The roofing landing page for Google Ads Built to book inspections, not just clicks

Two roofing buyers, two pages

Roofing has two kinds of buyers, and they act nothing alike.

The first has a problem right now. Water is coming through the ceiling, or a storm just tore off shingles. They search things like "roof leak repair" or "emergency roofer." They want someone on the phone today. They are not reading a long page.

The second is planning. The roof is old, an inspector flagged it, or they are selling the house. They search "roof replacement" or "new roof cost." This is one of the biggest checks they will write for the house. They will get more than one bid, ask their spouse, and look you up before they reach out.

Most roofing ads send both buyers to the same homepage. The leak buyer has to scroll past financing and shingle colors. The replacement buyer sees "emergency" and wonders if you are a fly-by-night crew. Neither one gets what they came for.

Google's tips back this up: choose a landing page that closely matches your ad and keywords, and make the page's main action match the ad's call to action. A leak ad says "call now," so the leak page should make calling the easy thing. A replacement ad offers a free inspection, so the replacement page should feature that request.

What goes on the first screen

Plan for a visitor on a phone. What shows before the first scroll does most of the work. Google suggests putting important details near the top so people do not have to scroll.

Leak and storm repair page

• Headline that names the problem and the area, like "Roof Leak Repair in Your County."
• A large tap-to-call button and the hours you answer.
• What you can do today, only if you can do it, like a same-day visit or a temporary tarp.
• One proof line: review rating, years roofing in the area, or license number.

Replacement page

• Headline that names the job and the area, like "Roof Replacement in Your Town."
• The offer from the ad, such as a free roof inspection, with a short request form.
• Phone number as a second option for people who would rather talk.
• Financing details near the top if you offer financing. Big tickets stall without it.

Leave out the full menu, the blog, and the careers link. Every extra link is a way to leave.

Beat storm-chaser doubt with real proof

Homeowners have heard stories about out-of-town crews who show up after a storm, take a deposit, and vanish. Your page has to answer that worry before they ask it. Google's tips also suggest adding customer reviews that show real opinions.

Insurance claims

Many roof jobs start with storm damage and an insurance claim. If you help homeowners with that process, explain the steps in plain words: inspection, photos, a report, and meeting the adjuster if you do. Never promise insurance will pay for a new roof. That promise is not yours to make, and buyers know it.

The inspection request form

For replacement buyers, the form is the job. A long form loses people. A vague form wastes your sales team's time.

Ask for four things:

1. Name.
2. Phone. Most roofers book faster by phone than by email.
3. Property address. It tells you if the home is in your area and lets you look up the roof before you call back.
4. What is going on. A simple pick list works well: leak, storm damage, old roof, buying or selling, other.

Under the button, say what happens next. "A local estimator calls you to set a time" is clear. Only promise a callback time you can keep.

Then test it. Fill out your own form on a phone. Confirm the lead lands in your CRM, the right person gets alerted, and the conversion shows up in Google Ads. A form that looks fine but does not report a conversion makes your best campaign look like your worst.

Speed and tracking on roofing pages

Roofing pages tend to be heavy. Big project photos, drone video, and before and after sliders all add weight. Google's tips say to keep your mobile page fast. A homeowner standing in the yard on a weak signal is a fair test.

Real result: a roofing company's ad page went from a ClickMend score of 42 to 93. Load time dropped from 4.1 seconds to 1.8 seconds.

Track calls, not just forms

Leak buyers call. If your page only counts form fills, Google Ads never sees your phone leads. Google's website call conversions count calls to the number on your page after someone clicks your ad. The Google tag swaps in a Google forwarding number for those visitors, and you set the minimum call length that counts. Use Tag Assistant to confirm the tag is working. Call assets can also put your number right in the ad, and you can schedule them to show only when someone can answer. See the call tracking guide for setup.

ClickMend checks the page your ad sends people to. It scores it 0 to 100, checks that your Google Ads conversion tag is on the page and loads, and flags a conversion ID that is still a placeholder. It does not read your Quality Score. It checks the parts of the page that feed it. Run 2 free scans a week, no card needed. For the bigger picture, read Google Ads for contractors.

Frequently asked questions