365 Growth's Ultimate Meta Ads Strategy for Residential Roofers
The Facebook advertising landscape presents a unique opportunity for residential roofing companies to connect with homeowners at precisely the right moment. This comprehensive strategy is a proven framework for generating consistent, qualified leads and appointments while building brand authority in your service area.
Strategy Overview
This plan combines immediate results through bottom-of-funnel campaigns with sustainable growth via a full-funnel approach. By implementing our three-tiered campaign structure, systematic testing protocol, and data-driven optimization process, we establish a predictable lead and appointment generation system that outperforms traditional marketing methods.
Addressing Challenges
Whether you're facing seasonal challenges, aggressive competition, or simply looking to scale your roofing business, this Facebook ads blueprint delivers the structure, metrics, and troubleshooting frameworks needed to succeed. From initial campaign setup to advanced scaling tactics, you'll discover how to maximize your advertising budget while building a digital presence that positions your company as the premier roofing solution in your market.
Expected Results
Month #1: 3-5 Roofing Jobs
Month #2: 4-7 Roofing Jobs
Month #3: Scale up with additional budget
Campaign Structure
We build out a full-funnel approach with three distinct levels:
Bottom of Funnel (BOFU)
1
Objective
Direct conversion (roof inspection requests)
2
Content
Clear offer with strong CTA for free inspections
3
Format
Multiple playbooks (e.g., Moneymaker method, Ugly Ads, 100X Video)
4
Budget
50% of total ad spend
Middle of Funnel (MOFU)
1
Objective
Consideration and trust-building
2
Content
Case studies, before/after transformations, process videos
3
Format
5-part content series (problem/solution, results, expertise, social proof, education)
4
Budget
30% of total ad spend
Top of Funnel (TOFU)
1
Objective
Brand awareness and engagement
2
Content
Educational videos about roof maintenance, storm damage signs, etc.
3
Format
Short-form (30-second) videos showing roofing expertise
4
Budget
20% of total ad spend
Audience Setup
TOFU Audiences
  • Broad targeting: Homeowners in service area
  • Age: 35-65
  • Interest-based: Home improvement, home ownership
  • Geographic: Your entire service area
MOFU Audiences
  • Video viewers (15+ seconds) from TOFU
  • Website visitors (last 180 days)
  • Engagement with Page/Posts (last 90 days)
BOFU Audiences
  • Warm audiences from MOFU engagement
  • Previous customers for referrals/repeat business
  • High-intent website visitors (inspection page viewers)
  • Custom list uploads (expired warranty homeowners)
  • Broad audiences
Data Collection Framework
Phase 1: Bottom of Funnel Testing
We start with BOFU campaign to deliver immediate results:
  1. Creative Testing
  1. Headline Testing -> Use winning creative from Phase 1
  1. Primary Text Testing -> Use winning creative and headline
  1. Create Super Ad
Creative Testing Details
  • 20+ different visuals (personal images of family, personal images of roofing crew roof damage photos, before/after images, team photos)
  • Set up as traffic campaign for click testing
  • Budget: $35-100/day (depends on market size)
  • Run for 500 impressions per creative
  • Success metrics: $0.50 CPC, 1% CTR
Headline Testing
Test 5-10 different headlines
Examples:
  • "They Saved $3,000 on Their Roof"
  • "Full Roof Replacement for $3,000 Less"
  • "[City] Homeowners: Get Your Roof Inspected Before [Season]"
Primary Text Testing
Test 5-10 different primary texts
Focus on different angles:
  • Urgency
  • Social proof
  • Guarantees
Create Super Ad
  • Combine winning elements into one high-performing ad
  • 250 ad combinations
  • Switch to conversion campaign for lead generation
Phase 2: TOFU Machine Setup
Video Content Creation
Create 30 educational short-form videos (30 seconds each)
Topics:
  • Signs your roof needs replacement
  • How to spot storm damage
  • Different roofing materials compared
  • Proper ventilation importance
  • Common roofing scams to avoid
  • Warranty explanations
  • Insurance claim tips
Video Campaign Setup
  • Run at $1/day per video ($30/day total)
  • Objective: Video views
  • Target: Broad audience in service area
  • Success metric: Cost per through-play under $0.01 - $0.02
Phase 3: MOFU Content Funnel
Create a 5-part video sequence for retargeting TOFU viewers:
  1. Problem-Solution Spotlight
  1. Results Showcase
  1. Expert Framework
  1. Social Proof Stack
  1. Educational Content
Optimization Framework
Key Metrics to Monitor
TOFU Metrics:
  • Cost per through-play (target: <$0.01)
  • CPM (target varies by location)
  • Frequency (target: 1-2 times per week)
MOFU Metrics:
  • Engagement rate (target: >3%)
