Key findings
- 73 of the first 100 live US ads for "roof replacement" came from roofing companies. 17 came from lead generation and roof cost sites, and 10 from products, franchises and other businesses.
- Among the 52 roofing companies, 42.3% gave some proof in the main text (reviews, years in business or a count of roofs), 40.4% offered a free inspection, estimate or quote, and 23.1% mentioned insurance or storm damage.
- Only 11.5% of the roofing companies mentioned financing in the main text, against 5 of the 13 lead and cost sites (38.5%). The lead sites also wrote a dollar figure more often (6 of 13, 46.2%, against 26.9%).
- 22 of the 52 roofing companies (42.3%) mentioned none of a free inspection, estimate or quote, financing, a warranty or a discount in the main text of any of their ads; 4 of those 22 did offer an instant online quote.
- One roofing company that quotes from satellite images ran 12 of the 100 ads, more than any other page.
Meta Ad Library · 100 live ads from 74 advertiser pages · 11 November 2026 (US time; 12 November in India, where we read it) · How we did this · Download the data (CSV)
Roof replacement ads on Facebook and Instagram are not all placed by roofers. We searched the Meta Ad Library for the phrase "roof replacement" in the US and read the first 100 live ads listed. 73 came from roofing companies. The other 27 came from lead generation and roof cost sites, and from sellers of roof coatings, RV roofs, franchises and other products.
In these roof replacement ads, the roofers' most common elements were proof (42.3%) and free inspections (40.4%), and many skipped the money questions: only 11.5% of the roofing companies mentioned financing, while the lead sites in the same list did so more than three times as often. The full dataset is free to download at the end.
Who runs roof replacement ads
We expected the list to be almost all roofers. More than a quarter of the ads were not, and that was the biggest surprise in the data.
The 100 ads came from 74 advertiser pages. We sorted each page by hand by what it was selling.
| Type of advertiser | Pages | Ads | Ads with a video player | Median days since the ad started |
|---|---|---|---|---|
| Roofing companies | 52 | 73 | 38.4% | 167 |
| Lead generation and roof cost sites | 13 | 17 | 35.3% | 62 |
| Products, franchises and other | 9 | 10 | 50% | 110 |
| All | 74 | 100 | 39% | 151 |
The lead and cost sites varied: a cost calculator, cost-estimate pages, an estimate app, an advertorial about a warehouse club's roofing service, pages saying homeowners may qualify for a cheaper roof, and four pages under a person's name. Their ads were newer than the roofers', with a median of 62 days since they started against 167 for the roofing companies.
The third group included roof coating kits, RV roof upgrades, a roof treatment brand, a roofing franchise looking for owners, a referral programme for real estate agents, a tree service, a remodeler whose ad was about windows, and a gutter company whose ad ran from a newspaper's page.
What the roofing companies wrote
Proof was the most common element. 42.3% of the 52 roofing companies wrote reviews, years in business, star ratings or a count of roofs in the main text, and 38.5% called themselves local, family owned or serving an area. 40.4% offered a free inspection, estimate or quote. 23.1% mentioned insurance claims or storm and hail damage.
Fewer wrote about the money side. 26.9% included a dollar figure, and 5 roofers opened their ad with a price, such as $4,997 for a roof replacement. 21.2% mentioned a warranty, 11.5% financing and 9.6% a discount. 22 of the 52 roofing companies (42.3%) mentioned none of a free inspection, estimate or quote, financing, a warranty or a discount in any of their ads; 4 of those 22 did offer an instant online quote.
7 of the 52 roofing companies (13.5%) offered an instant or online quote: from satellite images, an online calculator or an estimate in under a minute. One of them, a roofing company that quotes from satellite images, ran 12 of the 100 ads, more than any other page.
Of the 7 roofing companies with two or more ads in the list, one had 12 and one had 6; the other five had two each. The satellite-quote company's 12 ads all had a question in the first 140 characters and all mentioned a warranty or guarantee, and 5 of them showed a video player. The contractor with 6 ads had a question in the first 140 characters of every one, and 5 of them mentioned financing and a dollar figure. Each page repeated the same few elements across its ads. We did not keep the text, so we cannot say whether either was testing.
What the lead sites did differently
8 of the 13 lead and cost sites wrote a dollar figure or financing. 5 of the 13 (38.5%) mentioned financing and 6 (46.2%) included a dollar figure, against 11.5% and 26.9% of the roofing companies. 8 (61.5%) used the word "homeowner". Only one used free inspection, estimate or quote wording. The lead sites also barely touched the roofers' usual pitches: one mentioned insurance or storm damage, one a warranty and one urgency, and none a discount.
Our view: when a homeowner sees both kinds of ad in one feed, the lead site often answers the money question first, with what a roof costs and how to pay for it. A roofer who puts a price range, a monthly payment option or a financing partner in the first lines answers it too, and keeps the lead for itself.
How roofers opened their ads
28.8% of the roofing companies had a question in the first 140 characters of at least one ad, and 34.6% used the word "homeowner". 19.2% used urgency words such as limited time or this month. Only one mentioned a metal roof and none mentioned solar, grants or government programmes.
Among the lead and cost sites, four ran under a person's name. Only 2 of the 13 (15.4%) gave any proof such as reviews or years in business, against 42.3% of the roofers, and 3 (23.1%) used local words.
