🏹 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📷

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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).