The housing industry has seen an unprecedented demand in recent years. In turn, this is causing the roofing industry to experience a surge in growth as well.
This demand, coupled with volatility in weather, only increases the need for reliable roofing companies.
While it may seem like this is a perfect scenario for roofing contractors, there is a ton of competition for this type of business. This is where roofing Facebook ads come in.
When a storm hits or the housing market is picking up, a roofing company needs to differentiate itself from its competitors. But what do Facebook ads for roofers look like? Is it possible these ads can help you stand out in a crowded market?
Why Facebook Ads for Roofers Work
First, let’s talk about why Facebook ads are an ideal marketing strategy for anyone who owns or markets for a roofing company. Facebook ads have numerous advantages, and these qualities make them a natural choice for the roofing industry.
Of course, the power of Facebook is undeniable. Almost everyone knows who Mark Zuckerberg is, and we make him richer on a daily basis by continuing to use Facebook. It’s still the world’s largest social media platform and will likely continue to maintain its dominance.
However, as large as this mega-sized platform is, one of the most amazing aspects about it is how far down you can drill to find out who is checking their newsfeed daily. This allows business owners like you to dig deep and target the right people.
You don’t have to reach all 2.5 billion Facebook users. In fact, you only need to get your message in front of a select number of people who are willing to interact with your ads.
Many Facebook users fall right in line with your likely target audience group. 25% of users in the U.S. are in the age group of 25 to 34. Some of the people in this age group are buying their first homes, perhaps a fixer-upper, and a new roof may be on their to-do list.
But the younger adults aren’t the only ones scrolling through each day. The next largest age group is 35 to 44, with about 18% of users falling into this age range.
These are prime ages for homeownership and include people who are either current homeowners who may have roof damage or ones who are building their dream homes.
This is why roofing Facebook ads work so well — you’re talking to the people who will likely need your service at some point. Whether they need you now or later, Facebook ads lay the foundation so these homeowners know who to call when the time comes.
How to Get Started with Roofing Facebook Ads
If the thought of setting up a Facebook ads campaign sounds scary, the good news is that it doesn’t have to be. There are several steps you can take beforehand to make things run as smoothly as possible — and get results.
1. Create a Clearly Defined Goal
The first step is to decide the goal of your campaign. Sure, we all want more customers, but you should get as specific as possible.
When it involves roofing ads, there are a variety of goals you could be working towards, so you need to narrow it down to one per campaign.
Examples of goals for roofing Facebook ads might be:
- Introduce your business to new homeowners in the local area
- Show pictures of hail damage after a strong storm in the area
- Educate homeowners on the dangers of an aging roof
- Showing examples between metal roofing or shingles and why it matters
The goal becomes particularly important when you start to choose your campaign awareness goals as you set up your Facebook ads. If you know your goal upfront, it helps guide you as you make decisions regarding awareness and targeting.
2. Targeting the Right Audience With Facebook Ads
When you begin your campaign for roofing ads, it’s important to focus on the right target audience.
This isn’t an area where you want to make a “best guess” and leave it up to chance. Instead, being more selective in who you target makes it more likely someone will interact with your ad.
Remember your goal? This will feed right into choosing the audience demographics.
Most likely, your target audience will be homeowners who are:
- Ages 40 to 65
- Male and female
- Interested in activities such as home improvement, home repair, and home maintenance
3. Create the Right Offer
When Facebook and Instagram users are viewing their posts and newsfeed, you have to do something to get their attention.
This doesn’t mean adding some random video or posting a picture for shock value. It does mean giving people a reason to stop and look at your ad.
One way to do this is through an offer. Give people a reason to pay attention to you. Make a value proposition that stands out, whether it’s an offer for more information, financing, or perhaps a free quote.
Whatever you choose to offer, you want it to be obvious. Make sure your audience understands right away what your roofing company is offering and what they need to do to take the next steps.
You could communicate the next steps with a simple sentence to learn more, send a message, or download a checklist.
Examples of Facebook Ads for Roofers
Here are a few examples of effective ads that stand out for various reasons.
1. Clearcut Offer
This ad works because the offer is obvious. In particular, the financing plan may be what sets this roofing company apart from others in the area. Better yet, the copy grabs your attention, and the offer is clearly spelled out.
2. The Clear Objective
This ad works because the picture clearly demonstrates the objective of the campaign — to show homeowners the difference a new roof can make with curb appeal.
Plus, the next steps are clear as well. Someone simply needs to tap “learn more” to find out how to get started with zero money down.
3. Eye-Catching Graphics and Copy
This ad is effective because the message is simple, but it stands out because of the bold graphics. The next steps are clearly laid out by prompting readers to download. It educates audience members while getting them engaged with the ad and eventually the business.
Other Best Practices for Roofing Facebook Ads
In addition to setting goals, targeting the right audience, and creating the right offer, there are other best practices to follow to maximize the effectiveness of a Facebook ads campaign.
When you’re running a Facebook ad, make sure it doesn’t read like your high school English paper. The more concise and to the point you are, the better your ad will perform.
Think about how people interact with these ads. They’re scrolling through or looking at pretty pictures of people they may or may not know. It takes a lot to distract someone from their newsfeed habit or get them to look inside their messenger inbox.
Your copy needs to grab their attention and get right to the point.
Using high-quality images is a must now. Gone are the days when you could upload a fuzzy picture from an iPhone 4 and get away with it. The best part is that there are a great number of resources to turn to for this, and they’re free.
Using a site such as Canva to design your ads is one of our go-to tools. If you need stock photography, there are several sites for this as well, including Unsplash or PicMonkey. You don’t have to spend a ton (if anything), but you do need to upload quality photos and videos.
Rely on Reviews
If you have positive Google or Facebook reviews, you should definitely use this in your copy. This helps build credibility with your audience, and it’s information someone could easily verify for themselves.
There are lots of statistics supporting the power of good (and bad) reviews. So if you have positive ones, then don’t be afraid to share them.
Make Sure Every Ad is Mobile-Friendly
Practically everyone is glued to their smartphones at some point during the day. Statistics continue to show how smartphone usage will only increase, which means Facebook and Instagram will continue to be viewed on phones.
Knowing this, it is key to develop phone-friendly ads and ads that are optimized for mobile devices. This means bright, eye-catching ads, super clean and concise copy, and high-quality images.
Mobile is no longer an afterthought. It is now the norm. Treat your ads with a “mobile-first” attitude.
The Final Word on Roofing Facebook Ads
If you’ve been looking for a way to get your roofing business to stand out from the many others in your local market, then roofing Facebook ads could be one of the best marketing tools.
But remember, before you dive in and start spending money, take time to create clear campaign objectives, determine the right target audience, and put together a compelling offer.