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Bidding Strategies for Roofing Leads: Manual vs. Automated (What Works Best)

Bidding Strategies for Roofing Leads: Manual vs. Automated (What Works Best)

You’ve set up your Google Ads campaigns. Your keywords are solid. Your ad copy is compelling. Your extensions make your ads look great. You’re ready to turn everything on.

Then Google asks you: “How do you want to bid?”

And you’re staring at a dropdown menu with options like:

  • Manual CPC
  • Enhanced CPC
  • Maximize Clicks
  • Maximize Conversions
  • Target CPA
  • Target ROAS
  • Maximize Conversion Value

What the hell do these even mean? And which one should you choose?

Here’s the reality: Your bidding strategy can make or break your campaign profitability. Choose wrong, and you’ll either:

  • Spend too much per lead (overpaying)
  • Get zero impressions (underbidding)
  • Let Google waste your budget (wrong automation)
  • Miss out on qualified leads (poor targeting)

Choose right, and you’ll:

  • Get more leads at lower costs
  • Outbid competitors efficiently
  • Scale profitably
  • Let AI do the heavy lifting (when appropriate)

The bidding strategy question isn’t just technical—it’s strategic. It determines how aggressive you are, how much control you have, and ultimately, your ROI.

In this guide, I’ll break down every bidding strategy available, tell you exactly which ones work for roofing companies, and give you a decision framework based on your budget, experience level, and goals.

By the end, you’ll know exactly which bidding strategy to use and when.

Let’s master bidding.

Understanding the Bidding Landscape: Manual vs. Smart Bidding

First, let’s understand the fundamental choice:

Manual Bidding

You control everything.

  • You set the maximum CPC for each keyword
  • Google bids up to that amount
  • Predictable, controllable, transparent

Think of it as: Driving a manual transmission car. You shift gears.

Smart Bidding (Automated)

Google’s AI controls bids.

  • You set goals (conversions, CPA, ROAS)
  • Google uses machine learning to adjust bids automatically
  • Less control, more automation, potentially better results

Think of it as: Self-driving car. You tell it where to go, it drives.

Which Should Roofing Companies Use?

The honest answer: It depends on where you are in your Google Ads journey.

Manual bidding is better when:

  • You’re just starting (learning phase)
  • Budget under $3,000/month
  • You don’t have conversion data yet (under 30 conversions/month)
  • You want maximum control
  • Your conversion tracking isn’t perfect

Smart bidding is better when:

  • You have conversion data (50+ conversions/month)
  • Budget over $5,000/month
  • Conversion tracking is accurate
  • You want to scale
  • You don’t have time for daily bid management

Most roofing companies should:

  1. Start with manual
  2. Graduate to Enhanced CPC
  3. Eventually use Target CPA

Let’s break down each strategy.

Manual CPC Bidding: Full Control

What It Is

Manual Cost-Per-Click (CPC): You set the maximum you’ll pay for each click on each keyword.

Example:

  • “Emergency roof repair [city]” → Max CPC: $35
  • “Roof replacement [city]” → Max CPC: $25
  • “Roofing contractors near me” → Max CPC: $30

Google will bid UP TO that amount but tries to pay less.

How It Works

The Auction:

  1. Someone searches “emergency roof repair”
  2. You’ve set max CPC: $35
  3. Competitor A: max CPC $40
  4. Competitor B: max CPC $30

If only bid mattered, Competitor A wins.

But Quality Score matters too:

  • Your Quality Score: 8
  • Competitor A Quality Score: 6
  • Competitor B Quality Score: 7

Ad Rank calculation:

  • You: $35 × 8 = 280
  • Competitor A: $40 × 6 = 240
  • Competitor B: $30 × 7 = 210

You win the auction despite lower bid, and you might pay only $31 (just enough to beat Competitor A’s Ad Rank).

