Roofing Ads on Facebook have never been more controversial. But play your cards right, and Facebook roofing ads can turbocharge your business.
Have you kept up with the Facebook roofing ads controversy? Because it’s a hot-button topic. What else is new?
In one camp, you have the Facebook roofing ad haters. Take Scott Tebay. The man hates Facebook roofing ads. Why? Because he tried running them. Not a single lead requested a quote. He’s found more success with radio and other old-school marketing strategies.
In the other camp, you have Joseph Hughes from Contractor Dynamics. He still believes in Facebook advertising, though with some important distinctions.
So who’s right?
This isn’t one of those “Well, both!” problems. Facebook roofing ads work. You just have to know how to use them.
In this article, you’ll discover the cases for and against Facebook roofing ads. Then, you’ll learn how to make Facebook ads work for your business. Let’s get started!
The Case Against Facebook Roofing Ads
Have you been on Facebook lately? Then you know it’s a disaster. Shrimp Jesus, the worst memes you’ve ever seen, and political rage bait rule the day. It’s not exactly the kind of place you go to discover goods and services.
Even worse, Facebook ads just don’t get the return they used to. Everyone and their mom is advertising on Facebook. It’s gone from a little-known marketing hack to oversaturated. And that means higher costs for fewer leads.
Plus, there’s a whole new industry of low-quality Facebook ad agencies. For a fee, they’ll run roofing ads that almost guarantee you’ll get useless leads. That’s how you end up with horror stories like Scott’s. You get dozens of leads, no quotes, and hours of wasted time and money.
Plus, research suggests that homeowners don’t find contractors on social media. They ask for recommendations and use Google search.
With all that, Facebook ads seem like a thing of the past.
But the truth is that Facebook ads can make a huge difference for your roofing business. You just need to play your cards right.
The Case For Facebook Roofing Ads
The proof is in the pudding. If Facebook roofing ads suck, why do so many roofers find success with them? That’s the best case for Facebook ads for roofers. Some roofers have cracked the code.
Fortunately, the code is simple. Those roofers have a strategy.
See, you can’t just throw together a Facebook ad, randomly choose an ad objective, and watch the money pour in. You’ve got to have a plan.
Because at the end of the day, there are still eyeballs on Facebook. And those eyeballs tend to be homeowners. But you’ve got to stand out from the noise.
Here are a few ideas you can adopt for your business.
Geofenced Facebook Ads
Geofencing is like a secret weapon for roofing companies. It involves setting up a virtual boundary around a specific location and targeting ads to people within that area. This hyperspecific approach ensures that your ads reach a highly relevant audience.
Imagine you’re working on a roof in a particular neighborhood. You set up geofencing to target the homes within a one-mile radius. Every homeowner in that area who checks Facebook will see your ad. Don’t be clever. Homeowners need to instantly see your name, logo, and the fact that you’re a roofing contractor.
But don’t stop there. Combine geofencing with a carpet bomb of local marketing.
Put Signs in the Yard: Start by placing a sign in the yard of the home where you’re working. Make it clear and professional, showing your company’s name, logo, and contact information.
Hit Homeowners with Direct Mail. Send postcards or flyers to the surrounding homes. Direct mail adds a personal touch and ensures your message gets inside their home.
Knock on Doors. After you’ve established a presence with signs, direct mail, and geofenced ads, take the final step and knock on doors. Introduce yourself as the roofing expert already working in their neighborhood. Mention your ongoing project and the special offers you’re running.
This strategy works because it creates multiple touchpoints with homeowners. They see your sign, get your mail, scroll past your ads, and finally meet you in person. Each touchpoint builds familiarity and trust.
There’s a real chance that you’ll make a few sales for your efforts. And now those homeowners know your name, face, business, and phone number. If they ever need a roof, you’re the first roofing contractor on their mind.
Just make sure your branding stays consistent. Your signs, direct mail, and ads should all have the same look and message.
Omnipresence Campaigns
Omnipresence campaigns make sure your target audience can’t miss you. The goal is simple. To build trust with homeowners in your market. You want to be the first person they think of when it’s time to replace or repair their roof.
This isn’t a get-rich-quick advertising campaign. It’ll take time to ramp it up. But eventually, you’ll be the go-to roofer for your community.
For an omnipresent Facebook roofing ad campaign, you’ll want 14 different ads. You’ll show each once every 7 days. That way homeowners will see your face and your business twice a day.
And you don’t want these to be hardcore sales ads. You want a mix of value, demonstrations, testimonials, and calls to action.
Value Ads
Value ads show you are helpful and know your stuff. Give simple tips on roof care, like how to clean gutters or spot damage. Share advice on getting ready for bad weather. Explain how a good roof saves energy and money. Teach about common roof problems and different materials. Talk about what to look for from a contractor. What should they include on a quote? What kinds of services should they add? Practical tips that every homeowner needs to know.
