01Campaign Summary
02Geographic Targeting
6 pins · 50-mile radius each · Port Huron added to close east-side gapBirmingham 48009
42.5467, -83.2113
Ann Arbor 48104
42.2459, -83.7237
GoNano ONLY
Plymouth 48170
42.3647, -83.4702
Shelby Twp 48315
42.6706, -82.9982
Grand Blanc 48439
42.9275, -83.6299
Port Huron 48060
42.9709, -82.4249
📌 6 pins, not 5 — Port Huron added to avoid east-side radius gap.
| Pin | Center (ZIP) | Lat / Lon | Covers |
|---|---|---|---|
| 1. Oakland anchor | Birmingham 48009 | 42.5467, -83.2113 | Birmingham, Bloomfield Hills, Troy, Rochester Hills, Northville, Novi, Farmington Hills |
| 2. Washtenaw | Ann Arbor 48104 | 42.2459, -83.7237 | Ann Arbor, Saline, Dexter (GoNano ONLY — excluded from Retail) |
| 3. Wayne affluent | Plymouth 48170 | 42.3647, -83.4702 | Plymouth, Canton, Livonia, Grosse Pointe |
| 4. Macomb | Shelby Twp 48315 | 42.6706, -82.9982 | Shelby, Macomb, nearby |
| 5. Flint | Grand Blanc 48439 | 42.9275, -83.6299 | Grand Blanc, Fenton, Burton |
| 6. Port Huron | Port Huron 48060 | 42.9709, -82.4249 | Port Huron, Marysville |
03Campaign 1 · Retail
Lead Generation · OUTCOME_LEADS⚠️ Washtenaw excluded from Retail
Washtenaw pin (Ann Arbor 48104) is excluded from Retail. Arrow doesn't officially service Washtenaw; sending a crew isn't viable. Washtenaw remains live for GoNano (nanotech sprayer is mobile, easier to justify extending service).
🎯 Targeting
Age floor note: 35 floor tested intentionally — 30–34 bracket catches renters that drag CPL up. Watch closely, raise to 40 if CPL > $50 by day 7.
Why 35–65+: Younger floor catches storm-damaged insurance-pay homeowners who recently bought. Historical 55+ cohort still in the middle of this range.
📊 Audience (Manual / Hand-Built)
Advantage+ Audience: OFF · Manual / hand-built targeting only.
Advantage+ muddies a known-pattern buyer (roof is old, damaged, or leaking). Hand-built lookalikes convert better on $15K+ tickets.
Interest stack: Homeowners + Home Improvement + Household composition (Family with children at home OR Empty nesters) + HGTV + This Old House + Bob Vila + Roofing + Home repair + Homeowners insurance
Behaviors: "Home improvement" ON · "Likely to move" OFF · Engaged shoppers (home services) · Homeowners 15+ yr old homes
🚫 Exclusions
AccuLynx customer list · Existing 30-day Meta leads · Competitor roofer employees · OH/IN/all non-MI · Detroit ZIPs 48201–48228 · Washtenaw (Ann Arbor 48104) for Retail only
⚠️ Why no HHI selector?
Meta deprecated direct Household Income targeting in late 2024. Affluence filtering is now done via geo — we target cities and ZIPs with high median HHI (Bloomfield Hills $189K, Huntington Woods $190K, Birmingham $153K, Northville $145K, Novi $110K, Farmington Hills $104K, Oakland Co $97K, Livingston Co $103K). The geo list IS the income filter.
Ad Set A — Advantage+ Broad · $35/day
Ad 1 · Feed 4:5
Storm damage in the last 2 years? Your insurance may cover 100% of a full replacement. Most Michigan homeowners don't realize they qualify. GAF Master Elite. 260+ 5-star reviews. Free inspection, no obligation.
Ad 2 · Feed 4:5
Your roof may have damage you can't see from the ground. Hidden cracks, lifted shingles, granule loss — problems that get worse every storm season. Our AI-powered drone scan spots what the eye misses. Know now. Save thousands later.
Ad 3 · Feed 4:5
Arrow Roofing uses AI-powered drones with thermal imaging to find damage invisible to the naked eye. 3,000+ Michigan homes protected. Licensed, insured, family-owned.
Ad Set B — Retarget + Reels/Stories · $25/day
Ad 4 · Story/Reels 9:16
From inspection to install, free. Here's how Michigan homeowners are getting new roofs through insurance — step by step.
Ad 5 · Story/Reels 9:16
72-hour storm damage inspection window. Your policy may cover more than you think. We file everything.
Ad 6 · Story/Reels 9:16
Licensed. Insured. Family-owned. 3,000+ Michigan homes protected. Free inspection, no pressure.
