Instagram isn’t just for influencers and lifestyle brands—it’s a goldmine for local service businesses, including roofing companies. With over 1.4 billion users and a strong focus on visual content, Instagram allows roofing businesses to showcase their work, build trust, and run highly targeted ad campaigns. If you're not leveraging Instagram Ads, you're missing a huge opportunity to connect with local homeowners and property managers.

The Visual Advantage: Show, Don’t Just Tell

Roofing is a highly visual industry, and Instagram is the perfect place to show your craftsmanship. Whether it’s before-and-after photos, drone shots of finished roofs, or time-lapse videos of your crew in action, Instagram allows you to highlight your work in a compelling way. Ads that feature strong visuals tend to perform better, capturing attention as users scroll through their feeds or Stories. By showcasing real projects and results, you make your brand more relatable and trustworthy.

Setting Up Instagram Ads: The Basics

To run Instagram ads, you’ll need a Facebook Business Manager account since Instagram advertising is managed through Meta. From there, you can create ads that appear in Instagram Feeds, Stories, Reels, and Explore tabs. You can choose campaign objectives like traffic, lead generation, or brand awareness based on your business goals.

Instagram allows detailed targeting, so you can reach users in your local area, segment by interests, behaviors, and even homeownership status. For roofers, geo-targeting is especially important—there’s no point in advertising to people outside your service area.

Types of Instagram Ads That Work for Roofers

Here are a few types of Instagram ads that work particularly well for roofing businesses:

• Before-and-After Ads: These show transformations and build trust quickly.

• Video Ads: Short clips of roof installations, repairs, or customer testimonials can grab attention fast.

• Story Ads: These full-screen vertical ads are great for limited-time offers like seasonal roof inspections or discounts.

• Carousel Ads: Use multiple images to tell a story, like the stages of a roof replacement.

• Lead Ads: Collect user information directly on Instagram with pre-filled forms for quotes or consultations.

Each format allows you to present your services in a different way, giving you the flexibility to experiment and see what resonates most with your audience.

Crafting a Compelling Ad Message

Your visuals will grab attention, but your message will drive results. Make sure your ad copy is clear, concise, and action-driven. Highlight key benefits—such as “Free Estimates,” “Licensed & Insured,” or “Storm Damage Experts.” Pair that with a strong call to action like “Get a Free Roof Inspection Today” or “Schedule Your Estimate Now.” Focus on the value you offer and why your company stands out.

Measure, Test, and Improve

One of the best parts about Instagram advertising is the ability to track performance. Use Meta Ads Manager to monitor metrics like impressions, click-through rates, leads, and conversions. Run A/B tests with different images, headlines, and audiences to optimize your ads over time. This data-driven approach ensures you get the most out of your ad spend.

Final Thoughts

Instagram Ads offer roofing companies an incredible opportunity to grow their local presence and attract high-quality leads. With the right visuals, messaging, and targeting, you can turn curious homeowners into paying customers. Don’t just rely on word-of-mouth—use Instagram to put your roofing work in front of the people who need it most.