1️⃣ Strategy & Research

🔍 Analysis: I started by analyzing the roofing industry and its seasonal trends, focusing on customer pain points like roof damage, leaks, and maintenance needs.

🎯 Target Audience: Focused on homeowners, property managers, and those looking for roof repairs, replacements, or inspections.

💡 Goal: To generate high-quality leads from individuals needing roofing services, while offering solutions to their urgent needs.

2️⃣ Audience Targeting

🏠 Homeownership Interests: Targeted homeowners and individuals interested in home improvement, roof care, and maintenance.

👥 Behavioral Targeting: Focused on people who recently searched for roofing solutions, roof repair services, or home improvement projects.

🔄 Custom Audiences: Created custom audiences from past site visitors, people engaging with previous ads, and individuals who clicked on related content.

📍 Lookalike Audiences: Used lookalike audiences based on past customers and leads, as well as individuals who engaged with roofing content.

3️⃣ Campaign Structure

I used a funnel approach to guide users through awareness to conversion:

🌱 Top of Funnel (Awareness): Reached cold audiences with ads highlighting roofing services, showcasing before-and-after images of roofing jobs, and educating on roof maintenance.

🤔 Middle of Funnel (Consideration): Engaged with people who interacted with the initial ads, showing testimonials, project galleries, and educational content about roofing options.

🎯 Bottom of Funnel (Conversion): Targeted individuals who showed strong intent with compelling offers such as free roof inspections, consultations, or discounts on services.

4️⃣ Creatives & Copywriting

📸 Visuals: Used high-quality images of completed roofing projects, showcasing both residential and commercial properties, before-and-after comparisons, and professional work.

✍️ Copywriting Focus: Emphasized trust, expertise, and urgency, such as “Protect Your Home – Schedule Your Free Roof Inspection Today!” and “Need Roof Repairs? Get a Free Estimate Now!”

5️⃣ Lead Generation Forms

💥 Instant Lead Forms: Created simple forms that collected essential information like name, contact details, roofing issue, and desired service type.

🎁 Incentives: Offered free roof inspections or discounted estimates to increase conversion rates and encourage users to take immediate action.

6️⃣ Optimization & Scaling

🔄 A/B Testing: Ran continuous A/B testing with variations in ad copy, creatives, and targeting to find the best-performing combinations.

📊 Scaling: Once winning ad sets were identified, I increased the budget on those for maximum lead generation, ensuring cost-effective scaling.

7️⃣ Retargeting & Conversions

🔄 Retargeting Ads: Focused on users who visited the site or engaged with ads but didn’t convert, showing them offers like “Free Roof Inspection” and “Get Your Free Estimate Today!”

🎯 Conversion Tactics: Used urgency-driven messaging like “Limited Slots for Free Inspections – Book Now!” and “Secure Your Roof Repair Today Before It’s Too Late!”

💬 Call-to-Action: Encouraged immediate bookings with strong CTAs like “Contact Us for Your Free Roof Estimate” and “Get Your Roof Checked – Limited Time Offer!”

✅ Results Summary

💰 Total Spend: $5,870.00

📈 Leads Generated: 1,288

💥 CPL (Cost Per Lead): $4.56

🏆 Goal Achieved: Successfully generated high-quality leads for roofing services with a cost-effective CPL, driving significant engagement and interest.

🏠 Need roofing services? Get your free inspection today!