How to Use Google to Win More Roofing Contracts
Google is where most homeowners start when they need a roofer. Whether they search 'roofer near me', 'flat roof repair [city]', or 'emergency roofer [postcode]', they are looking for a contractor to contact immediately. Roofing businesses that appear prominently in these searches, with compelling profiles and strong reviews, win a disproportionate share of available work. This guide explains how to make Google work for your roofing business.
Google Business Profile — Your Most Valuable Free Tool
A Google Business Profile (formerly Google My Business) is a free listing that appears in Google Search and Google Maps when people search for local services. For roofing contractors, this is the single most important online marketing asset because it appears above regular website results in local searches.
To set up and optimise your Google Business Profile:
- Create or claim your listing at business.google.com
- Complete every field: business name, address, phone number, website, hours, and services
- Add high-quality photos of your completed work, your team, and your van
- Write a clear, keyword-rich business description that mentions your location, services, and RPS accreditation
- Add your service areas
- Begin collecting reviews systematically
Google Reviews — The Most Important Ranking Factor for Local Businesses
The number and quality of your Google reviews directly affects how high you appear in local search results, and even more importantly, how many people choose to contact you when they see your listing.
A business with 50 four and five-star reviews will consistently outperform a business with no reviews, even if the second business has been trading for longer. Reviews are one of the most direct investments you can make in your Google visibility.
After every job, ask the client to leave a Google review. Provide them with a direct link. Make it as easy as possible. A simple text message the day after completion with a link takes seconds to send and can generate a review worth months of advertising spend.
Search Engine Optimisation (SEO) for Roofers
SEO means making your website appear higher in Google's organic search results. For local roofing contractors, the most important SEO activities are:
- Include location-specific keywords on your website: "roofer in [city]", "flat roof repair [town]", "emergency roof repair [county]"
- Create a separate page for each main service (pitched roofing, flat roofing, guttering, emergency repairs)
- Create location-specific pages if you cover multiple areas
- Ensure your site loads quickly and works well on mobile
- Get your business listed on relevant directories — including your RPS member profile
Google Local Services Ads
Google Local Services Ads (LSAs) appear at the very top of search results for local service queries. They are pay-per-lead rather than pay-per-click, and Google verifies businesses who advertise through LSAs — making them a credible and targeted advertising format for roofing contractors.
LSAs work best in combination with a strong organic presence and Google Business Profile. They are particularly effective for emergency repair queries where homeowners need to act immediately.
Combining Google with Your RPS Accreditation
The most effective online strategy combines a strong Google presence with professional accreditation. Your RPS member profile is an additional listing that can appear in search results, and links from the RPS website to your own website improve your SEO credibility (these are known as backlinks).
When homeowners find you through Google and then verify your credentials on the RPS directory, the combination of search visibility and verified trust signals dramatically increases conversion rates.
Apply to join the Roofing Protection Scheme and enhance your Google strategy with the credibility of a nationally recognised roofing accreditation.