Roofer Lead Generation

Title: Google Ads vs. Facebook Ads for Roofer Lead Generation: Striking a Balance to Maximize ROI


In the competitive world of roofing business, lead generation is crucial for sustained growth and success when it comes to your PPC Advertising strategy. Two of the most popular platforms for generating leads for roofing, construction and home services businesses are Google Ads and Facebook (Meta) Ads. Each has it’s strengths and weaknesses, making the decision between the two a challenging one. In this article, we’ll delve into the comparison of Google Ads and Facebook Ads for roofer lead generation, with an emphasis on cost-efficiency and lead conversion rates.

Understanding the Importance of Cost per Lead and Acquisition

Before we explore the benefits of each platform, let’s first understand the significance of cost per lead and cost per acquisition. Cost per lead (CPL) refers to the amount of money spent to generate a single lead, while cost per acquisition (CPA) represents the expense to acquire a new customer. To ensure profitability, roofers must strive to maintain the lead cost under $120 and acquisition costs under $350 (average)

However, it often depends on the market, and the season. If you are in a heavy storm market we often see CPL go up significantly during storm season, or in a retail market during the summer months due to a surplus of competitors running ads. Likewise, during the holidays and very early new year you would likely see much lower rates.

Other Cost Factors to Consider for Lead Generation

Additionally, its important to note that Cost Per a Lead and Cost Per Acquisition can differ depending on where you are located. For example CPL and CPA would align with cost of living increases or decreases in various cities. In New York City or Los Angeles for example, often Cost Per a Lead and CPA can average 30% higher than it would say in somewhere like Texas.

You would also want to consider how saturated a market is. In areas like Dallas, Seattle, or states like Florida where the markets are heavily saturated not only in population but also roofing and construction companies, lead costs can be much higher.

The good news is that for each market, there is a way to calculate what you should be paying per a click, and per a lead using a tool like Google Keyword Planner, or SEMRush.

Google Ads: Tapping into High Lead Conversion Rates

Google Ads, the renowned pay-per-click (PPC) advertising platform, has been a go-to choice for many businesses due to its vast reach and precise targeting options. For roofers, Google Ads can be incredibly effective in generating leads that have a high potential to convert into appointments and eventually closed contracts.

The secret to Google Ads’ success lies in its ability to display ads to users who are actively searching for roofing services. When potential customers are actively looking for solutions, they are more likely to convert into leads and appointments.

In our experience, Google Ads boasts an impressive lead to conversion rate, with no less than 60% of leads turning into appointments. However, it’s essential to note that this rate is contingent on factors like prompt answering of inquiries and the efficiency of the call center staff. With a perfect 100% answer rate, you can expect to achieve a minimum conversion rate of 60% for Google Ads leads.

Facebook: Leveraging a Wider Audience with Caveats

Facebook, the social media giant, offers a vast user base and powerful targeting options, making it an attractive platform for lead generation. Roofers can reach a broader audience on Facebook, exposing their services to potential customers who might not be actively searching for roofing solutions.

However, when it comes to lead to appointment conversion ratios on Facebook, there’s often a notable difference compared to Google Ads. The leads to appointment ratio can hover around the 30% range, meaning a lower percentage of Facebook leads turn into appointments. This is again with a 100% customer service answer rate.

This discrepancy is due to the nature of Facebook as a social platform where users are primarily engaged in social interactions rather than seeking services actively. While Facebook leads can be valuable, it’s essential to manage expectations and be prepared to invest more in converting those leads into appointments and closed contracts.

Striking the Right Balance: Utilizing Both Platforms

The answer to the question of which platform is better for roofer lead generation is not a straightforward one. Google Ads and Facebook offer distinct advantages that can be leveraged to achieve an optimal outcome.

As roofers, the key is to strike a balance between the two platforms. Allocate a significant portion of your budget to Google Ads to target users who are actively searching for roofing services. This will help maintain a high lead to conversion rate and ensure a steady stream of quality leads.

Simultaneously, invest a portion of your budget in Facebook advertising to tap into the broader audience. While the lead to appointment conversion ratio might be lower, it can still yield valuable leads that can be nurtured through engaging content, personalized communication, and retargeting strategies.


In conclusion, the debate between Google Ads and Facebook for roofer lead generation boils down to a harmonious integration of both platforms. Google Ads offers the advantage of high lead to conversion rates, while Facebook provides access to a wider audience.

To maintain a cost-effective lead generation strategy, aim to keep the lead cost under $120 and the acquisition cost under $350. Emphasize prompt response times and efficient call center staff to optimize lead conversion rates.

By combining the strengths of Google Ads and Facebook, roofing businesses can create a comprehensive lead generation strategy that maximizes ROI and sustains long-term growth. Remember that every business is unique, so continuous monitoring and fine-tuning of your marketing efforts are essential to achieve the best results.

GC Rocket is a roofer, home services, and construction based advertising and marketing agency that specialized in Google Ads. Many of these facts are related to our 15 years of marketing and advertising experience.

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