Pros of Manual CPC

✅ Maximum control

  • You decide exactly how much to bid
  • Can adjust anytime

✅ Transparency

  • You see exactly what you’re bidding
  • Easy to understand costs

✅ Budget predictability

  • Easier to forecast spend
  • Control cost per click tightly

✅ Good for learning

  • Teaches you keyword value
  • Understand market dynamics
  • See what converts

✅ No conversion data needed

  • Works from day one
  • Don’t need 30+ conversions

Cons of Manual CPC

❌ Time-consuming

  • Need to check and adjust regularly
  • Can’t set-and-forget

❌ Miss opportunities

  • Can’t adjust bids in real-time
  • Someone more likely to convert at 10 PM? You’re bidding same as 3 PM

❌ Slower optimization

  • Google’s AI can test faster than humans
  • You’re limited to your manual adjustments

❌ Can overpay

  • If you set bid too high, you pay more than needed

❌ Can underbid

  • If you set too low, you miss impressions

Manual CPC Best Practices for Roofing

1. Start with Conservative Bids

First week: Set bids 20-30% below Google’s suggested range

  • Google suggests $30-$40
  • You start at $24
  • Gather data on actual performance

Why: Prevents overspending while learning

2. Bid Based on Keyword Value

Not all keywords are equal.

Emergency keywords:

  • Higher close rate (60-70%)
  • Lower job value ($500-$2,000)
  • Bid: $30-$45

Replacement keywords:

  • Lower close rate (25-35%)
  • Higher job value ($10,000-$20,000)
  • Bid: $20-$35

Informational keywords:

  • Very low close rate (5-10%)
  • Future potential
  • Bid: $10-$18

3. Adjust by Performance Weekly

Every Friday, review:

  • Which keywords got conversions?
  • Which keywords wasted money?

Action:

  • Increase bids 10-20% on winners
  • Decrease bids 20-30% on losers
  • Pause keywords with 100+ clicks, zero conversions

4. Use Bid Adjustments

Layer these on top of your base bid:

Device adjustments:

  • Mobile: +30% (most roofing searches)
  • Desktop: 0%
  • Tablet: -20%

Location adjustments:

  • High-income neighborhoods: +20%
  • Areas you prefer: +15%
  • Far edges of service area: -30%

Time of day:

  • Business hours (9am-5pm): 0%
  • After hours (6pm-11pm): +20% (emergency intent)
  • Overnight (12am-7am): -50% or off

Day of week:

  • Weekend: +10% (people home, notice roof issues)
  • Monday: 0%

Example:

  • Base bid: $25
  • Mobile device: +30% = $32.50
  • High-income zip code: +20% = $39.00
  • Weekend: +10% = $42.90

Final bid for this specific scenario: $42.90

5. Monitor Search Impression Share

Check weekly:

  • Search Impression Share (SIS): % of times you showed up
  • SIS Lost (Rank): Lost due to low bids
  • SIS Lost (Budget): Lost due to insufficient budget

If SIS Lost (Rank) is high (>30%):

  • Increase bids on top keywords
  • You’re missing opportunities

If SIS Lost (Budget) is high:

  • Need bigger budget, not higher bids

When to Use Manual CPC

✅ Phase 1: Month 1-3

  • Learning your market
  • Gathering conversion data
  • Understanding keyword performance

✅ Small budgets

  • Under $3,000/month
  • Need tight cost control

✅ Highly variable services

  • Emergency jobs ($500) vs. replacements ($15K)
  • Need different bidding strategies

✅ Skeptical of automation

  • Want to see how it works first
  • Prefer control

Enhanced CPC (eCPC): Manual with AI Assist

What It Is

Enhanced CPC is the bridge between manual and full automation.

How it works:

  • You set manual bids ($25 for a keyword)
  • Google can adjust UP or DOWN by ~30%
  • Based on likelihood of conversion

Example:

  • Your bid: $25
  • Google sees someone very likely to convert: Bids $32
  • Google sees someone unlikely to convert: Bids $18
  • Average stays around your manual bid

Pros of Enhanced CPC

✅ Best of both worlds

  • You maintain control
  • AI helps optimize

✅ Easy transition

  • From pure manual
  • Tests automation without full commitment

✅ Improves performance

  • Typically 5-15% better conversion rate vs. manual
  • While maintaining similar average CPC

