How to Audit Google Ads for Roofing Companies

Audit Google Ads for a roofing company by tracing roof type, service, location, storm or weather context, urgency, inspection, repair or replacement need, call or form path, estimate, approved project, installation, payment, and margin. Separate emergency tarping, leak repair, inspection, maintenance, replacement, solar or specialty roofing, insurance-related inquiries, and commercial work.

Set the audit period, service area, cities or postal regions, weather events, crews, materials, campaigns, pages, phone numbers, CRM, and conversion definitions. Preserve settings, search terms, call records, form submissions, landing captures, CRM stages, project outcomes, revenue, and costs. Use Google Ads Help and Google Ads policy guidance for platform questions.

Define the roofing audit question

State whether the audit asks about qualified storm demand, geographic waste, missed calls, inspection quality, replacement lead quality, project booking, or contribution margin. Separate emergency, repair, inspection, replacement, maintenance, commercial, and specialty work when response time, materials, capacity, and economics differ.

Document call, form, inspection, appointment, dispatch, estimate, insurance-related inquiry, approved scope, contract, installation, completion, invoice, payment, warranty, cancellation, and invalid-lead definitions. Mark profitability unknown when labor, materials, travel, disposal, warranty, or callback data is missing.

Audit service areas, storms, and campaign settings

Map campaigns, roofing services, roof types, locations, hours, devices, networks, languages, audiences, budgets, bidding, call assets, location assets, and pages. Compare advertised service area with actual inspection and dispatch coverage, travel limits, licensing or registration boundaries where relevant, storm response, holiday coverage, crew capacity, and material availability.

Check location options, excluded regions, radius assumptions, city or postal targeting, and weather or storm messaging. Review search terms for areas outside coverage, DIY, employment, suppliers, inspectors, support, insurance information, and people seeking a different trade. Note hail, wind, heavy rain, wildfire, seasonal maintenance, construction cycles, material shortages, promotions, staffing, and emergency capacity.

Keep change history for location, budget, bids, ads, roof-type pages, phone numbers, forms, conversions, and exclusions.

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, solar or specialty roofing, and commercial work. Record query, roof or service, location, urgency, page, call or form, inspection outcome, project outcome, and owner.

Look for an insurance or storm page promising a result the company cannot control, a replacement query sent to a small-repair page, a commercial inquiry routed to residential capacity, or an inspection counted as a completed job. Do not imply that a claim will be approved or that a roof is damaged without an inspection record.

For returning visitors, distinguish service-page visitors, storm guides, inspection visitors, quote visitors, call and form starters, prior customers, warranty contacts, and canceled appointments. Review audience windows, exclusions, consent, frequency controls where applicable, and message fit. Use Google Ads remarketing best practices for related checks.

Check calls, forms, and landing pages

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

Common findings include:

• a storm ad reaches an unanswered line after a weather event;
• a page promises same-day inspection outside actual capacity;
• an insurance-related page implies approval, coverage, or guaranteed payment;
• a call conversion fires on a supplier, wrong-number, short hang-up, or warranty call; and
• a form loses address, roof type, urgency, or campaign data before CRM entry.

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.

Verify inspections, estimates, 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 lead or call 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 a call from a qualified lead, inspection from approved work, estimate from contract, and installation from paid revenue. Review call-duration rules, missed calls, after-hours, imports, attribution windows, time zones, consent, and currency.

Test consent granted, denied, changed, and withdrawn. Do not copy call recordings, addresses, claim documents, or customer notes into a general audit file.

Compare lead value with roofing economics

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.

Look for high storm lead volume beyond crew capacity, inspections that do not become approved work, replacement projects with weak margin after material changes, long travel, claim-related support, and callbacks or warranty cost omitted from revenue. If project stage, materials, or cost data is missing, mark profitability unknown.

Prioritize corrections and tests

Write each finding as observed behavior, expected behavior, evidence, scope, impact, owner, action, and proof condition. Prioritize:

1. missing, duplicate, consent-invalid, or incorrectly valued calls, forms, and imports;
2. service-area, storm, hours, roof-type, inspection, phone, form, page, policy, or routing mismatches;
3. CRM stage, inspection, estimate, contract, installation, warranty, callback, invoice, and margin gaps;
4. irrelevant, DIY, employment, supplier, support, insurance research, commercial, or unserviceable intent;
5. campaign, budget, audience, query, and bidding decisions; and
6. controlled message, inspection, schedule, offer, or call-routing tests.

Retest the exact query, location, storm message, phone, form, CRM stage, import, page, or campaign after correction. A lead count is not proof that completed roofing revenue is measured correctly.

Roofing audit worksheet

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, materials, labor, callback, warranty, cancellation, consent, claim, and policy evidence. Add date, observed and expected behavior, owner, priority, action, proof condition, retest result, and limitation.

Finish with what is proven, what should be corrected or paused, what can be tested, and what remains unknown. Use best Google Ads audit tools for evidence-collection ideas and keep the conclusion grounded in the roofing company’s actual coverage, storms, crews, inspections, projects, customers, and economics.