Retargeting: The Roofing Ad Strategy That Captures Jobs You're Already Paying For

Ever wonder what happens to all those visitors who check out your roofing website but don't call? The ones who open your emails but don't respond? The homeowners who searched for "roof repair" in your area but chose to keep scrolling?

They aren't gone forever. In fact, they're some of your most valuable potential customers—they just need a gentle reminder. That's where retargeting comes in: the advertising strategy that follows up with people who've already shown interest in your roofing company.

For roofing business owners stretched thin between managing crews, ordering materials, and handling customer calls, retargeting feels like hiring a digital salesperson who works 24/7 to bring back the jobs that almost got away.

Key Takeaways

• The average homeowner needs 6-8 touchpoints before making a roofing decision, but most contractors only create 1-2 touchpoints before giving up on a lead.
• Retargeting ads typically cost 50-75% less per click than standard search ads while targeting people already familiar with your company.
• Website visitors who see retargeting ads are 70% more likely to convert than those who don't, addressing the typical 97% of visitors who leave without taking action.
• Setting up basic Google and Facebook retargeting can be done in under an hour and will automatically start recapturing visitors you're already paying to attract.
• Properly segmented retargeting campaigns (by service interest, geography, or engagement level) can double or triple conversion rates compared to generic retargeting.
• A complete roofing marketing funnel with retargeting typically generates 2-3x more leads from the same ad spend compared to running only search ads.

What is Retargeting for Roofing Companies?

Retargeting is Digital Follow-Up on Autopilot

Retargeting (sometimes called remarketing) is an advertising strategy that displays your roofing ads specifically to people who have already interacted with your business online. Think of it as a digital way to follow up with interested prospects without making a single phone call.

Here's how the process typically works for a roofing business:

1. A homeowner visits your website, perhaps after searching "roof replacement cost" or clicking one of your ads
2. They browse your services page or request a quote, but leave without booking an appointment
3. As they continue browsing other websites, social media, or YouTube over the next few days or weeks, they see your roofing ads
4. These reminder ads eventually lead them back to your website when they're ready to make a decision

The most powerful aspect of retargeting is that you're only advertising to people who have already shown interest. Unlike traditional advertising where you cast a wide net, retargeting allows you to focus your budget on the warmest prospects.

Why most roofing leads don't convert on first contact:

• Homeowners want multiple quotes for major purchases
• They're researching prices and options before deciding
• They got interrupted during their initial search
• They need to discuss the decision with family members
• They're comparing financing options
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A retargeting campaign isn't just smart advertising—it's the digital equivalent of the persistent, professional follow-up that separates successful roofing companies from those that struggle to convert leads into jobs.

Why Are Most Roofers Leaving Money on the Table Without Retargeting?

Your Competitors Are Winning Jobs You Already Paid to Attract

For most roofing companies, the sales process looks something like this: generate a lead, try to schedule an estimate, hope they sign. But what about all the people who visit your website and leave? The uncomfortable truth is that you're probably paying to attract visitors who end up hiring your competitors.

Consider these statistics about the typical roofing customer journey:

• Only 2-3% of first-time website visitors convert immediately
• 70-80% of roofing decisions are made after comparing 3+ companies
• Most homeowners research roofing options for 2-4 weeks before hiring anyone
• Without retargeting, 92% of your website visitors will never return

This means without retargeting, you're essentially paying for traffic that benefits your competitors. You've already spent money getting these visitors to your site through SEO, Google Ads, or social media—but without a system to stay in front of them, they simply forget about you when it's time to make a decision.

The most frustrating part? These were qualified leads who were interested enough to visit your website in the first place.

Common retargeting mistakes roofing companies make:

1. Only running Google search ads without any retargeting component
2. Setting up retargeting but using the same generic ads for all website visitors
3. Running retargeting for too short a duration (most roofing decisions take weeks)
4. Not segmenting audiences based on which services they viewed
5. Failing to create specific landing pages for retargeting traffic

Retargeting isn't just an add-on strategy—it's the critical component that makes all your other marketing more effective. Without it, you're essentially walking away from warm leads you've already paid to generate.

