More booked jobs, fewer tire-kickers.
You're paying for clicks on Google Local Services Ads and Search, but half the leads are out of your service area or shopping for a patch when they need a full replacement. We run local paid ads and SEO for roofing contractors - with call tracking and offline conversion tracking that tells you which clicks actually turned into $15k roof replacements, not just which ones rang the phone.
You don't have a lead problem. You have a lead-quality problem.
Most roofing contractors we meet aren't under-spending on ads - they're over-paying for the wrong leads, with no way to tell the difference. Here's what that looks like day to day.
Paying for clicks that never book a job
Your Google Local Services Ads and Search campaigns generate calls, but half are out of your service area, shopping for a $200 repair when they need a full replacement, or tire-kicking with no intention to hire. You're paying for lead volume, not booked jobs.
Storm-chasers flood the market after every weather event
A hailstorm rolls through and out-of-town contractors swarm your service area, bidding up CPCs and crowding the map pack. Your cost per lead doubles overnight, and the leads you do get are comparing you against five out-of-towners with no local reputation.
No idea which leads actually turned into roof replacements
A roof replacement is a $10k–$30k decision and a weeks-long sales cycle. By the time a job closes, you've lost the thread between the original click and the signed contract. You can't optimize spend when you don't know which campaigns actually produce revenue.
Agencies that don't understand insurance claims or roofing sales
Your last agency ran your ads like you sell software. They didn't factor in that half your jobs go through insurance claims, that storm-damage leads need a different response than routine replacements, or that your sales cycle isn't the same as an e-commerce checkout.
Four disciplines, aimed at booked jobs.
We don't just run your ads and hope. The same team that manages your Google LSAs and Search campaigns also owns the tracking that measures them and the landing pages that convert them - so there's no finger-pointing when lead quality moves.
Paid advertising - Google Local Services Ads & Search
Google LSAs and Search structured around your actual service area and job types - not a generic "roofing" bucket.
Explore serviceLocal SEO - map pack & Google Business Profile
Show up in the map pack when homeowners search "roofing contractor near me."
Explore serviceConversion tracking - call tracking & offline conversions
Call tracking that ties every call back to the campaign that produced it - and uploads booked jobs to Google so the algorithm learns what a real lead looks like.
Explore serviceLanding page design & CRO
Job-booking landing pages that remove the friction between "I have a roof problem" and "I booked an inspection."
Explore serviceWe also run social media and marketing strategy - but for roofing contractors, these four are where the fastest, most measurable impact lives. We'll tell you honestly if your situation warrants more.
The engagement - in four plain steps.
You're silently asking: 'okay, but what actually happens if I click this?' Here's the real process - not an idealized version. The first step is small and free, so you can evaluate us before committing to anything.
Free audit
We review your Google LSA and Search accounts, your Google Business Profile, your call tracking setup (if any), and one landing page. You get a written diagnosis of where lead quality is leaking and what to fix first - whether or not you work with us. No sales deck.
Custom strategy
If the audit shows we can help, we build a job-type-specific strategy: which campaigns to restructure (replacement vs. storm vs. repair), what call tracking and offline conversion uploads to implement, which landing pages to ship for storm damage and insurance claims. Scoped around the jobs you want to grow and the market you're competing in.
Launch
We restructure campaigns around your job mix, implement call tracking with offline conversion uploads so Google learns what a real booked job looks like, and ship job-specific landing pages (storm damage, insurance claim, free inspection). Storm-response campaigns are wired to NWS alerts so they activate within 24 hours of a weather event.
Transparent reporting
Monthly reporting tied to booked jobs and signed contracts - not clicks and impressions. You see cost per booked job by job type, which campaigns produced $15k replacements vs. $200 repairs, and exactly what we changed and why. Quarterly business review to recalibrate before storm season.
All engagements start with the free audit. If we can't help, we'll tell you in the audit - not after you've signed.
A representative result, not a roofing guarantee.
We don't publish named-client case studies - most roofing contractors don't want their competitors to see what's working. Here's a representative composite based on typical results, with a plain note on how the approach transfers to your situation.
