Roofing season in Minnesota can feel like a sprint. One hailstorm rolls through, and suddenly your phone’s ringing off the hook.
But what happens when the storms quiet down and homeowners forget they need a new roof? Well, that’s where Google Ads comes in to keep your pipeline full year-round.
You probably know that paid ads can bring in leads fast, but you might be unsure about the ROI or how much budget you need to see results.
That’s why our team at MatterSolutions works with Minnesota roofers to build PPC campaigns that pay off without wasting your ad spend.
In this article, we’ll cover:
- Setting strategic budgets for your business
- How Local Service Ads and Google Search Ads work
- The formula to calculate your ROI
- Tips for building landing pages that bring clicks
- Ways to filter out searches that waste your ad spend
Let’s break down how to make Google Ads work for your roofing business.
How to Set a Strategic Google Ads Budget for Minnesota Roofers
You can set a strategic Google Ads budget by starting with industry benchmarks, tracking your conversion data, and adjusting spend based on what brings in jobs.
The best approach is to spread your budget across the right ad types. Then focus on high-intent keywords that convert.
Here’s what you need to do to set a strategic Google Ads budget:
Analyzing Industry Benchmarks and Conversion Tracking
The foundation of any successful PPC (pay-per-click) campaign for your roofing business is understanding key performance indicators (KPIs). That means you need to know what a reasonable cost per click looks like. Also, you have to understand what conversion rate you should aim for in the roofing contractor space.
In Minnesota, roofers typically pay between $8 and $45 per click depending on the keywords they target.
So if you’re not using conversion tracking, you’re flying blind. Your investment in digital marketing only makes sense when you can see which keywords and ads bring paying customers, not just website visits.
Using Local Service Ads vs. Google Search Ads
In general, we recommend Local Service Ads (LSAs) for qualified roofing leads since they appear first, and you only pay cost per lead. But if you want more control over your messaging and need to target specific services like roof replacement, Google Search Ads give you flexibility.
The right choice depends on your goals, budget, and how quickly you need results. While LSAs work well for immediate lead flow, Search Ads let you build brand recognition over time.
Helpful Tip: Run both ad campaigns at the same time to dominate all top search results and capture leads at different stages of the buying process.
Since you know the budget basics and where to focus your spending, the next step is making sure your ads convert once someone clicks.
Optimizing the Customer Journey: Ad to Conversion
What happens after someone clicks your ad? Well, that single moment decides whether you get a paying customer or waste your ad spend. Your job is to guide them smoothly from the click to the phone call or form submission without any friction.
Let’s break down the main areas that move your conversion rates:
Building High-Converting Landing Page Architecture
The first place customers land after clicking your PPC ad must convert them, not confuse them.
If your landing page loads slowly or confuses people, they’ll hit the back button faster than you can say “roof replacement.” So your page should work fast and make it easy for homeowners to contact you with a clear call to action (CTA).
Also, include trust elements like certifications, warranties, and project images to increase the value you get from your marketing investment. When people see photos of your crew on local Minnesota jobs, they trust you’re the real deal.
Useful Tip: Optimize your landing page speed for mobile users to prevent a low conversion rate when homeowners need urgent roofing leads.
Importance of the Google Business Profile and Reputation
If you want to show up in Local Service Ads and improve your click-through rate, your Google Business Profile (GBP) needs to be dialed in. That means fresh photos, consistent contact details, and a steady flow of five-star reviews from recent roof repairs.
The thing is, your reputation directly impacts whether Google shows your ads and whether people trust you enough to call.
Driving High-Quality Traffic with Strong Ad Copy
A high click-through rate (CTR) makes your whole PPC campaign cheaper because Google rewards better-performing ads with lower costs per click. The difference between average ad copy and great ad copy can save you thousands of dollars while bringing in more roofing leads.
To get those results, focus on these two tactics:
- Test your messaging consistently: Constantly test new titles and content for your ad copy to find the phrasing that drives the most high-quality roofing leads for a low price. Even small tweaks like adding “24-hour response” can double your conversion rate.
- Beat the competition in the auction: If you want to beat other roofing companies in the bidding war, use clear, compelling language about speed and warranty in your ad copy. In this way, you give homeowners a reason to pick you over the competition before they even visit your site.
After you’ve nailed your ad copy, landing pages, and reputation management, you’ll have a system that will work for you year-round, not just during storm season.
Now that the fundamentals are working, it’s time to layer in advanced strategies that are bringing even more ROI out of every dollar you spend.
Advanced Digital Marketing Strategies for Maximum ROI
If you want to use every possible dollar out of your ad budget, then you need to go beyond the basics that every other roofer is doing.
In this section, we’re going to share some advanced tactics to help you spend wisely, track profitability, and eliminate wasted clicks.
Competitive Analysis of Ad Offers and Gaps
Find the competition gap in your local market to offer what rival roofing contractors are missing entirely.
For instance, if every roofing company in your area advertises “free estimates,” but nobody mentions same-day emergency service or lifetime warranties, that’s your opening.
The next step is to look at competitors’ paid ads and landing pages to spot what they’re not talking about. Once you identify those gaps, build ad campaigns around them to attract customers who want something different.
This strategy costs you nothing extra but can double your click-through rate because you’re the only one solving a specific problem.
Calculating the True Profitability (ROI)
Calculating ROI sounds complicated? It’s not that hard to do when you break it down into some easy steps. All you have to do is track the right numbers and run a basic formula.
Here are the calculation steps:
- Add up all your costs: Tally your total ad spend and all indirect marketing costs from your PPC work. This may include landing page design, conversion tracking software, or agency fees if you’re working with a partner.
- Track your revenue: After a full month or quarter, find the total revenue generated just from your Google Ads leads during that time. Your CRM or call tracking software should show which jobs came from paid ads.
- Run the ROI formula: To figure out your total return on investment (ROI), use the formula of (Revenue – Cost) / Cost × 100. So if you spent $5,000 and generated $25,000 in jobs, that’s a 400% ROI.
When you know your actual ROI, you can confidently increase your budget on what works and cut what doesn’t.
Filtering Low-Intent Searches with Negative Keywords
Once you start running ads, you’ll notice clicks from searches that have nothing to do with hiring a roofer. The problem is that people looking for roofing jobs, DIY tutorials, or free materials will drain your advertising costs without ever becoming quality leads.
That’s where negative keywords save you money. The solution is simple: add terms like “jobs,” “careers,” “DIY,” “how to,” and “free” to your Google Search campaigns so your ads don’t show up for those searches.
After all, you didn’t get into roofing to fund someone’s weekend DIY project that’ll leak in six months anyway.
Making Google Ads Work for Your Minnesota Roofing Business
Google Ads for Minnesota roofers gets expensive fast when you’re competing for the same keywords, wasting budget on bad clicks, and guessing what converts. However, with the right strategy and consistent tracking, you can overcome these challenges and generate profitable jobs consistently.
We’ve shown you how to budget wisely, build pages that convert, use the right ad types, track real ROI, and block useless searches. Together, these strategies work to make every dollar you spend bring back predictable revenue.
If you need further guidance on your campaigns, we’ll be there every step of the way to help you get results and own your local market.
