The teardown · free · nothing to fill in

Which ideas produced the leads, and what happened next.

One Florida contractor, Meta lead ads, three markets. Below is what we ran, which concepts produced the leads and which ones we killed, where each market landed, and what happened to a lead after it arrived. About a three-minute read.

What actually produced the leads

Eight concepts ran against the same audience, in the same markets, at the same time — so the only variable was the idea. Two of them ran away with it, and neither is about roofing. One is weather. One is insurance. The concepts a contractor would expect to win — guarantees, financing, reviews — finished at the bottom.

The lesson transfers past roofing. People do not respond to your craftsmanship; they respond to the thing that just happened to them. Find the event that puts your trade in someone's head this week and lead with it.

Full working: the case study.

What happens to a lead after it arrives

Cheap leads are worth nothing on their own. This is the half most agencies never build.

1. 01

   A homeowner enters an address.

   Nothing else is asked of them. No upload, no account.

2. 02

   The roof is measured from satellite.

   Area and pitch computed — no truck roll, no tape measure, no appointment booked to find out.

3. 03

   Their own pricing produces the tiers.

   Locked rates and deterministic math, never a model guessing at a number.

4. 04

   It lands in the CRM screened and texted,

   on a follow-up board with the cadence clock already running.