Roofing is competitive, and depending solely on word-of-mouth referrals and yard signs may not be enough to keep your new client pipeline full. If you want a steady flow of leads, Facebook ads are one of the most effective and affordable ways to get in front of local homeowners and businesses.
In this guide, we’ll show you how Facebook ads work, why they’re ideal for roofing companies, and how to launch your first campaign the right way.
What are roofing Facebook ads?
Facebook ads are paid posts that appear in your target audience’s News feed, Stories, or even across platforms like Instagram, helping you reach potential customers where they’re already active. You can use them to promote specific services (like roof repairs or storm damage inspections) or to build brand awareness in your roofing service area.
The ads are run through the platform’s Ads Manager, which is part of Meta for Business. In each new ad you design and launch, you can include photos, videos, lead capture forms, and direct contact options for prospective clients.
Facebook ad formats for your roofing business
Not all Facebook ads look or work the same way. Choosing the right format can make a big difference in how homeowners engage with your offer. Some ad formats are better for building brand awareness, while others are designed to drive quick leads.
Here are the top Facebook ad options roofers should know about:
1. Image ads
Image ads let you promote a single service or product with a high-quality photo. You can include a before-and-after picture of a recent job, or a friendly photo of a qualified roofing contractor. In these ads, the image should be eye-catching, appealing, and show something homeowners can relate to.
2. Video ads
Video ads let you bring a live-action clip right to your audience. Grab attention by using a time-lapse of a roof installation, a customer testimonial video, or drone footage that highlights work in a neighborhood where you’d like to book more jobs.
3. Carousel ads
Carousel ads are perfect for when you have more than one picture you want to share. Showcase different roofing services, types of shingles homeowners can choose from, or phases of a project.
In this example, a roofing company used a carousel of images to attract job seekers and experienced roofing pros—helping them grow their team and build their business easily.
4. Lead ads
On Facebook, lead ads let users submit their contact info directly from the roofing ad in a single click. As a result, these ads are the perfect campaign to run if you want to collect contact information for estimates, quotes, or to build your email newsletter list.
5. Messenger ads
Messenger ads look like regular Facebook ads, but they include a call-to-action that opens a chat in Facebook Messenger. The Messenger format makes it easy for potential customers to ask questions, request quotes, or schedule inspections without leaving the platform. It’s a great way to start conversations and respond instantly.
Pro Tip: If you choose to use Messenger ads, make sure to have someone on your team ready to respond. Prospective customers will see how quickly your business usually answers requests.
READ MORE: Get more customers quickly with proven roofing marketing strategies
Benefits of Facebook ads for roofers
Facebook ads are a cost-effective way for roofing companies to reach local homeowners when they need you most. From generating roofing leads to building brand awareness, here’s how Facebook ads can work in your favor:
- Zone in on your ideal market: Target homeowners right in your roofing service area—down to the exact zip code. This lets you reach the exact neighborhoods where you’re already working or looking to expand your roofing business.
- Control your roofing advertising budget: You can start with just a few dollars per day, which makes this type of advertising accessible even for small businesses. Once you find out which ads work best, scale up or dedicate more ad spend.
- Show off your work: Before-and-after photos, drone shots, and customer testimonials all help build trust and show the quality of your craftsmanship.
- Generate quality leads: Roofing lead forms make it simple for homeowners to request a quote or inspection from their phone. You can collect names, emails, and phone numbers within the Facebook app, without sending them to a separate website.
- Boost brand visibility: Even if someone doesn’t need a new roof now, they’ll remember your business when they do. Ads help keep your name top-of-mind year-round.
- Stay competitive: If other roofing companies in your area are running Facebook ads, you should be too, or you might risk falling behind when it comes to visibility and brand awareness.
The best Facebook ads have messaging that’s cohesive with your brand.
For instance, if I have a super premium-priced brand, our services are really expensive, and I want those affluent clients, I’m probably not going to jump on there and say, ‘Hey, we’re going to get 40% off a roof and gutter cleaning.’ I’m not going to be getting my target clients from that.
So, I like to just use Facebook as a way to spread the message of our brand, showcase our employees, and show what we’ve done around the community.
How to set up roofing ads on Facebook
Getting started is easier than you might think, even if you’ve never built a campaign on Facebook before. With the right setup, your ads can start generating roofing leads quickly.
Here’s a step-by-step overview to help you launch your first campaign successfully:
- Create or update your Facebook Business Page. First, you’ll need to have your Business page set up. Make sure your contact info, services, and reviews are current.
- Set up Meta Ads Manager. This is where you’ll create, manage, and track your ads.
- Choose your campaign objective. For roofers, “Lead Generation” or “Traffic” are good starting points. These are also easier options if you’re new to running ads.
- Define your audience. Target by location (city or zip), age, homeowner status, and more. The more demographic information you have about potential clients, the more effective each ad campaign will be.
- Add creative and copy. Upload your image or video and write a short, clear caption with a call-to-action that tells the viewer what they should do next. If you don’t have access to a graphic designer, simple tools like Canva offer plenty of templates you can use to get started.
- Set your budget and run time. Start small (e.g., $10/day for 7 days) and see which ads perform best. You can decrease or increase your budget at any time.
- Monitor results. Check for leads, clicks, and cost-per-result to see what’s working.
- Install the Meta Pixel on your roofing business website. Although this is a more advanced step, the Pixel allows you to track users’ actions after clicking your roofing ad, allowing you to have an even greater understanding of who you’re reaching and why.
READ MORE: 12 roofing website ideas you should copy
Best practices for roofing Facebook ads
If you’re a roofing business owner looking to get more from Facebook ads, a few smart strategies can help you stand out, attract quality roofing leads, and make the most of your ad spend.
Don’t miss these tried-and-true best practices in the roofing industry:
- Use high-quality visuals that show real projects. Before-and-after shots, drone footage, or close-ups of your crew in action build credibility and trust. If possible, skip the stock photos and show people your original (and very best) work.
- Keep the copy short, clear, and benefit-focused. Highlight what the customer gets, like peace of mind, fast service, or free inspections. Example: “Storm damage? We’ll inspect your roof within 24 hours—no cost, no pressure.”
- Highlight seasonal or urgent offers. Tap into what homeowners need most. Spring maintenance, post-storm roof repair, or fall prep are all time-sensitive windows. Phrases like “Limited Time,” “Post-Storm Special,” or “Book Before First Freeze” create urgency.
- Always include a strong call to action (CTA). Tell people what to do next: “Get a Free Estimate,” “Schedule Your Roof Inspection,” or “Call Now.” When people know what to do, they are more likely to convert and book the job.
- Run ads during peak seasons for roof work. Homeowners are most responsive during spring clean-ups, after major storms, or in fall before winter hits. Time your campaigns to match these needs, and you’ll see stronger engagement.
- Include reviews or trust signals in your ads. Social proof works. Include a quick customer quote, your star rating, or “Over 1,000 Roofs Repaired Locally” to boost confidence and increase clicks.
- Retarget website visitors and leads. Don’t let interested visitors slip away. Set up Facebook retargeting ads to remind previous website visitors or form-fillers about your offer. This keeps you top-of-mind when they’re ready to act.
- Monitor performance and adjust weekly. Set aside time each week to check which ads are performing best. Watch metrics like click-through rate (CTR), cost per lead, and conversions to tweak images, copy, and targeting for better results.
If you’re looking for a cost-effective way to generate more roofing leads, Facebook ads are a smart place to start. With the right setup, visuals, and follow-up tools, you can turn social media marketing into a steady stream of new business.