Roofing has some of the most expensive clicks in all of Google Ads, which is the whole reason Bing ads for roofers are worth a serious look. The channel everyone ignores has a fraction of the bidding pressure, and in a category where a single Google click can cost a small fortune, that difference goes straight to your bottom line.
Why Bing makes sense for roofing
Roofing terms on Google are fought over by storm-chasers, national lead brokers, and every local roofer in a 50-mile radius. That drives cost-per-click sky-high. Bing simply has less competition, so the same "roof replacement" or "roof repair" searches often cost 20-40% less. And Bing's audience skews older and homeowner-heavy — the person who actually owns the roof and can approve a $15,000 replacement, not a renter browsing.
The trade-off
Bing's volume is smaller than Google's, so it won't be your main lead source. But roofing tickets are large — $8,000 to $25,000+ for a full replacement — so even a modest number of cheaper leads can produce serious revenue. This is a channel that improves your blended acquisition cost, not one that floods your pipeline on its own.
- Much cheaper clicks in one of Google's priciest categories.
- Older, homeowner-heavy audience with real approval power.
- Lower volume — a margin play, not a firehose.
Setting it up right
Import your Google Ads campaigns into Microsoft Advertising to move fast, then optimize for Bing instead of leaving it on autopilot. Rework bids for the audience and device mix, load a strong negative-keyword list (roofing attracts a lot of junk searches — jobs, DIY, materials-only), and turn on call tracking. Separate storm/repair intent from planned-replacement intent so you can bid and land each appropriately.
Run the numbers
If Google is delivering roofing leads at $80-$150 each — normal for this category — Bing might land comparable leads at $50-$100 with lower volume. A $700/month test producing 8-12 leads only needs one closed replacement to pay for months of ads. The math in roofing is forgiving because the tickets are huge; the discipline is in not wasting spend on tire-kickers. Run a free SEO & AI score first so your site converts the expensive clicks you're buying.
Where roofers waste Bing budget
Two failure modes. First, importing from Google and never optimizing — the platforms differ and a stale import bleeds money. Second, sending clicks to a generic homepage instead of a replacement-focused page with financing, warranty, and real project photos. In a high-ticket purchase, the landing page does as much work as the ad. Weak page, wasted clicks.
Bing in the roofing channel mix
Think portfolio: Google and Local Services Ads for the bulk, Bing for cheaper incremental leads, storm-season budget flexibility, and strong organic underneath. If running several platforms while you're on rooftops all day isn't realistic, that's the job we do — here's how Arbor runs your ads so the underpriced channel actually gets worked. The waste-avoidance discipline in our no-waste Google Ads starter guide applies directly to filtering roofing junk clicks.
Bing ads for roofers won't replace Google, but in a category this expensive, the cheaper clicks and homeowner-heavy audience make it one of the smartest supplemental buys in the trade. Run a capped 60-day test, filter junk aggressively, and keep it if cost-per-booked-job beats Google. For more overlooked-channel guidance, see our more growth guides.