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Paid Ads for Roofers: What is the Recommended Budget?

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Are you a roofer looking to take your business to new heights? 

One powerful tool you should consider adding to your marketing arsenal is paid online advertising. You can boost your roofing business with targeted online advertising campaigns by increasing your online visibility and generating more leads. 

One of the critical benefits of paid ads for roofers is the ability to reach a larger audience. By targeting specific keywords, you can ensure that your ads are seen by potential customers who are actively searching for roofing services.

Another advantage of paid ads is that they can help increase brand awareness, building trust and credibility for your roofing business. 

By staying top of mind with potential customers through targeted ads, you can establish your brand as a reliable and reputable choice in your market. Exploring the various advertising platforms available for roofers is essential to get started with paid advertising. 

Whether it's Google Ads, Facebook Ads, or Local Service Ads, each offers unique features and targeting options to help you reach your specific audience and achieve your marketing goals. 

If you're ready to take your roofing business to the next level, consider incorporating paid ads into your marketing strategy and watch as your online visibility and leads soar.

Setting a Budget for Google Ads

Setting a budget for Google Ads is crucial to ensure the success of your online advertising campaigns.  

Whether you’re just starting your roofing business or already have an established brand name, determining how much you are willing to spend on Google Ads is essential to maximize your return on investment. 

With Search Ads, businesses create text-based ads that appear prominently in Google search results when users search for relevant keywords. This form of advertising allows companies to capture users actively seeking information, driving direct and immediate engagement.

On the other hand, Display Ads leverage visual banners, images, and interactive media to reach potential customers across a vast network of websites, blogs, and apps that are part of the Google Display Network. 

Display Ads are designed to build brand awareness, attract attention, and engage users within various contexts, increasing visibility and potential conversions.

These Google Ads formats offer a comprehensive approach to online advertising, allowing businesses to tailor their campaigns to specific goals and connect with users at different stages of their customer journey.

Understanding the key factors influencing your budget allocation is essential when determining your Google Ads budget, including:

  • Advertising goals - Do you want to be known in a large area or target a specific market?
  • Market trends - How closely do you monitor market trends to ensure your offerings stay relevant and appealing?
  • Competition in your industry - Are there big names you’re competing with? Who are they, and who are their customers?
  • Campaign targeting - How will you ensure you reach the right people at the right time in the right channel?

By carefully considering these factors, you can determine your budget for Google Ads campaigns as a roofer. To give you some help, utilize this no-cost Google Ads budget tool to estimate costs and assess the ROI from your Google Ad campaign. 

The cost to run ads can vary significantly, ranging from $1,000 to $10,000 monthly. The average cost-per-click on the Google Search Network is typically between $1 and $2, while it tends to be around $1 on the Google Display Network. (Source)

So, be prepared to allocate your budget accordingly to make the most of these advertising opportunities that will help you reach your target audience effectively and generate quality leads for your business.

Consider the power of Google Ads and set a budget that aligns with your advertising goals and objectives. By taking the time to research and plan your budget accordingly, you'll be on your way to running a successful Google Ads campaign.

Now it's time to explore another powerful advertising platform–Facebook Ads. 

Setting a Budget for Facebook Ads

Social media has become an integral part of our daily lives, and leveraging platforms like Facebook can be a game-changer for reaching your target audience. Allocating a budget for Facebook Ads requires careful consideration of critical factors that impact your budget allocation. 

These factors include:

  • Your advertising goals - How does your budget align with your broader business goals?
  • The level of competition in the roofing industry - How are your competitors utilizing ads on Facebook, and how might that impact your advertising strategy?
  • The popularity of keywords related to your services - Have you explored the relevance and demand of keywords related to your roofing services? What are your ideal customers searching for?
  • Your level of risk intolerance - Are you comfortable with taking high risks with the potential for high rewards? Or do you want to start conservatively?

Setting a budget is recommended to make room for reach and testing. For small businesses or those new to Facebook advertising, starting with a budget of $500 to $1,000 per month is suggested. 

Take some time to check out this tool used to calculate and set your Facebook budget. You can establish a comprehensive budget for your entire campaign or allocate separate budgets for your ad sets.  

Understanding these factors allows you to determine the optimal budget for running successful Facebook ad campaigns as a roofer. With the proper allocation of funds, you can effectively engage with your audience, generate quality leads, and ultimately grow your roofing business. 

take advantage opportunity

Now that you've mastered setting a budget for Google Ads and Facebook Ads as a roofer, it's time to explore another powerful advertising platform–Local Service Ads.

Exploring Local Service Ads (aka Google Guaranteed) for Roofers

Local Service Ads are a great way to get your roofing business featured at the top of local search results and increase your visibility to potential customers.

By appearing at the top of search results, you can significantly increase your chances of attracting quality leads and growing your business. These ads are essential for roofers because they allow you to showcase your services and expertise directly to your target audience. 

With Local Service Ads, you can highlight your qualifications in customer reviews and even provide a direct contact option for customers to contact you. 

Google Local Service Ads allows you to sign up as a service provider, get verified, and set your budget all in one place. You also have the option to call and get set up by a Google Specialist. It allows you to increase or reduce what you are spending at any time or completely stop your ads altogether. 

As mentioned above, Local Service Ads also has a tool to assist you with your budget needs. Once you've entered the desired amount, this innovative platform works, utilizing sophisticated algorithms and calculations to furnish you with an insightful and comprehensive estimated budget. 

