GoNano Primary
Specific numbers. Real photography. Arrow branding on both halves. "Same Home. Different Experience." This is THE ad.
gonano-04-feed-4x5.pngARS · Meta Ads Strategy · v2
ARS Meta Ads
Retail Elite Strategy v2
Positioning pivot: Elite professional roofer → attracts quality-focused homeowners. No more insurance/storm chasers, no more free-roof language, no more price-driven ghost leads.
💰 $80/day total
🚀 Launch Apr 24, 2026
📍 Multi-city MI coverage
🎯 CPL target <$55
01 · Major Pivot
🔄Retail Angle: Elite, not Insurance
Old retail targeted storm-chasers and insurance shoppers. Result: price-driven leads who ghost, low close rates, mixed quality. New retail positions ARS as SE Michigan's elite professional roofer. Higher CPL, way higher close rate, higher ticket, better customers.
Old Positioning
"Michigan Roof Programs"
"Free roof via insurance", "You may qualify", "Storm damage in the last 2 years". Attracts price-driven shoppers who are just hunting for a free roof and ghost the rep when quality-of-life questions come up.
New Positioning
Arrow Roofing = Elite Pro
SE Michigan's elite professional roofer. 3,000+ homes, 260+ 5-star reviews, GAF Master Elite (top 2-3%), Owens Corning Platinum Preferred (top 1%). Attracts homeowners who value quality over price.
🛡️ Hero Credibility Stack — consistent across all ads
🏠
3,000+ Michigan homes protected
Large stat overlay · gold/white typography
⭐
260+ 5-star Google reviews
5 gold stars + "260+ reviews" tag
🏆
GAF Master Elite (top 2-3%)
GAF badge prominent
🥇
Owens Corning Platinum Preferred (top 1%)
OC badge prominent
📜
GAF Golden Pledge 30-yr warranty
Trust bar at bottom of ad
📍
Licensed, insured, family-run
Geographic anchor — SE Michigan
🚫 Banned Words — Never Use in Retail Again
"Free roof"
"Insurance pays 100%"
"You may qualify"
"Program" / "Roof Program"
"Storm damage in last 2 years"
"Michigan Roof Programs" branding
📈 Expected Performance Shift
| Metric | Old Retail | New Elite Retail |
|---|---|---|
| CPL | $25–$40 | $40–$55 (slightly higher) |
| Close rate | 15–20% | 30%+ (big jump) |
| Ticket size | Lower · budget shoppers | Higher · quality shoppers |
| Lead quality | Mixed | Much higher |
02 · Audience
🎯Targeting Strategy
🗺️ Geo (all campaigns)
Cities
Bloomfield HillsHuntington WoodsBeverly HillsBirminghamNorthvilleNoviFarmington HillsMonroeSouthgateLivoniaLansing
Counties
LivingstonOaklandWashtenawMonroeMacombJacksonLenaweeHillsdale
Anchor
Monroe HQ (42.07, -83.52)
50-mile radius safety net
50-mile radius safety net
Exclusions
Detroit 48201–48228Existing customersMeta leads 30d
👥 Audience Targeting
Demographics
Age: 35–65+
HH Income: High-HHI ZIP coverage
Homeownership: Likely homeowners
HH Income: High-HHI ZIP coverage
Homeownership: Likely homeowners
Retail · Manual Stack
Advantage+ Audience OFF
HomeownersHome ImprovementFamily w/ children at homeEmpty nestersHome improvement researchers ONLikely to move OFF
GoNano · Advantage+
Advantage+ Audience ON
Novel product → let Meta find lookalikes.
⚠️ 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.
03 · Spend Plan
💰Budget Allocation
Retail · Campaign 1
$60/day
Ad Set A · Advantage+ Broad$35/day
Ad Set B · Retarget + Reels/Stories$25/day
GoNano · Campaign 2
$20/day
Ad Set A · Advantage+ Broad$15/day
Ad Set B · Retarget + Organic cross-sell$5/day
Total Spend
$80/day · ~$2,400/mo
📊 Week 3+ Rebalance Rule
If GoNano CPL drops below $50, shift allocation to $40/$40 split (retail/GoNano) to double down on the winner.
04 · Launch Lineup
🏆Day 1 Primary Creatives
Two hero ads that carry Day 1. Both score 9+ on the brand/positioning rubric and hit every pillar of the new strategy: premium, specific, photographed, on-brand, geo-anchored.
🏆 10/10
🎯 Day 1 Primary
🥇 9/10
🎯 Day 1 Primary
Retail Primary — Built to Protect
Beautiful dusk home shot. Logo integration. Michigan bar at bottom = geo anchoring. Premium feel that builds trust instantly.
gonano-02-landscape-16x9.png05 · Ad #1 — Retail Primary
🎯Retail Primary Detail
Campaign 1 · Ad Set A · Day 1 Winner. Elite positioning, trust-first, zero insurance language.
