How to Create Roofing Ads That Stop the Scroll: Master the Roofer Facebook Ad Blueprint

What is the Roofer Facebook ad blueprint? This has not changed. The fundamentals here have not changed because the fundamentals of human behavior have not changed. It's the same way that you buy things or you end up buying things. The fundamentals work on you as well. And so when you're looking at the next steps, think of it through the lens of how you end up buying stuff that you see online. Because, surprise, surprise, this is the way that we have to advertise to meet you, which is that the first thing we have to do is stop the scroll. Whether you're driving down the road, then you have to stop and look at a billboard or, or you're scrolling through your feed, which is just a highway of content, a highway of things to engage your brain. You have to get them to stop and pay attention to the ad, which means you have to get their attention. You have to get them to consume the information. So on a billboard, you've got mere seconds to work with. But on something like say, Facebook, Instagram, some kind of social media platform, you have the opportunity to get them to watch 3 seconds, 30 seconds, or 3 minutes, you can get them to spend time watching the thing. The goal and the power of something like Facebook is that you can become known, become known to your audience. They will have what's called brand recall lift. So you will lift the consumer's ability to recall your brand. When asked about it, if you've ever been on YouTube or Facebook and before you played a video, it popped up a question that said, like, do you remember these brands? Or if you were considering something, you would maybe decide between one of these three brands and you click something on the screen. What they're doing is they're measuring brand recall lift. They know which ads you've seen and they're trying to say, hey, this particular ad seems to be outperforming, or the client has put a lot of budget towards this ad. Let's find a couple of similar businesses and let's put them on a questionnaire and see if the person remembered and is possibly considering this brand for a solution. So the goal here is that you become known and therefore you build an audience of people that not only would recall your brand, but would be more likely to engage with an ad if they're given the opportunity. Again, then the act of retargeting, where you say, hey, anybody who's engaged with an ad before, put them on a smaller list of only people who've engaged with their ads and show them the next ad, right? So we're retargeting in many ways. This is why when you talk about something, the joke is like you talk about the things you want for Christmas into your wife's phone and then it's gonna show her those things on her social media feed. So she might buy it for you for your birthday or Christmas or whatever. The joke is essentially proving that this works, which is a retargeting is something that translates customers from there. You're going to try and get them to click on something. So you're going to try and get them to move towards being a customer. Your goal is to get them to click on something. That something is usually a offer that has either some kind of incentive towards urgency, opportunity or scarcity. From there, you want them to convert and become a lead. So visually, the fundamentals of successful advertising are look like this. So this is a plan that we try and execute on with our clients every single month. But it all starts at the beginning of the season with something we call roof priming. Roof priming is best done with video. It can be done with infographics, but it's best done with video. Because video you get a more enriched engagement metric, which is the percentage of a video watched. You usually cast this to a wide audience, so it could be the whole state of Texas or could just be a county. You're not going to get super narrow with like interest based targeting or demographic based targeting. You're just trying to show your video to as many people as possible who live in your area. It's really like the main criteria that you want them to live there, not be traveling in that location from there. The enrichment metric that you get is the people watched half of a video. The idea is if you do a four minute video explaining the three different types of events, you're exchanging attention for a knowledge of your business. You're just trying to, as we talked about here, get their attention, get them to watch and become known so you can build an audience. The audience being built, the action of that is you telling Facebook, hey, anybody who watched 50% or more of one of my videos, put them in a custom audience, a buck that you can retarget, where you can say, hey, Facebook, put these people in a bucket because I'm going to want to do something with these people next. So in many cases, if you have one video running and you show them this video in February, when you're trying to target them in April, it doesn't work. So January, February is really about building up your audience and building up your content, getting A lot of videos made. This is where you're generating a lot of video or content of some kind. As soon as they fall into this bucket, you want to be showing them your early discount ads. So the idea is that you've built up an audience, but it needs to be recent, relevant and they need to remember it. So you're going to get some leads from this first ad because it's opportunity, urgency and scarcity. You can only offer this while supplies last. There's urgency, which is that you need them to do it now. This ad will be shut off as soon as that's done. So you should be urgent in converting on