Roofing Ad Copy That Converts: 12 Proven Examples You Can Use Today
Roofing Ad Copy That Converts: 12 Proven Examples You Can Use Today
You’ve set up your Google Ads campaigns. You’ve chosen your keywords. You’ve allocated your budget. Now you’re staring at a blank screen that says “Write your ad.”
And you freeze.
What should you say? How do you stand out when there are 3 other roofing companies showing ads for the exact same keyword? How do you convince someone to click YOUR ad instead of the competitor’s ad right below it?
Here’s the brutal truth: Most roofing ads are terrible.
They’re generic (“Quality Roofing Services”). They’re boring (“We Do Roofing”). They don’t differentiate (“Licensed and Insured” – yeah, so is everyone else). They give people no reason to choose them over the next roofer.
And then these same companies wonder why their click-through rate is 2% and their cost per click is sky-high.
Good ad copy does three things:
- Grabs attention – Makes them stop scrolling
- Builds trust – Proves you’re credible and capable
- Drives action – Makes them want to click/call NOW
The difference between mediocre ad copy and great ad copy can literally double your click-through rate, lower your cost per click by 30%, and increase your conversion rate by 40%.
In this guide, I’m giving you 12 proven ad copy templates for roofing companies. These aren’t theoretical—they’re templates we’ve tested across hundreds of campaigns and millions in ad spend. They work.
You can literally copy these, customize them with your details, and start running them today.
Let’s write ads that actually make your phone ring.
Before We Dive In: The Anatomy of a Google Search Ad
First, let’s understand what you’re working with.
Google Search Ad Structure
━━━━━━━━━━━━━━━━━━━━━━━━━━━━
Ad • Sponsored
[Headline 1] | [Headline 2] | [Headline 3]
[Description 1 - up to 90 characters]
[Description 2 - up to 90 characters]
[Sitelink 1] [Sitelink 2] [Sitelink 3]
[Callout] • [Callout] • [Callout]
📞 (555) 123-4567
www.yourwebsite.com
━━━━━━━━━━━━━━━━━━━━━━━━━━━━
You need to provide:
Headlines (3 required, up to 15 total):
- 30 characters max each
- These are the BIG, clickable text
- At least 2 will show, sometimes all 3
Descriptions (2 required, up to 4 total):
- 90 characters max each
- Smaller text below headlines
- Usually both show
Extensions (highly recommended):
- Sitelinks: Links to specific pages
- Callouts: Short benefit phrases
- Call extensions: Your phone number
- Location extensions: Your address
Character limits are strict. Go over by one character and Google won’t approve your ad.
The 6 Principles of High-Converting Roofing Ad Copy
Before we get to the templates, understand these principles:
1. Be Specific, Not Generic
Generic (bad): “Quality Roofing Services”
Specific (good): “Emergency Roof Repair | Same-Day Service in [City]”
Specific = believable. Generic = ignored.
2. Include Your Location
Without location: “Roof Replacement Experts”
With location: “Roof Replacement Experts | Serving [City] Since 2005”
Local = trustworthy. People want local roofers, not national companies.
3. Lead With Benefits, Not Features
Feature-focused (meh): “We Use GAF Shingles”
Benefit-focused (better): “Lifetime Warranty on All Roof Replacements”
People don’t care about GAF shingles. They care about not paying for a roof twice.
4. Use Numbers and Proof
Vague: “Lots of Happy Customers”
Specific: “500+ Five-Star Reviews”
Numbers = credibility.
5. Create Urgency (When Appropriate)
For emergency keywords: “Available 24/7 | Most Repairs Done Same Day”
For replacement keywords: “Schedule Your Free Estimate This Week”
Don’t fake urgency, but do emphasize speed and availability.
6. Match the Keyword Intent
If someone searches “emergency roof repair”: Your ad should say “Emergency Roof Repair”
If someone searches “roof replacement cost”: Your ad should mention “Free Estimate” or “Transparent Pricing”
Match what they searched for in your headlines.
The 12 High-Converting Ad Copy Templates
Now let’s get to the good stuff. Here are 12 proven templates, organized by use case.
