Do Facebook Ads Work for Roofers? (Spoiler: Yes — But Only If You Do It Right)

If you’ve ever wondered whether Facebook Ads are worth it for your roofing business, the answer is yes — but there’s a catch. Facebook Ads do work for roofers, but only when the right strategy, targeting, and messaging come together.

Let’s break down why Facebook can be a goldmine for roofing leads — and why so many contractors waste money without seeing results.

Facebook Isn’t Google — And That’s a Good Thing

On Google, people search for “roof repair near me” — so they already have intent. Facebook is different. You’re interrupting someone’s scroll with a roofing message they weren’t expecting.

That’s not a bad thing.

In fact, this “interruption marketing” is powerful when used well:

• You can reach homeowners before they start searching
• You can create awareness after storms or hail events
• You can retarget past website visitors who didn’t convert
• You can generate leads with lower ad costs than Google

Facebook is especially good at building local trust and brand recognition — even before people need a roofer.

How Roofing Companies Use Facebook Successfully

Successful roofing companies use Facebook Ads in 3 core ways:

1. Lead Generation Ads
   These ads offer something valuable like:
   • Free roof inspection
   • Storm damage check
   • Insurance assistance
   • Limited-time discount
   With built-in Facebook lead forms, users don’t even need to leave the platform. These are great for fast lead capture — especially on mobile.
2. Retargeting Ads
   If someone visits your site or fills out a form but doesn’t convert, Facebook lets you show them follow-up ads:
   • “Still need a roof inspection?”
   • “See why 500+ homeowners chose us last year”
   • Customer video testimonials
3. Brand Awareness & Community Presence
   These aren’t always about direct leads, but help your brand stay top-of-mind:
   • Project before/afters
   • Sponsoring local events or causes
   • Team introduction videos
   • Weather alerts and roofing tips

This type of content builds trust — and trust leads to phone calls later.

Why Facebook Ads Sometimes Don’t Work

Here’s why many roofers say “Facebook Ads don’t work”:

• Poor targeting (wrong audience, wrong area)
• Weak or generic ad creative
• No lead follow-up system in place
• Budget spread too thin
• Trying to “boost posts” instead of running structured campaigns

Like any tool, Facebook Ads only work if you know how to use them.

Want expert help running roofing ads that actually convert? Book a Free Facebook Ads Strategy Call

Best Types of Facebook Ads for Roofing Companies

Not all Facebook Ads are created equal — especially when it comes to roofing. The type of ad you run matters just as much as the audience you target. Some formats grab attention and generate leads fast, while others help build trust and brand recall over time.

Let’s explore the most effective types of Facebook Ads for roofing companies — and when to use each.

1. Lead Form Ads (Perfect for Quick Conversions)

Facebook’s native Lead Ads let users submit their name, phone number, and more without ever leaving the app. These work best when you offer something specific and valuable, like:

• “Free Roof Inspection in [City]”
• “Storm Damage? Book Your Free Quote Today”
• “Limited-Time Offer: $500 Off Roof Replacement”

Make it easy to say yes. Keep the form short — name, zip code, and phone number are often enough.

Use this format when:

• You want volume quickly
• You have a fast follow-up system in place
• You’re running a time-sensitive promo

2. Video Ads (Build Trust and Stop the Scroll)

Videos autoplay in-feed, making them a powerful way to grab attention. Great roofing video content includes:

• Drone footage of recent installs
• Before/after transformations
• Customer testimonial videos
• Your team on the job, showing professionalism

Keep videos under 30 seconds when possible. Add captions — most people scroll with the sound off.

Use this format to:

• Build awareness
• Retarget previous visitors
• Show proof of quality work

3. Carousel Ads (Great for Showcasing Work)

Carousel ads let you show multiple images or videos in a swipeable format. Ideal for:

• Showing a step-by-step roof replacement
• Highlighting multiple roofing styles or materials
• Featuring multiple customer projects or reviews

These ads are interactive and allow viewers to explore your work in a more immersive way.

Use this format to:

• Showcase portfolio work
• Compare service options
• Tell a visual story

4. Before-and-After Photo Ads

A classic in roofing — and it works.

Side-by-side before and after photos show clear transformation and quality. Add a short, strong caption like:

“Replaced in one day. Backed by a 25-year warranty.”

Use high-quality images. Bonus if you include a testimonial in the ad copy.

