THE SHORT ANSWER
For roofers, Meta ads costs EUR 24 to EUR 275 per enquiry and works out at EUR 96 to EUR 1,650 per signed job once you allow for 4 to 6 enquiries per customer. Workable for roofers, on two conditions: a concrete offer rather than a brand message, and someone whose job it is to filter what arrives.
Most channel comparisons compare cost per click. Cost per signed job is the only comparison that decides anything. This page runs Meta ads specifically for roofers: the modelled cost, the volume ceiling, the skill it demands, and a plain verdict at the end.
The relevant economics for this trade: a typical project is worth EUR 6,000 to EUR 15,000, the buyer is a homeowner with a leak or a roof past twenty-five years old, demand peaks after the first autumn storms and bottoms out in February, and it takes 4 to 6 genuine enquiries to sign one customer.
The numbers, at a glance
Modelled cost per enquiry: EUR 24 to EUR 275, from clicks at EUR 0.84 to EUR 3.30 converting at 1.2 to 3.5 percent
Modelled cost per signed job: EUR 96 to EUR 1,650, once you allow for 4 to 6 enquiries per customer
Time to first enquiry: days, but the learning phase eats the first two weeks from a standing start
Verdict for roofers: Workable for roofers, on two conditions: a concrete offer rather than a brand message, and someone whose job it is to filter what arrives.
How Meta ads behaves in this trade
Meta ads (Facebook and Instagram) produces enquiries whose intent is low at the moment of the click and manufactured by the offer, because nobody opened the app to buy a heat pump. Clicks are a fraction of search prices, and you can reach people who have not started looking yet.
The constraint nobody mentions in the sales pitch: around 50 conversions a week per ad set for the delivery system to optimise properly, which most contractors never reach. For a roofing business working a single metro, that is the thing to check before anything else.
Against that, the cost of being wrong. Enquiry quality is markedly lower and the volume of unqualified contacts will occupy someone's whole morning unless you filter hard. Skill required: Creative is the whole job. The targeting is largely automated now; the difference between a working and a failing account is the offer and the first three seconds of the video.
The insurance path changes who you are actually selling to
Storm and escape-of-water claims put a third party into the conversation. The homeowner is still the customer but the loss adjuster sets the scope and often the timescale. Roofers who can produce a written scope with photographs, moisture readings and a clear separation between insured damage and pre-existing wear get approved faster and argue less. Roofers who submit a single-line quote get sent back. Administrative competence is worth more than pricing in this segment.
The arithmetic, with every assumption visible
Here is the full chain for roofing, with every assumption visible so you can substitute your own.
Click cost: EUR 0.84 to EUR 3.30 for roofing keywords, which tracks job value rather than competition alone.
Landing page conversion: 1.2 to 3.5 percent of clicks become an enquiry, assuming a page built for one trade rather than a homepage.
Cost per enquiry: EUR 24 to EUR 275, which is click cost divided by conversion rate.
Enquiries per customer: 4 to 6 for this trade, because not everyone answers, quotes or proceeds.
Cost per signed job: EUR 96 to EUR 1,650.
Against a midpoint project of EUR 10,500, the worst-case figure of EUR 1,650 is 15.7 percent of contract value. Whether that is acceptable depends entirely on your gross margin, not on your revenue, and that is the calculation most contractors skip.
What a roofing quote has to price that the homeowner never thought about
Access. Scaffolding, permits on a terraced street, skip placement and waste disposal routinely account for a meaningful share of a re-roof, and none of them appear in the enquiry. Quoting them separately and visibly is a competitive advantage, because the cheaper quote the household is holding almost certainly buried or omitted them. The conversation you want is about what sits inside each price, not about the totals.
The offer and creative that work for roofing on social
Emergency roofing work does not come from social advertising and no offer will make it. Planned replacement does, and it responds to visible proof of work on streets the viewer recognises.