EMERGENCY REPAIR ADS (Templates 1-3)
Use these for emergency keywords: “emergency roof repair,” “roof leak,” “24/7 roofer,” “same day repair”
Template 1: The Urgency + Speed Formula
Best for: Emergency roof leak keywords
Headline 1: Emergency Roof Repair | [City]
Headline 2: Same-Day Service | Call 24/7
Headline 3: Licensed & Insured Roofers
Description 1: Roof leak? Storm damage? We respond fast.
Licensed local roofers available 24/7 for emergency repairs.
Description 2: Most repairs completed same day. Free
emergency inspection. Call now: (555) 123-4567
Sitelinks:
- Emergency Repairs →
- Call Now →
- Storm Damage →
- Free Inspection →
Callouts:
• Available 24/7
• Same-Day Service
• 2-Hour Response Time
• No Hidden Fees
Call Extension: (555) 123-4567
Why this works:
- ✅ “Emergency” in headline matches search intent
- ✅ “Same-Day Service” addresses the pain point (urgency)
- ✅ “24/7” reassures them help is available now
- ✅ Phone number appears twice (in description and call extension)
- ✅ “Free emergency inspection” removes barrier
Template 2: The Problem + Solution Formula
Best for: Specific problem searches like “water leaking through ceiling,” “missing shingles”
Headline 1: Roof Leaking? We'll Fix It Today
Headline 2: Emergency Leak Repair | [City]
Headline 3: Call Now - Available 24/7
Description 1: Water damage spreading fast? We stop leaks
quickly. Emergency roof repair specialists serving [City]
since [Year].
Description 2: Licensed, insured, and highly rated. Most
emergency repairs completed in hours, not days. Call for
immediate help.
Sitelinks:
- Emergency Service →
- Our Work →
- Call 24/7 →
- Free Quote →
Callouts:
• 15+ Years Experience
• Fast Response
• Licensed & Insured
• Free Emergency Estimates
Call Extension: (555) 123-4567
Why this works:
- ✅ Headline acknowledges the problem (“Roof Leaking?”)
- ✅ Promises immediate solution (“Fix It Today”)
- ✅ Builds credibility (years in business, licensed)
- ✅ Emphasizes speed (“hours, not days”)
Template 3: The Trust + Availability Formula
Best for: After-hours emergency searches (evenings, weekends)
Headline 1: 24/7 Emergency Roofer | [City]
Headline 2: We Answer After Hours & Weekends
Headline 3: Licensed | Insured | Local
Description 1: Don't wait until Monday. We're available
right now for emergency roof repairs. Real people answer
your call 24/7.
Description 2: Serving [City] homeowners since [Year].
Background-checked technicians. Most repairs same day.
Call: (555) 123-4567
Sitelinks:
- Call Now →
- Emergency Repairs →
- Our Reviews →
- Service Area →
Callouts:
• Real Humans Answer 24/7
• Weekend Service Available
• Background-Checked Crews
• 500+ 5-Star Reviews
Call Extension: (555) 123-4567
Why this works:
- ✅ “We Answer” reassures them they won’t get voicemail
- ✅ “Real people answer your call” = not an answering service
- ✅ “Background-checked” builds trust for letting someone on your property
- ✅ “Don’t wait until Monday” creates urgency
ROOF REPLACEMENT ADS (Templates 4-6)
Use these for replacement keywords: “roof replacement,” “new roof,” “roof replacement cost”
Template 4: The Social Proof Formula
Best for: General “roof replacement [city]” searches
Headline 1: Roof Replacement Experts | [City]
Headline 2: 500+ Five-Star Reviews
Headline 3: Free Estimates | Lifetime Warranty
Description 1: Award-winning roof replacement specialists.
GAF Master Elite contractor serving [City] since [Year].
See our work & reviews.
Description 2: Transparent pricing, quality materials,
meticulous installation. Most projects completed in 2-3
days. Financing available.
