The quick verdict
Google Ads work for bottom-of-funnel roofing queries: brand searches, "[city] roofing contractor", "storm damage roofer", "roof repair [zip]". CAC $400-$900 per closed reroof — competitive with mailed roof quotes ($300-$600). Top-of-funnel queries ("roofing", "roof replacement") have $15-$40 CPC and convert poorly. Most established roofers run both: Google captures in-market intent; mailed quotes capture pre-intent acquisition.
Side-by-side
| Metric | Mailed Roof Quotes | Google Ads (bottom of funnel) | Google Ads (top of funnel) |
|---|---|---|---|
| Targeting | By street + roof age | By search intent | By broad search intent |
| Cost per contact | $1 per quote | $5-$12 per click | $15-$40 per click |
| Conversion to deposit | 2-4% of mailings | 8-15% of clicks | 1-3% of clicks |
| Loaded CAC | $300-$600 | $400-$900 | $1,500-$3,500 |
| Scalability | High — mail more | Limited by local search volume | High but breaks margin |
Where Google Ads win for roofers
- Brand defense. Competitors bid on your name; small Google Ads budget keeps the top spot.
- Storm-response capture. "Hail damage roofer [city]", "emergency roof repair" — high-intent queries spike post-event.
- Insurance-claim language. "Roof insurance claim help" attracts homeowners with active claims.
Where mailed roof quotes win
- Cold acquisition before homeowners search. Most reroofs happen 1-3 years after the roof starts looking bad; homeowners don't search until something fails. Mailed quotes reach them before that moment.
- Targeting precision by roof age. Google Ads target by search intent; mailings target by visual roof condition (Street View prescreen).
- Visual product preview. Mailed quotes show the homeowner THEIR house with a new roof — a click on Google Ads doesn't.
Recommended Google Ads setup
Year-1 roofer Google Ads budget: $300-$1,500/mo (steady-state)
- Brand defense ($100-$200/mo): Bid on your company name.
- High-intent local ($200-$800/mo): "[city] roofing contractor", "roof replacement [zip]", "metal roof installer [city]".
- Insurance-claim queries ($100-$500/mo): "Roof insurance claim", "storm damage adjuster help".
- Storm-response surge ($2K-$5K in event windows): Hail/wind-damage queries spike for 14-30 days post-event.
Capture homeowners before they Google "roofer near me".
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