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Corren

Google Ads, CRO and SEO for roofing companies

Demand arrives in bursts after hail and wind, storm work often runs through an insurance claim, and the contract can come weeks after the inspection.

We count signed contracts, not clicks.

Where the path leaks for roofing companies

What a free audit flags first, in the order your customer meets each step.

Fix-first list 6 issues

  1. 1The search ad

    Found: Repairs, gutters and job searches share one budget, storm week or not

    Change: Separate repair, replacement and storm campaigns, with storm ads written by ZIP and paused

    Details

    Where it leaks. One campaign covers repairs, replacements, gutters and “roofing jobs” searches, so the budget follows the cheapest clicks, and a storm week gets the same daily budget as a quiet one.

    What we change. Separate campaigns for repair, replacement and storm damage, negative keywords for jobs, materials and DIY searches, and storm campaigns written before the season by ZIP code and paused until hail or wind actually hits your area.

  2. 2The inspection page

    Found: Pages promise to “handle your claim,” which Texas roofers can’t say

    Change: What the inspection covers, a sample photo report and a plain answer on insurance

    Details

    Where it leaks. The page promises to “handle your claim” or “take care of your deductible.” In Texas a roofer can’t say either, and a website counts as advertising.

    What we change. A page that says what the inspection covers, shows a sample photo report, explains in plain words what you do and don’t do with insurance, and asks only for an address, a phone number and a good time.

  3. 3Booking the inspection

    Found: Storm leads wait days for a callback and may sign with a door knocker

    Change: Online booking for inspections, a text confirming the time, and oldest leads called first

    Details

    Where it leaks. Storm leads arrive faster than anyone can call them back, and a homeowner who waits two days for a callback may sign with the crew that knocked on the door.

    What we change. Online booking for inspection slots, a text that confirms the time right away, and a callback list sorted by when each lead came in, so the oldest gets called first.

  4. 4From inspection to contract

    Found: Weeks pass waiting on the adjuster, and nobody on your team checks in

    Change: Follow-up at each claim stage, with the photo report re-sent and an easy way to sign

    Details

    Where it leaks. After the inspection the job stalls while the adjuster visits, the insurer decides and the homeowner compares quotes. Weeks pass with no contact, and the contract goes to whoever stayed in touch.

    What we change. Follow-up tied to each stage (inspection done, adjuster scheduled, claim decided, estimate sent), with the photo report re-sent at each step and a clear way to sign or book the next visit.

  5. 5Measurement

    Found: A gutter question counts like a new roof; late contracts go uncredited

    Change: Inspections and signed contracts, with value, sent from your CRM to Google Ads and Meta

    Details

    Where it leaks. A gutter question and a full replacement look the same as form fills, and a contract signed eight weeks after the click can go uncredited to the ad that started it.

    What we change. Inspections and signed contracts, with their value, imported from your CRM into Google Ads and Meta. Google keeps the click ID for 90 days, so the inspection counts as an early step and the signed contract as the main conversion.

  6. 6Being found between storms

    Found: Between storms, old photos and stale reviews give no reason to call

    Change: Job photos, a review request after every roof, and a page for each roof type you install

    Details

    Where it leaks. Between storms, a Business Profile with old photos and no recent reviews gives a homeowner comparing roofers little reason to call, and Google counts reviews toward local ranking.

    What we change. Service areas set by city or ZIP code, photos from real jobs, a review request after every finished roof with no reward attached, and a page for each roof type you install, so “metal roof” and “flat roof repair” searches find you outside storm season.

The rules your ads work within

What roofing companies can say, who the ads can reach and what a site can track.

Pre-launch check

Every ad, page and tag, before anything runs

  • Texas

    Texas: deductibles and claim language

    No offer to waive or absorb a deductible, or to file or negotiate a claim, and your website counts as an ad.

    Details

    Texas makes it illegal for a contractor to offer to waive, rebate or absorb a homeowner’s insurance deductible, and a roofer doing the work can’t act as a public adjuster or advertise that it will. The Texas Department of Insurance flags offers to negotiate a settlement or file a claim for the homeowner, and promises to recover “every dime” from an insurer, and its definition of advertising includes websites.

