Facebook ads vs Google Ads for roofers

Search volume is a hard ceiling

There are only so many people typing 'roof replacement near me' in your county each month, and you are splitting them with every other roofer plus the lead marketplaces bidding on the same terms. Once you own the top of that auction, there is nowhere left to spend.

Meta has no such ceiling. You are choosing who sees the offer, not waiting for them to raise their hand. Want twice the appointments next month? Turn the budget up and the demand appears.

The math roofers should actually compare

Cost per click is a vanity metric. Compare cost per signed job across a real quarter and the gap is obvious.

• Search: $15–$60 per click, $80–$250 per lead, capped monthly volume
• Meta: $25–$80 per lead retail, $15–$50 storm, volume limited only by budget
• Meta creative can be tested weekly; keyword auctions cannot be out-created
• Meta lets you re-market to every homeowner who half-filled the funnel

Done correctly, Meta is a money printer

That phrase gets abused, so here is what it means in practice. A $14,000 average job at 35% gross margin leaves roughly $4,900 of gross profit. A tight Meta system that signs a job for $900 to $1,200 of ad spend is returning $4 to $5 for every $1 in. At that ratio the only sane question is how fast your crews can absorb the work.

The catch is that almost nobody runs it correctly. Boosted posts, instant lead forms and 'free estimate' copy will burn a budget in a fortnight and convince an owner that Meta does not work for roofing.

Why most agencies push search instead

Because it is easy to bill for. Search campaigns can be cloned between clients in an afternoon — same keyword list, same three ad variations, same template landing page with the city name swapped. That is the whole business model of most contractor marketing agencies: one copy-and-paste build, resold to fifty roofers, invoiced monthly whether it produces jobs or not.

You can spot it instantly. If the ads running for a roofer two states away are word-for-word yours, you are not being marketed — you are being processed.

Where search still earns its place

Emergency leak searches and Local Services Ads are genuinely useful, and if you already have them running profitably, keep them. We simply refuse to charge you for a channel that cannot scale past your county's search volume. We would rather put every dollar where it compounds.

So what do we actually sell?

Run the math honestly and one channel keeps winning for roofers: Facebook ads. Done properly it behaves like a money printer — put $1 in, pull $4 to $5 out, then turn the dial up. That is why we build every account around roofing Facebook ads and tie our own pay to booked, showed appointments instead of a flat retainer for shuffling ad accounts.

We build custom creative for your market, run the qualification funnel, hold the 6–10 minute call and nurture every appointment to the door — start at roofing Facebook ads or roofing leads.

Frequently asked questions

Are Facebook leads lower quality than Google leads?

They are colder, not lower quality. A search lead has already decided; a Meta lead has to be qualified. That is exactly what the funnel and the 6–10 minute call are for, and the finished cost per signed job is usually well below search.

Should I run both channels?

If you already have profitable search campaigns, keep them running. If you are choosing where new money goes, put it into Meta — it is the only one of the two you can scale on demand.

Why do you not offer Google Ads?

Because we get paid on booked, showed appointments. Selling you a capped channel with $45 clicks would be worse for you and worse for us. We only sell what we would spend our own money on.

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