Roofing Facebook Ads vs Google Ads: ROI Comparison

Every roofing company running paid ads eventually asks the same question: "Should I put my money in Google Ads or Facebook Ads?" It's not an idle question when roofing leads can cost $50–$150+ per click on Google. The platform you choose directly impacts how many leads you get, what you pay for them, and whether they actually turn into signed contracts.

Having run PPC for roofing companies across both platforms for years, we've collected enough data to give a clear answer. But the answer isn't "Google is better" or "Facebook is better." It's "each platform wins for different situations." Here's the complete breakdown with real numbers.

The Fundamental Difference

Google Ads captures existing demand. Someone's roof is leaking, they search "roof repair near me," they find your ad. They already have a problem and are actively looking for a solution.

Facebook Ads creates demand. Someone scrolls past your ad showing a beautiful new roof, they think "our roof is getting old," they click to learn more. They didn't wake up planning to get a new roof — your ad planted the idea.

This distinction shapes everything about how the platforms perform for roofing.

Google Ads for Roofing: The Numbers

Cost Metrics

What Google Does Well

Emergency repairs: When someone has a leak, they search Google immediately. There's no better channel for capturing urgent repair work.

Active shoppers: Homeowners researching "roof replacement cost" or "best roofing company near me" are in buying mode. They're comparing options and ready to request quotes.

Commercial roofing: Business owners and property managers use Google to find contractors. B2B roofing leads almost exclusively come through search.

High intent: Google leads are "hand raisers." They've already decided they need roofing services — they're just choosing who to hire.

What Google Does Poorly

Demand generation: You can't show ads to people who don't know they need a roof yet. There's no Google search for "should I consider replacing my roof?"

Price competition: Roofing keywords are expensive because everyone's bidding on them. In competitive markets, you might pay $100+ per click.

Scale limitations: Search volume has a ceiling. Only so many people search for roofing each month in your market.

Not sure which platform is right for your roofing company? We'll analyze your market and recommend the best channel mix. Our PPC management for roofing companies consistently delivers leads at 30–50% lower cost than industry averages. Get a free audit →

Facebook Ads for Roofing: The Numbers

Cost Metrics

What Facebook Does Well

Replacement and new construction: Full roof replacements are big decisions. Homeowners don't wake up one day and search Google — they think about it for months. Facebook can reach them early in that consideration process.

Storm damage canvassing: After major storms, Facebook's geographic targeting lets you reach every homeowner in affected areas with timely messaging.

Visual showcase: Roofing transformations look impressive. Before/after photos and videos stop the scroll in ways that work uniquely well for roofing.

Lower cost per lead: Raw CPL on Facebook is typically 50–70% lower than Google. The leads are lower intent, but the volume and price make up for lower close rates.

Retargeting: Someone visited your website but didn't call? Facebook lets you follow them around the internet, keeping your company top-of-mind.

What Facebook Does Poorly

Emergency repairs: Nobody thinks "my roof is leaking, let me check Facebook." Emergency work requires Google.

Immediate need: If someone needs a roof right now, Facebook isn't where they're looking. The sales cycle is longer.

Lead quality (initially): Facebook leads require more nurturing. They're often curious rather than committed, and close rates are lower without proper follow-up.

Head-to-Head ROI Comparison

Let's compare a $3,000/month budget on each platform for a typical roofing company.

Google Ads: $3,000/Month

• Clicks: 60–75 (at $40–$50/click)
• Leads: 30–40 (at $75–$100/lead)
• Appointments: 18–28 (at 60–70% conversion)
• Sales: 6–11 (at 35–40% close rate)
• Average job value: $8,000
• Revenue generated: $48,000–$88,000
• ROI: 16–29x

Facebook Ads: $3,000/Month

• Clicks: 750–1,500 (at $2–$4/click)
• Leads: 75–150 (at $20–$40/lead)
• Appointments: 30–60 (at 40–50% conversion with good follow-up)
• Sales: 8–18 (at 25–30% close rate)
• Average job value: $8,000
• Revenue generated: $64,000–$144,000
• ROI: 21–48x

What the Numbers Reveal

On paper, Facebook can deliver higher ROI. But there's a critical caveat: Facebook's ROI is entirely dependent on your follow-up system.

Google leads call you ready to buy. Facebook leads need to be nurtured, followed up immediately, and sold more carefully. If your team struggles with lead follow-up, Google's higher-intent leads will outperform Facebook despite the higher cost.

The realistic comparison:

• Roofing company with excellent follow-up: Facebook often wins on ROI
• Roofing company with average follow-up: Google typically wins
• Roofing company with poor follow-up: Google is the only viable option

When to Use Each Platform

Use Google Ads When:

You're targeting emergency repairs A homeowner with a leaking roof won't check Facebook — they'll Google "emergency roof repair." Google owns this segment completely.

You want high-intent leads If your sales team is small or follow-up is a weakness, Google's ready-to-buy leads are more forgiving.

You're bidding on commercial roofing Businesses and property managers search Google for contractors. B2B roofing is a Google-first category.

You're in a market with low competition If roofing CPC is reasonable ($20–$30/click), Google can be cost-effective for all service types.

You have limited budget With less than $1,500/month, focus on one platform. Google's higher intent makes it the safer bet for tight budgets.