Use this format when:

• You want social proof
• You’re running retargeting campaigns
• You want to build trust with first-time viewers

5. Offer and Discount Ads

Promotions give people a reason to take action now. Great offers include:

• Free inspections
• Free gutter replacement with roof install
• Limited-time seasonal discounts
• Storm response inspections

Include urgency in your headline:

“This Week Only”
“10 Spots Left for Free Inspections”

Use this format to:

• Drive leads in slow seasons
• Create FOMO (fear of missing out)
• Re-engage old leads

6. Testimonial or Review-Based Ads

These use real customer quotes or screenshots from Google Reviews, paired with a photo or video. Example copy:

“They replaced our roof after the hailstorm — and handled our insurance too. So easy!”

These ads work because they remove skepticism and build social proof fast.

Use this format to:

• Retarget warm leads
• Differentiate from low-trust competitors
• Reinforce your reputation

Not sure which ad format fits your goals? Request a Free Roofing Ads Consultation

How to Target the Right Audience on Facebook

Even the best roofing ad won’t work if the wrong people see it. One of the biggest advantages of Facebook Ads is its precise targeting capabilities — but most roofing companies don’t use them to their full potential.

Let’s break down exactly how to target the right audience to get more leads, better engagement, and higher return on ad spend (ROAS).

1. Start with Geo-Targeting by ZIP Code or Radius

Roofing is local. Don’t waste budget targeting your entire state or region. Instead:

• Use ZIP code targeting for storm-hit areas
• Draw a radius around your main service cities (10–25 miles)
• Exclude ZIP codes you don’t want to serve

This ensures your budget is spent only on homeowners who are actually in your service area.

2. Target Homeowners, Not Renters

Facebook doesn’t let you filter by “homeowners” directly anymore — but you can use interest-based targeting and behavior signals to narrow in:

• Age range: 30–65+ is usually ideal
• Income level or household income (if available)
• Interests: home improvement, roofing, DIY, insurance, real estate, HGTV
• Behaviors: likely to move, recently moved, engaged shoppers

These signals help ensure your ad is reaching decision-makers who might actually need a roof.

3. Use Custom Audiences for Retargeting

Custom audiences let you re-engage:

• Website visitors
• People who watched your videos
• Past leads from a CSV/email list
• Facebook page engagers

This is where Facebook shines. Retargeting warm audiences often delivers 3x higher ROI compared to cold traffic.

Use this audience to:

• Remind prospects who didn’t book
• Show testimonials and social proof
• Offer discounts or limited-time inspections

4. Create Lookalike Audiences of Your Best Leads

Once you’ve had some success, create a lookalike audience from:

• Your lead list
• Your customer email list
• People who submitted forms or booked inspections

Facebook will find people who “look like” your best clients — same age, income, behaviors — and show them your ads.

This expands your reach without guessing who to target.

5. Target Based on Weather Events or Seasons

Timing is everything in roofing. Use targeting based on:

• Storm seasons (hail, hurricanes, wind events)
• Winter prep or spring leak repair
• Recent insurance spikes or claim windows

You can combine this with local weather triggers or run storm-specific copy:

“Just had hail in [City]? Get your free roof check today.”

This makes your ad feel relevant and urgent.

6. Exclude Past Leads or Unqualified Users

Use exclusions to keep your budget clean:

• Exclude people who already converted
• Exclude renters (via interest targeting)
• Exclude regions you don’t service

This prevents wasting spend on people unlikely to become customers.

Need help setting up high-converting Facebook audiences? Book a Free Roofing Ads Targeting Review

What Makes a Roofing Facebook Ad Convert?

You’ve targeted the right audience. You’ve chosen the right ad format. But none of that matters if your actual ad doesn’t convert. Roofing is a competitive market — and people scroll fast. You need to grab attention, build trust, and drive action in just a few seconds.

Here’s exactly what separates high-converting roofing Facebook ads from the rest.

1. A Strong, Specific Headline

Your headline is the first thing people read — and it must speak directly to their problem or goal. Avoid vague lines like “We Do Roofs.” Instead, try:

• “Storm Damage? Book a Free Roof Inspection Today”
• “New Roof in 1 Day — With 25-Year Warranty”
• “Trusted by 500+ [City] Homeowners Since 2005”

Make the benefit or urgency obvious.

2. Visuals That Stop the Scroll

Facebook is a visual platform. Your image or video must:

• Be bright, high-contrast, and clear
• Show real work — not generic stock photos
• Include real people when possible (smiling homeowners, your crew, a contractor pointing at a roof)
• Show before/after transformation or storm damage

If it looks like an ad, people will scroll past. If it looks like a story, they’ll pay attention.

