Damaris Solutions
Full-suite marketing proposal · Tanner, Bill & Dillon Feland · Preferred Roofing
33 years of great roofs. Now let's make the marketing trackable.
Preferred Roofing has been stuck around $3M for a few years. Lead flow has dropped off, and last year about $41,000 went into advertising with no clear way to see what came back from it. You don't need more TV packages or another agency making guesses. You need a system where every dollar is traced to a lead, a sold job and a customer acquisition cost, so you can see which channel is working and put more money into it. We're a small team, we take one roofer per state, and we work like your in-house marketing department.
A $3M plateau
Bill started Preferred in 1993. You added commercial in '97, dropped residential for a few years around 2011, then brought it back because agents and past customers kept asking. Revenue has sat around $3M for years, and the three of you are ready to grow it.
"We're either gonna get after it and do something, or what are we doing here?" · TannerMoney spent, nothing to track
At one point you were spending $300–350K on TV and radio through local media companies. Last year it was about $41K, mostly paid ads. Nobody could tell you what any of it returned. Most of that money went into packages that promised reach but never tied it to sold jobs.
"If I know I put a dollar towards this, what am I going to get back?" · TannerYou want CAC to decide where the money goes
Spend, return, customer acquisition cost by channel, then put more into whatever is working. We run every client this way. If we can't show you a CAC, we can't show you we're earning the fee.
We plug into AccuLynx so sold jobs flow back into the reporting and into Meta.Your team calls your leads
No outside call center speaking for Preferred. Leads go straight to your office and sales team in AccuLynx, tagged by source, with an instant alert. Speed to lead stays with you, and so does the conversation with the homeowner.
"When it's my people, I have a little more control over it." · TannerTell us what to shoot
You're happy to get in front of a camera, but you don't want to be the one coming up with ideas. So we write every script and direct every shoot. Scripts live on an "Ad Scripts" page in this link, ready on your phone. For bigger ad batches, our videographer comes to Oklahoma for a shoot day.
"If you tell me what to do, I'll get in front of a camera." · TannerStarting from a clean slate
You don't have an old Meta ad account or broken campaigns to clean up, and the site your brother built is one of the better roofing sites we've seen this year. The work now is getting traffic to it and building landing pages for ads to send people to.
"Well, there's not a lot to fix at least." · TannerTanner asked what our roofing clients are actually seeing. One of our roofing clients in Medford, Oregon is the closest match to Preferred: a family-run local roofer that's been around about 30 years, with a sales team of two who call every lead themselves, competing against national storm-chaser brands. All numbers below come straight from their CRM, exported Sept 17, 2026.
Revenue by year · January through September
The same months each year (2026 only runs through Sep 17). They had leveled off, the same way Preferred has at $3M.
Aug + Sep, since the new site went live
Their rebuilt site launched July 27, 2026. These are the first two months after launch, compared with the same two months of 2025. September only counts 17 days so far.
What the website leads are worth
Website leads show up already further along and buy bigger jobs. They're a small share of their leads and a much bigger share of the money.
How to read these numbers
This is organic only. Their results so far come from the website rebuild, SEO and organic social. Their Meta ads were filmed last week and launch next week, so paid ads aren't in any of these numbers yet. Their sales team closes the deals, and not every dollar of total revenue is ours to claim. "Website form" revenue is the conservative figure: it only counts jobs whose CRM lead source is the website contact form. People who found them on Google and then called are logged as Internet Search. We can't promise Preferred the same numbers. We can promise the same system, the same tracking and the same kind of reporting, so you'll see what's working from the first month.
We put all three in every package because they help each other. Organic reels show Meta's algorithm (and homeowners) that you're a real, established business. That makes the ads cheaper. The ads bring traffic to a site that already converts well. The SEO work keeps paying off after the ads are turned off.
Meta ads, video-first
Short (10–30 second) video ads built on the same ad-concept formula that helped scale Purelight Power by $180M in 16 months, adjusted for roofing in Oklahoma. Storm-season campaigns can go live within days of hail hitting a ZIP code. Our Meta clients usually see leads within 2 days of launch, at an average of $20–35 per lead.
Reels, not static posts
We run Facebook and Instagram with regular reels: crews on roofs, before-and-after footage, storm tips, Bill's 30+ years of know-how. People scroll past static images. Our social strategist sends you trend ideas, and you film when it's easy for you.
Traffic to a site that's already good
Keyword research, blog posts and copy updates for terms like "roof replacement OKC", "TPO roofing Oklahoma" and "hail damage roof Edmond". We monitor your rankings, add sharper photos, and build dedicated landing pages for each ad campaign (residential storm, commercial coatings).
Only if the audit calls for it
Google ads cost more per lead ($50–$200 per call) and bring in fewer leads, though the quality is high. We audit your keywords first. If you're missing from the top results for the searches that matter, we run Google as a temporary bridge while organic rankings climb (up to ~6 months), then shut it off.
