The short answer: do not make the ad ask for a phone call. Offer an instant quote, give the homeowner a real number on the website any hour of the day, then send an email with two estimate times they can pick from. Three steps: an ad, a price, and a way to book.
Watch the walkthrough
This is Steel Master Roofing in Goshen, Indiana. We built their whole system, from the ad to the appointment. In the video I run it live, start to finish, at 10:19 on a Sunday night.
Read the transcript
I'm gonna show you how one roofer books appointments from start to finish while his office is closed.
This is Steel Master Roofing in Goshen, Indiana. We built their whole system from their initial website, server side, all of the things to their entire marketing funnel, and their Meta ads that go from a quoting tool to a self-booking system, which has led to a massive hundreds of thousands of dollars of signed jobs.
Step one, the ad. A homeowner sees this on Facebook. Doesn't ask them to call anybody, it offers an instant quote. So we're gonna click Get Quote, is gonna take us to a landing page that we've optimized for conversion rate.
Step two is an instant quote. They use it right on the website and get a real, real number any hour of the day. Nobody has to answer a phone. You could click Price My Roof in about a minute. You're gonna come down here, click See My Price. Click Show Me My Price.
10:19 PM on a Sunday night, we're getting a price estimate for our roof. It's given us a few options here, and then the best part of all, right after the quote, we're gonna go to our Gmail. We've got our online quote here, and then we're gonna have two times that we could look at, they could look at my roof. I'm gonna click, let's just say Wednesday, October 21st.
That's the whole thing. It's open 10 o'clock, two o'clock, one in the morning, it doesn't matter. Leads are gonna come through. They're all tracked.
We work with one roofer per market, so if you're in northern Indiana or Michiana, unfortunately, we owe ourselves to our current customer base, and we're very loyal. However, if you're an HVAC guy, a general contractor, any other type of local service company, we'd love to hear from you.
That's Tin Roof Digital. I'm Sam. That's our lead system, and the good thing is Steel Master owns it. If I walk away or our agency leaves right now, they own every part of it from the website to the ad creatives to the ads that are running and the entire funnel system. And that's what we could do for you.
Step 1: The ad does not ask anybody to call
A homeowner sees the ad on Facebook. It does not ask them to call anybody. It offers an instant quote, and the button says Get Quote.
That matters more than it sounds. A lot of people look at a new roof at night, after work, when the office is closed. A phone number does nothing for them at ten o'clock. A price does.
The button goes to a landing page built for one job: find out what your roof costs in about a minute. One big Price My Roof button, plus a call button for the people who would rather talk to someone.
Step 2: An instant quote, any hour of the day
The homeowner enters their address and a few details and gets a real number right on the website, with a few options to compare. Nobody has to answer a phone, and it works the same at two in the afternoon or one in the morning.
Every quote request is tracked, so we can trace each lead back to the ad or search it came from. That is how you know which ads are worth keeping. Still deciding between ads and search? SEO or Google Ads walks through real roofing and excavation examples.
Step 3: The follow up books the estimate
Right after the quote, an email goes out on its own with two times the estimator could come look at the roof. The homeowner taps one and gets a confirmation. Nobody made a phone call to get that appointment.
Here is one of Steel Master's real leads. It was a Saturday at 5:36 PM and the office was closed. He clicked their Google ad, got an instant quote, and the estimator came out and got on the roof. It ended in a new roof and a five star Google review. Same quote and follow up, a different ad platform.
What it did in the first 38 days
Since then, the system has led to hundreds of thousands of dollars of signed jobs for Steel Master. That is signed work, not collected payments, and it is one roofer's results in one market.
They own every part of it
This is the part I would ask any marketing company about. If I walk away, or our agency leaves tomorrow, Steel Master owns every part of it: the website, the ad creatives, the ads that are running, and the whole funnel.
If a company you are talking to cannot say the same, ask why. The first question in our free guide, 5 Questions Before You Hire a Marketing Company, is who owns the website and the domain if you part ways.
When this is a good fit, and when it is not
It works if you are a trade doing jobs in the thousands, not the hundreds. You already have a Facebook page and some real reviews. Somebody answers the phone. And you can handle a few more jobs a month without it breaking you.
Skip it if you are already booked out and turning work away, or if nobody is going to call people back within a day. A booked estimate nobody shows up for is worse than no lead at all.
Not ready for ads yet? Start free. The Lost Call Finder shows where calls are slipping through today, and 12 Checks Before You Spend on Ads covers what to fix before a dollar goes out.
If you are just getting started, read when a contractor should not hire a marketing company first. Start with a website, a phone that gets answered, and a Google Business Profile.
Questions roofers ask about this
Do Facebook ads work for roofing companies?
They can, when the ad leads somewhere useful. For Steel Master, the ad offers an instant quote instead of asking for a phone call, and an automatic follow up books the estimate. Their first 38 days ran on Meta and Google together: 229 recorded lead entries, 40 booked appointments and 11 signed jobs on $15,040 in ad spend. That is one client and one reporting window, not a promise.
Should a roofing ad offer a price?
In this system it does. The ad offers an instant quote, and the website gives the homeowner a real number in about a minute, any hour of the day, with a few options to compare before anybody visits.
What happens after a homeowner gets an instant quote?
An email goes out on its own with two times the estimator could come look at the roof. The homeowner taps one and gets a confirmation. Nobody has to make a phone call to book that appointment, and every lead is tracked back to where it came from.
Do you work with more than one roofer in an area?
No. We work with one client per trade per market. The roofing spot in northern Indiana and Michiana is taken. Other trades, and roofers in other markets, can ask whether their area is open.
One client per trade per market
Want this built for your trade?
Tell me your trade and the towns you want work in. I will tell you straight whether your market is open and whether this system makes sense for you.
Rather start free? Text LEADS to (269) 241-8279 for five short tips, one a day, or browse the free contractor toolbox.