Google Business Profile for roofers, field by field

Google's rule is "Select a primary category that best describes your business." It also warns, "Do not select a category for every product or service." The category choice affects ranking, since Google says "The categories you select affect your local ranking on Google."

Google publishes no category list, so names come from third-party guides. ShiftFlow's roofer playbook says "For most roofers, the primary answer is Roofing contractor." It names Gutter service, Gutter cleaning service, Siding contractor, Skylight contractor, and Snow removal service as adjacent categories, and sets a high bar: "A line item on a roofing proposal is not enough." Treat those names as examples and confirm the exact wording in the category selector inside your own profile, since the list changes. Our category reference for contractors explains how we decide which ones to keep.

The same playbook puts the detail in services, not categories: "Roof repair, replacement, installation, storm work, estimate inspections, and material types remain Services." Adding each service you perform, with a plain description, lets a homeowner searching "hail damage inspection" see that you do it. Material types such as asphalt shingle, metal, tile, and flat membrane belong here too, but only the ones your crews install.

Google lists business hours, including special hours, as a profile field. Roofers should set normal hours accurately and use special hours for holidays. If you take emergency tarp calls outside those hours, state that in the description and on the website, but only if someone answers. A profile that promises round-the-clock help and sends callers to voicemail does more damage than one with honest hours. Our speed-to-lead setup covers how calls get answered.

Roofers go to the customer, so the profile should list the areas served instead of showing a street address to walk-ins. The rules for hiding an address and choosing areas are in the service area business setup guide. List only places your crews actually work, since a long list of distant towns is hard to keep honest.

Google says "You can show customers what you offer and tell the story of your business with photos and videos." For a roofer, useful photos are finished roofs, crews in safety gear, branded trucks, and before-and-after shots of repairs, taken on your own jobs. Stock images add nothing. Only post pictures of homes when the owner agrees, and keep identifying details such as house numbers out of frame.

Google says reviews and ratings can help local ranking. Reply to every review, praise or complaint, in a calm tone that names the job type. Never offer discounts for reviews. The review generation process asks after each completed job.

Local Services Ads run separately from the organic profile. Google lists Roofing among its Local Services Ads categories, and says "You only pay when potential customers get in touch through your ads on Local Services Ads." The ads program uses a Google Verified badge. Many roofers keep a strong organic profile and add the paid placement, and the guide to Local Services Ads, SEO, and PPC compares the three.

The name, phone number, and service area on the profile must match the website and directories. Our Business Profile management work includes a category audit, and the free audit checks consistency against your site. For the wider search picture, see roofing SEO.