When a homeowner searches “roofer near me” or “roof repair [city],” the first thing they usually see is a map with a few local businesses. Those listings come from Google Business Profiles.
For a local roofing company, your Google Business Profile can be one of your biggest sources of calls, and it’s free. This guide shows you how to set it up properly and keep it working for you.
Step 1: Create or claim your profile
- Go to Google Business Profile (search “Google Business Profile” and sign in with a Google account you’ll keep long-term, ideally a business account, not a personal one).
- Search for your business name. If it already exists (Google sometimes creates listings automatically), claim it. If not, add it.
- Enter your business name exactly as it appears on your truck, website and paperwork.
Don’t stuff keywords into your name. “Smith Roofing” is fine. “Smith Roofing Best Roof Repair Dallas Cheap” breaks Google’s guidelines and can get your profile suspended.
Step 2: Choose the right category
Your primary category is one of the most important settings.
- Primary category: Roofing contractor
- Secondary categories: only for services you really offer, for example gutter services or siding contractor
Don’t add categories for work you don’t do. It dilutes your profile and can confuse homeowners.
Step 3: Set up your service area
Most roofers go to the customer, not the other way around. That makes you a service-area business.
- If you don’t have a storefront customers visit, choose the option to hide your address
- Add the cities, towns or counties you serve
- Be realistic. List the areas you really cover
Step 4: Verify your business
Google needs to confirm you’re real before your profile goes fully live. Depending on your business, Google may ask for a video recording, a phone or email code, or a postcard. For a video, you’ll typically show:
- Your location or service vehicle with branding
- Business equipment and tools
- Proof of management, like opening your office or showing business documents
Follow the instructions Google gives you exactly. Verification can take a few days.
Step 5: Fill out every section
A complete profile gives Google more to work with and gives homeowners more reasons to call.
Phone number
Use your main business number, the same one on your website. If you use a separate tracking number, add your main number as an additional number so your information stays consistent.
Website
Link to your home page, or to a service area page that matches your profile. Make sure it loads fast on phones. (See our roofing website guide.)
Hours
Set accurate hours. If you answer calls on Saturdays, say so. Update special hours for holidays.
Services
Add each service you offer with a short description:
- Roof replacement
- Roof repair
- Storm damage repair
- Roof inspection
- Gutter installation (if you do it)
Write descriptions in plain language, the way homeowners talk.
Business description
You get a short description field. Use it to say:
- What you do
- Where you work
- What makes you different (local, family-owned, years of experience, warranties, free inspections)
Keep it honest and specific. No links, no ALL CAPS, no promotions.
Booking link
If you offer online booking for free inspections, add the link so homeowners can book right from your profile.
Step 6: Add real photos
Photos make a huge difference. Upload:
- Logo and a cover photo
- Your team and trucks
- Finished jobs: before and after photos from real projects
- Work in progress: crews on roofs (safely)
Use your own photos, never stock images. Add new photos regularly, for example after every few jobs.
Step 7: Get reviews, steadily
Reviews are one of the strongest signals for both homeowners and Google. What matters most:
- Steady flow: a few reviews every month beats a burst of 20 and then nothing
- Detail: reviews that mention the service and town help
- Responses: reply to every review, good or bad
Get your direct review link from the profile dashboard and send it to every customer after the job. Full system here: How to get more Google reviews for your roofing company. For the tough ones: How to respond to a bad review.
Never offer discounts or gifts for reviews, and never post fake ones. It violates Google’s rules and can get reviews removed or your profile penalized.
Step 8: Post updates
You can publish short posts on your profile, like updates, offers or events. Use them to share:
- Recently finished projects with photos
- Seasonal reminders (“Time for a post-winter roof check”)
- Storm updates (“We’re booking inspections in [Town] this week”)
Posts show homeowners you’re active.
Step 9: Keep your information consistent
Your business name, phone number and address or service area should match everywhere: website, Google, social profiles, directories, invoices. Inconsistent info can hurt your visibility.
Step 10: Make sure you answer the calls it brings
Your profile’s “Call” button is one tap. That means homeowners call while you’re on a roof, and if nobody answers, they tap the next roofer in the list.
Set up a missed call text back so every caller gets a text from you within seconds, even when you can’t pick up.
Weekly habits that keep your profile strong
- Ask every finished customer for a review
- Reply to new reviews
- Add a few new job photos
- Publish one short post
- Check that hours and info are still correct
Fifteen minutes a week. Or let automatic review requests take the biggest task off your list.