Running Facebook and Instagram ads can be a powerful way to generate roofing leads—if you’re targeting the right people. Otherwise, you’ll burn through your budget showing ads to renters, job seekers, or homeowners who aren’t ready to act.
So the question is: What demographics should roofers target on Facebook and Instagram? In this guide, we’ll break down the most profitable audience segments for roofers on Meta platforms, how to layer your targeting, and how to avoid common mistakes that waste ad spend.
Why Demographic Targeting Matters for Roofers
Meta Ads (Facebook and Instagram) operate on an interruption-based model. That means you're reaching people as they scroll—not while they’re actively searching for a roofer. This makes precise demographic targeting essential to get your ad in front of the right homeowner at the right time.
For a full breakdown of how Meta Ads work for roofing businesses, check out What Are Meta Ads and How Can Roofing Companies Use Them?
Core Demographics Roofers Should Target
Let’s start with the basics. Here are the most important demographic filters to apply when building your roofing ad audience on Facebook and Instagram:
1. Homeowners
This is the single most important qualifier. Meta doesn’t give a direct “homeowner” filter anymore, but you can infer it using interest and behavior layers.
How to target homeowners:
- Include interests like "home improvement," "HGTV," "roof," or "home renovation"
- Use behaviors such as "likely to move" or "recently moved"
- Exclude renters and unrelated interests (more on that below)
2. Age Range: 30–65+
This age group is the most likely to own property, manage home maintenance, and make purchasing decisions for roofing services.
- Ages 30–45: Often first-time homeowners, ideal for maintenance or inspections
- Ages 46–65+: More likely to have older homes in need of replacement or repairs
3. Gender: All
Roofing decisions are often made jointly by spouses or household partners, so unless you have a very specific offer, keep your gender targeting open to both men and women.
4. Income (Indirect Targeting)
Meta has limited income targeting due to privacy changes, but you can still reach higher-income neighborhoods by targeting zip codes with more expensive homes or layering in interest data like “luxury real estate” or “home equity loans.”
Pair this with service areas where you’ve historically closed higher-value jobs.
5. Location: Specific Zip Codes or Radius
Always target by zip code, city, or radius around your service area. Avoid wasting budget in areas you don’t serve.
- Use “People living in this location” (not “People recently in this location”)
- Break out campaigns by region if you serve multiple service areas
Advanced Audience Layers to Improve Performance
1. Homeownership Behaviors
- “Homeowner” interests and behaviors
- “Household composition: married” or “parents with teenagers”
These signals improve ad relevance for longer-term property owners likely to invest in roof replacement or repair.
2. Life Events
- “Recently moved” – new homeowners often need roof inspections
- “Anniversary” or “new job” – useful for financing-based offers
These are great for softer lead generation angles like “Schedule your free roof check before your warranty expires.”
3. Storm or Weather Targeting
Use local storm data or intent signals to identify people affected by recent weather events like hail, wind, or hurricanes. Then target those zip codes with tailored storm damage ads.
Learn how this works with intent data.
What Audiences to Exclude
Equally important is excluding audiences that will never convert—or that waste your ad spend.
- Renters: Add renter-based interests or behaviors to your exclusion list
- Job seekers: Exclude interests like “roofing jobs,” “Indeed,” or “ZipRecruiter”
- DIYers: If you're targeting service leads, exclude people interested in “DIY roof repair” or “how to install shingles”
Use Lookalike Audiences to Expand Reach
If you have a customer list or past lead data, create a lookalike audience based on people who already hired you. Facebook will then find similar users in your area based on shared traits and behaviors.
Lookalikes work best when you upload at least 100–500 contacts from real jobs, not just cold leads.
Layer in Intent Data for Maximum Precision
At HOWL, we take demographic targeting even further by using proprietary intent data to target homeowners who are already showing signs of needing a roofer. This includes behaviors like:
- Searching roofing terms on Google
- Visiting roofing or home insurance pages
- Browsing roof financing or storm repair topics
This allows us to deliver Meta Ads only to homeowners already in the market—not just the right demographics, but the right timing.
How HOWL Builds High-Converting Facebook and Instagram Campaigns
We don’t stop at basic demographics. At HOWL, we build hyper-targeted Meta Ad campaigns for roofers using a mix of:
- Demographic filters (homeowners, age, income)
- Geographic targeting by zip code
- Custom and lookalike audiences
- Behavioral and intent-based signals
- Click-to-call and lead form campaigns built to convert
The result? Exclusive, high-quality roofing leads in your service area—with lower ad costs and faster conversion times.
Final Thoughts: It’s Not About Reaching Everyone—It’s About Reaching the Right People
When it comes to roofing ads on Facebook and Instagram, the best results don’t come from casting the widest net—they come from precision. By narrowing your targeting to the right demographics, layering in intent data, and excluding the wrong audiences, you build a system that works 24/7 to bring you high-converting leads.
Apply to work with HOWL and we’ll build you a Meta Ads strategy that targets the right people, at the right time, in the right zip codes—so you can stop chasing leads and start closing jobs.