- Facebook reaches homeowners before they search, so the ad has to make the roof problem visible.
- Footage from your own roofs and crew beats stock photos and discount graphics.
- Each example pairs one hook with one idea and one next step.
- Send the click to a roof replacement page, not your homepage.
What a homeowner needs to see in a roofing ad
Most homeowners ignore their roof until it leaks or a neighbor’s gets replaced. A Facebook ad catches them before either happens, so it has to show the problem and show that your crew is the one to trust up there.
Every concept below is an example we wrote for this guide. None are client ads, and none come with results attached. Swap in your city, your materials, and your own footage.
- Real roofs your crew worked on, shot on the job
- The owner or a crew lead on camera, talking plainly
- One job per ad: full replacement, not “all your roofing needs”
- A next step that tells them what happens after they click
Example 1: What’s under the old shingles
Best for: replacement-age homes in neighborhoods you already work. Film it during a tear-off.
- Hook (on screen, first 3 seconds): “This roof looked fine from the street.”
- Body: Crew lead pulls back a section of old shingles and shows soft decking or worn underlayment. “From the ground you’d never know. This is why we check the deck on every replacement, and why our estimate tells you what we found before we start.”
- CTA: “Book a roof estimate in [City]. You’ll see a price range first, then pick a time.”
Example 2: What a real roof estimate includes
Best for: homeowners collecting bids who can’t tell why quotes differ so much.
- Hook: “Two roof quotes, $6,000 apart. Here’s usually why.”
- Body: Owner at a kitchen table with a sample estimate. Walks through the line items that move the price: tear-off layers, decking repairs, underlayment, flashing, ventilation, cleanup. “Ask every roofer to show you these. If a line is missing, ask why.”
- CTA: “Get a written estimate with every line spelled out. Book a time that works for you.”
- Note: use a gap that matches what you actually see between bids in your market, or drop the number.
Example 3: One street, one week
Best for: dense neighborhoods where homes were built around the same time. Get the homeowner’s permission to film their house.
- Hook: “If your home was built around the same time as this one, watch this.”
- Body: Drone or ladder shot of the old roof, a quick tear-off montage, the finished roof from the same angle. Owner voiceover: “Same builder, same age, same wear. We finished this one on [street name] last week.”
- CTA: “Live nearby? See what a replacement usually runs on a home like yours.”
Example 4: After the storm, check from the ground
Best for: the days after real wind or hail in your area. Run it only when the weather actually happened.
- Hook: “Wind last week? Three things to check without climbing up.”
- Body: Crew lead points out missing or lifted shingles, granules in the gutters, and bent flashing from the yard. “If you see any of these, have someone look before the next rain. If you see none, you’re probably fine.”
- CTA: “Book an inspection. If it doesn’t need work, we’ll tell you.”
Why these work for roofing, and what to skip
Each concept teaches the homeowner something they can check themselves. That earns trust before the call, and it attracts people who care about the work more than the lowest bid.
Point every ad at a page built for roof replacement: your footage, a price range, a few questions about the home, and a calendar. A homepage makes them hunt for the next step.
- Skip promises that insurance will pay for the roof
- Skip countdown discounts and “free roof” giveaways
- Skip stock photos of roofs that aren’t yours
- Skip storm ads when there wasn’t a storm
