If you’re running a roofing business and looking to generate more leads online, two of the most effective platforms are Meta Ads (Facebook and Instagram) and Google Ads (Search and Display). But which one is better? And more importantly—how do they compare when it comes to lead quality, cost, and scalability?
In this article, we’ll break down the differences between Meta Ads and Google Ads for roofers, the pros and cons of each, and how to choose the right platform (or combination) for your roofing marketing strategy.
What Are Meta Ads?
Meta Ads are paid ads that run across Facebook, Instagram, Messenger, and the Meta Audience Network. They allow roofing companies to target homeowners based on location, interests, behaviors, and more.
Meta Ads are typically shown in:
- Facebook and Instagram feeds
- Stories and Reels
- Messenger inboxes
- Third-party websites and apps
These ads are highly visual, which makes them ideal for showcasing roofing projects, before-and-after photos, testimonials, or storm-related offers.
Want to learn how to launch your first Meta campaign? Read How to Set Up Your First Meta Ad Campaign for Roofing Services.
What Are Google Ads?
Google Ads are paid ads that appear on Google Search, YouTube, Gmail, and across Google's Display Network. The most effective type for roofing companies is Search Ads, which appear when someone searches for terms like:
- “roof repair near me”
- “emergency roofing contractor [city]”
- “storm damage roof replacement”
Google Ads work based on keywords and bidding—you pay to appear at the top of search results when someone is actively looking for roofing services.
Need the full picture? Check out What Is Google PPC and How Can Roofers Benefit From It?.
Meta Ads vs Google Ads: Key Differences for Roofers
1. Intent Level
Google Ads: High intent. You're capturing people actively searching for a roofer.
Meta Ads: Interruption-based. You’re targeting people based on behavior or location, not searches. Great for generating interest—but not always immediate action.
Takeaway: Google leads are typically closer to buying. Meta leads are higher in the funnel but can be just as valuable with the right follow-up.
2. Targeting Capabilities
Meta Ads: Excellent for demographic, interest, and behavior targeting. Ideal for reaching homeowners in specific zip codes, age groups, or interest segments.
Google Ads: Excellent for keyword intent and geographic targeting. You can reach people by the exact phrases they type into Google.
Takeaway: Use Meta to generate awareness and Google to convert active buyers.
3. Visual Format
Meta Ads: Highly visual—photos, videos, carousels, and Reels. Great for showcasing completed jobs, team culture, and customer testimonials.
Google Ads: Text-based (Search) or image/video-based (Display and YouTube). Search ads are straightforward but can lack the visual impact of Meta unless paired with Display or YouTube.
4. Cost Per Lead (CPL)
Cost can vary based on market, targeting, and ad quality, but here’s what we see across roofing campaigns:
- Google Ads: $75–$150 per qualified lead
- Meta Ads: $35–$100 per qualified lead
Note: Google Ads often produce higher-converting leads, but they cost more. Meta Ads are cheaper, but may require more nurturing to convert.
See more cost breakdowns here: Google Ads Cost for Roofing Companies Meta Ads Cost for Roofing Companies
5. Conversion Path
Google Ads: Click → Landing Page → Call or Form Submission
Meta Ads: Click → Lead Form, Messenger, or Landing Page → Follow-up
With Meta, many roofers use instant forms to collect leads directly inside Facebook or Instagram. With Google, traffic is typically sent to a landing page.
6. Lead Quality
Google Ads: Higher average intent, but leads cost more and competition is fierce.
Meta Ads: Slightly lower intent on average, but you can generate more leads at scale for less.
Best Use Cases for Each Platform
Google Ads Are Best For:
- Capturing homeowners who are ready to buy now
- Showing up when people search for specific roofing services
- Emergency response and storm damage leads
- High-ticket service targeting (roof replacement, commercial jobs)
Meta Ads Are Best For:
- Building brand awareness in your local market
- Promoting limited-time offers or seasonal campaigns
- Retargeting website visitors and past leads
- Generating a high volume of leads at a lower cost
Can You Use Both Google and Meta Ads Together?
Absolutely—and you should.
Combining both platforms creates a full-funnel system:
- Google Ads: Capture high-intent leads searching for roofing help now
- Meta Ads: Stay top of mind, generate awareness, and retarget non-converting traffic
This approach boosts your reach, lead volume, and conversion rate. You also reduce overreliance on one platform, which protects your pipeline if costs spike or performance fluctuates.
How HOWL Maximizes Both Platforms
At HOWL, we don’t guess. We use real homeowner intent data to fuel your ad campaigns across Meta and Google. That means:
- Google Ads go to the people actively searching for roofers
- Meta Ads target those who are researching or recently experienced storm damage
- Retargeting ads close the gap and drive conversions
We also build landing pages, write ad copy, track every call and click, and optimize daily—so you get more booked jobs, not just more clicks.
Final Thoughts: Meta vs Google Isn’t Either/Or—It’s “How and When”
Both Meta Ads and Google Ads work for roofing businesses—but in different ways and at different points in the buyer’s journey. The most successful roofing companies don’t choose one or the other. They use both together to build a predictable, high-converting lead generation system.
Apply to work with HOWL and we’ll build you a dual-platform ad strategy that gets results on autopilot—so you can focus on roofing, not chasing leads.