✅ No conversion minimum

  • Works even with low conversion volume
  • Good for newer accounts

Cons of Enhanced CPC

❌ Less predictable

  • Actual CPC can vary significantly
  • Harder to forecast exact costs

❌ Can exceed your bid

  • Google can bid up to 30% higher
  • Might pay $32 when you wanted max $25

❌ Still requires management

  • Not fully automated
  • Need to adjust base bids

Enhanced CPC Best Practices

1. Start Here After Manual Phase

Timeline:

  • Months 1-2: Manual CPC
  • Month 3+: Switch to Enhanced CPC

Why: You’ve learned what works, now let AI fine-tune.

2. Monitor Actual CPC vs. Max CPC

Check weekly:

  • What’s your average CPC?
  • How does it compare to your max CPC?
  • Is Google frequently bidding much higher?

If average CPC is 90%+ of max CPC:

  • Google is often bidding at ceiling
  • Consider increasing max CPC or switching to full Smart Bidding

3. Keep Manual Bid Adjustments

You can still use:

  • Device adjustments
  • Location adjustments
  • Time of day adjustments

eCPC works ON TOP of these.

4. Watch for Overspending

Set budget caps:

  • Daily budget limits
  • Prevent runaway spending

If eCPC consistently exceeds budget:

  • Lower base bids
  • Or accept you need bigger budget

When to Use Enhanced CPC

✅ Phase 2: Month 3-6

  • You have some conversion data (20-50/month)
  • Want to improve performance
  • Not ready for full automation

✅ Testing automation

  • See if AI helps before committing to Target CPA

✅ Moderate budgets

  • $3,000-$7,000/month
  • Want optimization without full automation

Maximize Clicks: Volume Over Efficiency

What It Is

Maximize Clicks is a Smart Bidding strategy focused on one goal: Get as many clicks as possible within your budget.

How it works:

  • You set daily budget: $100/day
  • Google automatically adjusts bids to get maximum clicks
  • No manual bidding needed

Pros of Maximize Clicks

✅ Simple

  • Set budget and forget
  • No bid management

✅ Good for brand awareness

  • Maximum exposure
  • High traffic

✅ Fast data gathering

  • Lots of clicks = lots of data quickly

Cons of Maximize Clicks

❌ Optimizes for CLICKS, not CONVERSIONS

  • You might get lots of clicks from people who never convert
  • Wastes money on low-quality traffic

❌ Can attract tire-kickers

  • People just browsing
  • Not ready to hire

❌ No conversion optimization

  • Google doesn’t care if they convert
  • Just wants clicks

Should Roofing Companies Use Maximize Clicks?

Generally, NO.

Roofing is about lead quality, not traffic volume.

Exception: First 2 weeks of a brand new campaign to gather data quickly, then switch to better strategy.

Maximize Conversions: Volume-Focused Automation

What It Is

Maximize Conversions is Smart Bidding focused on: Get as many conversions as possible within your budget.

How it works:

  • You set daily budget: $150/day
  • Google uses AI to get maximum conversions
  • Automatically adjusts bids across all keywords

Example:

  • Your budget: $150/day
  • Google might spend $40 on one click if it thinks it’ll convert
  • Might spend $12 on another
  • Goal: Maximum total conversions

Pros of Maximize Conversions

✅ Optimizes for what matters

  • Conversions, not just clicks

✅ Good for testing

  • New campaigns
  • Gather data on what converts

✅ Hands-off

  • No manual bidding needed

✅ Finds opportunities

  • AI discovers converting audiences you wouldn’t have targeted

Cons of Maximize Conversions

❌ No cost control

  • Might pay $60 per lead one day, $300 the next
  • Unpredictable cost per conversion

❌ Can exhaust budget on expensive leads

  • Will spend full budget even if leads are expensive

❌ Needs conversion data

  • Works best with 30+ conversions/month
  • Otherwise AI can’t optimize well

When to Use Maximize Conversions

✅ Phase 3: Month 1-2 of full automation

  • Transitioning from manual/eCPC
  • Don’t know target CPA yet
  • Gathering data on conversion costs

✅ When you just want volume

  • Don’t care about specific cost per lead
  • Want to maximize conversions regardless of cost
  • (Rare for roofing)

Then graduate to: Target CPA (more control)

Target CPA: The Sweet Spot for Roofing

What It Is

Target CPA (Cost Per Acquisition) is Smart Bidding with a goal: Get conversions at or below your target cost.