AccuLynx ↔ Meta, built via API
We write the integrations ourselves. Every lead lands in AccuLynx tagged "Meta", "Website" or "Google", and sold-job data goes back to Meta through the Conversions API. Meta then learns which ZIP codes and audiences actually buy roofs from you and shows your ads to more people like them.
Your coatings expertise, on camera
Very few roofers in Oklahoma can call themselves the state's No. 1 elastomeric coating applicator. We'd build a separate commercial lane on the "save up to 35% on energy costs" angle, aimed at building owners and property managers, alongside the residential storm work.
Test first, then put money behind what works
You were thinking about $100 a day. We'd start at $1,000–1,500 a month for the first two months and raise it to about $3,000 a month (your ~$100/day) once we know your real cost per lead and which ads are winning. One reason is Meta's new instant-form autofill feature, which floods some states with junk leads from people who don't remember submitting a form. We've seen it in Texas but not in Oregon or Arizona. If it shows up in Oklahoma, we want to find out on $1,000, not $3,000. At $20–35 a lead, a lean budget still gets your sales team real conversations in month one.
Test hooks, landing page vs. form, residential vs. commercial. Establish CPL and first CAC.
Put the budget behind the winners and add storm and retargeting campaigns. Scale further when the CAC supports it.
Ad spend is paid directly to Meta. You set the number, and you can pause it anytime.
Plan on up to 30 days before ads go live
Before any ad runs, we write the scripts, film them (with you on your phone or with our videographer on site), edit them and get your approval. That usually takes 2–4 weeks, and can take up to 30 days depending on filming schedules and weather. Tracking, landing pages, SEO and organic social all start in week one. Once the ads are live, leads usually start coming in within a couple of days.
Full-Suite Marketing
Meta ads, organic social, SEO, website, videography and tracking, all managed for you
Ad spend is separate. You pay Meta directly on your own card. The fee stays the same whether we're testing at $1,000–1,500 a month or scaling to $3,000 and beyond.
What's included
One flat monthly fee. No percentage of ad spend and no charge per video.
- Meta ads management: strategy, campaign builds, audiences, weekly optimization, Meta rep management
- Ad scripts written for you on the proven ad-concept formula, delivered on an "Ad Scripts" page you can pull up on your phone
- Video editing: hooks, captions and ads under 30 seconds, with new variations every month
- Videography included: we direct you remotely for quick shoots, and our videographer does on-site shoot days (you only cover travel)
- Organic social: reel-first Facebook + Instagram content, posting and account management
- SEO: keyword research, blog posts, on-page optimization and rank monitoring
- Website updates + ad landing pages: high-res images, keyword-targeted copy, campaign pages. We don't charge for website work
- AccuLynx integration + Conversions API, custom-built via API, so sold jobs train Meta
- Instant lead alerts to your office and sales team, with every lead tagged by source in AccuLynx
- Google keyword audit, plus a temporary Google campaign only if the audit shows a gap
- Live dashboard at this link: ads, website, SEO, social, leads, CAC and ROAS in one place
- Sales and speed-to-lead coaching from our call-center systems experience, at no extra cost
Contract terms
Enough time to get a real CAC, and no longer.
- 6-month initial agreement. Leads start coming in right away, but it takes a few months of data to know your true average CAC.
- After 6 months, renew for whatever length makes sense. We'll set it up together.
- Flat monthly fee. No percentage of ad spend, and the fee doesn't go up when your budget does.
Only roofer in Oklahoma
This is why we don't sell appointments.
- We work with one roofer per state. If we work with Preferred, we won't take on any other Oklahoma roofing company.
- Your accounts stay yours. Meta Business Manager, ad account, pixel and page are in Preferred's name, and we work in them with admin access.
- Leads go straight to you, never through a third-party call center.
- Ad spend is paid directly to Meta (and Google, if we run it) on your own card: $1,000–1,500/mo to start, about $3,000/mo from month 3.
- Videographer travel for on-site shoot days in Oklahoma (flights and lodging only, no charge for filming time). Phone-shot content we direct remotely costs nothing extra.
- Not recommended: TV, radio or billboards. These build brand awareness but can't be tied to a sold job, and they don't fit a CAC-first plan.
This is what makes the $41K-a-year problem go away: every dollar ends up tied to a sold roof or it gets cut.
Lead lands in AccuLynx
Tagged with the campaign, ad and landing page it came from. Your office and sales team get an alert right away.
Your team calls fast
Your people, your voice. We help set up a speed-to-lead routine and a simple follow-up cadence.
Sold jobs go back to Meta
The Conversions API reads outcomes from AccuLynx, so Meta looks for more homeowners who look like your buyers.
CAC by channel
Spend, CPL, cost per estimate, CAC and ROAS by campaign. Put more into what's winning and cut what isn't.
Real ads from current clients, cut to the same short, vertical, captioned format we'd script and shoot for Preferred. 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. One shoot day at Preferred turns into a month of ad variations.
Drone footage of real roofs, bold captions, and seasonal urgency. It's the same approach we'd use for hail and storm season across the OKC metro.
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 rooftop content we'd make from Preferred's jobs.
Live profile: instagram.com/purelightpower
Reels: /purelightpower/reels
