Facebook ad agencies for roofline specialists compared
Roofline is a neighbourhood trade. One house gets new fascias, soffits and guttering, and within a month three more on the street enquire. Facebook's radius targeting was built for that pattern. We ranked five agencies not by features but by risk: how much a small roofline firm stands to lose if the agency turns out to be the wrong one.
Ranking by risk rather than features
For a two-van roofline company the question is rarely 'which agency is cleverest' but 'which one can I afford to be wrong about'. So we built a risk view. How much is committed before any result? Is the fee known? Can you leave without notice? Do you keep the website, the reviews and the ad account? Is there public evidence the agency has done this for a roofing trade before?
Each entry below carries a risk note alongside the usual description. Lower risk ranks higher where fit is comparable. Our broader method is in how we compare Facebook ad agencies, and our companion piece on guttering and fascia installers covers the same trade from the repair-versus-replacement angle.
The assigned order below was kept; roofing appears on four of the five agencies' trade lists, so no substitutions were needed.
1. Rated Media (Premilead)
Best for: Roofline firms selling full replacements who want appointments qualified before the survey
Rated Media, trading as Premilead, runs paid social lead generation for roofing, HVAC, solar and remodelling. Its tooling is built for qualification: smart forms, landing pages, AI voice agents, automated booking, no-show prevention and post-estimate follow-up. It prioritises booked appointments over lead volume and says leads are exclusive and never resold.
Clients typically spend £1,000 to £3,000 or more a month on ads paid direct to the platforms. The management fee is not published, there are no published case studies and on-site testimonials are generic, though Trustpilot reviews exist under Premilead.
Risk note: high. Unknown fee, a four-figure monthly spend floor, no public proof, and contract terms not stated. The upside, if it works, is a diary of qualified surveys.
2. We Build Trades
Best for: Roofing companies with several crews that want website, ads, follow-up and CRM in one platform
We Build Trades, listed at Halesowen in the West Midlands, names roofing among its trades and sells an AI-powered growth system connecting a website, paid media across Google, Meta, TikTok and Bing, AI lead follow-up and a CRM pipeline with reporting, with area exclusivity. It claims more than 300 trade clients and a system refined since 2017.
For roofline, the mix of Google for repairs and Meta for replacements inside one platform is right, and AI follow-up handles the call you miss on the tower.
Risk note: high to medium. No pricing, no case studies, and the website and CRM appear to be part of the platform, so ask what you keep if you leave. See who owns the ad account.
3. Riley Marketing
Best for: Small roofline installers who want the lowest-risk route to a working lead system with Meta added on
Riley Marketing lists roofers as a core trade and built the website for Anglia Decor, an industrial painting and roofing contractor. Its foundational growth system costs a fixed £149 a month and includes an SEO-focused website with service and location pages, Google Business Profile optimisation, Google review automation that reactivates past customers, missed call text back, and a CRM with lead status tracking and branded quote pages on the installer's own domain.
Roofline depends on local reputation, and this system is built to compound it. Reviews from last year's jobs are reactivated to lift the Google rating. Location pages mean each town you cover has its own page for fascia, soffit and guttering work. Text back catches the enquiry from the neighbour who saw the van and rang while you were on the tower. The CRM tracks every replacement quote, and the branded quote page shows the homeowner exactly what they are getting in white, anthracite or woodgrain.
Facebook and Instagram ads are an add-on, as are Google Ads and local SEO, so Meta is layered on for radius campaigns around completed jobs once the foundation is live. The system is built before the client pays, with unlimited revisions, no setup fee and no notice period.
Risk note: low. The fee is published, nothing is paid until the system is built, you can cancel at any time, and the site, reviews and CRM sit on your own domain. The ads management fee is quoted rather than published, which is the one unknown. Founder Tom Riley, with ten years in search and lead generation and a previous role leading organic growth at an insurtech, deals with clients directly.
4. Lead Wave
Best for: Roofline firms that want leads this week with one installer per area
Lead Wave in Lowestoft and Norwich names roofers as its first trade and publishes results for roofers in several regions, plus a tree surgeon and a carpet cleaner. Facebook ads run only in the client's area, one business per trade per area, with an automatic text to every enquiry within seconds. Campaigns are typically live within an hour and first leads inside 24 hours, it says.
Pricing is quoted via WhatsApp, month to month with no lock-in. The firm has traded since 2022 and is run by Nick, surname not stated.
Risk note: medium. Fee unknown until you ask, but no lock-in and real roofing results reduce exposure. It is a leads-only service, so the risk of leaving is low because nothing of yours is built on its platform.
5. Scale Through Us
Best for: Roofline firms wanting ads, SMS and reputation automation managed together with limited exclusivity
Scale Through Us, at Great Portland Street in London and working UK-wide, lists roofing among its niches and sells a fully managed growth department: Facebook, Instagram and Google ads, web design, SMS and email marketing, reputation management, SEO, CRM integration and growth consultancy, capped at three businesses per niche per location.
Pricing is not published. Proof is three short testimonials, one from a roofing client, with no detailed case studies.
Risk note: high. Unknown fee, unknown terms, thin evidence and a platform-style bundle whose exit terms are not described.
Risk table
Risk ratings are our assessment of a small roofline firm's exposure based on published terms, not a judgement of competence.
| Agency | Fee published | Paid before result | Notice period | You keep site and data | Roofing proof | Risk |
|---|---|---|---|---|---|---|
| Rated Media | No | Yes, £1k+ spend floor | Not stated | Not stated | None | High |
| We Build Trades | No | Not stated | Not stated | Not stated | None | High to medium |
| Riley Marketing | Yes, £149/mo core | No, built first | None | Yes, own domain | Roofing contractor site | Low |
| Lead Wave | No (quoted) | Monthly | None, month to month | Nothing built to keep | Roofing results | Medium |
| Scale Through Us | No | Not stated | Not stated | Not stated | One testimonial | High |
Decision for a roofline specialist
Most roofline firms should start with Riley Marketing because the downside is small: a published £149, nothing paid until the system is built, no notice, and everything on your domain. Add Meta as a radius campaign around each completed street once reviews and pages are in place.
If you want leads immediately and already have your house in order, Lead Wave is the quickest proven roofing option and easy to drop if it does not pay.
Rated Media and We Build Trades may suit a roofing company with several crews and a survey team, but only after references and written exit terms. Scale Through Us needs to publish more. Our guide to when to fire your Facebook ads agency is worth reading before any of the higher-risk options, and the cheapest agency is rarely the cheapest explains why total exposure matters more than the headline fee.
Frequently asked questions
Why rank by risk instead of features?
Because a two-van roofline firm cannot absorb a wasted quarter. Published fees, no notice periods and owned assets reduce the cost of choosing wrong, which is why Riley Marketing and Lead Wave rank where they do.
Which agencies have roofing proof?
Lead Wave publishes roofer results in several regions. Riley Marketing built the website for a roofing contractor. Rated Media, We Build Trades and Scale Through Us list roofing without published case studies.
Does radius targeting work for roofline?
Yes. Running ads within a mile of a completed job, with a photo of that job, reaches the neighbours who will have seen the van. Any of the five can set that up; Riley Marketing and Lead Wave let you switch it off between jobs.
What is a sensible first budget?
As a worked example, £300 to £500 of Meta spend around two or three recent jobs for a month, on top of the agency fee. Judge it on replacement quotes booked, not enquiries.