Running Meta Ads (Facebook and Instagram) can be one of the most powerful ways for roofing companies to generate leads—if done right. But most roofers waste money on these platforms by making avoidable mistakes that tank performance and inflate cost-per-lead.
If you’ve ever said “Facebook ads don’t work for roofing,” this article is for you. We’ll break down the most common mistakes roofers make with Meta Ads—and how to fix them to start seeing real ROI.
1. Targeting Too Broad of an Audience
One of the biggest Meta Ads mistakes roofers make is going after everyone instead of the right someone. When you target a massive audience with no filters, you burn budget on people who aren’t even in the market for roofing services.
What to do instead:
- Use geographic targeting based on zip codes or cities you actually serve
- Leverage homeowner-focused interests and behaviors
- Use lookalike audiences based on past leads or customer lists
The more specific your audience, the more relevant your ad—and the better your results.
2. Using Generic Ad Creative
“We’re a roofing company. Call us.” That kind of ad doesn’t cut it anymore. Generic images and boilerplate copy get ignored, especially in a feed full of personal content.
- Use before-and-after photos from actual jobs
- Feature local testimonials and real homes in your service area
- Match the visuals to the offer—like showing hail damage when promoting storm repair services
Ads that feel real and relatable get clicks. Stock photos and vague messaging don’t.
3. Not Having a Clear Offer or CTA
Many roofing ads fail because they don’t tell the viewer what to do next. If your ad says “We do roofing” but doesn’t offer a free inspection, quote, or incentive—you’ll lose their attention fast.
- Offer something specific and valuable: “Free Roof Inspection in Frisco” or “$500 Off Full Replacement”
- Use clear CTAs like “Book Now,” “Get Estimate,” or “Claim Offer”
- Make sure your landing page or lead form matches the offer in the ad
The best-performing roofing ads feel like an opportunity—not a billboard.
4. Sending Traffic to a Generic Homepage
If you’re paying to get clicks, the last thing you want is to send them to a cluttered homepage with no clear next step. This kills conversion rates.
- Create landing pages specific to your ad and city
- Include testimonials, before-and-after images, and a short contact form
- Reiterate the offer from the ad for message match
Ads drive attention—landing pages convert it. Get both right and your leads will skyrocket.
5. Ignoring Retargeting
Most homeowners won’t convert the first time they see your ad—but that doesn’t mean they’re not interested. If you don’t retarget warm traffic, you’re letting potential leads slip through your fingers.
- Set up a retargeting audience of people who visited your website or clicked on your ad
- Use testimonial videos or reminders like “Still need your roof checked?”
- Run a follow-up offer to nudge action (“Limited Appointments This Week”)
Retargeting is one of the highest ROI tactics available—use it to stay top of mind and convert fence-sitters into booked jobs.
6. Not Using Video
Roofing is visual—and video content often performs better than static images. Yet many roofers skip it entirely.
- Use short videos showing crews in action, storm damage, or completed projects
- Include voiceovers or captions with local references
- Test video vs. image ads to see what performs best for your area
You don’t need a fancy camera—your phone, good lighting, and real work are enough.
7. Overcomplicating the Funnel
Some roofers try to get too fancy—multi-step funnels, quizzes, or overly long forms. This adds friction and kills momentum.
- Keep forms short: name, phone, address, service needed
- Use Meta’s built-in lead forms for fast mobile conversions
- Follow up quickly with calls, texts, or automated emails
Simple funnels convert better—especially when someone’s scrolling on their phone after a storm.
8. No Follow-Up System
Leads are only valuable if you respond. If you don’t have a system to follow up with Meta leads quickly, you’re wasting your ad spend.
- Set up automated texts or emails for instant follow-up
- Use a CRM that alerts your team when a new lead comes in
- Assign follow-up roles to avoid missed calls or delays
Speed to lead is everything. If you wait more than 10 minutes, you’re probably too late.
How HOWL Helps Roofers Avoid These Meta Ad Mistakes
At HOWL, we build Meta Ad campaigns that actually deliver roofing leads—not just clicks. Our approach includes:
- Hyper-targeted audiences by zip code and homeowner data
- Creative assets tailored to your service area and offer
- Custom landing pages and lead form integrations
- Behavior-based retargeting and fast lead routing systems
We don’t “boost posts”—we build lead systems.
Final Thoughts: Meta Ads Work—When You Do Them Right
Most roofing companies fail with Meta Ads not because the platform doesn’t work—but because they make the mistakes listed above. Fix them, and Meta becomes one of the best ways to generate consistent, affordable roofing leads in your service area.
Apply to work with HOWL and let us build you a Meta Ads strategy that avoids the common pitfalls—and actually fills your pipeline with homeowners who need your services right now.