The quick verdict
Cold Facebook ads have $800-$1,800 loaded CAC in steady-state roofing markets vs $300-$600 for mailed roof quotes. The exception: storm-response windows. After NOAA confirms a hail/wind event, geo-targeted Facebook ads in affected zip codes drop to $300-$700 CAC for 7-14 days because urgency closes the targeting gap. Outside storms, mailed roof quotes win on every comparison.
Side-by-side
| Metric | Mailed Roof Quotes | Facebook Ads (cold) | Facebook Ads (storm-response) |
|---|---|---|---|
| Targeting precision | By street + roof age (Street View) | Demographic guesses | Geo-targeted to affected zips |
| Can filter for roof condition | Yes — Google Street View prescreen | No | Storm event = proxy |
| Cost per home / click | $1 per mailed quote | $1.50-$4 per click | $2-$5 per click |
| Typical close rate | 2-4% of mailings | 0.5-1.5% of clicks | 2-5% of clicks (in window) |
| Loaded CAC per closed reroof | $300-$600 | $800-$1,800 | $300-$700 |
| Speed to deploy | 2-3 days print + mail | Hours | Hours (advantage in storm windows) |
Why cold Facebook underperforms for roofing
Roofs are needed when they fail or look bad — both signals invisible to Facebook's audience targeting. Cold Facebook ads for "roofing" reach a mix of recently-replaced roofs, renters, and homeowners decades away from a reroof. Mailed roof quotes filter visually: Google Street View shows roofs aged 18+ years; you mail only those.
The storm-response Facebook play
NOAA-confirmed hail/wind events compress the targeting problem. In affected zip codes for 7-14 days post-event:
- Homeowners are already shopping (insurance adjusters out, neighbors comparing bids).
- Geo-target Facebook ads to the affected ZIPs.
- Pair with a 1,000-postcard Roof Launch storm-response campaign.
- Combined CAC during the window: $250-$500.
Outside storm windows, return Facebook spend to retargeting only (~$150-$400 CAC) and let mailed roof quotes carry steady-state acquisition.
Recommended budget allocation
- 55-65% mailed roof quotes — steady-state acquisition.
- 10-15% Facebook retargeting — warm-lead closing.
- 10-15% neighbor follow-up — post-install compounding.
- 5-10% bottom-funnel Google Ads — brand-search defense.
- 20-30% reserve for storm-response — pre-budget the war chest.
Acquisition that filters by roof age, not by interest graph.
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