Schedule
Two Lead Types. Two Budgets.

Google Ads For Roofers

SkilledDesk runs Google Ads for roofers with two separate budgets under one account — one ad group and cost-per-lead target for insurance-claim, storm-driven leads, another for retail, out-of-pocket repair leads — tracked through to a booked job instead of a blended average

that hides which lead type is actually paying off.

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skilleddesk.com/roofing-analytics
Cost Per Booked Job
$212
8-week snapshot
Illustrative weekly cost-per-booked-job figures for a roofing account running separate claim and retail campaigns
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The Problem

What One Blended Lead Number Hides

A Blended Cost-Per-Lead Number Hides Which Leads Are Actually Working

One average cost-per-lead across an entire roofing account tells you almost nothing on its own. A rising number can mean the account is pulling in more storm-driven, insurance-claim leads, which cost more per click but close at a far higher rate than a retail repair call. A falling number can just as easily mean the $10,000-plus claim leads quietly stopped showing up at all, while cheaper retail calls kept the average looking fine.

The Ad Copy A Storm-Claim Searcher Needs Isn't What A Cash Buyer Needs

A homeowner mid-insurance-claim wants to know a contractor documents damage the way an adjuster expects and has handled a claim before. A homeowner paying out of pocket wants a fast, plain number. One ad group, one landing page and one script trying to answer both leaves each buyer half-answered.

Local Services Ads Can't Tell The Two Lead Types Apart On Its Own

LSA bills per lead the moment a call connects, with no field for whether that call turns into a $14,000 insurance-approved replacement or an $850 patch job. Without a tracking layer built on top of it, the platform's own reporting treats both as the same line item.

A Roofing Ads Account Is Really Two Accounts Sharing One Login

Call it one Google Ads account. It runs two completely different sales processes off the same phone number.

One side is storm-driven. A homeowner with hail or wind damage is usually already talking to an insurance adjuster, the roof gets replaced at $10,000-$20,000 or more, and the search terms lean toward "storm damage roof claim" and "insurance roof inspection." The other side is retail. A homeowner with a slow leak or a handful of missing shingles is paying out of pocket, the job runs $800-$5,000, and the decision gets made in a single phone call, not a multi-week adjuster process. SkilledDesk is a Wyoming-registered company running Google Ads and Local Services Ads campaigns built around that split. The same account-structure thinking sits inside our broader roofing marketing work; this page is about the paid-search side of it specifically.

Treat both lead types as one account and the reporting stops meaning anything. A cost-per-lead that looks too high might just mean more claim-type traffic is coming in, which costs more per click and closes at a far higher rate once the adjuster signs off. A cost-per-lead that looks great might mean the campaign quietly stopped finding claim leads at all, the ones actually worth chasing. Splitting ad groups, negative-keyword lists and the landing page each lead type sees is what keeps that number honest.

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130+
Brands Served
14+
Countries Reached
2019
Founded In Wyoming, USA
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Free Tool

Turn Your Target Lead Mix Into A Monthly Budget

Set how many insurance-claim leads and how many retail-repair leads you want each month. See a realistic combined monthly ad budget and how it should split between the two, based on current cost-per-lead benchmarks for each lead type.

Insurance-claim leads / month5
015
Retail-repair leads / month12
030
$2,130
suggested monthly budget — roughly 49% claim-type / 51% retail-type

Based on illustrative cost-per-lead assumptions of roughly $210 for claim-type leads and $90 for retail-type leads, drawn from current roofing Google Ads benchmarks. Actual cost per lead varies by market, season, and competition.

What We Do

Google Ads Built Around Two Different Roofing Buyers

Search accounts split by lead type

Separate ad groups, keywords and bids for insurance-claim searches and retail-repair searches, so one blended campaign never has to serve both buyers at once.

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Landing pages that match the lead

A claim-type visitor lands on a page built around documentation and the adjuster process. A retail visitor lands on a page built around a fast, plain price.

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Paid social for the retail side of the business

Meta campaigns aimed at the smaller, faster-closing retail repairs search alone rarely catches early, run on a budget separate from claim-side spend.

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Is It Worth Paying More Per Click For Claim Leads When Retail Leads Are Cheaper?