Use Facebook Ads When:

You're promoting roof replacements Full replacements have long consideration cycles. Facebook reaches homeowners before they start Googling.

After storm events Geographic targeting + timely creative = massive opportunity. "Your neighborhood was hit hard. Free inspection for [Area] homeowners."

You have a strong follow-up system CRM automation, immediate text responses, persistent calling — if you have this, you can convert Facebook's cheaper leads profitably.

You want to scale beyond Google's ceiling Only so many people search for roofing each month. Facebook's audience is virtually unlimited.

You're showcasing transformations A stunning before/after of a roof replacement is scroll-stopping content. Facebook rewards visual creative.

You're running retargeting Every website visitor who didn't convert becomes a Facebook retargeting opportunity.

Use Both When:

You have sufficient budget ($3,000+/month) Run Google for immediate-intent keywords and repairs, Facebook for replacements and demand generation.

You're in a competitive market Diversifying reduces risk if one platform becomes too expensive.

You're scaling aggressively Maximum lead generation requires both channels working together.

You want full-funnel coverage Facebook builds awareness and interest, Google captures active shoppers, retargeting closes the loop.

Campaign Strategies by Platform

Google Ads: Roofing Campaign Structure

Campaign 1: Emergency/Repairs (High Priority)

• Keywords: roof leak repair, emergency roofer, storm damage roof
• Budget: 40% of spend
• Bid strategy: Maximize conversions or Target CPA
• Expected CPL: $60–$120

Campaign 2: Replacement (Medium Priority)

• Keywords: roof replacement, new roof cost, roof replacement near me
• Budget: 35% of spend
• Bid strategy: Target CPA
• Expected CPL: $80–$150

Campaign 3: Branded (Low Budget)

• Keywords: [Your company name], [your company] reviews
• Budget: 10% of spend
• Bid strategy: Target impression share
• Expected CPL: $15–$30

Campaign 4: Competitor (Testing)

• Keywords: [Competitor names]
• Budget: 15% of spend
• Bid strategy: Manual CPC
• Expected CPL: $100–$200

Facebook Ads: Roofing Campaign Structure

Campaign 1: Cold Prospecting — Replacement

• Audience: Homeowners, 30–65, HHI top 50%, within 25-mile radius
• Creative: Before/after photos, video testimonials, financing offers
• Objective: Leads
• Budget: 50% of spend
• Expected CPL: $25–$50

Campaign 2: Storm Damage (Seasonal)

• Audience: Homeowners in storm-affected zip codes
• Creative: Storm-specific messaging, free inspection offer
• Objective: Leads
• Budget: Variable based on weather events
• Expected CPL: $15–$35

Campaign 3: Retargeting

• Audience: Website visitors, video viewers, page engagers
• Creative: Testimonials, urgency messaging, seasonal offers
• Objective: Leads or Conversions
• Budget: 20% of spend
• Expected CPL: $15–$30

Campaign 4: Lookalike Expansion

• Audience: 1% lookalike of customer list or converted leads
• Creative: Top-performing cold prospecting ads
• Budget: 30% of spend
• Expected CPL: $20–$40

Tracking and Attribution

You can't compare platforms without tracking everything properly.

What to Track

On Google Ads:

• Form submissions (conversion tag on thank you page)
• Phone calls (call tracking with dynamic number insertion)
• Offline conversions (upload appointment and sale data back to Google)

On Facebook:

• Lead form submissions (native tracking)
• Website form submissions (pixel events)
• Offline conversions (upload appointment and sale data back to Meta)

The Attribution Challenge

A homeowner might see your Facebook ad, Google you a week later, and then call after seeing a yard sign. Who gets credit?

Our recommendation: Track first-touch attribution (where they first encountered you) and last-touch attribution (what directly drove the conversion) separately. This gives you the clearest picture of how each platform contributes.

Common Mistakes to Avoid

On Google Ads

Bidding on too-broad keywords: "Roofing" alone will burn budget on DIY searches. Use specific terms like "roofing company near me" or "roof replacement quote."

Ignoring negative keywords: Add "jobs," "salary," "DIY," "how to" to your negative list immediately.

Sending traffic to your homepage: Create dedicated landing pages for each service type.

On Facebook Ads

Boosting posts instead of running ads: The Boost button wastes money. Use Ads Manager with proper objectives and targeting.

Generic creative: "We're the best roofers" doesn't stop the scroll. Show dramatic transformations and specific offers.

No follow-up system: Facebook leads go cold in hours. Immediate text + call within 5 minutes is essential.

Targeting too narrow: Audience sizes under 50,000 don't give Facebook's algorithm enough room to optimize.

The Bottom Line

There's no universal winner in the Google vs. Facebook debate for roofing. The right answer depends on your services, market, budget, and — critically — your ability to follow up with leads.

Start with Google if you're new to paid ads, have limited follow-up capacity, or focus on repairs.

Add Facebook when you want to scale beyond Google's ceiling, promote replacements, leverage storm events, or already have a strong lead nurturing system.

Run both when budget allows and you want maximum lead generation with full-funnel coverage.

The companies winning at roofing PPC aren't loyal to one platform — they use each for its strengths and build systems that convert leads from both.

Ready to build a multi-channel roofing advertising strategy? We manage PPC for roofing companies across Google and Facebook, optimizing for actual signed contracts — not just leads. Schedule your free consultation →