The $25K Roof Most Homeowners Don't Need

🎯What This Campaign Is

GoNano is a nanotechnology shingle treatment Arrow Roofing applies as a Certified Dealer. It bonds with asphalt shingles, seals micro-cracks, locks granules, adds 10 to 15 years of roof life. One day. No tear-off. No mess. Backed by a GoNano warranty.

📍Targeting Strategy

Mirror the Retail high-HHI footprint. Meta deprecated direct Household Income targeting late 2024, so affluence is filtered through ZIP and city selection. The geo list IS the income filter.

🧱Ad Set Structure

Two ad sets at launch. Original spec called for three (Manual Feed, Reels Native, Retarget). Audit of existing creative shows we do not have proper full-bleed 1080×1920 native 9:16. Rather than run sub-spec stretched 9:16 on Reels, we launch Feed/Explore-only Day 1 and add Reels in Phase 2 once Nick produces native vertical or explicitly approves the closest-to-native existing files.

✍️Five Angles to Test

From the 10-angle GoNano Homeowner playbook. Angle 7 (The Math) is the strongest, Angle 10 (Qualify Checklist) is the historical highest CTR.

Angle 7 · Hero · Set A + B

The Math Is Simple.

Strongest single angle

Headline

The Math Is Simple.

Primary text

$25,000 to replace your roof. Or $5,000 to extend it 15 years with GoNano. Same outcome. One-day application. No tear-off, no dumpster, no mess. Free roof score, no pressure. (734) 636-2251

Description

Find Out If GoNano Can Save Your Roof

CTA Button

Learn More

price-anchor-more-less · 1:1 · use as-is

Angle 1 · Set A + B

Cost Shock

Headline

Same Result. One-Fifth the Cost.

Primary text

Most roofs do not need to be replaced. GoNano nanotechnology bonds with your shingles, adds 10 to 15 years of life, and protects against Michigan hail and ice. Applied in one day. No tear-off. No mess. Free roof score, no pressure. (734) 636-2251

Description

Free GoNano Roof Score, no obligation

CTA

Learn More

price-anchor-tear-off · 1:1 · use as-is

Angle 2 · Set A + B

Add 15 Years. Guaranteed.

Headline

Add 15 Years to Your Roof. Guaranteed.

Primary text

GoNano nanotechnology bonds directly with your shingles. Seals micro-cracks. Locks in granules. Protects against hail, high winds, and extreme heat. Applied in a single day. Backed by GoNano warranty. (734) 636-2251

Description

Applied in 1 Day · No Tear-Off · GoNano Certified

CTA

Learn More

timeline-warranty · 1:1 · use as-is

Angle 4 · Carousel · Set A

50,000 Roofs Saved

Carousel format

Headline

50,000 Roofs Saved.

Primary text

"Most homeowners do not have a roof problem. They have an information problem. They tear off a $25,000 roof when they could have added 15 years of life with GoNano." Jonathan, GoNano Founder. Free roof assessment, 20 minutes, no pressure. (734) 636-2251

Description

14+ Years Industry · 50,000+ Roofs · 1-Day Application

Carousel cards

C1 4-layer cross-section · C2 hexagonal cross-section · C3 4-icon benefits · C4 water beading

4-card carousel · 1:1 · all use as-is

Angle 10 · Set A + B

Does Your Roof Qualify?

Highest CTR (per playbook)

Headline

Does Your Roof Qualify for GoNano?

Primary text

Find out, completely free. Check the boxes: Shingles older than 5 years. Granule loss in your gutters. Replacement quote over $10,000. You want 15 more years from your roof. If you checked even one, you should talk to us. (734) 636-2251

Description

Free 20-Minute Roof Score · No Pressure

CTA

Learn More

shield-house-dome · 1:1 · use as-is

🎨Creative Inventory (existing only)

Audited every GoNano creative across batch4, batch5, batch6, purple-shield, variants, gonano-creatives, and gonano-veo31 folders. No new generation per Nick directive. Phone digit check on every selected file: zero phone digits baked in, so the stale (734) 212-0890 risk is eliminated entirely. Phone is enforced at copy and form level only.

Use as-is for Set A and B (1:1 squares, full-bleed, no letterbox)

price-anchor-tear-off

Tear-off vs Nanotech, $25K vs $5K

UseCostAngle 1

price-anchor-more-less

More Cost. Less Cost.

