THE DIGITAL PENGUIN · ROOFING CASE STUDY
62 Roofing Leads at $2.73 on Average
In this roofing lead generation case study, we added AI-assisted ad creative to a Meta campaign. From November 1–8, 2026, three ad sets generated 62 roofing leads at an average of $2.73 per lead. Here’s what changed, what the numbers tell us, and what roofing contractors should track before increasing their ad budget.
Roofing campaign results in Meta Ads Manager
| Ad set | Leads | Cost per lead |
|---|---|---|
| Ad set 1 | 32 | $2.82 |
| Ad set 2 | 13 | $3.03 |
| Ad set 3 | 17 | $2.32 |
| Combined | 62 | $2.73 |
An earlier roofing campaign snapshot averaged $10.25 per lead. The newer snapshot averaged $2.73, about 73% lower. These were separate reporting periods, so the comparison does not isolate the effect of the new creative. The counts are leads reported by Meta. They do not measure inspections booked or jobs won.
What we changed in the roofing ads
We introduced AI-assisted creative variations to give the campaign more ad concepts to work with. Then we compared lead cost and volume across the three ad sets. The lowest-cost set brought in 17 leads at $2.32 each; a different set brought in the most leads, with 32 at $2.82 each.
For your own Facebook and Instagram ads, a useful starting point is to test a clear offer for the work you want more of. A roof replacement estimate and a roof leak inspection speak to different needs. Give each a clear next step, and check which ads produce inquiries from homeowners you can actually serve.
From roofing leads to booked inspections
A low lead cost is a useful signal. To decide whether to spend more, track how many inquiries your team can reach, how many fit your service area and job types, and how many turn into booked inspections and signed jobs. If leads are coming in but inspections aren’t getting booked, look at response time, fit, and follow-up before adding budget.
The Digital Penguin’s roofing lead generation service combines Facebook and Instagram campaign management with a dedicated CRM, lead follow-up, and appointment setting. We help you define your service area and preferred jobs, organize inquiries in one place, and move interested homeowners toward a scheduled inspection or estimate.
Questions roofing contractors ask about Meta ads
What do roofing leads cost on Facebook and Instagram?
The three ad sets shown here ranged from $2.32 to $3.03 per reported lead. Your costs depend on the market, offer, and campaign. Compare cost per booked inspection and cost per job won before deciding whether the ads are paying off.
Can I focus on roof replacements instead of small repairs?
Yes. Start with the areas your crews cover and the jobs you want to book. We can build the offer and ads around replacements, repairs, or inspections, then review which inquiries fit.
Can you help follow up with leads and book estimates?
Yes. We can set up a dedicated CRM to track inquiries, organize follow-up, and help schedule estimates or inspections. That gives your team a clear view of what’s booked and who still needs a reply.
Request a roofing ads review
Tell us your service area, the roofing jobs you want to book, and whether you’re already running ads. We’ll review where you can improve lead generation and follow-up, or recommend a starting point if you’re launching your first Meta campaign.