Google Ads Audit Checklist for Roofing Companies

Use this Google Ads audit checklist for a roofing company in order: define the decision, validate service areas and storm settings, separate inspection, repair, replacement, and insurance-related intent, test calls and forms, reconcile inspection and project stages, and compare material, labor, callback, and margin evidence.

This is a self-service educational checklist, 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, costs, consent tests, and change history. Consult Google Ads Help and current Google Ads policy guidance.

1. Establish scope and evidence

[ ] Record dates, service area, cities or postal regions, weather events, crews, materials, campaigns, pages, phone numbers, CRM, and conversions.
[ ] State whether the question concerns qualified storm demand, geographic waste, missed calls, inspection quality, replacement quality, booking, or margin.
[ ] List call, form, inspection, appointment, dispatch, estimate, insurance inquiry, scope, contract, installation, completion, invoice, payment, warranty, cancellation, and invalid-lead stages.
[ ] Preserve settings, search terms, calls, forms, captures, changes, CRM and inspection stages, outcomes, revenue, labor, materials, disposal, travel, callbacks, and warranties.
[ ] Assign source, owner, priority, and proof condition to each finding.

Keep a call distinct from inspection, approved scope, contract, installation, paid revenue, warranty, refund, and support. Mark missing evidence unknown.

2. Validate areas, storms, and settings

[ ] Map roofing 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, crews, and materials.
[ ] Check location options, exclusions, radius assumptions, city or postal targeting, and weather or storm messaging.
[ ] Identify out-of-area, DIY, employment, supplier, inspector, support, and insurance-information queries.
[ ] Record changes to locations, budgets, bids, ads, roof pages, phones, forms, conversions, and exclusions.

Preserve the service-area and storm assumptions used in the audit. A post-storm click does not prove a serviceable project.

3. Classify inspection, repair, and replacement intent

[ ] Separate emergency tarp, active leak, storm damage, fallen tree, and unsafe-roof demand from inspection, repair, maintenance, replacement, gutters, ventilation, skylight, specialty, and commercial work.
[ ] Record query, roof or service, location, urgency, page, call or form, inspection outcome, project outcome, and owner.
[ ] Check insurance wording does not promise approval, coverage, or payment the company cannot control.
[ ] Confirm replacement and commercial messages reach appropriate pages and teams.
[ ] Separate inspection from completed or approved work.

Do not count an inspection as a completed job or imply damage without an inspection record.

4. Test calls, forms, and landing pages

[ ] Test mobile and desktop paths during open, closed, and storm-response hours.
[ ] Confirm phone, tracking number, service area, emergency and inspection availability, roof types, materials, licensing or insurance wording, response promise, and form fields.
[ ] Check privacy notice, address, roof type, urgency, photos or attachments, thank-you page, scheduling, and dispatch routing.
[ ] Identify unanswered storm calls, wrong numbers, supplier calls, short hang-ups, warranty calls, duplicate forms, and lost campaign IDs.
[ ] Record URL, campaign, query, device, time, phone or form path, observed behavior, expected behavior, owner, and proof condition.

Keep addresses, photos, claim documents, recordings, and customer notes in approved systems.

5. Test inspection and project stages

[ ] Trace click, call, form, inspection, appointment, dispatch, estimate, scope, insurance inquiry, approval, contract, installation, completion, invoice, payment, warranty, callback, cancellation, and invalid lead.
[ ] Confirm calls and forms fire once with stable lead or call ID, source, campaign, service, location, roof type, value, and stage.
[ ] Reconcile Google Ads with call logs, CRM, scheduling, inspections, 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.
[ ] Review call duration, missed calls, after-hours, imports, attribution windows, time zones, consent, and currency.

Preserve an unexplained stage or record join as a finding.

6. Review project economics

[ ] Capture inspection and dispatch, labor, materials, underlayment, disposal, permits, travel, subcontractors, equipment, financing, warranty, callbacks, supplements, refunds, discounts, and unpaid invoices.
[ ] Compare reported leads and value with contribution margin by storm, repair, inspection, replacement, maintenance, commercial, roof type, material, campaign, area, and customer type.
[ ] Identify storm demand beyond capacity, inspections without approved work, weak material margin, long travel, claim support, and omitted callbacks or warranty cost.
[ ] Check project, insurance, material, warranty, delivery, and payment promises match actual practice.
[ ] Mark profitability unknown when stage, material, or cost evidence is missing.

Lead volume and return on ad spend alone do not prove roofing job profitability.

7. Check consent and offline ownership

[ ] Test calls, forms, and tracking with consent granted, denied, changed, and withdrawn.
[ ] Define owners for lead IDs, CRM stages, inspection records, project records, and offline imports.
[ ] Keep call recordings, addresses, photos, claim documents, and customer details in approved systems.
[ ] Document only behavior required to prove conversion and stage measurement.
[ ] Assign an owner to unresolved consent or import questions.

Do not put customer addresses or claim records in a general audit sheet.

8. Close findings with proof

For each failed checkbox 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, action, proof condition, retest result, and limitation.

Prioritize tracking and consent failures; 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.

Roofing handoff

End with what is proven, what should be corrected or paused, what can be tested, and what remains unknown. This is a repeatable review aid, not an automated adz.so audit or insurance service. For deeper context, see how to audit Google Ads for roofing companies and keep recommendations grounded in the company’s coverage, storms, crews, inspections, projects, customers, and economics.