You're spending on Facebook ads. Ads Manager shows hundreds of link clicks.
But your inbox is empty. The "Get a free quote" form hasn't been filled in all week.
It's one of the most common things I see in roofing ad accounts, and it's rarely the ad's fault.
Homeowners aren't ready for a sales call
Think about what a homeowner is doing when they click your ad. They've noticed a leak, or their neighbour just got a new roof.
Their first question is simple: "Roughly how much is this going to cost me?"
A "Get a free quote" form asks for their phone number and a salesman's call. At that stage, that's too big a step.
So they leave.
Get a free quote
What will my roof cost?
Give them the price first
The fix: answer their question before asking for anything.
Instead of a quote form, the ad leads to a roof cost calculator. Here's what the homeowner sees:
- Two quick questions: roof size and material
- An instant estimate they can trust
- Then their details, to get the exact price
- It feels helpful, not salesy
- Homeowners invest a little effort before the form, so they're more likely to finish
- You get leads who already know your price range, so fewer tyre-kickers
What happened when I tested it
I tested this for a roofing client. Same client, same market, same budget range:
The difference wasn't a bigger budget or a better ad.
It was how the funnel was set up, and getting that right is the part my clients pay me for.
What to check in your own account
- Click-through rate is fine, but form fills are near zero? The problem is after the click, not the ad.
- Your landing page leads with a contact form? Give a reason to engage first.
- No follow-up within minutes? Even good leads go cold fast. More on that in this post on speed to lead.
Want me to look at your ads?
Send me your ad account or website. I'll review it personally and tell you the first 3 things I'd fix. Free, no strings attached.