Free tool · Google Keyword Planner data · United States · Oct 2025–Sep 2026
Roofing Google Ads keywords: 78 searches, what advertisers pay, and which to block
Which roofing keywords are worth bidding on in Google Ads?
Bid on searches where the homeowner asks for a roofer, a price or an urgent fix. Block searches for materials, how-to help and jobs. Google's own bid data draws the line: in Keyword Planner's US figures for October 2025 to September 2026, every Bid term with a reported bid range reaches at least $35.02 at the high end, and no DIY, supply or job search gets above $12.31.
Use this list to build a roofing PPC campaign or to clean up one that's already running. All 78 keywords are below with monthly US searches, the top-of-page bid range and a verdict: bid, careful or block.
Already running Google Ads? Check your own search terms against this list →
Download all 78 keywords (CSV)
Roofing PPC keywords by intent: the short version
| Intent group | Keywords | Top-of-page bid range | Verdict |
|---|---|---|---|
| Quote and estimate | 4 | $8.72–$156.51 | Bid |
| Emergency and leak | 10 | $11.24–$85.00 | Bid (2 careful) |
| Roof replacement | 8 | $6.33–$88.49 | Bid (2 careful) |
| Storm, hail and insurance | 8 | $4.64–$71.54 | Bid (3 careful) |
| "Near me" and company | 8 | $7.73–$85.11 | Bid (1 careful) |
| Repair and inspection | 12 | $4.71–$87.24 | Bid or careful |
| Roof cost | 6 | $2.99–$23.62 | Careful |
| Metal, flat and commercial | 8 | $2.52–$100.00 | Careful or block |
| DIY, supply and jobs | 14 | $0.18–$12.31 | Block |
Bid range runs from the lowest low-range bid to the highest high-range bid in each group.
What the bid data shows
- The most expensive clicks are people asking for a price. "Roofing quote" has the highest bid range in the list ($37.11–$156.51) and "free roof estimate" the second ($25.55–$118.20).
- Add "cost" and the bid drops by two thirds. "Roof replacement cost" ($4.72–$23.06) runs at about a third of "roof replacement" ($14.41–$70.74). The same holds for "new roof cost" against "new roof" and for "roof repair cost" against "roof repair".
- Storm searches have the least advertiser competition. The four Bid terms with the lowest competition index are all storm damage searches, at 1 to 4 out of 100.
- Advertisers have already priced out the non-buyers. No DIY, supply or job search has a bid range above $12.31. Every Bid term with a reported range reaches at least $35.02.
Check your own search terms
Paste the search terms from your Google Ads account, or choose the report file. Every term gets a verdict against the list below: bid, careful or block.
It runs in your browser. Nothing you paste is uploaded or stored.
Where to find them: in Google Ads, open Campaigns, then Insights and reports, then Search terms, and download the report as .csv.
How the checker decides
- An exact match to one of the 78 keywords gets that keyword's verdict.
- A term containing one of the 17 negative keywords is a Block.
- A term naming commercial or TPO work is a Block. Metal, flat, tile or slate is a Careful.
- A term asking about cost or price is a Careful.
- Otherwise, a term that contains the words of one of the 78 keywords gets that keyword's verdict.
- Anything else is marked "Not on our list". The checker doesn't guess.
Plurals are treated as the same word. Verdicts are by wording, so read each one before you act on it.
Roofing quote and estimate keywords
Searches that ask for a price are the most valuable clicks in roofing. All four are worth bidding on, and they are also the most expensive.
| Keyword | Monthly searches (US) | Top-of-page bid | Competition | Verdict | Why |
|---|---|---|---|---|---|
| roofing quote | 1K–10K | $37.11–$156.51 | High (76) | Bid | Asking a roofer for a price. The highest bid in this list. |
| free roof estimate | 1K–10K | $25.55–$118.20 | High (73) | Bid | Wants a number and expects not to pay for it. Second-highest bid in this list. |
| roof estimate | 1K–10K | $18.72–$94.21 | High (70) | Bid | Asking for a price on roof work. |
| roof replacement estimate | 100–1K | $8.72–$45.03 | Low (13) | Bid | Pricing a full replacement. Low volume, clear intent. |
After the click, a WonFlo quote funnel on your own domain shows the homeowner an instant estimate built from real roof measurements: run any address to see it.
