A click on a roofing Google Ads keyword costs $6.22 on average, 42% less than the $10.82 average across 23 industries and less than HVAC, plumbing or pest control. Repair and gutter searches cost the most, led by "gutter replacement" at $36.45.
Analysis of 136 roofing keywords · Google Ads Keyword Planner, September 2026
Key Findings
- 1.A click on a roofing Google Ads keyword costs $6.22 on average, 42% less than the $10.82 average across 23 industries, placing roofing 16th of the 23.
- 2.Roofing Google Ads clicks cost less than HVAC ($7.64), pest control ($9.69) and plumbing ($16.67) clicks.
- 3.The most expensive roofing Google Ads keyword, "gutter replacement", costs $36.45 per click, followed by "flat roof repair" at $32.58.
- 4.Roofers in Maryland pay 43% more per Google Ads click than the national price for the same keywords, while Illinois roofers pay 25% less.
- 5.A click on a roofing keyword costs $2.86 on Microsoft Ads against $6.56 on Google Ads for the same keywords, 56% less.
Summary
A storm has torn shingles off the roof and water is dripping into the attic. The homeowner searches for roof repair and clicks the first ad. For the roofer who wins that click, the job could be a repair or a full replacement, and the click itself cost around $30.
Cost per click, or CPC, is what an advertiser pays each time someone clicks its ad, whether or not that person books an inspection. It decides how many leads a monthly budget buys. Compared with other home trades, roofing is a cheap place to advertise, which shifts the question for a roofer from what clicks cost to which clicks turn into jobs.
A click on a roofing keyword costs $6.22 on average, 42% below the $10.82 average across 18,477 keywords in 23 industries, and half of roofing keywords cost $3.21 or less. Repair and gutter searches cost five times the average, and Maryland roofers pay 43% more than the national price for the same searches.
What we measured
In September 2026 we collected Google Ads Keyword Planner prices for roofing keywords, each searched at least 2,900 times a month in the US. We kept the 136 keywords that match core roofing terms and have a price above zero. For those we calculated the average, median and spread of cost per click and compared them with 18,477 keywords across 23 industries. We also collected state-level prices for the 25 largest states and Microsoft Ads prices for the 112 keywords priced on both platforms.
Cost per click is Google's estimate of the average price an advertiser pays for one click on an ad shown for that search. The median is the middle keyword: half cost less, half cost more. The volume-weighted average counts each keyword by how often it is searched. Each state is compared with the national price of the same keywords, so its percentage shows how much more or less a local roofer pays for identical searches.
Roofing clicks cost less than other home trades
Roofing sits 16th of 23 industries by average cost per click, below HVAC at $7.64, pest control at $9.69 and plumbing at $16.67. The median roofing keyword costs $3.21, and the middle half cost between $1.04 and $7.97. The most common price band is under $1, holding 31 keywords, 23% of the total, and fewer than one in five roofing keywords, 18%, cost $10 or more.
Source: Suff Digital analysis of 136 roofing keywords · Google Ads Keyword Planner, September 2026
| CPC range | Keywords | Share |
|---|---|---|
| Under $1 | 31 | 23% |
| $1 to $2 | 22 | 16% |
| $2 to $5 | 30 | 22% |
| $5 to $10 | 28 | 21% |
| $10 to $20 | 17 | 12% |
| $20 to $50 | 8 | 5.9% |
Roofing work is often bought after a storm or when a roof reaches the end of its life, not in the middle of the night, so roofing searches lack the round-the-clock urgency that pushes plumbing and HVAC emergency clicks so high. Weighted by how often each keyword is searched, the average is $6.91, and "roofing" itself, the biggest keyword at 165,000 searches a month, costs $18.13.
Gutter and repair searches cost the most
The top of the list is where the paying jobs are. "gutter replacement" costs $36.45 a click, "flat roof repair" $32.58, "shingle roof repair" $31.11 and "roof repair contractor" $30.02. A local roofing company's name, searched 8,100 times a month, also sits near the top at $31.12. The most expensive 10% of roofing keywords cost $17.79 or more.
Source: Suff Digital analysis of 136 roofing keywords · Google Ads Keyword Planner, September 2026
| Keyword | CPC | Monthly searches |
|---|---|---|
| gutter replacement | $36.45 | 9,900 |
| flat roof repair | $32.58 | 4,400 |
| shingle roof repair | $31.11 | 3,600 |
| roof repair contractor | $30.02 | 6,600 |
| gutter contractor | $26.53 | 4,400 |
| installing metal roofing | $23.19 | 18,100 |
| roof installation | $21.72 | 27,100 |
| affordable roofing | $19.87 | 3,600 |
| tpo roofing installation | $18.82 | 4,400 |
These searches name a specific job and ask for someone to do it: a repair, a contractor, an installation. They come from homeowners ready to get a quote, so roofers bid more for them than for general searches about roofing materials or costs.
What this means for roofing contractors
With cheap clicks, the bigger question is lead quality, not cost. Use call tracking and a form that asks about the job, so you can tell repair leads from full replacements and see which keywords bring the jobs worth having. Put the most budget on repair, installation and gutter searches, and keep material and price research searches out.
Plan around weather as well as the calendar. National demand peaked in September and dipped in February, but storms in your area can matter more than national patterns, so be ready to raise budgets after a major storm. Because paid clicks are cheap, pair them with work on your Google Business Profile and service pages: the seo for roofing companies program at Suff Digital builds the organic side so the same repair searches bring in leads without a click fee.
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<p style="font:14px/1.5 system-ui,sans-serif">Source: <a href="https://www.suffdigital.com/resources/data-studies/roofing-google-ads-cpc">Roofing Google Ads Clicks Cost $6.22 on Average vs $10.82 Across Industries - Suff Digital</a></p>
Cite this study
Suff Digital. (2026). Roofing Google Ads Clicks Cost $6.22 on Average vs $10.82 Across Industries. https://www.suffdigital.com/resources/data-studies/roofing-google-ads-cpc
Roofing Google Ads Clicks Cost $6.22 on Average vs $10.82 Across Industries - Suff Digital - https://www.suffdigital.com/resources/data-studies/roofing-google-ads-cpc
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