Roofing Facebook Ads: Campaign Tips & Best Practices

What Are the Benefits of Facebook Ads for Roofers?

Using Facebook Ads to market your roofing business has many benefits, from targeting capabilities and increased brand awareness to cost-effectiveness.

For example, the average Facebook ad campaign costs just $9.24 per 1,000 impressions. That means your ad is seen 1,000 times for less than $10. 

Let’s look at the key benefits of Facebook Ads.

Targeting local areas for high-quality leads

Trades businesses, including roofers, operate in specific local service areas. Targeting your advertising within your service area helps put your business in front of the people most likely to book a job with you.

Customers prefer hiring service businesses that are close to them because:

• Local businesses can respond quickly.

• They may have an existing personal relationship with employees or owners.

• Supporting local businesses supports their community.

With Facebook Ads, you can target your campaigns to audiences in specific locations and even tailor the targeting to interests, demographics (such as homeowners), and activity, like users who have viewed your website or Facebook page.

Affordable marketing solutions for small businesses

You can choose your budget for each Facebook ad campaign to align your ad spend with your goals and spend the exact amount you want.

This flexibility is ideal for small businesses that don’t have large advertising budgets. Furthermore, depending on the ad type and goal, you can experiment with different ad creatives without driving up your spending.

Facebook Ads are structured so you pay differently depending on the campaign goal. As mentioned, 1,000 impressions will cost $9.24 on average (Cost Per Mille, CPM), whereas lead generation ads cost around $3.06 per lead (Cost Per Lead, CPL) as of October 2024.

These features help make Facebook Ads an affordable marketing channel.

Boosted engagement and brand visibility

Organic content on social media is a fantastic way to interact with your customers and community. However, getting reach and engagement can be challenging if you don’t have a large following.

Using Facebook Ads to boost your posts can drastically increase your reach and put your content in front of interested people, increasing your engagement.

What Are the Different Types of Facebook Ads to Consider?

Facebook offers five types of ads, so you can tailor your Facebook Ads type to fit your end goal.

The five types are: 

• Image

• Video

• Carousel

• Instant experience

• Collection

Let’s look into each of them.

Simple image ads

A Facebook image ad features a static visual, such as a photo of a completed roofing project. 

Your images must conform to the specifications below to work for this ad type:

• Resolution: 1080 x 1080 pixels

• File size: 30MB

• File type: JPG or PNG

To get the best results from image ads, consider these best practices:

• Use high-quality, high-resolution images

• Keep your visuals image-focused with as little text as possible

• Showcase your work with before-and-after photos

Video ads

Video ads include a standalone video that you can use to showcase your work.

The file specifications for video ads are as follows:

• Resolution: 1080 x 1080 pixels

• File type: MP4, MOV, GIF

• Video duration: One second to 241 minutes

• File size: 4GB

Tips for creating effective video ads include:

• Keep it short, ideally no more than 15 seconds 

• Hook your viewers with storytelling

• Stick to one theme or action per ad to avoid confusion

• Use captions

Carousel ads

A carousel ad contains multiple images or videos that viewers can swipe through to gain more information. They’re ideal for presenting your services or providing further details about your company.

Carousel ad specifications include:

• Resolution: 1080 x 1080 pixels

• File type: JPG, PNG, MP4, MOV, GIF

• File size: 30MB for images, 4GB for videos

• Number of carousel cards: 2-10

Implement these best practices to increase effectiveness:

• Use high-quality, high-resolution images and videos

• Use short descriptions and headlines to keep the focus on the visuals

Instant experience ads

Instant experience ads deliver an interactive, full-screen ad experience to viewers. If a user clicks, the ad appears in the Facebook feed, loads, and switches to full-screen.

Specifications for this ad type include:

• Resolution: 1080 x 1920 pixels

• File type: JPG, PNG, MP4, MOV, GIF

• Maximum number of images: 20

For best results, guide the user through how to get the best experience, such as swiping to the following image or tilting their screen.