For a deeper understanding of how your Google Ads and SEO efforts work together, check out how SEO and Google Ads work together to drive more roofing leads.

How Do Google and Facebook Retargeting Work for Roofers?

Different Platforms, Same Powerful Strategy

Google and Facebook offer the two most powerful retargeting platforms for roofing companies, but they work slightly differently and capture different potential customers. The best strategy uses both.

Google Retargeting (Google Ads Remarketing)

Google's retargeting system shows your ads to previous website visitors as they browse other websites in Google's display network—which includes over 2 million websites and reaches over 90% of internet users. Here's how it works:

1. You add Google's remarketing tag to your website
2. Google tracks visitors and adds them to your "audience" list
3. You create display ads (image ads) targeting this audience
4. Your ads appear as these visitors browse news sites, blogs, and other websites

Google retargeting is particularly effective because it reaches people across the web, not just on one platform. Your roofing company stays visible as prospects read news, check weather, browse recipes, or do anything else online.

Facebook Retargeting

Facebook's retargeting system shows your ads to previous website visitors while they're scrolling through Facebook and Instagram. The process works like this:

1. You install Facebook's pixel on your website
2. Facebook tracks visitors and creates a "custom audience"
3. You create Facebook/Instagram ads targeting this audience
4. Your ads appear in these users' social media feeds

Facebook retargeting is powerful because it reaches people during their personal browsing time and can leverage more engaging formats like video.

Retargeting Campaign Structure for Roofers

For maximum effectiveness, segment your retargeting audiences based on behavior:
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This segmentation ensures your ads match what the homeowner was actually interested in, dramatically increasing conversion rates. Each segment should have its own landing page that continues the conversation rather than starting over.

To effectively measure which marketing channels are driving results, learn how to track where your leads come from across Google, Facebook, or SEO.

What Makes an Effective Roofing Retargeting Ad?

Messaging That Moves Prospects Forward

The difference between retargeting ads that annoy people and those that convert them into customers comes down to understanding where they are in the decision process. Unlike cold traffic, these people already know who you are—your job is to overcome their specific hesitations.

Essential Elements of High-Converting Roofing Retargeting Ads:

1. Recognition Triggers
   • Use your logo prominently
   • Maintain consistent branding from your website
   • Reference what they viewed ("Still considering a roof replacement?")
2. Value Progression
   • First 1-7 days: Build credibility (reviews, credentials, experience)
   • Days 8-21: Address common concerns (financing, process, warranties)
   • Days 22+: Create urgency (seasonal timing, limited availability)
3. Specific Call-to-Action
   • Offer something more valuable than "Get a Free Estimate"
   • Examples: "See What Your Neighbors Paid," "Check Your Roof's Remaining Life," "View Our Recent Projects in [Neighborhood]"
4. Visual Distinction
   • Before/after imagery works extremely well for roofing retargeting
   • Show real projects, not stock photos
   • Include recognition elements like BBB, manufacturer certifications, or awards

Here's a sample ad sequence for someone who visited your roof replacement page:

First Retargeting Ad (Days 1-7)

"You viewed our roof replacement services. Here's why [City] homeowners trust us with their biggest investment. [Social proof]"

Second Retargeting Ad (Days 8-21)

"Worried about roofing costs? Our flexible financing means no payment for 12 months. See payment examples."

Final Retargeting Ad (Days 22+)

"Our schedule for [Neighborhood] is filling up. Lock in current pricing with a free, no-obligation estimate."

