Facebook and Instagram can bring you planned roof replacements before the homeowner starts searching. You need a clear reason to respond, real local roofs in the ad and a short path to an inspection. More names in a spreadsheet won't fix an offer that attracts the wrong work.
We build and run that campaign with you. 9xLocal's expert-led AI marketing packages start at $297/month, with ad spend separate. Our AI assistant follows up with leads until they book, either straight into your calendar or through your office. You choose, and you're spending less time chasing replies.
See if we're a fitWant the setup steps first? Read how roofing Facebook ads work. For the wider plan, see our roofing marketing agency.
When Facebook works for roofers, and when it doesn't
I'd choose Facebook and Instagram for a homeowner who's thinking about the roof but hasn't picked a contractor. I'd choose Google first for someone searching because water's coming through the ceiling. That's what our Google Ads management for roofers covers. If you want both channels feeding one booking route, see roofing lead generation.
| Good reason to use Facebook | Where I'd start elsewhere or fix something first |
|---|---|
| Planned shingle replacements and older roofs | Urgent leak searches: start with Google Search and eligible Local Services Ads |
| Metal upgrades that need a visual explanation | A tiny service area where the same people keep seeing the same ad: widen only to places you'll serve |
| Local post-storm inspections you can actually attend | A full inspection calendar: sort out capacity before buying more inquiries |
| Following up with people who've visited your site or watched your content | Nobody handles homeowner replies: fix the handoff before launch |
A small town isn't automatically a bad market. Look at how often people see the ad, whether fresh inquiries still come in and how far you'll drive for the work. Don't spend more just to show the same offer to the same people again.
We start with your preferred job type, service area and available inspections. That gives the campaign a useful target from day one.
Why roofers pick 9xLocal
An agency replacement from $297/month
Bring your ads, website and follow-up into one marketing service. You won't have to work out which supplier lost the inquiry.
Less time chasing homeowners
The AI assistant follows up with leads until they book. You're free to handle the roofing questions and inspections that need your experience.
Show the roofs you've just finished
Your crew sends job photos through the 9xLocal app. A strategist reviews them before they're added to your website, so an interested homeowner can see recent work.
See where your money goes
Ads run in your own accounts, with no markup on ad spend and no shared leads. Your campaign inquiries go to your business.
Keep your options open
We're month to month, with a 30-day money-back guarantee. Everything we build is yours, including the website files if you leave.
Roofing offers that work
Start with one offer you can deliver well. A homeowner should know what they'll get before they give you their number.
A roof condition report
Attracts: homeowners who want to understand a roof problem. Offer photos, a short video and a plain explanation of what needs attention.
Risk: you'll attract some roofs that need a small repair. Best for: useful inspection conversations that can lead to replacement work when it's needed.
A price-explainer video
Attracts: owners trying to budget for replacement. Explain what changes the price: size, material, access and the work underneath.
Risk: a headline price can set the wrong expectation. Best for: a roofer who can explain a real example and its scope.
An instant price range
Attracts: people who aren't ready for a sales visit. Let them explore a range before booking.
Risk: the tool may miss work you'll find on inspection. Best for: a business with a working quote tool and a clear next step.
An older-roof check
Attracts: owners wondering how much life their roof has left. A message for roofs 15+ years old gives them a reason to ask.
Risk: age alone doesn't tell you a roof needs replacing. Best for: established neighborhoods and honest repair-or-replace advice.
A financing option
Attracts: owners who need a roof but are worried about the upfront bill. Use the lender's actual terms and the Meta category and targeting rules that apply to the offer.
Risk: a monthly-payment headline can hide what the buyer needs to know. Best for: a roofer with a real financing route and clear eligibility details.
A local post-storm inspection
Attracts: nearby owners worried about recent weather. Say what you'll inspect and show real work from your area.
Risk: promising visits you can't fit in. Best for: local crews with inspection capacity. Don't promise insurance approval, a free roof or a waived deductible.
Three real ads, three different reasons to respond
What to notice: the price grabs attention, then the copy brings roof size into the conversation. If you're using a starting figure, put the size and scope beside it so the homeowner understands what that figure buys.
What to notice: the appeal is a price without a sales visit. If your ad says instant, your tool needs to produce the range immediately. A form that only asks someone to call back won't deliver that offer.