3. A Clear, Action-Oriented Offer

Make your offer concrete and valuable. Examples:

• “Free Roof Inspection ($199 value)”
• “$1,000 Off Full Replacement — This Month Only”
• “No Payments Until 2026 — Book Your Free Quote Now”

Avoid asking people to “Learn More” unless that’s truly the best CTA. Use “Book Now,” “Get a Free Quote,” or “Claim Offer.”

4. Social Proof That Builds Trust

People trust people — not ads. Add social credibility:

• Mention review count: “Rated 4.9★ by 327 homeowners in [City]”
• Include a short testimonial in the ad copy
• Show a badge: “BBB A+ Rated” or “GAF Certified Installer”

Bonus: Run review/testimonial-style ads as retargeting to reinforce your reputation.

5. Mobile-Friendly and Fast Loading

Most Facebook users are on mobile. Ensure:

• Your landing page loads in under 3 seconds
• The lead form works flawlessly on mobile
• Phone numbers are click-to-call
• Fonts are easy to read on small screens

A laggy or broken mobile experience kills conversions.

6. Clear and Compelling CTA

Your CTA should:

• Match the ad message
• Use action verbs: “Get,” “Book,” “Claim,” “Schedule”
• Create urgency: “Today,” “Now,” “Before the Storm Hits”

Example CTA copy:

“Get Your Free Roof Inspection in 24 Hours — Click Below to Schedule”

And make sure the CTA button in your ad matches — don’t say “Book Now” and then use a “Learn More” button.

Want help designing roofing ads that actually bring in leads? Schedule Your Free Ad Performance Review

Facebook Ads vs. Google Ads for Roofers: Which Is Better?

If you're a roofer trying to decide where to spend your marketing budget — Facebook or Google — you're not alone. Both platforms can generate leads, but they operate in fundamentally different ways.

Here’s a side-by-side comparison to help you understand which is better for your roofing business — or how to use both together for maximum results.

Facebook Ads: Great for Awareness and Demand Generation

Pros:

• Cheaper cost per click (CPC) than Google
• Incredible audience targeting (location, interests, behavior)
• Great for retargeting site visitors or past leads
• Ideal for storm/event-triggered campaigns
• Strong visual storytelling with photo/video formats

Cons:

• You're interrupting — not capturing — intent
• Leads might be colder (they didn’t “ask” for a roofer)
• Requires solid follow-up to convert

Best For:

• Getting in front of homeowners before they need a roofer
• Creating brand awareness in local markets
• Generating leads during hail, wind, or storm seasons
• Retargeting people who already interacted with your brand

Google Ads: Great for Capturing Intent

Pros:

• People are actively searching for roofers (high intent)
• Easy to target by service keywords like “roof repair near me”
• Immediate visibility on Page 1 of search results
• Better-qualified leads, ready to buy or book

Cons:

• Higher cost per click (especially in competitive cities)
• Ad creative is limited to text — less visual impact
• Easier to waste money if your keywords or landing pages aren’t well optimized

Best For:

• Capturing people actively searching for roofing services
• Emergency jobs (leaks, repairs, insurance claims)
• Consistent lead flow year-round

So, Which One Should You Use?

✅ If you’re just getting started and want fast, high-intent leads:
Start with Google Ads, but be prepared for higher competition.

✅ If you want to build long-term brand presence and generate warm leads over time:
Invest in Facebook Ads — especially retargeting and storm-triggered campaigns.

✅ Want the best of both worlds?
Use Google Ads for capturing demand, and Facebook Ads for creating it.

Homeowners might search on Google, but they’ll recognize you from Facebook. That’s where trust is built.

Want a free audit of your current roofing ads — Facebook or Google? Get a Strategy Session Here

FAQ

Do Facebook Ads work for roofing companies?

Yes, Facebook Ads can generate quality leads for roofers — especially when using the right targeting, creative formats, and follow-up systems. Many successful roofing companies use Facebook for brand awareness, lead generation, and retargeting.

What type of Facebook Ads work best for roofers?

The most effective formats include lead form ads, before-and-after photo ads, testimonial videos, and storm-related promotions. Each serves a different purpose depending on your campaign goal.

How should roofers target Facebook Ads?

Target by location (ZIP code or radius), age range, interests related to homeownership, and behaviors like recent movers. Custom audiences and lookalike audiences also perform well for retargeting and scaling.

How much should a roofing company spend on Facebook Ads?

Budgets vary, but a minimum of $500–$1,000/month is recommended to gather data and generate meaningful results. For storm-season or high-volume lead gen, $2,000+ is common.

Are Facebook Ads better than Google Ads for roofing?

Facebook Ads are better for generating awareness and demand, while Google Ads capture people already searching for a roofer. The best strategy is to use both together for maximum exposure and lead volume.

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