Roofing Facebook ads and Facebook ads for roofers built on video scripts that respect state ad rules

Yes, when the ad looks like the roofer and not like an agency. Facebook is where homeowners in your service area already spend time, and a roof is a purchase people put off until something forces it: a storm, a leak, an insurance letter, a home sale. A video that shows the problem on a roof that looks like theirs, in a town they recognize, catches them at that moment.

What fails is the generic ad. A stock photo with "quality roofing you can trust" competes with every other contractor in the feed and says nothing. The roofing ads that hold up are specific: one kind of damage, one neighborhood or city, one person the homeowner will meet, one thing to do next. That is a script problem more than a budget problem, and it is the part a phone cannot fix on its own.

Five formats cover almost every roofing campaign. All five can be shot on a phone, and the generator writes each of them from the same description of your company.

The before and after ad format has its own rules about timelines and typical results, and the homeowner testimonial needs the customer's own words, not lines you wrote for them.

Usually, yes. Meta's help center defines housing ads as ads that promote a housing opportunity or related service, "including but not limited to listings for the sale or rental of a home or apartment, homeowners insurance, mortgage insurance, mortgage loans, housing repairs and home equity or appraisal services". A roof repair or replacement is a housing repair, so expect to declare the Housing special ad category in Ads Manager.

That changes the targeting, and Meta's own Marketing API documentation spells out how. Age is fixed at "ages 18 through 65+". "Specific gender cannot be chosen." ZIP code targeting is not supported. Location "must include all areas equal or larger than 15 mile or 25 kilometer radius for the US and Canada". And "Lookalike audiences are unavailable for housing, employment, and financial products and services ads."

The practical result is that the targeting a roofer would want, homeowners over 35 in three ZIP codes that took hail, is not available. So the video has to do that work. Naming the town or the storm in the first line, showing a house that looks like the ones in your area, and talking to the person who owns the roof filters the audience better than any setting left in Ads Manager. That is why the generator writes the hook around the place and the problem, not around your company name.

Contractor licensing is a state matter, and some states write rules for the ad itself. We read these three at their source in October 2026. None of this is legal advice, and your state's current rule and your own counsel have the final word.

The Texas rule is the one that catches storm-season ads. A roofer can talk about helping a homeowner through an insurance claim. What the ad cannot do is promise, directly or with a wink, that the homeowner will not pay their deductible. The generator does not write that line, and the script stays editable so you can add the license number and anything else your state requires before you film.

Not in Texas. Section 27.02 of the Business and Commerce Code makes it an offense to advertise or promise to pay, waive or absorb the insured's deductible, to offer a rebate or credit that offsets it, or to help the homeowner avoid paying it in any other way, unless the insurer consents. It is a Class B misdemeanor. The same law requires contracts of $1,000 or more paid from a property insurance claim to carry a notice, in 12-point bold type, that Texas law requires the insured to pay the deductible.

Other states have their own rules on deductibles and on contractors who handle insurance claims, and they change. If your ads mention insurance at all, have someone who knows your state's rule read the script first. The safe version of the message, and usually the more persuasive one, is that you inspect the roof, document the damage properly and walk the homeowner through the claim.

Everything that would otherwise be decided on the roof by whoever is holding the phone. This is what a roofing video brief should cover, including the rows you add yourself.

If you are planning the copy as well as the video, the video ad script page walks through the structure, and UGC for Meta ads covers the placements and safe zones in detail.

Fifteen to thirty seconds for most roofing ads. That is long enough to show one problem, one result and one ask, and short enough that people watch it to the end in the feed and in Reels. A homeowner testimonial can run to 45 or 60 seconds when the story is good, and a repair versus replace explainer can go longer for people who already watched a shorter ad.

Shoot vertical. Meta's own guide for Instagram Reels ads recommends 9:16 and asks you to keep the top 14 percent and the bottom 35 percent of the frame clear of key text, so the license number and the caption need to sit inside the middle of the frame, not on the bottom edge where the interface covers them. The generator's Meta spec asks for a 1:1, a 4:5 and a 9:16 cut of the same footage, framed so all three crops survive.

Two costs, and they are separate. The media is what you pay Meta, and you set that budget yourself. The creative and management are what you pay an agency or a freelancer, and that is where the range is widest, from a few hundred dollars a month for a template package to several thousand for a full-service roofing marketing firm. We compared the published prices of roofing marketing agencies on one basis in roofing marketing agency pricing.

The video itself is cheaper than most roofers assume, because the best-performing roofing ads are filmed on a phone on a real job. What costs money is the thinking that goes into each one. A script costs you about a minute here, and Pro is $49 a month for unlimited briefs.