Creating better marketing automations in the Roofing industry

I was recently brought in to help a roofing client run a tighter operation, and while I was digging through their marketing I noticed a couple platforms just had basic ads running 24/7. No real focus, just on all the time.

Thing is, nobody wakes up on a random Tuesday wanting a new roof. Something has to happen first — hail, wind, water leaks, a bad storm.

So I implemented a change. Now the ads only turn on when there's actually severe weather within 20 miles of a city. The second something hits, the campaign flips on for 48 hours, then it checks the weather again and shuts itself off. All of this happens automatically, no human interaction.

Instead of paying to show ads to people who don't need their services yet, they're only spending money when people actually do. Simple idea, but it's saving a lot of wasted ad spend and customer acquisition costs is down substantially.

Anyone else doing something similar? Any other industries that are adopting this type of thinking? Let me know!

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