What you will set up in this module

• Facebook Business Manager (correct structure)
• Ad Account properly set up under Business Manager
• How to use Instant Forms (Lead Forms) — no website needed
• The exact offer structure that converts for roofers without needing a landing page

Step 1 — Create / Clean your Business Manager

1. Go to business.facebook.com
2. Create a new Business Manager if you don’t have one (or clean an existing messy one)
3. Add only the people who need access (yourself + maybe one VA)
4. Claim your Facebook Page and Ad Account under this Business Manager
5. Never run ads from a personal ad account long-term

Step 2 — Set up Instant Forms (Lead Forms) correctly

We use Facebook Instant Forms (Lead Forms). No website. No Pixel required for this system.

1. When creating your ad, choose “Instant Form” as the destination
2. Use the high-converting form structure taught in this course (short + clear questions)
3. Always include a strong headline + subheadline that matches your ad creative
4. Add a clear privacy policy link (required by Meta)
5. Enable “Higher Intent” form type when possible
6. Test the form preview before launching

Step 3 — The Exact Offer Structure (No Landing Page Needed)

This is the core secret of the system. High-converting roofing offers that work with Instant Forms or Messenger:

• Free Roof Inspection (most common, easiest to convert)
• Free Gutter Clean with any restoration
• $500–$2,000 Off Roof Restoration (time-limited)
• “We Pay You $500 if we can’t beat the big company quote”
• Emergency Leak Repair – Same Day Response

Primary CTA: “Get Your Free Inspection / Quote Today” → Instant Form or Messenger.

What “done” looks like

• Business Manager is clean and only has necessary assets
• Ad Account is correctly claimed under the Business Manager
• You know how to create Instant Forms (Lead Forms)
• You have chosen your main converting offer
• You know you will use Instant Form or Messenger (no landing page and no Pixel required)

The 4 Winning Creative Types for Roofers

1. Before / After Transformations — Clean roof photos or drone shots. Big “$XX,XXX Saved” or “Restored Instead of Replaced” overlay.
2. ASMR / Process Videos — Pressure washing, re-pointing, spraying, tile cleaning. High watch time, cheap engagement.
3. Big Offer Graphics — Simple, bold text: “Roof Restorations From $2,499” + free gutter clean + limited time.
4. Risk Reversal / Challenge Ads — “Big companies overcharging? We pay you $500 if we can’t beat their quote.”

How to create them (no fancy tools required)

• Phone + CapCut (free) or Canva is enough
• Use real job photos (with permission or carefully cropped)
• Always put the biggest benefit / offer in the first 1–2 seconds or top of the image
• Text on image should be readable on mobile (big, high contrast)

Hook Framework (first line of ad copy)

Download the full Hook Library for 40+ ready-to-use hooks. Core patterns:

• “Not every roof needs replacing — but every damaged roof needs the right team.”
• “Homeowners: Don’t be fooled by big roof restoration companies…”
• “Is your roof looking tired, leaking, or just plain dirty?”
• “30% Roof Restoration Special + Free Gutter Clean ($400 value)”

Core Targeting Principles for Local Roofing

• Stay local (30–60 km / 20–40 mile radius max for most markets)
• Homeowners only (age 30–65 is usually the sweet spot)
• Layer interests carefully or use Advantage+ / broad with strong creative
• Always create and test Lookalike audiences from your best leads/customers

Recommended Testing Structure

Use the Testing Groups Map PDF for the exact ad set structure. Typical winning setup:

1. Broad / Advantage+ (let Meta find people)
2. Homeowner interest stack
3. Lookalike 1% of past leads / customers
4. Lookalike 1–3% of high-value customers
5. Retargeting (website visitors, Instant Form openers, engagers)

Recommended Campaign Structure (Simple & Scalable)

Do not over-complicate. One clean structure beats 15 messy campaigns.

Campaign Level

• Objective: Leads (or Sales if you have strong conversion tracking)
• Buying type: Auction
• Campaign budget optimization (CBO) or Ad Set Budget — both can work; start with Ad Set Budget for control while learning

Ad Set Level

• Location: Your service area (drop pin + radius or city list)
• Age: 30–65 (adjust based on your data)
• Detailed targeting: Use the packs from Module 3 or go broad
• Placements: Advantage+ Placements (recommended) or Facebook + Instagram feeds only while testing
• Optimization: Leads (Instant Form) or Conversations
• Budget: Start $20–$50/day per ad set while testing

Ad Level

• 3–5 creatives per ad set (mix of the 4 styles from Module 2)
• Primary text: Short, benefit-first, clear CTA
• Headline: Strong offer or “Free Roof Inspection”
• Call to action: Get Quote / Learn More / Send Message
• Destination: Instant Form (recommended for most) or Messenger

This is not set-and-forget

Facebook Ads require focus and testing. The roofers who get $18–$30 CPL read the data daily and make small, smart changes.

Daily Checklist (5–10 minutes)

• Check spend vs results
• Look at Cost per Lead and CTR
• Turn off any ad that spent 2–3x your target CPL with zero leads
• Duplicate and refresh creatives that are fatiguing (frequency > 3–4)

Scaling Rules

• Only scale winners (ads/ad sets that hit your target CPL for 3+ days)
• Increase budget by 20–30% every 2–3 days max
• Or duplicate the winning ad set and raise the new one
• Never jump from $30/day to $200/day overnight

When to Kill an Ad / Ad Set

• Spent 2–3× target CPL with 0 results → kill
• CTR drops below 1% and frequency is high → refresh creative
• CPL slowly climbing for 4–5 days → test new creative or new audience