The same price question angle as Client A, briefed as an owner led collage of real completed roofs and installs, with the offer as the main message.
It brought 16 instant form leads at $44.47 from $711.59, in about two weeks.
A single image version of the same angle came in cheaper per lead: 5 leads at $28.78 on about a fifth of the spend. Five leads is too few to call a winner.
Exhibit B Same angle, two formats
Only the format changed. The hook and the owner's explanation stayed the same.
Leads from each version. Sep 9 to Sep 22, 2026.
Exhibit C The two briefs
The owner led collage
16 leads · $44.47 CPL
Top ad. Several real jobs in one image act as proof of work, so the price reads as believable instead of cheap.
Same angle, one image
5 leads · $28.78 CPL
Early signal. The price question angle without the collage, to see if a simpler image can carry it.
Exhibit D Straight from Ads Manager
Aug 24 to Sep 22, 2026 · top ad: 16 leads at $44.47
Single image row · started Sep 9, 2026 · 5 leads at $28.78
Verdict
Only a few ads in this account carry the results. Move budget toward the proven angle, cut ads that spend without leads, and give the single image more budget with a decision at about 20 leads.
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