How it works:

  • You set target: “Get leads at $300 each”
  • Google uses AI to hit that target
  • Some leads cost $400, some $200, average $300

Example:

  • Target CPA: $300
  • Month 1: 20 leads, average CPL $310 (close)
  • Month 2: 25 leads, average CPL $295 (hit target)
  • Month 3: 30 leads, average CPL $285 (beat target)

Pros of Target CPA

✅ Predictable costs

  • Know what you’ll pay per lead
  • Budget forecasting easier

✅ Optimizes for efficiency

  • Targets specific cost
  • Won’t overspend to get leads

✅ Scales intelligently

  • As budget increases, maintains target CPA
  • Doesn’t just spend more per lead

✅ AI optimization

  • Adjusts bids by:
    • Device
    • Location
    • Time of day
    • User signals (likely to convert)
    • Search context

✅ Best ROI for mature campaigns

  • Once optimized, often beats manual

Cons of Target CPA

❌ Needs conversion data

  • Minimum: 30 conversions in last 30 days
  • Better: 50+ conversions/month
  • AI needs data to learn

❌ Learning period

  • 2-4 weeks of unstable performance
  • Might not hit target initially

❌ Less granular control

  • Can’t bid specifically on one keyword
  • AI makes all decisions

❌ Can limit volume if target too low

  • Set Target CPA at $150
  • Actual market CPL is $300
  • Google can’t hit target, reduces impressions significantly

Target CPA Best Practices for Roofing

1. Set Realistic Targets

Don’t:

  • Current CPL: $350
  • Set Target CPA: $150
  • Google can’t hit it, campaign suffers

Do:

  • Current CPL: $350
  • Set Target CPA: $330 (5-10% better)
  • Let AI optimize
  • Lower target gradually over time

2. Wait for Enough Conversions

Minimum to start:

  • 30 conversions in last 30 days

Optimal:

  • 50+ conversions/month
  • AI has enough data to optimize effectively

If under 30:

  • Stick with manual or eCPC
  • Build conversion volume first

3. Be Patient During Learning Period

Weeks 1-2:

  • Performance may dip
  • CPL might be higher than target
  • Don’t panic

Week 3-4:

  • Should approach target

Week 5+:

  • Should consistently hit or beat target

Don’t switch strategies every 2 weeks. Give it time.

4. Monitor Search Impression Share

Problem: If Target CPA is too aggressive (low), Google reduces impressions.

Check:

  • Search Impression Share Lost (Rank)
  • If over 30%, your target may be too low
  • Increase target CPA or increase budget

5. Segment by Campaign

Different campaigns need different targets:

Emergency campaign:

  • Lower job value ($500-$2K)
  • Higher close rate (60%)
  • Target CPA: $250

Replacement campaign:

  • Higher job value ($10K-$20K)
  • Lower close rate (30%)
  • Target CPA: $400

Don’t use same target for both.

When to Use Target CPA

✅ Phase 4: Month 6+ (Mature campaigns)

  • 50+ conversions/month
  • Accurate conversion tracking
  • Know your profitable CPL

✅ Scaling mode

  • Want to increase volume
  • Maintain profitability

✅ Limited time

  • Can’t manage bids daily
  • Want AI to optimize

This is the end-state for most roofing companies.

Target ROAS: For Advanced Tracking

What It Is

Target ROAS (Return On Ad Spend): Set a target return and Google optimizes for revenue.

How it works:

  • You set target: “I want $5 back for every $1 spent”
  • Google optimizes for revenue, not just conversions
  • Prioritizes high-value conversions

Example:

  • Target ROAS: 500% (5× return)
  • Ad spend: $10,000
  • Google aims for: $50,000 in revenue

Should Roofing Companies Use Target ROAS?

