The September 2026 ranges
| Search | UK searches a month | Top-of-page bid |
|---|---|---|
| roofer near me | 33,100 | £3.75 to £17.93 |
| roof repair | 6,600 | £4.17 to £17.16 |
SoNick describes the bid as Google’s estimate of what advertisers have paid to be at the top. It is not a quote for your town. The same article is the source for the seasonal counts below. We checked the page on 15 November 2026. We have not re-pulled Keyword Planner ourselves, so if you need a figure you will insure a budget with, run Planner on your postcodes and keep the export.
A budget that follows the weather
SoNick’s page says UK searches for “roof repair” were 12,100 a month in September and October 2025 and 3,600 in May and July 2026. That is a planning fact, not a click price. A flat monthly budget buys too little when the phone should be busy and too much when the searches have fallen by about two thirds.
| Months | Repair campaign | Replacement campaign |
|---|---|---|
| Late autumn and winter | The larger share. Someone answers the phone. Short area. | Keep a smaller always-on budget so planned work does not vanish behind the leaks. |
| Late spring and summer | Cut it toward the lower search counts. Do not “make the budget” by widening the area into towns you will not drive to. | This is when survey slots exist. Ask whether they own the building and whether a survey is already booked, which is the question on the roofers page. |
Illustration. Thirty “roof repair” clicks at £8, inside the £4.17 to £17.16 range, is £240 to Google. If four are genuine leaks in area and one is booked, the media cost of that booked repair is £240. A repair that leaves £180 gross profit did not pay for the clicks, let alone a management fee. A replacement campaign that spends £400 and books one job leaving £2,000 gross profit did. Report them on separate lines or the replacement will disguise the repair.
What to record after a storm
- Split the campaigns before the weather, not during it. Negatives for “jobs”, “courses” and materials you do not supply.
- On the lead sheet, mark leak or replacement, and the town.
- After a named spell of bad weather, read out-of-area calls before you raise the bid. The storm increased demand. It did not move your yard.
- Keep survey requests out of the “won” column. A booked inspection that never becomes a paid roof is a different cost.
The fee sits beside the clicks. At £299 a month plus VAT on the Managed plan, a summer with one booked replacement can carry that fee more easily than a summer of cheap repair clicks that do not book. The cost guide separates the two bills. The service-area guide is how the leak radius stays shorter than the re-roof radius, in Cornwall, Cumbria or the Central Belt alike.
Same money across the year, moved with the searches
SoNick’s “roof repair” counts were 12,100 UK searches a month in September and October 2025, and 3,600 in May and July 2026. That is about three times the search interest in the wetter months. It is not a click price, and it is not your town. It is a reason to stop spending a flat twelfth of the year every month.
Illustration of the shape, not a budget to copy. A firm that spends £800 a month on repair clicks spends £9,600 in a year. Spending £1,200 in each month from September to February and £400 in each month from March to August is the same £9,600, with three times as much media in the half of the year when those published search counts were highest. If the diary cannot take the extra winter calls, do not spend the £1,200. Unanswered leaks are not an opportunity.
Keep replacement searches out of that swing. A re-roof is booked around survey slots, which are often easier in the drier months. Cutting the repair campaign in May is not a reason to cut the replacement campaign with it.
While you are in the account, exclude searches that are not a job you will price: vacancies, courses, felt and tiles by the roll if you do not sell materials, and scaffolding hire if you do not supply it. A cheap click on “roofing jobs” still sits inside the £4.17 to £17.16 range and looks like a bargain. It is a jobseeker.
| Search | Campaign | Ask |
|---|---|---|
| Roof repair, roof leak, emergency roofer | Repair. This is the campaign that should take the larger share in the wetter months, and only while someone can attend. | Is it leaking now, what access there is, and the postcode. |
| New roof, re-roof, roof replacement | Replacement. A survey slot is enough. Do not pause it because the repair diary is full. | Own or manage the property, the roof type, and whether a survey is already booked. |
| Roofing jobs, felt by the roll, scaffolding hire | None, unless scaffolding is work you sell. | Exclude them. |
Say which job the ad is for. A repair ad should name the towns and say someone can attend. A replacement ad should say you survey, and that it is not a same-day call-out. A price belongs in the ad only when it is the price you will quote.
After a wet week, look in the search terms report for people who are not booking you: roofing jobs, felt and tiles for sale, “how to repair a slipped tile”, and towns outside the list. Exclude those. The report, and the queries Google leaves out, are explained on the lead sheet guide.
Questions from owners
How much do Google Ads cost for roofers in the UK?
For September 2026, SoNick Marketing’s Keyword Planner table shows a top-of-page bid of £3.75 to £17.93 for “roofer near me” (33,100 UK searches a month) and £4.17 to £17.16 for “roof repair” (6,600). That is an estimate of what advertisers have paid to appear at the top, not your invoice and not a cost per booked job.
Should a roofer spend the same amount every month?
The search counts SoNick quotes say no. “Roof repair” was about 12,100 UK searches a month in September and October 2025 and about 3,600 in May and July 2026. Put more of the repair budget into the wet months, and do not judge a quiet July by a stormy October’s click price.
Is a leak the same campaign as a new roof?
No. The roofers page on this site splits them because a repair and a replacement have different values and different lead times. A leak needs a phone and a short area. A replacement can support a survey and a longer drive. One average cost per click hides which of the two paid.
What gross profit makes a roofing click worth it?
Yours, not a national guess. If a repair leaves £180 after materials and labour, a £15 click only works when enough clicks become booked repairs. If a re-roof leaves £2,000, a £15 click is a different decision. The illustration on this page uses made-up booking counts so you can see the division.
Do these ranges include scaffolding and waste?
No. They are bids for the click. Scaffolding, skips and the crew sit in your gross profit, before you compare it with the cost per booked job. Leave them out and the ads will look more profitable than the job was.
How far should roofing ads reach?
As far as the job still pays after the drive. Storm weeks pull enquiries from outside your usual patch. Decide in advance which extra towns you will take for a re-roof and which you will not take for a slipped tile, and exclude the rest. The service-area guide is the method.
Are the figures different in Wales or the north of Scotland?
The table is UK-wide. Wind and rain are not evenly spread, and a roofing firm in Anglesey does not pay the same click as one in Reading just because both bid on “roof repair”. Use the seasonal pattern as a reason to check your own monthly searches, not as your budget.
Where is your own roofing average?
We will not publish a single figure until we have at least ten booked roofing jobs in a dated pool. Until then this page quotes SoNick’s Keyword Planner extract and shows you the sum to run on your invoice.
Can I spend the same amount on roofing ads every month?
You can, and you will buy fewer of the searches when people need a repair. SoNick’s counts for “roof repair” were about 12,100 UK searches a month in September and October 2025 and about 3,600 in May and July 2026. An illustration on this page keeps the year’s media the same and puts about three times as much into the wetter half. It is a shape, not a budget we are telling you to copy.
Should roof repair and a re-roof share one campaign?
No. Repair searches should take more of the budget in the wetter months, and only while someone can attend. Replacement searches follow survey slots and should stay on when the repair diary is full. Jobs, courses and materials by the roll are not either campaign.
Where the figures come from
Checked on 15 November 2026 unless a source prints its own date.
- Google Ads for plumbers and trades. SoNick Marketing. Keyword Planner via DataForSEO, September 2026, for the bid ranges and the 6,600 monthly searches on “roof repair”. The same page gives the seasonal search counts: 12,100 in September and October 2025, 3,600 in May and July 2026.