If you’re only running ads to new prospects, you’re leaving serious money on the table. The majority of high-intent homeowners won’t convert the first time they see your roofing ad. That’s where retargeting comes in—one of the most effective ways to bring warm, engaged leads back into your funnel and turn them into booked jobs.
In this article, we’ll break down what retargeting is, why it matters for roofers, and how to build a retargeting strategy that turns interest into action.
What Is Retargeting?
Retargeting (also known as remarketing) is the practice of showing ads to people who have already interacted with your brand in some way. This could include:
- Visited your roofing website
- Clicked on one of your ads
- Watched part of a video
- Opened but didn’t complete a lead form
- Engaged with your Facebook or Instagram content
These users have already shown interest—retargeting helps you stay top of mind and move them closer to converting.
Why Retargeting Is Essential for Roofing Companies
1. Most Homeowners Don’t Convert on the First Touch
Homeowners often research multiple roofers, especially after a storm or before a big investment. They might visit your site, browse your services, and then bounce—because they’re comparing options, not ready yet, or simply distracted. Retargeting brings them back when they’re ready.
2. Retargeting Focuses on High-Intent Leads
The people you retarget are already in your funnel. They’ve shown intent. These are your warmest leads, and retargeting lets you stay in front of them without wasting budget on cold audiences.
3. It Maximizes the ROI of Your Existing Campaigns
You’ve already paid to drive traffic through PPC or Meta ads. Retargeting increases the value of that initial traffic by giving those users more chances to convert.
4. It Builds Trust Over Time
When a homeowner sees your brand consistently across channels, they’re more likely to remember you—and choose you when they’re ready. Retargeting helps reinforce your credibility and professionalism.
Best Channels for Roofing Retargeting
1. Facebook and Instagram
Meta’s powerful ad platform allows you to retarget users who:
- Visited specific pages (e.g., “Roof Replacement” or “Storm Damage”)
- Engaged with your video content
- Started but didn’t finish a lead form
Learn how to use intent signals for better Meta retargeting.
2. Google Display Network
Retarget display ads to people who’ve visited your site as they browse other websites. You can even use banner ads that feature your local projects, reviews, or limited-time offers.
3. YouTube
Show video retargeting ads to users who watched your YouTube videos or visited your site. These are great for visual reminders like before-and-after roof transformations or “how we handle insurance claims.”
4. Email Retargeting (Using CRM or Website Pop-Ups)
If someone submits their email for a free quote or guide, you can run email sequences to stay top of mind, answer questions, and move them toward a phone call or appointment.
Types of Retargeting Campaigns That Work for Roofers
1. Abandoned Lead Form Follow-Up
Target users who clicked your ad and opened your lead form—but didn’t submit it. Offer a second chance to convert with urgency or a helpful message:
“Still need a quote for your roof? We’re available this week—book now.”
2. Storm Event Retargeting
After a weather event, retarget anyone who visited your storm damage page with time-sensitive messaging:
“Still dealing with hail damage? We’re helping homeowners in [City] this week—get on the schedule.”
3. Testimonial or Trust Builder Campaigns
Warm leads may hesitate due to lack of trust. Retarget with ads that feature reviews, before-and-after photos, or community involvement to close the gap.
Learn how reviews improve ad conversions.
4. Special Offer or Urgency Campaigns
Re-engage interested leads with limited-time offers like:
- “$500 Off Roof Replacement – Ends Friday”
- “Free Upgrade to Architectural Shingles This Week Only”
How to Set Up a Smart Retargeting Strategy
- Install the Meta Pixel and Google Tag on your site
- Create custom audiences based on user behavior (e.g., viewed quote page, visited from storm campaign)
- Build segmented retargeting ads with different messaging per funnel stage
- Rotate creative every 2–3 weeks to avoid ad fatigue
- Track conversions and cost-per-lead separately for retargeting vs. cold traffic
How HOWL Uses Retargeting to Convert Roofing Leads
At HOWL, we build retargeting systems that keep your roofing brand in front of high-intent homeowners across every step of the buying process. Our campaigns include:
- Dynamic Meta retargeting for lead form drop-offs
- Google Display remarketing for storm campaigns
- Customized content for different service types (repair, replacement, commercial)
- Conversion tracking from first click to booked inspection
We turn cold clicks into closed contracts—without wasting ad spend on unqualified traffic.
Final Thoughts: Don’t Let Warm Leads Go Cold
Retargeting is how you turn “maybe later” into “booked now.” By staying visible and relevant, you give high-intent homeowners the nudge they need to choose your roofing company over the competition.
Apply to work with HOWL and let us set up a full-funnel retargeting system that brings your warmest roofing leads back—and turns them into booked jobs.