🏹 ARS Meta Ads Launch — Apr 2026

Creative Review + Campaign Brief for Trenton & Nick | 26 Creatives Scored

📋 Campaign Brief

Two Campaigns, One Goal: Fill the Sales Calendar

Campaign	Offer	Daily Budget	Audience	Objective
Retail Lead Gen	Free drone + ground roof inspection	$50/day CBO	MI homeowners 30-65+, Advantage Audience	Lead Gen (Instant Form)
GoNano Lead Gen	GoNano coating, ~$2,800 vs $22K replacement	$40/day CBO	MI homeowners 45-65+, Advantage Audience	Lead Gen (Instant Form)

Why Now

Storm season starts May — highest intent window for roof inspections
GoNano is brand new to market, Arrow is the only authorized SE Michigan installer
Historical ARS Meta performance: $33K spend → 685 leads → $49 CPL (Jun-Oct 2025)
Target CPL: $35-45 Retail, $40-55 GoNano

Funnel

Meta Ad → Instant Form (4 qualifying Qs) → CF Worker webhook → GHL contact + auto-SMS/call → Sales rep follow-up within 5 min

Creative Strategy

Day 1: Launch with 2 primaries per campaign. Let Advantage+ optimize.
Day 3: Add carousel/educational creative if CPL is above target.
Day 5: Rotate in backups for any creative with frequency > 2.5.
Kill rule: Pause any ad set at $75 spend with 0 leads.

Key Decisions

Michigan geo targeting (key 3865), ages 30-65+ Retail / 45-65+ GoNano
No income targeting (Meta deprecated it for housing ads)
Advantage Audience ON for GoNano, standard for Retail
All campaigns start PAUSED — Nick flips live after form IDs are wired

🏆 Recommended Day 1 Lineup

GoNano Primary: $25K vs $5K Price Comparison

10/10DAY 1 PRIMARY

Specific numbers. Real photography. Arrow branding on both halves. "Same Home. Different Experience." Zero neon = no throttle risk. This is THE ad.

Retail Primary: Built to Protect. Built to Last.

9/10DAY 1 PRIMARY

Beautiful dusk home shot. Logo integration, Michigan bar at bottom = geo anchoring. Premium feel that builds trust instantly.

GoNano Secondary: Family Before/After — "Protected in Any Storm"

9.5/10DAY 1 SECONDARY

Emotional, instantly readable, Arrow + GoNano dual branding. Sells peace of mind. Best family creative in the entire set.

Retail Secondary: Aerial — One House Survived

9/10DAY 1 SECONDARY

Pattern-breaking in a Meta feed. Real-looking storm aerial + subtle purple halo on surviving roof. Tells the whole story without text.

📱 Meta Ad Previews — IG Reels + FB Feed

Live mockups of the 4 top picks as they'll appear in feed. Overlay text, CTAs, and primary copy locked in. These are the actual ad units I'll build via Meta Marketing API once Lead Gen TOS is accepted.

Reels📷

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1.2K

💬

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arrowroofingservices ✓

Sponsored

Most MI homeowners don't know this exists. Skip the $22K replacement. 🔥 See eligibility ↓

Learn More→

📱 IG REELS (9:16)

Arrow Roofing Services ✓

Sponsored · 🌐

Skip the $22K roof replacement. GoNano adds 15 years to your current roof for about $2,800. 1-day application, zero mess, 15-year warranty.

Skip the $22K Roof Replacement

Free eligibility check. Michigan only.

Learn More

👍 Like💬 Comment↗ Share

📘 FB FEED (1:1)

🥇 GoNano Primary

GONANOPRIMARY · DAY 1

Headline

Skip the $22K Roof Replacement

Primary Text

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. ✓ 1-day application ✓ Zero mess, zero disruption ✓ 15-year performance warranty ✓ Arrow Roofing is the only authorized installer in SE Michigan Free eligibility inspection. Booking through mid-June only.

Description

Free eligibility check. Michigan only.

CTA

Learn More → Instant Form (ARS | GoNano | Apr 2026)

Placements

IG Reels (9:16), IG Feed (4:5), FB Feed (1:1), FB Reels (9:16), IG Stories (9:16)

Reels📷

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892

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arrowroofingservices ✓

Sponsored

Storm damage in last 2 years? You may qualify for a 100% covered roof. Free inspection →

Get Quote→

📱 IG REELS (9:16)

Arrow Roofing Services ✓

Sponsored · 🌐

Michigan homeowners: if your roof has storm damage in the last 2 years, your insurance may cover 100% of a full replacement. Most don't know.

You May Qualify for a Free Roof

Free inspection. No obligation.

Get Quote

👍 Like💬 Comment↗ Share

📘 FB FEED (1:1)

🥇 Retail Primary

RETAILPRIMARY · DAY 1

Headline

Michigan Homeowners: You May Qualify for a Free Roof

Primary Text

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: ✓ Free drone + ground inspection ✓ Direct adjuster communication ✓ Lifetime workmanship warranty ✓ 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.

Description

Free inspection. No obligation. Insurance claim experts.

CTA

Get Quote → Instant Form (ARS | Retail | Apr 2026)

Placements

IG Reels (9:16), IG Feed (4:5), FB Feed (1:1), FB Reels (9:16), IG Stories (9:16)

Reels📷

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1.4K

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arrowroofingservices ✓

Sponsored

Your family stays safe and dry. In any storm. GoNano. Only from Arrow Roofing.

Learn More→

📱 IG REELS (9:16)

Arrow Roofing Services ✓

Sponsored · 🌐

A failing roof doesn't just cost money, it puts your family at risk. GoNano is a 1-day nano treatment that protects your home for 15 more years. About $2,800.

Protected in Any Storm

GoNano. Only from Arrow.

Learn More

👍 Like💬 Comment↗ Share

📘 FB FEED (1:1)

🥈 GoNano Secondary — Family Angle

GONANOSECONDARY · DAY 1

Headline

Protected in Any Storm

Primary Text

A failing roof doesn't just cost money, it puts your family at risk. GoNano is a 1-day molecular coating that protects your current roof for 15 more years, for about $2,800. Arrow Roofing is the only authorized installer in SE Michigan. ✓ Keeps your family safe and dry ✓ Seals out water, UV, hail damage ✓ Zero mess, zero disruption ✓ 15-year performance warranty Free eligibility inspection. Your roof doesn't need to die.

Description

GoNano. Only from Arrow Roofing.

CTA

Learn More → Instant Form (ARS | GoNano | Apr 2026)

Placements

IG Reels (9:16), IG Feed (4:5), FB Feed (1:1), FB Reels (9:16), IG Stories (9:16)

Reels📷

♡

2.1K

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138

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arrowroofingservices ✓

Sponsored

One roof survived. The rest didn't. Free policy review, most MI homeowners qualify.

Get Quote→

📱 IG REELS (9:16)

Arrow Roofing Services ✓

Sponsored · 🌐

Most Michigan homeowners have wind and hail coverage they don't know about. Free policy review, no pressure, no upsell. If you're covered, we handle everything with your adjuster.

Is Your Roof Covered? Free Policy Review.

No pressure. No upsell.

Get Quote

👍 Like💬 Comment↗ Share

📘 FB FEED (1:1)

🥈 Retail Secondary — Storm Resilience

RETAILSECONDARY · DAY 1

Headline

Is Your Roof Covered? Free Policy Review.

Primary Text

Most Michigan homeowners have wind and hail coverage they don't know about. We'll review your policy free, no pressure, no upsell. If you're covered, we handle everything with your adjuster. ✓ Free drone + ground inspection ✓ Direct adjuster communication ✓ Lifetime workmanship warranty ✓ Owens Corning Platinum Preferred 500+ 5-star reviews from your Michigan neighbors.

Description

No pressure. No upsell. Just honest answers.

CTA

Get Quote → Instant Form (ARS | Retail | Apr 2026)

Placements

IG Reels (9:16), IG Feed (4:5), FB Feed (1:1), FB Reels (9:16), IG Stories (9:16)

🎠 Carousel / Mixed-Media Ad Concepts

3 carousel variations that weave the hail videos + macro statics together. Meta Feed carousels cap at 10 slides, swipe-through. Video slides can go anywhere in the sequence. Each tells a 3-act story: problem → science → solution.

🎠 Carousel A: "The Storm Sequence" (5 slides)

Arc: Hook with drama → show impact → reveal science → show protection → close with CTA. Mix of video and static to keep swipe momentum.

▶ Video

HOOK"Hail season is coming."

▶ Video

IMPACT"This is what your roof feels."

🖼 Static

SHIELD"On a GoNano roof, hail deflects."

🖼 Static

SCIENCE"A molecular bond that outlasts storms."

🖼 Static

CTA"Pick your side. Free inspection."

HeadlineYour Roof vs. Michigan Hail

Primary TextStorm season is coming to Michigan. Hail + wind + UV destroy shingles faster than you think. GoNano is a molecular coating that bonds to your roof and deflects hail, seals out water, and adds 15 years of life. About $2,800 vs $22K for replacement. Arrow Roofing is the only authorized installer in SE Michigan. Free eligibility inspection.

