Roofing Business Spends $635 and got $120,000 back in just 2 months

Our residential Roofing service client is effective in the roofing hail market. Roofs in the affected area are damaged by hail strikes. This is a bad time for homeowners, but a good time for roofers, whose services are in high demand after the stormy weather has damaged innocent people's roofs.

Using Facebook Ads to reach hail-damaged homeowners is the quickest, cheapest, and most effective way to generate quality leads. Because everyone is on Facebook, promoting your roofing service on Facebook when the storm hits will get you there much faster than storm chasers who go door to door offering their roofing service the old-fashioned way. We manage to get 53 roofing leads for $10 a pop with an average conversion rate of 43%.

Recon Actions

Our roofing lead generation strategy consists of THREE steps. Let's go over those three steps quickly. Read carefully and soak up the knowledge we've put on a plate for you!

First Step

We launched two campaigns with different objectives (traffic/engagement). We targeted homeowners in the Savannah area (15+ miles radius) because this is also where our client operates. Some targeting options are no longer available on Facebook. Before August 15th, Facebook had what was known as partner categories.

For the Facebook Ad copy, we call out the client's target (for example, "Attention Savannah Homeowners!") and assist them if they have been hit by hail, high winds, or stormy weather.

Our client then provides them with a FREE roof inspection. That's an excellent starting point for an upsell!

Include a link to a survey you designed. Use a "Learn More" CTA and have your traffic campaign redirect people to the survey, which will essentially serve as your landing page for collecting leads.

From there, we use the same post (with the same ID) in both traffic and engagement campaigns and monitor them. We receive a massive amount of quality leads through this Facebook Ads campaign.

Second Step

We created a custom audience based on the initial checkouts from the first phase, followed by a lookalike audience for the conversion campaign. We created the conversion campaign with the same Initiate checkout event and Ad copy and visual as in the previous step. We moved on to the third phase when we reached another 100 Initiate Checkouts.

Last Step

We also used the Lead event in a Conversion campaign. We received 50 high-quality roofing leads, with our client closing 20 of them.

The Outcome

When we reached the end of our Facebook funnel, we had

-53 quality leads at an average cost of $30 per lead.

-20 people who were willing to pay for his services.

-43% conversion rate.

We subtract all of the expenses (including the $635 ad spend), and we get the exact amount of return on investment, which is $120,000! Not bad eh?!

Facebook ads are effective! They are an extremely effective digital marketing tool for generating leads. All you need is some fairy dust and a reputable agency in which to put your faith!

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