this ad. And so you have scarcity, urgency. And it's an opportunity. It's an opportunity to save money. It is the best, simple, straightforward offer. There's a price you're going to pay. The best time to buy is now. Most people delay this decision, they put it off and they pay more. Don't do that convert on this ad. So you're going to get some leads and so you're going to have yeses and nos, people who convert and people who don't. When they do convert, great, you got a lead. But when they don't convert, you need to have a plan. This is another custom audience, another bucket. And so this early season discount landing page visits with no opt in. So they did not choose to convert. This becomes your new target. So before you only had this bucket to target or the wide audience. So you have a wide audience, which is everyone. You have a smaller bucket, which is 50% video views and then you, the smaller bucket, which is these people who visited your landing page but did not opt in. What benefit or pain point do we need to solve that makes them interested? So this is something like education. So we can say, okay, how to choose the right contractor for your project. This was one infographic that we ran. Now if that's the offer, then there's assets that you're going to need. You got to get your assets together. So the assets you want to get are like an offer of value, some kind of concept. What are you going to be offering this month? You want some kind of blog post explaining the value. You want some written content. This is good for your SEO, but it's also good for your conversion rate optimization. You want to have some piece of content that explains the value, then that blog post informs the design of the infographic because the designer needs to know what to design. They need to know the thought process that it needs to guide people through visually. This is where the infographic makes it easier to understand. Then you'll need a landing page to make that is specific to the offer. The offer could be to download a PDF of how to choose a contractor. It could be a PDF on the different types of events to consider when buying a roof. Then when they click and convert on that landing page, they have to go somewhere, a thank you page. This is a great way to mark that conversion. There's other ways to do it, but there has to be something that confirms the offer was collected. And then you want some kind of automatic email that sends a way to redeem the offer, something that they can hold onto, that's tangible, that they can use to say, hey, I have this offer. In that you have to make sure that the terms and conditions of the offer are clear so the customer understands what exactly they're getting. And then you want ad thumbnails based on the infographic that are sized for every platform. So I want to jump in what that looks like. So if the campaign was to get cedar roof leads in the neighborhood of Wedgwood, well, then all of your thumbnails have to fit for all the different ad sizes. So there's going to be Facebook ads, there's going to be Google Display, there's going to be the marketplace. Now, where that goes is usually to a page on your site that has the ability to view or download your infographic. This is an example of one of our better performing infographics that we use. We had to do this in such a way where, like, every single one of these little elements was custom designed. A lot of people who want to sell you an infographic are going to use like canva templates or there's something called like, beautiful AI. It's hard to get some of these elements to fit and look good and communicate the message. So with this, this follows the blog post that we had for it, which is explaining went through, declaring a problem, presenting a solution, and elaborating on it. So we said like, do you know the average cedar roof in Alberta is 125 bundles with approximately 50 shingles per bundle. And there's two nails per shingle. That's roughly 12,500 nails going to your roof. So the vis elements that we wanted was a bundle. Like this is what a shingle bundle looks like. We wanted to show like a bunch of nails flying at a roof, the same roof that you see kind of in the picture and in the ad, so that it feels familiar when they get there as they read logically top to bottom, left to right. So you'll see that is a section up here. But we also wanted to highlight the data point, which was 12,500 nails going into roofs. We wanted a big number there. And so in many cases, you're trying to get the key talking point there. All it takes is one good leak to cause significant data damage to the interior of your home. So the idea here is that we're trying to make a very compelling argument that a bundle has a lot of shingles, and shingles have a lot of nails, and therefore there's a lot of nails. And nails are like holes going into roof. And all it takes is one for this to go back. The second element that really works is exploded roof views. People like this because it helps them understand how a roof goes together. When they look at a picture, a roof in progress, they don't really understand how all the pieces come together. These exploded views are like, it shows a person why something is what it is. Then you want to put the customer in to the scenario, show what the happy outcome would be. So there's a few elements that work really here. We started educating them on us. We had the roof done right by sergeants roofing. It still has a warranty. The other element that works really well is comparisons, visual comparisons, like the this versus this. So these elements work really good because it kind of shows everybody the things that they need to consider to make a good decision.