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This is the first winter that I have had chickens so this is new to me also. I mostly gather my info from this site or other places on the web. If the inside of your coop is getting to 20° I would use a heat lamp of 200 - 250 watts still above the roosts cause of it being the coldest...
Here's my 2 cents....
I would put it over the roosts, But you said it was insulated so keep a thermometer in there and check the temps it maybe possible that you won't need a heat lamp. Just a regular light bulb may give you the help you need.