UseCostAngle 7

price-anchor-same-home

Same Home. Different Experience.

UseCostAngle 7 alt

timeline-warranty

Protect Today. Preserve Tomorrow.

UseWarrantyAngle 2

protect-today-save-years

PROTECT TODAY. SAVE FOR YEARS. (4:5 native)

UseWarranty4:5

education-4layer

4-layer cross-section, GoNano logo

UseEduAngle 4

education-hexagonal

5-layer hexagonal cross-section

UseEduAngle 4

education-4icon

4-icon nanotech benefits

UseEduAngle 4

education-water-rolls

This is your shingle on GoNano

UseEduAngle 4

shield-house-dome

Purple dome over house

UseShieldAngle 10

shield-deflect

Deflect. Protect. Perform.

UseShieldAngle 1 alt

before-after-purple

Upgrade to Purple Shield (before/after)

UseB/ABench

before-after-clean

Unprotected. Protected. (clean splitroof)

UseB/ABench

9:16 inventory (Phase 2 only, do NOT launch in Phase 1)

All four are 941×1672 or 1024×1536, not true 1080×1920 native. Listed here as the closest-to-native we have so Nick can decide whether to approve them with pillarbox or wait for fresh native generation.

matrix-9x16

"What if I told you..." $25K vs $5K. 1024×1536. Best 9:16 we have.

Phase 29:16

explainer-3panel-9x16

"This isn't just a coating." 941×1672.

Phase 29:16

story-03-9x16

Earlier export of the 3-panel explainer. 941×1672.

Phase 29:16

story-07-9x16

Earlier export of before/after purple shield. 941×1672.

Phase 29:16

Skip with reason

💰Budget & Pacing

📥Lead Form & Pipeline

✅Pre-Launch Checklist

Campaign & structure

• Campaign 120244724773210598 objective is OUTCOME_LEADS
• Campaign daily budget OFF (use ad-set-level budgets)
• Campaign status PAUSED until final go
• Old broken ad sets (no geo, no age, no platforms) deleted or archived
• 2 fresh ad sets created (Set A Manual, Set B Retarget)
• Each ad set has correct geo (cities + counties + 50-mile Monroe anchor)
• Each ad set age locked to 35 to 65 in Ads Manager UI (Advantage+ Audience OFF on Set A so age sticks)
• Each ad set placements set to FB Feed + IG Feed + FB Explore (no Stories, no Reels)
• Each ad set destination type ON_AD
• Each ad set optimization goal Lead
• Each ad set conversion location Instant Form
• Lead form attached is 2759742871079358 (GoNano v4)

Creative

• 12 "use as-is" 1:1 creatives uploaded to Meta library (Section 5 inventory)
• 12 creatives have 4:5 letterboxed sibling (dark #0a0a14 pillarbox, never center-cropped)
• protect-today-save-years 4:5 native uploaded as-is
• All creative assets verified to show (734) 636-2251 or no phone number, zero ads with stale (734) 212-0890 number (audit confirms every GoNano creative is phone-free)
• All creatives reviewed for $25K vs $5K consistency (no $18K, $20K, $4K stragglers)
• Education carousel built for Angle 4: 4 cards in correct order

Copy & CTA

• All 5 angles have headline, primary, description, CTA filled
• CTA enum is LEARN_MORE on every GoNano ad
• Primary text under 125 chars where it shows above the fold on mobile
• No em dashes anywhere in copy
• No insurance, claim, free roof, "you may qualify" language
• No storm survival framing (preventive only)
• $25K vs $5K consistent across all copy
• Phone in copy is (734) 636-2251 on every ad

Tracking & pipeline

• CF Worker subscribed to Meta leadgen webhook for page 1495230893883650
• Worker tags GoNano leads distinct from Retail (worker-patch-apr23.diff deployed)
• GHL pipeline has GoNano-specific stage or tag
• AI receptionist script branch handles GoNano vs Retail intent
• One test lead submitted end-to-end and lands in GHL within 60 seconds

Final approval gate

• Nick reviews this deck and clicks one of the buttons in Section 9
• Iva launches in PAUSED state
• Trenton or Nick eyeball-checks every ad in Ads Manager
• Only then: unpause campaign

🚦Ready For Approval