
Plumbers & Heating Engineers · Electricians · Roofers · Builders & Extensions · Tree Surgeons · Landscapers & Garden Design
Based in South West London? See the local area pages.
Book a complimentary call. I will review your account live — structure, call tracking, location settings, spend against jobs — and set out what I would change first.
Book a call →