Roofing - Lead follow-up - 7 min read
6 Fields to Track Google Local Services Ads Roofing Leads
A Google Local Services Ads contact is not an inspection or a sale. Six fields keep the original request, owner, and next action clear after it reaches a roofing team.
A Local Services Ads contact is the start of a record
A homeowner finds your roofing company through Google Local Services Ads, calls, leaves a message, or asks for an estimate. That contact is not an inspection, a quote, or a booked job. It is the beginning of a request that still needs a person to understand it and decide what happens next.
The source matters because it tells the team where the conversation began. It does not tell the team whether anyone called back, whether the homeowner needs a repair or replacement, or whether an inspection was actually set. Those are separate facts.
Track the request, not a label
It is easy to write 'Google lead' on a note and assume that is enough. It is not enough for the person who opens the record tomorrow. They need the homeowner's original context, the point in time the request arrived, and the work that is still owed.
A short shared record is more useful than a long sales pipeline if the team can answer one question without guessing: who owns the next action on this request?
The six fields
| Field | What to write | Why it matters |
|---|---|---|
| 1. Source | Google Local Services Ads, plus the contact type if known. | Keeps the origin distinct without mistaking it for an outcome. |
| 2. Received | The date and time the request reached the team. | Shows when the conversation started without inventing a response promise. |
| 3. Homeowner request | What the homeowner asked for, property ZIP, and any stated urgency. | Lets the next person start from the request instead of a blank note. |
| 4. Owner | One person responsible for the next move. | Prevents the office and estimator from assuming the other person called. |
| 5. Last action | What actually happened: voicemail left, inspection discussed, or homeowner asked to wait. | Separates a real action from an assumption. |
| 6. Next action | A specific task and timing, such as 'Luis - call Thursday after 4 p.m.' | Turns an interested contact into visible work. |
1. Keep the source separate from the outcome
Source answers where the homeowner found you. Outcome answers what happened after the team responded. Those should not be merged into one field.
For example, 'Google Local Services Ads' is a source. 'Inspection booked' is an outcome. 'Voicemail left' is a recorded action. A record that mixes them makes it hard to see what remains open.
2. Record when the team received it
The received time does not create a universal rule for how fast a team must respond. It gives the office the basic context needed to review what came in today, yesterday, or after hours.
If a request arrived at 8:30 p.m. and the team opens at 8 a.m., the useful morning question is not whether someone broke an arbitrary timing rule. It is whether the request has a named owner and a real next action now.
3. Preserve what the homeowner actually asked
'Roofing lead' does not tell an estimator enough. 'Leak over the garage, homeowner asked for a morning callback, ZIP 75209' gives the next person somewhere to begin.
Do not turn the homeowner's wording into a diagnosis. Record the reported problem, the address context you have, and any urgency they expressed. The estimator can determine scope later.
4. Give the next move one owner
The office may answer first. An estimator may later run the inspection. Production may matter after a job is sold. Those roles do not remove the need to name the person responsible right now.
One owner does not mean one person does all the work. It means nobody has to infer who is carrying the request between one action and the next.
5. Write the last action without adding a story
Write what happened, not what you hope it means. 'Called Tuesday at 2:10; no answer' is useful. 'Not interested' is not useful unless the homeowner actually said it.
The same discipline applies after an inspection conversation. An attempted call is not a booked visit, and an appointment discussion is not a completed handoff.
6. Make the next action concrete
'Follow up' is a reminder, not a plan. 'Maya - call Friday morning after the adjuster meeting' tells the team who needs to act, when, and why.
Status can sit beside these six fields to show whether the request needs action, is in progress, was booked, or is not moving forward. It should describe the current state, not replace the next action.
Where Kaldwick fits
Kaldwick does not connect directly to Google Local Services Ads or pull its calls and messages into the product. A request submitted through a Kaldwick quote link keeps its form source and context in the request record.
For a Local Services Ads call, message, or booking that began elsewhere, add the details to the team's record before using the same owner, last-action, next-action, and status routine. Kaldwick makes that work visible; your team decides the follow-up and makes the calls.
For a lightweight starting point, download the Free Roofing Follow-Up Tracker. For the fuller daily routine, see Roofing Lead Follow-Up: A Clear Process for Small Teams.
Frequently asked questions
What should I track for a Google Local Services Ads roofing lead?
Track the source, received time, homeowner request, current owner, last action, and next action. Keep the source separate from whether an inspection was booked or the request was closed.
Does a Google Local Services Ads contact mean the inspection is booked?
No. It means a homeowner initiated contact. An inspection is booked only after the homeowner and contractor actually agree on a time.
Does Kaldwick integrate directly with Google Local Services Ads?
No. Kaldwick does not pull Local Services Ads calls or messages into the product. Requests submitted through a Kaldwick quote link are recorded there; requests from other channels need their details added before they enter the same routine.
Should the office or estimator own a Local Services Ads request?
Name the person responsible for the next action. That may be an office team member first and an estimator later. The point is that the record always shows who owns the current move.