$233 a day in. Roughly 8X back in booked jobs.

The deal

A roofing company gives us $233 a day. We build and run Facebook ads to their zip code. Every homeowner who's interested — a replacement, a repair, a free inspection — fills in their name and number, and that lead lands on the roofer's phone as a text, the moment it happens.

Then the roofer does the one thing no software can do: calls them back fast and books a time and date. That's the whole machine. Ads bring the people; the roofer puts them on the calendar.

Give it time — the learning phase is real

Here's what every roofer should know before the first dollar is spent: Meta needs time to figure out who to show your ads to. When a campaign launches, it enters what Meta calls the learning phase. The system is testing different people, placements, and times to find who actually books.

While it's learning, your cost per lead swings around — sometimes up, sometimes down. That's normal. It is not a sign the ads are broken.

• Days 1–7Learning phase

  Meta explores. Leads are inconsistent. Don't touch it — every pause or big edit resets the clock. We watch it so you don't have to.

• Week 2Exiting learning

  Once the campaign hits roughly 50 conversions, Meta locks in what's working. Cost per lead steadies and starts to drop.

• Weeks 3–4Optimization

  We swap the weaker creative, push budget to the winning audience, and the cost per booked estimate keeps coming down.

• Month 2+Scaling

  Now it's repeatable. We raise spend when your close rate proves it's worth it.

The leads are people who book time and dates

These aren't tire-kickers filling out a form for a brochure. The ad asks people to pick a service and a time — a replacement quote, a repair, a free inspection. So when the lead texts in, it already looks like an appointment:

The roofer (or the office) replies in minutes: "Thursday 4:30 works — see you then." Booked. The whole job is turning that text into a time and a date on the calendar.

Why speed is the whole game

A lead called back in 5 minutes is dramatically more likely to book than one called back in 5 hours. That's why every lead is texted to your phone the second it lands — no dashboard to check, no email to miss.

What the roofer needs to know, up front

• Give it a full month. Judging week one is like judging a rookie in their first quarter.
• Don't pause during the learning phase. Every pause resets Meta's optimization and wastes the spend you already put in.
• Answer fast. The fastest callback wins the job. This is a speed game, not a volume game.
• Book the time and date on the phone. Don't text a brochure. Get them on the calendar.
• Tell us what's actually selling. We tune the ads to the jobs and neighborhoods you want to fill.