Facebook ads benchmarks for roofing

Read the category before the number

Storm repairs, maintenance and full replacements attract different intent. Track the property location and job type through to an inspection, rather than assuming every form submission is a usable roofing lead. The available home-improvement category is broader than roofing, so treat it as context rather than a roofing-specific result.

The publisher categories used on this page are Home & Home Improvement. These names are preserved from the source tables; we have not silently renamed them as a narrower market. If your business falls outside a source category, use your own account data instead of treating that value as a target. The source notes below describe the available sample and the limits of each report.

Compare like with like

Traffic campaigns optimize for clicks, while lead campaigns optimize for an inquiry or another lead action. Their cost per click and click-through rate belong in separate rows. Match your own reporting objective and date window before using either row. A cheaper visit does not necessarily turn into a cheaper customer, and a high click-through rate does not tell you whether the visitor was qualified.

Where more than one publisher reports a metric, the table gives the lowest and highest reported values and the median of those reports. It does not pool advertiser records or weight the results by spend. Some publishers report averages and others medians; the source notes retain that distinction. These are descriptive reference points across different datasets, not an experiment or a prediction interval.

Turn the reference into a test

Start with the outcome you can measure reliably, such as a qualified inquiry, an attended appointment or a completed purchase. The calculator below uses the same cited data as this page and labels any conversion-rate assumption separately. Replace that assumption with your observed rate when you have one. Review lead quality and revenue alongside spend before increasing a budget.

The small daily-budget illustration divides spend by the reported costs. It does not include production costs or promise that Meta will deliver the calculated count each day. Actual delivery can fluctuate, especially when the underlying event is infrequent. Keep a record of your offer, audience, creative and follow-up process so that your next comparison explains a business outcome rather than a change in clicks alone.