Local
$1,250/mo
GBP Care and Review Engine, citation cleanup, two data-backed local pages a month, map-pack tracking and a monthly report against your day-one baseline.
Industry
Local search for roofers
Roofing work comes in waves. A hailstorm can fill your phone for weeks, and planned replacements wait on the weather. Either way, a homeowner is about to spend a large sum with a company they have never met, and they have been warned about contractors who turn up after storms. This page covers how you show who you are.
After a storm, homeowners check before they call
When bad weather has been through, the FTC tells homeowners to confirm a contractor's license with the state or county, ask for proof of insurance, get a written contract that includes the license number where one is required, and walk away from anyone who wants cash up front (FTC Consumer Advice). Assume the person reading your site has seen that list, and answer it before they ask.
Where your state or town licenses roofing work, put the license number on your site and on every estimate. State the insurance you carry, and offer a certificate to anyone who asks. Explain how your written estimates work: who comes out, what the estimate lists, whether you take a deposit and how it can be paid.
Busy seasons and quiet months
Roofers usually do not work in bad weather, winter can limit roofing work in northern states, and crews may work overtime through the busy summer months (Bureau of Labor Statistics).
Keep your hours current, and add a plain note saying how far ahead you are booked. A homeowner who knows you are full until next month can plan around it; one who learns it after waiting for a callback may not. Each week we keep the profile's hours up to date, and its weekly post can carry the booking note. Put the same line on your contact page.
The quiet months are when pages get written, so they are already on your site when the next storm comes through.
A service area instead of a pin in every town
If homeowners never come to your yard, you are what Google calls a service-area business, so the address comes off your Business Profile. You keep a single profile for everywhere you work and name up to 20 cities or postal codes, staying within roughly two hours of driving from where you are based (Google Business Profile Help).
After a big storm you may want work in the towns it hit. If they sit inside that two-hour range, add them to your service areas. A second profile at a borrowed address in one of them breaks Google's one-profile rule for service-area businesses (Google Business Profile Help).
Pages for the jobs you actually do
A homeowner weighing a repair against a new roof searches for exactly that, and then for materials: asphalt shingles, metal, slate, the flat roof over an addition. Write a page for each job and each material you install, and leave out what you do not. Say what the work involves, how long it usually takes and what you inspect before quoting. The scan flags service pages too short to answer those questions as C2.
Town pages follow the same rule: write one when you know something true about that town, such as how old its houses are or a style of roof common there. Google counts pages churned out in bulk for rankings instead of readers as spam, under what it calls scaled content abuse (Google Search Central).
Photos and reviews from roofs you finished
Pictures of your own work beat stock images of a roof in the sun: the old roof, the tear-off, the finished job, your crew. Use a photo of someone's house only with their permission, and give each image a short description of what it shows; the scan flags a site where many images lack one as E7.
Every homeowner gets a review request once the roof is finished, as part of Local, Growth and Authority. Google does not let a business pick only the customers it thinks will be pleased, offer something in return or discourage a poor review (Maps content policy), so nobody is left off the list and nobody is rewarded. We draft an answer to each review within one business day. Replies to negative reviews that mention facts, such as a leak that came back or a disputed charge, wait until you approve them.
Local Services Ads for roofing
Google offers Local Services Ads to roofers in the United States, under the category "Roofers", and you pay per lead (Google Local Services Help). Google lets new advertisers run ads before its screening is finished, but even those need a license, or a business registration where no license is required. We do not manage these ads yet.
What paid search costs
LocaliQ publishes no roofing category. The table below shows its nearest one, Home & Home Improvement, which covers far more than roofing, and LocaliQ does not say which months the averages come from.
Across that category one paid lead costs $90.92 on average (LocaliQ). A new roof is worth far more than most home trade jobs, so the figure that matters sits in your own ads account: what a signed roofing job cost you last season.
| Cost per click | Cost per lead |
|---|---|
| $8.33 | $90.92 |
What we check first
A homeowner choosing a roofer reads your service pages, looks at your photos and then asks for an estimate. These checks follow that path, plus the details Google uses to confirm who you are.
- C2: Service pages say too little
- E7: Images without descriptions
- V2: No contact form or booking link found
- C3: Your city is not in your main headline
- A3: Search engines can't confirm who your business is
- L1: Your phone number doesn't match across the site
Which plan fits
Local is the plan to start on when one yard serves your whole working area. Its two local pages each month go to the materials and towns you most want work from.
Growth adds four articles a month for the reading homeowners do before they choose: which material fits their house, whether to repair or replace, what an estimate should include. Authority fits a large roofer covering a big metro area.
Each extra yard with its own address is billed as an Additional location add-on.
Growth
$2,250/mo
Everything in Local, plus technical fixes, four articles a month, an AI-search visibility report and a quarterly roadmap refresh.
Authority
$3,750/mo
Everything in Growth, plus eight articles a month, a full AI-search program, a quarterly data study with local press outreach, and conversion fixes.