Generally, NO (unless you have advanced tracking).

Why it’s hard for roofing:

Requires passing job revenue back to Google Ads:

  • Lead comes in → Becomes job → You close for $12,000
  • You need to tell Google: “That lead was worth $12,000”
  • Most roofing companies don’t have this tracking

Alternative: Use Target CPA based on customer lifetime value

If you DO track job revenue:

  • Lead from emergency keyword → $800 job → Pass to Google
  • Lead from replacement keyword → $15,000 job → Pass to Google
  • Google learns which keywords drive high-value jobs
  • Optimizes for revenue

Setup requires:

  • CRM integration
  • Offline conversion tracking
  • Technical implementation

Most roofing companies: Stick with Target CPA (simpler, effective)

Maximize Conversion Value: Revenue-Focused

What It Is

Maximize Conversion Value optimizes for highest total conversion value within budget.

Similar to Maximize Conversions, but focuses on value, not just volume.

Should Roofing Companies Use This?

Only if:

  • You’re tracking conversion values
  • Different conversions have different values assigned
  • Emergency lead = $150, Replacement lead = $300

Most roofing companies: No. Use Target CPA instead.

The Roofing Company Bidding Strategy Roadmap

Here’s the path most roofing companies should follow:

Month 1-2: Manual CPC

Budget: $2,000-$5,000/month
Goal: Learn the market
What to do:

  • Set conservative bids
  • Gather conversion data
  • Adjust weekly based on performance
  • Build conversion volume

Month 3-4: Enhanced CPC

Budget: $3,000-$7,000/month
Conversions: 20-50/month
Goal: Test automation
What to do:

  • Switch to eCPC
  • Keep manual bid adjustments
  • Monitor performance vs. manual
  • Continue gathering data

Month 5-6: Maximize Conversions (Optional)

Budget: $5,000+/month
Conversions: 30-50/month
Goal: See what AI can do without constraints
What to do:

  • Test for 4-6 weeks
  • Measure average CPL
  • Set this as Target CPA baseline

Or skip to Target CPA directly.

Month 6+: Target CPA (End State)

Budget: $5,000+/month
Conversions: 50+/month
Goal: Profitable, scalable lead generation
What to do:

  • Set realistic Target CPA
  • Be patient through learning period
  • Gradually lower target as performance improves
  • Monitor and adjust quarterly

Stay here long-term.

Budget-Specific Recommendations

Budget: Under $2,000/month

Use: Manual CPC

  • Need maximum control
  • Limited budget = must be careful
  • Can’t afford learning period waste

Budget: $2,000-$5,000/month

Use: Manual CPC → Enhanced CPC

  • Month 1-3: Manual
  • Month 4+: eCPC

Budget: $5,000-$10,000/month

Use: Enhanced CPC → Target CPA

  • Month 1-4: eCPC
  • Month 5+: Target CPA

Budget: $10,000+/month

Use: Target CPA from Month 3-4 onward

  • Enough budget to gather data quickly
  • Can afford learning period
  • Want AI optimization

Troubleshooting Common Bidding Issues

Problem 1: Not Getting Impressions

Symptoms:

  • Search Impression Share: 20-40%
  • SIS Lost (Rank): 60%+

Cause: Bids too low

Fix:

  • Manual: Increase bids 20-30%
  • Target CPA: Increase target or budget

Problem 2: Cost Per Lead Too High

Symptoms:

  • Spending budget but CPL is $500+ (target was $300)

Cause:

  • Bids too high (manual)
  • Target CPA set unrealistically high
  • Poor landing page conversion

Fix:

  • Manual: Lower bids 15-20%
  • Target CPA: Lower target gradually
  • Fix landing page (might be the real issue)

Problem 3: Inconsistent Performance with Smart Bidding

Symptoms:

  • Week 1: 10 leads at $250 each (great!)
  • Week 2: 3 leads at $600 each (terrible!)

Cause: Not enough conversion data

Fix:

  • Need 50+ conversions/month for stable Smart Bidding
  • If under 50, stick with manual or eCPC

Problem 4: Smart Bidding Spending Full Budget on Low-Quality Leads

Symptoms:

  • Getting lots of conversions
  • But they’re not closing
  • Wasting money

Cause: Conversion tracking isn’t accurate

Fix:

  • Review what you’re tracking as conversions
  • Are you counting form views instead of submissions?
  • Are you counting all calls or only qualified calls (60+ seconds)?
  • Fix tracking, then restart Smart Bidding

Problem 5: Target CPA Won’t Hit Target

Symptoms:

  • Set Target CPA: $300
  • Actual CPL: $450-$500 consistently

Cause: Target is unrealistic for market

Fix:

  • Check competitors’ bids (Auction Insights)
  • Raise Target CPA to realistic level ($400-$450)
  • Or accept fewer conversions at lower target

Advanced Bidding Tactics

Tactic 1: Portfolio Bid Strategies

What it is: Apply one Smart Bidding strategy across multiple campaigns.

Example:

  • Emergency campaign
  • Replacement campaign
  • Repair campaign
  • All use same Target CPA: $350

Benefit: More conversion data pooled together = AI learns faster

Setup:

  • Tools → Shared Library → Portfolio Bid Strategies
  • Create strategy
  • Apply to multiple campaigns

Tactic 2: Seasonality Adjustments

Tell Google about expected conversion rate changes:

Example:

  • Normal conversion rate: 10%
  • Storm season conversion rate: 18% (more urgency)

Seasonality adjustment:

  • “For next 7 days, expect 80% higher conversion rate”
  • Google adjusts bids accordingly

Setup:

  • Tools → Bid Strategies → Seasonality Adjustments

Use for:

  • Storm season
  • Slow season (expect lower conversion)
  • Holidays

Tactic 3: Conversion Value Rules

Assign different values to different conversions:

Example:

  • Call from wealthy zip code: $400 value
  • Form fill from regular area: $250 value
  • Weekend call: $300 value (higher urgency)

Google optimizes for higher-value conversions.

Setup:

  • Tools → Conversions → Value Rules

Requires: Understanding which conversions are more valuable

The Decision Framework

Still not sure which bidding strategy to use? Use this decision tree:

Question 1: Do you have 50+ conversions/month?

  • No → Manual CPC or Enhanced CPC
  • Yes → Continue to Q2

Question 2: Is your conversion tracking accurate?

  • No → Fix tracking, then use Manual CPC
  • Yes → Continue to Q3

Question 3: Do you want maximum control or maximum optimization?

  • Control → Enhanced CPC
  • Optimization → Target CPA

Question 4: What’s your budget?

  • Under $3K/month → Manual CPC
  • $3K-$7K/month → Enhanced CPC
  • $7K+/month → Target CPA

Question 5: How much time do you have for management?

  • Can check daily → Manual CPC or eCPC
  • Weekly only → Target CPA

Your Bidding Strategy Action Plan

Week 1: Assess Current State

☐ Check current conversions/month
☐ Review conversion tracking accuracy
☐ Calculate current average CPL
☐ Determine profitable target CPL

Week 2: Choose Strategy

☐ Use decision framework above
☐ Select appropriate strategy
☐ Set up in Google Ads

Week 3-4: Monitor Closely

☐ Check performance daily
☐ Watch for issues
☐ Don’t make changes yet (let it learn)

Month 2: First Optimization

☐ Review overall performance
☐ Adjust bids/targets if needed
☐ Check Search Impression Share

Month 3+: Ongoing

☐ Weekly performance reviews
☐ Monthly strategic adjustments
☐ Quarterly bid strategy evaluation

The Bottom Line

Bidding strategy isn’t set-and-forget.

It’s a journey:

  1. Start manual (learn the market)
  2. Graduate to Enhanced CPC (test automation)
  3. Evolve to Target CPA (optimize and scale)

Most roofing companies should end up at Target CPA once they have enough conversion data.

But the path matters. Jumping straight to Smart Bidding without understanding the fundamentals often leads to wasted money.

Learn manual. Test automation. Optimize continuously.

That’s how you master Google Ads bidding.