Facebook may have started as a way to connect with friends and family, but today it’s a powerful tool for businesses.
In fact, 57% of marketers are investing in Facebook in 2024, and it generates the highest ROI (tied with Instagram) compared to other social media platforms.
For service-based businesses like roofers, Facebook ads offer an excellent opportunity to reach new audiences and generate leads—when done right.
In this article, we walk you through real examples of successful Facebook ads for roofers. These examples mark three major boxes:
- Short, compelling copy that highlights customer pain points and explains how your services resolve them.
- Bold, vibrant visuals that capture homeowners’ attention and stop their scrolling.
- A strong CTA that directs users to take action and drive conversions.
Along with the examples, we share key takeaways to help you create campaigns that resonate with your audience and get you more clicks and leads.
We also outline the key performance indicators (KPIs) you can use as a checklist to measure your campaign’s success.
But first, let’s see why Facebook ads are worth the investment for your roofing business.
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Do Facebook ads work for roofers?
Short answer, yes.
Unlike Yellow Pages ads (which don’t work anymore), there are multiple reasons why Facebook ads are a great marketing channel for roofers.
First, the platform’s targeting capabilities. Facebook’s advanced targeting options allow you to focus your ads on specific geographic areas where you operate. You can narrow down to zip codes, cities, or even a radius around your business location, ensuring your roofing ad reaches potential customers in your service area.
Beyond location, you can target homeowners based on age, income level, and interests related to home improvement or property ownership.
This way, your ads are shown to people most likely to hire your roofing services.
Also, there’s Facebook’s retargeting capabilities.
Facebook’s pixel technology allows you to retarget users who have visited your website or engaged with your content. This means you can create ads specifically for people who have already shown interest in your services, increasing the likelihood of conversion.
This is probably why a study projects that Facebook will account for 11.1% of US digital ad spend in 2024. After all, if it were not working, over 10 million businesses, including roofing companies, wouldn’t be advertising on the platform.
All of these features make Facebook ads worth adding to your roofing marketing strategy.
5 examples of successful Facebook ads for roofers
The examples we share below have all been running for over a year.
While we don’t have detailed performance data on them, their longevity suggests they are generating decent results for the businesses.
(It’s unlikely a business owner would continue investing in ads for that extended period if they were not driving meaningful conversions and returns.)
We’ve dissected why these ads work, including takeaways you can apply to your own campaign.
1. Apex Roofing
Apex Roofing uses a classic trick in this ad: giving something for free.
They offer a FREE roof inspection and evaluation, which serves as a lead magnet and is highly effective in generating leads. A study showed that some lead magnet types have a conversion rate as high as 24.2%.
Say their ad reaches 20,000 homeowners, and 317 click the ad (average CTR of 1.57%). With that conversion rate, 76 people are potentially going to sign up for their free roof inspection — a great opportunity to upsell their roofing services. On why lead magnets are important and how to create one, Matt Janaway, Founder, MarketingLabs says:
“If you run a service-based business, never underestimate the power of being approachable to potential new customers. A surefire way to generate a consistent lead magnet is to accept that giving just a small amount of your time or experience away will lead to greater rewards. This time could be in the form of a free quick consultation chat or a detailed quote, right the way through to creating a giveaway, a tool or content (such as videos or evergreen posts) that aim to help potential customers before they even know who you are. Before you decide which tactic could work best, think about your target audience; as the foundations to creating a winning magnet lies in its strategy.”
Another reason why the ad works is that it ticks the good digital ad checklist we provided earlier (short and impactful copy, high-quality image, and clear CTA). This gives it a better chance of reaching the right people, capturing their attention, and getting them to take action.
How you can apply these concepts
- Use a high-quality image of the product or service you’re promoting. A visually appealing image helps your ad stand out in a crowded feed and reinforces your message. This makes viewers more likely to engage.
- Create a sense of immediacy with your CTA like they did with the phrase “GET YOUR ROOF INSPECTED TODAY!” This eliminates any confusion about what to do next, increasing the likelihood of immediate action.
- Use a lead magnet, whether it’s a free service or a discount. People are drawn to good offers, so this will attract prospects that can eventually become customers.
