How Roofers Can Target Homeowners on Facebook
The roofing industry is growing, and competition is also growing. To engage clients and gain more sales, you should target the right audience. With its vast demographic coverage of more than 3 billion monthly active users, Facebook is the place where roofing businesses, especially those with smaller establishments, can nail better service prospects.
In this guide, we will consider how can you target Facebook groups with ads correctly. You will know how to create ads, taking into account the location, interest, and age of your audience and what banners to use, such as before-after shots. You will know how much money you need to spend on roofers Facebook marketing, and more.
Creating a Facebook ad audience
Facebook ads for roofing companies are paid promotions to market a roofing business on the platform. These ads give advertisers the chance to reach an audience based on detailed demographics, location, and profile information, not always available on other advertising platforms.
Below, you can see examples of Facebook marketing for roofers.
Facebook gives the advertiser the opportunity to set their budget and to choose whether to pay per click or per thousand impressions.
The best approach of how can you target Facebook groups with ads is running an ad in front of people locally who are more likely to use these services. But how to create a Facebook ad? You take their ad creation tool, and it will walk you through it.
How to target homeowners on Facebook Ads? The process of creating ads seems simple, but to reach the right target audience, you should narrow the parameters. To engage the clients, the ads should be visually appealing and informative in terms of what message they should convey. But first things first.
Refining audiences to reach homeowners
Can you target homeowners on Facebook? Sure. Targeting the right homeowners is critical in getting the most out of your Facebook Ads. There are several options for refining your audience on Facebook, including the following:
Location
Targeting by location is critical to any roofing business. You can narrow your audience by specific areas, such as ZIP codes or cities, to ensure your roofing ads on Facebook reach homeowners in the regions you serve.
Age
Some age groups may potentially own a house. Usually, they are homeowners 30-65 years old. They may be in need of home repair activities such as roofs and gutters.
Interests
In Facebook, targeting is possible by interests. For contracting or roofing services, target those people who show interest in home improvement, DIY (do-it-yourself) projects, real estate, or renovation of homes. You are even allowed to target those showing interest in complementary services such as plumbing and landscaping.
Additional settings
There are also a few other methods for filtering down who you are targeting. You can target just homeowners, recent movers, and even users who have shown interest in upgrading homes. You can also form a custom target audience from past website visitors or people who have engaged with your ads. Moreover, you can use Facebook household income targeting.
4 effective strategies to target the right audience
How to target homeowners on Facebook Ads? Here are four effective strategies using Facebook audience targeting to grow your roofing business:
Target your existing and past clients
Facebook gives you the opportunity to upload your customer contact lists, therefore allowing you directly target them for ads. When you're promoting special deals or exclusive promotions to your client base, you can be useful in that matter.
Reach your potential customers with lookalike audiences
How to target homeowners on Facebook Ads? There are many helpful tools to apply. For example, lookalike audiences allow reaching people who look like your target customers. You can use this segmentation tool to create a list of similar individuals based on the existing characteristics of your customer base.
The feature helps extend your reach toward new customers by targeting them and raising the possibility that they may become interested in the roofing services that you are providing.
Target specific service areas
As you develop your ads or even roofing Facebook posts, include mentions of the areas you serve. Facebook enables you to target ads based on geographic locations, ensuring your message reaches homeowners in your specific service zones.
Retarget website visitors and blog readers with special offers
What does retargeting mean for Facebook Ads? It is the method of reaching out to all those users who have previously interacted with your business, liked roofing Facebook posts, or came onto your site but couldn't book the service, or just filled up that contact form. By putting more home improvement Facebook ads in front of them, you may push them to turn into paying customers.
Use Facebook’s retargeting tools (Meta Pixel, Dynamic Ads) to display ads to the audience who have already visited your website or engaged with your blog. This is a great way to stay on their radar and encourage them to take action, turning them into potential roofing customers.
Essential tools & integrations
Can you target homeowners on Facebook more effectively? Combining CRM (customer relationship management) systems with Facebook Ads will really amplify your roofing company's marketing effectiveness. Here are some of the major tools and integrations that will help you optimize your campaigns and make your work easier:
Best CRM systems with integration to Facebook Ads
Popular CRM platforms like HubSpot, Salesforce, and Zoho CRM allow seamless integrations with Facebook Ads, making it easier to manage customer data, segment audiences, and automate follow-ups.
All these CRM tools make sure your ad campaigns are in tight connection with your customer management system, making marketing efforts far more effective.
Custom Audiences on Facebook
Facebook's Custom Audiences tool enables you to customize your ads using data from your CRM.
Some of the most important audience types include:
Customer lists: Re-engage past customers for more sales or referrals.
Website visitors: Retarget those who visited your website but didn't convert.
Past campaign interactions: Reconnect with users who took some interest in previous home improvement Facebook ads but didn't take action.
With Custom Audiences, you are able to focus your ad budget on the most relevant prospects.
Zapier for workflow automation
Automation in Zapier connects Facebook roofing ads to your CRM in order to create a seamless, smooth experience. Here's how it works:
Lead automation: Lead import right from Facebook into your CRM.
Follow-up campaigns: Events are fired due to user actions, triggering automated emails or SMS messages.
CRM sync: Keep your CRM updated automatically in real time, as leads move through your sales pipeline.
With Zapier, there is no more tedious work, and on-time consistency takes over, caring for your leads.
