Most people who visit your roofing website leave without calling you. They look at your services, check out your work, then disappear forever. This happens to every roofing company.
But what if you could bring those visitors back? What if you could remind them about your business when they're ready to buy?
Facebook remarketing does exactly that. It shows your ads to people who already visited your website. These aren't strangers - they're potential customers who already know about your business.
This targeting advantage works because remarketing leverages fundamental psychology principles of trust and familiarity. Master the foundations with how to get roofing leads 101 to understand the underlying principles that make remarketing and all lead generation strategies exponentially more effective.
Here's what you'll learn in this guide: how to set up Facebook remarketing for your roofing business, create ads that work, and turn more website visitors into high quality roofing leads.
Why Facebook Remarketing Works for Roofers
How Roofing Companies Lose Good Leads
Setting Up Your Remarketing System
Creating Ads That Get Results
Advanced Targeting for Better Leads
Writing Ad Copy That Converts
Tracking Your Results
Real Success Stories
Taking Your Lead Generation Further
Facebook remarketing helps you stay in front of potential customers. Here's how it works:
Someone visits your website to learn about roof repairs. They read your content but don't call yet. Later, they're scrolling through Facebook and see your ad. This reminds them about your company right when they're thinking about their roof problem.
The process is simple but powerful:
A homeowner visits your roofing website
They leave without requesting a quote
Your ad shows up in their Facebook feed
They remember your business and come back
This time, they call or fill out your contact form
This strategy gives you a second chance with people who already showed interest. It's like having a follow-up conversation with every website visitor.
Most roofing websites lose 95% of their visitors. That's not a typo - 95 out of 100 people leave without becoming leads for roofers.
High bounce rates hurt your business. Construction websites see bounce rates around 67%. For roofing sites, 70% bounce rates are common. Every person who bounces is a lost opportunity.
Low conversion rates waste your traffic. Even good roofing websites only convert about 5% of visitors. That means 95% of people who looked at your services still walk away.
Competitors steal your customers. If you don't stay visible in search results and social media, other roofers will win the job. The company that stays top-of-mind usually gets the call.
Wasted advertising money on digital marketing. You pay for ads to bring people to your website. Without remarketing, most of that money is wasted on visitors who don't convert.
This roofing marketing strategy helps you:
Build trust over time with multiple touchpoints across your service area
Stay visible until customers are ready to buy from your services business
Get better returns on your advertising money and marketing efforts
Beat competitors who aren't using these lead generation services
You need three things to start generating leads with this roofing marketing approach: the Meta Pixel, custom audiences, and proper tracking for real time results.
The Meta Pixel is a small piece of code that goes on your website. It tracks who visits your site so Facebook can show them your ads later.
You can install it three ways:
Add the code directly to your website
Use Google Tag Manager
Use your website platform's built-in integration
The pixel should track these important actions:
Page views on service pages
Contact form submissions
Phone number clicks
Quote request starts
Once your pixel is tracking visitors, you can create different audiences:
All website visitors - Everyone who came to your site in the last 30-90 days
Service-specific visitors - People who looked at specific services like:
Roof replacement pages
Emergency repair pages
Storm damage pages
Commercial roofing pages
High-intent visitors - People who almost became leads:
Visited your contact page
Started a quote form but didn't finish
Looked at your pricing page
Content readers - People who read your blog posts about roofing
The more specific your audiences, the better your ads will perform.
Make sure you can measure your results:
Connect Google Analytics to see visitor behavior
Track phone calls and form submissions
Set up conversion tracking for leads
Connect your CRM if possible
Good tracking helps you see which ads work best and where to spend more money on your marketing strategies. This data helps you compete with lead generation companies by generating leads more cost-effectively.
Different visitors need different messages for effective lead generation for roofers. Someone who looked at emergency repairs needs different ads than someone researching roof replacement.
General visitors get awareness-focused ads about your services
Service-specific visitors see ads about the exact services they viewed:
Roof replacement seekers get replacement-focused ads
Repair page visitors see repair and maintenance ads
Storm damage visitors get storm response ads
High-intent visitors need conversion-focused ads with strong offers
Content readers get educational ads that build trust
Set up separate campaigns for each audience type. This lets you:
Control budgets for different segments
Write specific messages for each group
Track which audiences convert best
Avoid showing the wrong ads to the wrong people
Use these campaign objectives:
"Conversions" for people close to buying
"Traffic" for people still learning about your services
Don't show the same ad forever. Create sequences that change based on how long ago someone visited:
For roof replacement visitors seeking free roofing leads information:
Days 1-4: Educational content about roofing materials
Days 5-10: Customer testimonials and completed projects
Days 11-20: Your warranties and financing options
Days 21-30: Limited-time offers or seasonal reminders
For emergency repair visitors:
First 24 hours: Urgent response ads with your phone number
Days 2-5: Customer stories about your quick service
Days 6-14: Information about preventing future problems
This approach gives people the right information at the right time.
