Lead-gen sites resell the click
Angi, HomeAdvisor and Networx bid on your terms, sell the same lead to four roofers, and the homeowner gets five calls. You’re paying to be one of five.
Clicks at $30 to $80. Materials and crews eat most of the job. The ads can’t afford to miss.
Roofing is one of the costliest trades on Google. Clicks run $30 to $80 in a normal metro, more after a storm, and Angi, HomeAdvisor and the national brands are bidding on all of it. A full replacement pays $3k to $10k in profit, but materials and crews take most of the invoice, so a month of junk clicks hurts.
We build campaigns by job type and roof material, bid hardest for replacements and storm claims, cut the repair-only and DIY searches, and track every call through to a signed contract in your CRM.
Replacements from $10k to $30k, repairs from $500. The upside is real. So is the waste, and here’s where it usually comes from.
Angi, HomeAdvisor and Networx bid on your terms, sell the same lead to four roofers, and the homeowner gets five calls. You’re paying to be one of five.
“Roof leak repair” is a $600 job that takes a crew off a $20k replacement. In the same campaign, Google chases the cheap call because it converts more often.
After hail, every roofer and every storm chaser bids the same terms the same week. Without a plan, you pay peak prices for the least loyal customers.
Campaigns by job and material: Replacement, storm and insurance claims, repair, metal, tile, flat and commercial. Different bids, different pages, different budgets.Negatives for the DIY aisle: Shingle prices, “how to patch a roof”, roofing jobs, supplier names, rental equipment. Mined weekly and cut.Storm playbook ready in advance: Pre-built hail and wind campaigns that go live the morning after, with zip targeting on the storm path, so you’re on the door before the out-of-state trucks arrive.Track to the signed job: Call tracking plus AccuLynx, JobNimbus or Roofr, so Google learns from signed contracts and goes looking for more of those homeowners.Examples from roofing accounts. The real lists run to hundreds of terms and get reviewed every week.
Your account is run by two PPC pros with 20+ years each. No handoff to a coordinator juggling 35 accounts.
Not quarterly. Not “when the algorithm settles”. Every week, by hand, so the junk never gets a chance to pile up.
Your Google Ads account, your data, your tracking, from day one. Leave anytime and take it all with you.
Who likes 12-month contracts? We don’t. We earn the next quarter by making the last one pay.
In a competitive metro, $6k to $15k a month to get steady replacement leads. Smaller markets can work on $3k to $5k. After a storm we may ask to raise it for a few weeks, because that is when the jobs are.
No. One roofing company per metro. The storm playbook, the negatives list and the bidding data stay with you.
Mostly, yes. Separate campaigns, ad copy that says “replacement”, and landing pages that set a minimum. Some repair calls still come through, and we track whether they turn into replacements later.
A small niche with a lot of Amazon in it. Precision matters more than budget.
How we run it →It rains, the phone rings, the franchises bid. Be ready before the storm, not after.
How we run it →Lead vendors sold you the same name three times. Your own ads don’t.
How we run it →A $500 job with a $100 material cost. Volume is the whole business, and so is the schedule.
How we run it →Talk to a senior PPC expert who has run roofing accounts. Never a junior.