Collection ads

Collection ads feature one image or video as a cover with three images below. You can use them to display your roofing services.

If a Facebook user clicks any of the visuals, they will see an instant experience landing page.

Your collection ad visuals must fit the following specifications: 

• Resolution: At least 1080 x 1080 pixels

• File type: JPG, PNG, MP4, MOV, GIF

• File size: 30MB for images, 4GB for videos

For best results, follow these tips:

• Use eye-catching photos and video thumbnails that grab attention

• Track performance accurately by including UTM parameters in the URL

What Are the Different Types of Ad Budgets for Roofers?

As we’ve mentioned, Facebook Ads have adjustable payment structures and flexible budgets that you can combine to get the proper pricing for your goals.

Facebook will distribute your ad spend differently depending on your selected budget type. Ensure you understand the difference between them to budget correctly for your needs.

Let’s look at the different budget types:

Campaign budgets

A Facebook ad campaign targets a specific audience with a set goal, such as reminding old customers about seasonal maintenance to generate leads. The campaign can consist of various ad sets.

The campaign budget type sets your total budget at the campaign level, which applies to all the ad sets it contains. Facebook automatically distributes your campaign budget across the ad sets based on their performance, meaning good performers get more budget.

Ad set budgets

This budget type applies the budget per ad set, so you can control the amount you spend on each ad set within a campaign. 

It’s important to note that while the campaign budget is distributed over the campaign’s life, the ad set budget can be spent quickly if there are a lot of opportunities to show the ad to users matching the targeting.

Daily budgets

A daily budget limits Facebook's daily spending on a campaign or ad set. However, it is a soft cap, meaning Facebook may exceed this limit in certain circumstances.

Lifetime budgets

A lifetime budget means you set a hard limit on the amount your campaign or ad set will spend. You can set the budget, and your ad is no longer shown when it's reached. This option is ideal if you have a very strict ad spend allowance and don’t mind how long the ad is live.

What Facebook Ads Campaign Objectives Are There?

Your campaign objective is the outcome or goal you want to achieve for your roofing business by running a Facebook Ads campaign.

The six types of Facebook campaign objectives are:

Source: Facebook

• Awareness: Put your ad in front of many people, helping your roofing business reach new potential leads and ensuring you stay top-of-mind when they need your services.

• Traffic: Drives traffic to your roofing website or social media pages.

• Engagement: Shows your ad to people who fit your client profile and encourages them to engage with your ad or page.

• Leads: Generates calls and bookings for your roofing business.

• App promotion: Nurtures mobile users to download your app.

• Sales: Find people who are most likely to book your services.

Pro tip! Read this article by Meta to learn more about campaign objectives.

Facebook Advertising Tips & Best Practices for Roofers

It's important to follow Facebook Ads’ best practices to give your ads the best chance of bringing in results. 

Top tips include:

1. Target local audiences

Earlier, we discussed how customers choose local businesses when they have an issue. Therefore, it’s important to aim your Facebook ad campaigns at your service area(s).

This helps increase brand awareness in those areas and can attract high-quality, high-intent roofing leads.

Run separate ad campaigns for the different areas you operate in, and remember to exclude visitors and people just passing through the neighborhood.

2. Use eye-catching visuals

People are used to seeing ads on Facebook, so your advertisements must stand out. A good way to do this is to ensure they don’t look like ads but blend in with the organic posts in people’s feeds.

Visuals are key here, so ensure you choose high-quality, attention-grabbing images or videos to halt the scroll and convince users to take action, such as visiting your page or booking a job.

3. Write compelling ad copy

While your visuals grab attention, your ad copy does the heavy lifting of driving the user to take the desired action.

Use simple words to make your ad easy to understand, even if it’s read or skimmed, and ensure it aligns with your objective and audience.

Good ad copy answers these questions:

• What do you offer, and how does it solve their problem?

• Why should they choose you?

• What action should they take?

