Let's TalkLet's TalkSiding searches spike after every storm and fall back in between. Google Ads for a siding company has to catch the storm surge without overspending, and keep finding the planned replacement buyers the rest of the year.
We review the search terms you paid for, how spend followed the weather, the appointments produced and what became of them, and show which campaigns produced signed projects and what to change first. Recorded walkthrough, no call required.
Four failures we see repeatedly in this vertical, and what each one actually costs.
A homeowner with hail damage and an open insurance claim and a homeowner tired of faded siding search differently, buy differently and are worth different amounts. One campaign for both lets storm traffic swamp the budget in a storm and leaves nothing structured for planned work when the weather is calm.
'Siding repair', 'replace one piece of siding', 'vinyl siding patch' and DIY searches attract people who will never buy a whole-house job. Without exclusions they quietly consume a large share of every day's budget.
Someone searching for fiber cement siding contractors wants to see fiber cement projects and understand the option. A generic homepage with a 'free estimate' button wastes the click and the research the homeowner has already done.
After a hailstorm, competition and click prices jump. Accounts with no storm plan either overspend chasing every click or miss the surge entirely. Neither is a strategy.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
Storm searches and planned replacement searches are different businesses. We run them as separate campaigns with separate budgets, so a hailstorm cannot eat the planned pipeline and the calm months still produce whole-house projects.
When hail hits, there is no time to plan. We agree a storm playbook in advance - which areas, what budget cap, which message, which landing page - so campaigns can be switched on within hours and capped at what your crews can actually handle.
A homeowner who searched for a specific siding material has done research. We build landing pages for each material and project type you install, with real local examples, so the click lands on exactly what they asked about.
Sorted into replacement, storm, repair and DIY.
Storm and planned replacement, each with its own budget.
Repair, patch and DIY searches removed and monitored.
One per material and project type, with local examples.
Areas, caps and messages ready before the next storm.
Signed projects fed back for bidding.
The parts of this that come from having run it in this industry before rather than from running it well in general.
Homeowners with ageing, fading or warping siding search all year. Campaigns built for them keep appointments flowing between storms and smooth the feast-and-famine pattern many siding companies accept as normal.
Storm clicks are expensive and competitive. Capping storm budgets to what crews can handle, and focusing on the affected areas, captures the surge without paying for leads you cannot serve.
Pages that match the material searched for improve ad relevance and conversion, and qualify searchers who already know what they want.
Importing signed projects teaches Google which searches lead to whole-house contracts rather than quick estimates, which matters in a trade with large tickets and long decisions.
None of our case studies is a siding company. The nearest Google Ads engagement is an auto dealership, where tightly targeted campaigns produced 1.22M clicks at a 0.90% click-through rate and 627% ROAS on ad spend. The transferable lesson is targeting discipline - spending only where real buyers search.
Read the full case studyYes, when storm and planned replacement campaigns are separated, repair and DIY searches are excluded and landing pages match the material searched for. Measured on signed projects, they can be one of the most reliable channels a siding company has.
Yes, with a plan: affected areas only, a budget cap matched to crew capacity and honest messaging about claims. Without a plan, storm spend tends to buy leads you cannot serve at prices that wipe out margin.
Single-piece repairs, patch kits, DIY and how-to searches, and product-only searches from people buying materials. Review the search terms report monthly as new variations appear.
For the materials you sell most, yes - or at least its own ad group and landing page. Homeowners searching for a specific material have done research and convert better on a page about that material.
Real local projects in that material, colours and styles available, what drives cost, how installation works, proof you are a local, insured company and a form asking ownership, scope, timing and claim status.
Import signed projects as offline conversions so bidding learns which searches produce contracts. Counting every booked estimate equally teaches it to find people who book, not people who buy.
A steady planned-replacement budget all year, plus a capped storm budget ready to switch on. Judge both on cost per signed project over a few months rather than cost per lead.
Honestly, yes - that you work with homeowners through the claim process. Never promise free siding or offer to cover deductibles, which is illegal in some states and attracts the wrong customers.
Availability varies by category and area. Where offered, they charge per lead and show a Google Verified badge for businesses that pass Google's checks. Compare them with search campaigns on cost per signed project.
Excluding wasted searches can improve an account within weeks. Signed-project results take longer to read, because siding decisions - especially with HOA approvals or claims - can take weeks.
Only for brands you are authorised to install, and only where it helps homeowners who search by brand. Make clear in the ad and on the page that you are a local installer, never the manufacturer, and check the trademark rules that apply before using a brand name in ad text.
Exterior work slows in harsh winter weather in many areas, and homeowners plan for spring. Keep planned-replacement campaigns running into the colder months with messaging about booking spring installation, rather than switching off and starting from nothing when the weather turns.
Yes, especially for storm searches, where homeowners want to talk quickly. Track calls as conversions, record their outcomes and qualify on ownership, scope and claim status before booking, so calls feed the same reporting as forms.
Rarely. Target where your crews actually work, using location settings for people in or regularly in those areas, and exclude places you do not serve. After storms, narrow further to the affected neighbourhoods. A tight service area keeps cost per signed project down and avoids paying for enquiries you would have to turn away.
Written for owners weighing this up, whether or not they work with us.
This is one part of a bigger service. Here is the whole of it, and the closest neighbours.
No pitch deck, no discovery call you have to sit through. Tell us the situation and we will tell you whether we can help.