A planned-install ads playbook, built for roofers who sell replacements.
Cadence Leads is a Meta ads agency for planned-install home services: we build the same booked-inspection, install-tracked playbook we run for garage floor coating and other high-ticket trades, applied to roofing companies that sell full replacements through an in-home inspection and want installed revenue reported, not a lead count.
These four numbers are garage-floor-coating franchise results from the same planned-install playbook, reported through June 30, 2026. We have not published roofing-specific results yet. Revenue is closed or installed jobs recorded in the client CRM. ROAS is revenue divided by ad spend only. Results are from specific accounts over the stated window and are not a guarantee of your results.
Why roof replacements fit Meta ads
A full roof replacement is a planned purchase with a high ticket, commonly cited at $10,000 to $30,000 for asphalt shingle and more for metal or tile, and a visible result a homeowner wants to see before they commit. Meta reaches homeowners whose roof is 15 to 25 years old before they ever type "roofer near me", which is where Google Search and lead marketplaces stop.
The decision usually gets triggered by a storm, a leak, an insurance letter, or a neighbor's crew on the street. Meta lets you put a real crew, a drone shot of a finished roof, and a clear next step in front of homeowners in your service area, and lets you turn spend up the week after a hail event and down when the calendar is full.
This is the same shape of buyer we already advertise to for garage floor coatings: someone who wants a specific, visible result, has the budget or the financing, and needs a nudge and a clear next step to book an inspection.
Who this is for, and who it is not
A fit
- Roofing companies that sell full replacements through an in-home inspection, with a local base and a crew that can start within weeks.
- Retail roofers, storm-restoration roofers with a local office, and companies that do both.
- A defined service territory and someone who calls a new inspection request back within the hour.
- Already running ads at a real budget, with a sales rep or owner who closes in the home.
Not a fit
- Repair-only roofers. A $400 repair does not pay for a booked-inspection funnel.
- Out-of-state storm crews with no local base. Homeowners on Meta check who you are.
- Companies that have never run ads and want to test with a small budget. We are not the right first agency for a $500 test.
- Businesses that cannot get an inspector on the roof within a week of the request.
How the playbook works for roofers
- Offer. A free roof inspection with a photo report, or a storm-damage inspection that walks the homeowner through the insurance process. The offer has to give a homeowner a reason to book today, not "call for a quote".
- Creative. Drone footage of finished roofs, the crew on the roof, before-and-after from your own jobs, and the owner on camera explaining what the inspection covers. The same visual-proof approach that works for garage floor coatings.
- Lead handling. An inspection calendar that books the visit directly, with instant text and email follow-up, so a homeowner who filled out a form at 9 pm has a time on the calendar before the next roofer calls.
- Reporting. A weekly report on inspections booked and roofs installed, pulled from your CRM, so you see the pipeline instead of a raw lead count.
How roofers get inspections
| Channel | Who sees it | Lead exclusivity | Best for | Weak spot |
|---|---|---|---|---|
| Meta ads (Cadence) | Homeowners in your territory with an aging or storm-hit roof, searching or not | Exclusive. The lead asked for you. | Planned replacements with a visual result and a high ticket | Needs a fast inspection turnaround and a real offer |
| Google Search and Local Services Ads | People already typing "roof replacement near me" | Exclusive on Search; LSAs are pay per lead | High-intent buyers who already decided to replace | Small pool, expensive clicks in competitive metros |
| Lead marketplaces (Angi, HomeAdvisor, Thumbtack) | Homeowners who filled out a marketplace form | Usually sold to several roofers at once | Filling a slow week | Price competition, no ownership of the lead or the data |
| Door knocking after storms | Homeowners on affected streets | Exclusive | Storm restoration in the days after an event | Labor heavy, reputation risk, and it stops when the canvasser stops |
| Referrals and yard signs | Neighbors of finished jobs | Exclusive | Trust and close rate | Slow, unpredictable, and hard to scale on purpose |
Most roofers running Meta keep a Search budget for people already looking and keep canvassing after storms. Meta is the channel that reaches homeowners before they start typing, and the one you can turn up the week the hail hits.
Results from the same playbook in another planned-install trade
Cadence Leads has not run a roofing account long enough to publish roofing-specific numbers. What we can show is the same planned-install playbook, offer-first creative, booked-appointment calendar, weekly reporting, run for a garage floor coating franchise network over a stated window. The same playbook, a different trade.
We will publish roofing-specific results once a roofing client has a full reporting window. Until then, this is the closest verified proof of the playbook working in a planned-install trade. Results vary by market, offer, and follow-up speed, and past results do not guarantee future performance.
Questions roofers ask before a call
Not yet published. The proof on this page comes from the same planned-install playbook run for a garage floor coating franchise network, which turned $24,705 in ad spend into $307,095 in installed revenue across 72 installs between September 26, 2025 and June 30, 2026. We will publish roofing numbers once a roofing client has a full reporting window.
Both are planned purchases with a high ticket, a visual result, and a homeowner who needs to see proof before they book someone to come to the house. The offer-first creative, the booked-appointment calendar, and the weekly reporting on installed jobs carry over directly. The creative changes, the system does not.
Roofing companies commonly cite $10,000 to $30,000 for an asphalt shingle replacement, with metal and tile higher, depending on size, pitch, tear-off, and market. That ticket is what makes roofing a fit for a planned-install funnel: one installed roof pays for weeks of ad spend.
Both, as long as you have a local base. After a hail or wind event, Meta lets you reach affected zip codes within a day with a storm-damage inspection offer. Retail replacement runs year round on an aging-roof message. Out-of-state storm crews with no local presence are not a fit.
Your average installed price, your inspection-to-close rate, and how many replacements your crews can start in a month. We work backward from that capacity to the inspections it needs to the spend that buys them. That math happens on the call with your numbers, not from a rate card.
It is a 60-minute call about where you are going, what your crews can handle, and whether we are the right fit. If you already run ads, bring the account and we will read the last 90 days together. Budget, fee structure, and timing are covered on the call, not on a web page.
Bring your replacement pricing and territory. Leave with a plan.
60 minutes. We tell you whether the planned-install playbook fits your roofing business, and show you the coating franchise numbers it comes from.