Quad City Roof Pros: a lead gen funnel built for insurance claim urgency.
A complete Meta lead generation system for a fictional roofing brand. Audience research, ad creative, landing page, conversion tracking and a 9-day automated follow-up. Built end to end to demonstrate full-funnel capability.
The roofing market sells new roofs. The homeowner needs permission to act.
The Quad Cities metro sees regular hail and wind storms. Every storm leaves roof damage on hundreds of homes. Most of that damage is invisible from the ground. By the time water shows up on a ceiling, the 12-month insurance claim window has often already closed.
National Meta Ad Library research showed the same language repeating across active local advertisers in storm-prone markets. Free estimate. Get a quote. Call today. None of it speaks to what is happening in the homeowner's head. The homeowner does not need a new roof. They need permission to take 30 minutes, at no cost and no commitment, to find out if their roof is fine.
"Your roof took the same hit your neighbor's did. Theirs was covered. Yours hasn't been checked."
Primary Hook · QCRP Lead Gen FunnelThe hook is social. The urgency is real. The differentiator is removing friction.
Three strategic pillars built around what is actually happening in the homeowner's head, not the offer a roofing company wants to make.
The Neighbor Comparison
The strongest emotional trigger in the local market is social proof at street level. Your neighbor got a new roof. Same storm. Same street. You haven't checked. Nobody wants to be the one homeowner left out of a covered claim.
The Deadline
The 12-month claim window is a real policy fact, not manufactured scarcity. Once the homeowner knows it exists, they cannot un-know it. The ad's job is to surface the deadline as a fact and let it land on its own.
The Paperwork Removal
Most homeowners fear the insurance process more than the cost of a roof. Adjuster calls. Forms. Jargon they do not understand. QCRP handles the documentation end to end. The differentiator is friction removal, not the free inspection itself.
Built for one person. The wrong person scrolls past.
Specificity is the strategy. Generic targeting is why most home services ads produce garbage leads.
| Primary Persona | Quad Cities homeowner, 30 to 65. Owns home five-plus years. Storm hit in the last 12 months. Has not had roof inspected. Believes their roof is probably fine. Does not know the 12-month deadline exists. |
| Awareness Stage | Problem aware. They know a storm happened. They do not know that storm damage is invisible from the ground, that a claim window is closing or that an inspection costs nothing. |
| Self-Selection | They saw their neighbor get a new roof, paid for by insurance. They have not checked their own. The ad is built to land on that exact moment. |
| What Does Not Work | Demographic targeting language. Generic urgency. Category-level pain. Anything that could be on a competitor's billboard. |
Image stages the headline literally.
Three creative variants built for Meta's Andromeda system. Static formats paired with motion in a single ad set so the platform serves whichever performs best per audience segment.
Pattern Interrupt
The consequence of inaction staged visually. The headline closes the social loop. The 12-month claim window appears as a fact, not a marketing line.
Visible / Invisible
A literal visualization of the central insight. The roof looks fine from the curb. The roof is not fine. The split frame makes that argument without copy.
Reels-optimized animation. Hook delivered in the first frame to fight the average 1.7-second feed dwell time. Offer disclosed by frame three. CTA on the close. Pairs with static units in a single ad set so the platform serves whichever format performs best per segment.
One offer. One conversion event. Two pages designed to do that one thing.
Every element on both pages exists to move one type of person toward one action. Nothing else.
Hero hook above the fold paired with a single form.
Below the fold: trust signals, the policy mechanism in plain language, three local testimonials and a four-step process map. The landing page does the qualifying work so the form submission is a real signal, not a curiosity click.
Confirmation plus a 2-hour callback countdown timer.
A direct call CTA for prospects who want immediate booking. An inspection day prep checklist that increases show rate. The thank you page continues to sell the appointment after the form is submitted.
Andromeda needs signals. Campaign objective and conversion event come first.
Three layers: campaign objective, audience and budget, creative setup. Each decision made for a reason.
Objective: Leads. Auction buying. Advantage+ campaign budget.
Daily budget at $25 with Advantage+ enabled so the platform reallocates spend across ad sets in real time. Highest volume bid until cost-per-lead validates a switch.
Website conversion. Maximize leads. Complete Registration.
Conversion location set to website (not Lead Form) because the landing page does the qualifying work. Conversion event set to Complete Registration on form submit. The pixel feeds Andromeda the real signal.
Quad Cities + 20mi radius. 18+. Advantage+ audience on.
Geographic targeting set to the actual service area. Advantage+ audience expansion enabled so Andromeda finds lookalikes inside the radius. Saved audience used for consistency across ad sets.
Manual placements. Feed only at launch.
Facebook Feed, Facebook Profile Feed, Instagram Feed, Instagram Profile Feed. Marketplace, Stories, Reels and Search disabled until Feed validates. Locks the test variable so creative reads cleanly.
Most leads die between form fill and first callback. We close that gap.
A 9-day automated nurture in GoHighLevel runs from form submission. A kill-switch stops the sequence and advances the pipeline when the prospect books.
Welcome & Expectation
Confirms the request. Names what is included in the inspection. Drops the booking link as a low-friction next step. Written in the voice of a local roofer.
Peer-Experience Anchor
Surfaces the most common homeowner objection ("damage is not bad enough") and answers it with a local peer story. No pressure. Just facts so they can make the right call.
Polite Close
Closes the file with respect. Removes pressure. Keeps the door open without continuing to pile messages on the prospect. Last message is the last message.
Built with tools most home services owners already pay for.
No exotic platforms. No black-box software. Every tool in this build is accessible to any business with a realistic marketing budget.
GoHighLevel
Landing page, lead form, CRM, pipeline, automated SMS and email sequences, calendar booking.
Meta Ads Manager
Campaign build, audience setup, placement strategy, conversion event configuration, creative testing.
Meta Ad Library
Competitive intelligence on roofing advertisers nationally. Active offer research. Hook and angle deconstruction.
Apify
Scrape automation against the Meta Ad Library for structured competitive data. 33 ads across 18 advertisers analyzed.
If your home services ads are getting form fills that go nowhere, the problem is rarely the ad.
It is what happens after the click. I build the full system, end to end. The person doing the work is the person you talk to.
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