How much should a roofing company spend on Google Ads?

Start from crews, not percentages

Work out how many roofs a crew can install in a month in season. Subtract the repeat and referral work. Divide the rest by your close rate on inspections. That is the number of qualified leads the campaign has to produce. A two-crew residential company replacing forty roofs a month at a one-in-three close needs about eighty leads.

What a click and a lead cost

Roofing clicks are among the most expensive in home services, because the job is a five-figure sale and every roofer in the metro knows it. “Roofing seo company” alone costs about $79 a click for agencies bidding on it (Google Ads planner, US, October 2026); homeowner terms like “roof replacement” plus a city run from $15 to $60 depending on the market and the season. Roughly one click in eight becomes a call on a landing page built for it.

Let the budget follow the weather

A flat monthly budget wastes money in quiet months and runs out in storm weeks. We set a base budget for replacement and repair terms and a separate storm budget that switches on the day hail or wind hits your metro, with ads and a landing page written for insurance work. The storm budget is where the year is made.

The ceiling

Past the number of inspections your crews can run, the next dollar buys worse clicks. Put it into a third crew or into the organic side, which is what makes next season cheaper. The free audit shows the real click costs in your metro and what a lead should cost there.