Sitelinks:
- Free Estimate →
- See Our Work →
- Read Reviews →
- Financing Options →
Callouts:
• GAF Master Elite
• Lifetime Warranties
• Financing Available
• A+ BBB Rating
Call Extension: (555) 123-4567
Why this works:
- ✅ “500+ Five-Star Reviews” = immediate credibility
- ✅ “GAF Master Elite” = only top 3% of roofers earn this
- ✅ “Lifetime Warranty” = quality assurance
- ✅ “Financing available” = removes price objection
- ✅ Timeline (“2-3 days”) = sets expectations
Template 5: The Premium Quality Formula
Best for: Higher-income neighborhoods, premium materials
Headline 1: Premium Roof Replacement | [City]
Headline 2: Architectural Shingles & Metal Roofing
Headline 3: Lifetime Warranty | Free Consultation
Description 1: Specializing in high-end residential roofing.
Architectural shingles, metal, slate & tile. Serving
[Affluent Neighborhood] homeowners.
Description 2: Master craftsmen, premium materials,
exceptional results. See our portfolio of luxury homes.
Licensed, insured, certified.
Sitelinks:
- View Portfolio →
- Premium Materials →
- Free Consultation →
- Our Certifications →
Callouts:
• Premium Materials Only
• Master Craftsmen
• Luxury Home Specialists
• Concierge Service
Call Extension: (555) 123-4567
Why this works:
- ✅ “Premium” attracts quality-focused customers
- ✅ Specific materials show expertise
- ✅ “Master craftsmen” ≠ “crew” (higher-end positioning)
- ✅ “Concierge service” implies white-glove treatment
- ✅ Works in wealthy zip codes
Template 6: The Value + Transparency Formula
Best for: “Roof replacement cost” or price-conscious searches
Headline 1: Honest Roof Replacement Pricing
Headline 2: Free Estimates | [City] Roofers
Headline 3: No Hidden Fees | Clear Quotes
Description 1: Know exactly what you're paying before we
start. Transparent pricing, no surprises. Most roof
replacements $8,000-$15,000.
Description 2: Licensed & insured with 20+ years experience.
Quality work at fair prices. Flexible financing with approved
credit. Free estimate.
Sitelinks:
- Get Free Quote →
- Financing Options →
- See Pricing Guide →
- Our Reviews →
Callouts:
• Transparent Pricing
• Written Estimates
• Price Match Guarantee
• Flexible Financing
Call Extension: (555) 123-4567
Why this works:
- ✅ “Honest Pricing” addresses their concern
- ✅ Actual price range ($8K-$15K) = transparency builds trust
- ✅ “No hidden fees” = you’re not trying to trick them
- ✅ “Price match” shows confidence
- ✅ Perfect for price shoppers
STORM DAMAGE ADS (Templates 7-8)
Use these during/after storms for “storm damage,” “hail damage,” “wind damage” keywords
Template 7: The Storm Response Formula
Best for: Immediately after storms hit your area
Headline 1: Storm Damage Roof Repair | [City]
Headline 2: Available Now | Free Inspection
Headline 3: Insurance Claim Assistance
Description 1: Storm just hit? We're responding now. Free
emergency inspection to assess damage. Help with insurance
claims. Licensed & insured.
Description 2: Specializing in storm damage repairs &
replacements. Work with all major insurance companies.
Call: (555) 123-4567
Sitelinks:
- Free Inspection →
- Insurance Help →
- Emergency Repairs →
- Call Now →
Callouts:
• Free Storm Inspection
• Insurance Specialists
• Available Immediately
• All Insurance Companies
Call Extension: (555) 123-4567
Why this works:
- ✅ “Storm just hit?” = acknowledges the moment
- ✅ “Free inspection” = no-risk first step
- ✅ “Insurance claim assistance” = removes complexity
- ✅ “Work with all major insurance companies” = eliminates barrier
- ✅ Timely relevance = higher conversions
Template 8: The Hail Damage Specialist Formula
Best for: Hail-prone areas, post-hail storm
Headline 1: Hail Damage Roof Experts | [City]
Headline 2: Free Inspection | Insurance Approved
Headline 3: Replace Your Roof at No Cost*
Description 1: Is your roof damaged from hail? We'll
inspect for free & help you file an insurance claim. Many
customers pay only their deductible.
Description 2: Licensed public adjusters on staff. We handle
the insurance paperwork. Approved by all major carriers.
*Insurance dependent.
