If you’re running Google Ads for a roofing business, one of the biggest questions is:
What should I actually be paying for leads?
Roofing is one of the highest-intent service industries in Google Ads. This page breaks down real performance data from roofing campaigns across 3 years, based on accounts we’ve worked with, managed, and analyzed.
Here’s how performance has trended over time:
| Year | Industry | Accounts | Spend | Impressions | Clicks | Conversions | CTR | CVR | CPC | CPA | Conv Value | Conv Value / Cost | Zero-Conv Accounts | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Roofing | 3 | $53,102.27 | 133,162.00 | 3,635.00 | 401.00 | 2.73% | 11.03% | $14.61 | $132.42 | $0.00 | 0 | 0 | |
| 2024 | Roofing | 3 | $66,903.54 | 188,728 | 6,839 | 348.8 | 3.60% | 5.10% | $9.78 | $191.79 | $217.83 | 0.33% | 1 | |
| 2025 | Roofing | 3 | $61,072.71 | 526,829 | 15,772 | 227.54 | 3.00% | 1.40% | $3.87 | $268.40 | $215.54 | 0% | 0 |
| Year | Industry | Network | Spend | Clicks | Impressions | Conversions | Conv Value | CTR | CVR | CPC | CPA |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 2023 | Roofing | Cross-network | $1,092.79 | 969.00 | 71,646.00 | 30.00 | $87.00 | 1.35% | 3.10% | $1.13 | $36.43 |
| 2023 | Roofing | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Roofing | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Roofing | Google Display Network | $22.18 | 19.00 | 2,425.00 | 14.00 | $56.00 | 0.78% | 73.68% | $1.17 | $1.58 |
| 2023 | Roofing | Google Search | $52,047.07 | 3,249.00 | 68,505.00 | 362.00 | $624.00 | 4.74% | 11.14% | $16.02 | $143.78 |
| 2023 | Roofing | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Roofing | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Roofing | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2023 | Roofing | Search partners | $4,162.93 | 341.00 | 5,838.00 | 59.00 | $212.00 | 5.84% | 17.30% | $12.21 | $70.56 |
| 2023 | Roofing | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Roofing | Cross-network | $8,671.61 | 2,688.00 | 139,022.00 | 77.00 | $86.00 | 1.93% | 2.86% | $3.23 | $112.62 |
| 2024 | Roofing | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Roofing | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Roofing | Google Display Network | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Roofing | Google Search | $56,797.95 | 4,121.00 | 61,119.00 | 329.83 | $227.83 | 6.74% | 8.00% | $13.78 | $172.20 |
| 2024 | Roofing | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Roofing | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Roofing | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2024 | Roofing | Search partners | $8,808.61 | 1,322.00 | 5,095.00 | 41.00 | $3.00 | 25.95% | 3.10% | $6.66 | $214.84 |
| 2024 | Roofing | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Roofing | Cross-network | $22,490.71 | 11,256.00 | 479,532.00 | 107.54 | $131.54 | 2.35% | 0.96% | $2.00 | $209.14 |
| 2025 | Roofing | Discover | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Roofing | Gmail | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Roofing | Google Display Network | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Roofing | Google Search | $31,608.70 | 2,456.00 | 46,954.00 | 143.00 | $124.00 | 5.23% | 5.82% | $12.87 | $221.04 |
| 2025 | Roofing | Google TV | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Roofing | Google owned channels | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Roofing | Maps | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 | ||||
| 2025 | Roofing | Search partners | $10,233.80 | 2,658.00 | 7,820.00 | 21.00 | $4.00 | 33.99% | 0.79% | $3.85 | $487.32 |
| 2025 | Roofing | YouTube | $0.00 | 0.00 | 0.00 | 0.00 | $0.00 |
Roofing campaigns are driven by urgent, high-intent demand, making Search the primary source of conversions while other networks support awareness and remarketing.
Roofing searches are often:
This leads to:
Compared to other home services:
However:
Roofing campaigns tend to show:
But this depends heavily on:
Unlike some industries:
If you’re running Google Ads:
You should expect:
You should focus on:
You should avoid:
These numbers give you a realistic performance range, not a guarantee.
Your results will vary based on:
If your current results are:
There’s usually a fixable reason.
We work with businesses across industries to improve performance and efficiency in Google Ads.
We’ll show you:
