Two campaigns. One launch window. Retail drives insurance-backed replacements, GoNano opens a new category at 1/8th the ticket. Here is the full plan for Nick to approve before 10 AM ET.
| Daily budget | $50/day |
|---|---|
| Target CPL | <$35 by day 7, scale under $25 |
| Kill CPL | >$60 for 3 consecutive days |
| Primary creative | AD01 Free Roof Program (Round 2 regen) |
| Primary offer | Free roof inspection + insurance eligibility check. You may qualify for a fully covered replacement. |
| Daily budget | $40/day |
|---|---|
| Target CPL | <$45 by day 10, scale under $35 |
| Kill CPL | >$80 for 3 consecutive days |
| Primary creative | gonano-01-price-shock.mp4 (VEO 3.1 Pro) |
| Primary offer | Skip the $22K replacement. Nano-coat your roof for $2,800 and add 15 years. |
Free No-Pressure Roof Inspection + Free Roof Program eligibility check
Insurance-driven replacement. Free drone plus ground inspection, detailed photo damage report, insurance claim assistance, eligibility review for storm-damage replacement (often $0 out of pocket minus deductible).
Urgency Storm season inspections booking 2 to 3 weeks out. Get on the calendar before May.
Why this outperforms: Audit shows "Fall Roof Savings" hit $17.50 CPL and "Program" creative hit $19.12 CPL. Insurance angle beat discount angle by 4x in historical data.
| Age | 50-65+ (audit: Males 65+ = $39.51 CPL, 55+ = 71.8% of leads) |
|---|---|
| Gender | All, slight male lean via creative |
| HH Income | $60K+ (exclude bottom 25% of zips) |
| Homeownership | Likely homeowners (Meta behavior) |
| Property age | 15+ years (inferred) |
| Interests (OR) | Home improvement, HGTV, This Old House, Bob Vila, Roofing, Home repair, Homeowners insurance |
| Behaviors | Engaged shoppers (home services), Home improvement researchers, Homeowners with 15+ year old homes |
| Exclusions | AccuLynx customer list, existing 30d Meta leads, competitor employees, OH, IN, all non-MI states |
| Advantage Audience | OFF for broad ad set, ON for Advantage+ ad set |
| Objective | Leads (OUTCOME_LEADS) |
|---|---|
| Campaign type | Standard CBO + one Advantage+ Lead Gen child (replicates $24.56 CPL winner) |
| Optimization event | Lead (form submit) |
| Conversion window | 7-day click, 1-day view |
| Bid strategy | Lowest Cost, no cap for 7 days. Switch to Cost Cap @ $35 after 50 conversions. |
| Daily budget | $50/day ($30 Advantage+ broad + $20 Manual 55+ Reels/Stories) |
| 7-day test | $350 |
| Full 30-day | $1,500 |
| Placements (manual set) | FB Reels, FB Stories, IG Reels, IG Stories ONLY. Exclude Feed (FB Feed was $60.70 CPL in audit). |
| Schedule | Launch Wed Apr 22, 2026 at 10:00 AM ET. Test window 7 days. Decision Apr 29. |
Round 2 regen. Insurance-driven free replacement angle with real ARS logo.
Policy review angle. Most MI homeowners have wind and hail coverage they do not know about.
Monetary framing. Your insurance policy is a paycheck most homeowners leave unclaimed.
Authority angle. Free comprehensive roof report with drone imagery.
Local trust angle. 500+ 5-star reviews from Michigan neighbors.
Original V1 static of Free Roof Program concept.
Primary destination is Meta Instant Form, not a landing page. Audit showed 40% higher conversion on mobile Meta traffic.
Storm damage in the last 2 years? Your insurance may cover 100% of a full replacement. Most homeowners don't realize their policy qualifies them for a new roof. They just pay the deductible. Arrow Roofing Services handles the entire claim process: โ Free drone + ground inspection โ Direct adjuster communication โ Lifetime workmanship warranty โ Owens Corning Platinum Preferred (top 1% nationally) 500+ 5-star reviews from your Michigan neighbors. Book your free inspection before storm season hits. Spots filling fast.
Most Michigan homeowners have wind and hail coverage they do not know about. We will review your policy free, no pressure, no upsell. If you're covered, we handle everything with your adjuster.
| Time | Action | Owner |
|---|---|---|
| 0 min | Auto-SMS: "Hi {first}, thanks for reaching out to Arrow Roofing! A team member will call within 5 minutes." | GHL workflow |
| 0 min | Auto-email: Welcome + what to expect + Google reviews | GHL workflow |
| 0 min | Push + SMS to rep: "๐จ New Meta lead. Call now." | GHL |
| 5 min | If no Called status, escalate to manager | GHL |
| 15 min | First human call attempt | Assigned rep |
| 1 hr | Auto-SMS #2: "We just tried reaching you. Reply with a good time?" | GHL |
| Day 1 | 2nd human call (different time of day) | Assigned rep |
| Day 2 | Auto-email: before/after gallery | GHL |
| Day 3 | 3rd human call attempt | Assigned rep |
| Day 5 | Auto-SMS: "Still want that free inspection? One spot open Thursday." | GHL |
| Day 7 | Final call attempt | Assigned rep |
| Day 10+ | Move to long-term nurture (weekly tips) | GHL |
| Metric | Launch target | Scale trigger | Kill trigger |
|---|---|---|---|
| CPL | <$35 by day 7 | <$25 for 3 days | >$60 for 3 days |
| CTR | >2.0% | N/A | <0.8% after 5K impressions |
| Frequency | <2.5 | N/A | >3.5 (creative fatigue) |
| Lead quality | >50% qualified | >60% | <30% |
| Zero leads after $150 spend | PAUSE ad | N/A | N/A |
Save $22K. Skip the Replacement. Nano-Coat Your Roof for ~$2,800 and Add 15 Years.
