When you run ads for roofing services, you're not just selling a roof—you’re selling peace of mind, home value, and a better night’s sleep during storm season. But if you only target people searching for “roofing near me,” you’re leaving money on the table.
That’s where interest stacking comes in.
Interest stacking is the strategy of layering multiple, related interests in your ad targeting to reach more people who are likely to convert—even if they haven’t searched for “roof repair” yet. It’s a way to extend your reach without watering down your targeting.
For roofers looking to scale with smarter marketing, this tactic is low-hanging fruit. Let’s break down what interest stacking is, why it works, and how to apply it to your Meta and Google Ads campaigns for maximum ROI.
What Is Interest Stacking?
Interest stacking means combining multiple targeting interests into a single audience group. Instead of aiming your ads at just one audience (like homeowners), you stack that interest with others (like DIY, HGTV viewers, or storm damage insurance) to create more refined and reach-optimized ad groups.
This helps in two ways:
- Increases reach without sacrificing quality
- Improves relevance by combining intent + context
It’s especially useful for top-of-funnel campaigns or areas where keyword search volume is low, but the need is still high.
Why Interest Stacking Works for Roofing Ads
Let’s say you’re targeting people who just searched for “roof replacement.” That’s great—but it’s also competitive and expensive. Now think about this:
- What about homeowners watching DIY home improvement videos?
- What about families in storm-prone areas browsing weather apps?
- What about people researching home insurance claims?
These folks may not have searched “roofer” yet, but they’re high-intent in disguise. If you can show up in their feed first, you beat the competition to the punch. Interest stacking helps you do exactly that.
Examples of Stacked Interest Groups for Roofers
Here are real-world examples of interest stacks you can use in Meta or YouTube ads:
1. Storm Damage Stack
- Primary: Homeowners
- Stacked Interests: Local weather alerts, storm chasers, State Farm Insurance, Allstate, storm damage, roofing industry
Use this after major weather events when storm intent is high, but not everyone has searched yet.
2. Home Improvement Stack
- Primary: Homeowners aged 35–65
- Stacked Interests: HGTV, DIY Network, Lowe’s, Home Depot, home renovation
Great for reaching proactive homeowners planning upgrades and likely to consider roofing as part of a bigger remodel.
3. Insurance Claim Stack
- Primary: Recently moved or financial decision makers
- Stacked Interests: Home insurance, adjusters, public insurance claims, storm damage coverage
Perfect for roofers who help with insurance claims—reach them before they even talk to their carrier.
4. Real Estate Stack
- Primary: Homeowners aged 40–70
- Stacked Interests: Zillow, Redfin, real estate investing, home flipping, curb appeal
Useful when targeting people prepping their home for sale or flipping houses and need roofs that pass inspection.
How to Set This Up in Meta Ads
In your Ad Set, go to the Detailed Targeting section and start layering your stack:
- Use “Narrow Audience” to ensure people meet multiple criteria (e.g., Homeowners + Home Depot + Roofing Interest)
- Exclude irrelevant audiences (like renters or job seekers) to keep quality high
- Test different stacks against each other in separate Ad Sets
Pro Tip: Don’t over-narrow. You want a balance between precision and reach. Aim for audience sizes between 100k–1M depending on your service area.
How to Apply It on Google Ads (Display & YouTube)
Google’s Display and YouTube campaigns also let you stack audiences by using:
- Affinity audiences: DIYers, real estate shoppers, home renovation
- In-market segments: Roofing services, home insurance, storm prep
- Custom segments: Create your own audience based on specific interests + intent keywords
Example: A YouTube ad showing before-and-after roof transformations targeting DIY Homeowners + In-Market for Roof Services
Combining Interest Stacking with Intent Data
If you’re using HOWL’s proprietary intent data, this is where things get powerful. Intent tells you who is showing buying signals. Interest stacking tells you how to reach more people like them.
When you create lookalike audiences or retarget based on behavior, stack interests around that audience to multiply your exposure without wasting spend.
How to Measure ROI on Interest-Staked Audiences
Here’s what to track in Meta or Google to judge success:
- CTR: Are people clicking on your ads from these groups?
- Cost per Result: Are stacked audiences more cost-effective than keyword-only or general interest audiences?
- Conversion Rate: Are they filling out your forms or calling?
Stacked interest ads often outperform generic targeting because the message hits a deeper emotional or contextual chord—even if it’s not “roofing” on the surface.
Need Help Setting This Up?
If you’re a roofer trying to stretch your ad budget without stretching yourself too thin, this is one of the easiest levers to pull. You just have to know what stacks to build and how to test them the right way.
That’s where HOWL comes in. We help roofers use ad tactics like interest stacking and intent targeting to generate better leads faster—without wasting money on clicks that go nowhere.
Apply to work with us and we’ll show you how to get in front of homeowners before they even know they need you.
Final Word
Interest stacking isn’t magic—but it’s strategic. It lets you reach people before your competitors, build brand awareness around context, and turn passive scrollers into real leads.
If you’re running ads and only targeting “roofing,” you’re missing most of your future customers. Start stacking. Start testing. And start winning more roofs with smarter ads.