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The challenge
Cardinal Roofing was a $6M residential roofer with strong sales but marketing that couldn't scale up in a storm week without wasting budget the rest of the year. They'd tried three agencies and none understood how insurance-claim buying differs from retail replacement.
What we did
Storm-triggered campaign infrastructure
Pre-built Meta and Google campaigns that could flip on within 24 hours of a storm, tightly geo-fenced to impacted zip codes, with insurance-claim-specific creative and landing pages.
Insurance-vs-retail funnel split
Separated the site and ads into two funnels, insurance-claim inspections and retail replacements, with different offers, forms, and follow-up sequences.
Aerial drone creative pipeline
Weekly drone shoots on active job sites fed a rotating library of Meta ad creative. Ad fatigue dropped and cost per lead fell 41% over the season.
Speed-to-lead + in-home appointment automation
Every storm lead got an SMS in under 60 seconds plus a confirmed inspection appointment on the calendar before the salesperson called.
The results
"The first storm hit on a Thursday. We had ads live in the affected zip codes by Friday morning. The old agency would still have been on a discovery call."