  • Florida

    Florida: claim ads and license numbers

    Claim ads need three set statements in large type, no gifts for inspections, and your certification number.

    Details

    A Florida roofer’s ad that encourages a homeowner to file a roof claim must carry three statements, on the deductible and on insurance fraud, in type at least 12 points and at least half the size of the largest type in the ad. A roofer can’t offer a gift card, cash, a coupon or anything else of value in exchange for a roof inspection or a claim, and every advertisement has to show the contractor’s certification or registration number.

  • Google Ads

    Storm names and Google’s sensitive events policy

    Ads that profit from a natural disaster can be blocked, so storm ads name the damage and ZIP codes, not the storm.

    Details

    Google bars ads that try to profit from a sensitive event such as a natural disaster, and lists using keywords tied to the event to drive traffic as an example. Storm ads written around the damage and the area, such as roof leaks, missing shingles or emergency tarps in specific ZIP codes, hold up better than ads built on a named hurricane.

  • Federal law

    Financing in roofing ads

    “$150 a month” or “60 payments” in an ad means the APR, down payment and repayment terms must be stated too.

    Details

    Federal Truth in Lending rules apply to a roofer advertising a lender’s financing. “No money down” on its own doesn’t trigger them, but “$150 a month” or “60 payments” in an ad means the APR, the down payment and the repayment terms must be stated too. On Meta, an ad built around a credit offer belongs in the Financial products and services Special Ad Category, which removes ZIP code, age and lookalike targeting, so financing usually belongs on the landing page rather than in a storm ad aimed at a few ZIP codes.

When demand moves

Budgets and campaigns change before each swing, not after the leads dry up.

Campaign calendar

When budgets and campaigns change

  • March to June: hail season

    Have storm campaigns and inspection pages ready by March, live the morning after hail

    Details

    National Weather Service climatologies across the Plains and Upper Midwest put the severe hail peak in May or June. Storm campaigns, inspection pages and ZIP code budgets should be ready by March, so they can go live the morning after a storm.

  • June 1 to November 30: hurricane season

    Write tarp and leak ads before June, and put Florida’s required claim statements in place

    Details

    NOAA puts the Atlantic peak around September 10, with most activity from mid-August to mid-October. Gulf and Atlantic roofers need tarp and leak campaigns written before June, and Florida claim ads need their required statements in place before they run.

  • December to March: ice dams in the north

    Run leak-repair ads in the cold weeks, and explain that the fix often starts in the attic

    Details

    Ice dams form when heat escaping from the house melts roof snow that refreezes at the colder eaves, and the meltwater backs up into ceilings and walls. Leak-repair ads run in the cold weeks, and the page should explain that the fix often starts in the attic, since University of Minnesota Extension traces many ice dams to warm air leaking into the attic from the living space.

One team, five services

Each one set up for roofing companies, and built for the step after it.

  • Google Ads

    Repair, replacement and storm campaigns, storm ads built by ZIP and paused, and copy checked against state claim rules.

    Details

    Separate repair, replacement and storm campaigns, Local Services Ads in the roofing category, storm ads built by ZIP code and paused until they’re needed, and every headline and description checked against your state’s rules on deductibles, claims and license numbers.

    How we run Google Ads

  • Meta ads

    Inspection offers before hail season in ZIP codes hit last year, and lead forms that ask for the address.

    Details

    Meta reaches homeowners before they search: an inspection offer before hail season in the ZIP codes hit last year, retargeting for people who viewed an estimate page, and short videos of a real inspection. Lead forms use Meta’s higher-intent review screen and ask for the address, so a crew can look at the roof on a map before calling.

    How we run Meta ads

  • Conversion rate optimization

    An inspection page with a sample photo report and a short form, tested on signed contracts, not form fills.

    Details

    An inspection page with a sample photo report, a plain answer on insurance and a short form, tested against a longer form on signed contracts rather than form fills. Storm-week pages ask for a name, phone and address only.

    How we do conversion work

  • Website design

    A page per roof type, from asphalt shingle to metal and flat, and a storm-damage page written to your state’s rules.