CTALearn More → GoNano lead form

PlacementFB Feed (1:1 carousel), IG Feed (1:1 carousel). Not Reels (carousels don't run on Reels).

🎠 Carousel B: "Zoom In" (4 slides, macro-to-meta)

Arc: Zoom in from everyday storm → macro science → nano layer → real-world protection. Aspirational / delight angle, for the quality-focused homeowner who won't bite on fear.

▶ Video

PROBLEM"Every hailstone is a $10K risk."

🖼 Static

ZOOM IN"Your shingle is already fighting back."

🖼 Static

SCIENCE"GoNano bonds at the molecular level."

🖼 Static

RESULT"Water rolls off. Life rolls on."

HeadlineThe Science of a 15-Year Roof

Primary TextMost roof products sit on top of your shingles. GoNano bonds with them. It's a molecular coating that deflects hail, seals out water, blocks UV — without changing how your roof looks. 1-day application. 15-year warranty. About $2,800. Arrow Roofing is the only authorized installer in SE Michigan. Free inspection.

CTALearn More → GoNano lead form

PlacementFB Feed (1:1 carousel), IG Feed (1:1 carousel). Educational, skews 45+.

🎠 Carousel C: "Before / Science / After" (6 slides, price-anchored)

Arc: Show the problem → show the physics → drop the price bomb → close with dual proof. Highest-intent carousel, for homeowners who are already comparing quotes.

▶ Video

PROBLEM"Michigan hail doesn't care about your budget."

🖼 Static

PROOF"Watch what GoNano does to hail."

🖼 Static

IMPACT"Hail meets its match."

🖼 Static

SCIENCE"A molecular armor."

🖼 Static

PRICE"$22K replacement. Or $2,800 GoNano."

🖼 Static

CTA"Pick your side. Free eligibility check."

HeadlineSkip the $22K Roof. Bond the Molecules.

Primary TextStorm season is here. Your options are: pay $22K now, pay $22K later, or protect what you already have for $2,800. GoNano is a 1-day molecular coating that adds 15 years of life to your current roof. Only Arrow Roofing installs it in SE Michigan. Swipe through to see the science. Free eligibility check at the end.

CTALearn More → GoNano lead form

PlacementFB Feed (1:1 carousel), IG Feed (1:1 carousel). Best for retargeting (people who visited landing page but didn't convert).

👑 Retail Campaign v2 — "The Elite Roofer of SE Michigan"

🔄 Major Pivot: Retail Angle

Old: "Michigan Roof Programs / free roof via insurance" → attracts price-driven leads who ghost.

New: Arrow Roofing = SE Michigan's elite professional roofer. 3,000+ homes, 260+ 5-star reviews, Owens Corning Platinum Preferred. Attracts homeowners who value quality over price.

Hero Credibility Stack (consistent across all ads)

Claim	Treatment
3,000+ Michigan homes protected	Large stat overlay, gold/white typography
260+ 5-star Google reviews	5 gold stars + "260+ reviews" tag
Owens Corning Platinum Preferred	Top 1% nationally. OC badge prominent.
Lifetime workmanship warranty	Trust bar at bottom of ad
Licensed, insured, family-run	Geographic anchor — SE Michigan

Banned Words — Never Use in Retail Again

❌ "Free roof"
❌ "Insurance pays 100%"
❌ "You may qualify"
❌ "Program" or "Roof Program"
❌ "Storm damage in last 2 years"
❌ Michigan Roof Programs branding

Expected Performance Shift

Metric	Old Retail	New Elite Retail
CPL	$25-40	$40-55 (slightly higher)
Close rate	15-20%	30%+ (big jump)
Ticket size	Lower (budget shoppers)	Higher (quality shoppers)
Lead quality	Mixed	Much higher

6 New Ad Variants — Copy Draft

Full copy drafted. Once you approve, I generate 3-6 new statics via gpt-image-2 matching the Elite Brand visual style (premium homes, OC Platinum badge, 5-star stat overlays, no fear imagery).

🥇 AD-R1: "3,000 Homes. 260 Reviews. One Arrow." DAY 1 PRIMARYHeadlineSoutheast Michigan's Most Trusted Roofer
Primary Text3,000+ homes protected.
260+ 5-star reviews from your neighbors.
One Arrow.

Arrow Roofing Services has been doing roofs right in Southeast Michigan for over a decade. We're Owens Corning Platinum Preferred — the top 1% of installers nationally.

