We make ACE, so read this with that in mind. We've tried to be fair to Google, including when it's the better pick. Details on Google's products are as of October 2026 and can change, so check with Google directly.
The short answer
- Pick ACE if you want to reach homeowners before they search, work no-soliciting and gated neighborhoods, or want to pay for real actions instead of clicks.
- Pick Google Local Services Ads if you want calls from people searching "roofer near me" right now and have strong reviews.
- Pick Google search ads if you have a good landing page and someone who manages your bids and keywords.
- Many roofers use both: Google for searchers, ACE for everyone else.
Side by side
| ACE | Google Ads and Local Services Ads | |
|---|---|---|
| Who you reach | Homeowners in your area likely to need a roof, before they search | Only people searching on Google |
| What you pay for | Verified actions, like watching your video or booking | Search ads: per click (roofing clicks often several dollars to $40+). Local Services Ads: per lead (reported about $50–$150 for roofing) |
| Competition | Homeowners respond to your offer | Every roofer bidding on the same searches |
| Bad leads | You only pay for verified actions | Search ads: you pay for every click. Local Services Ads: credits are automatic, with no manual disputes since 2024 |
| Reach | Every home in your area, including no-soliciting and gated neighborhoods | Depends on who searches and your bid |
| What you keep | A list of homeowners who engaged with you | Clicks and calls; nothing once you stop paying |
| Time to start | 2–3 weeks to launch | Days, once you're set up and verified |
Difference 1: searchers vs. everyone
Google only shows your ad when someone searches. Most homeowners who'll need a roof this year aren't searching today. They're waiting until a leak, a storm or a sale forces the issue.
ACE finds those homeowners first. It looks for signs a homeowner may need a roof, then reaches them by mail, text and email, so you're the company they know when they're ready.
Difference 2: paying for clicks vs. paying for actions
With Google search ads, you pay every time someone clicks, whether they call or not. With Local Services Ads, you pay per lead, and Google decides which calls count. Since 2024, Google gives automatic credits for leads it judges invalid instead of letting you dispute them.
With ACE, homeowners can unlock a real gift card, like a coffee or lunch on you, for watching a short video about your company. The video can't be skipped, the sound has to be on, and the reward unlocks after 75% is watched. A second reward can unlock when they book, for example $20 for watching and $30 for booking. You pay for verified actions like those.
What Google really costs roofers
Here's what's been reported for roofing in 2026:
- Google search ads: roofing clicks often run from several dollars to more than $40 each in competitive markets. Reported cost per lead ranges from about $124 to $300 or more, depending on market and how well the account is run.
- Google Local Services Ads: about $50 to $150 per lead for roofing, depending on market.
- Badges: in October 2025, Google retired the "Google Screened" and "Google Guaranteed" badges and the money-back guarantee, and now shows a single "Google Verified" checkmark.
- Bad leads: since 2024, Google gives automatic credits for leads it judges invalid instead of letting you dispute them.
What a booked inspection costs (made-up numbers to show the math)
Search ads: if clicks cost $25, 1 in 10 clicks becomes a lead, and 1 in 3 leads books, that's $25 × 10 × 3 = $750 per booked inspection.
Local Services Ads: if a lead costs $100 and 2 in 5 book, that's $100 ÷ 0.4 = $250 per booked inspection.
With ACE, you pay for verified actions, like a homeowner watching your video or booking, and you reach the homeowners who haven't searched yet. On a free call, we'll walk through what that looks like in your market.
Difference 3: bidding wars vs. your own offer
On Google, every roofer in town bids on the same searches, and after a storm prices climb fast. With ACE, there's no auction. Each homeowner gets your offer, and when they respond, they're responding to you.
Difference 4: where you can reach
Google can't help you reach a gated community or a neighborhood full of "No Soliciting" signs unless someone there searches. ACE reaches no-soliciting and gated neighborhoods directly, and whole neighborhoods after a hailstorm.
Difference 5: what's left when you stop
When you stop paying Google, the calls stop. With ACE, you keep the list of homeowners who watched your video and engaged with you, so you can follow up for months.
Questions to ask before you run Google ads (or hire an agency)
- What's the average cost per click and cost per lead for roofing in my area?
- How will you track calls and booked inspections, not just clicks?
- Which searches will we block, like "roofing jobs" or "DIY roof repair"?
- How fast will someone answer Local Services Ads calls?
- What's the agency's monthly fee on top of ad spend, and what's the contract length?
- Who owns the ad account if we stop working together?
When Google is the better pick
- You need calls this week. Google can start in days. ACE campaigns take 2–3 weeks to launch.
- You have great Google reviews. Reviews and fast answers help you rank in Local Services Ads.
- You do emergency repairs. People with an active leak search Google first.
Using both
Most roofers do best with Google for the searchers and ACE for the homeowners who aren't searching yet. Strong Google reviews help both, and if you want to compare more options, see our guide to alternatives to Google Ads, our ACE vs. Angi comparison, or our list of the best roofing lead generation companies.
What we've seen
About 9% of homeowners activate in ACE roofing campaigns, and one homeowner went from a direct mail offer to a booked roof inspection in 20 minutes. Good Faith Roofing is one of the roofers using ACE. These are past results, not a promise for your market.
When ACE isn't the right fit
- You need leads tomorrow. Campaigns take 2–3 weeks to launch.
- You won't call homeowners back. ACE shows you who engaged; you still have to call.
- You only do emergency repairs. Those homeowners search Google first.
Learn more about ACE for roofers.
Frequently asked questions
Are Google Ads worth it for roofers?
They can be, especially Local Services Ads for people searching right now. You pay for clicks or leads, and you compete with every roofer bidding on the same searches.
What's the difference between Google Ads and Local Services Ads?
Search ads charge per click. Local Services Ads charge per lead and show a "Google Verified" badge at the top of results.
Can I dispute bad Local Services Ads leads?
Not manually anymore. Since 2024, Google gives automatic credits for leads it judges invalid.
What's the best alternative to Google Ads for roofers?
For reaching homeowners before they search, we think ACE, because you only pay for verified actions and reach every home in your area.
Can I use ACE and Google Ads together?
Yes. Many roofers use Google for searchers and ACE for everyone else.
How fast can I start?
Google can start in days once you're set up. ACE campaigns take 2–3 weeks to launch.
How much do Google Ads cost for roofers?
Roofing clicks often run from several dollars to more than $40 each, and reported cost per lead is about $124 to $300 or more, depending on the market.
How much do Local Services Ads leads cost for roofers?
Reported costs are about $50 to $150 per lead for roofing, depending on market.
Does Google still have the Google Guarantee?
No. In October 2025, Google retired the Google Guaranteed and Google Screened badges and now shows a single "Google Verified" checkmark.
Do I need an agency to run Google Ads?
Not always, but search ads take steady work on keywords, bids and tracking. If you hire an agency, make sure you own the ad account.
About the author
Jake Nicks is the founder of ACE (Actual Consumer Engagement), a customer acquisition firm in Frisco, Texas. He has 10 years in paid media and has directed more than $2 billion in ad spend. ACE's verified-action gift card technology is protected by U.S. Patent No. 11,847,634 B2.
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