Key takeaways
- Format: Feature callouts combined with a quiz-style home size selector.
- Best for: Roofing and home improvement lead generation on Meta Stories and Reels.
- Hook: Answers the first question every homeowner has: what will it cost?
- Reuse it: Swap home sizes for any pricing variable your service depends on.
Available sizes
What is a feature callout ad?
A feature callout ad is a static image that shows a single product with short text labels pointing to its key features or benefits, usually joined to the product by thin lines. It explains several selling points at a glance without a long caption, which is why it's common for supplements, skincare, electronics and kitchenware.
See all feature callouts ads →Why this feature callouts ad works
- 01
Leads with the price question
Cost is the biggest barrier for a roof replacement. Promising to show pricing grabs attention from homeowners actively researching.
- 02
Quiz cards invite interaction
The three size options look like buttons, so viewers mentally pick one. That small commitment makes the click feel like the natural next step.
- 03
Self-qualifying segmentation
Home size brackets help the advertiser route leads to the right landing page or estimate range, improving lead quality.
- 04
Trust signals close the gap
Quality, weather resistance and expert installation callouts address the main fears of a big-ticket home purchase in one glance.
Full creative breakdown
Who this ad targets
This ad targets US homeowners, typically 40 to 70, who own a detached house and are thinking about replacing an aging roof. They are price-aware and early in the buying journey, researching what a new roof might cost before talking to a contractor. The home-size selector speaks to owners of one to three story homes, from smaller ranch houses to larger family homes. It also appeals to people worried about storm damage and seasonal weather who want a durable, long-term solution installed properly.
Copywriting analysis
The headline mirrors a search query homeowners actually type, which makes the ad feel like an answer rather than a pitch. Highlighting "new roof costs" in red puts the payoff front and center. The follow-up question "How big is your home?" shifts the tone from advertising to consultation and starts a dialogue. Size brackets use plain numbers instead of jargon, so anyone can self-identify instantly. The CTA "Check pricing" is low-commitment and promises information rather than a sales call. Supporting lines like "Built to last" and "Done right the first time" are short benefit statements that reduce risk without cluttering the layout.
Visual design
A split composition places a black text panel on the left and a real home photo on the right, blending through a soft gradient. Red is used sparingly for the key headline words, icons and button, creating a clear path for the eye from question to CTA. Outlined cards with house icons make the options instantly scannable. The bottom icon row uses thin dividers for a structured, premium feel. White sans-serif type on black keeps everything legible on small mobile screens.
How to adapt this template for your brand
- Start with the most common pricing question in your industry as the headline.
- Pick the one variable that drives price (size, rooms, square meters) and turn it into 3 tappable cards.
- Use simple icons that scale with each option to show the difference visually.
- Add a single high-contrast CTA button such as Check pricing or See my price.
- Finish with three trust callouts and a real photo of the finished result.
Tips for roofing ads on Meta
Built for Meta Stories and Reels, this format works best with a lead form or a quiz landing page where the selected home size carries through, so the click feels continuous. Keep key text inside the safe zone away from the top and bottom 14% of the frame. Test each home size as a separate deep link to measure which segment converts best. Pair it with interest targeting around home ownership and home improvement, and retarget visitors who did not complete the estimate.
About this creative
This vertical Erie Home ad opens with a bold two-line headline, "Here's what a new roof costs," with the second line set in a deep red. A thin divider leads into a direct question: "How big is your home?" Below it, three outlined cards stack vertically, each with a red house icon and a size bracket: 1 story under 1,500 sq. ft., 2 story 1,500 to 3,000 sq. ft., and 3 story over 3,000 sq. ft. These cards look like tappable answers, turning the ad into a mini quiz. A solid red "Check pricing" button with an arrow sits underneath. The bottom strip carries three icon callouts: Premium Quality, Weather Resistant and Expert Installation, each with a short supporting line. The left side is a black panel for legibility, while the right side fades into a photo of a two-story home with a fresh dark roof under a blue sky, showing the end result the homeowner is shopping for.
Meta ad · 338 × 600 · Roofing
Roofing Ad Template: Here's What a New Roof Costs
This Erie Home roofing ad uses a feature callouts format built around a home-size selector. Viewers pick one, two or three stories to check pricing, while three icons stress quality, weather resistance and expert installation. Use it as a template for high-intent lead generation in Meta Stories and Reels.
Added
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Details
Ad copy
Primary text
Wondering what a new roof really costs? Pick your home size and see pricing for a premium metal roof from Erie Home – the nation's most trusted roofing solutions since 1976.
Description
Premium quality. Weather resistant. Expert installation.
On-image text
Here's what a new roof costs | How big is your home? | 1 story under 1,500 sq. ft. | 2 story 1,500 - 3,000 sq. ft. | 3 story 3,000 + sq. ft. | Check pricing → | PREMIUM QUALITY Built to last. | WEATHER RESISTANT Protection in every season. | EXPERT INSTALLATION Done right the first time.
Headline ideas for this template
- 1What does a new roof cost for your home?
- 2Pick your home size, see your roof price
- 3New roof pricing in 10 seconds
- 41, 2 or 3 stories? Get your roof estimate
- 5Find out your new roof cost today
Meta image ad specs
| Placement | Ratio | Size (px) |
|---|---|---|
| Feed | 1:1 or 4:5 | 1080×1080 / 1080×1350 |
| Marketplace | 1:1 | 1200×1200 |
| Messenger inbox | 1:1 | 1200×1200 |
| Stories & Reels | 9:16 | 1080×1920 |
This template is 1:1. Request 4:5 or 9:16 to cover all placements.
