Most roofing companies waste money on social media ads by targeting the wrong people—people who never actually needed a roofer in the first place. That’s the danger of relying on interest-based audiences or broad location targeting. The fix? Building lookalike audiences from high-intent data.
If you’ve been burned by low-quality leads from Facebook or Instagram before, this article is for you. We’re going to walk through how to build smarter, sharper social campaigns using intent-based lookalikes—so you stop chasing tire-kickers and start connecting with homeowners who actually want a quote.
What Is a Lookalike Audience?
On platforms like Meta (Facebook/Instagram), a lookalike audience is a group of people that the platform identifies as similar to a “source” audience you provide. That source could be people who filled out a lead form, booked a roof inspection, or clicked a specific offer on your website.
Facebook then finds new people who look and behave similarly. The better your source audience, the better your results.
Why Most Lookalikes Miss the Mark
Here’s the issue: most roofers build lookalikes based on generic traffic—like all site visitors, Facebook page likes, or past customers from five years ago. That data is too broad or too stale. It doesn’t reflect real-time buyer intent.
The result? You end up targeting people who “might” need a roofer someday, instead of people who are thinking about hiring one today.
What Is Intent Data?
Intent data is behavioral data that signals someone is actively considering a roofing service. It goes beyond demographics or interests. It’s about what people are doing—not just who they are.
Some examples of intent signals:
- Clicking on roof repair vs. roof replacement content
- Searching for “roof insurance claim help” after a storm
- Opening a roof inspection email but not scheduling
- Spending 3+ minutes on your storm damage page
This is the gold. And when you build lookalike audiences off this type of activity, you start running ads to people who are much closer to taking action.
How to Build Lookalike Audiences from Intent Data
Here’s the step-by-step process roofing companies can follow to build these smarter audiences:
1. Identify Your High-Intent Source
Start by defining your high-intent segment. This might include:
- Leads who booked a roof inspection (from the last 60–90 days)
- Users who viewed your quote form but didn’t submit
- Visitors who landed on your “emergency roof repair” page
HOWL clients, for example, use our proprietary intent signal tracking to pull clean lists of people actively engaging with high-converting touchpoints.
2. Upload the Custom Audience to Meta
Export your intent audience data (email or phone) and upload it into Meta Ads Manager as a Custom Audience. Make sure your source audience has at least 100–300 people to get solid lookalike matches.
Note: These same signals are great for email nurture campaigns too.
3. Create a Lookalike Based on That Source
Now create a Lookalike Audience based on your custom intent segment. You can choose a 1% match (closest match), or test 1–3% depending on your local market size.
Keep your geo-targeting tight—just because someone “looks like” your ideal buyer doesn’t mean they live in your service area. Combine lookalikes with ZIP code or city targeting for best results.
4. Tailor Your Ad Creative to Match the Intent
If your source audience was built off people searching for storm damage help, don’t show them ads for solar roofs or new construction. Align your ad messaging with the original behavior:
- Use photos of storm damage
- Mention insurance claims in the headline
- Offer a free, fast inspection
The goal is to extend that same intent pattern to new, similar people—so your message feels relevant from the first glance.
5. Test, Track, and Adjust
Not all lookalikes perform the same. Some source audiences convert better than others. Test different intent buckets (repairs, insurance, replacements) to see what brings in the strongest leads at the best cost-per-lead.
Make sure your conversion tracking is rock solid. If you're not measuring form fills, calls, and booked inspections, you're flying blind.
Why This Beats Interest-Based Targeting Alone
Interest targeting on Meta—like “Homeowners,” “DIY,” or “Storm Chasers”—can be useful, but it’s still a guess. Lookalikes based on intent are backed by real behavior. They mimic what your best leads actually did, not just what Meta thinks they’re into.
That’s the difference between marketing to people who might need a roofer vs. people who act like the ones who already hired you.
Common Mistakes to Avoid
- Using low-intent sources: Don’t build lookalikes from page likes or old customer lists.
- Going too broad: Stick to 1–2% lookalikes, especially for local roofing services.
- Neglecting creative alignment: Match your ad copy to the behavior the audience was modeled from.
- Forgetting exclusions: Exclude people who already booked or became customers to avoid wasting ad spend.
Example: Lookalike Ad Campaign for Storm Repair Leads
Source Audience: 250 emails from recent storm inspection leads
Lookalike: 1% match, layered with 15 ZIP codes around Fort Worth
Ad Copy: “Storm hit Fort Worth? You might have hidden roof damage. Get a free inspection—licensed, local, fast.”
Result: 33 form fills, $47 CPL, 9 booked inspections in 7 days
This is how intent-driven lookalikes outperform “spray and pray” interest targeting every time.
Need Help Finding the Right Signals?
If you’re not sure how to collect or sort intent signals, that’s what we do at HOWL. We don’t guess who might be interested in roofing. We identify real people, in real time, who are already showing buying signals—and help you reach more just like them.
Apply to work with us if you’re ready to stop wasting money on low-quality social traffic and start building smart, scalable campaigns that actually bring in leads.
Final Thoughts
Lookalike audiences are powerful—but only if you feed them the right data. Don’t base your roofing ads on outdated lists or vanity metrics. Use intent signals to create sharper targeting, and tailor your ads to match the pain points your audience is already feeling.
That’s how you go from wasted impressions to high-quality leads. That’s how you grow with confidence. And that’s how smart roofers win on social media.