Spending money on Facebook and Instagram ads without tracking ROI is like roofing a house in the dark—you’re working hard, but you can’t see what’s actually getting results. If you’re running Meta ads for your roofing business, knowing how to is the difference between scaling up profitably or wasting budget.
In this article, we’ll break down how to measure ROI from Facebook and Instagram ads, what metrics matter most, and how to track actual job revenue—not just clicks and likes.
What Is ROI in Roofing Ad Campaigns?
is the amount of profit you earn from your ad spend. It’s the most important number when it comes to deciding whether your Facebook or Instagram ads are working.
(Total Revenue – Ad Spend) ÷ Ad Spend × 100
If you spend $1,000 on ads and book $6,000 in roof repair jobs, your ROI is 500%.
Why ROI Is Harder to Measure in Roofing Than in E-Commerce
Unlike online stores where purchases are instant, roofing leads don’t always convert right away. A homeowner might:
- Click your ad today
- Book an inspection tomorrow
- Get the job done two weeks later
That’s why you need a full-funnel tracking system—not just Facebook metrics. You’re tracking revenue per lead, not revenue per click.
1. Set Clear Goals Before You Launch Ads
ROI starts with clarity. What counts as a “return” for your business?
- Is it booked inspections?
- Is it signed contracts?
- Is it revenue received?
Know your average close rate and average job value to reverse-engineer your ROI targets. If 1 out of every 5 leads becomes a $10,000 job, then you know every lead is worth $2,000 in potential revenue.
2. Use Facebook’s Conversion Tracking Tools
Install the Facebook Pixel on your website and connect your lead forms. This allows you to track:
- Page views
- Button clicks
- Form submissions
- Phone number taps (on mobile)
Set up Meta’s Conversion API to track server-side data that the Pixel can’t always capture—especially after iOS privacy changes.
3. Track Cost Per Lead (CPL)
is one of the most important Meta ad KPIs. It tells you how much you’re spending to generate each roofing lead.
Ad Spend ÷ Number of Leads
Monitor this weekly, and compare it to your lead quality and close rate.
Explore more critical Meta ad KPIs here.
4. Qualify Your Leads to Separate ROI-Positive From ROI-Negative
Not all leads are created equal. You should be tagging or categorizing leads in your CRM or spreadsheet by:
- Service type (repair, replacement, insurance claim)
- Location
- Job size
- Closed or lost
This allows you to calculate not just cost per lead—but cost per booked job and .
5. Sync CRM Data With Meta Reporting
The best way to measure ROI is to . Connect your CRM or lead tracking tool to your Meta campaigns, or manually cross-reference leads using source tags like:
- “Facebook - Storm Campaign March 2025”
- “IG - Spring Maintenance Offer”
Once jobs are completed, mark the revenue earned from each campaign source.
6. Use UTMs to Track Facebook Traffic in Google Analytics
UTM parameters help you track exactly where your traffic and leads are coming from. You’ll know whether it was from Facebook, Instagram, or even specific campaigns or ad sets.
?utm_source=facebook&utm_medium=cpc&utm_campaign=roof-inspection-march
This gives you deeper insight into which campaigns are leading to high-quality leads and actual conversions.
7. Calculate ROAS and Long-Term Value
is slightly different than ROI. It’s focused on revenue generated per dollar spent, not net profit.
Revenue ÷ Ad Spend
If you spend $2,000 and earn $10,000 in revenue, your ROAS is 5x.
Also factor in long-term customer value. A homeowner you install a roof for today might call you in five years for repairs—or refer you to friends. That’s part of your long-term ROI.
8. Don’t Rely on Vanity Metrics
Likes, shares, video views—they’re nice, but they don’t pay the bills. Always prioritize ROI metrics over vanity metrics. Focus on:
- Cost per lead
- Cost per job
- Job value
- Close rate
9. Run A/B Tests to Optimize ROI
Split test different creatives, offers, and copy to improve your lead quality and reduce your CPL. One change in ad messaging can lower your CPL by 30% or more—and raise your overall ROI.
Learn why A/B testing is key to roofing ad success.
10. Track Results Over Time, Not Just Per Campaign
Facebook leads might take 7 to 21 days to convert—sometimes longer. Don’t evaluate ROI too early. Track performance over time to get the full picture of how your ad dollars are working for you.
How HOWL Measures and Improves Meta Ad ROI for Roofers
At HOWL, we don’t just run Meta ad campaigns—we build full-funnel strategies that connect ads to real revenue. Our approach includes:
- Custom ROI dashboards for Meta campaigns
- Lead tracking synced with your CRM or spreadsheet
- Form tracking, call tracking, and UTM data for full visibility
- Weekly reporting on cost per job, CPL, and ROAS
We make sure your ads don’t just look good—they work hard.
Final Thoughts: ROI Is the Only Metric That Matters
Running ads without knowing your ROI is like bidding a roofing job without measuring the roof. You need real numbers to make smart decisions. When you track the right KPIs and connect your campaigns to real job revenue, you’ll know exactly what’s working—and how to scale it profitably.
Apply to work with HOWL and let us build a Meta ad strategy that tracks every dollar from click to contract—so you know your roofing ads are delivering real returns.