IG Reels 9:16
FB Feed 1:1
IG Feed 4:5 · Primary
Placements
IG Reels 9:16
IG Feed 4:5
FB Feed 1:1
FB Reels 9:16
IG Stories 9:16
Headline
Michigan's Most Trusted Roofer. Built to Last.
Primary Text
Your roof protects your largest investment. When it's time to replace it, the contractor matters.
Arrow Roofing Services:
Free AI-powered drone inspection. Premium process for premium homes.
Arrow Roofing Services:
- ✓ GAF Master Elite (top 2-3% nationally)
- ✓ Owens Corning Platinum Preferred (top 1%)
- ✓ 3,000+ Michigan homes protected
- ✓ 260+ 5-star Google reviews
- ✓ Lifetime workmanship warranty
Free AI-powered drone inspection. Premium process for premium homes.
Description
Free inspection. No obligation. SE Michigan's elite roofer.
CTA
Get Quote → Instant Form (ARS | Retail | Apr 2026 v3)
06 · Ad #7 — GoNano Primary
🎯GoNano Primary Detail
Campaign 2 · Ad Set A · Day 1 Winner. The $20K vs $4K price bomb with Arrow branding on both halves.
IG Reels 9:16
FB Feed 1:1
IG Feed 4:5 · Primary
Placements
IG Reels 9:16
IG Feed 4:5
FB Feed 1:1
FB Reels 9:16
IG Stories 9:16
Headline
Skip the $20K Roof Replacement
Primary Text
Most Michigan homeowners don't know this exists.
GoNano is a molecular roof coating that adds 15 years to your current roof for about $4,000.
Not a replacement. Not a patch. A scientific nano-treatment that bonds to your shingles and seals out water, UV, and hail damage.
Free eligibility inspection. Booking through mid-June only.
GoNano is a molecular roof coating that adds 15 years to your current roof for about $4,000.
Not a replacement. Not a patch. A scientific nano-treatment that bonds to your shingles and seals out water, UV, and hail damage.
- ✓ 1-day application
- ✓ Zero mess, zero disruption
- ✓ 15-year performance warranty
- ✓ Arrow Roofing is the only authorized installer in SE Michigan
Free eligibility inspection. Booking through mid-June only.
Description
Free eligibility check. Michigan only.
CTA
Learn More → Instant Form (ARS | GoNano | Apr 2026 v3)
07 · Carousels
🎞️GoNano Carousels (A, B, C)
Three carousels for different audience layers. Carousel slide mockups shown as CONCEPT wireframes — captions are the important part for approval.
Carousel A — "The Storm Sequence"
5 SLIDES · VIDEO + STATIC MIX · FB FEED 1:1 + IG FEED 1:1
Arc: Hook with drama → show impact → reveal science → show protection → close with CTA.
Headline
Your Roof vs. Michigan Hail
Primary Text
Storm season is coming to Michigan. Hail + wind + UV destroy shingles faster than you think. GoNano is a molecular coating that bonds to your roof and deflects hail, seals out water, and adds 15 years of life. About $4,000 vs $20K for replacement. Arrow Roofing is the only authorized installer in SE Michigan. Free eligibility inspection.
CTA + Placement
Learn More → GoNano lead form · FB Feed 1:1 carousel + IG Feed 1:1 carousel. Not Reels.
Carousel B — "Zoom In"
4 SLIDES · MACRO-TO-META · EDUCATIONAL · SKEWS 45+
Arc: Zoom in from everyday storm → macro science → nano layer → real-world protection. Aspirational / delight angle.
Headline
The Science of a 15-Year Roof
Primary Text
Most roof products sit on top of your shingles. GoNano bonds with them. It's a molecular coating that deflects hail, seals out water, blocks UV — without changing how your roof looks. 1-day application. 15-year warranty. About $4,000. Arrow Roofing is the only authorized installer in SE Michigan. Free inspection.
CTA + Placement
Learn More → GoNano lead form · FB Feed 1:1 carousel + IG Feed 1:1 carousel. Educational tone, skews 45+.
Carousel C — "Before / Science / After"
6 SLIDES · PRICE-ANCHORED · BEST FOR RETARGETING
Arc: Show problem → show physics → drop price bomb → close with dual proof. Highest-intent carousel — for homeowners already comparing quotes.
Headline
Skip the $20K Roof. Bond the Molecules.
Primary Text
Storm season is here. Your options are: pay $20K now, pay $20K later, or protect what you already have for $4,000. GoNano is a 1-day molecular coating that adds 15 years of life to your current roof. Only Arrow Roofing installs it in SE Michigan. Swipe through to see the science. Free eligibility check at the end.
CTA + Placement
Learn More → GoNano lead form · FB Feed 1:1 + IG Feed 1:1. Best for retargeting (page visitors who didn't convert).
