Reach them in the 72 hours before they start searching.
Facebook and Instagram ads reach people before they know they need you. For a roofing company that is the 72 hours after hail, when nobody is searching because nobody has looked at their roof yet. For a med spa it is the six weeks before a wedding.
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One Facebook and Instagram play, worked through: storm response.
Built before the storm
Creative, copy and audiences sit assembled and paused. You cannot build a campaign after the fact and still be inside the window.
ZIP-level path targeting
The storm did not hit the whole metro. Targeting follows the swath, and that is most of the difference in cost per lead.
Click-to-call, not lead forms
The urgency is real and the homeowner wants to speak to somebody now. Forms are for considered purchases.
An always-on baseline
A small year-round budget keeps the pixel fed and the account warm. Cold accounts perform badly exactly when you need them.
What it takes to work.
Spend here is deliberately uneven, quiet in a calm month, heavy in the week after hail. That unevenness is the strategy, not a failure of it.
Facebook and Instagram ads for roofers: common questions
The other services
This channel only pays if the phone gets answered.
A storm campaign can put 200 calls into one week, most of them in the first three days. That is the week no small office can staff for.