Running Facebook and Instagram ads for your roofing business is easy. Running ads that actually convert high-intent homeowners? That takes strategy. One of the most overlooked tools in your Meta Ads toolkit is intent signals—the digital breadcrumbs that tell you who’s ready to buy, not just scroll.
In this article, we’ll break down what intent signals are, how to find them on Facebook and Instagram, and how to use them to target, retarget, and convert more qualified roofing leads.
What Are Intent Signals in Roofing Marketing?
Intent signals are behavioral indicators that someone is likely to need roofing services soon. These signals include actions like:
- Engaging with roofing-related content
- Searching or clicking on competitor ads
- Visiting roofing websites or landing pages
- Filling out forms or starting quote processes
- Living in storm-damaged or hail-affected areas
When a user triggers one or more of these actions, they move from a cold audience to a warm—or even hot—lead. The goal is to serve the right ad at the right time to the right person.
Why Intent-Based Targeting Works on Meta Ads
Facebook and Instagram may not offer the same keyword-level intent as Google, but they offer something just as powerful: behavior-based and interest-based targeting. When layered correctly, these options let you zero in on homeowners who are:
- Actively shopping for home improvement
- Engaging with roofing-related posts
- Recently impacted by weather events
- Ready for retargeting based on prior actions
This makes Meta Ads the perfect platform to build brand awareness and capture high-intent users before they even get to Google.
How to Use Intent Signals in Facebook and Instagram Ads
1. Target Homeowners in Storm-Affected Zip Codes
Use Meta’s geo-targeting to focus on neighborhoods recently hit by hail, wind, or heavy rain. Combine this with ad copy that references the recent storm and urgency-based offers.
“Frisco Homeowners: Got Roof Damage from Last Week’s Hail? Book Your Free Inspection Today.”
Learn how to use weather-based data for storm targeting.
2. Build Custom Audiences Based on Website Behavior
Use the Facebook Pixel to track visitors who:
- Visited your roof repair or replacement pages
- Spent more than 30 seconds on your site
- Viewed pricing or quote pages but didn’t convert
These are warm leads. Retarget them with testimonial ads, limited-time offers, or reminders to book their inspection.
3. Leverage Engagement Custom Audiences
Set up custom audiences based on people who have:
- Watched your roofing videos
- Commented on or liked your Meta Ads
- Clicked but didn’t fill out a lead form
This tells Meta to group users who’ve shown interest in your roofing content—making it easier to follow up with higher-intent creatives.
4. Use Lookalike Audiences Based on High-Intent Actions
Once you’ve built audiences of converters—like people who submitted a quote request or scheduled an inspection—use Meta’s Lookalike tool to find others who behave similarly.
This expands your reach while staying focused on high-probability prospects.
5. Test Dynamic Creatives for Different Intent Levels
Use dynamic creatives to show different messages based on the user’s position in the funnel:
- “Trusted Roof Replacement Experts in [City]”
- “Still Need That Roof Quote? Book Now Before the Storm Hits Again”
- “Frisco Homeowners – Claim $500 Off Roof Replacement This Week Only”
6. Use Lead Form Retargeting
If someone starts to fill out a lead form on Facebook or Instagram but doesn’t complete it, you can retarget them with a nudge ad.
“Still need roof repairs? Complete your quote request and we’ll call you within the hour.”
7. Combine Intent Data with Demographic Targeting
Meta allows targeting by age, homeownership status, income level, and more. Layering these demographics with intent signals increases precision and reduces wasted ad spend.
Signals to Track for Optimized Retargeting
- Video views (especially 50% or more)
- Form opens and form completions
- Clicks to your roofing website
- Traffic to service-specific landing pages (e.g., roof repair vs. full replacement)
- Geolocation during major weather events
How HOWL Uses Intent Signals to Maximize Meta Ad ROI
At HOWL, we combine intent signals, geographic targeting, and behavioral data to deliver Meta Ad campaigns that don’t just look good—they convert. Our roofing ad strategies include:
- Weather-based audience targeting
- Custom funnels based on video engagement, form behavior, and service type
- Tested ad copy frameworks that match user intent
- Pixel and Conversion API setups for accurate tracking
We don’t chase impressions—we build pipelines of high-intent leads ready to book service now.
Final Thoughts: Follow the Signals, Get Better Roofing Leads
Intent signals are the difference between hoping someone sees your ad and knowing they’re ready to act. By using Facebook and Instagram’s built-in tools to spot and target these behaviors, roofers can generate higher quality leads, lower their cost per conversion, and stay top of mind with the right homeowners at the right time.
Apply to work with HOWL and let us build you a Meta Ad strategy that uses intent signals to drive real roofing leads—not just likes and clicks.