Should a roofer market gutters and siding, or just roofs?

For roofing company owners deciding whether gutters and siding belong on their website, Google profile and ads, or whether they pull attention away from roof jobs.

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Is it worth advertising gutters and siding alongside roofing, or does it water down my roof leads?

A roofer should market gutters and siding only if they’re work the company staffs, sells on its own and makes money on; if they’re jobs you sub out or only touch during a reroof, keep the marketing on roofs and mention them as add-ons. When you do market them, give each its own website page, its own services on your Google Business Profile and its own ad group or campaign with its own budget, so cheaper gutter and siding leads don’t crowd out roof replacements. Judge each line by cost per signed job and profit, and set Local Services Ads job types carefully, because Google no longer credits leads for job types you don’t service.

Aiming local SEO and ads at the towns and jobs you want is part of every tier of our roofing marketing packages. For how gutters and siding fit into the wider channel mix, the roofing marketing guide covers the whole picture, and the rest of the roofing marketing questions library goes question by question.

Should a roofer market gutters and siding at all?

It depends on whether they’re a real line of business for you or a favor you do. In our judgement, a roofer should market gutters or siding when most of these are true:

• You have a crew, or crew time, that does the work well, not a sub you’d hand it to at a thin markup.
• A signed gutter or siding job makes you money after the cost of getting it.
• You have capacity. Gutter calls in a month when every crew is on roofs just create callbacks you can’t make.
• You want more of it, not just the occasional add-on during a reroof.

If two or more of those are false, keep gutters and siding as add-ons you mention on your roofing pages and offer during estimates, and spend the marketing budget on roofs.

Do gutters and siding bring profitable work or just cheaper leads?

Both are possible, and only your own numbers settle it. Gutter jobs in particular tend to be smaller tickets than roofs, which in our judgement often makes their leads look cheap and their profit per job modest. Siding can be a big job in its own right. Neither is good or bad until you know what each signed job costs to win and what it leaves you after materials and labor.

The comparison that matters is cost per signed job against profit per job, line by line, the same way you’d compare repairs and replacements. A gutter line that signs cheaply and keeps a small crew busy in a slow month can be worth having even if each job is small. A siding line that eats estimate time and rarely signs isn’t, whatever its ticket size.

Will adding gutters and siding dilute my roofing leads?

It can, in four specific places, and each has a fix:

• Ad budget. If gutters, siding and roofing share one campaign, the cheaper clicks can take a bigger share of the budget than you intended. Google says to create a separate campaign when you need different campaign settings, such as a separate budget (Google Ads Help).
• Your Google profile. Google advises against selecting a category for every product or service, and says the categories you pick affect your local ranking.
• Your website. One of Google’s questions for people-first content is whether your site has a primary purpose or focus. A roofing site with clear gutter and siding pages still has one; a home page that tries to sell three trades equally may not.
• Office time. Every gutter call your office answers is time not spent calling back a roof lead. In our judgement this is the dilution owners notice first.

How should gutters and siding show up on my website?

As their own pages, linked from your roofing pages, not crammed into them. A page for gutter installation and repair and a page for siding, each with your own job photos, the work you actually do, the towns you serve and a way to request an estimate, give a homeowner searching for that job something specific to land on.

Google’s people-first content questions are a useful check for each page: does it show first-hand expertise, does it give a complete description of the topic, and does its title describe it without exaggerating? A thin gutter page written only to catch searches fails those questions. Keep roofing as the first thing your home page says, and point to gutters and siding as related work. The same approach works for any job type you add; marketing metal roof installs walks through it for a higher-ticket one.

Should I add gutter and siding categories to my Google Business Profile?

Only if they’re a real line of work people call you for. Google says to choose a primary category that best describes your business, to use additional categories for distinct departments or services, and not to select a category for every product or service. It also says adding or editing a category might trigger re-verification of your business.

For most roofers the primary category stays roofing. Gutters and siding go in the services list, where Google says service businesses can add suggested or custom services with descriptions, and where a service may be highlighted when local customers search for it. Choosing your profile categories covers when a separate gutter or siding category earns its place.

Should gutters and siding get their own Google Ads campaigns?

In our judgement, yes, if you advertise them at all. Google recommends giving each ad group a narrow theme, using keywords related to that theme, and creating a separate campaign when you need a different budget or different locations. Gutters and siding usually need both: a smaller, capped budget so roof replacements keep their share, and sometimes a tighter service area because the jobs are smaller and the drive matters more.

Inside each campaign, keep gutter repair, gutter installation and siding in their own ad groups with their own ads and landing pages. Google also notes that reorganizing an account after campaigns have built up data wipes out that history, so split the lines from the start rather than untangling them later.

What happens with gutters and siding in Local Services Ads?

This is where a loose setup costs real money. Google describes roofing professionals as people who install, repair and maintain the shingles, gutters and venting on a roof, and it lists siding services as its own category, with the same background, registration, insurance and license checks. Google says that when you add a new industry to your account, you’re sent to the business verification page to upload its requirements (Google Local Services Help).

Inside each industry you toggle on the job types you do. The catch: Google no longer credits leads for job types you don’t service or areas you don’t serve, and it suggests refining service areas, job types and categories if you’re getting unwanted leads, while warning that tighter settings can reduce lead volume. If gutter or siding job types are switched on and you don’t want that work, those leads are yours to pay for. Whether LSAs are worth it for roofers covers the rest of the LSA decision.

Can gutter and siding jobs turn into roof jobs?