Emergency roof repair keywords
Emergency and leak searches come from people with damage right now. Eight of the ten are worth bidding on.
| Keyword | Monthly searches (US) | Top-of-page bid | Competition | Verdict | Why |
|---|---|---|---|---|---|
| emergency roof repair | 1K–10K | $17.33–$81.89 | Low (17) | Bid | Active damage and needs someone now. |
| emergency roof repair near me | 1K–10K | $17.22–$79.99 | Low (7) | Bid | Same urgency, with a local signal. |
| emergency roofer | 1K–10K | $20.10–$85.00 | Medium (48) | Bid | Looking for a person, not information. |
| 24 hour roof repair | 100–1K | $18.16–$84.48 | Medium (62) | Bid | Urgent. Worth it only if someone answers the phone after hours. |
| same day roof repair | 100–1K | $12.40–$81.71 | Low (5) | Bid | Wants it fixed today. Low advertiser competition. |
| roof leak repair | 10K–100K | $11.24–$59.36 | Medium (40) | Bid | Has a leak and wants it repaired. |
| roof leak repair near me | 1K–10K | $13.30–$74.02 | Medium (35) | Bid | Has a leak and wants someone local. |
| roof leaking | 1K–10K | $12.27–$57.71 | Medium (43) | Careful | Describes the problem, not the hire. Some want to diagnose or patch it themselves. |
| emergency roof tarp | 100–1K | $12.19–$55.86 | High (91) | Careful | Could be a homeowner buying a tarp. The service term below is cleaner. |
| roof tarping service | 100–1K | $11.74–$63.00 | High (78) | Bid | "Service" means they want someone to come and do it. |
Roof replacement keywords
Replacement searches are the high-ticket terms. Six of the eight are clear hiring searches.
| Keyword | Monthly searches (US) | Top-of-page bid | Competition | Verdict | Why |
|---|---|---|---|---|---|
| roof replacement | 10K–100K | $14.41–$70.74 | Low (14) | Bid | The core replacement search. |
| roof replacement near me | 10K–100K | $17.76–$88.49 | Low (8) | Bid | Replacement with a local signal. Higher bids than the plain term. |
| roof replacement companies | 1K–10K | $15.00–$56.89 | Low (7) | Bid | Comparing companies for a replacement. |
| new roof | 1K–10K | $12.41–$57.62 | Low (21) | Bid | Short and broad, but it means replacement. |
| roof installation | 10K–100K | $10.39–$57.08 | Low (6) | Bid | Wants a roof put on. Includes new construction. |
| shingle roof replacement | 1K–10K | $6.33–$37.96 | Low (16) | Bid | Replacement with the material already chosen. |
| reroof | 1K–10K | $8.26–$35.62 | Low (17) | Careful | Trade wording. Homeowners, roofers and DIYers all use it. |
| roof replacement financing | 1K–10K | $11.83–$56.22 | Medium (66) | Careful | Only if you offer financing. Wants to replace and is working out how to pay. |
Storm damage, hail and insurance keywords
Storm and insurance searches carry real intent and very little advertiser competition. Five of the eight are worth bidding on.
| Keyword | Monthly searches (US) | Top-of-page bid | Competition | Verdict | Why |
|---|---|---|---|---|---|
| hail damage roof repair | 1K–10K | $13.40–$71.54 | Low (4) | Bid | Storm damage and looking for a repair. Very low advertiser competition. |
| hail damage roof inspection | 1K–10K | $8.33–$60.00 | Low (4) | Bid | Asking a roofer to look at hail damage. |
| storm damage roof repair | 1K–10K | $10.88–$54.45 | Low (2) | Bid | Storm damage and looking for a repair. Very low advertiser competition. |
| wind damage roof repair | 100–1K | No bid data | Low (1) | Bid | Same intent as storm damage. Google reports no bid range for it. |
| insurance roof replacement | 1K–10K | $7.52–$35.02 | Low (5) | Bid | Expects insurance to pay for a replacement. |
| roof damage from storm | 1K–10K | $9.78–$50.00 | Low (14) | Careful | Describing the damage, often before deciding what to do about it. |
| roof inspection for insurance | 1K–10K | $10.62–$48.14 | Medium (34) | Careful | Some need paperwork for their insurer, not a repair. |
| roof insurance claim | 100–1K | $4.64–$28.17 | Low (15) | Careful | Researching how claims work, not looking for a roofer yet. |
With WonFlo, public hail and wind history is checked at the exact address, so the storm-damage angle is on the lead's dossier from the start.