Sitelinks:
- Free Inspection →
- Insurance Process →
- Our Work →
- Call Now →
Callouts:
• Public Adjusters on Staff
• Insurance Specialists
• Free Inspections
• All Insurance Carriers
Call Extension: (555) 123-4567
Why this works:
- ✅ “At No Cost*” (with insurance) = powerful hook
- ✅ “Public adjusters on staff” = serious expertise
- ✅ “We handle the paperwork” = removes pain point
- ✅ “Many customers pay only deductible” = realistic expectation
- ✅ Asterisk on “No Cost” = honest, not misleading
COMPETITIVE DIFFERENTIATION ADS (Templates 9-10)
Use these when you have specific competitive advantages
Template 9: The Speed + Guarantee Formula
Best for: When competitors take weeks to start
Headline 1: Roof Replacement in 2 Days | [City]
Headline 2: We Start This Week, Not Next Month
Headline 3: 100% Satisfaction Guaranteed
Description 1: Tired of waiting weeks for contractors to
start? We begin most projects within 5-7 days. No endless
waiting. Professional, fast, done right.
Description 2: Family-owned since [Year]. Licensed, insured,
highly rated. If you're not 100% satisfied, we make it right.
Free estimates.
Sitelinks:
- Get Started Fast →
- Our Guarantee →
- Recent Projects →
- Call Today →
Callouts:
• Start This Week
• 2-Day Installation
• No Long Wait Times
• Satisfaction Guaranteed
Call Extension: (555) 123-4567
Why this works:
- ✅ “2 Days” = specific timeframe (most take 3-5 days, so this is faster)
- ✅ “Start this week” = addresses common pain point
- ✅ “Tired of waiting” = acknowledges frustration with other contractors
- ✅ “100% satisfaction guaranteed” = risk reversal
Template 10: The Local + Established Formula
Best for: Competing against national chains
Headline 1: Family-Owned Roofer | [City]
Headline 2: Serving [City] Since [Year]
Headline 3: Not a National Chain - We Live Here
Description 1: Local family business, not a national
franchise. Your neighbors are our customers. 30+ years
serving [City] homeowners.
Description 2: Licensed, insured, and accountable. We'll
be here for your warranty. See us at local events. Check
our reviews from your neighbors.
Sitelinks:
- About Our Family →
- Local Reviews →
- Our Community →
- Free Estimate →
Callouts:
• Family-Owned Since [Year]
• Your Neighbors Choose Us
• Local. Licensed. Trusted.
• Active in [City] Community
Call Extension: (555) 123-4567
Why this works:
- ✅ “Not a national chain” = differentiates immediately
- ✅ “We live here” = local accountability
- ✅ “We’ll be here for your warranty” = addresses concern about fly-by-night contractors
- ✅ “Your neighbors” = social proof
- ✅ Beats national companies on trust
REMARKETING ADS (Templates 11-12)
Use these for people who visited your site but didn’t convert
Template 11: The Reminder + Incentive Formula
Best for: Website visitors who haven’t called
Headline 1: Still Thinking About Your Roof?
Headline 2: [Company Name] | [City] Roofers
Headline 3: Schedule Your Free Estimate Today
Description 1: We noticed you were looking at roof
replacement. Have questions? We're here to help. Free
estimates, honest advice, no pressure.
Description 2: See why 500+ [City] homeowners chose us.
Licensed, insured, highly rated. Financing available.
Call: (555) 123-4567
Sitelinks:
- Schedule Estimate →
- See Our Work →
- Read Reviews →
- Financing →
Callouts:
• No Pressure Sales
• Free Honest Estimates
• Flexible Financing
• Local & Trusted
Call Extension: (555) 123-4567
Why this works:
- ✅ “Still thinking?” = acknowledges they visited before
- ✅ “We’re here to help” = consultative, not pushy
- ✅ “No pressure” = addresses why they didn’t call first time
- ✅ Reminds them of your value props
Template 12: The Social Proof Reminder Formula
Best for: Visitors who looked at multiple pages but didn’t convert
Headline 1: Join 500+ Happy [City] Homeowners
Headline 2: [Company Name] Roof Replacement
Headline 3: See Why Your Neighbors Chose Us
Description 1: You visited our site. Now see what your
neighbors are saying. 4.9★ rating on Google. Licensed,
insured, GAF Master Elite.
