For roofers and other exterior home service professionals, the landscape of marketing continues to change yearly. The days of relying solely on door hangers, truck wraps, and even traditional pay-per-click (PPC) campaigns are fading, and the industry is starting to fully embrace the realm of digital marketing.
One powerful tool in a roofer’s digital marketing toolbelt is Google Local Services Ads (LSAs). Unlike traditional Google Ads, this form of advertising campaign charges based on the number of leads generated rather than the number of times the ad is clicked, making LSAs a great way for roofers and other services to create high-ROI campaigns.
In this complete guide to Google Local Services Ads for roofers, we’ll cover everything you need to know about how these ads work, why they’re beneficial to roofers, and the best practices you can use to make LSAs work for your business.
What Are Google Local Services Ads (LSAs)?
Local Services Ads are a type of paid search ad designed specifically for local service providers, including roofers, HVAC techs, electricians, and more. When a homeowner types in a query like “roof repair near me” or “emergency roofer,” LSAs show up above traditional Google Ads and the map pack.
Each ad includes:
- The business name
- Google review rating
- Service area
- Operating hours
- A “Google Guaranteed” or “Google Screened” badge
- A click-to-call feature or contact form
Like we mentioned earlier, LSAs charge businesses based on the number of leads that the ad generates, not the number of clicks. This is perhaps the most important distinction between LSA and traditional Google Ads, but there are others you need to be aware of as well. For one, LSAs have strict eligibility requirements. While anyone with enough funds in their account can create a traditional PPC campaign, creating LSAs requires you to have the proper licenses for your service business and requires you to undergo background checks completed by Google. If you pass these checks, your ad will appear alongside a “Google Guaranteed” or “Google Screened” badge. To rank LSAs and decide how they’re displayed, Google uses a combination of factors. This includes factors like proximity, number of reviews, and how responsive the business is to online queries.
Speaking of responsiveness to queries, the built-in contact form that LSAs feature is a game-changer for businesses like roofers. It allows the ad itself to convert users into leads without requiring any extra steps.
Why LSAs Matter for Roofers in 2025
Google Local Services Ads for roofers can offer a range of benefits, especially at a time when local competition is growing more and more fierce for many of these businesses. If you’re looking for ways to beef up your roofing company’s marketing arsenal, here are some of the top reasons why LSAs are worth leveraging:
1. High-Intent Leads with Less Wasted Spend
Since LSAs operate on a pay-per-lead model, roofers only pay when someone actually reaches out. Compare that to traditional Google Ads, where you pay for every click, many of which might be tire-kickers or accidental.
If someone takes the time to fill out a form and contact you, though, there’s a good chance they have a high intent to purchase. This leads to higher ROI from ad campaigns, especially when every qualified lead could translate into thousands of dollars in revenue.
2. Trust Is the New Currency
LSAs feature a Google Guaranteed badge that builds instant trust with homeowners. To earn that badge, your business must pass background checks and prove licensing and insurance. In an industry where trust is everything (especially after storms, when scammers are known to strike), this badge can be the deciding factor between winning or losing a job.
3. Increased Mobile Visibility
One noteworthy trend in digital advertising is the fact that the majority of local searches now come from mobile devices. LSAs are a great tool for capitalizing on this trend since they tend to be displayed prominently to mobile users. On smartphones, LSAs dominate the top of the screen, often appearing before map results, organic listings, or even paid search ads.
For roofers, this visibility boost means more impressions and higher conversion potential—especially in urgent situations like leaks or hail damage.
Trends in Google LSAs for Roofers in 2025
As Google’s algorithm and consumer behavior continue to evolve, LSAs are adapting. Here are the key trends shaping LSAs for roofing contractors in 2025:
1. AI-Powered Lead Filtering and Qualification
Google has begun rolling out AI features that better match homeowners to the right local pros based on urgency, service type, and reviews. That means roofing businesses with highly rated emergency services are more likely to win urgent leads, while those specializing in large-scale installs are better positioned for scheduled appointments.
This shift toward smarter matching makes it even more important to keep your LSA profile detailed and your review strategy strong.
2. Voice Search Compatibility
LSAs are now being integrated with Google Assistant and voice-enabled devices. That means when someone says, “Hey Google, find me a roofer nearby,” LSAs are often the first results served.
For roofers, optimizing for voice means making sure your LSA profile includes key phrases like:
- Emergency roof repair
- Roof leak detection
- Shingle replacement
- Storm damage repair
By thinking about the types of phrases your customers tend to say when using voice search, you can ensure that your LSAs are optimized for this growing method of finding local services.
3. Customer Reviews Drive Rankings More Than Ever
LSAs prioritize businesses with high ratings and recent reviews. In 2025, Google has tightened its ranking algorithm to weigh:
- Review recency
- Review volume
- Average star rating
- Review response rate
This makes proactive reputation management critical. Asking every satisfied customer to leave a review (and responding to each one) is no longer optional; it’s the key to staying visible.
4. Expansion of Services and Multi-Location Listings
LSAs now allow roofing companies to list multiple services—like windows, siding, and gutters—within the same profile. Businesses operating across multiple zip codes or cities can also manage multiple listings under one account.
This is great news for full-service exterior remodelers or roofers with satellite offices.
How to Succeed with Google LSAs as a Roofer
To get the most out of your LSAs, you’ll need more than just a profile. Success comes down to three pillars:
1. Optimize Your LSA Profile
Make sure your LSA profile includes:
- A complete business description with keywords
- Up-to-date business hours (especially for emergency services)
- Accurate service area coverage
- All relevant service categories checked (roof repair, roof replacement, gutter install, etc.)
You should also include high-quality photos of your work and logos to give your ad visual appeal.
2. Focus on Fast, Professional Response Times
Google monitors how quickly you respond to inquiries. If you take too long, your ranking can suffer. Using tools like call tracking, auto-replies, or dedicated customer service reps can help you stay on top of leads in real time, especially during storms or busy seasons.
3. Make Reviews a Core Part of Your Strategy
It’s not enough to do great work; if you want to make your LSA appealing to potential customers, you need to showcase it. After every job, make it easy for customers to leave a review. You can:
- Send a follow-up email with your LSA review link
- Text them a direct link right after completing the job
- Use review-request tools through platforms like Surefire Local
Don’t forget to respond to all reviews, even the positive ones. Google favors businesses that engage with their customers, and it shows future leads that you care.
Streamline Your Advertising Efforts With an All-in-One Marketing Platform
LSAs can offer some serious advantages when it comes to advertising strategies for roofers, but optimizing your use of them requires a strategic approach. One of the best ways to manage LSA campaigns and all of your marketing efforts in a way that’s streamlined and data-driven is to use an all-in-one marketing platform such as Surefire Local.
With Surefire Local, roofers can manage all of their advertising campaigns, customer reviews, and lead-nurturing workflows from one convenient platform. Surefire Local also allows you to dive deep into your data to find insights on what methods and messaging are working best so that you can optimize your use of LSAs and your marketing strategy as a whole.
Want to see for yourself how Surefire Local allows roofers to level up their marketing strategy? Be sure to sign up for a free demo today!