If you’re spending money on ads but not seeing the return you hoped for, you’re not alone. Roofers everywhere are asking: Google Ads or Facebook Ads—what actually works? In this roofing ads comparison, we’ll break down the pros and cons of each platform, plus give you real-world examples of when to use one (or both) to get the best results.
Google Ads: High-Intent Traffic at a Cost
How it works:
Your ad shows up when someone searches for a roofing-related term like “emergency roof repair” or “roof replacement near me.”
✅ Pros:
- Buyer intent is high. People are actively looking for roofing help.
- Quick wins. If your campaign is optimized, you can get leads fast.
- Location targeting is precise.
❌ Cons:
- Highly competitive. Bids for roofing keywords can be expensive.
- Limited ad space. Only a few businesses show at the top.
- Requires ongoing optimization. Poor setup = wasted budget.
Example:
A Calgary-based roofer runs Google Ads targeting “flat roof repair Calgary” and gets 3–5 leads per day during peak season. However, they’re paying $35–$60 per lead.
Facebook Ads: Scalable Attention at a Lower Cost
How it works:
You create visual ads targeting people based on location, homeownership, interests, and behavior—even if they’re not actively searching.
✅ Pros:
- Great for brand awareness. Reach homeowners before they need a roofer.
- Lower cost per click (CPC). Often $1–$3 per click vs. $10–$25 on Google.
- Creative flexibility. Use videos, testimonials, drone shots, etc.
❌ Cons:
- Lower intent. People aren’t necessarily looking for roofing help.
- Ad fatigue. You need to refresh creatives often.
- More nurturing required. Leads may need follow-up before converting.
Example:
A roofer in Texas targets storm-affected zip codes on Facebook with before-and-after project images and a “Free Roof Inspection” offer. Leads come in at $10–$15 each, but require fast follow-up to close.
Which One Should You Use?
- For immediate jobs and high-intent traffic: Use Google Ads.
- For brand awareness, storm outreach, or growing your pipeline: Use Facebook Ads.
- For best results: Use both, with proper follow-up systems in place.
Final Thoughts
There’s no one-size-fits-all answer in the roofing ads comparison. Each platform has strengths—and the best strategy often blends both. The key is tracking results, adjusting your message, and following up fast.
At B2B Roofing Sales, we manage lead generation for roofing contractors, tailored to your market, season, and goal so you get results without burning budget.