Roofing Marketing Economics
Google Ads vs Facebook Ads for roofers
Direct Answer
Should roofers use Google Ads or Facebook Ads?
Google Ads and Facebook Ads do different jobs for roofers. Google Ads captures homeowners who are already searching for a roofer, so it delivers high-intent demand at a higher cost per click. Facebook Ads creates demand and builds awareness with strong targeting and lower upfront costs, but intent is usually lower. Many roofers run both — Google for ready buyers, Facebook for storm and awareness campaigns — and win or lose either way based on follow-up speed.
Follow-up decides both
Whichever channel you run, leads still need instant response and persistent follow-up to become booked jobs. Slow follow-up wastes spend on either platform.
| Factor | Google Ads | Facebook Ads |
|---|---|---|
| Intent | High (active search) | Lower (interrupt) |
| Best for | Ready-to-buy homeowners | Awareness & storm demand |
| Cost per click | Higher | Lower |
| Targeting | Keyword/intent | Audience/demographic |
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