Google Ads vs. Local Service Ads: Which Works Best for Roofing Companies?

Roofers Compete Online First

For roofing companies, the competition isn’t just on rooftops — it starts on Google. Homeowners rarely flip through the phone book anymore. Instead, they pull out their phones, type “roof repair near me” or “best roofing contractor in [City, IA], and click on the top results.

But here’s the key: Google now offers two powerful paid channels that appear above the organic results — Google Ads (formerly AdWords) and Google Local Service Ads (LSAs).

Both can generate leads, but they work differently. Choosing the right one — or the right balance of both — can mean the difference between steady calls and wasted budget.

At Inspired Connection Agency, a locally owned marketing firm serving Eastern Iowa, we’ve managed campaigns for dozens of roofing contractors. In this article, we’ll break down the pros, cons, and ROI differences between Google Ads and LSAs for roofers in 2025.

Experience: What Roofers Ask Us First

When we sit down with roofing clients, the most common questions we hear are:

• “Which ad type brings in more calls — Google Ads or LSAs?”

• “Are Local Service Ads really pay-per-lead, or is there a catch?”

• “How do I make sure my ads only show in my service area — not counties I don’t cover?”

• “Which is better for storm season, when competition spikes?”

We’ve run campaigns across roof repairs, replacements, storm restoration, metal roofing, and commercial roofing. Our data shows that both platforms have strengths, but success depends on how localized and optimized your campaigns are.

Expertise: Understanding the Difference

What Are Google Ads?

Google Ads are the traditional pay-per-click (PPC) campaigns. You bid on keywords like “roof replacement in Cedar Rapids” or “emergency roof repair Iowa City”. Your text ad shows above organic results, and you pay when someone clicks.

Pros:

• Full control of keywords, budgets, and targeting (ZIP codes, radius).

• Highly scalable — spend more, get more impressions.

• Great for storm damage or urgent services (“same-day roof tarping in [City]”).

Cons:

• Costs per click can be high in roofing ($15–$60 CPC in many markets).

• You pay per click, not per lead — so junk clicks still cost you.

• Requires ongoing optimization to prevent wasted spend.

What Are Google Local Service Ads (LSAs)?

LSAs are the “Google Guaranteed” ads that show at the very top with a green check mark. They’re designed for local service providers like roofers, plumbers, and electricians.

Instead of paying per click, you pay per qualified lead (phone call or message).

Pros:

• Pay only for leads, not clicks.

• Google Guaranteed badge builds trust with homeowners.

• LSAs dominate mobile — perfect for homeowners searching on the go.

• Calls are often higher intent (the homeowner is ready to book).

Cons:

• Fewer customization options compared to Google Ads.

• Competition can still be fierce in big metros.

• Requires background checks and business verification to qualify.

• Google decides placement more heavily based on reviews, proximity, and responsiveness than on bids.

Authority: What the Numbers Say in 2025

• According to WordStream, roofing PPC keywords remain some of the most expensive, with CPCs often above $20–$40 per click in competitive markets.

• BrightLocal’s 2025 review survey found that 87% of consumers trust “Google Guaranteed” businesses more than those without the badge.

• Research on Google Ads CTR shows that the top 3 ad slots earn the bulk of clicks, but Local Service Ads often receive the first tap on mobile devices because they sit above everything else.

In other words: Google Ads are powerful for volume, but LSAs tend to bring in warmer, trust-driven calls.

Trustworthiness: What Real Roofers Are Seeing

Client Testimony“We were burning money on PPC clicks that didn’t always turn into jobs. Inspired Connection Agency helped us qualify for Google Local Service Ads, and within two months we saw a 45% increase in call volume from real homeowners in our service area. Now, we use a mix — LSAs for steady local leads, and targeted Google Ads for storm season. That balance has been the game-changer.”— Jake M., Owner, Cedar Rapids Roofing Solutions

Deep Dive: Which Works Best for Roofing Companies?

Use Google Ads When…

• You want to target specific services (e.g., “flat roof replacement in Iowa City”).

