Free Google Ads Audit for Roofing Companies

A free Google Ads audit for a roofing company should show whether roof type, service, location, storm or weather context, urgency, inspection, repair or replacement path, call or form, estimate, approved project, installation, payment, and margin line up. Separate emergency tarping, leak repair, inspection, maintenance, replacement, specialty roofing, insurance-related inquiries, and commercial work.

This is a self-service educational review, not an automated adz.so audit or an insurance-claim opinion. Gather account exports, search terms, call and form records, landing captures, CRM and inspection stages, project outcomes, revenue, materials, labor, costs, consent tests, and change history. Consult Google Ads Help and current Google Ads policy guidance.

Define the free-audit scope

Record dates, service area, cities or postal regions, weather events, crews, materials, campaigns, pages, phone numbers, CRM, and conversion actions. State whether the question is qualified storm demand, geographic waste, missed calls, inspection quality, replacement lead quality, project booking, or margin. Keep call, form, inspection, appointment, dispatch, estimate, insurance-related inquiry, approved scope, contract, installation, completion, invoice, payment, warranty, cancellation, and invalid lead distinct.

Preserve settings, search terms, calls, forms, landing state, changes, CRM and inspection stages, project outcomes, revenue, labor, materials, disposal, travel, callbacks, and warranty records. Mark missing stage, claim, or cost evidence unknown.

Check service areas and storm settings

Map services, roof types, locations, hours, devices, networks, languages, audiences, budgets, bids, call assets, and pages. Compare advertised area with inspection and dispatch coverage, travel limits, licensing boundaries where relevant, storm response, holiday coverage, crews, and material availability.

Use this quick review:

[ ] Location, service, roof type, and hours match actual coverage.
[ ] Storm and emergency language matches response capacity.
[ ] Phone numbers, forms, pages, and call assets route correctly.
[ ] Out-of-area, DIY, employment, supplier, support, and insurance-research intent is identified.
[ ] Changes to location, budget, phone, form, bid, ad, and conversion are recorded.

Check location options, excluded regions, radius assumptions, city or postal targeting, and weather context. A click after a storm does not prove a serviceable or profitable project.

Separate inspection, repair, and replacement demand

Classify emergency tarp, active leak, storm damage, fallen tree, and unsafe-roof demand separately from inspection, repair, maintenance, replacement, gutters, ventilation, skylight, specialty, and commercial work. Record query, service, location, urgency, page, call or form, inspection outcome, project outcome, and owner.

Look for insurance language promising approval or payment, replacement queries sent to a small-repair page, commercial inquiries routed to residential capacity, or inspections counted as completed jobs. For returning visitors, distinguish storm guides, service pages, inspection visitors, quote visitors, calls, forms, prior customers, warranty contacts, and canceled appointments. See Google Ads remarketing best practices for related checks.

Verify calls, forms, and landing pages

Test ad and page paths on mobile and desktop during open, closed, and storm-response hours. Check phone number, tracking number, service area, emergency and inspection availability, roof types, materials, licensing or insurance wording where applicable, response promise, form fields, privacy notice, scheduling, and dispatch instructions.

Look for an unanswered storm line, same-day promise beyond capacity, insurance implication beyond the company’s control, call conversion from a supplier or wrong number, or form losing address, roof type, urgency, or campaign data. Capture URL, campaign, query, device, time, phone or form path, observed behavior, expected behavior, owner, and proof condition. Keep addresses, images, and claim documents in approved systems.

Test inspections and project stages

Trace click, call, form, inspection, appointment, dispatch, estimate, scope, insurance-related inquiry, approval, contract, installation, completion, invoice, payment, warranty, callback, cancellation, and invalid lead. Confirm calls and forms fire once, use stable IDs, and pass source, campaign, service, location, roof type, value, and stage.

Reconcile Google Ads with call logs, CRM, scheduling, inspection records, estimating, project management, contracts, invoicing, payment, warranty, and approved offline imports. Separate call from qualified lead, inspection from approved work, estimate from contract, and installation from paid revenue. Test consent granted, denied, changed, and withdrawn.

Compare project value with cost

Compare reported leads and value with inspection and dispatch, labor, materials, underlayment, disposal, permits, travel, subcontractors, equipment, financing, warranty, callbacks, supplements, refunds, discounts, and unpaid invoices. Segment storm, repair, inspection, replacement, maintenance, commercial, roof type, material, campaign, service area, and new versus repeat customer.

Flag storm volume beyond crew capacity, inspections that do not become approved work, weak material margin, long travel, claim-related support, and callbacks or warranty cost omitted from revenue. If project stage, material, or cost data is missing, write “profitability unknown.”

Build the free-audit action log

For each finding capture account, campaign, service, roof type, storm or urgency, location, query, device, phone, form, page, lead or call ID, inspection, estimate, scope, contract, installation, invoice, revenue, material, labor, callback, warranty, cancellation, consent, claim, policy reference, impact, owner, priority, correction or test, proof condition, retest date, and limitation.

Prioritize tracking and consent defects; area, storm, hours, roof-type, inspection, phone, form, page, policy, and routing mismatches; CRM stage, inspection, estimate, contract, installation, warranty, callback, invoice, and margin gaps; irrelevant, DIY, employment, supplier, support, insurance research, commercial, or unserviceable intent; then campaign and call-routing tests.

Finish with what is proven, what should be corrected or paused, what can be tested, and what remains unknown. For the longer method, see how to audit Google Ads for roofing companies and keep the conclusion tied to the company’s actual coverage, storms, crews, inspections, projects, customers, and economics.