What that means for you:
✓ Lifetime workmanship warranty
✓ Factory-backed materials warranty
✓ The same crew start to finish
✓ No subcontracting, no ghosting
✓ Fully licensed and insured

Book your free inspection. We'll tell you honestly what your roof needs, what it doesn't, and what it'll cost. No pressure. No upsell.
DescriptionFree inspection. 260+ 5-star reviews. Licensed + insured.
CTAGet Quote
Visual BriefHero home shot at golden hour + overlay stats "3,000+ Homes / 260+ Reviews / Platinum Preferred"

🥈 AD-R2: "Why 260 Michigan Homeowners Left Us 5 Stars" DAY 1 SECONDARYHeadlineThe Roofer Your Neighbors Recommend
Primary Text"They showed up when they said they would, did exactly what they promised, and the roof looks incredible. I don't usually leave reviews but Arrow earned this one."
— Sarah M., Northville

260+ five-star reviews like Sarah's. 3,000+ homes protected. Zero shortcuts.

Arrow Roofing Services is Owens Corning Platinum Preferred — top 1% of roofers nationally. We don't subcontract. We don't ghost. We do it right the first time.

Free inspection. We'll walk every inch of your roof and give you a straight answer.
DescriptionFree inspection. 260+ 5-star reviews.
CTAGet Quote
Visual BriefHomeowner testimonial card, 5 gold stars visible, real-looking portrait of SE Michigan homeowner

🥈 AD-R3: "Owens Corning Picks 1% of Roofers. We're One of Them." DAY 1 SECONDARYHeadlinePlatinum Preferred. Southeast Michigan's Best.
Primary TextOwens Corning only awards Platinum Preferred status to the top 1% of roofers in the country.

Arrow Roofing Services is one of them.

That's not a sticker we bought. It's earned through 3,000+ completed homes, 260+ five-star reviews, and zero warranty claims. Every shingle we install comes with both our lifetime workmanship warranty and Owens Corning's factory warranty — backed by a company that's been making roofing materials for 85+ years.

Free inspection. Let us show you why SE Michigan keeps calling us back.
DescriptionPlatinum Preferred. Lifetime warranty. Licensed + insured.
CTAGet Quote
Visual BriefOwens Corning Platinum Preferred badge prominent + premium SE Michigan home in background

AD-R4: "Not the Cheapest. The Best." DAY 4 BACKUP

Headline

Why Pay For It Twice?

Primary Text

A cheap roof installed wrong costs you twice: once when you pay for it, again when you pay to fix it. Arrow Roofing Services has been Southeast Michigan's professional roofer for a decade. 3,000+ homes. 260+ 5-star reviews. Owens Corning Platinum Preferred. We're not the cheapest quote you'll get. We're the last one you'll need. ✓ Lifetime workmanship warranty ✓ The same crew start to finish ✓ Licensed and fully insured ✓ Clean job site, every time Free inspection. Get a real quote from a real roofer.

Visual Brief

Contrast split — cheap failing roof vs premium Arrow install

AD-R5: "Your Neighbors Already Called Us" DAY 4 BACKUP

Headline

260+ Michigan Homeowners Agree

Primary Text">Primary Text

There's a reason Arrow Roofing has 260+ 5-star Google reviews from your Michigan neighbors. We show up on time. We do what we said we'd do. We clean up. We warranty our work for life. We don't subcontract to a crew we've never met. 3,000+ homes protected. Southeast Michigan's Owens Corning Platinum Preferred installer. Licensed, insured, and local. Free inspection. We'll give you an honest assessment and a clear price. That's it.

Visual Brief

Aerial of completed ARS roof neighborhood, or happy homeowner + crew

AD-R6: "A Good Roof Shouldn't Be Complicated" DAY 7 REFRESH

Headline

Honest Answers. Lifetime Warranty. That's It.

Primary Text

Getting a roof done shouldn't feel like a battle. At Arrow Roofing Services, we walk your roof, tell you what's actually wrong, show you photos, and give you one clear price. If you don't need a replacement, we'll tell you that too. 3,000+ SE Michigan homes. 260+ 5-star reviews. Owens Corning Platinum Preferred. Lifetime workmanship warranty. No pressure. No upsell. No shortcuts. Book your free inspection.

Visual Brief

Homeowner + ARS tech pointing at roof photos on tablet

⚡ Decision Point

Option A: Approve copy + visual briefs → I generate 6 new Retail statics via gpt-image-2 (~10 min)
Option B: Tweak copy first → reply with edits → I update + generate
Option C: You generate the visuals yourself using the briefs above, I wire them in

Full campaign doc: ars-automation/docs/meta-ads-sprint/08-Retail-Elite-Brand-v2.md