This YouTube video (Adam Sand) explains a step-by-step retargeting funnel specifically for roofers who want steady leads from video ads. Key points: use short ‘roof-priming’ videos to stop the scroll and build awareness (target homeowners ~30+ across a city); create audiences of viewers who watched a significant portion (e.g., 50%+); retarget those viewers with urgency/discount offers (early-season/post-storm discounts) sent to dedicated landing pages optimized for single-step opt-in and tracking (Facebook pixel). Non-converters are placed into a separate retargeting bucket and nurtured with galleries, blogs and social proof; conversion may take many months of repeated exposure.
Chapters
Roofers, do you want steady roofing leads without gambling on new platforms? This video shows the exact retargeting funnel we use to turn people who watched your videos into booked roof jobs. Step by step.
So the elements of successful advertising are to stop the scroll and get the attention so that you can get them to watch, so that you become known to them. You're also going to build an audience of people who know who you are so that you can retarget them, so you can get them to click, then get them to convert. These are the elements of successful advertising. Every bit of your advertising, everything that you do in marketing has to be moving through these sets of goals. How do you get them to stop scrolling the feeds of TikTok and Instagram and Facebook, whatever the case may be, because once you have their attention, you have to keep it. You have to get them to continue watching it long enough that you become known. So then once you become known, you can build an audience of people who know you. And then they're going to stay to these platforms because now they know me, hopefully they'll start to like me. Hopefully they'll start to trust me, trust the business, and you can retarget them with something that you want them to click on and they know or use, know that they'll go somewhere and convert. Okay, you have to memorize this. If it's not memorized then you don't fully understand advertising. So it all starts with kind of following this flow and I'm going to break this down step by step. Step one is roof priming videos. Just rip open your camera, start recording and provide some value and do something useful. This might give someone who's thinking about shopping for a roof some value. So you're just going after pretty much the entire cities, homeowners, 30 and above. So. So some of our people will have watched like 50% or more of a specific video. So if you have like a three minute video, they watch more than a minute and a half, then you can put them in a bucket. You can have some sort of like early season discount or post storms discount. Supply and demand. Everybody's going to be buying shingles. If you commit to a roof now, we can save you some money. The best time to get your roof done is right after the storm. We'll be able to save you money, but in two months everybody's going to be out of materials. So get booked in now. Urgency, opportunity, scarcity. So then these are your like easy layup ads. Now you're just targeting the people who saw the other videos, because now you've got an audience of people who know you, people who like you. Maybe people like, find your content at least like a little interesting or funny. And now you can easily retarget them with some kind of opportunity urgency and scarcity. Focus straight on the discount and then give a reason why the prices are going up. So you've got this early season discount app. Some people say yes, some people say no. But what does that mean? Well, you're going to have a landing page. Your landing page may just be your early season discount. So on your landing page you're going to have some kind of video that makes people know, like, oh, the thing I clicked on, I'm actually in that place. So you don't send them to like your contact us page or anything like that. You send them to a landing specific landing page. The landing page should be around like urgency, okay, like do this now kind of thing because you want to take this off the plate for these people later. But if you have some kind of like early bird gets the worm offer, then you need to have your early bird gets the warm video. Now you want there to be like no leaks on this landing page whatsoever. Pretty much like name, email, submit, nice and easy. You have your logo, shingles, reputation, social proof. So there's only two options. They either bounce or they convert. And you're going to have your Facebook pixel downloaded in the background on there as well. So if they hit back arrow on the landing page, that's going to be a bounce. They go into like a custom audience. Another bucket of people who saw your early season, your early bird gets the worm discount special page but chose not to opt in. They're all going to be in that, that like little bucket that's your like f you try harder, maybe try me later bucket. Eventually they're going to convert. You want to have some places for them to go so that you can continue to nurture them. Maybe there's some more questions they have. You want to give them some place to like go and get more value. Usually it's like an installation gallery, like your company cam gallery, link to your blog, maybe some reviews, nurture them with more content. Okay. You want to continuously warm up your audience and retarget them. It may take six months, a year or 18 months for them to actually, inside of their brain go like, hey, I need a roof. I need a roofer to come out and help me. But they already know that They've seen you 40 different times in the past year and that's what's going to help him. That kind of familiarity is really what drives consumers to you guys in terms of, like, retargeting ads.
