Google Ads for roofers who want the phone to ring
Roofing work is emergency work and project work at the same time. We build Google Ads campaigns that get leak searchers to call and renovation searchers to request a quote, exactly in your working area. No platform in between: every enquiry comes straight to you.
Why this is a time axis and not a revenue chart. The most expensive job is not the fastest one, and the fastest searcher does not read your advert to the end. With a leak, all that counts is whether your phone number is clickable and whether you can come today; with a replacement, what counts is whether your page removes the doubt. A campaign that lumps all three together pays emergency click prices for visitors who are still exploring.
Why Google Ads for roofers needs its own approach
Roofing work carries a high order value. The average project value of roofing work that comes in through Google Ads sits above 650 euros, and for a roof renovation or a complete new roof that figure runs up much further. That changes the sums for advertising: one good job can earn back a whole month's ad budget. You don't need to buy thousands of clicks, you need the right clicks at the right moment.
Search behaviour in this trade is distinctly local and splits into two types of customer
Anyone with a leak searches for roofer plus their town and calls the first firm that looks trustworthy. Anyone planning a renovation or insulation work compares two or three quotes calmly before choosing. Those two groups each deserve their own adverts, their own keywords and their own landing page. As a PPC specialist we build that split in from day one: emergency searchers see a phone number that calls straight away, quote searchers get a short form that keeps the threshold low. That way the campaign matches how your customers really choose, rather than how an average account happens to be set up.
What a click costs and why structure is decisive
For local roofing searches you pay between €3 and €7 per click in most regions. On quieter keywords that drops towards €1.50 to €4.50. Emergency keywords around leaks sit at the top of that range, because every roofer knows that caller becomes today's job.
At those click prices, the structure of your account decides whether your budget pays off or evaporates
Three things weigh heaviest:
Separate campaigns per service
Roof leaks, roof renovation, roof insulation and guttering each have their own keywords, advert copy and page. One broad campaign mixes emergencies with browsing and ends up paying too much for too little.Negative keywords
Searchers looking for vacancies, courses or DIY solutions will happily click through your budget otherwise. We filter those out continuously.Bidding strategy by moment
During and right after a storm and heavy rain a click is worth more than on a dry Tuesday. Your bid should move with that.That set-up is not a one-off job. Search term reports show every week where money is leaking away and where there's room to grow, and we steer on that.
Why a fixed bid misses the most expensive days and pays for the cheap ones
Section 02 names three things that weigh heaviest, and the third is bidding strategy by moment: during and right after a storm and heavy rain a click is worth more than on a dry Tuesday. This is that sentence as a curve. The vertical axis deliberately carries no amounts, because those appear on this page per keyword, not per day.
Emergency keywords sit at the top of 3 to 7 euros, quieter keywords drop to 1.50 to 4.50. A fixed bid pays too much on the dry days for browsing visitors and sits too low on the storm days to win the caller who becomes today's job. The grey line is not a mistake in the settings, it is an average of two very different kinds of day.
Google Ads for roofers by region
The auction differs per city: the number of roofers advertising, the click prices and the type of jobs all vary. That's why we work with regional campaigns and a dedicated page per working area. See how we approach it for roofers in Tilburg NL, roofers in Breda NL, roofers in Amersfoort NL and roofers in Utrecht NL. Three working areas have since been added: roofers in Nieuwegein NL, the home base of our existing client, and the open regions roofers in Eindhoven NL, where emergency demand rules, and roofers in Den Bosch NL, where trust is the story.
To be upfront about capacity: in Nieuwegein and the Utrecht region, including De Meern, Vleuten, IJsselstein and Houten, we already work with a roofer; we do not sell that area again for roofing work. Every city page tells you what the local auction looks like and what that means for your budget.
Would rather build organically
That's covered in the guide local SEO for roofers. Working in a different region? The same approach works anywhere people search for roofer plus a place name: we map out your working area, exclude areas you don't cover anyway and focus bids on the places your best jobs come from.
Tempodak: a roofer we do this work for
The roofer we advertise for is Tempodak, a roofing company from Nieuwegein that works in Nieuwegein and the Utrecht region. We built their site, handle their findability alongside it, and have managed the Google Ads campaigns since the summer of 2026. Keyword, advert and landing page all pass through the same hands there: a search term that doesn't perform comes out, and we adjust the page the click lands on ourselves. That's why that region is spoken for with us for roofing work; how we build that kind of regional campaign is set out on the page for roofers in Nieuwegein NL.
We go through every enquiry that comes in via the campaigns together with Tempodak; anything that turns out to be spam doesn't count. What the campaigns deliver isn't stated here: those are Tempodak's own figures, and they're only shared in a conversation, and only if Tempodak agrees to it. See the site itself at tempodak.nl; how we built that site is covered on having a website built in Nieuwegein NL, and exactly what we do for which brand is set out in the breakdown on the case studies page.