One client per business category per metro area on the Local, Growth and Authority plans. A metro area is a U.S. Census core-based statistical area. For a law firm, each practice area counts as its own business category. A law firm holds only the practice area its plan covers at each location, named in writing when the work starts; a second practice area takes a plan of its own.
Starting assumptions for the scan
- Value of a new customer
- $9,000
- Visitors who become customers
- 2%
Starting assumptions, not benchmarks. Replace them with your own numbers. They are what the scan starts from when you choose Roofing. How the estimate works.
What we do not promise
- A busy month. Nobody controls the weather, or the day a homeowner decides to replace a roof.
- Anything about how an insurance claim turns out. Your pages describe what you do; the insurer decides what it pays.
- A top spot in the map results. Google says there is no way to request or pay for a better local ranking (Google Business Profile Help).
Questions
Will our site be ready when the next storm hits?
Yes, if the work is done before it: pages and profile details finished in a quiet month are already live when the phone starts ringing.
Can our pages say we help with insurance claims?
Only if you do, and only about your own part, such as the photos and estimate you provide. No page says what an insurer will pay, and the wording goes live only after you approve it.
Can we post before and after photos of our jobs?
Yes, when you took them and the homeowner has agreed. Keep house numbers out of the frame unless the owner is happy to have them shown.
Will you also work for a competing roofer in our metro area?
No, not while you are on Local, Growth or Authority: those plans take one roofing company per metro area.
Should a roofing company pay for Local Services Ads after a storm?
Yes, if you can call every lead back the same day and have crews free to start. No, if you are already booked for weeks: the ads are paid for lead by lead (Google Local Services Help), so a lead you cannot take still costs you.
We work in two regions. Do we need two profiles?
Not if both sit within about two hours of one base: one profile with its service areas covers them (Google Business Profile Help). A second yard with its own address and crew counts as a separate location, which gets a profile of its own under Google's rules (Google Business Profile guidelines).
Related
Services
- Local SEO: Your Business Profile, reviews, listings and site worked on together for the map results and local searches your customers make.
- Review management: Review requests after every job and a drafted reply to every review, within the rules Google and the FTC set.
- Google Business Profile management: Your Business Profile kept complete, accurate and active every week, from hours and categories to posts and photos.
- Content: Service pages, local pages and articles that answer what your buyers ask, with every statistic linked to its source.
- PPC and Local Services Ads: Google Ads and Local Services Ads management with hard budget caps. Not open yet: join the waitlist.
Related reading
Guides
- How much does local SEO cost? What local SEO costs, what the price should buy, and our own published prices beside a sourced market range.
- SEO or paid search: which should a local business pay for first? How paid clicks and organic work differ in cost, speed and what is left when you stop paying, with sourced ad costs.
- Should you do local SEO in-house or hire an agency? What you can do yourself, what a hire costs, and when an agency is the better use of the money.
- Is local SEO worth it for a small business? How to tell whether local SEO can pay for itself, using your own numbers, and when it is not the right spend.
- What should a local SEO audit check? The checks a local SEO audit should cover, which ones our free scan runs, and what only access to your accounts can show.
- How do you choose a local search agency? Honest questions to ask any local search agency, the answers that should worry you, and where we are still new.
Related terms
- Service-area business: A business that travels to its customers, and how Google expects it to show a service area instead of an address.
- Local Services Ads: Google's pay-per-lead ads for local trades and professionals, and the screening and badge that come with them.
- Review gating: Asking only the customers you expect to be happy for a review, why the rules bar it, and what to do instead.
- Local citations: Mentions of your business name, address and phone on other websites, and which ones are worth your time.
- Review replies: Answering reviews on your Business Profile, what Google and the FTC say about replies, and what a health practice must never write.
- Business Profile categories: The primary and additional categories on a Business Profile, how to choose them, and why Google says they affect local ranking.
Sources
- LocaliQ: 2026 Search Advertising Benchmarks, updated June 1, 2026. Checked September 26, 2026.
- FTC Consumer Advice: How To Avoid Scams After Weather Emergencies and Natural Disasters. Checked September 26, 2026.
- U.S. Bureau of Labor Statistics, Occupational Outlook Handbook: Roofers, updated September 14, 2026. Checked September 26, 2026.
- Google Business Profile Help: Manage your service areas for service-area & hybrid businesses. Checked September 26, 2026.
- Google Search Central: Spam policies for Google web search, updated August 28, 2026. Checked September 26, 2026.
- Google Maps User Generated Content Policy Help: Prohibited & restricted content. Checked September 27, 2026.
- Google Local Services Help: Getting started with Local Services Ads (United States). Checked September 26, 2026.
- Google Business Profile Help: Tips to improve your local ranking on Google. Checked September 26, 2026.
- Google Business Profile Help: Guidelines for representing your business on Google. Checked September 26, 2026.