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Advanced Keyword Strategies for Facebook Ads in the Roofing Industry

When you want to use Facebook Ads for your roofing business, it’s important to think about who your audience is and what you want to communicate. To make your ads effective, you need to target the right people with the right content.

Applying advanced keyword strategies can help you target the specific needs and interests of your potential customers.

Read on to find out several tactics to enhance your Facebook Ads for roofing companies.

Keyword Research

First thing first, use keyword research tools to identify interests and topics relevant to your target audience. Identify your potential customer pain points. Focus on keywords related to common roofing issues, such as “leak repair,” “storm damage,” or “roof replacement.” Don’t forget to incorporate local SEO strategies too. Include geographical keywords relevant to your service areas to make you more visible.

Use tools like Google Keyword Planner or SEMrush to find relevant keywords, to see what people are searching for, what FAQs are bothering them, etc.

Since roofing business changes through the year, adapt your campaigns seasonally. Depending on your location, keyword phrases like “winter roof maintenance” or “storm damage” can be highly relevant.

In the end, there’s no harm in looking up your competitors to see the keywords and phrases they target in their content and ads.


Now that you have your keywords it’s time to target your audience. Beyond basic demographics, try to understand the intent behind their actions. Use keywords that align with their interests, problems they want to solve, and their stage in the buyer’s journey. Look for jargon and terms commonly used and communicate them in your ads.

Ask yourself, are they residential homeowners, commercial property owners, or both? Understanding your audience will help your advertising strategy to address their specific roofing needs. Here is an example of how you can segment your targeting:

Target Based on Behavior

Use Facebook’s targeting to reach those who are newly wed, who recently moved, or those who just bought the house.

Target Based on Geography

Apply local keywords to target those customers that are in your service area.

Target Based on Interest

Beyond direct roofing-related interests, target those users interested in home improvement, DIY projects, or real estate to capture a broader audience that might require roofing services.

Retarget Those Who Already Interacted With Your Business

Create custom audiences based on specific actions, such as visiting your webpage, engaging with one of the previous ads, or any other content. Use lookalike audiences to reach new users similar to your best existing customers, incorporating keyword strategies to refine these audience profiles further.

Write Every Piece of Content With Keywords in Mind

Integrate your selected keywords naturally into your ad copies, visuals, headlines, and call-to-action (CTA).

In your ad copy and headlines, use the keywords identified in your research to communicate your expertise and services. Create and share content that incorporates those keywords, and put them in hashtags too. Use keyword-driven hashtags to increase the discoverability of your ads and posts.

Include keyword-rich URLs in your ads to increase relevance and signal to users exactly what to expect when they click through. Be consistent with your messaging. Your landing page should use similar keywords and language. This consistency improves user experience and conversion rates. For example, ads about roof repair services should direct users to a landing page specifically about roof repair.

Test and Analyze Everything

Facebook advertising is always changing so be sure you keep up with it. Test different combinations of interests, behaviors, and ad copy that incorporate your keywords. Analyze performance data to refine your approach. Run A/B tests on your ads, varying the keywords used in your ad copy, headlines, and call-to-actions.

Test different services you offer (e.g., repairs, replacements, inspections) in separate ads to see which resonates most with your audience. As we already mentioned, roofing services change with seasons. Test campaigns focusing on specific seasonal services, like pre-winter inspections or post-storm repairs, spring preparedness, etc.

Use Facebook’s Dynamic Creative. This feature automatically tests different combinations of your ad components, including images, headlines, descriptions, and CTAs, to find the best-performing variation for your target audience.

Track and analyze your conversion. Use Facebook Pixel to track conversions from your ads to your website, analyzing which keywords and targeting options drive the most business. Use tools like WhatConverts to track not just the quantity of leads, but also the quality. This can help you adjust your campaigns to focus more on the services that generate the best leads.


When you’re running Facebook Ads to promote your roofing business, it’s important to match your approach to your audience. Make sure you’re giving them all the right information in a way that’s easy to understand. Use language that your audience will know and don’t forget to include keywords you got from your research! Use those when you’re writing your ads, creating visuals, and targeting your audience.

And don’t forget to pay attention to how your campaign is doing! Check out what’s working and what’s not, so you can keep improving for your long-term success.

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