Storm damage roofing and full home restoration for North Texas homeowners. We manage the whole process from claim to completion — so you never have to chase adjusters, contractors, or paperwork.
First full month of paid campaigns across prospecting, DM, and retargeting. $855 invested, 88K+ impressions, 40K+ unique people reached. Cost per DM is the Step 1 metric — it tells us the conversation is happening. The real number we are building toward is cost per booked estimate, because that is what tells us our scaling math.
These campaigns ran on Campaign Budget Optimization (CBO) — meaning Meta automatically distributed the budget in real time to whichever platform was generating the best results. You didn't split the spend manually. Meta's algorithm decided where people were engaging most and moved the money there on its own. This breakdown shows exactly where Meta sent your budget and what it got in return on each platform.
Meta's algorithm is doing its job. It pushed heavier spend toward Facebook for volume — 64.4K views and 753 link clicks — and used Instagram where it saw stronger engagement signals, driving more DM conversations and profile visits. You didn't have to manage any of this manually. CBO found the path of least resistance and optimized spend in real time. Both platforms more than doubled their reach vs the prior period, which means the longer this system runs, the more compounding visibility Relentless builds across North Texas high net worth neighborhoods.
Three distinct campaign types ran simultaneously. Each had a different job in the funnel — from cold visibility all the way to warm retargeting with social proof.
Cold audience — top 15 high net worth DFW zip codes
Boosted posts driving direct Instagram conversations
Warm audience — testimonials + before/after to prior viewers
Every creative that ran this period, deduplicated. Where the same creative ran across multiple ad sets or campaigns, the data is combined into one row so you're comparing the creative itself — not the placement.
| Creative | Goal | Spend | Impressions | Reach | CPM | Results | Cost / Result | Status |
|---|---|---|---|---|---|---|---|---|
|
Hail damages more than your roof
6 variations combined — boosted + DM + reach + engagement
|
DM Convos | $511.28 | 49,157 | 24,329 | $10.40 | 41 DMs | $11.00 | Active |
|
Contractors cut corners
Single creative — DM ad set
|
DM Convos | $127.01 | 16,864 | 7,238 | $7.53 | 11 DMs | $11.55 | Active |
|
Storm damage in DFW? Here's the difference.
Boosted post — DM objective
|
DM Convos | $86.48 | 6,525 | 3,599 | $13.25 | 4 DMs | $21.62 | Off |
|
DFW Homeowners w/ testimonials
Profile visit + follower growth campaign
|
Profile Visits | $83.57 | 11,492 | 8,185 | $7.27 | 516 visits · 4.22 followers/day | $0.84/visit | Active |
|
Most roofing companies avoid small repairs
Small test — archived
|
DM Convos | $14.47 | 722 | 261 | $20.04 | 2 DMs | $7.24 | Archived |
The retargeting campaign served testimonials and before/after content to people who already saw Relentless ads — and generated DM conversations at $10.25 vs $13.39 from cold campaigns. That gap matters, but not because cheaper is the goal. It matters because warm audiences have higher intent. They already know who Relentless is. When they DM, they are further along in the decision than a cold lead — which means they are more likely to book an estimate and more likely to close. Lower cost per DM on warm traffic is a signal of audience quality, not just efficiency. That is what we are building toward: knowing exactly how many of these conversations turn into booked estimates, and what that costs. Once we have that number, the scaling math writes itself.
Phase 1 was about launching the system, testing creatives, and building a warm audience. Phase 2 is about putting more budget behind what's already working and cutting what isn't.
Establish the cost per booked estimate. Track how many DM conversations convert to scheduled inspections. That number — not cost per DM — is the metric that tells us how much to spend. Build toward it by locking in 100% follow-up on every inbound message first. That is the missing half of the funnel.
Increase retargeting budget from $10/day to $20–25/day. Pause "Storm damage in DFW" ($21.62/DM — highest cost). Test 2 new creative hooks against the existing winner.
Cost per DM conversation drops under $10. Retargeting reach grows as prospecting fills the top of funnel. At least one new creative tests at or below $11/DM.
Operations first. Content second. New ads third. Spending more on ads when the bucket is leaking just exposes the holes — it does not fix them. Here is the sequence.
Before anything else changes in the ad account, Chris or someone on his team needs to own the DM inbox — morning, midday, and evening, every day. Not once a day. Throughout the day. Speed to lead is everything. The ads are already generating conversations. The job right now is to respond to every single one within 5 minutes and follow up 3 times before letting anyone go. No more slipping through the cracks. This is the highest ROI move available — and it costs nothing extra.
Profile visit ads are already running. Every piece of content posted to the page gets more eyes on it for free. The move is simple: show up on the job site with a phone. Hail damage close-ups. Before and after shots from the same angle. Crew working. Homeowner smiling next to a finished roof. Testimonials on the spot — even 15 seconds straight to camera. Don't overthink it. Don't edit it. Just post it. The algorithm rewards activity and the profile visit audience is already being sent there. Give them something to see when they arrive.
Once the inbox is dialed in and content is flowing consistently, introduce a new profile visit campaign alongside the existing one. Same targeting model — top DFW high net worth zip codes — but with fresh creative. The goal is to keep expanding the cold audience pool so the retargeting campaign always has warm people to re-serve. More profile visitors today means more people to retarget next month.
