One video carries this account. The owner says the price question out loud, then explains why the price is fair: roof size, difficulty, materials and lower overhead.
It brought 47 instant form leads at $45.50 from $2,138.54. More telling: 27 of them submitted an application, at $79.21 each.
Next to it sits a small static test with a different angle: repair before you replace.
Exhibit B From lead to application
Cost per lead only tells half the story. The application is where a homeowner shows real intent.
27 applications logged against 47 leads, about 57 per 100. Aug 24 to Sep 22, 2026.
Exhibit C The two briefs
The owner explains the price
47 leads · $45.50 · 1.69% CTR
Top ad. The owner opens with the price question to camera, crew footage proves the work, and the offer closes it.
Repair before you replace
5 leads · $18.15 · 3.78% CTR
Early signal. For homeowners who assume they need a full roof. Guardrail: the inspection decides repair or replace.
Exhibit D Straight from Ads Manager
Aug 24 to Sep 22, 2026 · top ad: 47 leads at $45.50, 27 applications at $79.21
Verdict
The video is the biggest spender, so the first test is new opening seconds to lift click through, keeping the body that converts. The repair angle earns more budget, and a check on whether repair leads turn into jobs as often as replacement leads.
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