How Many Leads Can a Roofer Expect From a Google Ads Campaign? [Bonus: 5 PPC Strategies to Spike Your Leads]
Whenever you ask a marketing agency how many leads a Google Ads campaign will bring they answer with some version of, “How long is a piece of string?”
That’s a frustrating answer because it’s easy to figure out how long a piece of string is. You measure it. And you can measure how many leads a Google Ads campaign will bring your roofing business…as long as you have the right formula.
Read on to discover the simple lead-estimating formula that works for all residential and commercial roofers.
Paying for the unknown always brings uncertainty.
If you hired someone to clean your gutters and they told you “we might clear all the leaves, but it’s too difficult to say at the moment”, you’d naturally be frustrated.
This same frustration is common for roofers looking to invest in a Google Ads campaign. Marketing agencies end up saying “it’s too difficult to say how many leads you’ll get” and expecting you to trust them.
Sorry, but that’s B.S
You can predict a ballpark figure for many leads you’re likely to get AND how much revenue a paid ads campaign will generate for your roofing business. All before you spend a single cent.
This prediction works whether you’re a residential roofer looking to launch your first PPC campaign, or a commercial roofer thinking of doubling your current Google Ad spend. All you need to know is:
- Your Google Ads budget
- Your estimated Cost-Per-Click (CPC) of your roofing keywords
- Your website conversion rates
- Your average sale amount
If you know those figures, read on to discover how many leads an ad campaign will bring you.
“Does Google Ads work for roofers?”
Google Ads is designed for roofing businesses because it connects problem-aware customers with solution-ready businesses.
The people who jump on Google and click on Google Ads know what they want.
- ‘leaking roof help’
- ‘replace storm-damaged shingles’
- ‘affordable commercial roofer near me’
These are the types of keywords that people use before they click on a Google Ad. And the common thread is that all of these keywords describe an obvious problem.
The result? Google Ads convert 50% better than organic search results because when someone clicks on your roofing ad they’ve already figured out there’s an issue to be resolved. And they’re looking to find the best roofer to help them.
Not sure if Google Ads is right for you? Learn whether Google Ads will work for your roofing services
Use our ‘Roofing Google Ads Formula’ to estimate how many leads you’ll get and what revenue you’ll generate
Wouldn’t it be nice if there was a way to predict the EXACT number of leads you’ll generate through your own PPC campaign…
Oh wait, there is! It’s easy with our ‘Roofing Google Ads Formula’.
You can predict your likely leads AND revenue as long as you know the following figures:
- Your Google Ads budget
- Your estimated Cost-Per-Click (CPC)
- Your website conversion rates
- Your average sale amount
With those four figures you can predict the future. Here’s how you do it…
Let’s say you spend $1,000 on your Google Ads campaign and the CPC of your target keyword is $1. That will give you 1,000 ad clicks before your money runs out.
Now, there are TWO website conversion rates you’ll need to factor in. Not everyone who comes to your site is a lead – they’ll need to request a quote or contact you to qualify as a lead. Then, not everyone who becomes a lead will end up as a customer.
This leaves you with:
- Website traffic to lead conversion rate
- Lead to customer conversion rate
Let’s say your website traffic to lead conversion rate is 10%. That means you generate 100 leads from the 1,000 people who came to your site. And if your lead to customer conversion rate is 5%, you’ll land 5 new customers from your 100 leads.
Finally, multiply your estimated new customers by your average sale amount and *boom*, there’s your revenue.
If you’re a roof replacement contractor charging $15,000 per job, you’ll make $15,000 x 5 = $75,000.
Using this simple formula you would have calculated that a $1,000 ad spend can predict $75,000 of revenue.
Thinking about price? Read a full Google Ad campaign cost breakdown (exclusively for roofers)
Check out our example ‘Roofing Google Ads Formula’
||‘Anthony’s Roof & Gutter Company’
|Google Ad Spend
|Cost Per Click
|Leads (Website Conversion Rate)
|Conversion Rate To Sale
|Average Sale Amount
PLEASE NOTE: These figures are examples only.
