Roofing Company Video Ads on Meta: Storm-Season Rules

Short answer: Plan roofing video ads before your local storm season, not after the first hail. On Meta, a roofing ad from a US business may belong in the Housing Special Ad Category, because Meta's list names "housing repairs." That category changes your targeting: no ZIP codes, no excluded areas, and a wider radius around a city. Your lead form also can't ask about a homeowner's insurance company or policy.

Key Takeaways

Point	Details
Plan before the storms	Our home services page suggests starting "before your local storm season." NOAA says "the Atlantic hurricane season runs from June 1 to November 30."
Roofing can count as housing	Meta's Housing category covers ads for "a housing opportunity or related service," including "housing repairs."
Targeting gets wider	In these campaigns, Meta says you can't target "by ZIP code or postal code" and "can't exclude locations."
No insurance questions in forms	Meta prohibits instant form questions about "insurance company name, plan details, usage or policy numbers."
Say who you are	Meta: "Ads must clearly represent the company, product, service, or brand that is being advertised."

When should a roofing company run storm-season ads?

Before the storms, in most markets. Homeowners who lose shingles in a storm call someone fast. The roofer they have already seen has a head start.

On our home services page, we describe the roofing busy season as "Summer, plus your local storm season: hail in late spring and early summer, hurricanes from June 1 to November 30." Our suggested start is "Before your local storm season: around March in the southern Plains, April to May farther north, and spring on the Gulf and Atlantic coasts."

The hurricane dates come from NOAA's National Hurricane Center, which says "the Atlantic hurricane season runs from June 1 to November 30."

So early November is a good time to plan, not to panic. Use the quiet months to film your crew, collect real job photos and set up your campaigns. Then the ads are ready when your season starts.

Is a roofing ad a housing ad on Meta?

It can be. Check before you launch.

Meta's help page on choosing a Special Ad Category says the Housing category covers "ads that promote or directly link to a housing opportunity or related service, including but not limited to listings for the sale or rental of a home or apartment, homeowners insurance, mortgage insurance, mortgage loans, housing repairs and home equity or appraisal services."

Roof repair and roof replacement sound like housing repairs to us. Meta's separate page about housing ads gives a shorter list of examples that doesn't name repairs, and Meta says its examples are "not a comprehensive list" and do "not constitute legal advice." Our view: if your ad offers roof repair to US homeowners, choose the Housing category unless you have a clear reason not to.

Who has to choose a category? Meta says you may need one if "you're an advertiser in the United States," or your audience is in the United States, Canada or certain parts of Europe. It also says: "If you meet the qualifications above and don't choose a Special Ad Category, your ad may be rejected."

Two things that don't change: Meta says "choosing a Special Ad Category doesn't impact how long it takes for us to review your ads," and your targeting doesn't "become limited to only people interested in housing opportunities."

If your ad promotes financing, such as monthly payments on a new roof, Meta's financial products and services category may apply. Check which category fits each ad. Its US list includes "0% APR installment payments, including buy now, pay later (BNPL) and in-house installment payments." We covered that in our home services video ads guide.

What changes in your targeting?

Quite a lot. Meta's page on audiences for housing, employment and financial campaigns sets the limits.

• Locations: "You can target your ads to people by geographic location (such as country, region, state, province or city), but not by ZIP code or postal code. You also can't exclude locations."
• Wider radius: Meta's example: "if you want to reach people in the US who live in the city of Seattle, your audience will also include people within a 15-mile radius of Seattle's city center."
• Age and gender: ages are "generally fixed to include ages 18 through 65+," and "audiences must include all genders."
• Lookalikes: "Advantage+ lookalike is unavailable."
• Saved audiences: "If you use a saved audience, it will be updated to comply."

Meta's guidance is simple: "We encourage you to broaden—not restrict—your audience." Its policy on discriminatory practices adds that "opportunities presented in these types of ads must be inclusive and extended to all groups of people."

What this means for a roofer, in our view: you can't draw a tight box around the neighborhoods a storm hit. Your ad will reach people outside your service area. So say your service area clearly in the video and in the caption. People outside it will then skip the ad instead of calling.

If the Locations option looks locked, Meta says to "check that you have full access to the ad account and that your Special Ad Category settings allow location selection."

What should a storm-season roofing video show?

Show who you are and what you do. Skip the fear.

Meta's Advertising Standards say "Ads must clearly represent the company, product, service, or brand that is being advertised," and "The products and services promoted in an ad must match those promoted on the landing page." They also say advertisers must not use targeting options "to engage in predatory advertising practices."

These are the parts we put in a roofing video. They are our view, not Meta rules:

• Your real crew and trucks. Your name on the truck, in your town.
• A real job. A finished roof or a repair, shown with the owner's permission.
• Your service area. Name the cities you cover, out loud and on screen.
• One clear offer. For example, a roof inspection after a storm. Make sure the landing page offers the same thing.
• A calm voice. Storm damage is stressful. Explain what happens next instead of pushing panic.

