Facebook Ads for Roofing Contractors: A Practical Lead System (Not Just “Boosted Posts”)

If you’ve tried Facebook ads for roofing, you’ve probably experienced one of these:

• You got leads… but they were low quality.
• You got likes and comments… but no booked inspections.
• A “boosted post” spent money and you have no idea what it actually did.

The truth is: Meta ads can produce great roofing leads, but only when you treat it like a system:

Offer → audience → creative → conversion path → speed-to-lead → booked inspections → proof → retargeting

This guide is the practical version. No fluff. No “secret hacks.” Just what works for roofers.

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Quick takeaways

• Roofing Meta ads work best with one clear offer and one clear next step.
• Lead quality is more about pre-qualification + follow-up speed than “targeting tricks.”
• Use separate campaigns for: storm damage, repairs, replacement, commercial (if you do it).
• Lead forms can work — but only with fast follow-up and 1–3 qualifier questions.
• Retargeting is how you win the “comparison” phase.

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What roofers should advertise (offers that people respond to)

Roofing buyers rarely want “roofing.” They want a specific outcome:

• “I think I have storm damage — I need an inspection.”
• “My roof is leaking — I need someone soon.”
• “We’re replacing the roof — I need a quote from someone I trust.”

Offers that typically work if you can deliver:

Storm damage

• “Storm damage inspection + photo report”
• “Hail damage check in under 30 minutes” (only if realistic)

Replacement

• “Roof replacement estimate + options”
• “Financing available” (only if true)

Repairs

• “Leak inspection + repair plan”

Avoid generic hype. Calm clarity attracts better homeowners.

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A simple campaign structure (easy to manage)

Start with three campaigns:

Campaign A: Lead capture (Storm / Replacement)

• Objective: Leads (Instant Form) or Conversions (Landing page)
• Creative: inspection offer + proof

Campaign B: Retargeting (7–30 days)

• Website visitors
• Lead form openers
• Video watchers (25%+)

Campaign C: Proof builders (Reviews + projects)

• Objective: Video views or Engagement
• Goal: build warm audiences and trust

If you do commercial roofing, keep it separate (different buyer, different proof).

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Targeting for roofing (what to do instead of over-targeting)

Meta targeting changes often. For local services, you usually win by:

1. tight geography, and
2. strong creative that calls out the right homeowner.

Location

• Target the zip codes/cities you want.
• Exclude areas that never turn into good jobs.

Audience approach (recommended)

Option 1: Broad + local (often best)

• Location + age (e.g., 30+)
• Let creative qualify

Option 2: Light layering

• home improvement and remodeling interests (where available)
• keep it simple (avoid tiny audiences)

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Creative that wins for roofers (angles that feel real)

1) Before/after + short caption

• city name + job type + a simple result

2) “Photo report” angle

• show 2–3 example photos
• explain what you look for

3) Technician POV video

• 15–25 seconds
• “Here’s what storm damage looks like”

4) FAQ creative

• “Will insurance cover this?”
• “How long does a replacement take?”
• “Are you licensed and insured?”

Keep copy human: “No pressure — we’ll show you what we see and explain your options.”

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Lead form vs landing page (how to choose)

Lead forms

Best when:

• you want fast volume
• you can respond quickly by SMS/call

Add 1–3 qualifier questions:

• service type (storm/repair/replacement)
• city/zip
• urgency

Landing pages

Best when:

• you can answer calls quickly
• you have strong proof (photos, reviews)

Landing page checklist:

• click-to-call on mobile
• proof block
• short form
• simple FAQ

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Follow-up: where roofing leads are won

Speed-to-lead is the difference between “junk leads” and booked inspections.

Simple standard:

• call within 5 minutes when possible
• text immediately if missed
• 2 polite follow-ups over 48 hours

Text template: “Hi [Name] — thanks for requesting an inspection. What’s your address/city and is this storm damage, a leak, or a replacement quote?”

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Retargeting (the second-chance engine)

Most homeowners don’t book on the first click.

Retarget with:

• project gallery (carousel)
• reviews (readable)
• “how our inspection works” video

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A simple 30-day rollout plan

Week 1: one offer + 2–4 creatives
Week 2: add qualifiers + tighten geo + improve follow-up
Week 3: launch retargeting (proof stack)
Week 4: scale what produces booked inspections (not just leads)

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If you want roofing leads that feel consistent, build the system first. Then optimize.