Facebook ads can work for roofers, but only when three things are right: a clear offer like a free roof health check, a tight local audience, and someone answering every lead within minutes. Most roofers who say "Facebook doesn't work" had the first two and skipped the third. Fix the follow-up before you spend a dollar.
Do Facebook ads work for roofers?
They can. Facebook and Instagram (both run through Meta Ads Manager) let you show ads to homeowners in the suburbs you work in. Unlike Google, people aren't searching for a roofer when they see your ad. You're interrupting their scroll, so the offer has to be worth stopping for.
That makes Facebook good for:
- Roof restorations and repaints, which people put off until something prompts them.
- Free roof health checks, which give homeowners a low-risk reason to say yes.
- Storm follow-up in affected suburbs.
It's weaker for emergency leaks. Someone with water coming through the ceiling searches Google; they don't wait for an ad.
What offer should a roofer advertise?
The best-performing offers in this industry give homeowners a reason to act now without committing to a big job. Common examples:
Free roof health check
- Good for
- Restorations, repairs, general enquiries
- Watch out for
- Make it a real inspection with a written report, not a sales ambush
Storm damage check
- Good for
- After hail or wind in your area
- Watch out for
- Only run where storms actually hit
Before and after showcase
- Good for
- Building trust, retargeting
- Watch out for
- Use your own jobs only
Seasonal check before winter or storm season
- Good for
- Maintenance work
- Watch out for
- Keep claims factual
| Offer | Good for | Watch out for |
|---|---|---|
| Free roof health check | Restorations, repairs, general enquiries | Make it a real inspection with a written report, not a sales ambush |
| Storm damage check | After hail or wind in your area | Only run where storms actually hit |
| Before and after showcase | Building trust, retargeting | Use your own jobs only |
| Seasonal check before winter or storm season | Maintenance work | Keep claims factual |
Whatever you offer, deliver exactly what the ad says. If the ad says "free roof health check", the homeowner should get one, with photos and a plain-English summary.
Who should the ads target?
Keep it local and simple:
- Location: only the suburbs you want to work in. Don't target your whole state to make the numbers look bigger.
- Age: homeowners skew older, but don't over-narrow. Let Meta's delivery find the people who respond.
- Exclusions: exclude your existing customers if you're uploading a customer list, so you're not paying to reach people who already know you.
Your creative does a lot of the targeting. A photo of a tired tile roof in a suburban street speaks to the right people better than any interest setting.
How much should a roofer spend?
There's no correct number, and published averages vary so much that they're not much use for planning. Start with a budget you can afford to lose while you learn, run it for at least a couple of weeks, and judge it by inspections booked, not clicks or likes.
As a reference point only, LeadKites' own Growth Plus plan typically runs Meta ads at around $20 to $30 a day of the client's ad spend, paid at cost. That's our starting point, not a promise of results.
Should I use lead forms or a landing page?
Meta offers instant forms (lead forms that open inside Facebook) and you can also send people to a page on your website. Both work. The trade-off is volume versus quality.
Instant form
- Effort for the homeowner
- Very low, details pre-filled
- Typical lead quality
- Lower, some forget they filled it in
- What you control
- Questions and form type
- Best for
- Simple offers, testing
Landing page
- Effort for the homeowner
- Higher, they leave Facebook
- Typical lead quality
- Higher, they took more steps
- What you control
- Everything: proof, photos, booking
- Best for
- Considered jobs like restorations
| Option | Effort for the homeowner | Typical lead quality | What you control | Best for |
|---|---|---|---|---|
| Instant form | Very low, details pre-filled | Lower, some forget they filled it in | Questions and form type | Simple offers, testing |
| Landing page | Higher, they leave Facebook | Higher, they took more steps | Everything: proof, photos, booking | Considered jobs like restorations |
Meta's instant forms come in three types: More volume (the default, quickest to submit), Higher intent (adds a review screen so people confirm their details before submitting) and Rich creative (Jon Loomer's guide to instant forms). For roofing, Higher intent is usually the better starting point.
Add one or two qualifying questions, such as:
- Which suburb is the property in?
- What's the main issue? (leak, restoration, repair, not sure)
Don't add ten questions. Every extra question cuts responses.
If you use a landing page, make it a single page about the offer, with your licence number, real job photos, genuine reviews and a booking button. Our guide to a roofing website that books inspections covers what that page needs.
Why does follow-up speed matter so much?
A Facebook lead is a person who tapped a button a few seconds ago while scrolling. Ten minutes later they're doing something else. By tomorrow, they may not remember filling in your form.
So the most important part of a Facebook campaign isn't the ad. It's what happens next:
- 1Reply within minutesBy text, with their name and the offer they asked for.
- 2Give them a booking linkSo they can pick an inspection time without a phone tag.
- 3Follow upIf they don't reply, a few times over the next week, then stop.
- 4Track every leadThrough to booked, quoted and won, so you know whether the ads are paying.
This is exactly where most ad spend is wasted, and why we only run ads for clients after the answering system is in place. LeadKites replies to every enquiry within 60 seconds. Read more about the difference between generating leads and answering them.
Do I need to label AI-generated images in ads?
If you use AI tools to make or edit your ad images, be aware that Meta labels them. Meta says ads created or significantly edited with its generative AI tools get an "AI info" label, and ads with AI-generated photorealistic people show the label next to "Sponsored". Meta's June 2026 update says it will also detect and label ads made with third-party AI tools (Meta, Expanding GenAI transparency for Meta's ads products).
Facebook ads checklist for roofers
Facebook ads checklist for roofers
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Frequently asked questions
How much do Facebook ads cost for a roofer?
It depends on your area, offer, season and competition, so there's no reliable average to plan with. Start with a budget you can afford to test with and judge it by inspections booked. As a reference, LeadKites typically starts client Meta ads at around $20 to $30 a day, paid at cost.
Are Facebook lead forms or landing pages better for roofers?
Lead forms get more leads with less effort, but quality is often lower. Landing pages get fewer, more considered enquiries. Many roofers start with Meta's Higher intent form type, which adds a review step, and one or two qualifying questions.
Why are my Facebook leads not answering?
Usually because the follow-up was too slow. A lead from a scroll goes cold fast. Reply within minutes by text, include a booking link, and follow up a few times before giving up.
Can I use AI images in my roofing ads?
You can, but Meta labels AI-generated and significantly AI-edited ad content. Real photos of your own work are more trustworthy. Never use AI-made customers or before-and-after images of work you didn't do.
Should I run Facebook ads or Google ads?
They do different jobs. Google catches people already searching, often for urgent repairs. Facebook reaches homeowners who weren't looking yet, which suits restorations and health checks. Note that Google Local Services Ads aren't available for Australian roofers.
Sources and fact-check
Checked against these sources on 26 October 2026. Prices and rules change, so confirm with the provider before you buy.
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