Nashville Roofing Google Ads Playbook: Emergency Repair vs. Full Replacement

Sep 23

Get Your Nashville Roofing Google Ads Strategy Session

The biggest mistake Nashville roofing companies make with Google Ads? Mixing emergency repair searches with planned replacement campaigns. When your AC repair ad shows up for "emergency roof repair Nashville," you're wasting money. When your replacement campaign captures "roof leak right now," you're sending urgent customers to the wrong funnel.

This playbook shows you exactly how to structure two separate campaigns that speak to completely different customer mindsets—and why this separation will dramatically improve your lead quality and conversion rates.

Why Two-Campaign Strategy Works for Nashville Roofing

Nashville's roofing market has unique characteristics that make campaign separation critical:

Storm Season Urgency: Nashville gets hit with severe weather patterns that create immediate roofing emergencies. Storm Guard Roofing reports helping hundreds of local homeowners navigate storm-related repairs, while MidSouth Construction emphasizes the need for immediate action after storm damage.

Insurance Claim Timeline Pressure: Tennessee's insurance claim deadlines mean homeowners need fast response for storm damage, but planned replacements can take months of consideration.

Seasonal Planning Cycles: Nashville homeowners plan major roofing replacements during specific seasons, but emergencies happen year-round regardless of weather.

Competition Intensity: Google Ads are highly effective for reaching high intent customers searching for terms like "roof repair near me" or "roof replacement services," though competitive, making precise targeting essential.

Campaign Architecture: Emergency vs. Replacement

Campaign 1: Emergency Roof Repair (High Urgency, Immediate Need)

Campaign Structure:

Campaign Name: "Nashville Emergency Roof Repair"
Budget Allocation: 60% of total roofing ad spend (higher volume, lower margin)
Bidding Strategy: Target CPA with aggressive bidding for high-intent terms
Ad Schedule: 24/7 with increased bids during storm seasons
Geographic Targeting: 15-mile radius from Nashville with bid adjustments by area

Core Ad Groups:

"Leak Emergency" - Immediate water infiltration issues
"Storm Damage Repair" - Post-weather event repairs
"24 Hour Roof Repair" - After-hours emergency services
"Roof Tarping Service" - Temporary protection solutions

Campaign 2: Roof Replacement (Planning Phase, Higher Value)

Campaign Structure:

Campaign Name: "Nashville Roof Replacement & Installation"
Budget Allocation: 40% of total roofing ad spend (lower volume, higher margin)
Bidding Strategy: Target ROAS focused on conversion value
Ad Schedule: Business hours with seasonal adjustments
Geographic Targeting: 25-mile radius with premium area focus (Belle Meade, Brentwood, Franklin)

Core Ad Groups:

"Full Roof Replacement" - Complete installation projects
"Roof Installation Cost" - Price-conscious shoppers
"Insurance Roof Replacement" - Insurance-funded projects
"Roofing Materials & Options" - Research-phase customers

Emergency Campaign Keyword Themes

High-Intent Emergency Keywords (Exact & Phrase Match)

"emergency roof repair Nashville"
"roof leak repair near me"
"Nashville roof leak fix"
"24 hour roof repair"
"storm damage roof repair Nashville"
"roof tarping service Nashville"
"emergency roofer Nashville TN"

Modified Broad Match for Urgent Discovery

+emergency +roof +repair Nashville
+roof +leak +fix +now
+storm +damage +roof Nashville
+water +damage +roof +repair

Negative Keywords for Emergency Campaign

"roof replacement cost"
"new roof installation"
"roof financing"
"roofing materials"
"roof estimate"
"planned roof replacement"

Replacement Campaign Keyword Themes

Planning-Phase Keywords (Exact & Phrase Match)

"roof replacement cost Nashville"
"Nashville roofing companies"
"roof installation Nashville TN"
"new roof cost Nashville"
"roofing contractors Nashville"
"insurance roof replacement Nashville"

Research-Intent Modified Broad Match

+roof +replacement +cost Nashville
+Nashville +roofing +contractors
+new +roof +installation +price
+insurance +roof +replacement

Negative Keywords for Replacement Campaign

"emergency"
"leak"
"repair"
"24 hour"
"storm damage"
"immediate"
"right now"

Ad Copy Frameworks by Campaign Type

Emergency Repair Ad Copy Framework

Headline Structure:

H1: Urgency + Location ("24/7 Nashville Emergency Roof Repair")
H2: Solution + Speed ("Leak Fixed Today - Licensed Roofers")
H3: Trust Signal ("4.8★ Rating - 1000+ Emergency Repairs")

Description Framework:

Line 1: Immediate availability and response time
Line 2: Solution focus and local credibility

Example Emergency Ad:

24/7 Nashville Emergency Roof Repair
Leak Fixed Today - Licensed & Insured
Nashville's Fastest Response Time

Water damage spreading? Our emergency crew responds 
within 2 hours. Licensed, insured, BBB A+ rated.
Get Your Roof Emergency Fixed Now

Replacement Campaign Ad Copy Framework

Headline Structure:

H1: Value Proposition + Location ("Nashville Roof Replacement Experts")
H2: Benefit + Proof ("Insurance Claims Approved - 25 Year Warranty")
H3: Trust + Experience ("500+ Nashville Homes - Free Estimates")

Description Framework:

Line 1: Quality focus and professional credentials
Line 2: Process ease and value proposition

Example Replacement Ad:

Nashville Roof Replacement Experts  
Insurance Claims Approved - 25 Year Warranty
500+ Nashville Homes - Free Estimates

Complete roof installations by Tennessee's top-rated 
contractors. Insurance work specialists. Call today.
Schedule Your Free Roof Estimate