• You need fast exposure for storm-damage campaigns.

• You’re ready to invest in constant optimization (A/B testing, negative keywords, landing pages).

• You want to retarget past visitors with display or YouTube ads.

Use LSAs When…

• You want predictable local call flow.

• You’re focused on residential roofing leads in your verified service area.

• You want the trust boost of the Google Guaranteed badge.

• You don’t want to babysit keyword lists — LSAs handle placement automatically.

Best Strategy for 2025: A Hybrid Approach

Most successful roofers in Cedar Rapids, Iowa City, Marion, and the surrounding counties use both:

• LSAs for steady, local leads (especially homeowners searching on mobile).

• Google Ads for volume + flexibility, especially targeting storm terms, high-value installs, or commercial roofing jobs.

Practical Example: Storm Season in Eastern Iowa

Imagine a hailstorm hits Linn County. Homeowners type “hail damage roof repair near me” into Google.

• Your LSA shows first: A homeowner taps your number, calls directly, and you pay for a qualified lead.

• Your Google Ad shows second: Another homeowner clicks your PPC ad to read your storm repair landing page, where they fill out a form.

Both ads work together — LSAs bring in direct calls, while Google Ads capture form-based leads and educate homeowners.

Local SEO Tie-In: Don’t Forget the Foundation

Whether you use Google Ads or LSAs, your results depend heavily on your local SEO presence:

• Google Business Profile: Reviews, photos, accurate service areas.

• On-site SEO: Service pages optimized for long-tail searches (“metal roofing contractor Cedar Rapids,” “emergency roof repair Marion IA 52302”).

• Reputation: LSAs rank better for companies with dozens of recent reviews.

Paid ads amplify your visibility, but SEO builds the credibility and relevance Google uses to decide who shows up first.

Long-Tail Keyword Ideas to Target Locally

Swap in your own cities/ZIPs:

• “Google Ads for roofing companies in Cedar Rapids IA”

• “Local Service Ads roofing contractor Iowa City”

• “Best roofing company LSAs near Marion IA 52302”

• “Pay per lead roofing ads in Linn County IA”

• “Affordable Google Ads for roof repair Eastern Iowa”

These phrases may have lower search volume, but they’re higher intent — meaning less competition and more qualified leads.

A 90-Day Ad Plan for Roofers

Month 1: Setup & Verification

• Verify your business for LSAs (background checks, licenses, insurance).

• Build/refine 3 core Google Ads campaigns: Roof repair, replacement, storm damage.

• Optimize Google Business Profile with new photos, 10+ reviews.

Month 2: Launch & Test

• Launch LSAs in your top ZIP codes.

• Start Google Ads with a modest daily budget.

• Test ad copy (e.g., “Emergency Roof Repair in Cedar Rapids – Call 24/7”).

• Track calls, form fills, and service area data.

Month 3: Optimize & Scale

• Review which LSAs convert best; expand to neighboring ZIPs.

• Add negative keywords in PPC to filter junk clicks.

• Build a storm season landing page for PPC campaigns.

• Increase budget on the channel delivering lower cost-per-lead.

Which Works Best?

The answer isn’t “Google Ads vs. LSAs.” The real answer is: it depends on your market, budget, and goals.

• Google Ads = flexibility, control, volume (but requires expertise).

• Local Service Ads = predictable local calls, higher trust, simpler setup.

For most roofing contractors in Eastern Iowa and similar mid-sized markets, the hybrid model wins: LSAs bring steady calls, while Google Ads capture storm spikes, commercial jobs, and niche services.

At Inspired Connection Agency, we specialize in helping locally owned roofing companies dominate both channels. From setup to optimization, we ensure your budget is driving calls from real homeowners in your service area — not wasted clicks.

Are you ready to stop guessing and start getting more local roofing calls? Visit Inspired Connection Agency or call us today to schedule a free consultation. We’ll map out a custom Google Ads and LSA plan tailored to your roofing business in Cedar Rapids, Iowa City, Marion, and beyond.