What to notice: the seasonal headline and payment message give two reasons to act. Keep the offer current. An old summer promotion running into fall makes the homeowner wonder whether the deal still exists.
We help you choose the offer, write it clearly and build the ad around your own roofs and the service you'll deliver.
What we run and what you supply
We set up and run the campaign in your account. We usually have you live within 3 working days of getting access. You bring the roofing knowledge and the work we can show.
| We handle | You supply |
|---|---|
| We write the offer, headlines and ad copy | Your preferred jobs and what the inspection includes |
| We turn your real photos and phone videos into ads | Start with 10+ job photos and a few short clips; we'll tell you what to film |
| We set the service area and build the qualifying form | Where you'll work and how many inspections you can take |
| We connect inquiries to AI follow-up and your choice of calendar booking or office handoff | Someone for roofing questions and the inspection itself |
| We review the ads and change what isn't working | Which inquiries were suitable, which got estimates and which signed |
| We report the spend and progress toward booked work | Your sales updates so we can follow the job beyond the form |
You don't need to turn into a presenter. Pick one real roof, explain one problem and say what the homeowner should do next. We'll help shape the script; film it in your own words. A quick read-through or phone teleprompter can keep you on track.
We'd rather build from a clear explanation at a real job than ask you to buy stock photos that look like every other ad.
How we keep lead quality up
Start with the offer and the first question. If you're asking everyone for a free estimate, don't be surprised when the replies include work you don't want.
Our first question is simple: “Do you own a home in [area] that needs roof work?” Then ask two or three things that affect the visit: what's happening, whether it's an insurance job or they're paying themselves, and when they'd like help.
Keep the form short. Use a higher-intent form for a first test when you need people to review their details before sending them. The ad, form and first reply should all describe the same inspection.
| What you're seeing | What we'd change first |
|---|---|
| People don't remember asking | Make the offer obvious and test the form's review step |
| Too many renters or properties outside your area | Improve the homeowner question and area wording; inspect the campaign's location settings |
| They wanted repair, but you want replacement | Change the offer and creative so replacement is clear before the form |
| Suitable people never book | Check the first reply, call handoff and available appointment times |
| The same ad keeps getting views but fewer useful replies | Test a fresh roof, opening line or offer explanation |
For the first campaign, I'd usually use a lead form. Use a website page when homeowners need more explanation or you've already got a page that turns visits into suitable inquiries. Send them to the specific offer, with matching proof and a clear action.
Retargeting has a different job: bring back people who've already looked at your work. Show them a useful next step, such as the inspection process or an answer to a price concern. Don't keep advertising to someone whose job you've already completed.
Reply while the request is fresh, then keep the conversation moving. Get the required texting consent and honor opt-outs. Your sales feedback tells us which ads bring useful visits; where your systems support it, that feedback can also inform Meta's lead optimization.
We review quality with you, not just the number of forms. If an ad gets cheap inquiries that never reach an inspection, it hasn't earned a bigger budget.
Budget and what month 1 looks like
Start with $30 to $50/day for 30 days in one service area. That's $900 to $1,500 in ad spend, plus your 9xLocal package. You can start at $10/day, but I'd keep that test narrow: one offer and one area, with fewer variations competing for the money.
A bigger budget buys more chances to learn. It doesn't fix a weak offer, poor photos or missed replies. Keep enough room in the calendar to handle the inquiries you're paying for.
Example:
| Step | Calculation | Result |
|---|---|---|
| Ad budget | $1,200 over 30 days | $40/day |
| Inquiries at $60 each | $1,200 / $60 | 20 inquiries |
| Half book an inspection | 20 x 50% | 10 booked inspections |
| One in four signs | 10 x 25% | About 2 to 3 expected signed roofs |
| Ad cost per booked inspection | $1,200 / 10 | $120 |
| Ad cost per signed roof | Budget / expected signed roofs | $480 |
The signing rate works out to about two or three roofs over a test this size. The cost calculation uses the unrounded rate. Add your service fee to ad spend when you work out total acquisition cost. You can put your own figures into the roofing Facebook ads calculator.
| Part of month 1 | What we'd do |
|---|---|
| Set up | Pick one offer, prepare the photos, build the form and test where an inquiry goes |
| Launch | Start with 3 to 5 ad versions around that offer |
| Review each week | Read the replies, trace bookings and compare the messages that attracted them |
| Choose the next test | Keep useful ads, replace weak ones and change one major thing at a time |
We plan the first month around your area and budget, then use the actual conversations to choose the next change.
