📋 Review Draft — No ads are live. Awaiting Trenton + Nick approval before launch.  ·  Updated Apr 24, 2026 · 11:05 AM PT
0Approved
13Pending
0Change
0Rejected
01 · PIVOT 02 · TARGETING 03 · BUDGET 08 · ROSTER 09 · FORMS 10 · JOURNEY 11 · KPIS 12 · LAUNCH
ARS · Meta Ads Strategy · v2

ARS Meta Ads
Retail Elite Strategy v2

Spring 2026 · 13 ads · 5 ad sets · 2 campaigns · PAUSED until approved

💰 $80/day total ⏸️ PAUSED until approved 📍 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 rate15–20%30%+ (big jump)
Ticket sizeLower · budget shoppersHigher · quality shoppers
Lead qualityMixedMuch higher
⛈️ Preventive Storm vs Insurance-Claim Marketing
Storm creatives STAY IN the default pool. This is preventive-positioned marketing, not storm-chasing.
✅ ARS audience
Preventive retail buyers — proactive homeowners protecting BEFORE a storm hits. Peace-of-mind psychology. Quality-driven.
❌ NOT our audience
Insurance-claim chasers — reactive post-damage buyers (Morgan & Morgan / predatory restoration playbook). Completely different psychology and ethics.
Copy rules: Never say “file a claim.” Never reference insurance. Always lead with “protect before,” “prevent,” “don’t wait for damage.” Visuals can be stormy; positioning must be preventive.

🎨 Creative Inventory — ~69 assets ready for approval

Campaign Category Count
Retail PremiumStatics (4:5 / 1:1 / 9:16)~14
GoNano — HeroPurple Shield, house-dome aspirational~6
GoNano — ExplainerNanotech close-ups, cross-sections, timeline~8
GoNano — ComparisonBefore/after, $25K vs $5K price anchor~5
GoNano — UpgradeClass 1 → Class 4 upgrade CTA~3
Preventive Storm NEWLightning, aerial tornado, hail-survived hero~8
GoNano carousels4-card narrative sets4
VideosVeo3 sprayer · Kling avatar · Veo3 hero · Hail slow-mo4
Total~69

Each approved ad slot gets 3–5 variant swaps for A/B testing. Meta placements covered: IG Reels 9:16, IG Stories 9:16, IG Feed 4:5, FB Feed 1:1, FB Reels 9:16.

🎭 Brand System — evolving through Apr 23 creative reviews

Product naming
GoNano = official licensed product (co-brand — logo now appears directly on creatives).

Purple Shield = Arrow’s internal brand extension layered over GoNano (visual shorthand).

Lead with GoNano as the hero product name; use Purple Shield as visual language.
Headline pool
• “Unbreakable. Unstoppable. Undeniable.”
• “DEFLECT. PROTECT. PERFORM.”
• “BUILT ON INTEGRITY. PROTECTED BY SCIENCE.”
• “Same Home. Different Experience.”
• “Protect Today. Preserve Tomorrow.”
Primary CTAs
GoNano: “Get Class 4 Protection Today!”   ·   Retail: “Book Your Free Inspection Today!”
🏆 Top GoNano ad: The $25K vs $5K price-anchor comparison is now the strongest GoNano creative in the pool — promoted to top-3 GoNano ad priority.
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
Exclusions
Detroit 48201–48228Existing customersMeta leads 30d

👥 Audience Targeting

Demographics
Age: 35–65+
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.

08 · Ad Roster — Interactive Approval

📋13-Ad Roster

Review each ad below. Approve, request changes, or reject. Decisions persist in your browser.

🎯 Recommended Day 1 Lineup

Ad 01
RetailAd 01 · Primary Hero
Ad 04
RetailAd 04 · Reels
Ad 07
RetailAd 07 · Storm
Ad 11
GoNanoAd 11 · Hero 2
Ad 01 Ad 02 Ad 03 Ad 04 Ad 05 Ad 06 Ad 07 Ad 08 Ad 09 Ad 10 Ad 11 Ad 12 Ad 13
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

🚦 Ready to Launch

Approve the full strategy to kick off Apr 24 or print to PDF for review.

🚀 All 13 Ads Decided

Decision JSON copied to clipboard. Iva has been notified.