By offering you this virtual financial roadmap, the tool equips you with the knowledge and foresight needed to make well-informed decisions about your financial resources.

Google refrains from providing a specific figure for the cost per lead; instead, it highlights that the expense fluctuates depending on factors like job type, industry, geographical location, and lead type. (Source)

However, insights from Google Local Search Expert Tom Waddington suggest that the range for lead costs could span from $5 to $130, with an approximate average price of $23.

The good thing about using Local Service Ads is you have much more control over your spending. For instance, if you exceed your budget to accommodate additional leads within a single week, Google will allow you to stay within your monthly maximum limit. You can then keep the leads coming in but still control the costs.

By understanding the benefits of Local Service Ads for roofers, you can determine the optimal budget for these ads and ensure that you effectively reach your target audience. 

Now that we have covered the importance of setting a budget for Google Ads, Facebook Ads, and Local Service Ads as a roofer, it's time to compare the costs and benefits of each platform. 

Comparing the Costs: Google Ads vs. Facebook Ads vs. Local Service Ads

Regarding budget comparison, Google Ads and Facebook Ads have different pricing structures. Google Ads operates on an average cost-per-click basis, meaning you pay each time someone clicks on your ad. 

On the other hand, Facebook Ads allows you to set a budget based on your desired reach and targeting capabilities. This means you can allocate your budget toward reaching a specific audience based on their demographics, interests, and behaviors.

Moving on to comparing Facebook Ads and Local Service Ads, it's essential to consider the pricing structure and conversion rates. Facebook Ads operate on a pay-per-click pricing model, meaning you only pay when a potential customer clicks on your advertisement.

This can be advantageous for roofers looking to generate quality leads while saving their budget on adequate clicks. 

On the other hand, Local Service Ads also offer pay-per-lead pricing, but with the added benefit of appearing at the top of local search results. This increased visibility can significantly impact your conversion rates and attract more quality leads to your roofing business.

Here's a visual breakdown of the budget comparison for different advertising platforms:

  Google Ads Facebook Ads Local Service Ads
Pricing Structure Pay-per-click: pay for clicks on your ad Pay-per-click: pay when an advertisement is engaged Pay-per-lead: pay when a lead is generated
Audience Targeting Broad reach and targeting options Demographics, interests, behaviors Local, highly targeted reach
Advantage Reach potential customers Reach specific audiences effectively Top placement in local search results
Conversion Focus Cost per click, attracting clicks without guarantee of conversion Focus on reaching a specific audience with tailored messages Lead generation, quality over quantity
Impact on ROI ROI can be high if optimized Targeted reach can lead to better ROI with relevant content High conversion potential due to focused lead generation
Visibility and Reach Potential reach on Google's platform and search results Broad reach with precise targeting and audience segmentation Enhanced visibility in local search results and potential for increased lead flow


The budget comparison highlights distinct pricing structures and advantages among these advertising platforms. 

Google Ads and Facebook Ads cater to broader audiences, while Local Service Ads excel in local targeting and visibility, potentially yielding higher conversion rates. Choose wisely based on your roofing business's specific goals and target audience.

Maximizing Your ROI with Paid Ads for Roofers

When investing in your business, it's essential to consider the return on investment (ROI) and how comfortable you are with that level of return. 

Once you reach a point where the ROI meets your expectations, investing more to see if you can generate even higher returns may be tempting. 

However, it's crucial to base your investment decisions on something other than one month's ROI. Instead, take a quarterly approach and evaluate the overall trend of your ROI. This allows you to make more informed decisions about where to allocate your resources. 

Additionally, consider how much business you can handle and the quality of your leads.

A strategy to help you stay profitable and in front of your customers is to create a "surround sound" advertising campaign, where you advertise on all channels. While this campaign may come at a cost, it's important to relate that cost to your profitability margin and assess if the investment is worth it. Ultimately, staying in front of your customers and continuously evaluating your ROI will help you make smarter investment decisions that lead to long-term success.

Related: How Roofing Companies Can Tie Content to Revenue Growth

It's essential to remember that your initial 1-2 quarters may yield the lowest results. However, this doesn't mean that all hope is lost. This period allows you to assess and tailor your budget for peak performance on various channels. 

key benefits

These organic forms of promotion come at no extra cost simply because your brand is out there. As you become top of mind for your target audience, the growth potential becomes unlimited. It's essential to recognize that each market is unique, and what works for one may not work for another. 

Factors such as weather, geography, and specific needs all shape your marketing strategy. So, keep going if your initial ROI is lower than you'd hoped. With the right approach and a willingness to adapt, success is within reach.


When determining the right advertising platform for your roofing business, it's crucial to consider your budget and goals.

Facebook Ads and Google Ads offer a broad reach and targeting capabilities, while Local Service Ads provide pay-per-lead pricing and the potential for higher conversion rates. 

By carefully comparing the costs and benefits of each platform, you can make an informed decision that aligns with your advertising objectives and maximizes the impact of your budget. Take the time to analyze your options and choose the platform that will help you effectively reach your target audience and grow your roofing business.

Paid ads can be a highly effective marketing strategy for roofers. Roofers can reach their ideal customers and generate more leads by targeting specific keywords and demographics. 

However, planning and optimizing these ads to maximize their effectiveness is essential. Monitoring and analyzing the results is crucial to determine what works best and make necessary adjustments. 

Engaging in paid ads can be a game-changer if you're a roofer looking to grow your business. Don't hesitate to explore this avenue further and consider seeking professional assistance to ensure the best possible results.

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