$33.5K
Total Spend
685
Total Leads
$49
Blended CPL
$19
Best CPL
2.37%
Avg CTR
707K
Impressions
Campaign History
| Campaign | Period | Spend | Leads | CPL | Status |
|---|---|---|---|---|---|
| Lead Gen (Jun-Jul Run) | Jun-Jul 2025 | $32,851 | 656 | $50.08 | Paused |
| Advantage+ Lead Gen | Sep-Oct 2025 | $712 | 29 | $24.56 | Paused |
| Tailored Leads Test | Sep 2025 | minimal | — | — | Paused |
*Data sourced from GoMarble audit report (GoMarble reviewed past campaigns, did not run them)
🏆 Key Insight
Advantage+ campaign delivered leads at HALF the cost of the Jun-Jul run ($24.56 vs $50.08 CPL). Our new campaign builds on this winning structure.
Monthly Trend
| Month | Spend | Leads | CPL | CTR |
|---|---|---|---|---|
| Jun 2025 | $14,701 | 324 | $45.37 | 2.44% |
| Jul 2025 | $18,150 | 332 | $54.67 | 2.32% |
| Sep 2025 | $471 | 18 | $26.16 | 2.11% |
| Oct 2025 | $241 | 11 | $21.95 | 2.07% |
Top Ad Sets by Cost Per Lead
| # | Ad Set | Spend | Leads | CPL | CTR |
|---|---|---|---|---|---|
| 1 | Program 6/19 #8 | $1,262 | 66 | $19.12 | 3.24% |
| 2 | Advantage+ Michigan | $712 | 29 | $24.57 | 2.09% |
| 3 | Story 7/20 #15 | $111 | 3 | $37.01 | 2.15% |
| 4 | Story 6/19 #6 | $5,294 | 119 | $44.48 | 2.43% |
| 5 | New Story 6/19 #7 | $5,937 | 133 | $44.64 | 3.19% |
What Worked
"Program" creative format + Advantage+ targeting = lowest CPL. The algorithm needs room to optimize. High-volume story sets scaled well at $44-45 CPL.
Bottom Performers (Cut These)
| Ad Set | Spend | Leads | CPL |
|---|---|---|---|
| Test 7/3 #11 | $625 | 7 | $89.31 |
| MEGA 6/4 #3 | $1,195 | 14 | $85.39 |
| Misc 6/19 #4 | $2,325 | 30 | $77.52 |
| MEGA 6/4 #1 & #2 | $2,216 | 29 | $76.41 |
New Ad Creatives (Ready to Launch)
These were created for ARS. Click any to expand.
🏠 Before/After
Storm damage → new roof transformation. Strongest social proof format.
🤝 Trust & Local
Local roofer credibility. "Your neighbors trust us" angle.
📋 Insurance Angle
"Your insurance likely covers a new roof." Highest converting seasonal angle.
⭐ Social Proof
Google reviews + customer count. "500+ roofs replaced" credibility.
💰 GoNano Value
Price comparison angle. Protect vs full replacement cost.
🛡️ GoNano Warranty
Warranty + protection messaging for GoNano coating service.
Ad Copy (Campaign 1: Free Inspection)
Primary Text — Carousel Ad
Your roof takes a beating every Michigan winter and spring. Cracked shingles, lifted flashing, and hidden leaks can turn small problems into $10,000+ water damage bills.
Arrow Roofing Services is offering FREE no-obligation inspections for SE Michigan homeowners. Certified. Insured. Local. We've helped 500+ families across Monroe, Farmington Hills, Livonia, and Northville.
Spots are limited this week. Book yours today.
Headline: Storm Damage? Free Roof Inspection — No Obligation
CTA: Get Free Inspection
Video Script (30 sec)
HOOK (0-3s): [Owner on camera, walking toward camera at job site]
"Monroe homeowners — if your roof is more than 10 years old, watch this."
BODY (3-25s):
"Most storm damage is invisible from the ground. Dented flashing. Cracked shingles. Separated seals. You won't see a leak for months — and by then, it's a $15,000 problem.
