Facebook Ads for Roofers: What Works and What Wastes Money

Facebook and Instagram reach homeowners before they start searching. That is the strength and the difficulty.

How it differs from Google

On Google, the homeowner is looking for a roofer. On Facebook, they are looking at family photos. Your ad interrupts them. So the offer has to be simple and low-risk.

What tends to work

• A free roof inspection. Easy to say yes to.
• A local, real look. Your trucks, your crew, a roof in a street they recognize. Stock photos get ignored.
• A reason now. After a storm, before winter, roof age.
• A short form. Name, phone, address. Every extra field loses people.
• Proof. Review count, years in business, a warranty.

What wastes money

• Sending clicks to your home page. People get lost. Use one page with one action.
• Boosting posts. It buys likes, not inspections.
• Targeting too wide. Keep to your real service area.
• Changing ads every two days. The system needs time to learn.
• Slow follow-up. This is the big one.

Follow-up is half the campaign

A Facebook form is filled in ten seconds. The homeowner forgets it almost as quickly. If you call the next day, many will not remember asking. Reply within minutes by text, then call. See speed to lead in roofing.

Judge it by inspections, not clicks

Track cost per inspection held and cost per sold job. Cheap leads from Facebook often book at a low rate, so cost per lead tells you very little. More in cost per lead vs cost per sold job.

Know the rules

Meta has advertising policies on claims and on how you describe people. Avoid promises of savings you cannot prove, and write to "homeowners in [city]", not to personal situations.

Questions roofers ask