If you're a roofer looking to generate high-quality leads online, Meta Ads (formerly Facebook Ads) are one of the most powerful and cost-effective ways to do it. With the right setup, Meta Ads can put your roofing services in front of homeowners in your area who are actively looking for help—whether it's roof repairs, storm damage inspections, or full replacements.
In this guide, we’ll walk you step-by-step through how to set up your first Meta Ad campaign for roofing services so you can start generating results right away.
What Are Meta Ads?
Meta Ads are paid advertisements that run on Facebook, Instagram, Messenger, and the Meta Audience Network. These ads appear in users’ feeds, Stories, Reels, and sidebars, and are designed to help businesses connect with targeted audiences based on location, demographics, interests, and behavior.
For roofing companies, Meta Ads are especially effective because they’re visual, local, and highly targeted. If you’re new to this strategy, we recommend reading What Are Meta Ads and How Can Roofing Companies Use Them? before diving in.
Step 1: Create a Meta Business Manager Account
To get started with Meta Ads, you’ll need to set up a Meta Business Manager account. This tool gives you access to Meta Ads Manager and allows you to run and manage your campaigns professionally.
Here’s how to set it up:
- Go to business.facebook.com
- Click “Create Account” and follow the prompts to enter your business name, email, and business details.
- Add your Facebook Page and Instagram account to your Business Manager.
- Set up your Meta Ad Account and assign payment methods.
Step 2: Install the Meta Pixel on Your Website
The Meta Pixel is a piece of code that tracks user behavior on your website. It’s crucial for retargeting visitors, optimizing campaigns, and measuring conversions.
You (or your web developer) can install the Pixel using:
- Manual code placement in your site’s header
- Google Tag Manager
- WordPress plugins like PixelYourSite or Facebook for WordPress
Once installed, test it using Meta’s Event Manager to ensure it’s firing correctly.
Step 3: Choose the Right Campaign Objective
Meta Ads Manager will prompt you to choose a campaign objective. For roofers, here are the most effective options:
- Leads: Use this to collect contact info through instant forms or website submissions.
- Traffic: Drive people to a dedicated landing page or contact form.
- Engagement: Useful if you’re running video content or building social proof.
We recommend starting with the Leads or Conversions objective if you already have a high-converting landing page.
Step 4: Define Your Target Audience
One of the most powerful features of Meta Ads is the ability to reach highly specific homeowners in your service area. Start by narrowing down your audience by:
- Location: Target your city, zip codes, or a 15–25 mile radius around your office.
- Age: Focus on age groups most likely to own a home (typically 30–65+).
- Interests: Home improvement, DIY, insurance, real estate, or roofing-related content.
- Behaviors: Recent movers, homeowners, people engaged with roofing pages or posts.
Advanced tip: Create a Custom Audience of people who visited your website or engaged with your Facebook/Instagram posts using the Pixel.
Step 5: Create Compelling Ad Creative
Your creative is what stops people from scrolling. For roofing services, here are the top-performing formats:
- Before-and-after photos: Showcase completed projects in your area.
- Video testimonials: Let happy customers speak on your behalf.
- Drone footage: Show quality, professionalism, and scale.
- Storm alerts: Tie into local weather events to create urgency.
Each ad should include:
- A strong headline (e.g., “Free Roof Inspections in [City]”)
- Clear, benefit-driven copy
- A relevant image or video
- A call-to-action button (e.g., “Get Quote,” “Book Now,” “Learn More”)
Step 6: Send Traffic to a Landing Page, Not Your Homepage
Every roofing ad should drive traffic to a dedicated landing page—not your homepage. This page should be built to convert, with:
- Headline that matches your ad
- Photos of your work
- Customer reviews or trust badges
- Short form (name, phone, service needed)
- Click-to-call or SMS option
Need help building one? Our team at HOWL specializes in conversion-optimized landing pages for roofing lead generation.
Step 7: Set Your Budget and Schedule
Start with a modest daily budget—$20 to $50 per day is usually enough to begin testing. Choose “Daily Budget” and let Meta optimize delivery based on performance.
You can also set an end date, run the ad continuously, or schedule ads to run only during business hours (great for local responsiveness).
Step 8: Launch, Monitor, and Optimize
Once your campaign is live, give it at least 5–7 days to collect meaningful data. Monitor key metrics like:
- Cost per click (CPC)
- Click-through rate (CTR)
- Cost per lead (CPL)
- Landing page conversion rate
Use this data to test different headlines, images, audience segments, and calls-to-action. Even small tweaks can drastically improve your results.
Bonus Tip: Use Retargeting to Close the Loop
Retargeting is where Meta Ads really shine. Set up a second campaign that targets people who:
- Visited your landing page but didn’t convert
- Watched more than 50% of your roofing video
- Engaged with your Instagram or Facebook page
This keeps your roofing company top of mind and helps turn interest into booked appointments.
Common Mistakes to Avoid
- Boosting posts instead of building full campaigns: Use Ads Manager for more control and better targeting.
- Targeting everyone: Narrow your audience to homeowners in your service area.
- Using generic creative: Real photos and videos from your jobs build trust.
- Sending clicks to your homepage: Always use a focused landing page.
- Giving up too early: Ads need at least a few days to optimize.
Final Thoughts: Meta Ads Can Fill Your Roofing Pipeline—If You Use Them Right
Meta Ads aren’t magic, but when set up properly, they’re one of the most powerful tools in your roofing marketing arsenal. You can reach real homeowners, build local awareness, and generate high-intent leads—all without breaking the bank.
At HOWL, we help roofing companies set up, manage, and scale Meta Ad campaigns that actually convert. From strategy to creative to follow-up, we handle the hard stuff so you can focus on the roofs.
Apply to work with HOWL and let’s build a Meta campaign that turns clicks into contracts.