When storm season hits or it’s time for spring maintenance, digital advertising helps your roofing company stand out to people who need your services. A strong marketing strategy can be the key to keeping your business competitive and bringing in leads when demand is high. Investing in the right tools, like Local Service Ads (LSAs) or Google Ads for roofers, can make all the difference in reaching potential customers.
But here’s the kicker: how do you know which ads are best for your business?
At Gatorworks, we’ve helped roofing companies optimize their digital marketing strategies to connect with more homeowners. Whether you’re intrigued by LSAs or want to explore deeper opportunities with Google Ads, the answer to which is better depends on your goals.
We’ll break it down so you can decide whether LSAs, Google Ads, or a combination of both will help you nail your marketing strategy.
What Are Local Service Ads?
LSAs are designed to give local businesses priority placement in Google search results. A homeowner searching “roofing services near me” might see an LSA at the very top of the page, even above traditional search ads and organic search results. These ads are charged per lead rather than per click, meaning you pay when someone directly contacts your business.
To run LSAs, you must have a verified Google Business Profile to populate your ad. This will also earn your business a green “Google Guaranteed” badge, which builds trust by assuring customers that Google has vetted the business.
That all sounds promising, right? It definitely can be — for certain industries. However, roofing companies and contractors can encounter issues with Local Service Ads that may leave them feeling like there’s a hole in their digital strategy.
Issues With Local Service Ads
While LSAs offer prime real estate on Google’s search results page, the format isn’t perfect for all businesses. Here are some challenges roofing companies experience with LSAs:
Uncontrollable Leads
Unlike Google Ads, LSAs don’t give you the freedom to target specific keywords. Google determines when your ad appears based on its algorithm, which doesn’t always align with your expertise.
For example, if your focus is residential roofing but Google sends you commercial leads, you may still pay for those irrelevant leads.
No Control Over Search Terms
Roofing companies using LSAs often may get frustrated with the inability to refine the terms triggering their ads. With Google Ads, you can hand-pick the right terms to connect with your ideal customers. LSAs? Not so much.
Lead Challenges Are No Longer Allowed
This is a big one:
Google moved to automated lead credits for Local Services Ads in July 2024. The goal? Save time by ditching manual disputes. But it’s not all smooth sailing.
While machine learning now handles invalid leads, disputes for “job type not serviced” or “geo not serviced” are no longer allowed — meaning advertisers could end up paying for irrelevant leads. Plus, credits take up to 30 days to process, and future improvements rely on your feedback surveys.
It’s kind of like fixing a leak with duct tape. Quick, but not exactly reliable.
While LSAs can help businesses in highly transactional services, these challenges mean roofers need to weigh their options carefully. If you’re tired of paying for “leads” that don’t stick, you may want to shift toward more flexible advertising strategies.
Advantages of Google Ads for Roofing Companies
When it comes to precision, control, and scalability, Google Ads frequently outshines LSAs. Google Ads operate on a pay-per-click (PPC) model, so you only pay when someone clicks on your ad to visit your website or call your business. This can be a game-changer for roofers looking to grow profitably. Here’s why.
Full Control Over Keywords and Targeting
One of the most significant advantages of Google Ads is the ability to customize your campaigns. With Google Ads for roofers, you can hand-select keywords like “roof repair near me” or “metal roof installation.” You can also exclude negative keywords to avoid irrelevant traffic that wastes your budget.
Precise Geographic Targeting
Roofing companies often serve specific metro areas, and no one wants to pay for traffic outside their territory. Google Ads allow zip code–level geotargeting, meaning you’ll only spend money attracting leads within your service area.
Custom Ad Extensions
Want to highlight a free consultation or add quick contact links? Google Ads can include extensions like phone numbers, discounts, or special offers. This customization showcases your roofing company’s unique value.
Data that Drives Smart Decisions
With access to comprehensive analytics, you can track exactly how your campaigns are performing. This data helps you refine your strategy, optimizing return on investment. Improvements to your campaigns can shingle-handedly transform your lead generation (sorry, we had to).
How to Optimize Google Local Service Ads for Roofers
For companies that want to invest in LSAs, optimization can minimize roadblocks. Here are a few tips to make your LSAs work harder:
Ensure Your Profile Is Complete
LSAs require businesses to complete their Google Business Profile with the necessary information. Add details about your services, business hours, and even photos of past roofing projects to build trust.
Nail Down Verification
The “Google Guaranteed” badge inspires confidence in homeowners. Ensure your business passes background checks and meets all verification requirements.
Respond Quickly to Leads
LSAs reward businesses that follow up promptly. Homeowners are more likely to hire roofers who show up at the right time (and respond fast). Use tools or systems that help streamline inquiries to avoid losing leads.
Working with an agency like Gatorworks helps to ensure that every element of your Google Local Service Ads is optimized for results.
Local Service Ads vs. Google Ads for Roofers: The Cheatsheet
For a more straightforward breakdown, here’s how LSAs and Google Ads for roofing companies compare:
Ultimately, roofing professionals seeking precision often lean toward Google Ads. With greater control over targeting and budget, they ensure each marketing dollar delivers maximum value.
The Role of Gatorworks in Roofing Company Marketing
Choosing between LSAs and Google Ads — or deciding to use both — can be confusing. That’s where Gatorworks comes in. Our team blends deep digital marketing expertise with creative problem-solving, offering roofing companies sound strategies that generate real results.
How do we help? Here’s a sneak peek:
Custom Campaigns
We build hyper-targeted ad campaigns based on your business goals, whether that’s earning more roofing repairs or promoting high-ticket installations.
Ongoing Optimization
Roofs need maintenance, and so do ad campaigns. From adjusting keywords to sharpening ad copy, our team continuously optimizes your digital strategy.
Transparent Reporting
With Gatorworks, you’ll always know what’s working. From click-through rates to lead quality, we give clear performance metrics for smarter decisions.
Gatorworks Can Help You Choose What’s Best for You
Roofing company owners face no shortage of marketing options, but the highest quality lead generation often comes down to making informed decisions. Whether you prefer the pay-per-lead simplicity of LSAs or the advanced targeting of Google Ads for roofers, there’s no need to go it alone.
Need help understanding the fine details of local service ads vs. Google Ads? Or maybe you’re wondering how to optimize Google PPC campaigns for your roofing company? At Gatorworks, we craft roofing marketing strategies proven to drive growth.
Call us at 225-924-6109 or message us online today to discuss how we can help businesses in the home services industry weather any storm when it comes to your digital presence.