What banners to use
When working on Facebook marketing for roofers and creating ads, the visuals used are as important as the message. High-quality, creative roofing ads make all the difference in garnering the attracting of prospective clients.
Here are ideas for banners to work in good Facebook roofing ads:
Before-and-after shots
Probably the most efficient way to show the transformation of roofs before and after repairs or installations; this will work wonders in presenting your services. Any potential customer would find it really easy to visualize the after-effects and know the worth of your work. The shots might include detailed ones of roofing materials, showing professionalism and high-quality work.
Clear call-to-action
Ensure that your banner contains a clear and simple call-to-action (CTA), for example, "Get a Free Estimate," "Call for a Roof Inspection," or "Book Now." A great CTA will ensure viewers take immediate action, hence increasing the chances of converting them into leads.
Seasonal offers or promotions
If you have some seasonal promotion, like a discount on roof repairs or a free inspection, create banners highlighting the offer. Apply bright colors and bold text to draw attention to time-sensitive deals and encourage customers to act quickly.
Happy customers and testimonials
Include images of happy customers and testimonials with visual images of your completed work to enhance your Facebook marketing for roofing. Positive social proof creates trust and belief, especially among homeowners who require the services of contractors.
By the way, the company you can see on the screen above is our client at Loona. Plum ProExteriors, an expert construction services provider in MA, turned to us with a request to expand their online visibility and attract local customers.
Thanks to our digital marketing services, now the company sees its domain rating 2x times more and has grown organic traffic 10x. This is all because of the full-scale SEO strategy taken in service, besides other noticeable measures. As a result, we enhanced Plum ProExteriors' brand trustworthiness, local presence, and online reach.
Branding and contact information
Put your company logo, contact information, and website on the banners. A well-branded advertisement will have all the details a customer may want to know in order to reach you easily.
Materials and expertise in roofing
Attach photos of the good quality materials you use, such as long-lasting shingles or metal roofing. Your potential customers will appreciate the value of your roof services and the level of expertise you will bring.
Local imagery
How to target real estate agents on Facebook or homeowners from the specific locations? If you are targeting a few geographic areas, then use recognizable local landmarks or neighborhood imagery in your banners. This makes the ad personal and speaks to the potential customers in the local community.
How much budget do I require to spend
The cost per ad on Facebook may vary depending on various factors such as target audience, location, and time of year, and also varies between industries. On average, Facebook roofing ads cost around $2.50 per click and $11.49 per thousand impressions. This makes Facebook advertising a cost-effective option to reach potential customers and generate roofing leads.
With careful planning, you can run a budget-friendly ad campaign. For example, target homeowners in your area who may need roofing services or run ads during times when costs are lower.
By planning your campaign well, you can keep costs low while reaching a broad target audience.
Offers and lead-magnets
Are there any other options to improve the process of how to target homeowners on Facebook Ads? By making certain compelling offers and creating lead magnets, roofing companies can capture the attention of homeowners on Facebook and generate leads. These are incentives that get a potential customer to give up their contact information in return for something valuable. These could then be followed up and converted into clients.
Here are some effective offers and lead magnets for roofing companies:
Free roof inspections or estimates
This can be a good way to drum up business. For the most part, people are unaware of their roofs' condition, so an offer of a free inspection can tempt them into calling. It affords you an opportunity to survey their needs and offer your services if they require repairs or replacement.
Discounts and limited-time promotions
Providing a special discount, like a percentage off roofing services or a promotional deal on repairs, can be very appealing. Time-sensitive offers create a sense of urgency, motivating homeowners to take action quickly. Highlighting these savings in your roofing Facebook ads can grab attention and drive conversions.
Seasonal offers
This is another excellent strategy that will work. You can make the offer to your customers seasonal. For example, offer discounts on fall season roof maintenance in preparation for winter or offer cleaning deals during spring. Seasonal offers demonstrate to homeowners that you know when their needs arise and you can address them on time.
Exclusive social media deals
Encourage people to follow your page by offering them deals available only to your followers on social media. By leveraging social media marketing, you grow the audience and keep your business top of mind for future roofing needs.
Free guides or checklists
Some downloadable roofing guides, checklists, or eBooks explaining to homeowners how they can maintain their roofs or identify any problem in the roof would be a great idea. Homeowners will definitely share their contact information for such valuable resources that may later be followed up with targeted marketing.
Referral incentives
Create some sort of referral program in which clients are rewarded for referring more people to your services. A discount or small incentive for referrals can help spread the word and bring in new leads that can be promoted directly through your Facebook ads.
What else can help you to engage besides roofers Facebook marketing? SEO optimization, including qualified keyword research, social media promotion, listing on online directories, and many other roofing marketing ideas. At Loona Agency, we know how to create a robust digital marketing strategy that will make a huge difference for your business.
Final thoughts
Roofing advertising on Facebook nowadays increases business brands associated with roofing, gutter services, or generally those home-based needs. You can target specific demographics, interests, and locations so your roofing ads on Facebook can show at the right place and time.
You can use tools such as custom audiences and lookalike audiences to remarket for previous customers and newer potential leads who have similar attributes. With Facebook's advanced features for targeting, you can engage the most relevant prospects and guide them toward taking action.
Want to attract more customers and take your roofing business to the next level? Just contact us. Our team will help you reach more leads and sales with our quality digital paid ads services.
