Usually both. Google Ads reach homeowners who are searching for a roofer right now, like after a leak or a storm. Facebook and Instagram ads reach homeowners in your area before they start searching. Together they keep your estimate calendar fuller than either one alone.
Google Ads
Best for urgent, high-intent searches such as roof repair, roof leak or roof replacement near me.
Facebook and Instagram
Best for reaching homeowners in the neighborhoods you want to work in, including after storms.
What Matters More Than the Platform
How fast someone answers the lead. ELSA runs both and answers every lead in under 5 minutes. You pay Google and Meta directly.