After a hailstorm or a bad wind night, every roofer in the area gets busy, and so do the out-of-town crews who show up with magnetic signs, knock on doors, and disappear before the warranty matters. Homeowners know this. They’re searching for a roofer, but they’re also trying to figure out who’s local, who’s legit, and who’ll still answer the phone in three years.
I’m Jeff, and I run Campaigns That Convert from Plymouth. I help Michigan roofing companies show up on Google as the obvious local choice, with Google Ads, Local Services Ads, a strong Google Business Profile, and follow-up automation that keeps estimates from going cold.
When a storm hits, search demand jumps and so does competition. Crews from out of state start bidding on the same searches and blanketing neighborhoods. You can’t outshout them all, but you can out-trust them: real reviews from local homeowners, real photos of local jobs, a verified Google Business Profile, and a verified Local Services Ads listing.
A roof replacement is one of the bigger checks a homeowner writes. They get multiple estimates, talk to their spouse, maybe call their insurance company. A lead that doesn’t close this week isn’t dead. But without follow-up, it usually ends up with whoever called back last.
When a lead site sells the same homeowner to several contractors, you’re one of a crowd at the estimate. Your own ads and profile bring in homeowners who searched, saw your reviews, and called you.
Replacement work slows in the cold months, but leaks, ice dams, and emergency repairs don’t stop. The marketing has to change with the season: push repairs and inspections when it’s cold, and push replacements hard when the weather opens up.
For roofers, your Google Business Profile does double duty: it gets you into the map pack, and it’s the first trust check a homeowner does. I set up the right categories, list every service you really offer (replacement, repair, inspections, gutters, siding if you do it), set a realistic service area, and post job photos from real local roofs every week. Reviews matter a lot here. I’ll set up an automated review request after every finished job.
Google Ads let you go after the searches that matter most: “roof replacement,” “roof repair,” “roof leak repair,” “storm damage roof,” in the cities you choose. I write separate ads and use separate landing pages for replacement and repair, add negative keywords to cut out DIY and job-seeker searches, and record every call. After a storm, I can raise budgets in the affected areas fast, and pull them back when your schedule is full.
Local Services Ads put you at the top of Google with the Google Verified badge and charge per lead, not per click. Before you can run them, Google’s screening for roofing in the US can include business and owner background checks, business registration, general liability insurance, and state-level licenses where local law requires them. That’s a bar a here-today, gone-tomorrow crew may not bother clearing, which is exactly why it’s worth having.
This is where roofing companies leave the most money on the table. With GoHighLevel automation, every new lead gets an instant reply, every missed call gets a text back, and every estimate that hasn’t signed gets a scheduled, polite follow-up by text and email. After the job, a review request goes out automatically. Past customers get a check-in after big storms: “Saw the hail in your area last night. Want us to take a look?”
My services overview shows how all four fit together.
Google Ads management is a flat monthly fee. Your ad spend is billed by Google directly to you, so there’s no markup to wonder about. Every ad call is recorded, there’s no setup fee, and it’s a 3-month minimum, then month-to-month. Local Services Ads are billed by Google per lead. I don’t put dollar amounts on the website because roofing budgets vary a lot by area and season, but I’ll give you a clear quote after a 15-minute call. See how my pricing works.
I’m based in Plymouth and work with roofing companies throughout Wayne, Oakland, and Washtenaw counties and the rest of Michigan. If you cover several cities, my Metro Detroit page explains how I set up targeting without wasting budget on areas you don’t want.
I also work with plumbers, HVAC companies, and tree service companies.
It depends on your area, the season, how much competitors are bidding, and whether it’s a repair or a replacement search. I won’t quote a number I can’t back up. On the call, I’ll look at your market and give you a realistic range, and once ads are live, you’ll see your real cost per lead and cost per booked estimate in the monthly report.
Google Ads can be adjusted the same day: higher budgets in the hit areas, storm-damage ad copy, and longer ad hours. Local Services Ads budgets can be raised too. That’s why it pays to have campaigns built and running before storm season instead of starting from scratch after the hail.
I can run ads aimed at storm-damage searches, and your ads and landing page can say you help homeowners through the inspection process if that’s true for your business. I don’t make claims about insurance outcomes, and neither should your ads.
Usually yes, at a lower level and focused on leak repair, ice dam problems, and emergency service. Then you ramp up replacement campaigns as spring opens up. Shutting off entirely means starting cold every spring.
Yes. I set up an automatic review request by text and email after each completed job, with a direct link to your Google review page. Asking every customer, every time, is what moves the number.
You don’t have to stop overnight. Run your own channels alongside, track cost per signed job on both, and keep whatever wins. Most roofers I talk to would rather have a homeowner who called them directly.
Book a 15-minute call and I’ll show you how your roofing company stacks up on Google today, and what I’d do before the next storm. Or start with the free audit and see your Google Maps rankings across your service area.
About Campaigns That Convert:
Google Ads, Local Services Ads, Google Business Profile management, and missed-call follow-up for plumbers, HVAC companies, roofers, and tree service companies.
Let’s grow your business together.
Campaigns That Convert LLC · Plymouth, MI · (313) 590-0304 · Serving Metro Detroit and Michigan
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