Let's TalkLet's TalkFacebook and Instagram can fill a roofer's replacement pipeline between storms - if the ads look like a local company that will be here next year, not a crew that arrived with the hail.
If you run Meta ads, we review the account, the forms and where last quarter's leads went, and show which campaigns produced inspections and signed roofs. If you do not, we look at your projects, your area and your average job, and tell you whether replacement campaigns would pay.
Four failures we see repeatedly in this vertical, and what each one actually costs.
The standard roofing Facebook ad - a free inspection, a stock photo of shingles, a form with three fields - produces a lot of leads and very few roofs. Free inspections attract people with no damage, no budget and no intention of replacing, and every one of them costs a salesperson's afternoon. The cost per lead looks wonderful until someone counts the signed contracts.
After a hailstorm, out-of-town crews flood local feeds with urgent, generic ads. Homeowners have been warned about them, and a genuine roofer's ad that looks the same - no address, no real projects, urgency in capital letters - inherits the suspicion. In a feed, trust is decided before anyone reads the copy.
Ads that hint at a free roof paid for by insurance, or offer to take care of the deductible, attract exactly the wrong customers - and offering to waive or cover a deductible is illegal in some states. Even where it is legal, it is the message regulators and wary homeowners associate with storm chasing.
A roof replacement is researched over weeks, often between partners, and compared across several quotes. Roofers that call a Facebook lead once and move on lose those buyers to whoever stays in touch with useful information - material options, project photos, what the process involves.
Business outcomes rather than dashboard metrics. None of these is a guaranteed number - where we do guarantee something, it is written into the offer above.
The real deliverables, not a list written to make a proposal look thicker.
Not the general agency pitch. The reasons that only apply to this kind of business.
Storm demand will find you through search and referrals; it does not need a feed. What a roofer's Meta budget is best at is the steady replacement pipeline in the months between storms - homeowners with ageing roofs, planning ahead. We aim campaigns there, and leave the storm surge to the channels built for urgency.
No 'free roof', no deductible offers, no fake urgency. Every ad we build shows your real projects, your address and your years in the area, and explains the claim process honestly where it matters. It produces fewer leads than a free-inspection blast, and the ones it produces are homeowners who already believe you are the genuine local company.
A roofing lead is only worth its share of the roofs that get signed. We sort leads at the form, trace each one to an inspection and a contract, and send the signed jobs back to Meta so it learns which homeowners to find - not which ones fill in forms.
Your recent jobs, photos and drone footage, and which neighbourhoods they were in.
Roof age, problem, claim status and address before anyone calls.
Name, address, warranties and real projects in every ad.
Aimed at your service area between storms, not during them.
Projects and material options for people still deciding.
Signed roofs sent back to Meta, spend moved to what converts.
The parts of this that come from having run it in this industry before rather than from running it well in general.
A short aerial clip of a finished roof on a local street is the most effective creative a roofer can run. It is unmistakably real, shows the quality of the work and makes the company look established - everything a stock image cannot do.
Homeowners comparing asphalt, metal and other materials for a replacement are researching weeks ahead. A clear, short explanation of options reaches them before they shortlist roofers - and makes you the reference they come back to.
Explaining how inspections, adjusters and deductibles work - within your state's rules on what contractors may do - attracts homeowners with genuine claims and repels the ones looking for a free roof. It is persuasive precisely because it promises less.
Leading with monthly payments can put an ad into Meta's financial products and services special ad category, which restricts targeting. Selling the roof in the ad and explaining financing on the landing page keeps your targeting intact.
None of our case studies is a roofing company. The nearest is a residential real estate team where we ran Meta and Google, rebuilt targeting around six high-intent zip codes and automated follow-up for buyers on 90-day-plus timelines - 2,400+ leads at $28 each and 146 closed deals. Targeting the right neighbourhoods and staying in touch through a long decision is exactly what roof replacement campaigns need.
Read the full case studyFor replacement work between storms, they can - especially with real project creative and a form that sorts jobs. They are a poor fit for emergency leaks, which are searched for, and they backfire when they look like storm-chaser ads. Judge them on signed roofs, not lead counts.
Not as the headline. Free inspections attract people with no damage and no intention to replace, and they cost a salesperson's time for every lead. Lead with your real work and an honest explanation of the process, and offer an inspection as the next step for people who have shown real interest.
Carefully and honestly. Explaining how the claim process works can help genuine claimants, but never promise a free roof or offer to cover a deductible - doing so is illegal in some states and attracts the worst kind of lead. Rules on what contractors may do in a claim vary by state.
Search and referrals usually capture storm demand better, and post-storm feed ads look like storm chasing. If you do run them, show your local address, history and real projects, and keep the message calm. Between storms is where Meta does its best work for roofers.
Ask the sorting questions in the form - roof age, the problem, claim status and address - consider the higher-intent form type, and reply within minutes. Then send signed jobs back to Meta through the Conversions API so it optimises toward real customers.
Carefully. Since January 2025, US ads for financial products and services must run under a Meta special ad category with restricted targeting, and an ad promoting a financing offer can fall under it. We keep finance details on the landing page unless a campaign genuinely needs to lead with them.
Start with a focused replacement test in your strongest neighbourhoods, measured in inspections and signed roofs. Roof margins can support meaningful spend once a campaign proves it produces contracts, but a small honest test should come first.
Written for owners weighing this up, whether or not they work with us.
This is one part of a bigger service. Here is the whole of it, and the closest neighbours.
No pitch deck, no discovery call you have to sit through. Tell us the situation and we will tell you whether we can help.