4 ways to get more roofing leads with a PPC campaign
We’ve crunched the numbers.
Now it’s time for some real-world, practical tips to improve your next PPC campaign. If you’re outsourcing your Google Ads to an agency you won’t need to worry about these strategies (as they’ll come standard).
But if you’re looking to improve your own results, here are a few tactics to bring in more leads through paid ads.
#1 – Use negative keywords
If you’re considering Google Ads then you’re already familiar with keywords. However, targeting roofing keywords to generate leads isn’t the only strategy you can use.
Just as certain keywords bring qualified traffic, other keywords can bring unqualified traffic. By excluding these keywords – known as negative keywords – you can:
- Save money by stopping your ads from appearing to irrelevant customers
- Reduce your CPC and get a higher ad rank
- Improve your Quality Score by only appearing for relevant keywords
For example, let’s say you’re targeting the keyword ‘roof repair’. Blocking the negative keywords ‘DIY’ means your ad won’t show when someone searches for ‘DIY roof repair’. This is a good thing because that person isn’t likely to hire you; they want to fix their own roof.
#2 – Block your competitor’s name
Just as you can block negative keywords, you can also stop your ads from showing when keywords are searched using your competitor’s name. For example, ‘roof installation’ sounds like a valuable keyword. But if it’s attached to ‘competitor’s name + roof installation’, it’s not as attractive.
If someone is looking for a specific roofing company, odds are they’ve already made up their mind and want to get in touch with that business. If your ad ranks for this keyword, you’re unlikely to get a click – which won’t waste your ad spend. But having ads that rank, and aren’t clicked, hurts your click-through rate (CTR).
Google uses your CTR to determine your Quality Score. And your Quality Score determines how much you pay for each ad.
In short, if your ads are appearing but not getting clicks, you’ll have to start paying more to stay in the game.
#3 – Target specific suburbs
One of the advantages of Google Ads is the ability to geo-target. In a nutshell, this lets you run your ads in specific suburbs, zip codes, or locations. You can use geo-targeting to deliver messages to individual suburbs. The more niche your message, the more likely you are to generate leads.
For example, let’s say you run a landscaping company out of Sydney, Australia.
An ad that says ‘Cheap Roof Repair | Call Now For Your Free Estimate’ is broad, and even a little vague. Compare this to an ad that says ‘Hey Sydneysiders! Save Time With Fast Roof Repair (And Head To Bondi Beach Instead)’ is highly personalized.
4 out of 5 customers want ads personalized to their zip code or city. That’s why ad copy that resonates with your audience is more likely to grab their attention, and more likely to lead to clicks.
#4 – Run ads after-hours and on weekends
Roofing customers need help 24/7, so use your ads to target people when they need help most.
Unlike a brick and mortgage store, your paid ads can be “working” any time, night or day. You can schedule your ads to appear on weekends or after working hours, which helps bring in more leads. This is known as ‘time targeting’ or ‘day parting’.
For example, you may choose to run your roofing ads on weekends between 9am and 12pm. Suppose your customers are at work during the week, but use their weekend mornings to take care of chores around the house. In that case, they may be more likely to notice a damaged roof or bent flashing while your ads are running.
When they jump online to look for help, your ads are more likely to be seen, and your odds of generating a lead go up.
Ready to turn on leads like you’re turning on a tap?
When you’re paying for ads, it’s nice to know you’re not throwing money down the drain.
Using our ‘Roofing Google Ads Formula’ you can take the guesswork out of your next PPC campaign. That’s how you estimate leads AND expected revenue before spending a cent.
Once you know roughly how many leads you’ll generate, it’s easier to spend money on a monthly Google Ads budget knowing you’re creating a pipeline of work.
Ready to turn on the tap of qualified leads?
Click here if you’re thinking of running your own PPC campaign (free tips and tricks to get started)
Click here to schedule a consultation and claim a FREE ‘Google Ads Blueprint’ to learn how we can grow your business
Tradies: Don’t Invest a Dollar in Digital Marketing Until You Read This!