Can 200-year-old advice change your roofing Facebook ads?
“Promise, large promise, the soul of an advertisement.” —Samuel Johnson
It’s over 200 years old, but that advertising advice from Samuel Johnson holds today. The greater your promise, the more response you’ll get. And not just from ads. All your marketing could benefit from a large promise.
But that’s not all. Samuel Johnson was a smart guy. He wrote one of the first dictionaries, for crying out loud. But there’s more to an ad than just a promise.
In this article, you’ll learn 4 things you should include in your roofing ads. They’re so simple, yet many roofers overlook them entirely. They are…
- Your promise
- Proof that you can keep your promise
- How you’ll keep your promise
- A call to action.
That’s it. Let’s dive into what that’ll look like…
Quick note: If you want to turbocharge your Roofing Facebook ads, check out the strategies in this article. Use what you learn in combination with what you learn here!
A promise in advertising acts like a magnet. It grabs attention and builds trust. Promises set clear expectations, offering something specific that potential customers can hold onto. Done right, they create a bond with your audience: “We understand your needs, and we’ll meet them.”
Promises cut through the noise, standing out in a sea of ads. A clear promise grabs interest and draws people in, setting the tone for your relationship with the customer. It’s a commitment: “Here’s what you can count on from us.”
So, what should roofers promise? That depends on your unique selling proposition (USP) and your target audience.
If affordability is your strength, say it: “Quality roofs that don’t break the bank.” This speaks to budget-conscious homeowners. If you’re fast, highlight that: “Roofs installed in just three days.” Time-sensitive customers want to know they won’t face delays. If durability is your focus, promise long-term value: “Roofs that last a lifetime.” This appeals to homeowners seeking a solid investment. If customer service sets you apart, make it clear: “Friendly, professional service from start to finish.” That resonates with those who care about the experience as much as the result.
Tailor your promise to your audience by understanding what matters most to them. A family worried about cost will think differently than a business needing fast repairs. Align your promise with their top concerns.
Your promise should reflect what you do best and match what your market values. Make it strong, clear, and relevant.
A strong promise goes beyond saying, “We’re the fastest” or “We’re the cheapest.” It needs specifics.
If your USP is friendliness, here’s how to make it stronger. First, add a location: “The friendliest roofers in [Your City].” This makes your promise more personal and connects with local customers. Next, make it measurable: “Same-day responses, always with a smile.” This sets a clear expectation—prompt service with a friendly attitude. Finally, be specific: “The friendliest roofers in [Your City], with same-day responses and always a smile.” This gives a concrete picture of what to expect.
Here’s a final version: “Same-day responses with a smile in [Your City].” It’s specific, local, and clear about the experience.
You can apply this approach to other USPs. Instead of saying, “We’re the fastest,” try “Roofs installed in [Your City] within 48 hours, guaranteed.” Rather than “We’re the cheapest,” say “Affordable roofing in [Your City], with transparent pricing.” If durability is your strength, say, “Roofs in [Your City] built to last 20+ years of weather.” For efficiency, “Roofing projects in [Your City] completed on time, every time.”
Tailor your promise with specifics, location, and measurable benefits. Reflect your strengths and what your audience values most.
A guarantee adds weight to your promise. It reassures customers by eliminating doubts. For instance, if your promise is about speed, your guarantee could be: “We install your roof in 48 hours, or it’s free.”
Adding a guarantee turns your promise into a commitment, making it easier for customers to trust and choose you. But it’s not enough to make bold claims—you need proof that you’re a business of your word.
2. Proving Your Promise
Always pair your big promise with strong proof. A bold promise grabs attention, but proof seals the deal. It shows you can deliver, building trust and credibility. Let’s dive into the types of evidence that back up your roofing promises.
Testimonials: The Gold Standard
Testimonials are the heart of proof. Real stories hit home more than anything else, but not all testimonials are the same. Here’s how to use them:
- Written Testimonials: Simple and effective. Easy to gather and share on your website, flyers, or social media.
- Video Testimonials: These pack a punch. Seeing a real customer speak carries weight. Use them on your homepage, social channels, and emails.
- Google Reviews: Goldmine. Boosts your online presence and influences decisions. Ask clients to leave reviews, and respond to them. Public and powerful.
- Social Media Testimonials: Customers tag you on Facebook, Instagram, or Twitter. Share their posts on your pages.
- Before-and-After Photos: Visual proof that shows impact. Post them everywhere—site, social media, ads. The transformation says it all.
Ask for Google reviews often. Tag customers in posts. Record video testimonials. Use them in Facebook ads—screenshots of reviews can work wonders. You might be surprised by the impact on your advertising.
More Than Just Testimonials
Proof doesn’t stop at testimonials. You’ve got other options to boost your credibility.
Partnerships with Manufacturers
Partnering with well-known manufacturers shows you’re trusted by industry leaders. Highlight these relationships: “Certified installer of [Manufacturer Name] products.”
Statistics
Numbers don’t lie. Use stats to back up your promises. If you guarantee speed, share the data: “99% of our roofing projects in [Your City] completed within 48 hours.” For durability, say, “Our roofs have a 20-year average lifespan.” Stats give concrete proof that you deliver.
