Google Ads versus Facebook Ads. Generally speaking, which one is better? There’s a lot of you guys that are wondering which avenue you should go towards.

In this video, we’re gonna break that down.

So for the best advice on generating roofing leads online, whether it be Facebook or Google, be sure to subscribe to my channel and hit that notification bell, because that’s all that I talk about. If you take a look at some of the videos, that is all that I talk about, generating roofing leads online.

And so, by the end of this video, I wanna share with you what I believe to be the best platform for you to generate roofing leads from.

My name is Mats Moy, and I’ve helped numerous roofing companies across the US and Canada generate online roofing leads and helping them become a local authority within their local markets.

Which produces better roofing leads?

Is it Google or is it Facebook?

Now, the way I wanna structure this video is I wanna give you a kinda side-by-side comparison, that way you can get a better understanding as to what I believe to be the better platform to generate those leads from.

So where I wanna start off right now is the two types of searchers. This video is gonna be a little bit more biased, because, I’ll tell you right out the gate, I generally prefer Google Ads. And here’s why: We have two types of searchers online.

The Facebook Searcher

One being the searcher who is just going to Facebook to kind of browse around, spend some time, check up on family, friends, see what they’re up to, and kinda just see if they see anything cool.

And if you just so happen to need a roof at the time in which that ad, let’s say a Facebook Ad, happens to pop into your feed, then great. That is you entering the conversation.

On the flip side of that, we have Google Ads.

The Google Searcher

For me, generally speaking, I don’t know that I need a roof until I need a roof. Right? And so I prefer to get in front of the customers who are actively looking for roofing services because they know and they’ve established that they actually need a roof.

Now, that’s not to say that Facebook is not a great platform to generate leads, right? Especially if a storm happens. If a storm happens, then Facebook is more than the best platform for you to get on and let people know that “Hey, we are in your area. There is a recent storm that happened. Be sure to get a contractor to come out, check out, and inspect the roof,” and overall just get in front of the people within a specific zip code within a specific area, so that you’re able to get in front of them whenever that storm happens, even though they might not know that the room may be in jeopardy.

And so this is a good opportunity for you to get in front of them, educate them, and then request that estimate.

The Facebook Searcher vs the Google Searcher

I see a lot of ads out there just going just straight to the point request a free estimate. You haven’t given the person that’s looking at you on Facebook a reason to request an estimate from you.

This is one of the main reasons why I like the searcher that is going to Google. Because they already know. They believe that they have a roofing problem. It may be from a leak in the ceiling or shingles curling or missing, right? This is them knowing that they have a roofing problem.

When that person knows that they have a problem, they’ll typically head over to Google. This is unless they already have a roofer in mind. If they already have a roofer in mind, then they’re not gonna go out and Google and try to find you.

But the majority of people don’t have a roofer in mind. And so they typically go to Google, and they look for a contractor who is reputable and local. This way, they’re able to see the kinds of reviews that other people have said about such company, right?

From there, they’ll be able to contact the ones that stand out to them, and that is the primary reason why I like Google. Because they’re intent is there.

Buyers’ funnel

If we look at a buyers’ funnel, right, at the top of the funnel, we are at the awareness stage. Right?

This is where Facebook comes into play extremely well. We need to make the customers aware that there may be a problem with their roof. We want to enter that conversation.

Whereas at the bottom of the funnel, the guys who end up being quality leads, you have the people who know in their minds that they have a roofing problem.

And so, from that point, they’re able to say to themselves, “Okay, I need a roofer. I need someone to give me an estimate because I can clearly see that there’s something going on.”

And so at the bottom of the funnel there, you have your Google people.

At the top of the funnel, there’s a little bit more work involved. You need to make them aware and start bringing them down the funnel until they ultimately contact you.

That is the difference between the two here.

Things to consider

Don’t make the mistake of heading over to Facebook and just throw an ad out there and say “Get a free estimate.” That’s typically not gonna work unless there is a storm that just happened. If you just do that and people clearly know that, “I need a roof. I need a new roof because X, Y, and Z happened to my roof because of such a storm,” then sure.

Otherwise, nobody knows that they need a roof until they need a roof. And so you need to make them aware if you’re gonna do that through Facebook.

If you’re gonna do it on Google, it’s straightforward, they’re already there searching for you. It’s your job to now become visible. So that’s the primary reason why I like Google. It’s straightforward.

