Roofing Facebook Ads: How to Run Them (and Google Ads) So Clicks Become Signed Roofs

Usually, yes, and you should check before you build audiences. Meta requires businesses located in the US, or targeting US users, to identify new and edited campaigns that fall into a special ad category. Jon Loomer's guide lists "housing repairs" and "homeowners insurance" in Meta's housing category. A roof replacement or repair campaign fits that description.

Plenty of roofing guides still tell you to target by ZIP code and homeowner status. Under the housing category, you cannot. Here is what changes, per Meta's developer documentation and Loomer's guide:

What that means on the ground: you cannot point a campaign at the one subdivision built in 2006 with original 3-tab shingles. A 15-mile circle around Round Rock pulls in renters, apartment dwellers and people in the next county. The ad has to filter them out: name the city, the storm date, the roof problem and the homeowner. "Own a home in Round Rock with a roof over 15 years old?" does more targeting than any setting you lost.

Retargeting still works. A custom audience of people who visited your hail damage page last month is the warmest audience you can build on Meta, and it stays available under the housing rules.

Meta's Leads objective lets you send people to instant forms, Messenger, calls or your website. Meta has six campaign objectives in total (Awareness, Traffic, Engagement, Leads, App Promotion and Sales). For a roofer, Leads is the default starting point. Traffic buys clicks from people who tend to click, which is a different group from people who book inspections.

Use real photos, not stock. A shot of your crew stripping a roof on a street your audience recognizes tells them you are local before they read a word.

The examples below were written for this guide as templates. They are not ads from a real company.

Weak (example):

Need a new roof? We're the #1 roofer in town! Call today for amazing service and unbeatable prices!

No city, no reason to act this week, and a ranking claim you would need evidence for. The FTC says advertisers must have proof before the ad runs.

Storm follow-up (example):

Hail hit north Austin on Tuesday. Not sure if your roof took damage? We'll get on the roof, photograph every hit and give you the report for your insurance claim. Licensed and insured, local crew. Tap "Book now" to pick a time this week.

Aging roof (example):

Own a home in Round Rock or Georgetown with a roof 15 or more years old? Curling shingles and granules in the gutters are the early signs. Book a 30-minute inspection and get photos of what we find, whether you need work or not.

Retargeting (example):

Still comparing roofers? See 40 local projects with before and after photos, plus the warranty paperwork you'd receive.

If you advertise a "free inspection," the FTC's guidance says the terms and conditions of a free offer must be disclosed clearly and conspicuously. Keep it free with no strings, or state the strings in the ad.

Two copy rules that matter more under the housing category:

1. Put the qualifier in the first line. "Own a home in Pflugerville?" filters better than any interest you can no longer select.
2. Name the storm. A date and area in the headline turns a generic roofing ad into news for the people who were there.

To see what roofers in your market are running right now, search the Meta Ad Library by competitor page name. You see active creative and copy, which tells you what to avoid copying and where the gap is.

If you use instant forms, use them properly. Meta offers a "Higher Intent" form type that adds a review step before the homeowner submits, which cuts accidental taps. Add one or two custom questions (roof age, type of damage, do you own the home) and use conditional logic to send renters to a close-form screen. Then call within minutes. A form lead that waits until tomorrow is mostly gone.

The landing page route only works if the page is built to book inspections. Our guide to roofing website design has the above-the-fold checklist and the page structure for storm and replacement campaigns.

Meta optimizes toward whatever event you feed it. Feed it form fills and it finds people who fill forms. Feed it signed jobs and it can find people who sign.

1. Install the Meta Pixel on every landing page so Meta sees form submissions and bookings on your site.
2. Send offline events through Meta's Conversions API. Meta's documentation says the API accepts data from your server, website platform or CRM, including offline events. Push "inspection completed" and "contract signed" back from your CRM or job management software.
3. Use a tracking number per campaign so phone calls get credited to the right ad.
4. Tag every lead with its source in your CRM on day one. You will not reconstruct it in three months.

Facebook is one of four paid options. They catch different homeowners:

If you can fund one channel, start where intent is highest: Google Search or Local Services Ads. Add Facebook once you have a landing page that converts and someone who calls new leads within minutes. For how roofing ads fit next to other trades' ad budgets, see our broader guide to advertising for contractors.

How do Google Local Services Ads work for roofers?

Google lists Roofers as a Local Services Ads category. The billing rules, from Google's help pages:

• You pay for valid leads and set an average weekly budget. Monthly spend is capped at the weekly budget times the average number of weeks in a month.
• Lead prices vary by location, job type, lead type and bidding mode. Message leads usually cost less than phone leads.
• Once a lead is charged, later calls or messages from the same customer are not charged again, as long as there is activity within 15 days and they use the same number or email.
• Google filters spam and duplicate contacts, and reassesses charged leads over 30 days, crediting some automatically if judged low quality.

For roofing in the US, Google's screening page lists owner and business background checks, state business and owner licenses where local law requires them, and general liability insurance, each applied to select advertisers. Have your license number and certificate of insurance ready before you apply so verification does not stall once storm season starts.

What Google search ad copy works for roofers?

Responsive search ads take 3 to 15 headlines of up to 30 characters and 2 to 4 descriptions of up to 90 characters, plus two path fields of up to 15 characters each. Example set for a repair campaign (written for this guide):

Paths: /roof-repair /austin. Match the landing page to the ad: a "roof leak repair" click lands on the leak repair page, not the homepage. Add negative keywords for "jobs," "salary," "DIY," "shingles for sale" and "roofing calculator" on day one.

