- Group keywords by intent, not by volume. An emergency search and a how-to search need completely different pages.
- Emergency and near-me searches bring the fastest calls. Put them on service pages, your Google profile and your ads.
- Cost searches come from people planning a job. Answer them honestly on a cost guide that leads to a quote.
- How-to searches rarely call today, but they build trust and get you cited in Google's AI answers.
- Swap [town] for the towns you actually serve, and check volumes for your own area before you plan around them.
Emergency keywords
These are the searches people make when something is broken right now. They usually come from a phone, often late or on a weekend, and the searcher calls one of the first businesses they see.
- emergency roof repair
- roof leak repair
- storm damage roof repair
- emergency roof tarp
- roof leaking during rain
- wind damage roof repair
- hail damage roof inspection
Where to use them: Google Ads with call assets, Local Services Ads, your Google Business Profile services and an emergency service page with a tap-to-call button on every screen.
Service keywords
These name a specific job. The searcher knows what they need and is comparing companies. Each main service deserves its own page, because one page that lists everything rarely ranks for any of them.
- roof replacement
- roof repair
- roof inspection
- metal roof installation
- shingle roof replacement
- flat roof repair
- gutter installation
- skylight repair
- roof coating
- commercial roofing
Where to use them: one service page per main job, the services list on your Google profile, and separate ad groups so each ad matches the search.
Cost keywords
People searching for prices are planning a bigger job and want to know what to expect before they call. Honest ranges, what changes the price and an easy way to get a real quote turn these visitors into estimates.
- roof replacement cost
- new roof cost
- metal roof cost
- roof repair cost
- cost to replace shingles
- flat roof replacement cost
- roof inspection cost
Where to use them: a cost guide page per major job, linked from the matching service page, with a clear quote request. Label any example prices as examples.
Near me and town keywords
Local searches are mostly won on Google Maps, but town pages and your website still matter. Replace [town] with the towns you actually serve, and give each important town its own page with real local jobs and reviews.
- roofer near me
- roofing company near me
- roofing contractor [town]
- roof repair [town]
- roof replacement [town]
- best roofer in [town]
Where to use them: your Google Business Profile, town pages on your site, and location targeting in your ads. See our Google Maps ranking guide.
How-to and question keywords
These come from homeowners trying to understand a problem. Few of them call today, but clear answers build trust, bring visitors back when the problem gets worse, and are the kind of content Google's AI answers and ChatGPT quote.
- how long does a roof last
- signs you need a new roof
- metal roof vs shingles
- does insurance cover roof replacement
- how to find a roof leak
- can you put a new roof over old shingles
Where to use them: FAQ sections on service pages, short guides, and answers in your Google profile Q&A. Keep answers honest, including when the right answer is to call a pro.
Negative keywords for Google Ads
Some searches look related but never become customers. Adding them as negative keywords stops you paying for those clicks. Review your search terms report every few weeks and add more as you find them.
- jobs
- salary
- diy
- materials
- shingles for sale
- home depot
- roofing nails
- free
How to turn this list into calls
Start with the groups closest to the phone: emergency, service and near me. Make sure each has a page, a place in your Google profile and, if you run ads, its own ad group. Then add cost guides for your biggest jobs and answers to the questions you hear on every call. More keyword lists: HVAC, plumbing, garage door, locksmith.
Storm seasons bring bursts of leak and damage searches, while replacement projects peak in good weather, so plan storm pages and budgets ahead of the storms, not after.
Want this done for you? See our roofing marketing page or ask for a free site check.