A claim-side lead can look far more expensive than a retail lead by cost-per-lead alone. Industry data puts blended roofing cost-per-lead at a median near $124, but claim-heavy storm season pushes it past $300, and the most competitive markets past $600, while retail keywords hold much steadier. Priced that way, the claim side of a roofing account always looks like the worse deal. Priced on cost-per-booked-job instead, industry figures put insurance-restoration work at roughly $100-$400 per signed contract against $200-$600 for retail residential work, because a 50-70% close rate on claim leads, against 20-35% on retail, offsets the higher price per lead.

That is the whole argument for keeping the two separate instead of averaging them into one number. A properly split account reports claim-side and retail-side cost-per-lead as two separate lines on the monthly statement, never folded into one blended average — the founder sets both targets with you before the campaign launches. If a report only ever shows one cost-per-lead figure for the whole account, the split described on this page isn't actually running in it.

What This Page Can Actually Point To

SkilledDesk hasn't yet run a roofing account built specifically around a claim-versus-retail split. The same reporting setup this page describes — cost-per-lead tracked separately per campaign, tied through to a booked job — runs today on the portfolio for other home-services trades.
See Our Full Portfolio
FAQ

What Roofing Owners Ask About Google Ads

An insurance-claim lead comes from storm or hail damage, usually already headed toward an adjuster, and the resulting job typically runs $10,000 to $20,000 or more once a claim is approved. A retail lead is a homeowner paying out of pocket for a smaller repair, usually $800 to $5,000, decided on a single call. The two need separate ad groups, separate keywords and separate landing pages, because the search terms, the sales cycle and the dollar value behind each one are not the same.
A roofing account running both lead types typically needs $1,500 to $10,000 a month combined, split unevenly rather than run as one number. Claim-type campaigns usually take the larger share — industry data puts non-branded roofing cost-per-lead at a median of roughly $124, climbing past $300 once spring storm season starts. Retail keywords run steadier and cheaper year-round. SkilledDesk opens at $595 a month for management; where the combined figure lands depends on how many of each lead type you're actually trying to book.
Yes. Google requires an identity and criminal-history background check on the business owner and on every field worker who sets foot on a customer's roof, run through a third-party screener at no cost to the business — the crew doing tear-offs and installs, not whoever answers the phone in the office. Roofing leans on subcontracted crews more than most trades, especially once storm season pulls in extra hands, and Google requires notifying it the moment a new worker joins plus an annual re-check on the whole roster — a bigger task for a crew list that turns over with the weather than for a company running the same fixed team year-round.
A maintained negative-keyword list is what keeps a roofing PPC account from wasting spend — top-performing accounts run 500 to 1,000 of them, blocking searches like "roofing jobs," "roofing courses," "DIY roof repair" and "roofing supply store" before they burn budget that was never going to become a lead. Skip the list and broad match still shows those same ads to a homeowner who is actually shopping quotes right now — Google's matching has no way to sort the two apart on its own. We review the search-term report on a set schedule rather than build the list once and leave it.
Hail and wind season concentrates a year's worth of demand into a few weeks, and every roofer in the affected area bids on the same storm-damage and roof-inspection terms at once. Industry data shows median roofing cost-per-lead jumping from roughly $250 in the January-March window to $300 or more once storm season starts, with the most competitive markets pushing past $600. A claim-side budget built for that swing in advance performs better than one that gets caught flat-footed by it.
Aggregators tend to earn their keep on the retail side of a roofing account, not the claim side. A retail repair lead is a small, fast decision, so paying for one that lands with a competitor barely dents the month. A storm-damage lead runs $10,000 to $20,000 once a claim is approved, and losing that one after paying for the inquiry is a real hit on a much thinner monthly count. Pointing aggregator spend at retail work and putting an owned Local Services Ads or Search campaign behind claim work tends to outperform running both lead types through the same channel.
A marketing agency can call itself experienced without that meaning much on its own. Here is what actually changes with SkilledDesk: the founder sets your claim and retail budgets directly, reads your search-term reports personally, and is reachable for every account decision, not a title on a slide deck. The portfolio is open to check that against real client work before you commit to anything.

Your Next Campaign Should Report Two Numbers, Not One

Tell us your rough claim-to-retail mix and we'll show you what a properly split account should look like.

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