For roofing alone, LocaliQ’s 2025 benchmarks for Roofing & Gutters search ads (3,211 US home services campaigns, April 2024 to March 2025) give a median of $228.15 per lead, $10.70 per click, a 3.70% conversion rate and a 5.66% click-through rate. WordStream’s broader home improvement figures below sit lower.

WordStream's 2025 benchmarks for the Home and Home Improvement category (median figures from US campaigns) give reference points. These cover the whole home improvement category, not roofing alone:

Facebook leads look cheaper. Whether they are cheaper per signed roof depends on what happens after the lead lands. Worked example, with example inputs you should replace with your own numbers:

Math: cost per lead divided by the lead-to-signed rate. Google: $8 / 0.07 = $114.29 per lead; 0.80 × 0.60 × 0.35 = 16.8%; $114.29 / 0.168 = $680.

The cheap form lead costs the same per job as a search click, and the landing page beats both. Now raise the Google landing page conversion rate from 7% to 10% with everything else equal: cost per lead drops to $80 and cost per signed job to $476. That 30% cut comes from the website, not the ad account.

How much should a roofing company spend on ads?

Work backward from jobs, not from a percentage you read somewhere. Example inputs again:

If your cost per signed job climbs toward a third of gross profit on a job, fix the follow-up and the landing page before adding budget.

Google Ads for roofing companies has two parts: search ads, paid per click on keywords you choose, and Local Services Ads, paid per valid lead with no keywords at all. Set up the search side in this order.

Budget.

Start from the jobs you want, not a round number. LocaliQ’s 2025 benchmarks for Roofing & Gutters search ads give a median of $228.15 per lead, $10.70 per click and a 3.70% conversion rate. They are medians from different campaigns, so they do not multiply out exactly. At $228.15 per lead, a $3,000 month buys about 13 leads. If 1 in 5 leads signs (an example rate; use your own), that is about $1,141 in ad spend per signed roof.

Keywords.

Group keywords by the job and send each group to the page for that job:

Cost per job.

Track every call and form to an inspection and a signed job, then divide each campaign’s spend by its signed jobs. Keep the campaigns where that number fits your margin and cut the rest. Local Services Ads are judged the same way: Google charges per valid lead at prices that vary by location, job type, lead type and bidding mode, so divide spend by signed jobs there too.

Roofing demand follows your local weather and your own pipeline, so build the calendar from your records:

1. Pull two years of signed jobs by month. Your busy months are your budget map.
2. Keep a storm kit ready: approved storm ad copy, a storm landing page and a budget you can switch on the morning after a hail or wind event in your area.
3. Before winter: run repair and inspection ads while homeowners still have weeks to schedule.
4. Slow months: shift spend to retargeting and commercial maintenance, and move savings into pages that bring leads without ad spend.
5. Pause when booked out. Paying for leads you cannot get to for three weeks wastes money and earns bad reviews.

Run this checklist before raising any budget:

• Landing page loads fast on a phone and shows the phone number without scrolling
• Page headline matches the ad (city and service)
• Reviews and real project photos above the fold
• Form asks only what you need to schedule
• Every call answered or returned within minutes during ad hours
• Call tracking so you know which ad produced which job
• Signed jobs sent back to Meta and Google as conversions
• Negative keywords in place on Google
• Facebook copy qualifies the homeowner in the first line

Ads stop the day you stop paying. Pages that rank in Google and get cited by ChatGPT, Google AI and Perplexity keep working. Lead marketplaces sit in between: you pay per lead on someone else's platform, often against other roofers. Our comparison of Angi and Thumbtack alternatives and our guide to roofing lead generation companies cover that trade-off.

A practical split: use ads to fill this month's schedule, and put a fixed monthly amount into roofing SEO and your site so next year needs less ad spend. Track both on cost per signed job over 12 months.

Sourci does not run or manage ads, and ad spend is not part of our plans. We build the part that decides whether your ad clicks convert, and the owned channel that cuts how much ad spend you need: website and landing page improvements, SEO and AI-search visibility. Sourci is based in Austin, Texas and works with contractors across the US.

Inbound lead generation pricing:

Commercial roofers can add outbound outreach to property managers and facilities teams: Foundation at $2,950 a month (up to 500 researched buyers a month) or Growth at $4,450 a month (up to 1,000), with follow-up and qualified handoffs. All plans are month to month with 30 days' notice. Sourci never sells or shares leads. For the wider plan, see our guide to roofing contractor marketing.

Proof from our work: a commercial painting contractor in Dallas, Texas grew revenue 234% and website visitors 657% in six months of Sourci's SEO and AI-search work. Read the Dallas commercial painter case study.

Running ads now? Get a free AI-search check and we will show you which buyer questions in your market name you, which name competitors, and what your landing pages are missing.

• Meta for Developers, "Special Ad Category"
• Jon Loomer, "Special Ad Categories: A Guide for Meta Ads"
• Jon Loomer, "A Guide to Instant Forms"
• Jon Loomer, "Meta Campaign Objectives: Best Practices"
• Meta for Developers, "Conversions API"
• Meta Ad Library
• WordStream, "Google Ads Benchmarks 2025"
• WordStream, "Facebook Ads Benchmarks 2025"
• Google Local Services Ads Help, "Local Services Ads overview and categories"
• Google Ads Help, "How Local Services Ads charges work"
• Google Local Services Ads Help, "Business screening and verification requirements"
• Google Ads Help, "About responsive search ads"
• Federal Trade Commission, "Advertising FAQs: A Guide for Small Business"
• LocaliQ, "2025 Search Ad Benchmarks for Home Services", checked November 9, 2026

Checked November 2026.