How to Evaluate a PPC Agency for a Roofing Company
Comparable proposals use the same account window, qualification rule, economics, and access assumptions. Otherwise a forecast may look stronger simply because it counts job outside the contractor scope as useful demand.
We sell this work, so the criteria below focus on evidence the client can keep, ownership that survives a handover, and decisions that can be checked after the sales call.
Keep search intent in the weekly record
Review the queries that produced impressions and clicks, then classify them by service, location, urgency, buyer fit, research intent, jobs, vendors, and exclusions. Google Ads Search campaign documentation explains the relevant Search control; the CRM reveals whether the query produced a lead that the estimating team classified as property, roof type, and service area verified.
Negative keywords need an owner and a reversal path. An overbroad exclusion can remove valid demand, while a loose account can spend on terms that a roofing company will never serve. Record the query, match relationship, decision, scope, and date for every material exclusion.
For PPC agency for roofing companies, ad and landing-page language should mirror the accepted intent. Split campaigns when services have different margins, capacity, locations, or qualification rules, not to make the account diagram look tidy.
Put the funnel in operating language
The account should use four explicit stages: inspection request, property, roof type, and service area verified, completed inspection and issued proposal, and signed roofing contract. The distinction between accepted demand and job outside the contractor scope belongs to the estimating team; the ad platform cannot infer that policy from a form submission.
Google documents Search campaigns around keywords, match types, negative keywords, ads, and campaign goals. See the Google Ads Search campaign documentation. That mechanism becomes commercially useful only after the business supplies its own qualification rule.
Every status change should keep its source, timestamp, owner, and reason. That trail makes rejected demand and lost opportunities visible as different problems.
Write the review cadence into the contract
For Microsoft Advertising, inspect imported settings, keywords, search terms, network distribution, negative keywords, responsive ads, Universal Event Tracking, conversion goals, and CRM outcomes. A Google Import is a starting copy that still needs checking against Microsoft traffic and property, roof type, and service area verified.
Microsoft documents Keyword Planner, Google Import, responsive search ads, extensions, search partners, and lead-generation goals for Search ads. See the Microsoft Advertising Search ads documentation. The written scope should connect that control to an account location, a review owner, and a downstream decision. It should also cover conversion testing, duplicate and spam handling, reconciliation with accepted leads, and a dated change record.
This level of detail makes a handover possible and gives the buyer something firmer than a monthly slide deck. It also prevents a forecast from hiding differences in service area, offer strength, capacity, and qualification policy. Those conditions determine the spending ceiling for a roofing company.
State the assumptions behind the spending limit
A spending limit can be tested with four declared assumptions. For illustration, use $16,384 in collected first-year revenue per signed roofing contract, 55% gross margin, 25% conversion from property, roof type, and service area verified, and a 60% acquisition allowance against expected gross profit.
The result is $1,352 per qualified lead: $16,384 × 55% × 25% × 60%. It is a planning example, not a market benchmark. Actual finance and CRM data should replace all four inputs, with a further allowance for overhead, slow collection, refunds, bad debt, and capacity. Update the limit as those inputs change.
Preserve the records behind each result
The account, analytics property, landing-page history, and CRM export should support the same sequence. When the platform reports a conversion but the estimating team records job outside the contractor scope, the weekly report needs to show the mismatch and the rule used to resolve it.
Google call reporting can record call duration, start time, connected status, caller area code, and a configured phone-call conversion. See the Google Ads call reporting documentation.
Documentation settles what the platform says a control does. It does not settle whether the control is available in this account or whether the economics work. Check both before changing spend.
Use a teardown to narrow the first move
Request a roofing PPC teardown. We use the teardown to check tracking, traffic quality, account structure, and the handoff to the estimating team. You receive the written findings either way.
Our performance marketing services page covers the ongoing work.