2. Valley Roofing & Exteriors
Valley Roofing & Exteriors uses a video to show its expertise in action instead of static job-in-progress photos.
Why video, though? It’s one of the most effective marketing strategies at the moment because many people would rather watch a video than read a text. That’s why social media platforms are increasingly becoming video-centric.
To that effect, more marketers are using videos as a marketing tool — 91% (an all-time high, according to research by Wyzowl). And 87% of video marketers say it has helped them generate leads, which means it can yield similar results for Valley Roofing & Exteriors.
In this Valley Roofing & Exteriors ad, the company’s owner and founder promote a roof package and explain why it is a good deal.
His presence in the video humanizes the brand, showing that the real people behind the company care about their customers and the quality of their work.
This makes the ad more authentic and personal, increasing engagement and getting people to click the CTA to get a quote for the roof package.
How you can apply these concepts
- Feature a person, especially someone recognizable like the owner or a key employee, in your video to make your brand approachable and create a stronger connection with viewers.
- If you have the resources, A/B test your ad with different creatives and messages to determine which combination works best for your target audience. That way, you can optimize your ad strategy based on performance.
3. Rosie’s Roofing and Restoration
Generally, people are hesitant to patronize a vendor without seeing some sort of endorsement.
In service industries like roofing, this hesitation might be heightened further because roofing is a significant home investment, so they want to be sure about the quality of service before proceeding.
One way to reassure prospects is to promote customer reviews, like Rosie’s Roofing and Restoration did.
Research from BrightLocal showed that 75% of people always or regularly read online reviews before making a purchase. And 50% trust consumer research as much as personal recommendations from friends and family.
Displaying their 5-star reviews in their ad can increase Rosie’s credibility and trustworthiness, making prospects more comfortable choosing them over competitors.
How you can apply these concepts
- Leverage social proof and build credibility by featuring genuine reviews and images of satisfied customers. This can influence a prospect’s decision to choose your company.
- Share reviews with 4-5 star ratings because customers have high expectations and are looking for businesses with strong ratings.
- Encourage your satisfied customers to leave reviews on Google, Facebook, and Yelp, which are top sites people use to find reviews. Doing that ensures your positive feedback is visible where it matters most, which can attract more leads for your company.
4. Roof Right Now
Instead of directly promoting their roofing service, Roof Right Now takes a more educational route.
They know that one of the pressing concerns for homeowners considering roof replacement is cost. So, they offer a free cost calculator — another lead magnet type — that gives a quick estimate of a new roof complete with labor, materials, full tear-off, clean-up, and potential savings through tax rebates.
This approach can help generate high-quality leads, as those who need such a calculator are likely to be further along in their decision-making process and more likely to convert into paying customers.
Another benefit is that this strategy is great for SEO. The CTA takes prospects to Roof Right Now’s website, where they have to enter their address and follow other instructions, increasing their time on page.
According to Roof Right Now, this process takes about five minutes, well above the average time on page across multiple industries. While Google has never officially confirmed this, SEO experts have discovered it’s indeed a ranking factor.
Essentially, there’s a good chance this ad helped Roof Right Now’s website rank, and gain organic traffic that generated some customers.
How you can apply these concepts
- Practice value-first marketing. It demonstrates your commitment to helping customers, not just making a sale which counterintuitively can lead to more conversions.
- Show, don’t just tell. Include visuals that show what customers will receive, like the sample estimate in this ad. This visualization can improve the effectiveness of your ad.
- Use casual language and even emojis to make your ad feel less corporate and more relatable. This makes people more comfortable interacting with your brand and potentially engaging your services.
- Emphasize how simple and straightforward the process is (e.g., it’ll take only 2 minutes) so customers can take immediate action instead of procrastinating.
5. Bullseye Painting & Construction LLC
Bullseye Painting & Construction LLC leveraged carousel ads to highlight its diverse range of roofing and construction services.
This strategy is great because carousels allow them to showcase multiple offerings in a single ad, engaging potential customers with a broader selection of what their business can do.It offers more bang for buck, delivering higher engagement and conversions while keeping costs down. As of 2015, Facebook reported that advertisers using carousel ads saw 30-50% lower cost-per-conversion and 20-30% lower cost-per-click than single-image link ads. This means more exposure for your business at a lower price.