Sometimes, and that’s one of the better reasons to offer them. A gutter or siding job puts your crew at the edge of the roof and in front of a homeowner who already trusts you enough to hire you. In our judgement, offering a roof check during that visit, honestly reported, is a reasonable way to find roof work the homeowner didn’t know about.

The opposite is also true: a homeowner getting a new roof often needs gutters replaced too, so a roofer who can do both may sign a bigger job. Neither effect shows up unless you record it. Tag each roof job that came from a gutter or siding customer, so the value of those lines includes the roofs they led to.

When is it smarter for a roofer to stick to roofs only?

In our judgement, when:

• You’d sub the gutter or siding work out and keep a thin margin, but your name is on the review.
• Your crews are already booked on roofs, so new gutter or siding leads just wait.
• Your budget is small enough that splitting it would leave roofing ads short.
• Your website and profile don’t yet rank well for roofing; adding more services won’t fix that, and in our view the roofing basics come first.

Sticking to roofs isn’t leaving money on the table if the roof work is what fills the calendar. You can always add a line later, once roofing is running the way you want.

How do I measure whether gutters and siding are worth it?

Tag every lead by job type from the first call, and follow each one to an inspection, an estimate and a signed contract. Then, each month, compare cost per signed job and profit per job for roofs, gutters and siding side by side, plus any roof jobs that started as gutter or siding calls.

In Google Ads, conversion values help here. Google says that if you offer different services at different price points, you should use different values for each conversion, so you can see the business value each campaign produced rather than just a count of leads. Tracking which leads sign covers the setup outside the ad account.

What's different for roofing companies

Same customer, same exterior. Roofs, gutters and siding are all the outside of the same house, so a roofer selling all three can be one call for the homeowner. In our judgement, that’s the strongest case for adding them, and the reason to present them as related work rather than a second business.

A way through slow months. Smaller exterior jobs can keep a crew working when replacement demand dips. If that’s your reason, plan the budget for those months specifically; marketing in the slow season covers the timing.

Storm work touches all three. Hail and wind can damage gutters and siding along with the roof. That can make a combined offer useful after a storm, but don’t advise homeowners on insurance claims; that’s between them, their insurer and their adjuster.

Separate checks and possibly separate licenses. Google screens siding as its own Local Services category, and licensing for different exterior trades can vary by state. Check what your state requires before you advertise a trade you haven’t been licensed for.

A worked example: roofs and gutters side by side

These numbers are made up to show the math, not a benchmark for your market. Say a roofer runs two campaigns for a month: $2,000 on roof replacement and $600 on gutters.

• Roof replacement: 2 signed jobs. Cost per signed job: $2,000 divided by 2, or $1,000.
• Gutters: 6 signed jobs. Cost per signed job: $600 divided by 6, or $100.

Gutters look ten times cheaper per job. That’s the wrong place to stop. The real questions are how much profit each line left after materials, labor and that ad cost, whether those 6 gutter jobs took crew days away from roofs, and whether any of them led to a roof inspection that signed. If one did, that roof belongs in the gutter line’s results too.

On our side, the Essentials package ($3,500 a month) includes a content sprint of up to 10 pages, enough for separate roofing, gutter and siding pages, plus Google Ads management up to $2,500 a month in spend. Growth ($4,500 a month) raises that to $5,000 in spend and adds Local Services Ads management. Ad spend is paid to Google separately.

Frequently asked questions

Can I list gutters and siding on my Google profile without adding categories?

Yes. The services list on your Business Profile lets service businesses add suggested or custom services with descriptions, which is where most roofers should put them.

Will a gutter page on my roofing website hurt my roofing rankings?

We don’t know of any Google statement that says so, and we won’t guess at one. A useful, specific gutter page linked from your roofing pages fits Google’s people-first content questions; a thin page written only to catch searches doesn’t.

Do I need separate Local Services Ads verification for siding?

Google lists siding services as its own category, and adding a new industry sends you to the verification page to upload that industry’s requirements.

Should I put gutters and siding on my truck wraps and yard signs too?

In our judgement, only if they’re lines you’re actively growing. A wrap that lists everything reads like a general contractor; one that leads with roofing and names a related service or two keeps the focus.

What if I already get gutter calls I don't want?

Turn off gutter job types in Local Services Ads, remove gutter keywords or add them as negatives in Google Ads, and take gutters off your profile’s services list. Google says tighter settings can reduce lead volume, which is the point.

Key takeaways

• Market gutters and siding only if you have the crew, margin and capacity for them; otherwise mention them as add-ons.
• Keep each line separate: its own page, profile services, ad group or campaign, and budget.
• Google advises against a category for every service; most roofers keep roofing primary and list gutters and siding as services.
• In Local Services Ads, leads for job types you don’t service aren’t credited, so set job types on purpose.
• Compare cost per signed job and profit per job by line, and count the roof jobs gutters and siding lead to.

More in this section

• How should a roofing company market commercial roofing?
• Should my roofing marketing go after repairs or replacements?
• How should a roofing company market metal roof installs?
• Is door knocking or online marketing better for a roofing company?
• How do I market a roofing company in the slow season?

Sources

1. Manage your business category — Google Business Profile Help
2. Manage your services on your Business Profile — Google Business Profile Help
3. Creating Helpful, Reliable, People-First Content — Google Search Central
4. Organize your account with ad groups — Google Ads Help
5. Business screening and verification requirements – United States — Google Local Services Help
6. Edit your industries, service areas, and job types — Google Local Services Help
7. About Automated Local Services Ads lead credits — Google Local Services Help
8. About conversion values — Google Ads Help