Most roofing business owners are tired of relying on word-of-mouth or chasing leads that go nowhere. Facebook ads can help change that. They’re simple to set up, easy to manage, and when done right, can bring in the type of local jobs you’re actually looking for. You don’t need to be a tech expert or have a huge budget either. The best part? You can control how much you spend and who sees your ad.
If you’re new to online advertising, don’t stress. Starting your first Facebook ad campaign doesn’t need to feel overwhelming. With a clear plan and the right steps, you can launch ads that speak directly to homeowners in your area. Whether you’re filling gaps in your schedule or trying to book ahead, Facebook gives you tools to get your business in front of potential customers. Let’s walk through what you need to do to create that first campaign.
Setting Up Your Facebook Business Page
Before you can start running ads, you need a Facebook Business Page. This is different from your personal profile. It’s more professional and helps you run ads properly. If you already have one, that’s great—just make sure it’s up to date. If not, follow this short list to get going:
1. Go to Facebook and click Create a Page.
2. Choose Business or Brand.
3. Enter your business name and category. (Pick something like Roofing Service.)
4. Add your address and phone number. Include your service area if it’s not obvious from your city.
5. Upload a clean, easy-to-read logo for your profile image.
6. Use a cover photo that shows your crew at work or a recent finished roof.
7. Fill out your business details: what you do, when you’re open, how people can reach you.
This is where people will land if they click your ad, so make it count. A blurry photo or missing info makes you look sloppy, even if your work is top-notch. If you don’t have great photos, use a clear shot of a roof you’ve done recently, taken from the curb on a nice day.
You’ll also want to turn on messaging so folks can ask quick questions. People don’t always want to call right away, so the quicker and easier it is to message you, the better chance they’ll reach out.
Creating Your Ad Campaign
Once your page is in good shape, you’re ready to build your first ad. Don’t overthink it—start simple. Facebook will ask you to pick an objective for your campaign. That just means what result you want. Since most roofers want more leads or phone calls, here are two good starting points:
– Lead generation: Let people fill out a form right on Facebook.
– Messages: Drive people to message you directly.
After choosing your goal, it’s time to write your ad and pick your photo or video. Here are a few tips to make it work:
– Use real photos, not stock ones. A crew on a roof, a happy client, or a sharp-looking finished job all work well.
– Keep your message short and clear. Say who you are, what you offer, and why someone should reach out.
– Use a call-to-action. Use CTAs like Book Your Free Estimate or Send a Message Today.
– Your headline matters too. It shows up right under your photo or video. Something like Need a New Roof in Oakville? works better than something vague like Top Quality Service.
– Keep it local. Mention your city or nearby towns. It builds trust and helps your ad feel more personal. If you only work in a certain area, show that in your wording.
It might take a few tries to write a good ad, but the first one doesn’t have to be perfect. You can always go back and tweak things later. The main thing is to get it up and running. Once your ad is live, you’ll start collecting clicks, messages, or form fills, which helps you learn what people respond to. Keep track of what works so you can do more of it next time.
Targeting The Right Audience
Running a strong Facebook ad isn’t just about how it looks, it’s about who sees it. If you’re showing your roofing ad to people two towns over that you don’t service, you’re throwing money down the drain. That’s why audience targeting is key. One of the biggest wins with Facebook ads is how you can choose exactly who sees your ad.
Start with location. Pick cities, postal codes, or even tight radius areas where you’re actually willing to take jobs. Narrow that down as needed, especially if a town’s too far for your crew or not worth the drive.
Next, think about who your typical customers are. Most roofers work with homeowners, so you’ll probably skip folks under 25. You might aim higher for older homeowners, couples, or retirees. If you do more high-end jobs like metal roofing or full renovations, you could aim for a higher income bracket. Facebook gives you options for that too.
Here’s a quick way to set up your first audience:
– Location: Choose the towns or radius you cover in Canada
– Age: Homeowners (commonly 30+)
– Interests: Home improvement, real estate, roofing, DIY
– Language: English or French, depending on your area
– Connections: Exclude people who already liked your page for now
You can save this audience for future campaigns and even test a few to see which give better results. If your first campaign doesn’t hit, look at the stats and tweak who you’re showing the ad to. The more refined your audience, the more likely real local leads will come through.
Setting Your Budget And Schedule
Don’t worry about breaking the bank. Facebook ads let you set limits that keep your costs in check. You don’t have to drop big bucks to see results, especially during peak roofing months like early fall in Canada.
There are two types of budgets:
1. Daily budget – Set a fixed amount to spend each day. Great if you want steady exposure.
2. Lifetime budget – Pick a total amount for the full ad run. Facebook spreads it out for you.
If you’re just starting out, go with a daily budget. Even ten to twenty bucks can go a long way when your ad is well-targeted. Set the ad to run during working hours or early evenings—times when homeowners scroll their phones and are more likely to see it.
When scheduling, here’s a tip. Run your ad for at least a week to gather enough info. Don’t judge performance after one day. Ads get better over time as Facebook learns who’s actually clicking.
Also, watch your frequency metric. If the same 500 people keep seeing the same ad over and over, they’ll start ignoring it. If this happens, swap out your ad creative or change your phrasing to keep things fresh.
Launching And Monitoring Your Campaign
You’re set up, your ad looks good, and you’ve picked your budget. Now it’s time to hit publish. Once your ad is running, log in once or twice a day to check on performance, especially over the first few days. This isn’t about getting technical, it’s just about keeping track of what’s happening. Facebook provides simple data like:
– Number of clicks
– Messages received
– Cost per result
– Reach (how many people saw your ad)
Watch for red flags like high spend but no clicks or messages. That usually means your targeting or ad copy needs some tweaks. But if you’re getting decent engagement, let your ad ride and take note of what’s working.
Use tools like Facebook Ads Manager to compare different ads. Try running two ad versions at once with small changes like a new photo or different wording. This is called A/B testing, and it helps you see what people respond to more.
This testing doesn’t have to be complicated. Even something as simple as changing your image from a roofing job to happy customers smiling in their front yard after a roof replacement can give you insight into what pulls attention.
Gearing Up For Long-Term Wins
Getting your first Facebook ad campaign live is a big step. And once you’ve rolled through that first run—from planning all the way to checking results—you’ll start to feel more confident. It’s all about momentum. You don’t have to be perfect out of the gate. Each campaign gives you more data, more feedback, and more chances to fine-tune your ads.
Over time, you’ll see what kind of headlines, pictures, and offers make people click and call. That helps you build a better system for getting leads. Plus, it gets easier to set up new ads when you already know the basics that work.
Think of your first ad campaign as a learning tool. You’re not just trying to get jobs today—you’re figuring out what gets local folks to pay attention to your company. Whether it’s roof repairs, re-roofs, or seasonal projects, you can tailor ads for the type of work you want more of. Keep testing. Keep adjusting. Before long, Facebook ads won’t feel like a guessing game—they’ll be part of your regular lead flow.
Ready to boost your roofing business with targeted online ads? Discover how digital marketing for roofers in Canada can transform the way you bring in leads and connect with the right homeowners. Funky Moose Digital offers simple, effective strategies tailored to help roofers grow without wasting time or money. Reach out today and let us help you get seen by the people who matter most.