Extensions Strategy by Campaign

Emergency Campaign Extensions

Call Extensions:

Primary: Nashville business number with call forwarding to emergency line
Call-only campaigns during peak storm periods
24/7 emergency hotline messaging: "Call our emergency roofing hotline now for immediate assistance"

Location Extensions:

Nashville office address with "Emergency Services Available" notation
Service area radius showing immediate response zones

Structured Snippets:

Service types: Emergency Repairs, Storm Damage, Leak Fixes, Tarping
Amenities: 24/7 Service, Insurance Direct, Licensed & Bonded

Replacement Campaign Extensions

Call Extensions:

Business hours number with "Free Estimates" call-out
Separate tracking number for replacement inquiries

Location Extensions:

Showroom address with "Visit Our Roofing Materials Display"
Service area with premium neighborhoods highlighted

Review Extensions:

"Highest rated Nashville roofer - 4.9★ Google Reviews"
"4.8 stars across over 5,000 reviews" style credibility

Structured Snippets:

Service types: Full Replacement, New Installation, Insurance Claims
Brands: GAF, Owens Corning, CertainTeed, Architectural Shingles

Call Tracking Implementation

Emergency Campaign Call Tracking

Call Flow Setup:

First Response (Ring 1-3): Emergency dispatcher or answering service
Qualification Questions:
- "Is this a current leak or emergency?"
- "When did the damage occur?"
- "Is water currently entering the home?"
Immediate Scheduling: Same-day or next-available emergency slot
Follow-up Protocol: Text confirmation with ETA and technician info

Call Recording Analysis Points:

Response time from ring to answer
Emergency qualification accuracy
Conversion to scheduled emergency visit
Customer satisfaction with urgency handling

Replacement Campaign Call Tracking

Call Flow Setup:

Professional Greeting: Business hours reception with consultation focus
Needs Assessment:
- "What's prompting you to consider roof replacement?"
- "Have you had any recent damage or issues?"
- "Are you working with insurance on this project?"
Consultation Scheduling: In-home estimate appointment setting
Preparation Email: Project information and what to expect

Call Recording Analysis Points:

Lead qualification thoroughness
Consultation appointment conversion rate
Average call duration (indicates engagement)
Project size and timeline discussion quality

30-Day Test Plan Implementation

Week 1: Foundation Setup

Days 1-3: Campaign Structure

Build emergency and replacement campaigns with proper settings
Implement keyword research and negative keyword lists
Set up conversion tracking for calls, forms, and scheduled appointments

Days 4-7: Creative Development

Write 6-8 ad variations per campaign following frameworks
Implement all extensions with proper tracking
Set up landing page variants for each campaign type

Week 2: Launch and Initial Optimization

Days 8-10: Soft Launch

Start campaigns at 50% of target budget
Monitor search term reports daily for relevancy
Adjust bids based on initial impression share data

Days 11-14: Performance Monitoring

Reallocate resources to higher-performing areas for more efficient budget use
Add negative keywords based on irrelevant search terms
Optimize ad scheduling based on call pattern data

Week 3: Optimization and Scaling

Days 15-21: Data-Driven Adjustments

Increase budgets for high-performing ad groups
Test new ad copy variations based on call quality data
Refine geographic targeting based on conversion rates by area

Week 4: Analysis and Strategy Refinement

Days 22-30: Performance Analysis

Analyze lead quality differences between campaigns
Calculate cost per qualified lead by campaign type
Identify opportunities for keyword expansion or budget reallocation

Success Metrics to Track

Emergency Campaign KPIs:

Average response time to phone calls
Percentage of calls resulting in same-day service
Cost per emergency repair booking
Customer satisfaction scores for emergency response

Replacement Campaign KPIs:

Lead quality score (based on project size/budget)
Consultation booking rate from ad clicks
Average project value from Google Ads leads
Time from first contact to signed contract

Expected 30-Day Outcomes

Emergency Campaign Results:

40-60% improvement in emergency call relevancy
25-35% reduction in cost per qualified emergency lead
90%+ of emergency calls should be actual urgent situations

Replacement Campaign Results:

50-70% improvement in consultation show-rate
30-45% increase in average project inquiry value
20-30% improvement in consultation-to-contract conversion

Nashville Market-Specific Considerations

Storm Season Preparation (March-October):

Increase emergency campaign budgets by 40% during peak storm months
Implement weather-triggered bid adjustments
Prepare ad copy variations for specific storm types (hail, wind, tornado)

Insurance Claim Seasonality:

Storm Guard Roofing specializes in helping homeowners navigate storm-related repairs from initial damage discovery to final coverage approval
Adjust replacement campaign messaging around insurance claim deadlines
Create specific ad groups for "insurance roof replacement Nashville"

Competitive Landscape:

Monitor competitor ad copy and bidding patterns
Position against established players like Music City Roofers who maintain "#1 storm damage roofing company" reputation
Emphasize local Nashville credentials and community involvement

Common Pitfalls to Avoid

Keyword Contamination: Don't let broad match keywords in your replacement campaign trigger emergency searches, and vice versa.

Budget Misallocation: Emergency campaigns typically need more budget due to higher search volume, but replacement campaigns drive higher profit margins.

Call Handling Mismatch: Emergency callers expect 24/7 availability and immediate response, while replacement prospects prefer detailed consultation scheduling.

Landing Page Confusion: Emergency visitors need immediate contact options and availability messaging, while replacement visitors want detailed information and project galleries.

Ready to Stop Mixing Emergency Customers with Replacement Prospects?

Implement this two-campaign strategy to immediately improve your lead quality and conversion rates. Your emergency customers will get the urgent response they need, and your replacement prospects will receive the detailed consultation they expect.