Apex Roofing & Restoration · Residential roofing contractor
Challenge
A residential roofing contractor in a hail-prone market was paying $312 per lead through a shared lead-gen service, with half the leads out of their service area. Their own Google LSA and Search campaigns were running as a generic 'roofing' bucket - no separation between replacement, storm damage, repair, and inspection. No call tracking meant no way to tell which leads actually became $15k replacements, and storm-response campaigns were activated days after weather events instead of hours.
Strategy
Restructure campaigns around job types - replacement, storm damage, repair, inspection - instead of a generic 'roofing' bucket. Activate storm-response campaigns within 24 hours of NWS severe-weather alerts. Implement call tracking with offline conversion uploads so Google's algorithm learns the difference between a $200 repair and a $25k replacement, not just what a click looks like.
Execution
Job-type-specific Google LSA and Search campaigns with service-area bidding tied to the contractor's actual coverage map. Storm-response campaigns wired to NWS alerts, activated within 24 hours of a severe-weather event hitting the market. Dynamic call tracking with lead scoring by job type, and offline conversion uploads of booked jobs back to Google Ads so the algorithm optimized for revenue, not clicks.
Results
Note: Apex Roofing & Restoration is a representative composite based on typical results from our roofing clients, not a single named account. Individual results vary based on storm activity, market, and starting spend - we'll discuss your specific situation in the audit.
The roofing lead-acquisition audit checklist.
A 24-point checklist you can use to self-assess your current lead engine - Google LSAs, Search, Google Business Profile, call tracking, and landing pages. Genuinely useful whether or not you ever talk to us. No email gate beyond delivery.
- The 7 job-type campaign structures that out-perform a generic 'roofing' bucket
- The 3 call-tracking setup errors that break signed-contract attribution
- The storm-response activation triggers that capture demand within 24 hours of a weather event
- The landing-page elements that move storm-damage and insurance-claim traffic to call
The honest answers to what you're weighing.
Shouldn't I just have my office manager run the ads?
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Plenty of roofing contractors start that way, and it works - until it doesn't. Google LSAs and Search have gotten competitive enough that doing it well means call tracking, offline conversion uploads, landing-page testing, and weekly pacing. That's a full job, not a side task. We're the senior function without the headcount, and your office manager keeps doing what they're best at - answering the phone and booking the jobs we send.
What about a local marketing generalist or the company that does my website?
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A generalist can set up campaigns. But the three things that break roofing lead programs - lead quality (tire-kickers vs real jobs), no offline conversion tracking, and landing pages that don't convert storm-damage traffic - are exactly what a generalist can't cover. We run paid, tracking, and CRO as one team, so there's no gap between what's measured and what's optimized.
Another agency says they only do roofing SEO. Why do I need paid ads and tracking too?
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Because SEO is a six-to-twelve-month play, and you need leads this month. SEO gets you into the map pack; paid ads get you the leads today. And without call tracking and offline conversion data, neither one tells you which clicks actually became $15k roof replacements. Agencies that only do SEO optimize for rankings; we optimize for booked jobs across every channel that produces them.
What about lead-gen sites like Angi or HomeAdvisor?
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They're a channel, not a strategy. The leads are shared with three to five competitors, you pay per lead whether it books or not, and you don't own the relationship or the data. We build your own lead engine - your ads, your landing pages, your tracking, your Google Business Profile - so the leads are exclusive, the data is yours, and the pipeline compounds instead of renting every month.
Start with one question.
No form yet - just tell us what's most on your mind. We'll point you to the right next step based on your answer.
What's your biggest lead-acquisition challenge right now?
Book a free roofing lead audit.
We'll look at your Google LSAs, Search campaigns, your Google Business Profile, and one landing page. You'll get a written diagnosis of where your lead quality is leaking and what to fix first - whether or not you work with us. No sales deck, no pressure.
The audit is a 30-minute call plus a written follow-up. We reply within two business days.
No risk to start.
The audit is free and comes with no obligation. If we propose an engagement, it starts month-to-month after the first quarter - no long-term lock-in. You own every ad account, every creative asset, and every piece of tracking we set up. If we part ways, you keep all of it and we hand over cleanly.