Make your roofing lead generation even more effective with these advanced strategies from home services marketing.
Don't just target website visitors when growing your business. Add these filters:
Homeowners only - Renters can't make roofing decisions
Your service area - Don't waste money on people too far away for your services business.
Income levels - For premium services, target people who can afford them
Age groups - Focus on ages most likely to need roofing work and buy roofing leads
Complement your Facebook remarketing with hyperlocal community engagement where neighbors actively recommend contractors. Implement how to get local roofing leads using Nextdoor to build neighborhood trust that enhances your remarketing effectiveness through increased local credibility and word-of-mouth amplification.
Adjust your remarketing based on the time of year:
Storm season - Increase budgets after bad weather
Pre-season - Promote maintenance before storm season
Winter - Focus on emergency services and ice dam prevention
Spring - Push replacement projects for the busy season
For the best results, tie your seo for roofing companies to weather patterns and consider pay per call campaigns:
Increase ad frequency after storms in your area
Change your message based on current weather
Promote different services for different seasons
In competitive markets, make your remarketing stand out:
Highlight what makes you different (warranties, certifications, experience)
Show your best reviews and ratings
Emphasize your fast response times
Feature your local expertise and community involvement
Your ad creative - the images, words, and calls-to-action - determines if people click and convert.
The best roofing ads use these types of images:
Before and after photos of roof transformations
Your team and equipment to build trust
Work in progress shots showing your process
Local homes that people recognize
Video testimonials from happy customers
Write ad copy that speaks to homeowner concerns:
Address specific problems: "Roof leaking after the storm? We can help."
Use social proof: "Join 500+ happy homeowners in [Your City]."
Show credibility: "Licensed, insured, and locally owned for 20 years."
Be locally specific: "We know [Your Area]'s weather and building codes."
Create urgency when appropriate: "Storm season is coming - protect your home now."
Your call-to-action button can make or break your ad:
Action-focused: "Get Your Free Estimate" instead of "Contact Us"
Value-focused: "Claim Your Free Roof Inspection"
Low-commitment: "Get a Quick Quote" or "Text for Fast Response"
Problem-solving: "Stop Your Roof Leak Today"
Facebook offers different ad types for different goals:
Image ads work great for showing completed projects
Video ads are perfect for testimonials and demonstrations
Take your video marketing to the next level by creating educational content that builds trust before remarketing. Learn how to get high quality roofing leads from YouTube to develop compelling video content that serves both initial education and powerful remarketing creative for higher conversion rates.
Carousel ads let you show multiple projects or services
Lead generation ads collect contact info without leaving Facebook
Slideshow ads are budget-friendly alternatives to video
For emergency visitors:
Image: Storm damage with your truck responding
Headline: "Emergency Roof Leak? We Respond in 2 Hours"
Text: "Don't let water damage destroy your home. Our emergency team is standing by 24/7."
Button: "Call Now for Emergency Service"
For replacement researchers:
Format: Carousel showing 4 different home transformations
Headline: "See How We've Transformed Homes in [Neighborhood]"
Text: "Thinking about a new roof? Browse our recent work in your area and see why homeowners trust us."
Button: "Get Your Free Replacement Quote"
For financing page visitors:
Image: Happy family outside their newly roofed home
Headline: "Affordable Financing Makes Your New Roof Possible"
Text: "Don't postpone essential roof work. Our payment plans start at just $99/month with no money down."
Button: "See Your Payment Options"
You need to track the right numbers to know if your remarketing is working.
Click-through rate (CTR): Aim for 1-5% for remarketing ads
Cost per click (CPC): Should be lower than cold audience ads ($1-3 for roofing)
Conversion rate: How many clicks become leads (aim for higher than 5%)
Cost per lead (CPL): Total spend divided by leads generated ($10-30 is good for how to get roofing leads campaigns)
Return on ad spend (ROAS): Revenue generated divided by ad spend
Ad frequency: How often people see your ads (keep under 5-7 per week)
Overall remarketing budget: Use 15-20% of your total ad budget for remarketing
Segment breakdown:
50-60% for high-intent visitors (contact page, quote page)
30-40% for service-specific visitors
10-20% for general site visitors
Start small: Begin with $10-20 per day and scale up based on results
Always test your ads to improve performance:
Test one thing at a time:
Start with different audiences
Test various ad formats
Try different images or videos
Test different headlines
Try new ad copy
Test different call-to-action buttons
Make sure tests are valid: Run each test until you get at least 1,000 impressions per version
Keep detailed records: Track what works so you can apply lessons to future campaigns
Update exclusions regularly: Remove people who already became leads
Refresh creative often: Change images and copy every 2-4 weeks to prevent ad fatigue
Adjust bids based on performance: Spend more on audiences that convert well
Test different placements: See if Facebook feed, Instagram, or other spots work better
Match landing pages to ads: Make sure your website page matches your ad message
Let Facebook's AI help improve your results:
Advantage+ campaigns test multiple ad versions automatically
Dynamic creative tries different combinations of headlines and images
Automated rules pause bad ads or increase budgets for good ones
Here are real examples of roofing companies getting great results with digital marketing for roofers and lead generation.