How you can apply these concepts
- Use carousels to showcase up to 10 images or videos of your work and highlight different services or projects. This format provides more visual information, helping potential customers see the full scope of your services. That way, they’re more likely to find something that resonates with their needs, boosting the chances of conversion.
- Use a mix of text and images to keep the ad visually interesting and dynamic. This keeps users engaged longer and can lead to higher interaction rates.
- Emphasize how your services improve homes (e.g., safety and aesthetics) to appeal to the desires of your target audience and make them more likely to inquire about your services.
KPIs to track to measure the success of your Facebook ad campaign
Once your ad is up and running, the next step is to gauge how it’s performing so you can identify areas for improvement and make adjustments as needed.
To do this, you need to track these KPIs:
1. Impressions/reach
- What it measures: The number of times your ad was displayed (impressions) or the number of unique users who saw your ad (reach).
- Why it’s important: It’s a good indicator of brand awareness. It helps you understand the overall visibility of your ad and how many potential customers you’re reaching.
- How to track: Use Meta’s Ads Manager built-in analytics.
2. Engagement rate
- What it measures: The percentage of people who interacted with your ad (likes, comments, shares, saves, reactions, clicks).
- Why it’s important: This metric indicates how engaging and relevant your ad is to your target audience. A higher engagement rate suggests your ad is resonating with people.
- How to track: Meta’s Ads Manager provides individual engagement metrics and total page engagement. Alternatively, you can use this formula: Engagement rate = Total engagement/total reach x 100.
3. Click-through rate (CTR)
- What it measures: The percentage of people who clicked on your ad after seeing it.
- Why it’s important: CTR shows how effective your ad is at driving the desired action (e.g., visiting your website or requesting a quote).
- How to track: Meta’s Ads Manager provides CTR data for your ads. You can also calculate it manually using the formula: CTR = Total link clicks/Total impressions x 100.
Note: The average CTR across all industries is 1.57% in 2024, which can serve as your benchmark.
4. Cost per lead (CPL)
- What it measures: The average cost to acquire a lead through your ad campaign.
- Why it’s important: It helps you understand the efficiency of your ad spend and determine if your campaign is profitable.
- How to track: Divide total ad spend by the number of leads generated. Set up Facebook Pixel or conversion tracking to accurately measure lead.
Note: The average CPL for Facebook ads across all industries is $21.98 in 2024, which can serve as your benchmark.
5. Conversion rate
- What it measures: The percentage of people who took a desired action (e.g., made a purchase, requested a quote, signed up for a newsletter) after clicking your ad.
- Why it’s important: Conversion rate is the ultimate metric for determining the success of your ad campaign and its ability to drive tangible results for your business.
- How to track: Use conversion tracking in Meta Ads Manager and Facebook Pixel on your website.
Note: The average conversion rate for Facebook ads across all industries is 8.78% in 2024, which can serve as your benchmark.
Create Facebook ads that help you reach new customers
Facebook ads are a powerful way to reach new customers and grow your client base.
The five examples we shared all demonstrate different yet effective approaches to Facebook advertising in the roofing industry.
The key to a successful Facebook ad campaign lies in how well you understand your audience’s needs and pain points. This understanding will shape how you create the copy and how you target them using Facebook’s advanced targeting and retargeting options.
Also, don’t forget to test and optimize your ads; this will allow you to continuously refine your approach and boost your performance and ROI over time.
Don’t have the bandwidth to create these ads on your own?
It’s what we do! We help roofers create Facebook ads that help them book more jobs.
FAQs about Facebook ads for roofers
Do Facebook ads work for roofers?
Yes, Facebook ads can be highly effective for roofers when implemented correctly. They offer precise targeting options to reach homeowners in specific geographic areas who may be in need of roofing services. Facebook’s visual nature also allows roofers to showcase their work, build trust, and generate leads cost-effectively.
How to generate roofing leads with Facebook ads?
To generate roofing leads with Facebook ads, craft a compelling copy with an enticing offer like a free roof inspection or cost calculator. Use high-quality images of your work, target ads to specific demographics and locations, and include clear CTAs. Also, implement retargeting strategies to reach users who have shown interest in your services.