Facebook ads can be a game-changer for roofing companies looking to attract new customers and generate leads. But let’s be honest—there’s a big difference between an ad that stops a customer in their tracks and one that gets scrolled past without a second thought.
In this post, we’ll break down what makes a roofing ad effective, examine common mistakes, and share actionable tips to help you create ads that deliver results. By the end, you’ll have a clear roadmap for crafting Facebook ads that not only grab attention but also convert viewers into customers.
What Makes a Great Roofing Ad?
Let’s start by looking at an example of a Facebook ad that does everything right: Resnick Roofing, one of the largest roofing companies in the Pittsburgh area. Their ad is clean, visually appealing, and optimized for conversions. Here’s what works:
Strong Hook
The headline of Resnick’s ad asks, “Considering a roof replacement?” This immediately grabs the attention of their target audience. It’s specific, relevant, and addresses a common pain point.
Tip: Your ad’s headline should directly address your customer’s needs or problems. Questions like “Need a roof that lasts 40+ years?” or “Worried about storm damage?” work well because they spark curiosity and resonate with potential customers.
Clear Visuals
Resnick’s ad features a beautiful, high-quality image of a home. While it might be a stock photo, it’s visually appealing and sets a professional tone. They also include their logo, awards, and service offerings (roofing, siding, solar) in the design, making it clear what they do at a glance.
Tip: Always use high-resolution images or videos. Test variations of stock photos and actual project photos to see what performs better. Include branding elements like your logo and accolades to build credibility.
Call-to-Action (CTA)
The CTA in Resnick’s ad is simple and compelling: “Get an instant roof estimate.” It’s actionable, clear, and encourages the viewer to take the next step.
Tip: Use action-oriented CTAs that guide users. Phrases like “Request a free quote,” “Schedule a consultation,” or “Explore our services” work well. Avoid vague CTAs like “Learn more” unless you’re targeting early-stage prospects.
Credibility Boosters
The ad showcases Resnick’s awards and accolades, which build trust. Customers are more likely to engage with a company that demonstrates expertise and professionalism.
Tip: If your company has certifications, awards, or testimonials, highlight them in your ad. Social proof is a powerful motivator.
Common Mistakes in Roofing Ads
Now, let’s look at some pitfalls to avoid. Many ads miss the mark due to poor design, unclear messaging, or an ineffective strategy. Here are some of the most common issues:
Cluttered Design
One ad featured a torn-off shingle as the main image, but the text was fuzzy and hard to read. When images and text compete for attention, it creates confusion and reduces engagement.
Solution: Keep your design clean and simple. Focus on one key message and ensure your visuals are high-quality. Test different layouts to see which resonates most with your audience.
Weak Headlines
Another ad relied on generic phrases like “Looking for a new roof?” While technically relevant, it didn’t stand out or create a sense of urgency.
Solution: Use specific, targeted headlines. For example, “Protect Your Home with a Roof That Lasts 50+ Years” is more engaging than “Need a New Roof?”
Misleading Messaging
Some ads used tactics like, “We’re looking for 150 homeowners for a siding transformation,” which felt inauthentic or gimmicky. This kind of language can erode trust.
Solution: Be honest and straightforward. Focus on the value you offer rather than resorting to gimmicks.
Poorly Matched Visuals
One ad promoted replacement windows but featured a drone video of a new house. The disconnect between the message and the image diluted the ad’s impact.
Solution: Ensure your visuals align with your target audience’s needs. For example, if you’re advertising roof repairs, show images of before-and-after transformations or close-ups of high-quality shingles.
How to Improve Your Roofing Ads
Even if your current ads aren’t performing well, there’s plenty of room for improvement. Here are a few ways to optimize your ads for better results:
Test Different Formats
Facebook’s Advantage+ placement can sometimes distort your visuals or text. Monitor your ads to ensure they look good across all placements. If you notice issues, adjust your design or opt out of certain placements.
Use Short and Long Copy Strategically
While some ads perform well with concise copy, others benefit from longer, detailed descriptions. The key is to test and see what works best for your audience.
Tip: For top-of-funnel ads, keep the copy short and focused on generating interest. For retargeting ads, you can include more details about your services and benefits.
Add Graphics to Images
A simple graphic overlay—like “Save 20% on Your New Roof” or “Lasts 40+ Years”—can make your ad more eye-catching. Use graphics to highlight key selling points without overcrowding the design.
Leverage Retargeting
Retargeting ads, like the one from Resnick Roofing, are incredibly effective because they reach users who have already shown interest in your services. Use retargeting to stay top-of-mind and move potential customers closer to conversion.
Final Thoughts
Creating effective Facebook ads for roofing companies requires a combination of great design, clear messaging, and a solid understanding of your target audience. By avoiding common mistakes and testing what works, you can create ads that not only grab attention but also drive meaningful results.
If you’re ready to take your roofing ads to the next level—or need help creating a winning sales funnel—let’s connect. With the right strategy, your ads can become a powerful tool to grow your business.