Case study · Paid acquisition · Updated August 2026
329 roofing leads in 12 days, at $29.05 each.
One Florida roofing contractor. Three markets. Meta only. Every lead arrives with a roof already measured from satellite and a price already attached — which is the part that makes $29.05 worth paying.
- 772
- leads
- $20,740
- ad spend
- $26.87
- blended cost / lead
- 223,220
- people reached
- 26
- days live
The opening twelve days, day by day
The first twelve days of the run, in order, from the night the ads switched on — no days removed, including the expensive ones. These rows sum to $9,556.73 and 329 leads, which is the opening fortnight, not the campaign: the headline figures above cover all 25 days. Two different windows, both real, and we would rather label them than quietly blend them.
| Date | Spend | Leads | Cost / lead |
|---|---|---|---|
| Aug 68:30 PM | $374.60 | 7 | $53.51 |
| Aug 7 | $1,333.14 | 38 | $35.08 |
| Aug 8 | $556.53 | 30 | $18.55 |
| Aug 9 | $890.49 | 42 | $21.20 |
| Aug 10 | $654.47 | 23 | $28.46 |
| Aug 11best day | $851.99 | 60 | $14.20 |
| Aug 12 | $554.06 | 19 | $29.16 |
| Aug 13 | $1,407.11 | 38 | $37.03 |
| Aug 14 | $712.95 | 14 | $50.93 |
| Aug 15 | $590.53 | 27 | $21.87 |
| Aug 16 | $887.49 | 18 | $49.30 |
| Aug 17 | $743.37 | 13 | $57.18 |
| Total | $9,556.73 | 329 | $29.05 |
Seven leads on the first night
Ads went live at 8:30 PM on August 6 and produced seven leads before midnight on $374.60. Four days later the campaign hit $14.20 per lead — 60 leads in a single day.
What drove it
Eight concepts ran against the same audience. Two produced 60% of every lead — and neither of them is about roofing.
Storm damage and insurance non-renewal are both fear-of-loss angles. The feature-led concepts — financing, the estimator itself — came last.
Where it landed
Three separate Florida markets, run as separate campaigns so one city's performance never hides inside another's.
The spread matters more than the winner: no market collapsed, which is what tells you the offer travels rather than one city being unusually easy.
The part nobody else does
A lead is usually a name and a phone number. These arrive with a measured roof and a price already on them, before anyone picks up the phone.
- 79%
- of leads arrive with a completed estimate attached
- $11,000
- median quoted job
- 2,758
- median roof, square feet
- 01
Homeowner enters an address. Nothing else is required of them.
- 02
The roof is measured from satellite. Area and pitch computed — no truck roll, no tape measure, no appointment.
- 03
Their pricing produces four tiers. Locked rates and deterministic math. Never a model guessing at a number.
- 04
It lands in the CRM, screened and texted, on a follow-up board with the cadence clock already running.
$4.83M in quoted work
Across 335 estimates generated since launch — a wider window than the 12 days above — with outliers over $200,000 removed. Quoted work is pipeline, not closed revenue: 399 texts and 330 calls have moved through the system so far.
How these numbers were measured
Figures pulled from the Meta Marketing API v25.0, filtered to this contractor's four campaigns for August 6–17, 2026. Spend from a previous agency running in the same ad account over the same period is excluded — including it would have understated cost per lead by roughly a third. Lead counts come from the Meta lead forms themselves rather than the platform's attributed-conversion column. Estimate and quote values come from the production database. These are direct query results, not projections, models, or blended averages. The contractor's identity is withheld pending their approval.
Campaign window: August 6–17, 2026 · Platform: Meta · Published August 2026
Markets we run this in
The campaign above ran in three of these. Roofing is the trade we have the most live data for, so every Central Florida market gets its own page rather than one generic service area.
Want this pointed at your service area?
Tell us the trade and the markets. We'll show you what the estimator prices a roof at on your own address before you decide anything.