Aussie Roofing’s Google Ads connect roof repairs, restoration and leak searches with relevant service pages. Tracked calls and forms link each enquiry to the job records, with clear service messages for customers planning work or dealing with a leak.
The business
Aussie Roofing is a roofing business serving Sydney, NSW. Its work covers roof repairs and leak detection, restoration, replacement and re-roofing, metal roofing, ridge capping and repointing, roof cleaning and treatment, painting and coating, and gutters and downpipes. A ceiling stain, an isolated leak and a full replacement quote each begin with a different question from the customer. This is the dedicated Aussie Roofing account; the roof-repair campaign within Aussie Plumbing is a separate story.
What we set out to do
The goal for Aussie Roofing’s Google Ads was roofing jobs worth well more than the ads cost from the first weeks, measured by won work in the client’s job records rather than by clicks or form fills. Roofing is quoted before it is won, so the account also had to show how long that takes and where the won value comes from.
What we built
The account opened with a Performance Max campaign for roof repairs and restoration. It then moved to a Search campaign for roofing services, with a separate ad group for each service, from restoration and re-roofing to cleaning, gutters and skylight leaks.
- Roof repairs and leak detection
- Roof restoration
- Roof replacement and re-roofing
- Ridge capping and repointing
- Roof cleaning and treatment
- Gutter and downpipe work
Calls from the ads come through a phone number used only in the ads, and website forms record the ad click, so each enquiry can be matched to the job it became. The website keeps a quote form beside the roofing message. See the pages in the Aussie Roofing website case study.
The campaign in practice
Roofing enquiries often start with a visible problem: water coming through, damaged roofing or a surface that needs restoring. Dedicated service messages help customers find the right page, with tracked calls and forms giving the team the details needed to follow up.
Roofing is won on a proper conversation. Calls from the ads that became jobs ran about 2.2 times longer than calls that did not, and no call under 90 seconds became a job. A quick call rarely carries enough detail about the roof to lead to a quote.
Calls and forms both win work. Phone calls brought in about three in every five dollars of won roofing value from the ads, and website forms brought in the rest.
It is too early to judge the newer Search campaign on won work, because many of its enquiries are still being quoted. Every return figure on this page counts only won work from enquiries traced to the ads; work from enquiries that cannot be traced to an ad is left out.
For a roofing business weighing up search advertising, see marketing for roofing businesses or explore our Google Ads management.