We're Arrow Roofing. We've been serving SE Michigan families for years. Certified. Licensed. Local. We offer completely free, no-pressure inspections."
CTA (25-30s): [Text overlay + verbal]
"Tap below to book your free inspection. Limited spots this week."
Storm Response Ad Copy (Campaign 2)
Last night's storm left [City] homeowners vulnerable. What looks like minor damage now can become thousands in water damage after one rain.
Arrow Roofing is deploying inspection teams in [area] RIGHT NOW. We're local, licensed, and won't disappear after the job.
🔴 Limited slots — first come, first served this week.
Headline: Storm Hit [City] Last Night. Get Your FREE Inspection Before It Gets Worse.
Insurance Angle (Highest Converting)
If your roof was damaged in [date]'s storm, your homeowner's insurance likely covers a FULL replacement — not just repairs.
But Michigan insurance claims have deadlines, and the process is confusing. Arrow Roofing has helped 150+ [City] families navigate it start to finish.
Headline: Your Insurance Likely Covers a New Roof. We Handle the Paperwork.
Proposed Campaign Structure
Campaign 1: FREE INSPECTION (Always-On)
$45/day Ongoing
- Homeowners 35-65, 15-mile radius of service areas
- Advantage+ broad targeting (proven winner)
- 3 ad sets: Carousel, Video (30s), Static Image
- Lead form: Name, Phone, Email, City, Roof Age
Campaign 2: STORM RESPONSE (Activated Per Event)
$150/day peak Storm-triggered
- Zip codes in verified damage zone
- Budget: $150/day (days 1-7) → $75/day (7-14) → $10/day retarget (14-60)
- Urgency + Insurance angle creative
- Launch within 6 hours of storm event
Campaign 3: REACTIVATION (Past Customers)
$20/day Ongoing
- Custom audience: 685 past leads + AccuLynx customers
- Annual checkup, referral program, GoNano upsell
- Lowest CPL expected (warm audience)
Campaign 4: GoNano COATING (Upsell)
$30/day Test 30 days
- Target: homeowners with roofs 5-12 years old
- Price comparison: $2-4K coating vs $15-25K replacement
- Warranty + weather protection messaging
Proposed Monthly Budget
| Campaign | Daily | Monthly | Expected CPL | Est. Leads/mo |
|---|---|---|---|---|
| Free Inspection (always-on) | $45 | $1,350 | $20-35 | 39-68 |
| Storm Response (when active) | $75-150 | $750-2,250 | $25-40 | 19-90 |
| Reactivation | $20 | $600 | $10-20 | 30-60 |
| GoNano Coating | $30 | $900 | $25-40 | 23-36 |
| TOTAL | $170-245 | $3,600-5,100 | $20-35 avg | 111-254 |
💰 ROI Math
At $30 avg CPL and 15% close rate: 150 leads/mo → 22 jobs → at $10K avg ticket = $220K revenue on $4K ad spend = 55x ROAS
Week 1 KPI Targets
| Metric | Target | Action if Missed |
|---|---|---|
| Cost Per Lead | < $40 | Pause worst ad set, shift budget |
| Leads by Friday | 10+ | Expand audience or increase budget |
| Click-Through Rate | > 1.5% | Refresh creative |
| Lead Form Completion | > 20% | Simplify form fields |
Decision Required
✅ What We Need From Trenton
- Approve campaign launch — Creative is ready, targeting is set
- Confirm payment method — Mastercard ending *0276 still active?
- Monthly budget cap — Recommend $3,600-5,100/month
- Lead routing — GHL pipeline or direct to AccuLynx?
- Storm activation authority — Who approves storm campaign activation?
📅 Proposed Timeline
- Today: Trenton approves budget + creative
- Tomorrow: Campaign 1 (Free Inspection) goes live
- Day 3: Campaign 3 (Reactivation) goes live
- Week 2: Campaign 4 (GoNano) test launch
- On-demand: Campaign 2 (Storm) activated per weather event
⚡ Bottom Line
We have the data, the creative, and the targeting. Every day we don't run ads is leads going to competitors. The Advantage+ structure proved we can get leads at $20-25 CPL. Let's go.