What it costs and what you can expect
Our management for roofers starts at €250 per month for one business in one working area, with a one-off set-up cost of €500. Working from two to four locations, you pay €350 per month with a €500 set-up cost; for five to ten locations it's €450 per month with a €500 set-up cost. On top of that you pay your ad budget directly to Google and decide it yourself; we advise a starting budget that fits your region and the number of services you want to begin with.
What can you expect
The campaigns usually go live within a week and the first clicks follow straight after. We deliberately don't put a number on how many enquiries that produces: a client's figures belong to that client, and an average across other campaigns says little about your situation, because region, budget and competition decide the real number. That's why you get monthly reporting with the cost per enquiry, and you can pause the campaign at any moment, for instance if your diary is full. Want to know what's achievable in your working area? Book a call, and we'll work it through together before you spend anything.
The round that keeps emergencies and renovation apart
This page splits roofing work into two groups: the leak searcher who calls and the renovation searcher who requests a quote, each with their own adverts, their own keywords and their own landing page. Below is what happens per search.
01searchroof leak emergency today
02auctionseparate bid for emergencies and for renovation
03landingemergency page with a call button, renovation page with a quote form
04enquirythe call and the quote request come straight in
05adjustwhatever produced nothing comes out for the next round
The five steps aren't a one-off delivery but a loop. The auction runs again with every search, and step five feeds step one: whatever produces nothing comes out and makes the next round cheaper. That's why this list keeps rolling instead of standing still. The search at step 01 is an example to show the steps, not measured search volume from an account.
Shall we take a look at your campaigns?
The first conversation costs you nothing and comes with no obligation. We'll look together at your current visibility and at what's still there to win in your working area.
Google Ads specialist roofing prices
The price for managing your Google Ads depends on the number of working areas and how extensive your campaigns are in the region.
These packages are built for roofers who want more jobs from nearby, want to advertise in multiple working areas and want to grow steadily in their region.
The click price matters, but the return is what decides it
Most roofers ask themselves first: what does a click on Google Ads cost? That question makes sense, but without the right context a figure like that says little. Understandable, but without context a figure like that says little. A click of €1.40 might look like a lot for a small job, but if that click leads to a €3,000 bathroom renovation it's dirt cheap.
For roofing work, the click price depends on the region, the type of job, local competition and the way the campaign is set up. Keywords such as "roofer near me", "have my roof renewed Amersfoort" or "handyman for renovation" often carry a different commercial value and therefore a different click price too.
That's why we never steer on cheap clicks alone. We look at the chance of a job, the expected customer value and demand within your working area. That produces a campaign that doesn't necessarily have the lowest CPC, but does have a healthy cost structure and better profit per new customer.
Google Ads costs for roofers depend on region, local competition, job-related keywords, advert relevance and the quality of the landing page. The average cost per click for roofing keywords often sits within a range that's useful for forecasting, but profitability depends mainly on lead quality, order percentage and customer value.
Summary: you don't judge a profitable Google Ads campaign for roofers on cheap clicks alone. Local search demand, the right keywords, the quality of the enquiries, how you answer the phone and the value of a customer together decide whether your campaign is profitable.
Tip: Bid a higher CPC in the evening hours, emergency searchers search more often after 5pm
Emergency visitors don't trawl through five websites. They click the first relevant advert in Amersfoort and call straight away.
After a storm or overnight frost, search volume rises sharply. With Google Ads you pick up those peaks in Amersfoort automatically.
In Amersfoort, most emergency contacts come via a smartphone. Make sure you have a call button right in your advert.
More Google Ads from TheSEO
TheSEO delivers the same campaign strategy for roofers in Tilburg.
We also work with painters in Amersfoort. See how our campaigns work.
What does a click cost for a roofer on Google Ads?
The cost per click for roofing campaigns varies by region, job type and competition. Even so, the click price says little on its own. The real difference lies in how many relevant enquiries a campaign produces and what a new job is ultimately worth to the business.
Is SEO or Google Ads better for roofers?
Both can work well, but they serve a different purpose. SEO is valuable for long-term visibility, while Google Ads can generate direct enquiries faster.
For businesses that want more jobs from the region in the short term, Google Ads is often the fastest route. Ideally, SEO reinforces this over the longer term.
Why would we choose a specialist instead of advertising ourselves?
Advertising yourself looks simple, but in practice budget is often lost on keywords that are too broad, wrong region settings, weak advert copy or poor tracking.
A specialist provides a tighter set-up, better steering towards actual jobs and more insight into what campaigns really deliver.
Curious what's there for you to gain in Amersfoort?
Frequently asked questions about Google Ads for roofers, explaining costs, local advertising, returns, how quickly you see results and the management of your campaigns.