A roofing company used remarketing after a big hailstorm:
What they did:
Started with awareness ads in the affected area
Built audiences from people who clicked
Remarketed to these engaged visitors with conversion-focused ads
Results:
50 qualified leads for just $650 in ad spend
Average cost per lead: $30
40% of leads became paying customers
Total new business: $120,000
This shows how powerful event-based remarketing can be for roofers and proves you don't need to buy roofing leads when you can generate them yourself.
A contractor spent just $300 on remarketing in one month:
Strategy:
Targeted website visitors who didn't submit forms
Used friendly reminder ads with limited-time offers
Focused on people who watched at least half of their videos
Results:
22 new appointments booked
Cost per appointment: under $14
Much better results than ads to new audiences
Even small budgets can generate significant returns with remarketing.
A metal roofing company improved their results over time:
Approach:
Used both Google and Facebook ads
Made remarketing a key part of their strategy
Continuously optimized based on performance data
Results:
Reduced cost per lead from $175 to $98
Now generates over 300 exclusive leads per month
Remarketing provides a significant portion of leads
This shows how remarketing gets better with time and optimization.
This example shows exceptional results are possible:
What they did:
Spent just $19 on Facebook ads
Targeted high-intent website visitors
Had a strong follow-up process
Results:
Generated 30 leads from $19 spend
3 leads became customers
Estimated revenue: $27,000
While results this good aren't typical, they show the potential when remarketing is done right.
Remarketing beats cold targeting: In every case, remarketing performed much better than ads to new audiences
Event timing matters: Campaigns tied to weather events or seasons work exceptionally well
Multi-step approaches work best: Building awareness first, then remarketing, creates better results
Small budgets can work: Even modest investments can generate meaningful returns
Follow-up is critical: The ads bring people back, but your sales process determines final conversions
To get the most from remarketing, integrate it with your other marketing efforts.
Make remarketing work with everything else you do:
SEO integration: Use search data to create better remarketing audiences
Content marketing: Create helpful blog posts, then remarket to promote them
Local SEO: Keep your business info consistent across all platforms
Multi-platform remarketing: Use Google, YouTube, and Instagram too for maximum impact
Professional partnerships: Build relationships with real estate agents who regularly encounter homeowners needing roofing services. Learn how to get roofing leads using real estate referrals to create systematic partnerships that generate high-quality leads while providing valuable remarketing audiences from motivated homeowners in the selling process.
Digital privacy is changing. Stay ahead:
Build email lists: Create custom audiences from your customer database
Use Facebook's Conversions API: This works alongside the pixel for better tracking
Create value for contact info: Give people good reasons to share their email (like free guides)
CRM connection: Send Facebook leads directly to your customer management system
Chat automation: Use Facebook Messenger to engage with ad clickers instantly
Call tracking: Use special phone numbers to track which ads generate calls
Video content: Invest in drone footage and professional videos for better ads
As remarketing works, expand your efforts:
Grow your service area: Add remarketing in new territories as you expand
Create service-specific campaigns: Develop separate campaigns for different roofing services
Seasonal scaling: Increase budgets during busy seasons or after storms
Multi-location approaches: Customize remarketing for different markets if you serve multiple areas
Here's how to begin right now:
Install the Meta Pixel on your website today - start collecting data even if you're not ready for ads yet
Create your first audiences based on website visitors and page views
Make your first ads focusing on your most popular services
Launch a small test campaign with a modest daily budget
Set up weekly reviews to track performance and find improvement opportunities
By following these steps and continuously refining your approach, you can turn Facebook remarketing into a reliable source of high-quality roofing leads.
Facebook remarketing is one of the best ways for roofers to generate consistent, high-quality leads. Most roofing companies aren't using it effectively, which gives you a huge advantage.
The success stories in this guide are real. Roofing businesses across the country are using remarketing to dramatically improve their lead generation and grow their companies.
Remember these key points:
Start with proper setup and clear audience segments
Create compelling ads specific to roofing customers
Test and optimize systematically
Integrate remarketing with your overall marketing
Stay current with platform and privacy changes
The potential is there. The tools are available. The only question is: when will you start turning your lost website visitors into paying customers?
Begin implementing these strategies today, and you'll be well on your way to more consistent lead generation and sustainable business growth in an increasingly competitive roofing market.
To grow your business and get pay per call roofing leads, sign up for free with ResultCalls today!
Hello everyone! My name is Alex and I write these blogs to help educate small business owners on different ways to grow their business. My goal is to make lead generation as easy as possible for you. After reading these blogs, I hope you leave with some actionable steps that will get you closer to growing your business :)