"Near me" and roofing company keywords
These are the largest searches in roofing. "Roofer near me" and "roofing company near me" each get 100K–1M US searches a month.
| Keyword | Monthly searches (US) | Top-of-page bid | Competition | Verdict | Why |
|---|---|---|---|---|---|
| roofer near me | 100K–1M | $13.79–$75.00 | Medium (52) | Bid | Wants a local roofer. One of the two largest searches in this list. |
| roofing company near me | 100K–1M | $15.55–$85.11 | Medium (61) | Bid | Wants a local company. The other largest search in this list. |
| roofing contractor near me | 10K–100K | $13.29–$75.00 | Low (9) | Bid | Same intent, much lower advertiser competition. |
| roofing companies | 10K–100K | $15.24–$82.50 | Medium (48) | Bid | Looking for companies to call. |
| roofing contractors | 10K–100K | $7.92–$50.00 | Low (25) | Bid | Generic search for a contractor, without the "near me". |
| local roofers | 1K–10K | $16.05–$71.07 | High (67) | Bid | Wants someone nearby. |
| licensed roofer | 1K–10K | $13.13–$59.22 | Medium (45) | Bid | Screening for a qualified contractor before calling. |
| best roofing company | 1K–10K | $7.73–$51.04 | Medium (50) | Careful | Comparing companies and reading reviews. Lower bids than the "near me" terms. |
Roof repair and inspection keywords
Repair searches are split. Named repairs are worth bidding on; inspections and specialty roofs depend on the work you take.
| Keyword | Monthly searches (US) | Top-of-page bid | Competition | Verdict | Why |
|---|---|---|---|---|---|
| roof repair | 10K–100K | $14.50–$71.95 | Low (10) | Bid | The core repair search. |
| roof repair near me | 10K–100K | $14.59–$69.26 | Low (29) | Bid | Repair with a local signal. |
| shingle repair | 1K–10K | $7.40–$49.21 | Low (23) | Bid | A specific repair job. |
| missing shingles repair | 100–1K | $6.47–$40.00 | Low (33) | Bid | Visible damage and wants it fixed. |
| roof flashing repair | 1K–10K | $8.21–$46.38 | Medium (46) | Bid | A specific repair job. |
| free roof inspection | 1K–10K | $17.49–$87.24 | Low (28) | Bid | Looking for the offer most roofers lead with. |
| roof inspection | 10K–100K | $14.00–$74.62 | Low (27) | Careful | Mixed. Home buyers, insurers and worried homeowners all search it. |
| roof inspection near me | 10K–100K | $16.54–$80.00 | Low (29) | Careful | The same mix, with a local signal. Bid if inspections turn into work for you. |
| skylight leak repair | 100–1K | $4.71–$37.15 | Medium (56) | Careful | Small job, and some want a skylight installer. |
| flat roof repair | 1K–10K | $8.88–$55.00 | Low (33) | Careful | Only if you work on flat roofs. |
| tile roof repair | 1K–10K | $8.72–$60.00 | Medium (49) | Careful | Only if you work on tile. |
| slate roof repair | 1K–10K | $8.41–$55.83 | High (71) | Careful | Only if you work on slate. |
Roof cost keywords: buyers and tire-kickers in the same search
Cost searches are where buyers and tire-kickers look identical. All six get a Careful: the click is cheap, and the keyword can't tell you who is serious.
| Keyword | Monthly searches (US) | Top-of-page bid | Competition | Verdict | Why |
|---|---|---|---|---|---|
| roof replacement cost | 10K–100K | $4.72–$23.06 | Medium (51) | Careful | Pricing research. Buyers and tire-kickers search this the same way. |
| new roof cost | 1K–10K | $3.86–$18.48 | Medium (57) | Careful | Pricing research for a replacement. |
| how much does a new roof cost | 1K–10K | $3.39–$13.10 | Medium (64) | Careful | The same question in full. |
| roof repair cost | 1K–10K | $4.91–$23.62 | Medium (49) | Careful | Pricing research for a repair. |
| roof cost calculator | 1K–10K | $3.66–$15.95 | Medium (63) | Careful | Wants a number without a phone call. |
| metal roof cost | 10K–100K | $2.99–$13.89 | High (84) | Careful | Only if you install metal. Otherwise block it. |
The same search brings buyers and tire-kickers, so the sorting happens after the click: the homeowner answers a few questions, and every lead arrives scored, with the reasons.
Metal, flat and commercial roofing keywords
These depend on the work you take. Bid on the roof types you install and block the rest.