What you'll see each month
You'll see the spend, inquiries, booked inspections, estimates and signed roofs. We'll also show what we're changing next. Likes and video views can help explain an ad, but they won't pay the crew.
Example:
| Report line | This month's entry | What to do with it |
|---|---|---|
| Ad spend | $1,200 | Read it beside the service fee |
| Inquiries | 20 | Separate suitable requests from duplicates and wrong-area contacts |
| Booked inspections | 10 | See whether follow-up is turning requests into visits |
| Estimates issued | 8 | Find missed visits or work that wasn't suitable |
| Signed roofs | 2 | Connect signed work to its original inquiry |
| Ad cost per booked inspection | $120 | Compare offers by the visit they produce |
| Next test | Clearer replacement wording | Reduce repair-only requests before adding spend |
A booking, a completed visit and an estimate are different stages. Keep those labels separate. If a homeowner signs next month, keep the link to the inquiry that brought them in so you don't lose the sale in the reporting.
We use that view to decide what to fix, keep or expand. You can see the campaign in your own ad account too.
Questions to ask any roofing Facebook ads agency
Before you sign with anyone, get these five things in writing:
- Who owns the ad account, content and website files?
- Is ad spend separate, and does the agency add a markup?
- Who follows up, and what happens when the homeowner needs a roofer?
- Does the report show booked inspections and signed work, or just forms?
- What's the contract term, cancellation route and refund policy?
How 9xLocal answers
- Ownership: your ad accounts and content stay yours; if you leave, we hand over all the website files so you can host elsewhere.
- Ad spend: paid directly to Meta, separate from the package, with no markup.
- Follow-up: our AI assistant follows up with leads until they book and can book straight into your calendar or hand the lead to your office; you choose. Your team handles roofing questions and visits.
- Reporting: campaign inquiries and bookings, with estimates and signed work tracked from your updates.
- Terms: month to month, with a 30-day money-back guarantee.
Fix this first
Fix missed replies and inspection capacity before you buy more traffic. If you're already struggling to attend visits, another campaign adds pressure without solving the problem.
I'd also pause launch if you can't supply real work photos, your offer says something your team won't deliver, or you only want urgent leak calls. In that last case, we'd start with search.
We can help you put the offer and inquiry route in place first, then launch when your team can use the demand.
FAQ
Are Facebook ads worth it for roofing?
Yes, I'd use them for planned replacements and homeowners who need a reason to inspect an older roof. Start with one clear offer, real job photos and a route to a booked visit. For urgent leak searches, I'd choose Google first.
Why are my roofing Facebook leads bad?
Fix the offer and qualifying form first. Then check how quickly someone answers and whether the homeowner gets a useful next step. Read the actual replies before changing the budget; they usually tell you whether the problem is wrong work, wrong area or missed follow-up.
How much should I spend?
Start with $30 to $50/day for 30 days, plus the service fee. Keep the test to one area and one offer. If you're starting at $10/day, expect fewer inquiries to compare and keep the campaign simpler.
Do you make the ads?
Yes. We write the copy and build the creative from your real job photos and videos. We'll tell you what to film, so you don't have to guess which parts of a roofing job will help the homeowner decide.
Lead forms or my website?
Start with a qualifying lead form for a straightforward inspection offer. Use your website when the offer needs more explanation or you've already got a page that converts suitable visitors. Judge both by booked inspections and signed work.
Can you run ads after storms?
Yes, for inspections in the area you serve when your crew has room for them. We'll use a specific inspection offer and local proof. Keep the campaign tied to the work your team can deliver.
Do I own the ad account?
Yes. Ads run in your own account, and the inquiries aren't shared with other roofers. Everything we build is yours: your domain, your content and your ad accounts. If you cancel, we hand over all the website files so you can host the site anywhere.
Show us the roofs you want more of
Tell us your area and the work you want, and we'll show you the first 30 days we'd run.
See if we're a fit