Free roof eligibility inspection, fixed-price GoNano treatment quote, 15-year performance warranty, 1-day application with zero mess.
Urgency Spring application window closes mid-June. Booking 6-week leadtime.
Why this outperforms: Nano-coating is category-defining in MI, very few competitors. Males 65+ ($39.51 CPL) is the same homeowner who wants to avoid a 5-figure replacement. The price shock visual is a stop-scroll hook.
| Age | 45-65+ (slightly younger than Retail; 10-20yr old roof research audience) |
|---|---|
| Gender | All |
| HH Income | $75K+ (premium-conscious decision) |
| Homeownership | Likely homeowners, property value $200K+ |
| Property age | 10-20 years ideal (roof still savable) |
| Interests (OR) | Home improvement, Roofing, Eco-friendly products, Green building, This Old House, DIY Network, Home preservation |
| Behaviors | Engaged shoppers, Home improvement researchers, Recently researched "roof replacement cost", "roof coating", "roof lifespan" |
| Exclusions | AccuLynx customer list, existing 30d Meta leads, competitor employees, all non-MI states |
| Advantage Audience | ON (GoNano is unknown category, let Meta find curious people) |
| Objective | Leads (OUTCOME_LEADS) |
|---|---|
| Campaign type | Advantage+ Lead Gen (single campaign) |
| Optimization event | Lead (form submit) |
| Conversion window | 7-day click, 1-day view |
| Bid strategy | Lowest Cost, no cap (let Meta explore new category) |
| Daily budget | $40/day |
| 7-day test | $280 |
| Full 30-day | $1,200 |
| Placements | Advantage+ Placements (auto). Video-friendly: IG Reels + FB Reels dominant in historical winners. |
| Schedule | Launch Wed Apr 22, 2026 at 10:00 AM ET. Test window 10 days. Decision May 2. |
VEO 3.1 Pro, 9:16 vertical, 5-8s. The stop-scroll $22K vs $2,800 hook.
Contrarian insider angle. "What your roofer won't tell you."
Before/after timelapse of weathered roof becoming coated.
Applicator at work. Proves the "1-day, zero mess" claim.
Paired static companion to the price-shock video. $22K vs $2.8K visual.
Same CF Worker endpoint. Tag: "Meta Lead", "GoNano". GHL workflow: "New GoNano Meta Lead" (separate from Retail).
Most Michigan homeowners don't know this exists. GoNano is a molecular roof coating that adds 15 years to your current roof for ~$2,800. Not a replacement. Not a patch. A scientific nano-treatment that bonds to your shingles and seals out water, UV, and hail damage. โ 1-day application โ Zero mess, zero disruption โ 15-year performance warranty โ Arrow Roofing is the only authorized installer in SE Michigan Your roof doesn't need to die. It needs GoNano. Free eligibility inspection. Booking through mid-June only.
Most roofers make money on replacements. So they won't tell you about a product that adds 15 years for $2,800. We do both at Arrow, and we'll tell you honestly which one your roof actually needs.
| Time | Action | Owner |
|---|---|---|
| 0 min | Auto-SMS: "Thanks for checking out GoNano! Quick question on call: is your roof 10-20 yrs old? That's our sweet spot." | GHL workflow |
| 0 min | Auto-email: Welcome + GoNano explainer video + FAQ (not a paint, not a warranty voider) | GHL workflow |
| 0 min | Push + SMS to rep: David primary, Corbin/Caleb overflow | GHL |
| 15 min | First human call (eligibility-first pitch) | David |
| Day 2 | Auto-email: before/after gallery from GoNano-treated MI roofs | GHL |
| Day 5 | Auto-SMS: "Still thinking? May schedule 80% booked. Want us to hold a spot?" | GHL |
| Day 7 | Final call attempt | Assigned rep |
| Day 10+ | Long-term nurture | GHL |
| Metric | Launch target | Scale trigger | Kill trigger |
|---|---|---|---|
| CPL | <$45 by day 10 (higher: new category) | <$35 for 5 days | >$80 for 3 days |
| CTR | >1.8% | N/A | <0.8% after 5K impressions |
| Frequency | <2.5 | N/A | >3.5 |
| Lead quality | >40% qualified | >55% | <25% |
| Zero leads after $200 spend | PAUSE ad | N/A | N/A |
Targeting 55 to 65 MI homeowners with the insurance angle.
Why it wins: The historical $19.12 CPL winner was Program creative + Advantage+ structure. AD01 is the direct modern replacement. Insurance/free replacement angle is the #1 conversion driver in home improvement with an aging-roof pain point. Paired with Meta Instant Form (not LP) to match the 685-lead historical funnel.
Targeting 45 to 65 MI homeowners with 10 to 20 year old roofs.
Why it wins: Video beat static in audit data (Reels = 58% of leads). Price shock hooks the exact pain GoNano solves (replacement sticker shock). VEO 3.1 Pro quality is production-grade so ad rejection risk is low. "$22K vs $2.8K" is a stop-scroll number.