Ad spend

Now the downside to that is that it’s a bit more pricey. It’s a bit more expensive than Facebook. If you know what you’re doing on Facebook, then that can be much cheaper than it is on Google. However, there is a lot of work that can be put into that Facebook campaign.

Now when it comes to Google, it is straightforward, and you will see typically higher quality leads, because they are contacting you to come out and give them an estimate. That is the difference there. The better quality leads typically lie on Google.

So here’s the difference:

We have Facebook where you’ll get cheaper leads, yes, but the quality of those leads will also be kind of poor; whereas on Google, it’s a bit more expensive. However, the quality of those leads is typically much higher.

Let me know in the comments, which platform are you currently using to generate and attract leads for your company?

Staying visible

Now putting the ads aside, the two platforms.

On Facebook, you typically have your personal Facebook page, as well as your business page. And so when you’re posting on those two things on your personal and your business, you generally have those posts go out to people who already know you. They already have a connection with you, whereas a lot of people don’t even know about this, but Google also has a post feature.

You need to have a Google My Business listing, of course. But there is a post feature that enables you to get in front of people who are online and looking for your services.

Doing posts on a daily basis on Facebook is great to stay on top of mind of the people who are already connected with you, people who already know you. On Google, you’re putting out a post on a daily basis that’s going out to people who don’t know your company. And so you’re getting in front of new eyeballs, new traffic.

That’s also one of the reasons why I like Google very much.

Not to say that Facebook is not a good platform to use, it definitely is. You wanna stay active there. Stay in front of those people. When that time comes, they’ll know to themselves, “Hey, that guy used to post a lot “about their roofing company, “maybe I should give them a shot.”

You’ve already built that rapport with them, right? But for the people who are in the market of looking for our roofing services, then Google is a very good platform for them.

Book a call with me

Now for those of you guys who don’t know, I run a training program dedicated to generating roofing leads for contractors in their local markets. And so this video is a little bit more biased because my training program is surrounded around Google. Right?

The core, the primary focus is on Google, and all we do is we generate leads from three avenues. One, your Google My Business; two, Google Ads; and then three, your website, which the focus there is to make it rank on Google. So a lot of these different things are centered around generating leads through Google. Because those guys are at the bottom of the funnel, and they’re ready to get in touch with the roofer.

The job of this training program is to set up these three avenues to make sure that your company is in front of those customers whenever the time comes for them to want to hire a local and reputable roofing contractor.

So if you’re interested in that training program, there’s a link down below. It’ll take you to a nice landing page with a lot of information about the training program itself.

And if you’re furthermore interested, go ahead, and let’s schedule a call. We’ll discuss how we can help your roofing company generate more local roofing leads.

Bonus: How to market on Facebook

Now here’s a bonus for you guys before I head out. If you want to use Facebook, make sure that you have Facebook Pixel and remarketing tags installed on your website. Whenever anybody visits your website then, they are now being tracked across the internet. This will enable you to show them ads on Facebook, and display ads on Google.

So you’re now able to stay in front of that customer and use pennies on the dollar. Whenever they’re ready to hire a roofing contractor, you will have been trailing them for a significant amount of time. That way, they’ll know exactly who your company is and they say, “Hey, these are guys are promoting very well.”

This is a tool that you can now use to your advantage to be able to stay in front of those customers. When the time comes, you’re gonna be one of the guys that they’re definitely gonna call.

The verdict

So all in all, again, my personal preference between Facebook and Google is Google. That is my number one choice. And that is what I recommend to other roofing contractors who want a straightforward high-quality method of generating those high-quality leads.

So if you wanna join a community of roofers just like yourself who are learning about this forever-changing space called the internet, be sure to join my free Facebook mastermind group. This is where I share up to date strategies to be able to generate more roofing leads online. The link for that is in the description down below.

Also, if any of you wanna download my Google My Business guide, just let me know in the comments down below, type in GMB, and I will go ahead and send that over to you.

In that guide, you will see exactly how to set up your Google My Business listing, how to sue the post feature on a daily basis, and that way you can start to generate those leads. You can add all of your team members, your sales reps so that everyone can contribute to producing new roofing leads for the company. It’s very straightforward, very simple, and easy to set up.

Just hit GMB, just type it out, GMB, down below, and I’ll go ahead and send it over to you.

Lastly, if you like this video, be sure to give it a thumbs up, subscribe to my channel, and hit the notification bell. This is so that you get notified when I release a new video just like this one, each and every single Wednesday.

Again, my name is Mats Moy, and thanks for watching. Peace.


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