Roofing contractors need steady leads to keep their business growing, and digital advertising is one of the most effective ways to attract new customers. Two of the most popular options are Google Ads and Facebook Ads, but which one works better for roofing contractors?
Both platforms have strengths, and choosing the right one depends on your goals, budget, and target audience. This guide will compare Google Ads vs. Facebook Ads to help you decide the best fit for your roofing business.
1. How Google Ads Work for Roofing Contractors
What Are Google Ads?
Google Ads (formerly Google AdWords) allow roofing contractors to appear at the top of search results when people look for roofing services. These ads operate on a pay-per-click (PPC) model, meaning you only pay when someone clicks on your ad.
Why Google Ads Work for Roofers
- Targets homeowners actively searching for roofing services.
- Appears at the top of Google searches, increasing visibility.
- Works well for high-intent keywords like “emergency roof repair near me.”
- Google Local Services Ads (LSA) builds trust with verification badges.
Challenges of Google Ads
- It can be expensive, especially for competitive keywords.
- Requires strong ad copy and landing pages for high conversion rates.
- Results depend on bidding strategy and budget.
Pro Tip: Use Google Local Services Ads for roofing, as they appear at the top as well as show verified reviews, increasing trust.
2. How Facebook Ads Work for Roofing Contractors
What Are Facebook Ads?
Facebook Ads allow roofing contractors to target homeowners based on demographics, interests, and behaviors. These ads appear in users' newsfeeds, Stories, and Messenger, helping build brand awareness as well as generate leads.
Why Facebook Ads Work for Roofers
- Targets homeowners before they search for a roofer.
- Great for brand awareness and educating customers.
- Offers lead forms that make it easy to capture contact details.
- Retargeting keeps your business at the top of potential customers' minds.
Challenges of Facebook Ads
- Users aren’t actively searching for roofing services.
- Requires strong visuals and videos to capture attention.
- Lead quality can be lower compared to Google Ads.
Pro Tip: Run retargeting ads to reach users who visited your website but didn’t book a service.
3. Comparing Google Ads vs. Facebook Ads for Roofers
Lead Quality & Conversion Rates
- Google Ads generate high-intent leads, meaning users are ready to book a roofer.
- Facebook Ads generate cold leads, meaning they may need multiple touchpoints before converting.
Cost & Return on Investment (ROI)
- Google Ads cost more per click, but they result in faster conversions.
- Facebook Ads are cheaper per lead, but may require nurturing leads before they convert.
Brand Awareness vs. Direct Sales
- Facebook Ads are great for building brand awareness as well as trust.
- Google Ads are better for immediate leads as well as direct sales.
Pro Tip: A strong roofing marketing strategy includes both Google Ads and Facebook Ads to maximize brand awareness and conversions.
4. Best Ad Strategies for Roofing Contractors
Best Google Ad Strategies for Roofers
- Use Google Local Services Ads for trust-building as well as high-intent leads.
- Run Search Ads targeting “roof repair near me” as well as “emergency roofing services.”
- Set up retargeting campaigns to capture users who didn’t convert.
- Optimize landing pages with clear call-to-actions and contact forms.
Best Facebook Ad Strategies for Roofers
- Create video ads showcasing your past projects and testimonials.
- Offer free roof inspections to generate leads.
- Run retargeting ads to remind visitors to book a service.
- Target homeowners in your local area with geo-targeted ads.
Pro Tip: Use Facebook Ads for lead generation as well as Google Ads for direct conversions.
5. Which Should You Choose?
Use Google Ads If:
You want high-quality leads that convert quickly.
Your goal is fast results and direct customer inquiries.
You have a higher ad budget as well as can compete for premium keywords.
Use Facebook Ads If:
It's to increase brand awareness as well as generate leads affordably.
You have time to nurture leads before they book a service.
To build a long-term online presence.
Pro Tip: Running Google and Facebook Ads together is the most effective strategy for maximizing leads as well as conversions.
Conclusion
For roofing contractors, Google Ads and Facebook Ads serve different purposes. Google Ads are ideal for immediate, high-quality leads, while Facebook Ads work best for brand awareness and affordable lead generation.