Retail: Full Detail
1. Offer ▶
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.
2. ICP ▶
| 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 |
3. Campaign Configuration ▶
| 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. |
4. Creative Gallery ▶
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.
5. Lead Funnel Flow ▶
Primary destination is Meta Instant Form, not a landing page. Audit showed 40% higher conversion on mobile Meta traffic.
6. Ad Copy ▶
AD01 Free Roof Program ▶
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.
AD21 Insurance Check ▶
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.
7. Follow-up Sequence ▶
| 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: "🚨 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 |
8. Kill Rules ▶
| 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 |