    Details

    Pages for each roof type and service you sell, such as asphalt shingle, metal, tile, flat roofs and gutters, a storm-damage page written to your state’s rules, a financing page with the required terms, and your license number wherever your state requires it.

    How we design websites

  • SEO

    Job photos and reviews that name the roof type and town, and neighborhood project pages, so you’re found between storms.

    Details

    Service areas by city or ZIP code, job photos and reviews that name the roof type and the town, and project pages for neighborhoods where you’ve replaced roofs, so you show up between storms and not only the week after hail.

    How we do SEO

What your report leads with

We count signed contracts, not clicks. These four numbers open every monthly report, measured the same way each time.

Monthly report

Halden Roofing & Gutters

Cost per inspectionThe first real sign of intent, by campaign and ZIP code, so storm spend is judged in days
$185
Inspection-to-contract rateSeparates an ads problem from a sales problem. If it’s low, more budget won’t help
31%
Cost per signed contractWith contract value imported, so a leak repair and a full replacement don’t count the same
$597
Days from click to contractHow long storm and insurance jobs take to close, which sets when to judge a campaign
38 days

Your first 30 days

What happens after the free audit, week by week.

  1. Week 1

    We map NOAA hail and wind reports to your ZIP codes and check ads for restricted claim wording.

  2. Week 2

    Repair, replacement and storm campaigns are rebuilt, with storm ads written by ZIP code and paused.

  3. Week 3

    The inspection page goes live with a sample photo report, a short form and online booking.

  4. Week 4

    Inspections and signed contracts flow back from your CRM into Google Ads and Meta.

Questions from roofing companies

Ask us anything else at [email protected]. A founder replies within one business day.

Should we run ads right after a hailstorm?

Yes, in the ZIP codes that were hit and only as far as your crews can reach. Have the campaign written and paused before the season, so turning it on is a budget change rather than a rebuild, and write it around the damage, not the storm’s name, which Google’s sensitive events policy can block. Cut spend once the inspection calendar is full, since a homeowner you can’t visit for a week is likely to call someone else.

Can we say we help with insurance claims?

It depends on the state, and the wording matters. In Texas a roofer can’t offer to file or negotiate a claim, advertise that it will, or offer to cover the deductible. In Florida, an ad that encourages a homeowner to file a roof claim needs three required statements in type large enough to meet the law. Describing what you actually do (inspect, photograph, estimate) is safer than promising anything about the claim, and your attorney should check the final wording.

Can we offer a gift card for booking an inspection?

Not in Florida, where a contractor can’t offer a homeowner a gift card, cash, a coupon, a deductible waiver or anything else of value in exchange for a roof inspection or an insurance claim. Elsewhere, check your state’s rules before you run it, and in Texas never tie an offer to the deductible. An offer that leads with the photo report and written estimate avoids the question.

Do Local Services Ads work for roofers?

They can. Roofing is a Local Services category, you pay per lead rather than per click, and profiles that pass Google’s license, insurance and background checks carry the Google Verified badge, which replaced Google Guaranteed in late 2025. You choose job types and areas but not keywords, and Google no longer credits leads for job types or areas you don’t serve, so those settings need care. We judge them on cost per inspection next to search ads.

How long before we know if the ads work?

Inspections show up within days; signed contracts take longer, especially when a claim is involved. We judge the first month on cost per inspection and inspection-to-contract rate, and set up conversion tracking so a contract signed weeks later still counts back to the click that started it, within Google’s 90-day limit.

What does the free audit look at for a roofing company?

Your ads, inspection pages and site, how leads are tracked from a form or call to a signed contract, how inspections are followed up, and how you show up in Maps and search between storms. A founder records a 10- to 15-minute walkthrough and writes a one-page summary, delivered within 3 business days, with no call or login needed.

How is the work priced?

Ongoing work is one flat monthly fee, never a percentage of your ad spend, and it runs month to month. Website builds get a fixed quote in writing. After your audit, a written proposal with your fee in dollars follows within 2 business days of asking. How our pricing works.

Other industries we work with

See your fix-first list