Aim for about five value ads.
Demonstration Ads
Demonstration ads show your skills. Post before-and-after photos of your work. Make videos of you and your team working on roofs. Share a time-lapse video of a whole project. Show behind-the-scenes at your business.
Remember, the goal here is to build trust. You’re showing off your work. And sometimes, your work speaks for itself!
Aim for about four demonstration ads.
Testimonial Ads
Testimonial ads are the secret sauce of trust. They make your claims believable. And you should share them far and wide.
Testimonials come in many shapes and sizes. If you have video testimonials, go with those. If not, Google review or Facebook post screenshots will do the trick. Heck, sometimes email screenshots get great results!
Aim for about three testimonial ads
Call-to-Action (CTA) Ads
CTA ads ask people to do something. Invite them to get a free roof inspection or consultation. Make them simple, clear, and direct.
Aim for just two CTA ads
Remember, this is a long-term Facebook roofing ads strategy. Honestly, it might be tricky to attribute leads to the campaign.
But if you play your cards right, you should see a slow swell of leads. And those leads should be far easier to close than before. After all, they might have spent months seeing your face, memorizing your name, and coming to trust you.
If you want to learn more about this strategy, check out Ben Heath’s guide on omnipresent Facebook ads. It’s long and detailed. You’ll come away knowing the exact ad campaign settings you’ll need for the campaign to work.
Lead Generation Ads
These are the roofing ads that roofers lose the most money on. These ads aim to get contact information from homeowners, like their name, phone number, and email address. The idea is to collect leads that you can follow up with later.
These ads usually offer something in return for the homeowner’s contact information. It might be a free roof inspection, a free quote, or a helpful guide on roof maintenance. When a homeowner clicks on the ad, they fill out a form with their details. You then get this information and can reach out to them directly.
The problem with lead generation ads is that they’re often a gamble. You’re showing your services to random homeowners and hoping they need a roofer. Many of them might not need roofing services at all, or they might not be serious about getting work done soon. This means you could end up spending a lot of money on ads without getting many useful leads.
It’s tricky because you’re casting a wide net and hoping to catch something. Not everyone who sees your ad will need a new roof or repairs. Some might just be curious or looking for information without any real intention of hiring a roofer. This makes lead generation ads a risky investment.
Fortunately, you can mitigate that risk with some planning and intention.
Targeting Neighborhoods Post-Job
Geofencing a neighborhood after completing a job takes advantage of the existing buzz and visibility of your work. That sign in the yard serves as a constant reminder to the neighbors about your work. Combining this with targeted ads and direct engagement can significantly increase your chances of landing more projects in the same area.
- Keep the Sign Up. Leave your professional sign in the yard of the completed job for a few more weeks. This acts as a visual anchor and reinforces your brand in the neighborhood.
- Run Geofenced Ads. Set up geofenced ads targeting the homes within a one-mile radius of the completed job. These ads should include a call to action like a free inspection or quote.
- Door Knocking. Visit the homes in the targeted area, introduce yourself, and mention the recent project. Offer a free consultation or inspection to show your commitment to quality service.
Between those three, you should get some quality local leads and keep the spammers at bay.
Running Ads After a Weather Event
Weather events like hailstorms, heavy winds, or intense rain can cause significant damage to roofs. Homeowners will be looking for repairs or inspections as soon as possible. By acting quickly, you can reach them while the need is still fresh in their minds.
There are a few things you can do to maximize your results…
- Geofencing Affected Areas. Use geofencing to target ads specifically to areas impacted by the storm. This ensures that your ads reach homeowners who are most likely to need your services.
- Have ads on hand. DO NOT throw together chicken scratch ads. Prepare in advance and dial in your CTA and copy.
- Get out and knock on doors. Do you see a pattern? Hop in your wrapped truck and knock on doors in the affected neighborhood.
Do those things, and you’ll have a better shot at getting high-quality roofing leads off Facebook.
Conclusion
You won’t get leads from Facebook if you don’t have a plan. Well, not good leads, anyway. If you only have one takeaway from this article, this is it.
So before you start blasting your town with Facebook roofing ads, do your homework. What are your goals? Do you need more brand awareness? A higher close rate? More lead flow?
Once you know that, decide which strategy works best for you.
Hit up a roofing marketing pro like Brad Akers. A good agency that knows its stuff can make all the difference.
And if you need help closing all those leads, you can start a free ProLine CRM account!
It’s an easy way to learn the ropes of roofing industry’s most powerful CRM for closing sales.
Or, book a demo to see it in action!