Retargeting Ad Template: Before/After Format

Headline: [Problem solved: "From Leaky to Luxury in 3 Days"]
Image: Clear before/after of a recent project
Body: "You checked out our roof replacement options recently. Here's what we did for the Johnsons in [Neighborhood] last month. Their new [shingle brand] roof came with a 50-year warranty and was completed in just 3 days."
CTA: "See more [Neighborhood] projects"


For the most effective results, create at least 3-5 different ad variations for each audience segment and refresh creative every 2-3 months to prevent ad fatigue.

For more retargeting ad inspiration specifically for roofing companies, see our detailed guide on retargeting roofing ads.

How Do You Build a Complete Roofing Ad Funnel with Retargeting?

Creating a Seamless Customer Journey from Awareness to Action

The most successful roofing companies don't just run isolated ad campaigns—they build complete marketing funnels that guide homeowners from initial awareness all the way to becoming customers and advocates. Retargeting is the critical component that connects these stages.

A complete roofing advertising funnel has four stages, each with different goals:

1. Awareness: Introduce your company to potential customers
2. Consideration: Educate prospects about your services and differentiators
3. Conversion: Turn interested prospects into actual leads
4. Loyalty: Transform customers into advocates who refer others

Here's how to build a roofing ad funnel that incorporates retargeting at each stage:

Stage 1: Awareness

• Primary channels: Google Search Ads, Facebook/Instagram Ads, Local SEO
• Goal: Drive relevant traffic to your website
• Retargeting role: Begins tracking visitors for later stages

Stage 2: Consideration

• Primary channels: Google Display Retargeting, Facebook Retargeting
• Goal: Educate and differentiate your company
• Retargeting content: Educational videos, before/after galleries, testimonials
• Example: Create YouTube videos about "What to expect during roof replacement" and retarget website visitors with these videos

Stage 3: Conversion

• Primary channels: Google Search Remarketing, Facebook Conversion Ads
• Goal: Generate estimate requests and phone calls
• Retargeting content: Limited-time offers, financing options, scheduling incentives
• Example: Show ads with "Book now and get free gutter cleaning" to people who viewed your services page but didn't convert

Stage 4: Loyalty

• Primary channels: Email, SMS, Facebook Custom Audiences
• Goal: Generate reviews and referrals
• Retargeting content: Referral program details, maintenance reminders
• Example: Create a custom audience of past customers and show them ads about your referral program

Roofing Ad Funnel Metrics to Track:

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The magic of a well-built funnel is that each stage reinforces the others. For example, positive reviews generated in Stage 4 make your Stage 1 ads more effective. Meanwhile, retargeting connects everything by ensuring prospects who enter your funnel at any point don't slip away.

Example Roofing Retargeting Funnel Setup:

1. Run Google Search ads targeting "roof replacement [city]"
2. Create retargeting audiences based on which ad/page they visited
3. Show educational content via retargeting for 1-2 weeks
4. Switch to offer-focused retargeting ads for weeks 3-8
5. For those who convert, add to customer audience for referral campaigns

This systematic approach ensures you're not just generating clicks, but actually nurturing prospects through their decision journey at each stage.

Closing the Loop: Measuring Retargeting Success for Your Roofing Business

Beyond Clicks: Tracking Real Business Impact

For roofing company owners who want clear ROI on their marketing investments, retargeting offers something precious: measurable results tied directly to business outcomes. Unlike some marketing tactics that are difficult to track, retargeting provides clear metrics on how many leads and jobs came from people who might otherwise have been lost.

Here's how to measure the true impact of your retargeting campaigns:

Essential Retargeting Metrics for Roofers:

1. View-Through Conversions
   • Tracks people who saw your retargeting ads but converted later without clicking
   • Often accounts for 30-40% of retargeting value that most contractors miss
2. Assisted Conversions
   • Shows how retargeting helped other marketing channels convert
   • Example: Someone finds you via Google Search, leaves, sees retargeting ads, then converts after clicking an email
3. Return on Ad Spend (ROAS)
   • For every $1 spent on retargeting, how much revenue is generated
   • Formula: (Revenue from retargeting) ÷ (Cost of retargeting)
   • Benchmark: 5-12x ROAS is common for well-executed roofing retargeting
4. Incremental Lift
   • The additional conversions gained by using retargeting vs. not using it
   • Measured by temporarily turning off retargeting for some audiences (A/B test)