4. Perform A/B testing

Getting your visuals, copy, and targeting right on the first pass doesn’t always happen. To maximize your chances of striking the right balance, you can perform A/B testing on your ads to try different versions and find the most successful option.

Then, you can focus your budget on the winning version and drive the best results.

5. Track performance

Monitoring how well your ad campaigns perform is crucial as it lets you identify underperforming ads and rechannel their ad spend to successful campaigns.

Furthermore, you can use your insight to inform your future ad strategy.

You can track key metrics like CPC and leads generated through your Ads Manager profile. To ensure accurate conversion tracking on your website, you should install a Meta Pixel to monitor traffic and actions. 

You can gain even more insight into your marketing strategies using ServiceTitan’s Home Services Marketing software. This tool lets you create trackable phone numbers to link to each campaign so you can see exactly how much revenue each ad generates for your roofing business.

You can also see the areas where your ads are most successful using the ServiceTitan heat map so you know where to target your ad spend. These features give you deeper insight into the ROI and performance of your entire ad strategy.

6. Retarget potential customers

If you have the Meta Pixel installed on your website, you can effectively retarget customers who have shown an interest in your business. You can also retarget Facebook users who have interacted with your page or post.

Retargeting these users brings your business back to their attention and reminds them to book your services. This is ideal for prospects searching around but haven’t yet made a hiring decision.

Ensure you exclude people who recently purchased or booked with you to avoid overwhelming them and wasting your ad spend.

7. Use Facebook Lead Ads for easy contact

If your Facebook Ads strategy aims to generate more leads, consider using Facebook Lead Ads.

This type of ad automatically opens a lead capture form when a user clicks on it. The information you need from them is pre-filled, with the option for the user to edit it if needed. Once they click ‘submit,’ you will receive all the information you need to contact them.

8. Promote special offers and discounts

Including information about special offers or discounted services makes your ad campaigns more attractive. It also helps to create a heightened sense of how the customer will benefit from choosing your business.

Adding urgency to your ad copy, such as specifying when the offer ends, can help convince users to take action.

9. Include social proof

Social proof, which refers to reviews or testimonials from existing and past customers, helps show prospects that your roofing business is credible and trustworthy.

Customers are more likely to purchase a business they trust, so showing the great work you did for others can convince new leads to choose you.

Try adding a quote from a recent positive review to make your ad copy more engaging and persuasive.

Examples of Roofing Facebook Ads to Inspire You

Researching how other roofing companies use Facebook Ads can inspire you if you're unsure where to start. We’ve gathered some top roofing Facebook Ads to show you what to aim for.

Example one: Barr-Wood Services

This Facebook ad from Barr-Wood Services is an excellent example of Facebook Ads done right. The carousel features images of damaged roofs and shingles to promote the free inspections campaign. The ad is targeted to the relevant demographics (homeowners in Macomb, Michigan), and the copy reflects this, too.

The images grab attention and offer prospects a win-win: they can check their roofs’ condition without spending a cent.

Example two: Global Contractors

This Facebook ad from Global Contractors effectively promotes its end-of-year sale. Emojis at the beginning of the copy helps catch the eye, and the copy creates a sense of urgency while portraying the excellent quality of the work.

The image showcases the different services the company offers using high-quality photographs. Global Contractors also included a handy “Get quote” CTA so viewers can take action quickly.

For more inspiration, check out the Meta Ad Library.

It’s Your Turn Now

Facebook Ads can help your roofing business bring in more customers thanks to its hyper-targeting capabilities and variety of ad types while keeping costs low with flexible budgets and bidding tied to your campaign objective.

Pairing Facebook Ads with ServiceTitan lets you maximize your marketing strategy while streamlining and optimizing your business operations.

ServiceTitan is an all-in-one home services software solution that helps roofing businesses improve their marketing workflows and track performance better. The software also provides tools for enhancing business operations in the field and office and helps businesses provide better customer experiences. It is trusted by over 100,000 trade businesses nationwide.