If you’re a roofing contractor considering Meta Ads (formerly Facebook Ads) to generate leads, one of your first questions is probably: “How much will this cost?”
The answer? It depends—on your location, competition, targeting strategy, and how well your campaigns are set up. But one thing’s certain: when done right, Meta Ads can deliver a strong return on investment for roofers looking to grow.
In this article, we’ll break down the real cost of running Meta Ads for roofing companies, including budget ranges, factors that affect pricing, and how to get the most leads from every dollar you spend.
What Are Meta Ads?
Meta Ads are paid advertisements that appear on Facebook, Instagram, Messenger, and the Meta Audience Network. These platforms allow roofing businesses to run visual, location-targeted campaigns aimed at homeowners in their service areas.
They’re ideal for roofers because they support:
- Before-and-after project photos
- Storm response ads tied to local weather
- Video testimonials and educational content
- Lead capture forms and landing pages
Want to learn how to set one up? Start with our Beginner’s Guide to Setting Up Meta Ads for Roofing Services.
How Meta Ads Are Priced
Meta Ads run on an auction-based system where you bid to show your ads to a specific audience. You’re charged in one of the following ways:
- CPC (Cost Per Click): You pay each time someone clicks your ad.
- CPM (Cost Per 1,000 Impressions): You pay per 1,000 views of your ad.
- Cost Per Lead: If using lead forms, you can measure cost per form submission.
The more competitive your local market and targeting, the more you’ll need to bid to stay visible.
Typical Budget Ranges for Roofing Meta Ad Campaigns
Here’s what most roofing companies can expect to spend at different stages:
Entry-Level Budget ($600–$1,500/month)
- Ideal for small, local roofers testing Meta Ads for the first time
- Daily spend of $20–$50
- Focus on 1–2 core services (e.g., inspections or storm damage)
Mid-Level Budget ($1,500–$3,000/month)
- Supports multiple campaigns or service areas
- Daily spend of $50–$100
- Retargeting ads added to the mix
- Lead costs typically $35–$100 depending on location and creative
Advanced Budget ($3,000–$10,000+/month)
- Scalable campaigns across multiple zip codes or city markets
- Full-funnel approach (cold ads + retargeting + follow-up)
- Leads as low as $25–$60 with proper optimization
Note: These figures reflect ad spend only. If you hire an agency to manage your campaigns, you’ll need to account for their service fees as well.
Factors That Impact Meta Ad Costs for Roofers
1. Your Service Area
Bidding in major metros like Dallas, Phoenix, or Atlanta is more competitive—and expensive—than in smaller suburban or rural areas. You’ll need to spend more to stand out in crowded markets.
2. Targeting and Audience Size
The tighter your targeting, the better your performance. Broad targeting increases costs and reduces quality. Use interest and behavior filters to zero in on homeowners likely to need roofing help.
3. Offer Quality
Meta rewards relevance. If your ad creative and offer match what your audience wants, your cost per click will drop. Strong offers include:
- Free roof inspections
- Storm damage assessments
- Fast insurance claim help
4. Ad Creative Performance
Ads with strong visuals and headlines get higher engagement and lower costs. Poor-quality images or generic copy can drive up your cost per lead.
5. Landing Page Conversion Rate
Even if your ad is perfect, you’ll waste money if your landing page doesn’t convert. Optimize your landing page with:
- Before-and-after images
- Trust badges (Google reviews, certifications, BBB)
- Short, mobile-friendly contact forms
Need help? We build high-converting landing pages for roofing campaigns that turn clicks into booked jobs.
What’s a Good Cost Per Lead on Meta for Roofers?
Based on real roofing campaigns we manage at HOWL, here are common ranges:
- $25–$60/lead: Well-optimized campaigns with good creative and retargeting
- $60–$100/lead: Broad targeting, basic ad creative, or highly competitive markets
- $100–$200+/lead: Poorly optimized ads or weak offers
Even at $100 per lead, Meta Ads can be highly profitable when the average job brings in $8,000 to $15,000+.
How to Maximize Your Return on Meta Ad Spend
- Test multiple creatives: Images, videos, and headlines
- Use retargeting: Follow up with people who clicked but didn’t convert
- Track everything: Set up Meta Pixel and use call tracking
- Respond fast: The first contractor to call back often wins the job
Pro tip: Use intent data to target homeowners who are already showing signs of needing roofing help. This reduces ad waste and improves lead quality.
Is It Better to Manage Meta Ads In-House or Hire an Agency?
If you have the time and know-how, managing Meta Ads in-house can work at a small scale. But if you're serious about growth or operating in a competitive market, hiring an experienced agency often delivers better performance and saves you time.
At HOWL, we build full-funnel Meta campaigns for roofers using real buyer intent data, custom landing pages, retargeting, and follow-up systems that bring in leads—not just clicks.
Final Thoughts: Meta Ads Are Worth It—If Done Right
The cost of running Meta Ads for roofing companies is flexible. You can start small and scale as you grow. But the real question isn’t just “How much does it cost?”—it’s “How much are bad leads already costing you?”
With the right setup, targeting, and creative, Meta Ads can become one of your most cost-effective lead sources—and a scalable driver of long-term growth.
Apply to work with HOWL and let us build you a Meta Ads system that delivers exclusive, high-quality leads without the guesswork.