Where the clicks went
16% of the ads linked to a Facebook address (fb.me or fb.com) instead of a website; none of them came from the lead and cost sites. 8 of the 52 roofing companies (15.4%) used one in at least one ad. Most of the others linked to a website. 80% of the ads had started in 2026, and the earliest start date, from a roofing company, was January 2023.
What we would put in a roofing ad
- Answer the cost question. Lead sites wrote a dollar figure or financing far more often than roofers. In our view, a price range or a monthly figure in the first lines does the same job for a roofer.
- Keep the free inspection. It was the most common offer among roofers, and only one of the 13 lead sites used it.
- Show proof you can stand behind. Reviews, years in business and a count of roofs were the most common elements, and they should be specific.
- Consider an instant quote. 7 of the 52 roofers offered one; the Library cannot show whether it brought leads.
- Speak to the homeowner. 61.5% of the lead sites used the word "homeowner", against 34.6% of the roofing companies.
- Use insurance and storm angles where they are true. 23.1% of the roofers used them, and one of the 13 lead sites did. Our view: where it is true, it sets a roofer apart.
For a general guide to Google and Facebook advertising for roofers, see our roofing ads guide. For how roofers and other trades handle the page after the click, see our landing page study, and for the four basics we check in any local business ad, our Facebook ads for local business scorecard. If you run a roofing company in the US, UK, Canada or Australia, give us read access to your ad account. A senior buyer will write a free audit of where the spend goes, whether your tracking counts real results, how your creative is holding up, and the three things we would fix first. It takes about two working days and the document is yours. More studies are on our research page.
How we did this
- Source
- Meta Ad Library
- Country
- United States
- Collected
- 11 November 2026 (US time; 12 November in India, where we read it)
- Sample
- 100 live ads from 74 advertiser pages
- Search
- "roof replacement" as an exact phrase, active ads, all ad types
- Order
- the Library's default order, which its own address labels as total impressions, highest first
We searched the Meta Ad Library for the exact phrase "roof replacement" in the United States, with active ads and all ad types selected. The Library reported about 14,000 results and lists them in a default order that its own page address labels as total impressions, highest first. We read the first 100 ads. That is the top of the list, not a random sample, and it only covers ads whose text includes the phrase.
We sorted the 74 advertiser pages by hand into three types, using the page name, the link and the opening of each page's first ad: roofing companies (including contractors that also do siding and gutters, and one company that quotes from satellite images); lead generation and roof cost sites (pages that collect homeowners' details or show cost estimates, sometimes under a person's name, and an estimate app); and products, franchises and other businesses (roof coatings, RV roofs, a roof treatment brand, a roofing franchise, a referral programme, a tree service, a remodeler whose ad was about windows, and a gutter company whose ad ran from a newspaper's page). For roofing companies we also marked, by hand, whether the opening or link offered an instant or online quote, and for every page whether the opening led with a price. The labels are judgement calls.
For each ad we recorded the start date, whether a video player appeared, the link domain the Library card showed, and fixed word patterns in the main ad text: "free" before inspection, estimate, quote or similar; financing words (financing, monthly payments, per month, 0% APR, no money down); insurance or storm words (insurance, claim, storm, hail, wind damage, hurricane); a dollar figure; discount words (percent off, save, discount, rebate, special offer, promo, deal); warranty or guarantee; urgency words; proof (a number of roofs, homes, customers, reviews or years, star symbols, five-star, "since" a year); local words (local, family owned, near you, in your area, serving); the word "homeowner"; a question mark in the first 140 characters; grant or government; metal roof; solar. A page counts as using a pattern if any of its ads does. The patterns miss other phrasings, and headlines, images and video are not read. We did not keep the ad text.
Limits. The default order likely favours ads that have collected more impressions, and pages with many ads take up more of the list: one page had 12 ads. The Library shows no spend or results for these ads, so nothing here says which ads worked, and days since an ad started say nothing about performance. The lead site and other groups are small (13 and 9 pages), so one page moves their shares by 7.7 and 11.1 points. The CSV has one row per ad with our labels and no page names.
Download the data (CSV). Free to reuse with a link to this page.
Questions about roof replacement ads
Who runs roof replacement ads on Facebook?
In the first 100 live US ads for "roof replacement" we read in November 2026, 73 came from roofing companies, 17 from lead generation and roof cost sites, and 10 from products, franchises and other businesses.
What do roofing companies offer in their Facebook ads?
Of 52 roofing companies, 42.3% gave proof such as reviews or years in business, 40.4% offered a free inspection, estimate or quote, 23.1% mentioned insurance or storm damage, 21.2% a warranty, 11.5% financing and 9.6% a discount.
Should roof replacement ads mention financing?
Only 11.5% of the roofing companies mentioned financing in the main text, against 38.5% of the lead and cost sites competing in the same list. Our view is that a monthly figure or financing partner answers the cost question that lead sites lead with.
How do I see other roofers' Facebook ads?
Open the Meta Ad Library, choose your country, select active ads and search a phrase such as "roof replacement" in quotes, or search a competitor's page name.
Can I use this data?
Yes. Download the CSV from this page and reuse it with a link back to the study. It has one row per ad with our labels and no page names.