Retargeting Measurement Framework:

TimeframePrimary MetricsSecondary MetricsWeeklyClick-Through Rate, Cost Per ClickAudience Growth, FrequencyMonthlyConversion Rate, Cost Per LeadView-Through Conversions, EngagementQuarterlyROAS, Customer Acquisition CostIncremental Lift, Attribution Path

The most important metric ultimately depends on your business goals. If you're focused on growth, prioritize ROAS. If you're focused on brand building, track frequency and reach. If you're focused on efficiency, watch your cost per acquisition.

Attribution Model for Roofing Retargeting:

A common mistake is giving all credit to the last ad clicked before conversion. This undervalues retargeting's role in nurturing leads. Instead, use this simplified attribution model:

• First touch (initial visit): 20% credit
• Retargeting influences: 30% credit
• Last touch (final conversion): 50% credit

This balanced approach ensures you don't undervalue the critical role retargeting plays in your overall marketing system.

Remember that retargeting doesn't just generate its own leads—it makes all your other marketing channels more effective by recapturing lost opportunities. A comprehensive approach to measuring success means looking at both direct conversions and the lift retargeting provides to your entire marketing ecosystem.

Ready to implement a retargeting strategy that captures the leads you're already paying for? Schedule a discovery call to build a complete retargeting funnel for your roofing business.

FAQs About Roofing Retargeting Ads

How much should I budget for retargeting as a roofing company?

Start by allocating 20-30% of your existing ad budget to retargeting. For most roofing companies, this means $500-1,500 per month for retargeting while maintaining your current search and social campaigns. The key is consistency—retargeting works best when running continuously rather than sporadically. As you see results, you can gradually increase this allocation based on performance metrics.

How long should I retarget website visitors for my roofing business?

For roof replacement visitors, retarget for 60-90 days. For repair services, 30-45 days is typically sufficient. Emergency services visitors should be retargeted aggressively for 7-14 days. Remember that roofing purchase decisions often take weeks or months, especially for replacement projects, so patience with longer retargeting windows often pays off with higher quality leads.

Can retargeting work for a small local roofing company?

Absolutely. In fact, retargeting often works better for small local companies than for large ones. With a smaller geographic area, your budget stays focused on a specific audience rather than being stretched thin. Even with budgets as low as $300/month, local roofers can effectively retarget their website visitors. The key is ensuring you have enough website traffic (at least 300 visitors monthly) to build an audience worth retargeting.

How do I prevent showing roofing ads to existing customers?

Create an exclusion list by uploading customer email addresses to your advertising platforms. Both Google and Facebook allow you to create these "negative audiences" that won't see your ads. Alternatively, you can place a special "conversion pixel" on your thank-you or confirmation pages that automatically removes converted customers from your retargeting audiences. This prevents ad fatigue and ensures your budget is spent only on new prospects.

What's better for roofing retargeting—Google or Facebook?

Both platforms serve different purposes in your retargeting strategy. Google Ads Remarketing reaches people across the web as they browse other websites, while Facebook Retargeting reaches them during personal browsing time on social media. For most roofing companies, a combination works best: use Google for broader reach and Facebook for more engaging formats like video testimonials. If you must choose just one, Google typically performs better for immediate lead generation while Facebook excels at brand building.

How do I know if my roofing retargeting ads are working?

Beyond basic metrics like clicks and conversions, look at your "view-through conversions" (people who saw ads but converted later without clicking) and your overall cost per lead compared to non-retargeting campaigns. The true test is incremental lift—how many additional jobs you win compared to periods without retargeting. A well-executed retargeting campaign should generate at least a 5x return on ad spend and reduce your overall customer acquisition cost by 20-40% compared to using only search ads.