Instead of learning what their target audience wants to see, contractors blame the platform and ditch social media marketing altogether when they don't get the results they were hoping for... They should've trusted a marketing company that knows the industry, knows roofing marketing - and takes the time to get to know their business!

Introduction:

To differentiate yourself from the competition, you need to take a different approach. Instead of ditching your social media strategy, you’re going to run toward the fire with knockout Facebook Ads. There are thousands of local contractors succeeding with Facebook Ads—even in the roofing industry. In 2021 alone, roofing companies spent $9.59 million on Facebook Ads. And when you consider that 3.39 billion people use Facebook each day, there’s no denying that the platform has incredible potential for roofers.

Still not sold on Facebook Ads? Think about it this way: Facebook offers the perfect opportunity to create a value-oriented marketing campaign. And with so many homeowners prioritizing value over price, Facebook Ads can help you get your foot in the door. They’re the tool you need to build relationships with leads, showcase your credibility, and guide prospects down the marketing funnel.

So, what are you waiting for?

Here’s how to create strategic Facebook Ads to drive roofing leads.

1. Appeal to Your Customers’ Pain Points

Most of your prospects don’t care about your process or the materials you use. They care about the benefits of your roofing services—and they want to know how your business is going to add value to their lives.

You might think that customers can deduce the benefits of choosing your company just by hearing about your products and services, but most of your prospects aren’t roofing experts or contractors. As a business owner, it’s your job to help homeowners realize the benefits of your services.

So, how do you showcase the benefits of your roofing services? Start by helping homeowners realize the “pain” of ignoring their current situation. You want to tap into the emotional side of their pain points. This way, you’re creating a need that your roofing services will solve—all while motivating leads to invest in their home.

To effectively target your customers’ pain points, research your audience. Remember that pain points will vary depending on your target audience—and not all roofing companies will be able to target the same pain points. To narrow down your options, try sending an email survey or posting an Instagram Story asking a simple question, like “What makes you think that it’s time to get a new roof?”

Once you’ve identified some common pain points, create ad copy around them. Use your Facebook Ads to address your customers’ pain points and position your services as a solution. You want to highlight your selling points to show how your roofing business is uniquely qualified to solve the problem.

Addressing customer pain points with Facebook Ads is a great way to showcase the value of your roofing services and set yourself apart from the competition. Plus, when you highlight the value of your services, the actual monetary cost becomes much less of a concern for homeowners when closing the sale. Ultimately, you’re showing homeowners that an investment is necessary to resolve their pain points.

2. Target Different Stages of the Sales Funnel

What’s the best way to cut through the noise? Relevant ads. Your target audience needs to see Facebook Ads that are relevant to their stage in the sales funnel. Think about it: If someone just discovered your brand, you don’t want to serve them an ad encouraging them to hire your company again.

The sales funnel generally includes three stages:

• Awareness. At the top of the funnel, focus on introducing your brand. Instead of advertising seasonal discounts or selling specific services, show potential leads what your business is all about. Top-of-the-funnel content might include employee stories, blog posts, and short videos packed with DIY roofing tips. Some prospects just need to be made aware you are in business & will book their roof inspection or request a quote from you at this stage - but many won't.

• Consideration. At the middle of the funnel, you want to establish trust with your target audience. Educate them on the benefits of your products and services by addressing their pain points, highlighting your experience, and showing homeowners exactly how you’ll solve their problems. Other prospects will book their roof inspection or request a quote from you at this stage...

• Decision. In the final stage, it’s time to motivate customers to hire your company. Offering seasonal discounts, promos for first-time customers, or package deals to sweeten the deal can give interested leads the final push they need to close the sale. Here, you should also serve retargeting ads to keep your business top of mind.

3. Cut Through the Noise With Videos at the Right Time

Experimenting with different ad formats might feel intimidating, but that doesn’t mean you should just stick to classic image or carousel ads (although - for some contractors - sticking with these is just fine!) With the right strategy and quality AV Production, Facebook video can be an amazing tool to capture new roofing leads and position your business as a leader in the local industry.

Why? Because consumers love video content. It’s engaging and educational—and it drives more traffic to your website. According to Sprout Social, half of social media users prefer video over other types of content, and 85 percent of users want to see more video content from brands. And when you mix the power of video with the unrivaled reach of Facebook Ads, that’s when the magic happens.

So, how can you hit the ground running with video content? Here are some effective ideas for video ads:

• Tell your brand story. When you put a face to your business, you help leads resonate with your brand. Here, you can introduce yourself, share your brand values, and talk about your background in roofing. This is also a great time to show off your contractors. “About Us” videos can work wonders for building brand awareness. Plus, they can be a great recruitment tool.

• Talk about your value proposition. What sets your roofing business apart from the competition? Highlight what differentiates you from the local competitors—whether it’s your financing options, certifications, guarantees, or commitment to the community.

• Answer the age-old question. Video is your secret weapon for answering FAQs, including the oldest question in the book: Should I repair my roof or replace it? Here, you can touch on some pain points as signs that people need roof repair, such as leaking and clogged gutters. As you educate homeowners, you not only position yourself as a local authority—you’re offering them useful information without a “hard sell” so they can decide who, what, and when. And when they’re ready to make the call, you’ll be the first one they contact.

Rethink Your Social Media Strategy

When done right, Facebook Ads can be a powerful tool to grow your roofing business. They can help you differentiate your company from the competition, giving you the opportunity to form genuine connections with your target audience of homeowners.

Ready to generate more roofing leads with a knockout Facebook strategy? Whether you’re trying Facebook Ads for the first time or rethinking your current strategy, we’re here to help. Reach out to our team to dominate the competition with powerful Facebook Ads.