Facebook Ads for Roofing Contractors: Full Guide

How much do Facebook ads cost a roofing company?

A contractor lead on Facebook typically costs about $61 in Canadian dollars, the median across the studies and platforms we checked^1–4. Few studies break roofing out on Facebook, so that's the closest match. A roofing lead from Google search typically costs $258⁵, so Facebook is about a quarter of the price.

The two leads aren't the same. A Google lead searched for a roofer today. A Facebook lead saw your ad and put their hand up. These rates are an illustration, not a benchmark: Google uses the contractor typical⁵, and Facebook assumes half as many leads book.

Debut Marketing illustration. A Facebook lead called tomorrow can cost as much per job as a Google lead.

How do you set up Facebook ads for roofing companies?

Set up your page and Meta pixel, pick a Leads campaign, set the towns you serve, build a "Higher intent" instant form with a homeowner question, add your own roof photos and an offer, connect the form to an instant text, then leave it alone for a week while Meta learns.

1. Get the basics in place. A business Facebook page with recent jobs, an ad account in Meta Business Suite, and the Meta pixel on your website.
2. Choose the Leads objective. It gives you instant forms and lets Meta find people likely to fill them in.
3. Set the location to the towns you serve. Location stays a hard limit even with Advantage+ audience, while most other targeting is treated as a suggestion¹⁰.
4. Build the form. Pick "Higher intent", which adds a review screen before sending¹¹, and ask "Do you own the home?" plus what they need.
5. Write two or three ads with your own photos, one offer and a clear button like "Get Quote".
6. Connect the form to your CRM or an automatic text, so every lead hears from you in a minute.
7. Wait. Meta says an ad set usually leaves its learning phase after about 50 results in a week, and big edits restart it¹². Judge it after 2 to 4 weeks, by inspections booked.

The ad set is where most of the setup happens. Here's what it looks like for a made-up roofer in Calgary.

Should storm and retail roofing ads run as separate campaigns?

Yes. Retail ads (roof age, replacement, financing) run all year at a steady budget. Storm ads (hail and wind inspections, claim help) switch on within a day of a storm, run hard in the hit areas for a week or two, then stop. Mixed together, the storm leads drown out the retail ones and you can't tell which campaign works.

Debut Marketing's campaign structure for roofing accounts.

Build the storm campaign before storm season, with the ads written and paused, so all you change on the day is the area and the budget.

What roofing ads work on Facebook?

Ads with your own roof photos, one clear offer and a reason to act this month. Three ideas fit most Canadian markets: a roof age check for older suburbs, a hail inspection after a Prairie storm, and a leak inspection in the coast's rainy months. Each has a hook, which is the first line or the first three seconds of video.

1. The roof age check. Most asphalt roofs need replacing every 20 to 25 years, according to HomeStars¹³, so the age of a neighbourhood is a better target than any interest setting.

• Hook: "Built before 2005? Your roof may be on its last few winters."
• Offer: a free roof age and condition check, with photos sent to your phone.
• Creative: curling or granule-worn shingles from a job in that town, then the new roof.

2. After the storm. The August 2024 Calgary hailstorm caused nearly $2.8 billion in insured damage and more than 130,000 claims¹⁴.

• Hook: "Hail last night? Here's how to check your roof from the ground."
• Offer: a free hail inspection and help with the insurance claim, if you offer it.
• Creative: a 20-second captioned video of your crew marking hail hits on a real roof.

3. Leak season. On the BC coast, November brings about 186 mm of rain at Vancouver airport, five times as much as July¹⁵.

• Hook: "Ceiling stain after this week's rain? Don't wait for it to spread."
• Offer: a same-week leak inspection, or a fixed-price minor repair if you can set one.
• Creative: before and after photos of a leak, flashing or skylight repair nearby.

Here's what a full ad can look like, with your own numbers swapped in:

Primary text: Is your roof older than your kids? Most asphalt roofs last 20 to 25 years. We'll check yours for free this month and text you the photos, no pressure. 4.9 from 140 Calgary homeowners on Google. Local, insured, 10-year workmanship warranty. Headline: Free Roof Check in Calgary Button: Get Quote

These are starting drafts to adapt, not tested results. Use financing or seniors discounts only if you actually offer them, put captions on every video, and look at what other roofers run first in Meta's Ad Library¹⁶¹⁶.

Instant form or landing page for roofing leads?

Use an instant form for inspections and small repairs, and a landing page for replacements. Instant forms bring more leads because people never leave Facebook. Landing pages bring fewer, more serious ones, with room for your photos, reviews, warranty and financing. Most roofers should start with the form.

A replacement landing page needs the phone number and one button on the first screen, your Google rating near the headline, your warranty in years and the shingles you install. In our study, 73% of the top quarter showed their Google rating or reviews on their site, against 12% of the bottom quarter⁷. And 65% of homeowners in Roofing Contractor's 2026 survey said transparent pricing makes them more likely to call¹⁷.

How much should a roofer spend on Facebook ads?

Start at $1,000 to $2,500 a month in a small market, $2,500 to $5,000 in a mid-size one and $5,000 to $12,000 or more in a big metro. At the typical $61 a lead, $2,500 buys about 41 leads. Raise it only once your cost per booked job is steady, and keep a storm reserve on the Prairies.

How do you turn Facebook leads into roofing jobs?

Send an automatic text the moment the form comes in, call within minutes, and keep every lead in a CRM so you can see which ones became roofs. A Facebook lead filled in a form between other things. If you call tomorrow, they may not remember you, and the studies all agree on speed.

Then retarget the ones who didn't book. Roofing buyers compare: 68% of Canadian homeowners in our survey used more than one place to research a contractor, and 23% used social media²². Stay in front of them for a few weeks:

Debut Marketing's retargeting plan. Website visitors need the Meta pixel, which only 18% of roofing sites have⁷.

What wastes a roofing Facebook budget?

Stock photos, no clear offer, slow follow-up and ads shown outside the towns you serve. Most wasted budgets we see have all four. The fix is rarely more money: it's your own photos, one offer, a text in the first minute and a fresh ad every month or so, because the same ad stops working once your area has seen it.

Where to start

Run one retail lead campaign in the towns you serve, with the offer that fits your region, your best before and after photos and an instant text on every lead. Give it a month, count the roofs it books, then add retargeting and a paused storm campaign. Facebook works best next to Google Ads: Google catches people searching today, and Facebook reaches the ones who will be next month.

If you'd rather have it done for you, see our marketing for roofing companies or how we run roofing Facebook ads. The full roofing data is in our roofing website study.