How to Grow Your Roofing Company with Facebook Ads
August 18, 2022 by Service Direct

How to Generate Roofing Leads with Facebook Ads


Updated on February 13, 2024

Facebook has over 2 billion users and continues to grow, which is why it’s no surprise that Facebook ads are one of the most popular ways to advertise for small businesses. And with 30% of consumers reporting that they patronized a small business as the result of a Facebook ad, it’s easy to see why. 


Facebook ads allow you to target a very specific audience with your message, and you can use Facebook's powerful algorithms to make sure your roofing ads are shown to people who are most likely to be interested in what you have to say. 

However, in order to take full advantage of Facebook ads, you must first understand how they work.

Free Download: The Ultimate Roofing Marketing Guide

In this article, we will describe ad types, objectives, budgets, and audience targeting. We'll also include examples of Facebook ads for your roofing business

With so many roofing companies, content creators, and affiliate marketers competing for attention on Facebook, it is important to make sure your roofing ads stand out from the rest.  So if you're looking to use Facebook to generate more customers for your roofing business, the tips in this blog should help you along the way.

paid social media ads vs. organic social media posts

Before we dive too deep into understanding what Facebook ads are and how they can help you with your roofing advertising strategy, it’s important to make sure you understand the difference between organic social media and paid social ads. 

Put simply, your organic social media strategy will include any posts that you create without paying money to do so. In other words, when you post new photos, add status updates, or share positive reviews and experiences from your customers, those are organic social posts. 

Organic social is crucial for engagement and authenticity, as many people take roofing advertisements with a grain of salt because they are created with a strong financial goal in mind. Plus, with 60% of small businesses posting on Facebook at least weekly, you can’t afford to miss out on organic social posting. 

Paid social ads include visual and text ads that you pay money to have promoted to the right people, influencer partnerships that you sponsor, and more. Anything that requires money to get in front of people is considered paid social.

Although this concept may seem simple, it’s a crucial element to understand when developing your small business marketing strategy. 

How Can Facebook Help You Achieve Your Marketing Goals?

Facebook roofing ads are a vital piece of any roofing marketing strategy because they allow you to target roofing customers based on their location, age, gender, and interests. 

Facebook also allows you to target Facebook users who have already visited your website. Because of this, Facebook ads are an effective way to reach out to potential customers and generate quality roofing leads for your business.

When used correctly, Facebook ads can be a powerful tool for driving sales and growing your business. However, it can also be costly if not used correctly. As a result, it’s essential to understand how Facebook ads work and how to create an effective campaign before diving in headfirst. 

With a little bit of planning and research, Facebook ads can be a valuable addition to your roofing marketing strategy.

Schedule Free Marketing Consultation

What are Facebook roofing Ads and How Do They Work?

Facebook offers a variety of ad types that can be used to reach potential customers, and understanding the different options is an important part of getting the most from your Facebook ads spend. 

Facebook Ad TypesFacebook in-app ads are served within the Facebook app and can be a great way to reach users who are already engaged with the platform.

In-app ads to your website is served within other apps and can be an effective way to reach users who may not be as familiar with your brand. 

3rd-party Facebook ads to your website are served on websites and apps that partner with Facebook and can be a great way to reach a broader audience. 

No matter which type of Facebook ad you choose, understanding how each one works is essential for getting the most from your investment.


One of the fastest-growing types of content out there right now is video. People, especially the younger generation, are more engaged with short-form video content than nearly any other type of content

This is largely due to the popularity of TikTok, the video-focused social media platform with over 1 billion active users. In fact, 33% of consumers between the ages of 18 and 29 reported patronizing a small business as a result of a TikTok ad—a number we can only expect to grow. 


Because of this, Facebook video ads are going to be a surefire way to connect with potential customers. 

But, not all video ads are made equal. Keep these tips in mind when creating video campaigns to ensure success:

  • Keep your videos short, preferably under 3 minutes, in order to quickly connect with potential customers and avoid turning away anyone who doesn’t have the time or energy to watch a longer video. 
  • Make sure your value proposition is at or near the beginning of your video. In order to combat the mindless scrolling habit many consumers have, you need to hook them in right away by telling them why they should care.
  • Prioritize accessibility by using easy-to-read captions for every video and removing any flashing or excessive blinking that might trigger seizures. Plus, when it comes to captions, this is also important to connect with anyone who prefers to browse without sound. 


Source: Prestige Roofing

While video roofing ads might take more time to create than the average image or text-based ad, the returns they yield outweigh the costs of development nearly every time. 


Facebook ads are a great way to get roofing traffic to your website, which is where Meta Pixel comes in. 

Meta Pixel is a snippet of code that you add to your site that tracks conversions that occur from traffic sent to your site through your Facebook ads. If you truly want to see high levels of success with driving traffic to your site via Facebook ads, you’ll need to have Meta Pixel installed.

Meta Pixel allows you to track the number of people who click on your ad that actually convert into roofing leads or customers. This information is vital for understanding the effectiveness of your Facebook ads campaign and ensuring that you are getting a positive return on investment.


Facebook ads for roofers can be a great way to target potential customers and grow your business. However, it is important to understand the different objectives available in order to create an effective campaign. 

The 3 categories are Awareness, Consideration, and Conversion:

  • Awareness objectives are designed to increase brand awareness and reach as many people as possible.
  • Consideration objectives are designed to get people interested in your product or service.
  • Conversion objectives are designed to get people to take action, such as making a purchase.

By understanding the different objectives, you can create a campaign that is tailored to your specific goals. Facebook ads can be an effective tool for growing your roofing business, but only if you use the right objective for your campaign.