  • Video completion rate
  • CTR all (target: 2-4%)
BOFU Metrics:
  • Cost per lead (target: $20-50)
  • Link CTR (target: >1%)
  • Form Conversion rate (target: 10-20%)
Optimization Process
  1. Elements Optimization
  1. Placement Optimization
  1. Demographic Optimization
  1. Implementation Method
Scaling Process
When to Scale
Ready for scaling when:
  • BOFU campaign consistently generating leads at target CPA
  • At least 50 conversions recorded
  • Stable performance for 5-7 days
  • Frequency under 2.0
  • No significant performance fluctuations
Scaling Methods
Method 1: Rule of 20
  1. Increase budget by 20% every 48-72 hours
  1. Monitor performance metrics closely
  1. If metrics deteriorate: Don't kill the campaign, Revert to previous budget, Let performance stabilize
Example:
  • Day 1: $50/day
  • Day 3: $60/day
  • Day 6: $72/day
  • Day 9: $84/day
Method 2: Horizontal Expansion
When budget increases reach their limit:
  1. Lookalike Expansion
  1. Geographic Expansion
  1. Creative Angle Expansion
  1. Offer Variation
Method 3: Two-by-Two Method (For Larger Markets)
For high-population areas or aggressive growth:
  1. Identify winning ad set
  1. Create three duplicates:
  • One with identical budget
  • Two with doubled budget
  1. Monitor all duplicates for 3-5 days
  1. Replace underperformers
  1. Calculate aggregate performance
Campaign Calendar & Execution
Seasonal Strategy
Spring (March-May)
  • Focus: Winter damage, spring maintenance
  • Angles: Safety, leak prevention, curb appeal
Summer (June-August)
  • Focus: Heat efficiency, storm preparation
  • Angles: Energy savings, hurricane/severe weather protection
Fall (September-November)
  • Focus: Winter preparation, seasonal checks
  • Angles: Preventing ice dams, insulation, gutter maintenance
Winter (December-February)
  • Focus: Emergency repairs, planning for spring
  • Angles: Leak detection, ice damage prevention
First 90 Days Implementation
1
Days 1-30: Foundation Set up
  • BOFU campaign
  • Complete creative testing
  • Create initial Super Ad
  • Begin generating leads
2
Days 31-60: Expansion Launch
  • TOFU machine
  • Begin building video content library
  • Continue optimizing BOFU campaign
  • Build retargeting audiences
3
Days 61-90: Full Funnel Deploy
  • MOFU content funnel
  • Begin scaling successful campaigns
  • Implement 5-part content sequence
  • Analyze and optimize full funnel
Measurement & Reporting
Weekly Metrics to Track
  1. Cost per inspection request
  1. Number of qualified leads
  1. Link CTR
  1. CTR All
  1. Frequency
  1. CPM
  1. Conversion rate by placement
The Money Hour: 60-Minute Nurture Flow
In the first 60 minutes after a leads submit their contact information, we launch multiple immediate touch points. You will never have their attention like this again as you will in the first 20-60 minutes after they sign up.
1
Immediate
SMS confirmation + Email #1 (Thank you/confirmation)
2
Minute 5
Voicemail drop introducing your company
3
Minute 10
SMS #2 with video introduction link
4
Minute 15
Email #2 with value-add content (roof maintenance tips)
5
Minute 30
SMS #3 with testimonial or before/after results
6
Minute 45
Email #3 with booking calendar link
7
Minute 50
SMS #4 with special limited-time offer
8
Minute 55-60
Warm phone call to schedule inspection
Money Hour Enhanced Results
  • 60-80% increase in lead-to-appointment conversion rate
  • Dramatic reduction in lead decay
  • Establishes immediate brand presence
  • Creates urgency and momentum in sales process
Investment & Next Steps
Ready to implement this proven Facebook Ads strategy for your roofing business?
Our comprehensive Meta Ads Management service includes:
  • Full implementation of this complete funnel strategy
  • Daily campaign monitoring and optimization
  • Weekly performance reports and strategy calls
  • All creative development and ad copywriting
  • Audience research and targeting refinement
  • The Money Hour nurture flow setup and automation
Investment: $1,500 per month
Start with confidence with our FREE 30-day trial. Experience the results firsthand before making any financial commitment.
Let's get started
REQUIRED ASSETS FROM ROOFING COMPANY
Month #1:
Image Collection
  • 20-30 scroll stopping images including:
  • Personal images of owner and family
  • Personal images of sales team and their families
  • Images of owner working with roofing crew
  • Images of sales team working with roofing crew
  • Images of owner and roofing crew on top of roof
  • Images of sales team and roofing crew on top of roof
Month #2:
  • Additional scroll stopping images
  • 15-30 second educational videos (scripts will be provided)
Month #3:
  • More scroll stopping images
  • 30-second videos focusing on: 5-part content series (problem/solution, results, expertise, social proof, education)