If you have good job photos but no video yet, Meta said on October 6, 2026: "In Advantage+ creative, advertisers and agencies can now generate video from existing static assets, a feature that is now generally available." Watch every result before it runs, because it can only use what you give it.

Can your lead form ask about insurance?

No. Many storm repairs involve an insurance claim, so this one trips roofers up.

Meta's list of questions prohibited on instant forms includes "insurance information including, but not limited to, insurance company name, plan details, usage or policy numbers." Meta adds: "If your instant form includes any questions that are found to violate the Advertising Standards, your lead ad will not run."

The Advertising Standards give two examples of what not to ask: fields requesting "a person's insurance company name or details," and fields "inquiring whether a person is insured or carries certain forms of insurance."

Our view: ask for the basics in the form, such as name, phone, address and what they see on the roof. Talk about insurance on the phone or at the inspection, where you can explain the process properly.

What does a real workflow look like?

Example workflow (placeholders, not client results):

Our homepage says: "We create and manage your Meta and Facebook campaigns, ad sets, and ads, and report what each one returned." And: "You approve the creative, we run everything else." Here is how a storm-season plan can look.

[Business Name] is a roofing company in [City]. Its storm season usually starts in [Month].

1. Strategy call. We confirm the service area, the offer and when [Month] storms usually arrive.
2. Category check. Before anything launches, we check which Special Ad Category fits each ad, such as Housing for a repair offer, and set it in Ads Manager.
3. Creative. In our words from the /dfy page: "You send us your website and your offer. We handle the script, the production and the delivery. You approve the cut, and we put it on air across the channels in your plan."
4. Two videos. Video A shows the crew and the service area. Video B shows one real finished job.
5. Lead form. Name, phone, address and a short damage question. No insurance questions.
6. Season review. We compare the leads with the owner's call log and [X] booked inspections, then plan for the next season.

Results vary with your offer, your market and how Meta delivers your ads. Where streaming TV or streaming radio fits your plan, we place it through media partners.

Book a growth strategy call and we will look at your service area and storm season, and tell you plainly whether we are a fit.

FAQ

Do roofing ads have to use Meta's Housing Special Ad Category?

Meta's Housing category names "housing repairs" in its list of examples, and Meta says US advertisers who should choose a category but don't may have their ads rejected. Our view: if you offer roof repair to US homeowners, choose Housing.

Can I target ZIP codes with roofing ads on Meta?

Not in a Housing Special Ad Category campaign. Meta says you can target by country, region, state, province or city, "but not by ZIP code or postal code," and you can't exclude locations.

Why do my roofing ads reach people outside my service area?

In these campaigns, Meta adds an expanded radius to city audiences. Its Seattle example adds people within 15 miles of the city center. Name your service area clearly in the video and caption.

Can my Facebook lead form ask if the homeowner has insurance?

No. Meta prohibits instant form questions about insurance information, including the insurance company name, plan details or policy numbers. Lead ads with those questions will not run.

When should a roofer start storm-season ads?

Before your local storm season. Our home services page suggests around March in the southern Plains, April to May farther north, and spring on the Gulf and Atlantic coasts.

Sources

Sourced:

• Meta Business Help Center, "How to Choose a Special Ad Category" (living page): https://www.facebook.com/business/help/298000447747885
• Meta Business Help Center, "About ads for housing" (living page): https://www.facebook.com/business/help/1198401317374558
• Meta Business Help Center, "About Audiences for Housing, Employment or Financial Products and Services Campaigns" (living page): https://www.facebook.com/business/help/2220749868045706
• Meta Business Help Center, "About ads for credit" (financial products and services; living page): https://www.facebook.com/business/help/567423788405762
• Meta Business Help Center, "How to choose locations for your ad" (living page): https://www.facebook.com/business/help/365561350785642
• Meta Business Help Center, "About Meta's Advertising Policy on Discriminatory Practices" (living page): https://www.facebook.com/business/help/136164207100893
• Meta Business Help Center, "Questions Prohibited on Your Instant Form" (living page): https://www.facebook.com/business/help/219356599612120
• Meta Transparency Center, "Introduction to the Advertising Standards" (living page): https://transparency.meta.com/policies/ad-standards
• Meta for Business, "Advertising Week New York 2026: New AI Capabilities to Guide Campaigns and Reach Customers" (October 6, 2026): https://www.facebook.com/business/news/advertising-week-new-york-2026
• NOAA National Hurricane Center, "Tropical Cyclone Climatology" (living page): https://www.nhc.noaa.gov/climo/
• Quick Ad Video, home services page (living page): quickadvideo.com/industries/home-services (linked above)
• Quick Ad Video, homepage (living page): https://quickadvideo.com/
• Quick Ad Video, done-for-you page (living page): quickadvideo.com/dfy (same page as the call link above; not linked twice)

All pages read October 30, 2026.