Key Takeaways
- Send Google Ads traffic to a landing page - not your general Web page - landing pages should be focused, distraction-free, and focused on one service or offer.
- Follow a proven structure - strong header, benefits, clear CTA / form, trust signals (reviews, accreditations), project visuals, process explanation and final contact section.
- Use simple or multi-step forms - multi-step can increase engagement, but a straightforward form works well for the first time.
- CRO won't bring down your CPC, but it will make every click count - better conversion rates mean more leads from the same ad spend.
- Show credibility and make contact easy- trust elements and an easy-to-use form are essential for converting clicks into paying customers.
If you're a roofer running Google Ads and having trouble turning clicks into leads, you're not alone. So many roofing companies have the same problem: They're spending their money on expensive Google Ads and the ROI isn't there.
At Max Conversion, we help contractors like you turn paid traffic into real, profitable customers - and it all starts with the right landing page.
Here's how a high-converting roofing landing page looks like and how to increase your campaign performance and ROI.
Table of Contents
Why Roofers Need a Landing Page (Not Just a Website)
Key Elements of a High-Converting Roofing Landing Page
- Header Section (Above the Fold)
- Bullet-Pointed Benefits Section
- Call-to-Action (CTA) and Lead Capture Form
- Accreditations and Reviews
- Visual Proof and Project Showcase
- The Roofing Process Explained
- Final Contact Form and Location Confirmation
Multi-Step vs. Simple Forms: Which Is Better?
What to Expect: Leads, Costs, and Results
Final Thoughts: Optimize Your Roofing Ads for Results
Why Roofers Need a Landing Page (Not Just a Website)
A common mistake roofing companies make is sending paid traffic to a general site. Unlike landing pages, websites often have multiple links and distractions that divert visitors away from your primary goal: getting them to contact you.
Why landing pages perform better than traditional websites for Google Ads:
- Focused and free of distractions.
- Tailored to specific services/offers.
- Built with one simple call-to-action (CTA)
- Streamlined for mobile responsiveness.
Pro tip: A landing page designed well will 10 times outperform a general website if set up properly.
Key Elements of a High-Converting Roofing Landing Page
Let's run through what your roofing landing page must contain to convert well.
1. Header Section (Above the Fold)
It is what users see - and oftentimes will be the very first thing they see. Heatmap data shows 40-60% of visitors will not scroll past the top section so it needs to make an instant impression.
Include the following:
- Your service area or town (for example, "St. Louis, Missouri").
- Prominent phone number with click-to-call capabilities.
- Strong headline like "Premier Residential and Commercial Roofing in Michigan."
- Trust signals, like industry certifications or affiliations.
- Visible reviews - even if it's just one 5-star testimonial.
2. Bullet-Pointed Benefits Section
Make visitors work to understand why they should trust you - lay it out in four bullet points - not make them do it. Highlight key differentiators such as:
- 25 + years of experience.
- In-house contractors (not subcontractors).
- 10-year roof warranty.
- Fully insured and licensed.
- These short value props reinforce credibility and build trust.
3. Call-to-Action (CTA) and Lead Capture Form
You need a simple CTA button that opens a form that you can easily complete. Whether it's a popup or embedded on the page, your form should collect simple info:
- Name
- Phone number.
- Type of roofing service (e.g., replacement, hail damage, commercial):
Bonus tip: Automate a follow-up SMS and email after form submission to boost your contact rate.
4. Accreditations and Reviews
Build your credibility with:
- Roofing certifications or product affiliations.
- Reviews on Google or Yelp.
- Memberships in professional organizations (National Roofing Contractors Association), for example.
- Even if visitors don't recognize the certifications, they build trust.
5. Visual Proof and Project Showcase
Scrolling further down, include:
- A slideshow or gallery of completed roofing projects.
- Photos of your crew in action.
- Descriptions of shingle types and materials used.
- Visual proof proves to potential clients that you do quality work.
6. The Roofing Process Explained
Many homeowners do not understand what they should expect of a roofing project. Include a step-by-step breakdown of your process to decipher the experience and reduce hesitation.
7. Final Contact Form and Location Confirmation
Bring back your easy contact form at the bottom of your landing page and repeat:
- The geographic areas you serve.
- A final CTA to owners to call or submit info.
Multi-Step vs. Simple Forms: Which Is Better?
Both can work. Multi-step forms that start with easy questions and end with contact info may increase engagement. But for a start, a straightforward form is usually sufficient.
What to Expect: Leads, Costs, and Results
Although conversion rate optimization (CRO) dramatically improves performance, Google Ads results still depend on you:
- Search term targeting.
- Negative keyword use.
- You pay cost-per-click (CPC) in your location.
A well-optimized landing page can not lower your CPC, but it can make every click count.
Final Thoughts: Optimize Your Roofing Ads for Results
In case you're running Google Ads for your roofing business, you need a killer landing page. Get the structure right, show off your credibility and make it easy for customers to contact you.
At Max Conversion, we build custom landing pages that convert - and we manage end-to-end Google Ads campaigns for roofers across the nation.
Need help?
Contact us for a free landing page or Google Ads consultation.
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