📋 Retail Lead Form — "ARS Retail - Spring 2026 v3"
Form ID: 943737578257974
Prefill: Full Name, Email, Phone, Zip
| # | Question | Options |
|---|---|---|
| Q1 | Do you own this home? | Yes / No |
| Q2 | When was your roof last replaced? | Never · 15+ yrs · 10–15 yrs · 5–10 yrs · <5 yrs · Not sure |
| Q3 | When do you need work done? | ASAP · 1–30 days · 1–3 months · Just getting quotes |
| Q4 | Any recent storm damage? | Yes / No / Not sure |
Thank-you: "Got it — we will text you in 5 minutes." + Call Now → (734) 636-2251
Privacy: arrowroofingservicesllc.com/privacy
04Campaign 2 · GoNano
Lead Generation · Advantage+ ON🎯 Targeting
💡 Why Advantage+
GoNano is a novel product. Let Meta discover lookalikes and optimize — narrow targeting would miss the right buyers. (Retail runs manual; GoNano stays Advantage+ ON.)
Ad Set A — Advantage+ Broad · $15/day split across 4 ads (3 static + 1 carousel)
Ad 7 · Landscape 16:9
What most roofers won't tell you: your roof doesn't always need replacement. GoNano nanotech coating extends asphalt shingle roofs 10–15 years for a fraction of the cost. Arrow Roofing is Michigan's only certified GoNano installer.
Ad 8 · Feed 4:5
$20,000 vs $4,000. Same roof. 15 more years of life. Nanotech coating bonds to shingles at the molecular level, sealing granule loss and restoring waterproofing.
Ad 9 · Feed 4:5
Before and after: a 20-year-old roof, restored in a single day. No tear-off. No disruption. GoNano bonds to shingles and adds 10–15 years.
Ad 13 · Carousel
Before you spend $22,000+ on a full replacement, see if GoNano nanotech coating is right for your roof. Michigan's only certified installer. Free inspection, zero obligation.
Ad Set B — Retarget + Organic · $5/day
Ad 10 · Story/Reels 9:16
Your roof may be savable. GoNano nanotech coating protects and restores your existing shingles. Skip the $25K replacement.
Ad 11 · Story/Reels 9:16
$20K for a new roof? Or $4K to make yours last 15 more years. Michigan's only certified GoNano installer.
Ad 12 · Story/Reels 9:16
Stop. Before you replace your roof, check if GoNano nanotech coating can extend its life 10–15 years.
📋 GoNano Lead Form — "ARS GoNano - Spring 2026 v3"
Form ID: 1664589524678243
Prefill: Full Name, Email, Phone, Zip
| # | Question | Options |
|---|---|---|
| Q1 | Do you own this home? | Yes / No |
| Q2 | How old is your current roof? | 5–10 · 10–15 · 15–20 · 20+ · Not sure |
| Q3 | What interests you about GoNano? | Extending roof life · Avoiding replacement cost · Adding protection · Learning more |
| Q4 | When are you looking to move forward? | ASAP · 1–30 days · 1–3 months · Just researching |
Thank-you: "Got it — we will text you in 5 minutes." + Call Now → (734) 636-2251
Privacy: arrowroofingservicesllc.com/privacy
05Lead Journey
Meta → CF Worker → GHL → Rep⚡ Instant (0–30 sec)
🔁 GHL Auto-Sequence
06Target Market Affluence
Median household income by area07Conversion Settings
Optimization goal + attribution + placements⚙️ Optimization
📊 Historical Placement Best
IG Stories: $26 CPL (winner from prior ARS runs).
Advantage+ Placements lets Meta find IG Stories automatically while leaving room to discover new winning placements (Reels, Feed) without our bias.
08Budget & KPIs
💰 Budget — $60 Retail + $20 GoNano = $80/day
If GoNano CPL < $50 and lead quality strong, rebalance to $40 Retail / $40 GoNano.
🎯 KPIs
09Trust Stack
10Optimization Rules
Week 1
Hands-off. Let Meta's learning phase complete (50 conversions). Do NOT touch budgets or creative.
Week 2
Kill any ad with CPL > $60 or CTR < 0.5%. Consolidate spend into winners.
Week 3+
Scale winners, test new creative variants.
📊 Historical Benchmark
IG Stories: $26 CPL (winner). FB Feed was $60+ (avoid). 55+ historically = 71.8% of leads.
11Video Phase 2 — This Afternoon
🎬 Planned Videos
- Veo 3 Fast — Purple sprayer concept (6s, 720p)
- Kling Avatar v2 Pro — UGC spokesperson in Arrow polo (8s, 1080p)
- Veo 3 T2V — Cinematic aerial drone hero (6s, 720p)
- Seedance 2.0 — A/B bakeoff planned
🔁 Swap Plan
Videos will be swapped into existing ad sets once rendered and approved. No budget reset — existing ad IDs are replaced in-place to preserve learning.
12Launch Checklist
- Token regen: need
pages_manage_adsscope on Arrow Roofing Ads app (or Nick creates forms in UI) - Webhook: subscribe page to
leadgen→ CF Worker - Worker tag patch: deploy Retail/GoNano split tags
- Test lead: verify end-to-end GHL arrival
- Unpause ad sets
- Swap videos in when ready