Key takeaways
- The ad account, billing, tracking and landing pages should all be in your company's name, with the agency added as a user.
- A roofing account's history shows which storms, areas and searches turned into signed roofs. That is worth keeping.
- A useful report follows the job board: leads, booked inspections, completed inspections, signed jobs and the cost of each.
- Management follows the weather: build before spring, react within hours of a storm, pull back when the schedule is full.
Google Ads management for a roofing company should run in an account your business owns and pays for, so the keyword lists, storm campaigns and conversion history stay yours if you ever change partners. We build and run it that way, inside your account, and we report in booked inspections and signed roofs instead of clicks and impressions.
What management includes
- Search terms read every week in storm season and monthly in the slow months, with job seekers, shingle shoppers and car-roof searches added to the negative list as they appear. The roofing keywords guide has the starting list.
- Storm switching. The prepared storm campaign goes live for the ZIP codes that were hit within hours, and comes off again when your inspection calendar is full.
- Budget pacing by month, heavier through spring and summer storm seasons, with a reserve held for the week after hail.
- Bidding changes only when the data supports them, once booked inspections and signed jobs flow back from JobNimbus, AccuLynx or your roofing CRM, so bidding learns from roofs, not rings (conversion imports).
- Ad text checked against the truth: your inspection offer, your warranty terms, your experience with claims. No promises about coverage or deductibles.
- Landing page tests, one change at a time, judged on booked inspections rather than form fills.
- Pay-per-lead campaigns in the same account, as Local Services Ads for roofing moves into Google Ads (the transition). The Local Services Ads guide covers what changes.
Who owns what in a managed account
| Part | You own | We do |
|---|---|---|
| The account | Opened in your business name | Work in it as a user |
| Billing | Charged to your payment method | Recommend budgets |
| Changes | Every change visible in the account | Build, test and adjust campaigns |
| Results | History that stays with you | Report calls, booked jobs and cost per customer |
Who should own the account
You should own it, and in roofing the reason is concrete: the account's history is a record of which storms, neighborhoods and searches produced signed roofs. That record is how next spring's budget gets set. If the account belongs to an agency, it leaves with them.
Some agencies run clients' ads inside accounts the agency created and controls. It looks the same on the report. The difference shows up the day you leave, when the conversion history, the negative list and the storm campaign that took two seasons to tune stay behind.
| Asset | Whose name it should be in | What you lose if it is not yours |
|---|---|---|
| Google Ads account and billing | Your company, your card | All history, audiences and conversion data |
| Call tracking numbers | Your account with the tracking provider | Numbers that may be printed on yard signs and truck wraps |
| Landing pages and domain | Your company | Every page your ads point to |
| Analytics and conversion setup | Your company | The link between ads and booked inspections |
| CRM connection | Your roofing CRM | The record of which campaign produced which roof |
We work as a user on your account. You can remove our access at any time and keep everything.
How we report
We report in the units your office already runs on, and every number can be checked against your own job board.
Each month you see, by campaign:
- Spend.
- Leads, with spam and vendors removed.
- Booked inspections and completed inspections.
- Signed jobs, split into retail and insurance work.
- Cost per booked inspection and cost per signed job.
- What we changed, what we tested, and what comes next, with dates.
A hail claim can sit with the adjuster for weeks before the homeowner signs. So the report carries earlier months forward: a storm in May keeps producing signed roofs in June and July, and those roofs are credited back to the campaign that started them (call reporting).
How it works for roofing companies
- Assess. We audit the account, who owns what, the tracking and last season's search terms, and compare ad leads with what your CRM shows was booked and signed.
- Prioritize. We rank the fixes and put a date on each. Usually that means tracking first, then negatives and campaign structure, then the storm campaign and landing pages before spring.
- Execute. We make every change inside your account and show you what changed each week.
- Measure. We report booked inspections and signed roofs by campaign, adjust after each storm, and set the budget plan for the next season.
How VETS Growth Marketing helps
We run Google Ads for roofing companies in accounts the owner holds, from the billing to the tracking numbers, so the history built over each storm season stays with your business. The work is scoped as a project with outcomes and dates, with no long-term contract, and every report shows booked inspections and signed roofs. Bring your current account access to a growth consultation and we will tell you who owns what today and what we would fix first.
Sources
- About conversion measurement, Google Ads Help
- Set up tracking calls to a phone number on a website, Google Ads Help
- Local Services Ads transition to Performance Max campaigns with pay-per-lead goals, Google Ads Help