| Keyword | Monthly searches (US) | Top-of-page bid | Competition | Verdict | Why |
|---|---|---|---|---|---|
| metal roofing | 10K–100K | $3.42–$17.44 | High (98) | Careful | Mostly material shopping. Bid only if you install metal, with the negative list on. |
| metal roof installation | 10K–100K | $5.23–$32.97 | Low (30) | Careful | Only if you install metal. |
| metal roofing contractors | 1K–10K | $11.27–$57.33 | Low (21) | Careful | Only if you install metal. The clearest hiring term of the three. |
| flat roof replacement | 1K–10K | $7.96–$46.88 | Low (17) | Careful | Only if you do flat roofs. |
| tpo roofing | 10K–100K | $2.52–$22.00 | Medium (64) | Block | A commercial membrane. Block unless you do commercial work. |
| commercial roofing | 10K–100K | $13.69–$85.00 | Low (20) | Block | Block unless you do commercial work. |
| commercial roofing contractors | 1K–10K | $20.70–$100.00 | Low (31) | Block | Block unless you do commercial work. |
| commercial roof repair | 1K–10K | $22.00–$100.00 | Low (17) | Block | Block unless you do commercial work. |
Roofing negative keywords list
Negative keywords stop your ads from showing on searches that will never become a roofing job. These 14 searches are the ones to block, and the list under the table turns them into 17 negative keywords you can paste into Google Ads.
| Keyword | Monthly searches (US) | Top-of-page bid | Competition | Verdict | Why |
|---|---|---|---|---|---|
| diy roof repair | 100–1K | $1.43–$12.31 | High (90) | Block | Doing it themselves. |
| how to repair a roof | 100–1K | $3.27–$11.31 | Medium (39) | Block | Looking for instructions, not a roofer. |
| how to tarp a roof | 100–1K | $0.18–$9.90 | Medium (35) | Block | Looking for instructions, not a roofer. |
| how long does a roof last | 10K–100K | $2.24–$9.18 | Low (8) | Block | A research question. Answer it with a page on your site instead of paying per click. |
| roof pitch calculator | 10K–100K | $0.43–$5.69 | Low (6) | Block | A measuring tool for DIYers and the trades. |
| roofing materials | 10K–100K | $1.12–$7.00 | High (97) | Block | Shopping for materials. |
| cheapest roofing material | 100–1K | $2.27–$9.82 | High (100) | Block | Material research on a budget. |
| roofing shingles for sale | 1K–10K | $0.86–$7.64 | High (100) | Block | Buying shingles, not a roof. |
| roofing supply near me | 10K–100K | $2.03–$9.93 | High (83) | Block | Looking for a supply house. Often another roofer. |
| roofing nails | 10K–100K | $0.24–$1.40 | High (97) | Block | Shopping for a product. |
| roof sealant | 1K–10K | $0.34–$9.18 | High (100) | Block | Shopping for a product. |
| roofing jobs | 1K–10K | $0.23–$6.04 | Low (15) | Block | Looking for work. |
| roofing jobs near me | 1K–10K | $0.19–$4.66 | Low (23) | Block | Looking for work. |
| roofer salary | 1K–10K | No bid data | Low (1) | Block | Career research. |
Copy-ready negative keywords
diy"how to""how long""pitch calculator"materialmaterials"for sale"supplysuppliesnailnailssealantsealantsjobjobssalarysalaries
Words in quotes are phrase match. The rest are broad match. Google does not match negative keywords to plurals or other close variants, so singular and plural forms are listed separately. About negative keywords, Google Ads Help
Add these only for work you don't take: commercial, tpo, metal, flat, tile, slate.
commercialtpometalflattileslate
This is a starter list, built from the 14 searches above. Your own search terms report will show you more. Get negative keyword ideas using the search terms report, Google Ads Help
How much do roofing keywords cost per click?
Keyword Planner does not report cost per click. It reports the range advertisers have paid to appear at the top of the page. For the 35 Bid terms with a reported range, the low end runs from $6.33 to $37.11 and the high end from $35.02 to $156.51 (United States, October 2025 to September 2026). What you pay depends on your market and your account.
What are the best keywords for a roofing company?
The best roofing keywords are the 36 marked Bid: searches that ask for a roofer, a price or an urgent repair. The two largest are "roofer near me" and "roofing company near me", at 100K–1M US searches a month each. The least contested are the storm damage terms.
Can I use this list for roofing SEO keywords?
Yes. The search volumes are the same whether you pay for the click or rank for it. The Block terms are where SEO and ads differ: "how long does a roof last" is not worth paying for, but it gets 10K–100K US searches a month, and a page that answers it can rank.
How this list was built
- Source: Google Keyword Planner, United States, English, Google search only, October 1, 2025 to September 30, 2026. Pulled November 5, 2026.
- Monthly searches are the ranges Keyword Planner reports, not exact counts, and they are national. Your service area is a fraction of them.
- Bid range is Keyword Planner's top-of-page bid, low and high. It is what advertisers have paid, not what you will pay, and not a cost per click.
- Competition is Google's label and its 0 to 100 index of how competitive ad placement is for the term.
- Verdicts are WonFlo's judgment, based on what the search wording says and what advertisers pay. They are not based on which searches became signed jobs.
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