3 months
4×
Booked jobs per month
20
Before
80
After
−70%Cost per lead
4×Leads per month
Meta Ads · Tracking & Analytics Updated
How Meta Ads Doubled Booked Inspections for a Florida Roofing Company in 6 Months
This Florida roofing company was getting leads from Facebook, but only a handful turned into real jobs. Six months later, it was getting 150 leads a month and twice as many booked inspections.
Results
6 months
Source: Meta Ads account data
- Booked inspections / month
- 20
- +100% vs. month 1
- Leads per month
- 150
- +88% vs. month 1
- Cost per lead
- $45
- -10% vs. month 1
- CTR
- 4.6%
- +15% vs. month 1
- Client
- Roofing Company (Florida, USA)
- Industry
- Roofing & Construction
- Market
- United States (Florida)
- Channels
- Facebook Ads, Instagram Ads
- Timeframe
- 6 months
- Led by
- Sirajul Islam (Siraj)
Tools & platforms
- Meta Ads Manager
- Meta Events Manager
- Meta Pixel
- Meta Conversions API
Overview
A Local Roofer in Storm Country
This client is a roofing company in Florida doing roof replacements, repairs and storm damage work. In Florida, homeowners think about their roof every hurricane season, so demand is there. The company was already running Facebook and Instagram ads that sent people to its website. What the owner really wanted wasn't just more leads, but more booked inspections his team could turn into jobs.
The challenge
Plenty of Form Fills, Not Enough Jobs
When we started, the ads brought in about 80 leads a month at $50 per lead. Only around 10 of those turned into booked inspections, so each inspection was costing roughly $400. The ads reached people outside the company's service area, and the website wasn't built to turn a Facebook visitor into a serious homeowner. There was also no clear reason to call this roofer instead of the next one.
The solution
Better Pages, a Real Offer and the Right Zip Codes
We started by building new landing pages made for Facebook traffic: short, mobile-first and focused on one action, booking a free inspection. We set up the Meta Pixel with the Conversions API so Meta could learn from real form submissions. Then we narrowed targeting to the specific zip codes the company actually serves and added a clear offer: a free roof inspection and $1,000 off a new roof. We swapped stock images for real before and after photos and videos from the company's own jobs, added remarketing for past website visitors, and added qualifying questions to the form so the sales team spent less time on weak leads.
Results
Month 1 vs. Month 6
Same company, same service area, six months apart. Here's how the numbers moved.
Before
Leads Without Enough Jobs
The ads brought in 80 leads a month at $50 each, but only about 10 became booked inspections.
After
More Leads, Twice the Inspections
By month six, the ads brought in 150 leads a month at $45 each, and 20 of them booked an inspection.
Booked inspections per month
1020
2×
Leads per month
80150
+88%
Cost per lead
$50$45
−10%
Cost per booked inspection
$400$338
−16%
CTR
4%4.6%
+15%
First month of work vs. sixth month of work
Execution
What We Did, Step by Step
-
Phase 1
New Landing Pages and Tracking
We built mobile-first landing pages focused on booking a free inspection and set up the Meta Pixel with the Conversions API to track every form.
-
Phase 2
Zip Code Targeting and Offer
We limited ads to the zip codes the company serves and launched a free inspection offer with $1,000 off a new roof.
-
Phase 3
Real Content and Remarketing
We replaced stock images with real before and after photos and videos, and started remarketing to past website visitors.
-
Phase 4
Lead Quality Filtering
We added qualifying questions to the form and shifted budget toward the ads and areas that brought in booked inspections, not just leads.
FAQ
Questions about this project
Why focus on booked inspections instead of just leads?
A lead only matters if it turns into a job. Tracking booked inspections showed which ads and zip codes brought serious homeowners, so we could spend more there and less on people who were just browsing.
Does Facebook really work for roofing?
Yes, when it's done right. People aren't searching for a roofer on Facebook, so the ad has to catch their attention with a real offer and real photos, then send them to a page that makes booking easy.
Why did cost per lead only drop 10%?
We were filtering out weak leads on purpose. The goal was better leads, not just cheaper ones, and that's why booked inspections doubled while leads grew 88%.
How long did it take?
Six months in total. The landing pages and tracking came first, then targeting and the offer, then creative testing and lead filtering. Results improved step by step each month.
More results
Related case studies
6 months
−66%
Cost per lead
$80
Before
$27
After
4.8×Leads per month
+69%CTR
4 months
8×
Booked consultations per month
5
Before
40
After
5.3×Leads per month
−47%Cost per lead
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