Description 2: Most projects completed in 2-3 days.
Lifetime warranties available. Financing with approved
credit. Ready to get started?
Sitelinks:
- Read All Reviews →
- See Projects →
- Get Free Quote →
- Our Certifications →
Callouts:
• 4.9★ Google Rating
• 500+ Local Customers
• GAF Master Elite
• Lifetime Warranties
Call Extension: (555) 123-4567
Why this works:
- ✅ “You visited our site” = acknowledgment without being creepy
- ✅ “Your neighbors” = local social proof
- ✅ 4.9★ rating = specific credibility
- ✅ Reinforces all trust signals they saw on your site
How to Customize These Templates
These templates work, but you need to make them YOUR OWN.
Replace These Elements:
[City] → Your city/service area
[Year] → The year you started business
[Company Name] → Your actual company name
(555) 123-4567 → Your real phone number
[Affluent Neighborhood] → Specific wealthy area you serve
500+ Reviews → Your actual review count
4.9★ → Your actual star rating
Adjust These Based on Truth:
“Same-Day Service” – Only use if you actually do this
“24/7” – Only if you truly answer 24/7
“Start This Week” – Only if your schedule allows
“2-Day Installation” – Only if this is realistic
“Lifetime Warranty” – Only if you actually offer this
Never lie in ad copy. You’ll get reviews that contradict your ads, Google will disapprove you, and you’ll lose trust.
Add Your Unique Differentiators:
What makes YOU different?
- Only roofer with drone inspections? Add it.
- Veteran-owned? Add it.
- Exclusively use premium materials? Add it.
- Offer a specific warranty other don’t? Add it.
- Faster response time than competitors? Add it.
A/B Testing Your Ad Copy
Don’t just pick one template and call it done. Test multiple versions.
How to Test:
Create 3-4 ads per ad group:
- Template 1 (Social Proof focused)
- Template 2 (Speed focused)
- Template 3 (Trust focused)
- Template 4 (Price/Value focused)
Let Google rotate them evenly for 30 days.
After 30 days, check:
- Which has highest CTR (click-through rate)?
- Which has lowest CPC (cost per click)?
- Which generates most conversions?
Pause the loser(s), keep the winner, test a new variant.
Continuous improvement.
What to Test:
Headlines:
- Order (which headline in position 1, 2, 3?)
- Urgency vs. Trust angle
- Include numbers or not (“500+ Reviews” vs. “Highly Rated”)
Descriptions:
- Feature-focused vs. Benefit-focused
- Length (short punchy vs. detailed)
- Different CTAs (Call Now vs. Free Estimate)
Callouts:
- Benefits vs. Features
- Urgency vs. Credibility
- Service hours vs. Certifications
Test one element at a time so you know what made the difference.
Common Ad Copy Mistakes to Avoid
Mistake #1: Being Too Generic
❌ “Quality Roofing Services – Call Today”
This says nothing. Everyone claims quality. Why should they call you?
✅ “Emergency Roof Repair | Same-Day Service | [City] | 500+ 5-Star Reviews”
Specific. Differentiated. Credible.
Mistake #2: Not Including Location
❌ “Best Roofing Company”
Best where? People want local.
✅ “Top-Rated Roofer in [City] Since 2005”
Local = trustworthy.
Mistake #3: Forgetting the Keyword
Someone searches “emergency roof leak repair”
❌ Your ad says “Roofing Services – Free Estimates”
No match. Low quality score. High CPC.
✅ Your ad says “Emergency Roof Leak Repair – Available 24/7”
Perfect match. High quality score. Lower CPC.
Mistake #4: No Call to Action
❌ “We are a roofing company in [City]. We do roof repair and replacement. Licensed and insured.”
Okay… now what?
✅ “Emergency Roof Repair [City] – Call Now for Same-Day Service”
Clear action. Creates urgency.
Mistake #5: Ignoring Extensions
Your competitor’s ad takes up twice as much space because they use extensions (sitelinks, callouts, call extensions).
You don’t use extensions.
They get the click. You don’t.
