Meta ads for roofers.
Roofing is one of the strongest fits for Meta ads in home services, because almost nobody wakes up planning to search for a roofer. Most homeowners know their roof is aging and keep postponing it. Ads reach them during that postponement, which is a far larger audience than the small number typing "roof replacement" into Google on any given day.
Is this right for your roofing business?
- You are doing $20k+ per month and have crews with capacity to take on more
- Your average job value is in the thousands, which supports a higher cost per lead
- Someone can answer the phone quickly during working hours
- You can move fast after a storm rather than waiting a fortnight
- You are booked solid for the next six months already
- You subcontract everything and cannot control quality or scheduling
- Nobody can follow up on enquiries within the same day
What roofing leads actually cost
Roofing carries the highest cost per lead of any home service trade in the published benchmarks — and that is not a problem, it is a reflection of the job value behind it. The reason is visible in the conversion rate: roofing converts at 3.70% on search, against 17.65% for cleaning. A roof is a considered, expensive, once-a-decade purchase, so many more people enquire before they are ready.
| Metric | Roofing & gutters | All home services |
|---|---|---|
| Google Ads cost per lead | $228.15 | Varies widely by trade |
| Google Ads cost per click | $10.70 | $8.50 – $12.18 range |
| Search conversion rate | 3.70% | Up to 17.65% (cleaning) |
| Meta cost per lead (Home & Home Improvement) | $41.26 | — |
The Meta and Google figures come from different reports with different sample sizes, so treat the contrast as directional rather than a measurement[1][2]. Work out your own ceiling instead: at a $9,000 average job and 35% gross margin, one booked roof carries $3,150 of gross profit. Even at $228 a lead, closing one in ten still leaves substantial room. Full method in what a home service lead should cost you.
When roofing contractors should spend
Roofing demand rises with the weather and spikes after storms. The predictable pattern runs from late spring through autumn, but the sharpest opportunities are unscheduled — a hail or wind event creates a short window where homeowners are actively looking and every competitor floods in at once.
Jan: Quiet demand. Feb: Quiet demand. Mar: Steady demand. Apr: Peak demand. May: Peak demand. Jun: Peak demand. Jul: Peak demand. Aug: Peak demand. Sep: Peak demand. Oct: Steady demand. Nov: Quiet demand. Dec: Quiet demand.
Two practical consequences. First, start advertising in early spring rather than waiting for the season to arrive — you want to be familiar before the rush. Second, keep storm creative built and ready to launch, because after an event the advantage belongs to whoever is live within days rather than weeks. Tighten the radius to the affected neighbourhoods instead of raising spend across your whole service area. More on pacing in the seasonality guide.
Offers that work in roofing
Free roof inspection with photo report
The strongest offer in the trade. Homeowners cannot see their own roof, so an inspection resolves genuine uncertainty and puts your best person in front of the problem. Adding a same-day photo report makes it concrete and hard to copy credibly.
Storm damage assessment
After a weather event, an assessment framed around insurance is far more relevant than a replacement offer. The homeowner's immediate question is whether they have a claim, not which roofer to hire.
Financing framed monthly
A $14,000 replacement stops enquiries dead. The same job framed as a monthly figure keeps people in the conversation long enough to have it.
Book-ahead scheduling
In the shoulder months, holding a price for work scheduled later gives homeowners a reason to commit now rather than next spring.
Ad creative that stops the scroll
- Drone footage of a completed roof, with the street recognisable
- Close-ups of failure homeowners can check themselves — lifted shingles, granule loss, sagging
- Before and after on a house in a named local neighbourhood
- The crew working, shot on a phone, with the owner explaining what they found
- A short clip on what storm damage actually looks like from the ground
- Customer talking about the claim process rather than the roof itself
How we run it for roofing contractors
- 1
Audit
We look at your service area, average job value, capacity, and what is currently bringing in roofing work — then tell you honestly whether paid ads will help.
- 2
Optimize
We fix what blocks conversion before spending a dollar: the offer, the follow-up path, and the tracking. Sending cold traffic at a leaky funnel just makes the leak expensive.
- 3
Offers & creative
Inspection-led offers, drone and job-site footage from your own work, and copy built around the specific failure signs homeowners in your area recognise.
- 4
Test, launch, scale
A structured test window finds the winners, the losers get cut, and budget consolidates onto the ads producing booked jobs — not the ones producing cheap clicks.
Proof
Our published results come from residential window-cleaning campaigns. The mechanics — exclusive leads, a tracked call path, and cutting spend to the winners — carry across trades, but the job values and lead costs in roofing are different, so treat these as evidence the system works rather than a forecast for your business.
Frequently asked questions
Are roofing leads from Facebook worth $228 each?
That figure is the Google Ads benchmark, and Meta leads for home improvement are generally cheaper. Either way the question is not the sticker price but the profit behind it. On a $9,000 job at 35% margin you have $3,150 of gross profit, so even an expensive lead is viable at a reasonable close rate. Compare cost per booked job, not cost per lead.
Do Facebook ads work for roofing, or is it all Google?
Both work, for different reasons. Google captures homeowners already searching, which is a small daily pool. Meta reaches the much larger group who know their roof needs work and keep putting it off. Most established roofers run both — search for intent, Meta for volume.
How fast do I need to respond to a roofing lead?
Same hour at minimum, and within minutes if you can. Harvard Business Review's research on 1.25 million leads found firms contacting within an hour were around seven times more likely to reach a decision maker than those trying even an hour later. After a storm the window is tighter still, because every competitor is calling the same homeowners.
What happens after a storm — can you launch quickly?
That is exactly what the pre-built creative is for. We keep storm-specific ads and landing paths ready so campaigns can go live in the affected postcodes within a day or two rather than being produced from scratch while the window closes.
Will I get tyre-kickers who just want a free inspection?
Some, yes — that is the trade-off for a low-friction offer. Qualifying questions on the form filter the obviously wrong enquiries, and the inspection itself is your sales opportunity. A homeowner who lets you on their roof is meaningfully more committed than one who requested a price by email.
Sources
Every figure above links back to where it was published. Dates show when we last confirmed the source was live and still said what we quote.
- [1]Home Services Search Advertising Benchmarks — LocaliQ / WordStream. Verified August 9, 2026.Based on 3,211 US home services search campaigns running April 2024 to March 2025, drawn from LocaliQ's own client base rather than an industry census. Google Ads only — these are not Meta figures.
- [2]Facebook Ads Benchmarks, 2025 — WordStream by LocaliQ. Verified August 9, 2026.Directional only. The leads dataset covers 726 campaigns across roughly 20 industries, with a stated minimum of just 2 active campaigns per subcategory — so the Home & Home Improvement row may rest on very few accounts.
About 9xBooked
9xBooked is a Meta ads agency for US home service businesses, including roofing contractors. We build and run Facebook and Instagram campaigns that deliver exclusive roofing leads — never resold, never shared with competitors — and every engagement carries a written revenue guarantee sized on a free audit call. Clients keep ownership of their ad account, pixel, creative, and lead data.
Related reading
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