08 · Full Roster
📋Full Ad Roster
All 13 ads across Retail (Campaign 1) and GoNano (Campaign 2), remapped to the elite retail angle.
| # | Campaign | Ad Set | Creative | Format | Headline | CTA |
|---|---|---|---|---|---|---|
| 01 🏆 | Retail | A · Advantage+ Broad | gonano-02-landscape | IG Reels + Feed + FB Feed | Michigan's Most Trusted Roofer. Built to Last. | Get Quote |
| 02 | Retail | A · Advantage+ Broad | drone-07-peace-of-mind | FB Feed 1:1 + IG Feed 4:5 | 3,000+ Michigan Homes. 260+ 5-Star Reviews. | Get Quote |
| 03 | Retail | A · Advantage+ Broad | drone-08-we-see-feed | FB Feed 1:1 + IG Feed 4:5 | We See What You Can't. AI-Powered Drone Inspection. | Get Quote |
| 04 | Retail | B · Retarget + Reels | drone-01-lake-story | IG Stories + Reels 9:16 | Your Roof Deserves Elite. | Get Quote |
| 05 | Retail | B · Retarget + Reels | drone-05-thermal-story | IG Stories + Reels 9:16 | AI Precision. Elite Protection. | Get Quote |
| 06 | Retail | B · Retarget + Reels | drone-02-hidden-damage | IG Stories + Reels 9:16 | Hidden Damage. Real Cost. | Get Quote |
| 07 🏆 | GoNano | A · Advantage+ Broad | gonano-04-feed | IG Reels + Feed + FB Feed | Skip the $20K Roof Replacement | Learn More |
| 08 | GoNano | A · Advantage+ Broad | gonano-01-feed | FB Feed 1:1 + IG Feed 4:5 | The Roof Coating Most Homeowners Don't Know Exists | Learn More |
| 09 | GoNano | A · Advantage+ Broad | gonano-05-feed | FB Feed 1:1 + IG Feed 4:5 | 15 More Years. One Day. $4K. | Learn More |
| 10 | GoNano | B · Retarget + Stories | gonano-03-story | IG Stories + Reels 9:16 | A Molecular Shield for Your Roof | Learn More |
| 11 🎞️ | GoNano | A/B · Carousel | Carousel A · Storm Sequence | FB + IG Feed 1:1 carousel | Your Roof vs. Michigan Hail | Learn More |
| 12 🎞️ | GoNano | A · Carousel | Carousel B · Zoom In | FB + IG Feed 1:1 carousel | The Science of a 15-Year Roof | Learn More |
| 13 🎞️ | GoNano | B · Retarget Carousel | Carousel C · Before/Science/After | FB + IG Feed 1:1 carousel | Skip the $20K Roof. Bond the Molecules. | Learn More |
09 · Conversion
📝Lead Forms v3 (already live)
Retail Form
ID: 943737578257974
Q1 · Do you own this home?
YesNo
Q2 · When was your roof last replaced?
Never15+10–155–10<5Not sure
Q3 · When do you need work done?
ASAP1–30d1–3moJust quoting
Q4 · What matters most to you? [UPDATED]
Premium materials & warrantyEnergy efficiencyCurb appealPriceNot sure
"Got it — we'll text you in 5 minutes." + Call (734) 636-2251
GoNano Form
ID: 1664589524678243
Q1 · Do you own this home?
YesNo
Q2 · How old is your current roof?
5–1010–1515–2020+Not sure
Q3 · What interests you about GoNano?
Extending roof lifeAvoiding full replacementAdded protectionLearning more
Q4 · When are you looking to move forward?
ASAP1–30d1–3moJust researching
"Got it — we'll text you in 5 minutes." + Call (734) 636-2251
10 · Lead Journey
🔗From Submit to Close
T = 0s
User submits Instant Form → Meta leadgen webhook fires
T < 3s
CF Worker → GHL Contact created + tags (Meta Lead, Retail/GoNano, campaign_id)
T = 0 min
Auto-SMS: "Hi {first}, thanks for reaching out to Arrow Roofing!"
T = 0 min
Round-robin assignment → David → Corbin → Caleb
T = 5 min
Escalation if no rep response
Day 1 / 2 / 3 / 5 / 7
Drip nurture sequence via GHL
⚙️ Conversion Settings
- Goal: Lead (not Leads-Volume, not Traffic)
- Attribution: 7-day click, 1-day view
- Conversion location: Instant Forms
- Placements: Advantage+ Placements (don't manually restrict)
11 · KPI Targets
🎯Success Metrics
CPL · Elite Retail
<$55
cost per lead
CPL · GoNano
<$50
cost per lead
CTR
>2%
click-through rate
Frequency
<2.5
cap (7d)
Close Rate
30%+
retail elite target
12 · Launch Checklist
✅Ship It
- Update Retail form Q4 (storm → quality preference) — 1 min via Meta UI
- Update ad copy in Meta Ads Manager with new retail-angle text
- Launch 4 ad sets (all PAUSED) with new targeting
- Subscribe page webhook → CF Worker
- Deploy worker tag patch (Retail/GoNano split)
- Test lead → verify GHL arrival < 60s
- Unpause ad sets
🚦 Ready to Launch
Approve the full strategy to kick off Apr 24 or print to PDF for review.