Roofing companies who needed the phone to ring the week a storm hit.

The brief

Residential roofing companies across several US states wanted a steady flow of homeowners asking for inspections, at a sensible cost per lead.

What I found

Too many leads were renters, tire kickers or people outside the service area. Budgets were split across so many ad sets that none of them collected enough data to learn.

What I changed

• One consolidated ad set per company instead of several thin ones.
• Instant forms with a headline, a short subheading and exactly one qualifying question.
• Ad copy that mirrors each image word for word, written for homeowners over fifty.
• Storm tracking by state, with storm creative pushed to affected service areas the same week.

Where it stands

Running now across 16 roofing companies. Every company gets a weekly report.