Running Meta (Facebook and Instagram) ads for your roofing company is only effective if you know what to measure. Too many roofers boost a post or launch a quick campaign, then judge success by how many likes or views it got—without tracking what really matters. If you want real results, you need to focus on the right KPIs (Key Performance Indicators).
In this article, we’ll break down the essential KPIs you should monitor in your Meta Ad campaigns to track performance, optimize ad spend, and generate consistent, qualified roofing leads.
Why KPIs Matter in Roofing Meta Campaigns
KPIs help you measure what matters most: are your ads turning impressions into leads, and leads into jobs? Tracking the right data points ensures you’re not wasting money on vanity metrics or ineffective targeting.
Effective KPI tracking allows you to:
- Understand what’s working—and what’s not
- Improve ad copy, visuals, and targeting
- Lower cost per lead
- Increase conversion rates
- Justify ad spend and scale smartly
Top KPIs to Track in Roofing Meta Ad Campaigns
1. Cost Per Lead (CPL)
This is the most important KPI for most roofing companies. It shows how much you’re paying to acquire each lead from your Meta ad campaign.
Total amount spent ÷ Number of leads generated
A low CPL with consistent lead quality. What’s “low” depends on your market, but $30–$100 is typical for high-intent roofing leads when campaigns are optimized.
2. Click-Through Rate (CTR)
CTR measures how effective your ad creative and copy are at grabbing attention and generating action. A low CTR often means the ad isn’t resonating with your audience.
A CTR of 1% or higher is solid for roofing. Under 0.5%? You likely need to test new headlines, images, or audience targeting.
3. Conversion Rate (CVR)
CVR tracks how many people who clicked on your ad actually submitted a form, called you, or booked an inspection. This shows how well your landing page or lead form is converting interest into action.
Optimize your landing page for higher conversion rates.
4. Cost Per Click (CPC)
CPC tells you how much you’re paying for each ad click. It’s useful for comparing campaigns and gauging ad efficiency, but by itself, it doesn’t tell the whole story.
CPC under $2 is a strong benchmark for roofers—but always weigh this against your lead quality and CPL.
5. Lead Form Completion Rate
If you’re using Facebook’s lead form ads, you need to know how many people started the form versus how many actually completed it. A low rate here indicates friction in your form or low trust in your offer.
- Keep the form short (name, phone, zip code) - Use trust signals like “Licensed & Insured” or “Google 5-Star Rated” - Reinforce your offer in the form headline (“Free Storm Damage Inspection”)
6. Frequency
Frequency measures how often the same person sees your ad. If it gets too high, people tune out—or worse, get annoyed. This leads to ad fatigue and higher costs.
Keep frequency under 3 for most cold traffic campaigns. If it rises too high, rotate in new creatives or expand your audience.
7. Impressions vs. Reach
- = number of unique people who saw your ad - = total times your ad was shown
This helps you understand how often people are being exposed to your message—and whether it’s time to refresh your campaign assets.
8. Return on Ad Spend (ROAS)
ROAS tells you how much revenue you’re generating compared to how much you’re spending on Meta ads. This is your true bottom-line metric.
Total revenue from leads ÷ Total ad spend
A ROAS of 3x or higher is ideal for roofing. That means for every $1 you spend, you’re generating $3 or more in job revenue.
9. Quality of Leads
Quantity means nothing if the leads are weak. Track how many of your Meta leads actually convert to booked jobs or inspections. This requires tight CRM tracking and lead qualification.
Use tags in your CRM like “Meta – Roof Repair Lead” to track close rates per channel.
Bonus: KPIs for Retargeting Campaigns
If you’re running retargeting ads to people who visited your landing page or opened a lead form, track these additional metrics:
- How many conversions happened after seeing—but not clicking—an ad
- How much it costs to bring a past visitor back into your funnel
- Return on ad spend from warm leads
How HOWL Tracks and Optimizes Roofing Meta Campaigns
At HOWL, we manage Meta ad campaigns for roofers by focusing on the KPIs that actually grow your business. Our process includes:
- Weekly KPI dashboards for CPL, CVR, ROAS, and more
- Automated form tracking and call tracking integration
- Creative testing based on CTR and lead quality
- Intent-signal targeting and custom audience segmentation
We don’t chase vanity metrics. We chase booked roofing jobs and measurable ROI.
Final Thoughts: Track What Matters, Cut What Doesn’t
Clicks and likes won’t grow your roofing business—leads and jobs will. By focusing on the right KPIs, you can refine your Meta strategy, cut wasted spend, and double down on what works. When your ads are driven by data, not guesswork, better results follow.
Apply to work with HOWL and let us manage your Meta ad campaigns with full KPI tracking, real performance reporting, and strategy that actually drives roofing leads—not just traffic.