Awards and Certifications
Industry awards and certifications add another layer of credibility. Showcase any recognition: “Voted Best Roofer in [Your City] by [Local Magazine].” Certifications from industry bodies show your commitment to quality.
Pro Tip: More Proof, More Impact
Use as much proof as possible. Don’t just rely on testimonials. The more proof you have, the stronger your case.
You’ve made your promise. You’ve shown you can deliver. Now, there’s one more tactic to make it even more believable—the unique mechanism.
3. The Unique Mechanism
Your unique mechanism sets you apart. It’s the secret ingredient that makes your promise believable and your service special. It answers, “How do you deliver on your promise?”
Take Coors, for example. They didn’t just sell beer—they sold beer made with pure Rocky Mountain water. That unique mechanism differentiated them. Or think of Mad Men’s “toasted” tobacco. It wasn’t truly unique, but it made their product stand out.
In roofing, your unique mechanism could be a special technique, exclusive materials, or an innovative process. It’s what you do better or differently. Highlighting this gives customers a reason to choose you.
What sets your roofing service apart? Is it a patented installation method? A durable, eco-friendly material? Or maybe it’s a detailed, multi-step quality assurance process? Whatever it is, make it a key part of your promise. This mechanism strengthens your claims and makes them more convincing.
Your unique mechanism turns your service from just another option into the best choice. It’s not just a roof—it’s a roof with a distinct advantage only you offer. Use it to reinforce your promise and stand out in a crowded market.
Here’s the catch: the mechanism doesn’t have to be exclusive to you. You just need to be the first to talk about it.
Plenty of breweries use “Rocky Mountain water,” but Coors claimed it first. Most cigarette tobacco is toasted, but one company made it their selling point.
As long as you don’t claim exclusivity, share your process. Competitors might use the same thing, but you’re the first to highlight it in your advertising.
There’s one thing left: making a strong call to action.
4. The Call to Action
The keys to a strong call to action (CTA) are ease and speed.
Make it as easy as possible. Offer free quotes or inspections to attract hesitant customers. Use phrases like “Get a free roof inspection today” or “Request your free quote now.”
Provide instant results. People want quick action, so offer instant booking confirmations or same-day callbacks. “Book online for instant confirmation” or “Call now, and we’ll get back to you within the hour.”
Keep your CTA clear and direct. Use strong, active verbs. Instead of “Contact us for more information,” say “Call now to schedule your free consultation.” Tell them exactly what to do.
Give multiple contact options. Some prefer to call, others might use forms or email. “Call us at [Phone Number], fill out our online form, or email us at [Email Address].”
Create urgency if it’s real. Limited-time offers or seasonal deals work well: “Book before [Date] and get 20% off.” If you’re busy, say it: “Summer slots filling fast—schedule now!”
A direct, urgent, and easy-to-follow CTA boosts the chances of turning interest into action, helping convert leads into clients quickly.
Writing the Ad
Let’s write an ad that applies these principles.
You’re a roofing company in Dayton, TN, focused on transparency and honesty. You’ve got great reviews and use CompanyCam to take detailed photos of every roof you inspect.
For the headline, combine a big promise with solid proof:
Headline: “Free Roof Inspections from 5-Star Dayton Roofer”
Now for the copy, let’s back up that promise:
Copy: Tired of hidden fees and unclear pricing? At Dayton Roofing, we’re all about transparency and honesty. That’s why we offer free roof inspections with detailed photos from CompanyCam. See exactly what we see, and get a clear view of your roof’s condition—no surprises.
“Best experience ever! The inspection was thorough and free. They showed me detailed photos and explained everything.” – Jane D., Dayton, TN
“Honest, reliable, and transparent. They kept me informed every step.” – Tom R., Dayton, TN
We use top-quality materials from trusted manufacturers and stand behind our work. Voted Dayton’s Best Roofer, we’re proud of our reputation for excellence and integrity.
Summer spots are filling up fast. Don’t wait—schedule your free inspection today and see why we’re Dayton’s most trusted roofing company!
Call to Action: Fill out our online form to book your free inspection and get instant confirmation.
BUTTON: BOOK NOW
Conclusion: Go Write Great Roofing Facebook Ads
YYou’ve learned the power of a strong promise, backed by solid proof, a unique mechanism, and a clear call to action. Now it’s time to put these principles into practice.
Your promise is the hook. Make it bold and straightforward. Use testimonials, stats, and partnerships to prove you can deliver. Highlight what makes your service stand out and why customers should choose you. End with a direct, compelling call to action that makes the next step easy.
Incorporating these elements into your ads will help you stand out and build trust. This approach ensures your marketing isn’t just noise but a meaningful message that resonates with homeowners seeking reliable roofing services.
Start crafting your next roofing ad today. Make your promise, prove your value, show what sets you apart, and call customers to act. Your next big client is just one strong ad away.
Now go show your audience why you’re the best choice for their roofing needs. Your customers are waiting—make sure your message reaches them clearly.
Want to learn more about roofing Facebook ads? Check out our articles about if Facebook ads suck for roofers and Google vs. Facebook ads!
Want to see ProLine in action? Check out our overview video on YouTube to learn how ProLine can streamline your roofing business. Watch here.
Ready to boost your roofing sales? Book a demo of ProLine and discover how it can help you close more deals and grow your business. Get started here.
