Facebook Ads Case Study of Armor All Roofing
Hail funnel for roofing business

We set up two campaigns with different goals (traffic/ engagement) at the same time.

We targeted homeowners who live in Savannah area (15+ miles radius) since this is also the area in which our client operates. Notice that you won’t find some targeting options on Facebook anymore. Before August 15th, Facebook had so-called partner categories.

When those were deleted, you could no longer target people who are homeowners, first time homebuyers just by selecting those demographic features among many targeting options. Those days are long gone. All is not lost sand you can target homeowners indirectly by selecting targeting options such as home improvement, home repair…basically their interests. Keep in mind that people younger than 30 are not homeowners so choose the age of your target group according to that.

Survey gizmoSurveygizmo (it doesn’t have to be Surveygizmo, just pick one of the available online tools you can use to create a survey). Use questions such as have you been struck by a hail, what type of roof do you have, how old is your roof…and only after you have warmed up your target, ask them to leave their personal data (first name, email, phone number).

In the Facebook Ad copy, call out your target (example: Attention Savannah Homeowners!) and offer them help if they have been struck by a hellish hail, high winds, stormy weather.

You can offer them a FREE roof inspection. That’s a good starting point for an upsell!

Include a link leading to a survey you created. Use a “Learn More” CTA and let your traffic campaign also redirect people to the survey which will basically serve as your landing page through which you collect the leads.

Don’t forget to integrate a tracking code (Facebook Pixel) into the survey. Use a special event to make the difference between those people who only landed on your page (survey) but aren’t leads (didn’t come all the way to the “Thank You” page). Integrate the Initiate Checkout event into the first survey page and Lead event to the “Thank You” page. This is a quite important step in our Facebook Ads hail funnel journey so if you try this at home, don’t forget about the PIXEL.

Use the same post (with the same ID) in both traffic and engagement campaign, monitor them like they are your newborn children and when you notice that you have reached at least 100 Landing Page Views, jump to the second funnel phase. It’s like in a Super Mario game. Although you’ll get the leads already in the first stage of Facebook funnel, continue to the higher level to get even more quality leads!

In the first stage we got 11 leads for a cost of $28 per lead. Quite good considering the lead value in the roofing business and that we were only warming up ourselves!

We created a custom audience based on the initiate checkouts from the first phase, then a lookalike audience which was the audience used for the conversion campaign. We set up the conversion campaign using the Initiate checkout event and the same Ad copy and visual as in the first step. When we reached another 100 Initiate Checkouts, we jumped to the third phase.

We also ran a Conversion campaign using the Lead event. We got 50 quality roofing leads and 20 of them were closed by our client. What were the results?