In order for Facebook ads to be effective, they need to be constructed correctly. 

One of the most important aspects of an effective Facebook ad is the image. The image is what will first catch a potential customer's eye and draw them into the ad. For this reason, it is important to use bright colors and images that will stand out.
It is also important to use images that evoke positive emotions, such as happiness. For example, a smiling family in front of their brand new roof. 

Using humor is also a great way to make your roofing advertisement more memorable. Whether that means using a pun, creating a meme, or using humor in another way, this is a surefire way to connect with potential customers. 

Finally, make sure that text takes up no more than 20% of the image, although ads will no longer get rejected if there's more text, ads still perform much better when you stick to the 20% rule. 

By following these tips, you can create Facebook ads that are more likely to stick out and convert into roofing leads.


Facebook ads allow you to set a budget for the amount you want to spend. We recommend that you set your budget at the campaign level so that Facebook can optimize where your roofing advertisements are shown to get the most results.

An analytics-driven platform, Facebook uses its algorithms to show your ads to people who are most likely to convert. In other words, you're not just paying for ad space—you're paying for results. 

That's part of what makes Facebook ads so effective. When done correctly, Facebook ads can be a powerful way to grow your roofing business.


With Facebook's targeting options, you can make sure that your ads are being seen by the people who are most likely to convert. 

Here are 4 of the most effective ways to utilize Facebook audience targeting for your roofing business:

  •  Target your current and past customers. Facebook allows you to upload lists of your customers' contact information so that you can target them directly with your ads. This is an especially effective strategy if you have a special offer or promotion that you want to promote to your existing customer base.
  • Target similar people as your current customers with lookalikes. Facebook's Lookalike Audiences feature allows you to create an audience of people who have similar characteristics to your existing customers. This is a great way to reach new potential customers who are likely to be interested in your roofing services.
  • Target specific service areas and include them in your ads. When you're creating your ad copy and images, be sure to include mention of specific service areas that you cover. Facebook allows you to target roofing customers in specific geographic locations, so this is a great way to make sure that your ads are being seen by people who live in the areas that you serve.
  • Retarget your website visitors and blog post readers with a special offer. Facebook's retargeting features allow you to show ads to people who have already visited your website or read your blog posts. This is a great way to stay top of mind with potential customers and convert them into roofing leads or sales.

How Much Does it Cost to Advertise Roofing Services on Facebook?

The cost of Facebook ads varies depending on a number of factors, such as your target audience, the geographical area you are targeting, and the time of year. Not to mention that every industry will have varying costs. 

The average cost per click for Facebook ads is $2.50 and the average cost per thousand impressions is $11.49. Clearly, Facebook ads are a relatively inexpensive way to reach out to potential customers as well as an effective way to generate roofing leads for your business. 

With some careful planning, you can easily create an effective Facebook ads campaign that fits your budget.

For example, targeting homeowners in your area who are likely to need roofing services is a good way to get started. You can also try running your Facebook ads during off-peak times when costs are typically lower. 

By taking the time to research and plan your Facebook ads campaign carefully, you can keep your costs down and reach a wide audience of potential customers.


As with any marketing strategy, you are going to want to make adjustments to your Facebook ads strategy in order to maximize your ROI.

Fortunately, there are a few clear things to keep in mind when looking to improve your Facebook ads ROI:

  • Find the right frequency for you and your customers. 
  • Stay relevant by highlighting your newest and best offers and products. 
  • Ensure your roofing advertisements are clearly branded. 
  • Create video ads that are engaging with the sound off. 

These are just a few of the improvements that you might consider when adjusting your Facebook ads. The reality is that there is no one size fits all solution to seeing high returns on your ad strategy, but with some tweaks, you’re sure to find what works for your roofing company. 

Roofers' Successful Facebook Ads

Facebook ads can be a great way to grow your roofing business, but with so many options available, it can be hard to know where to start. Luckily, we’ve done the research for you and compiled a list of the most effective Facebook ads for roofers.

Free Download: The Ultimate Roofing Marketing Guide

Take Advantage of Seasonal or Timely Deals by Implementing Conversion Ads

For roofing businesses, seasonal Facebook ads are a great way to attract customers. As most roofing projects are undertaken in the spring and summer, running Facebook ads during these seasons ensures that potential customers are aware of your business when they are beginning to plan their roofing projects. 


Source: BesTex Solutions

Use Before and After Ads to Build Trust

Another type of Facebook ad that can be particularly effective for roofers is a “Before and After” ad. 

This type of ad showcases the before and after photos of a roofing project, highlighting the quality of the work. “Before and After” ads are especially effective because they allow potential customers to see the results of your work firsthand.


Source: Discount Maintenance Service LLC

Feature a Customer Testimonial on your Engagement Ads.

When it comes to roofing businesses, customer testimonials can be a powerful Facebook ad strategy. 

Why? Because potential customers want to see that your business is reliable and trustworthy. And what better way to show that than by featuring positive reviews from past customers? 

32% of consumers report turning to Facebook when researching a business. So by featuring customer testimonials in your Facebook ads, you'll be able to reach potential customers right where they're already searching for businesses.


Source: Discount Roofing 


Facebook ads are a great way to attract new customers for your roofing business. With Facebook ads, you can target roofing customers in your area as well as other key demographics who are interested in your services. 

Facebook also allows you to track the results of your ads so you can see how many people clicked on your ad and how many people bought something from your website. 

Roofing is a competitive industry, and Facebook ads can give you the edge you need to attract new customers. Thanks for reading and good luck with your roofing advertising!

Related Content

Download Roofing Marketing Guide

Start Growing Your Business with No Risk Get Leads Now