Media TrafficsRoofing lead generation with Google and Facebook ads
Roofing companies get paid leads from three places: Google Search for homeowners with a leak or a quote request, Local Services Ads (roofing is an eligible category, billed per lead), and Facebook ads that reach homeowners before they start searching. LocaliQ's 2026 benchmarks put the average Home & Home Improvement lead at $42.95 on Facebook and $90.92 on Google Search. Facebook leads cost less and need a call within minutes.
The three channels compared
| Channel | Intent | How you pay | Benchmark (Home & Home Improvement) |
|---|---|---|---|
| Google Search | High. They are looking for a roofer now. | Per click | $90.92 per lead, $8.33 per click (LocaliQ) |
| Local Services Ads | High | Per lead (Google) | Not published |
| Facebook and Instagram | Lower. They weren't searching yet. | Per impression, optimized for leads | $42.95 per lead, $2.18 per click (LocaliQ) |
These are category-wide averages that include all home improvement trades. Roofing jobs are large tickets, so clicks in roofing markets often run above the category average.
Storm response campaigns
After hail or wind damage, homeowners in the affected area need an inspection. Roofing is not a special ad category on Meta, so you can target the specific towns and ZIP codes that got hit. We keep a storm campaign built and paused, then switch it on with the affected area as soon as the storm passes. Speed matters here because every roofer in the region is doing the same thing.
Check your state's rules on what contractors can say and do around insurance claims before you write claim-related ad copy. Some states limit contractors from negotiating claims for homeowners.
Retail replacement campaigns
Outside storm season, the steady money is retail replacement: homeowners with an aging roof who want a quote. These campaigns lead with a free inspection, financing if you offer it, and proof of past work in the area. Facebook works well here because you can reach homeowners in your service area before the roof starts leaking.
Qualify before you send someone up a ladder
An inspection costs you a truck, a crew member and an afternoon. Ask on the form or on the first call:
- Do you own the home?
- About how old is the roof?
- What's going on: leak, storm damage, age, selling the house?
- Has an insurance adjuster been out yet?
- When do you want the work done?
Renters and "just curious" leads drop out here. The cost per lead goes up a little and the cost per signed contract goes down.
Follow-up and booking
Every lead goes straight into your CRM with an instant text and a call attempt within minutes. Facebook roofing leads go cold fast. If your office can't keep up, AI voice agents from our sister platform KenjiAI can call, qualify and book inspections. We report cost per lead, cost per inspection and cost per signed job every week.
Media Traffics has run paid ads since 2013 for 500+ clients and generated $3.35M for them. One funnel we built brought in $186K on its own.
Frequently asked questions
What is the best way to get roofing leads?
Run Google Search and Local Services Ads to catch homeowners already looking, and Facebook ads to reach homeowners in your area before they search. Qualify every lead on ownership, roof age and timeline before booking an inspection.
How much do roofing leads cost?
LocaliQ's 2026 benchmarks for the Home & Home Improvement category are $90.92 per lead on Google Search and $42.95 per lead on Facebook. Roofing is part of that category and its large job size can push click costs higher.
Do Facebook ads work for roofers?
Yes, for retail replacement and storm response, as long as someone calls each lead within minutes. Facebook leads are lower intent than Google leads, so follow-up speed and qualifying questions decide whether they turn into inspections.
Should I buy roofing leads or run my own ads?
Your own ads give you exclusive leads and control over volume and targeting. Bought leads are often shared with other roofers. If you can follow up fast, running your own campaigns usually gives you more control over cost per signed job.