Offer: a free roof survey with photographs sent the same day, which is concrete, low commitment and produces a genuine reason to visit
Creative that works: before and after on a recognisable local street, shot from the pavement rather than from the roof, so the viewer places the house
Timing: run heavier in the two weeks following a storm, when awareness of roof condition is at its annual peak and the household is already looking upward
Filter hard: add a question on whether the property is owned and whether an insurance claim is involved, because both change the sales process completely
Retargeting is where the economics actually work
Cold traffic in the trades is expensive per enquiry. Traffic that has already seen a project gallery, watched most of an installation video or abandoned a form is dramatically cheaper. Building those audiences means running cold campaigns that lose money on a last-click basis for the first month, which is why contractors who judge week one on cost per lead switch the channel off before the profitable half of it exists.
The landing page decides half your cost per enquiry
A page built for roofing work alone will convert at roughly double the rate of a homepage carrying every service you offer. Since cost per enquiry is click cost divided by conversion rate, that single change halves the figure without touching the budget.
It is also why two businesses in the same trade report costs that differ by a factor of two from the same auction. The difference is almost never the targeting. It is what happens in the thirty seconds after the click.
Creative carries the account now that targeting is largely automated
Detailed interest targeting has been progressively replaced by broad delivery with algorithmic optimisation. What remains under your control is the offer, the first three seconds and the format. Accounts that fail almost always fail on creative volume: two or three assets running for months, fatiguing, and then being blamed on the audience. A workable cadence in the trades is a handful of genuinely different concepts each month, not variations of one.
Before you spend anything on Meta ads
Divide your ceiling per signed customer by 4 to 6, the enquiries-per-customer range for this trade, to get the maximum you can pay for one enquiry.
Compare your maximum per enquiry against the EUR 24 to EUR 275 per enquiry modelled above. If your ceiling is lower, fix conversion or job value before you touch the channel.
Commit to a fixed test volume and a fixed review date before you start, so the decision to continue is made on data rather than on hope.
Name the person responsible for the first call attempt and the target time. Every number on this page assumes contact inside minutes rather than hours.
How these figures were built
These figures are a benchmark model, not a survey. They combine an industry base range observed across Western European home-improvement campaigns with a country multiplier for local auction pressure. Treat them as a band to negotiate against, not a quote.
How Flock Leads prices this
For comparison, this is what exclusive roofing enquiries cost outright, with no retainer and no contract term:
Starter - 10 leads for EUR 750, which is EUR 75 per lead
Growth - 25 leads for EUR 1,750, which is EUR 70 per lead
Scale - 45 leads for EUR 2,925, which is EUR 65 per lead
Pro - 70 leads for EUR 4,340, which is EUR 62 per lead
Max - 90 leads for EUR 5,400, which is EUR 60 per lead
No retainer, no contract term, and no lead sent to a second business. Unused volume rolls over under the Flock Lead Promise.
Want leads like this in your pipeline?
Flock runs the campaigns, screens the enquiries and hands you only the ones that match your service area, job size and capacity. You pay per lead, not per month.
Book a 15-minute fit check | See lead package pricing
Related answers
Frequently asked questions
How much should a roofing business budget for Meta ads?
Work backwards from a signed job rather than forwards from a budget. At EUR 96 to EUR 1,650 per job and a typical target of one to two jobs a week, the monthly figure follows arithmetically. Setting a round number first and hoping it produces work is the most common and most expensive mistake in this channel.
How long before Meta ads produces a signed job?
First enquiries take days, but the learning phase eats the first two weeks. A signed job takes that plus your own sales cycle, which for roofing work runs from a few days on urgent jobs to several months on planned ones. Judge the channel on cost per qualified enquiry early and on cost per signed job only after a full cycle has completed.
Should roofers use this channel or a different one?
Workable for roofers, on two conditions: a concrete offer rather than a brand message, and someone whose job it is to filter what arrives. The wider point is that these are not competing options. Local search is the long-term asset, purchased leads cover the gap while it matures, and paid advertising is the accelerator you switch on once you know your numbers well enough to calculate what a click is worth.
What is the single biggest mistake in Meta ads for this trade?
Sending traffic to a homepage instead of a page built for roofing alone. It typically halves the conversion rate, which doubles the cost per enquiry, and no amount of bid management recovers that.
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