Damaris Solutions
Meta ads proposal · Matt Doell, Tristan Preszler & Devin · Obsidian Sky Roofing
Meta says you're getting hundreds of leads. Your phones say otherwise.
You paused Meta because the leads weren't real. They were real people, but most had no idea they'd filled out a form, and plenty had replaced their roof in the last couple of years. That's not a competitor feeding you a list. It's how Meta's instant forms work now. Matt already has the creative side covered from years at Harry & David and LA agencies. What's missing is the media side: someone who works in Ads Manager every day, keeps up with Meta's constant changes, and builds campaigns that bring in homeowners in Medford who actually need a roof. That's this proposal.
Instant forms submit themselves
Meta added an autofill feature to instant forms. In some cases, tapping the ad opens the form, fills in the person's Facebook profile details and submits it. That's why people say "I don't remember filling that out." The phone number and email come from their profile, so they're often years out of date.
We've seen the same thing in Texas. Meta's own rep confirmed the cause.Static ads make accidental taps worse
People scroll past a static image, touch it by accident, and the form opens. That's much harder to do with a video ad. Static images also give Meta no watch-time data, so it has no way to tell who is actually interested.
Video leads. Static images only fill out the ad set.Asking for more info only goes so far
Adding questions to the form was the right idea. But if the form fills itself in, more fields don't stop junk leads. What stops them is a form that makes people confirm their details or a landing page they have to fill out themselves.
"Mostly 99.9% is this weird thing where they're leads and they're not." — MattAdvantage+ reaches too far
You already turned off Advantage+ audience expansion. That's the right call for a Medford roofer. Left on, Meta widens the location and age range to lower your cost per lead, and you end up paying for 18-year-olds in Portland. We'd keep it on for budget only.
You made this call yourself. We'd keep it and check the other settings where Meta turns it back on.Meta changes faster than anyone can follow part time
At Harry & David and at the agencies, a media team in another office handled this. Business Suite is clunky and changes constantly, and some changes only show up in conversations with a Meta rep. Staying on top of it is a full-time job, and it shouldn't be yours.
You make the creative. We make Meta work for it.You already have footage to work with
The video Jacob Grace and his wife shot is a head start. Real crews on real Medford roofs outperform stock footage. We turn that footage into short ads that answer the usual objections before anyone reaches the form.
Keep it under 30 seconds. Viewers stop watching well before a minute now.We judge success by inspections booked, not form fills.
Your cost per lead will probably go up compared with what Meta was reporting, and that's fine. Most of those cheap leads weren't real. What matters is cost per real conversation and cost per booked inspection. Every choice below is made to improve those two numbers, and the dashboard tracks both from the first week.
Video only, under 30 seconds
We cut Jacob Grace's footage into multiple short ads with different hooks, captions and endings. Static images only get added as extra placements, never as the main ad. When you need new footage, our videographer is in Medford and can shoot on site. That's included.
Ads that answer objections up front
The script and copy say who the offer is for (homeowners in Jackson and Josephine County whose roof is 15+ years old or storm-damaged) and who it isn't for. Renters, people who just replaced their roof, and people outside the area scroll past before the form opens.
A page built for one action
A standalone page, separate from obsidianskyroofing.com, with no navigation and nothing else to click. Its only job is getting a homeowner to book an inspection. Nobody fills it out by accident, and every lead typed their own information. We build it from scratch.
A form that makes people confirm
If we keep a form lane, we rebuild it as a Higher Intent form with a review screen, qualifying questions (roof age, home ownership, ZIP) and conditional logic that ends the form for people who don't qualify. It will bring in fewer leads, and more of them will be real.
Locked to your service area
We target a tight radius around Medford, Ashland, Central Point and Grants Pass, with Advantage+ audience and location expansion turned off. Retargeting only goes to people who watched most of a video or visited the landing page, so they've already seen your crew before the next ad.
Tell Meta which leads were real
Lead outcomes (real, contacted, inspection booked, sold) go back to Meta through the Conversions API. Meta then learns to find more homeowners like the ones who booked, instead of more people who tap forms by accident.
Advantage+ appears in more than one place, and Meta sometimes turns it back on when you duplicate a campaign or ad set. These are the settings we lock down and check again every week.
Advantage+ campaign budget
Lets Meta shift budget between ad sets toward whatever is working. It doesn't change who sees the ads, so it's safe to leave on.
Advantage+ audience / age expansion
Meta goes past your age and interest settings to lower CPL. For a roofer, that means more cheap leads who aren't homeowners.
Advantage+ location expansion
Meta goes outside your radius. You only roof in Southern Oregon, so a lead from Portland is wasted spend.
Instant form type: "More volume"
This is the default, and it's the setting most likely to produce autofilled, accidental submissions. We switch it to Higher Intent with a review screen.
Messenger as the destination
Nobody on a busy roofing crew has time to monitor chats. We send people to the landing page or a Higher Intent form instead.
