If you’re running Meta Ads (Facebook and Instagram) for your roofing business, you already know it’s one of the best ways to reach homeowners. But reaching someone and convincing them to trust you are two very different things. That’s where customer testimonials come in.
In an industry where trust is everything, showcasing real reviews and testimonials in your ads can dramatically increase engagement, credibility, and conversions. In this guide, we’ll show you how to effectively use customer testimonials in your Meta Ads to generate more roofing leads and win more jobs.
Why Testimonials Work So Well in Roofing Ads
Homeowners don’t want to hear you talk about how great your roofing company is—they want to hear it from other homeowners like them. A well-placed testimonial:
- Builds instant trust with new prospects
- Overcomes skepticism, especially after storms or insurance claims
- Provides real-world proof of the results you deliver
- Increases click-through rates and lowers cost per lead
In a competitive market, a genuine testimonial can be the reason someone clicks your ad—and calls you instead of your competitor.
Types of Testimonial Content That Performs Best
1. Video Testimonials
Short clips of real customers speaking on camera are gold. They feel personal, authentic, and emotionally compelling—especially if you highlight:
- Before-and-after results
- Storm damage recovery stories
- Customer experience working with your crew
- How fast or seamless the process was
Pro tip: Keep it under 60 seconds. Add subtitles for people watching with sound off. Include a simple call to action like “Schedule Your Free Roof Inspection Today.”
2. Quote Graphics
If you don’t have video, use a high-quality image with a text overlay featuring a short review quote and the customer’s name (first name and city work fine).
Example:
“After the hailstorm, HOWL had my roof inspected and replaced in under two weeks. Professional, fast, and no headaches.” – Sarah, McKinney TX
Bonus: Pair these with a project photo, your team in the field, or a branded background to make them stand out.
3. Carousel Ads with Multiple Testimonials
Showcase a variety of customer stories by using carousel ads. Each card can highlight a different homeowner, project, or review.
Example structure:
- Card 1: “Fast Response After Hailstorm – Plano”
- Card 2: “Financing Made Our Roof Replacement Easy – Allen”
- Card 3: “Honest, Reliable Crew – Frisco”
Where to Pull the Best Testimonials From
- Google Business Profile reviews
- Facebook page reviews
- Post-project follow-up surveys
- Email thank-you notes from customers
Always get permission if using a full name or photo, especially for video or quote graphics used in paid ads.
How to Integrate Testimonials Into Your Meta Ads
1. Use Testimonials as Primary Ad Copy
Instead of writing a sales pitch, let your customers do the talking.
Example Ad Copy:
“We didn’t know who to call after the hailstorm. A friend recommended HOWL and they handled everything, including our insurance. Our roof looks amazing!”
– Jennifer, homeowner in Frisco
Follow with a clear CTA: “Book Your Free Inspection Today”
2. Feature Testimonials in Video Ad Captions
Use video footage of a project or your team in action, and add testimonial quotes as captions or voiceovers. This adds trust without needing customers on camera.
3. Use Testimonials in Retargeting Ads
When someone visits your site or engages with a previous ad but doesn’t convert, show them a testimonial-based ad. This social proof often gives them the final nudge.
4. Match Testimonials to Ad Themes
Running a storm damage campaign? Use a testimonial from a storm restoration job. Promoting roof financing? Show a customer who used your payment plan.
Match the message to the moment for maximum impact.
Design Tips for Testimonial Ads
- Use real customer photos when possible – faces build connection
- Highlight star ratings visually (★★★★★)
- Keep text short and readable on mobile
- Use your logo or branding for recognition
- Test multiple layouts – full quote vs. headline and snippet
How HOWL Uses Testimonials to Maximize Meta Ad Results
At HOWL, we build ad campaigns that don’t just talk about results—we show them. Our team uses real customer stories to fuel high-converting Meta Ads that:
- Build trust with cold audiences
- Nurture warm leads through retargeting
- Increase click-through and conversion rates
- Lower cost per lead by focusing on proof over promises
We handle testimonial sourcing, ad creative, copywriting, and audience targeting—so you get results without lifting a finger.
Final Thoughts: Let Your Customers Sell for You
If you’ve delivered great results, you already have the best advertising content money can’t buy—happy homeowners. Use their words and experiences in your Meta Ads to build trust faster, connect with new leads, and grow your roofing business the smart way.
Apply to work with HOWL and let us turn your customer success stories into high-converting Meta Ads that make your roofing company stand out and sell.