Your Google Business Profile (GBP) is the single most important asset in your local SEO strategy. Data from 2026 shows that 44% of local searchers click directly on the Map Pack, often bypassing organic website links entirely. When a homeowner types “roofing company near me,” Google uses your profile to decide if you deserve one of those top three spots or if you belong on the invisible second page.
Most roofing companies set up their profile once, add a phone number, and never touch it again. That negligence is a massive missed opportunity in today’s market. We see a clear pattern: fully optimized profiles drive 5x more calls and website clicks than those that sit idle.
Here is the step-by-step process we use at RoofRank to turn every client’s GBP into a lead generation machine.
Choose the Right Primary Category
Google allows you to select one primary category and several secondary categories. Your primary category carries the most ranking weight, so getting it right is non-negotiable.
For most roofing contractors, the primary category should be Roofing Contractor. If your business focuses on a specialty like metal roofing or commercial flat roofs, you may still want the broader category as your primary since it captures the highest search volume.
Secondary categories act as additional ranking signals for specific services. We recommend adding these if they genuinely apply to your business:
- Gutter cleaning service (Distinct from installation)
- Siding contractor
- Waterproofing service
- General contractor (Only if you handle full remodels)
Avoid adding categories that do not reflect services you actually perform. Google’s algorithm is getting smarter at detecting “category stuffing,” and irrelevant additions can dilute your profile’s relevance for your core service.
Category Impact Breakdown
| Category Type | SEO Weight | Best Practice |
|---|---|---|
| Primary | High (Critical) | Must be “Roofing Contractor” for 90% of businesses. |
| Secondary | Medium | Use 3-5 highly relevant categories. Do not exceed 9. |
| Services | Low (Conversion) | List every specific item here (e.g., “Slate Roof Repair”). |
Complete Every Section of Your Profile
Google rewards completeness. Profiles that fill out every available field consistently outperform those with gaps. Here is what to address:
Business Description
Write a 750-word business description that naturally includes your primary service keywords and the cities you serve. The first 250 characters are the most important because they appear “above the fold” before a user has to click “more.” We always advise clients to put their unique value proposition—like “24/7 Emergency Repairs” or “GAF Master Elite Certified”—right at the start.
Service Areas
Add every city, town, and zip code where you actively take jobs, up to the maximum of 20 areas allowed by Google. Be specific but honest. Listing areas you do not actually serve will hurt your relevance over time, and Google now validates this against user location data.
Business Hours
Set accurate hours including holiday schedules. If you offer 24/7 emergency service, make sure your profile reflects that. Emergency availability is a major differentiator in roofing, and Google can surface you for after-hours searches if your hours say you are open.
Attributes
Google offers attributes like “Women-owned,” “Veteran-owned,” “Online estimates,” and “Onsite services.” Check every attribute that truthfully applies to your business. These badges appear prominently on mobile searches and can be the deciding factor for a homeowner comparing two similar companies.
Pro Tip: Be prepared for the new Video Verification process. If you update sensitive info or start a new profile, Google now requires a continuous 15-30 second video showing your street sign, your unlocking of the business door, and your tools/equipment to prove you are a legitimate business.
Upload High-Quality Photos Consistently
Photo quantity and recency are confirmed ranking signals for Google Business Profiles. Recent studies indicate that businesses with more than 100 photos receive 520% more calls than those with fewer. Roofing companies that upload new photos weekly see measurably higher engagement than those that upload a batch once and stop.
The types of photos you should be uploading include:
- Before and after project shots — these are gold for roofing companies. Every completed job is a content opportunity.
- Team photos — show your crew in branded gear. This builds trust and proves you aren’t sub-contracting everything to unknown labor.
- Equipment and materials — showcase the quality of materials you use. Owens Corning, CertainTeed, GAF, and other manufacturer products photograph well.
- Your office or storefront — even if you operate from a commercial office, having a photo of the exterior helps Google verify your location.
Aim to upload at least 3 to 5 new photos per week. While Google strips EXIF (location) data from images for privacy, their Vision AI still scans the image content to identify “roofs,” “shingles,” and “ladders,” which reinforces your category relevance.
Master the Review Game
Reviews are the lifeblood of your Google Business Profile. They influence your map pack ranking, your click-through rate, and ultimately whether a homeowner picks up the phone to call you or scrolls to the next contractor.
The goal is not just to collect reviews but to build a system that generates them consistently. Here are the tactics that work for our roofing clients:
- Target “Review Justifications.” Google now bolds keywords in your review snippets, like “roof repair” or “leak fixed,” in the search results. Ask clients to mention the specific service you performed in their review text.
- Ask at the moment of delight. The best time to request a review is right after the final walkthrough when the homeowner is standing under a brand-new roof. Hand them a card with a QR code linking to your review page.
- Respond to every review. Positive reviews deserve a thank-you that mentions the specific service performed and the city. Negative reviews deserve a professional, empathetic response that offers to make things right. Google watches your response rate and speed.
For a deeper dive into generating reviews at scale, read our guide on getting more Google reviews for your roofing company.
Leverage Google Posts
Google Posts are a criminally underused feature. They appear directly on your profile and give you a chance to showcase recent work, promotions, and seasonal offers.
For roofing companies, effective post types include:
- Seasonal storm preparation tips — post these before hail and hurricane season to capture early-stage searches.
- Completed project spotlights — brief case studies with before-and-after photos.
- Special offers — “Free roof inspection this month” or “$500 off complete roof replacement.” Use the “Offer” post type for these, as they allow you to set a start and end date.
- Company news — new certifications, awards, team members, or community involvement.
Post at least once per week. Updates can stay visible for six months, but a weekly cadence signals to Google that your business is active and engaged.
Important Warning: Do not include your phone number in the body text of the post. Google’s spam filters often reject posts with phone numbers in the description. Always use the “Call Now” button provided in the post setup.
Optimize Your Q&A Section
The Questions and Answers section on your GBP is often overlooked, but it presents a unique opportunity. You can ask and answer your own questions to pre-populate this section with useful information.
Seed your profile with 10 to 15 common questions homeowners ask, such as:
- “Do you offer free roof inspections?”
- “What roofing materials do you work with?”
- “Are you licensed and insured?”
- “Do you handle insurance claims?”
- “What is your warranty policy?”
Answer each one thoroughly and include relevant keywords naturally. This content is indexed for voice search, meaning if someone asks Siri or Google Assistant a specific question about roofing warranties, your pre-written answer helps you surface as the expert.
Track Your Performance with GBP Insights
Google provides detailed analytics showing how people find and interact with your profile. Pay attention to:
- Search queries — what terms are people using to find you? This data feeds directly into your broader local SEO strategy.
- Business Profile Interactions — this is the modern metric that aggregates calls, messages, and bookings.
- Platform breakdown — see if customers are finding you on Google Search (desktop) or Google Maps (mobile).
Review these metrics monthly and adjust your optimization efforts based on what the data tells you. If you see a spike in searches for “emergency roof repair” after a storm, you know to double down on posts and photos related to storm damage work.
The Bottom Line
A fully optimized Google Business Profile is not optional for roofing companies that want to dominate local search. It is the foundation that every other local SEO effort builds upon. Start with your categories, complete every section, upload photos weekly, generate reviews consistently, and post regularly. The roofing companies that treat their GBP as a living, breathing marketing asset—rather than a static phone book listing—are the ones winning the map pack in every market.