Once the profile visit audience has grown, layer in a new retargeting message ad specifically aimed at people who visited the profile but never sent a DM. Serve them a testimonial or before/after video with a direct message CTA. These are warm people who already showed interest — the retargeting ad closes the loop. This is the same playbook that's already working at $10.25/DM. We're just scaling it with a bigger warm audience built from the new profile visit traffic.
Spending more on ads when response rates are low just exposes holes in the business — it doesn't fix them. The June review should show: response rate at 80% or above, cost per booked estimate identified, retargeting audience growing, and content posting consistently. When those four things are true, the scaling math is knowable — and that is when it makes sense to increase budget. Not before.
This is not a generic benchmark report. These grades reflect the performance of this specific campaign collaboration — the ad strategy, creative execution, audience targeting, and platform results we have built together. Each metric is graded against North Texas roofing companies running Meta ads at a similar budget level ($500–$1,500/month). Click any metric to expand the full breakdown.
Strong launch. Ad strategy is sound, creative is landing, audiences are being built at elite CPM efficiency, and profile visit cost is near best-in-class. The only thing holding this campaign back from an A is the 39% message response rate. The ads are doing their job. The opportunity is on the operations side — and that is fully within Chris's control to close.
Your CPM is below the North Texas roofing average, meaning you're getting more eyeballs per dollar spent than most competitors. The prospecting campaign in particular hit $5.32 CPM — that's elite-level efficiency for cold audiences.
For a roofing/insurance restoration service where one job is worth $8,000–$25,000+, a $13 DM conversation is an exceptional cost per lead. The retargeting campaign at $10.25 shows what happens when warm audiences get served the right content. Note: the goal is not to chase the lowest possible cost per DM. A higher-quality conversation from a more qualified lead is worth more than a cheap message from someone who clicked by accident. Cost per booked estimate is the metric that will tell us if this number is working. Right now, at $13/DM with an average roofing job worth $8,000–$25,000+, the math already works significantly in your favor.
516 profile visits at $0.84 each is exceptional. This means people who see the testimonials ad are actively clicking through to learn more about Relentless. A warm, engaged audience being built at nearly half the industry average cost.
More than doubling reach on both platforms in a single month is a strong launch signal. This is the compounding effect of a system working the way it should — ads drive reach, reach builds the retargeting pool, retargeting converts at lower cost.
This is the #1 operational lever available right now — and it costs nothing to fix. Every unanswered DM is a conversation that the ad system already paid for. Getting to 80%+ response rate does not require more budget. It requires a system: notifications on, someone owning the inbox, and three follow-up touches before letting anyone go. See the coaching section below for the exact protocol.
The ad strategy, creative, and targeting are working. But right now, cost per DM is a Step 1 metric — it tells you a conversation started. It does not tell you whether the business is growing. The metric that actually matters is cost per booked estimate. Once you know that number, you know your scaling math — and you know exactly how much to spend.
Right now there is enough data to start building this equation. Here is how it works with your actual numbers as a working example:
If the average storm restoration job is $8,000–$15,000, then spending $650 to acquire a job is an extraordinary return. That is 8–23x return on ad spend. The math already works — even at a poor follow-up rate. The question is not whether to run ads. The question is: how fast can you follow up and how many estimates can you book?
Note: This is a working example based on your current $13/DM cost. Your actual conversion rate from DM to estimate and estimate to job will refine this number. The goal for the next 30 days is to track those two numbers so the math is based on reality — not assumptions. Once you know them, you know exactly how much ad spend to run to hit any revenue target.
Chris — create a simple note or spreadsheet: Date of DM, name, did they book, did they close, job value. That is all you need. After 30 days you will know your real conversion rates and your real cost per booked estimate. That is when the scaling math becomes precise — and that is when you know whether to spend $500/month or $5,000/month on ads.
As we add AI automations and button-selection qualifiers to the DM flow, cost per message may go up slightly. That is intentional. People who are not interested will not make the extra click. People who do are signaling real intent. A $20 DM from someone who already confirmed they have storm damage and want a free inspection is worth more than three $7 DMs from people who clicked by accident. We are building toward higher-quality conversations at the right cost — not the cheapest conversations at any quality.
Of your 58 conversations, roughly 35 did not get a reply. Most of those people are still warm. A follow-up sent today could recover 3–5 estimates that are already paid for. One job from a recovered DM pays for the entire month of ads. The goal is a decision — yes or no. Not a ghost. Follow up until you have one.
More budget does not solve a low response rate. It just generates more unanswered messages at scale. The lead generation is working. The constraint right now is the conversion from conversation to calendar. The constraint is the conversion from conversation to calendar. Fix that first. Then scale the spend with confidence because you know the math works end to end.
The contractors booking 15–30 estimates a month from Meta ads are not just simply spending more. They have built the systems that capture what the ads are already generating — and they know their numbers cold.
Questions about any of this? Reach out directly — Cole · (214) 454-6874
17 verified hail events across North Texas, layered with home values, income data, service radius, and high net worth target zones. Custom built for Relentless Contracting by Cole @ Meger Media.