Always use:
- Call extension
- Sitelink extension (4 sitelinks)
- Callout extension (4+ callouts)
- Location extension (if applicable)
Mistake #6: Lying or Exaggerating
❌ “Cheapest Roofer in [City]” (when you’re not)
❌ “24/7 Service” (when you’re not available nights)
❌ “Same-Day Service” (when you can’t actually do this)
Consequences:
- Bad reviews (“They said same-day but took 3 days!”)
- Google disapproves ads
- Lost trust
- Wasted ad spend
Be honest. If you can’t do same-day, say “Fast Response” instead.
Mistake #7: Too Many Exclamation Points!!!
Google will disapprove ads with excessive punctuation.
✅ One exclamation point is fine
❌ Multiple!!! will get rejected
Mobile-Specific Considerations
70-80% of roofing searches happen on mobile. Your ad copy must work on small screens.
Mobile Best Practices:
1. Front-load important info
Mobile shows fewer characters. Put the good stuff first.
✅ “Emergency Roof Repair | [City] – Call 24/7”
❌ “The Best Roofing Company in [City] for Emergency Roof Repair”
The second one gets cut off on mobile.
2. Use call extensions
On mobile, there’s a click-to-call button. Make it easy.
3. Keep it simple
Complex sentences and big words don’t work on mobile.
❌ “Utilizing state-of-the-art methodologies”
✅ “Premium Materials, Expert Installation”
4. Test on mobile
Preview your ads on a phone. Do they look good? Is everything readable?
Seasonal Ad Copy Adjustments
Your ad copy should change with the seasons.
Spring/Summer (Peak Season):
Emphasis: Quality, speed, getting scheduled
Headline: Roof Replacement | Book Your Summer Install
Fall (Pre-Winter Rush):
Emphasis: Winter prep, urgency
Headline: Get Your Roof Done Before Winter | [City]
Winter (Slow Season):
Emphasis: Availability, deals
Headline: Off-Season Pricing on Roof Replacement
Storm Season:
Emphasis: Emergency, insurance, availability
Headline: Storm Damage? Free Inspection | Insurance Help
Advanced Tactic: Dynamic Keyword Insertion
Dynamic Keyword Insertion (DKI) automatically inserts the search term into your ad.
Example:
Your ad template:
Headline: {KeyWord: Roof Repair} | [City]
When someone searches “emergency roof repair”:
Headline: Emergency Roof Repair | [City]
When someone searches “roof leak repair”:
Headline: Roof Leak Repair | [City]
Perfect match every time = higher Quality Score = lower CPC.
How to use DKI:
Use the syntax: {KeyWord:Default Text}
The “Default Text” shows if the keyword is too long.
Use cautiously:
- Good for service-specific ad groups
- Bad for broad keyword groups (can look weird)
- Always preview to make sure it makes sense
Your Action Plan
Here’s what to do this week:
Day 1: Choose Your Templates
Pick 2-3 templates that match your keywords:
- Emergency keywords → Use Templates 1-3
- Replacement keywords → Use Templates 4-6
- Storm damage → Use Templates 7-8
Day 2: Customize
Replace all placeholders with YOUR info:
- Your city
- Your phone number
- Your unique selling points
- Your actual review count
Day 3: Create the Ads
In Google Ads:
- Write out 3-4 versions per ad group
- Add all extensions (sitelinks, callouts, call)
- Preview on desktop AND mobile
Day 4: Launch & Monitor
- Turn ads on
- Check for disapprovals (fix immediately)
- Watch impressions and clicks
Week 2+: Test & Optimize
- See which ads get best CTR
- See which ads get best conversion rate
- Pause losers, create new variations
- Continuous improvement
The Bottom Line
Great ad copy can double your ROI.
It’s not about being clever or creative (this isn’t a Super Bowl commercial). It’s about being:
- Specific (not generic)
- Relevant (matching search intent)
- Credible (proof, not claims)
- Clear (simple, direct)
- Actionable (tell them what to do)
These 12 templates work because they’ve been tested across thousands of roofing campaigns and millions in ad spend.
Copy them. Customize them. Test them. Improve them.
Your click-through rate will increase. Your cost per click will decrease. Your phone will ring more.
That’s the power of good ad copy.