More Views for Less Money

When most contractors think about creating roofing ads for Facebook and Instagram, they assume the goal is to grab a homeowner’s attention right away. After all, it’s homeowners who need new roofs—not other contractors. But here’s a little-known hack that can make your campaigns perform better while saving you money.

Why Some Roofing Ads Perform Better Than Others

I recently reviewed a client’s account and noticed that their top-performing ad wasn’t what you’d expect. It was simply a video of their crews working on a roof.

At first glance, this seems odd—homeowners don’t really care about watching contractors hammer shingles or install flashing. So why did this video outperform other ads?

Because roofing contractors loved watching it.

Other contractors clicked, viewed, and engaged with the ad—not because they were going to hire the company, but because they were curious about what their competitors were doing.

Why That Extra Engagement Matters (And What CPM Means)

Here’s the kicker: Facebook and Instagram don’t know the difference between a contractor and a homeowner. All the algorithm sees is that people are engaging with your ad.

When lots of people interact with an ad, Facebook assumes it’s “valuable” and shows it to even more people—for less money.

That’s where CPM comes in. CPM stands for cost per thousand impressions. It’s basically how much you’re paying for every 1,000 people who see your ad.

• If your CPM is high → your ads cost more to get seen.

• If your CPM is low → your ads reach way more people for the same money.

By creating ads that contractors themselves want to click on, you trick the algorithm into giving you lower CPMs—which means more homeowners see your ad without you spending extra.

The “Contractor Engagement Hack” for Better Ads

This creates an opportunity:

• Post ads that contractors find interesting, even if homeowners don’t.

• Use images and videos that show crews working, roofing techniques, or behind-the-scenes job site activity.

• Watch your ad costs go down while your reach to homeowners goes up.

Remember, homeowners might not engage much with roofing ads themselves. But the algorithm doesn’t care—it only cares about total engagement. By leveraging contractor curiosity, you hack the system to get more visibility with homeowners at a lower cost.

How to Apply This to Your Business

If you’re a contractor trying to get more qualified opportunities, this strategy makes your ad dollars work harder.

At Minyona, we specialize in generating high-quality roofing leads that keep your crews busy year-round. But our expertise doesn’t stop there—contractors across multiple trades rely on us for:

• Window leads to help window replacement companies grow consistently.

• Decking leads that fill calendars with homeowners ready for outdoor upgrades.

• Waterproofing leads to connect waterproofing specialists with property owners who need protection.

• Fence leads that help fence companies land more jobs in competitive markets.

By combining strategies like this engagement hack with smart targeting and proven messaging, we help contractors in every trade maximize ROI and dominate their local markets.

Final Thoughts

Zero homeowners wake up wanting to watch roofing ads. But when you understand how the algorithm works—and how CPMs affect your costs—you can use contractor curiosity to your advantage. The result? Lower ad costs, wider reach, and more chances to get in front of the homeowners who actually need your services.

Test this approach in your next campaign—you’ll likely see the difference in both performance and cost.