Don't Get Left in the Rain: 7 PPC Mistakes Roofing Companies Make (and How to Fix Them)

Pay-per-click (PPC) advertising can be a powerful tool for driving leads and growing your roofing business. But it's not as simple as throwing money at Google Ads and hoping for the best. Many roofing companies make costly mistakes that can drain their budget and leave them with little to show for their efforts.

If you're a roofing company looking to maximize your PPC campaigns, this article is for you. We'll cover seven common PPC mistakes that roofers often make and provide actionable tips on fixing them. Let's dive in and ensure your PPC efforts don't go down the drain!

1. Ignoring the local approach

The mistake: Roofing is a local business. If you're not optimizing your PPC campaigns for local search terms (e.g., "roofer near me," "roof repair [your city]"), you're missing out on a huge chunk of potential customers.

The fix:

• Make your ads feel local: Ensure they sound and feel like they are coming from a local company. Avoid generic ad copy and focus on what makes you the best option in your location. 
• Use location keywords: Incorporate location-specific keywords into your ad copy and landing pages. Use keywords ranging from city and county to neighborhood and zip codes. 
• Create location-specific landing pages: If you serve multiple areas, consider creating dedicated landing pages for each location.
• Optimize your Google Business Profile: Ensure information is updated and collect as many reviews as possible. 

2. Neglecting negative keywords

The mistake: Not using negative keywords means your ads could be showing up for irrelevant searches (e.g., "DIY roof repair"), wasting your budget on clicks that won't convert.

The fix:

• Research negative keywords: Compile a list of terms that you don't want your ads to trigger for (e.g., "free," "cheap," "DIY").
• Regularly update your negative keyword List: Continually add new negative keywords as you discover irrelevant search terms.

3. Poorly crafted ad copy

The mistake: Generic or uninspiring ad copy won't grab attention or entice people to click.

The fix:

• Highlight your unique selling propositions (USPs): What sets you apart from other roofers? (e.g., 24/7 emergency service, free inspections, financing options)
• Use strong calls to action (CTAs): Tell people exactly what you want them to do (e.g., "Call Now for a Free Quote," "Schedule Your Roof Inspection Today").
• Match ad copy to landing pages: To provide a seamless user experience, make sure the promises in your ad copy are fulfilled on your landing page.

4. Not tracking conversions

The mistake: If you don't track which keywords and ads are driving actual leads or sales, you won't know what's working and what's not.

The fix:

• Set up conversion tracking: Use Google Ads conversion tracking or similar tools to track calls, form submissions, or other desired actions on your website.
• Track revenue instead of leads: If you use a CRM to track your leads, add revenue data. Returning this data to Google will allow you to optimize based on revenue instead of leads. This will help improve the overall quality of the leads that come through. (Call Tracking Metrics and Hubspot make a killer combo)

5. Overlooking mobile optimization

The mistake: Many people search for roofers on their smartphones. You'll lose potential customers if your website and landing pages aren't mobile-friendly.

The fix:

• Ensure mobile responsiveness: Your website and landing pages should adapt to different screen sizes and be easily navigated on mobile devices.
• Use click-to-call buttons: Make it easy for mobile users to contact you with a single tap.
• Make ads that are optimized for mobile: Pin the most relevant content to guarantee that it will show when somebody searches from a mobile device. 

6. Setting it and forgetting It

The mistake: PPC is not a "set it and forget it" strategy. Your campaigns need ongoing monitoring and optimization to stay effective.

The fix:

• Regularly monitor your campaigns: Monitor your metrics (impressions, clicks, conversions, etc.) and adjust as needed.
• Test different ad variations: Experiment with different ad copy, keywords, and landing pages to find what works best.
• Consider professional help: If you don't have the time or expertise to manage your PPC campaigns effectively, consider hiring a digital marketing agency specializing in PPC for roofers.

7. Sticking to one advertising channel

The mistake: Focusing all your efforts on Google search and leaving out other lead sources.

The fix:

• Do Local Service Ads: These are the perfect complement to your search ads and give you more coverage of the search results. 
• Try display ads: Display remarketing with a strong promotion can help you significantly reduce your cost per conversion. Also, display ads can significantly increase your local reach. 

Conclusion

By avoiding these common PPC mistakes and implementing the suggested fixes, you can maximize the return on your advertising investment and drive more qualified leads to your roofing business. Remember, PPC is a powerful tool when used correctly, so don't let these mistakes rain on your parade!

Are you ready to take your roofing PPC to the next level?

If you're looking for expert help with your PPC campaigns, our agency specializes in helping roofing companies like yours generate more leads and grow their business. Contact us today for a free PPC audit and consultation!