The market reality
New York Runs Some of the Most Expensive Clicks in the Country
A single click on a roofing search in Manhattan can cost more than a full lead does in most markets. PPC for roofing in New York only works when the account is built to protect that spend, because there is no cheap traffic here to absorb your mistakes.
Best Roofer Marketing works only with roofing companies, and our leadership came out of roofing and construction before moving into digital marketing. We start every New York account by deciding which searches you should not be buying, then build from what's left. That list runs longer than most owners expect.
The metric that matters
Matters less
Cost per click
Matters more
Conversion rate
Bids weighted by ZIP code, roof age, and where your jobs actually close.
Geography & targeting
Five Boroughs, Five Different Roofing Buyers
Staten Island and eastern Queens hold most of the single-family housing in the city, and those searches look like residential work you'd recognize anywhere. Brooklyn brownstones bring flat roofs, tight street access, and co-op boards that slow every decision down. Manhattan is almost entirely commercial and multifamily.
The Bronx sits somewhere in between. One campaign covering all five means Staten Island homeowners and Midtown property managers compete for the same budget while reading the same ad. We split by borough, then by building type, because a row house roof and a 30,000 square foot membrane job are different businesses.
Where the money goes
Property Managers Search Differently Than Homeowners
Building managers search on specifications, not urgency. They type membrane types, warranty terms, and code language. Homeowners type problems. Run both through one ad group and your commercial keywords get judged against residential conversion rates, which quietly starves the campaign producing your largest jobs.
Commercial and multifamily terms
EPDM, TPO, and replacement bids for full buildings. Longer sales cycle, larger tickets, and a form that should ask for building size.
Residential borough terms
Leak repair and full replacement across Staten Island and Queens. New York roofing websites built to convert keep these forms short and mobile-first.
Emergency and after-hours terms
Winter leaks and damage following a nor'easter. Worth bidding only when someone actually answers the phone at that hour.
Market pressure
Local Law 97 Changed What Building Owners Search For
Buildings over 25,000 square feet now face emissions limits, and roof work sits inside that conversation through insulation, reflective membranes, and solar readiness.
Owners search compliance language before they search for roofers. Ads written in that language reach them earlier than competitors still bidding on roof repair alone. It pairs well with New York roofing SEO.
Recommended alongside this campaign
Same keyword data, different delivery. Ranking for terms you already bid on lowers what the auction costs you.
Ads deliver the click. The page decides whether it becomes a booked inspection.
What we track
Conversion Rate Is the Only Lever That Moves New York Math
You cannot outbid this market. PPC for roofing in New York rewards conversion rate instead, and these four changes do the most.
Form Length
Every extra field costs you leads. We cut New York forms down to name, address, phone, and roof type.
Response Time
Leads contacted within five minutes convert far better. We build the alert routing before launch, not after.
Borough-Specific Pages
A Staten Island homeowner should land on a page naming Staten Island, not a page naming the tri-state area.
Call Handling
We review recordings, which is where our roofing sales coaching background shows up in your cost per job.
Working with us
Working With Best Roofer Marketing
No account coordinator sits between you and the person spending your money. In a market this expensive, that matters weekly rather than quarterly.
We show you the search terms report and what each borough cost against the revenue it produced. Roofing owners have left their honest read on our Google Business Profile.
No account coordinator in between
Search terms report, borough by borough
Cost measured against revenue produced
The build order
Building a PPC for Roofing Account in New York
New York accounts get built in this order, and the exclusion work happens before anything goes live.
01
Exclusion list first
We block boroughs you won't service and building types your crews aren't equipped to bid.
02
Buyer split
Commercial, multifamily, and residential separated into their own campaigns with their own budgets and messaging.
03
Landing pages by borough
Each page names the area, the building type, and the crew that services it.
04
Tracking build
Call tracking and CRM connection, so a Queens lead and a Manhattan lead report separately.
05
Weekly search term review
New York wastes money faster than any market, so we check terms weekly rather than monthly.
Send Us One Month of Search Terms
Send us a single month of New York search term data and we'll mark what we would exclude. Most accounts we review are paying for boroughs and building types the company cannot service. No charge for that look. Book a marketing strategy session when you're ready.