Meta Ads Management
Strategy, campaign builds, video ad editing, landing pages, form strategy, tracking and reporting
Ad spend is not included. You pay Meta directly on your own card. We recommend starting at $1,000/month (about $33 a day) for the first 30 days, then raising it once we see which campaigns bring in real inspections.
- Full ad account audit of past campaigns, forms, pixel and settings, with written findings in week one
- Campaign strategy and rebuild designed for lead quality: prospecting, retargeting and form/landing page lanes
- Video ad editing from Jacob Grace's footage: hooks, captions, under-30-second cuts, new variations every month
- On-site videography in Medford when you need new footage. Our videographer is local, and it's included
- Custom landing page(s) built from scratch: standalone, one CTA, no navigation away
- Higher Intent instant form rebuild with review screen, qualifying questions and conditional logic
- Ad copy that answers objections and filters by roof age, home ownership and service area
- Pixel + Conversions API setup so lead outcomes train Meta toward booked inspections
- Weekly optimization: creative rotation, audience checks, Advantage+ settings, budget pacing
- Meta rep management: we deal with the rep and keep up with platform changes so you don't have to
- Live dashboard showing spend, CPL, cost per real lead and cost per booked inspection
- Strategy calls weekly for the first 30 days, then bi-weekly, with phone, text and email access anytime
Contract terms
Straightforward, and the same structure we use with every ads client.
- 90-day initial agreement at $2,000/month with no cancellation during those 90 days. Meta needs time to learn, and we need time to learn your brand.
- After 90 days, you decide the length: extend 6, 8 or 12 months, or whatever makes sense. We'll set it up together.
- Flat monthly fee. No percentage of ad spend and no per-item charges.
Your ad account, your choice
Either way, you have full visibility.
- Option A (recommended): we work inside your existing ad account with admin access. The account, pixel, audiences and history stay yours.
- Option B: we host the campaigns in our ad account and give you admin access, if you'd rather start fresh.
- We run ads for one roofer per market. We won't run campaigns for a competing roofer in your area. Two roofers' ads in the same market would just bid against each other.
You're already covered on these, and we're not trying to take over what's working.
- Ad spend is paid directly to Meta. We suggest $1,000 for the first 30 days, then a review. You control the number and can pause anytime.
- SEO stays with Juggernaut, and paid search stays with your current partner. We'll share what Meta shows us (winning angles, strong ZIP codes, objections people raise) so all of your channels benefit.
- Organic social (reels, posting, account management) isn't in this package. Add it anytime if you want the organic feed to match the ads.
A small, clean test before you scale
$1,000 over 30 days is about $33 a day. That's enough to compare the landing page with the Higher Intent form and to see which video hooks hold attention in Medford. On day 30 we look at cost per real lead and cost per booked inspection together and decide whether to scale, and which lane gets the money.
Video → landing page
The main lane. Short crew videos send homeowners to a single-CTA inspection page. Every lead typed in their own details, so contact info is current.
Video → Higher Intent form
A rebuilt form with a review screen and qualifying questions, tested head to head against the landing page. Whichever one produces cheaper booked inspections gets the budget.
Retargeting
People who watched most of a video or visited the page see reviews, before-and-after footage and financing or insurance-claim answers. This is usually the cheapest real lead in the account.
Better creative gets attention. Telling Meta which leads turned into inspections is what fixes lead quality over time.
Every lead, tagged by source
Landing page and form leads go straight to your team and your CRM, tagged with the campaign, ad and video that brought them in.
Your team marks what happened
Real / not real, contacted, inspection booked, sold. It takes one click in your CRM or a shared sheet, whichever your team will actually use.
Meta learns from outcomes
Those statuses go back through the Conversions API. Meta stops optimizing for form taps and starts looking for homeowners who book.
One dashboard, real numbers
Spend, cost per lead, cost per real lead and cost per booked inspection, by campaign and by video. Matt, Tristan and Devin all see the same view.
Real ads from current clients, cut to the same short, vertical, captioned format we'd build from Obsidian Sky's footage. Tap any video to play it with sound.
The owner on camera next to the truck. This ad produced a $9.28 cost per lead and a $51 cost per paying customer, sent to a single-CTA landing page.
One take, several ads. Same footage with a new opening line and captions, so Meta can test which hook holds attention. We'd do the same with the Jacob Grace footage.
Drone footage of real roofs, bold captions, and seasonal urgency. It's the same approach we'd use for storm damage and fire season in Southern Oregon.
A short cut for Mohave's Battery Add-On campaign, written for one kind of homeowner. Everyone else knows in the first few seconds that it isn't for them.
Purelight Power · @purelightpower
An Oregon solar brand whose Instagram our videographer and strategist built from scratch. The feed is reel-first, with drone and on-site cuts of real crews on real roofs. Every post came from footage of the actual business. It's the same kind of roof-top content we'd cut from Obsidian Sky's jobs.
Live profile: instagram.com/purelightpower
Reels: /purelightpower/reels
