If you’re a roofer looking to generate more leads and build your brand online, Meta Ads (formerly Facebook Ads) are one of the best places to start. They're cost-effective, highly targeted, and ideal for local service businesses like roofing companies.
But if you’ve never run ads on Meta before—or if your only experience is boosting posts—you’re probably leaving results (and leads) on the table.
This beginner’s guide breaks down exactly how Meta Ads work, why they’re powerful for roofers, and how you can set up your first campaign with confidence.
What Are Meta Ads?
Meta Ads are paid advertisements that run across Meta’s platforms, including:
- Messenger
- The Meta Audience Network (partner websites and apps)
These ads show up in users’ feeds, Stories, Reels, inboxes, and even in videos. Meta Ads are visual, mobile-friendly, and highly targeted—making them ideal for promoting roofing services to homeowners in your area.
Why Meta Ads Work for Roofing Companies
Unlike Google Ads, where people are actively searching for help, Meta Ads work by putting your roofing business in front of the right people—even before they start searching.
Here’s why that’s a big deal for roofers:
- Visual storytelling: Roofing is a visual business. Before-and-after photos, drone shots, and video testimonials stand out in Meta’s feed format.
- Hyper-local targeting: You can target homeowners by zip code, neighborhood, or a radius around your office.
- Brand building: Stay top of mind before storms hit or repairs are needed.
- Low entry cost: You can start with a budget as low as $20 per day.
Want to understand how Meta Ads compare to other lead generation strategies? Check out What Are Meta Ads and How Can Roofing Companies Use Them?
Types of Meta Ads That Work for Roofers
Here are the most effective ad types for roofing companies just getting started:
1. Before-and-After Carousels
Showcase real projects from your service area. Swipe-through visuals are perfect for showing transformations and building trust.
2. Testimonial Videos
A quick vertical video from a happy customer carries more weight than polished commercials. Raw = real.
3. Storm Response Ads
After major weather events, run targeted ads in affected zip codes offering free inspections or insurance claim help.
4. Educational Reels
Short videos answering common questions like “How to spot hail damage” or “What to do if your roof leaks” position you as the expert.
How to Set Up a Meta Ad Campaign for Your Roofing Business
Step 1: Set Up Meta Business Manager
Go to business.facebook.com and create a Meta Business Manager account. This is where you’ll manage your ads, pages, and pixel tracking.
Step 2: Install the Meta Pixel on Your Website
The Meta Pixel tracks who visits your website and what actions they take. This is critical for retargeting and tracking conversions. Use Google Tag Manager or a plugin like PixelYourSite to install it.
Step 3: Choose Your Campaign Objective
When creating a campaign in Ads Manager, you’ll need to select an objective. For beginners, we recommend:
- Leads: To collect contact info using instant forms or website forms.
- Traffic: To drive visitors to a landing page or quote request form.
- Engagement: To build awareness and interaction around your videos or posts.
Step 4: Define Your Target Audience
Meta’s targeting options are one of its biggest advantages. Start with:
- Location: City, zip code, or 10–25 mile radius
- Age: Homeowners are typically 30–65+
- Interests: Home improvement, insurance, real estate, DIY
- Behaviors: Recently moved, likely homeowner, storm tracking
Step 5: Build Your Ad Creative
Use real photos and videos from your actual jobs. Keep your ad copy simple and local. Example:
Headline: Storm Damage in [City]? Text: Book your free roof inspection today. Fast, honest, and local. CTA: “Get Quote” or “Learn More”
Step 6: Link to a Landing Page
Don’t send traffic to your homepage. Instead, send people to a landing page with one clear call to action: request an estimate, book an inspection, or call now.
Need help building one? We specialize in high-converting roofing landing pages as part of our lead generation strategy.
Step 7: Set a Budget and Launch
Start small—$20 to $50 per day is enough to test. Let your ads run for at least 5–7 days to gather data. Don’t turn them off too quickly. Meta’s algorithm needs time to optimize.
Bonus: Use Retargeting to Maximize ROI
One of the best ways to make Meta Ads profitable is by running retargeting ads to people who:
- Visited your website but didn’t convert
- Watched a certain percentage of your video ad
- Engaged with your Facebook or Instagram page
These warm audiences are more likely to convert—and they cost less to reach.
Common Mistakes to Avoid with Meta Ads
- Boosting posts: Use Ads Manager instead for more control and better targeting.
- Generic targeting: Always narrow your location and focus on homeowners.
- Sending to your homepage: Use a specific landing page instead.
- Not testing different creatives: Run multiple versions and let data decide what works.
How HOWL Helps Roofers Win with Meta Ads
At HOWL, we manage full-funnel Meta Ad strategies for roofers that go beyond clicks. We use real intent data to target homeowners showing signs of roofing needs, and we pair ads with proven landing pages, retargeting, and follow-up systems that generate booked inspections—not just leads.
Final Thoughts: Start Small, Scale Fast
If you're a roofer new to Meta Ads, don't overthink it. Start small. Test real photos. Target local zip codes. And focus on one clear message. Once you see what works, you can scale your budget and build momentum fast.
Apply to work with HOWL and let us build you a roofing ad system that works while you’re on the roof—not stuck in the office wondering where your next lead is coming from.