Instagram Ads for Roofers: Reels That Generate Real Leads (Not Just Views)
A roofing-specific guide to Instagram Reels ads: hooks, scripts, creative formats, targeting, and how to move viewers into booked inspections.
Instagram can feel like a place for trends — not roofing leads.
But Reels ads can work extremely well for roofers because they build trust fast. Homeowners hire roofers when they feel safe.
This guide gives you a repeatable system for Reels that turn into booked inspections.
The mistake roofers make on Instagram
Most roofing Reels are either:
- purely educational with no clear next step, or
- overly salesy and generic (“best roofer!”)
The sweet spot is:
helpful + local + proof + clear CTA
Reels formats that convert (copy/paste ideas)
1) “What we found” (15–25s)
Hook: “This roof looked fine… until we lifted one shingle.”
CTA: “Want a photo report? Book an inspection.”
2) “3 things we check after hail” (20–30s)
Use text overlay for each point.
CTA: “If you had hail last week, message us ‘CHECK’.”
3) Before/after (10–15s)
Caption: “Roof replacement in [City].”
CTA: “Get a quote.”
4) FAQ Reel (15–25s)
Pick one: insurance coverage, timeline, warranty, decking.
A simple script roofers can record
Use this pattern:
- Local context: “In [City], we see this a lot after storms.”
- One problem: “Here’s what it means.”
- Next step: “Here’s what to do.”
Example: “In [City], we see this after hail. These bruises can turn into leaks months later. If you want, we can do a quick inspection and send a photo report.”
Targeting and placements
Start with:
- Reels + Stories placements
- tight location targeting
- broad local audience (e.g., 30+)
Let the creative qualify the viewer.
What to do after someone watches
Retarget viewers (25%+ watched) with:
- project gallery
- reviews
- the inspection offer
A simple weekly plan (roofers)
- 2 “what we found” Reels
- 1 before/after
- 1 FAQ
- 1 “how inspection works”
Then retarget watchers with proof.
If you want Instagram to produce leads, your Reels must make the homeowner feel confident choosing you. Show the process, show proof, and make the next step obvious.
