77 Media · Portfolio · Roofing crew

Ads that finally paid for themselves

Where they started

A roofing crew was spending $2K a month on ads nobody was tracking. Money went out, jobs came in, and no one could say whether the two were related.

What we did

• Tracking first

  Before touching a campaign, we wired up conversion and call tracking, so every enquiry could be traced to the ad that brought it.

• Cut the wasted half

  With real numbers in hand, half the spend turned out to be buying nothing. It was cut, not defended.

• Pointed the rest at the right jobs

  Budget moved to the campaigns bringing the work they actually wanted, at the margins they wanted it.

• Booked out by spring

  Six weeks of forward bookings, on the same monthly budget they started with.

The client's name is held back by agreement; we will walk you through the full detail on a call. The result figure is our own measurement for this engagement.

Is Facebook advertising worth it for a small business?

It is worth it when you can measure it, and a waste when you cannot, which is most of the time. The reason is that Meta reaches people who were not searching for you, so the payoff is slower and much easier to lose track of than Google.

• It works for demand you have to create

  Nobody searches for a roof until they need one. Meta puts you in front of homeowners before that moment, which Google cannot do.

• It fails without conversion and call tracking

  Half of local ad spend is usually buying nothing. You cannot find which half by looking at the platform's own report.

• Platform-reported results are optimistic

  Meta counts conversions it believes it influenced. Reconciling those against the enquiries that actually arrived is where the real number lives.

• Cutting is where the return comes from

  The gain on this account came from switching off the wasted half and moving that budget to the jobs they wanted, on the same monthly spend.

That took them to 2.4× return on ad spend and six weeks of forward bookings by spring, on the budget they started with.

Work like this runs on the Growth plan — ads management starts on the Growth plan. See the plans and prices.