How We Would Fix a Roofing Company Spending 12k a Month on Google Ads.
Most roofing companies waste a huge portion of their Google Ads budget without realizing it. When someone tells us they’re spending 12k a month, we already know where the leaks are: broad targeting, bad keyword matching, weak landing pages, and zero long-term optimization. Here’s exactly how we would fix it and how BRIW steps in to run this at a higher level.
1. Rebuild the entire campaign structure
Most roofers run everything in one or two generic campaigns. We would rebuild this into tightly themed campaigns such as:
• Roof Repair
• Roof Replacement
• Emergency Roofing
• Free Inspection
• Insurance Claims
This instantly improves relevance, lowers costs, and increases lead quality.
BRIW Advantage: BRIW builds hyper-segmented campaigns that match exactly what high-intent buyers search for, eliminating wasted spend from day one.
2. Fix keyword targeting and remove the money leaks
The biggest issue in roofing is overuse of Broad Match and accidental keywords like:
• roofing jobs
• roofing tools
• how to DIY roofing
• commercial roofing near me (when they don’t offer it)
We would rebuild the keyword list using tight phrase and exact match, then aggressively filter with negative keywords.
BRIW Advantage: BRIW performs continuous weekly keyword audits so no irrelevant clicks ever slip through, protecting your budget long term.
3. Improve the landing pages
A roofing company spending 12k usually sends traffic to the homepage. That kills conversion rates. We would build landing pages for each service with:
• before and after photos
• service area map
• trust elements
• “inspection today” CTA
• mobile-optimized quick call buttons
BRIW Advantage: BRIW builds high-converting roofing landing pages proven to double conversion rates even with the same traffic.
4. Fix tracking so every dollar is accounted for
Most roofing companies aren’t tracking:
• phone calls
• form fills
• chat conversions
• quote requests
• inspection requests
BRIW Advantage: BRIW installs complete call tracking, form tracking, and lead attribution so you know exactly which keyword drove each job.
5. Reallocate budget to high intent, high profit keywords
Not all roofing keywords produce equal revenue. We would prioritize:
• roof replacement
• storm damage repair
• leaking roof emergency
• insurance claim roofing
These searches convert much higher and generate larger contracts.
BRIW Advantage: BRIW optimizes budgets daily, shifting money toward the keywords that bring the highest ticket roofing jobs.
6. Add retargeting and Local Service Ads
Roofing cycles are short. If you aren’t retargeting people who clicked but didn’t convert, you’re losing deals. Plus, LSA ads often deliver cheaper, higher converting calls.
BRIW Advantage: BRIW integrates Google Ads, LSAs, and retargeting into one unified system so roofers dominate their local market.
Conclusion
A roofing company spending 12k per month doesn’t need “more money” for results.
They need BRIW, because what we do is simple:
We turn wasted ad spend into booked roofing jobs using smarter targeting, better landing pages, stricter tracking, and daily optimization.