Facebook ads vs Google Ads for roofers
Google catches homeowners who are searching for a roofer right now. Facebook and Instagram reach homeowners before they start searching. Google leads usually cost more and are further along; Facebook leads cost less and need a faster call back. Most growing roofing companies end up running both.
How each one works
Google Search and Local Services Ads
Your ad shows when someone types "roof repair near me". You're catching demand that already exists, so intent is high, but so is competition: every roofer in town bids on the same searches. Local Services Ads (the "Google Guaranteed" listings) charge per lead instead of per click.
Facebook and Instagram
Your ad shows to homeowners in your area while they scroll, before they've searched. You're creating demand: the homeowner with an aging roof, a stain on the ceiling or storm damage they haven't checked. Leads usually come through a short form inside the app.
What leads cost in 2026
| Channel | Typical roofing cost per lead | Source |
|---|---|---|
| Facebook and Instagram | about $40 to $80 (wider $40 to $120) | Web Tonic, M.Wolf Media |
| Google Local Services Ads | about $75 to $155 | Web Tonic, Elevarus |
| Google Search (non-branded) | about $120 to $230, higher in big metros | Web Tonic, Clicks Geek |
Published 2026 benchmarks, mostly from agencies and software vendors, with small samples and different definitions of a "lead". Use them as a rough guide; your own numbers will differ by market and season.
Lead quality: the honest trade-off
A Google lead searched for you. A Facebook lead raised their hand after seeing an ad. That makes Facebook leads cheaper but earlier in the buying process: some are ready now, some are planning for next season, and more of them stop answering if you wait.
The fix isn't to avoid Facebook; it's to qualify and follow up well. A couple of questions on the form (what's the job, how soon) and a call within minutes close most of the gap. Also judge each channel on cost per booked inspection or job, not just cost per lead. Google's flat per-lead pricing on Local Services Ads charges the same for a small repair as for a full reroof (Elevarus).
Which one should you start with?
- Start with Google if you need jobs this month, have budget for higher cost per lead, and your area has steady search volume.
- Start with Facebook if you want more volume at a lower cost per lead, can call leads back fast, and want to reach homeowners before your competitors do.
- Run both once one is working. Google catches today's demand; Facebook fills next month's pipeline, and a homeowner who has seen your Facebook ad may recognize your name when they search.
A simple way to split a budget
If you can spend $5,000 a month, a common starting split is roughly half on Google (Search or Local Services) and half on Facebook, then shift toward whichever brings in booked jobs at the lowest cost after 60 to 90 days. The split matters less than measuring each channel by jobs, not clicks.
We only run Facebook and Instagram, so we're not neutral on channel. That's exactly why we tell you to measure both by booked jobs and keep whichever wins.
FAQ
Are Facebook ads or Google Ads better for roofers?
Neither is better in every case. Google captures people searching now and costs more per lead; Facebook reaches people earlier and costs less per lead but needs fast follow-up. Many roofers run both.
Why are Facebook leads cheaper than Google leads?
Facebook reaches homeowners before they search, so there's less bidding competition for each person. Those leads are earlier in the buying process, which is why speed to call back matters so much.
Do Google Local Services Ads work for roofers?
They can. You pay per lead rather than per click, and the Google Guaranteed badge builds trust. The catch is a flat price per lead, whether it's a small repair or a full replacement.
Can I run Facebook ads without a website?
Yes. Facebook lead forms collect the homeowner's details inside the app, so you don't need a landing page.