Overhead Door — Meta Ads Strategy

Overview

Meta advertising for ^[1] was fully built out as of October 2025, with campaigns structured around service category carousel ads and a remarketing layer. As of the October 1 review meeting, all creatives were complete and the campaign was ready to launch pending landing page finalization.

Bing had been the primary PPC performer up to this point, providing a performance baseline: 29 conversions over 30 days at ~$24/conversion, with strong click-through and interaction rates. Meta was expected to complement and eventually exceed this.

Campaign Structure

Ad Types

Type	Purpose
Carousel ads	First-touch awareness, segmented by service category
Branded static ads	Brand reinforcement
Remarketing ads	Re-engagement after initial carousel exposure
Before/after video	In production at time of meeting; not yet launched

Carousel Ad Categories

The carousel ads were built to address distinct customer segments and service intents:

Residential — general garage door services for homeowners
Commercial — commercial property door services
Safety & Compliance — regulatory/compliance-driven messaging
Industrial & Warehousing — heavy-duty commercial/industrial segment

This segmentation mirrors the Meta ad set structure, which was being restructured to properly split commercial and residential targeting (previously all ad sets had been placed under commercial by mistake).

Ad Set Structure

The intended structure after restructuring:

Campaign
├── Residential Ad Set
│   └── Residential carousel + remarketing
└── Commercial Ad Set (3 ad groups by intent)
    ├── Commercial Property
    ├── Industrial & Warehousing
    └── Safety & Compliance

A Miro board was used to map this structure and serve as a guide for corresponding landing page builds.

Landing Page Strategy

At the time of the October 1 meeting, only a residential landing page existed for Meta traffic. A commercial landing page was identified as a prerequisite for launching the commercial ad sets.

Decision: Build a general commercial landing page first (mirroring the residential page structure), then consider more granular service-specific pages in a later sprint.

Open question: Whether to use separate landing pages for Meta vs. Google traffic to enable platform-level attribution. Consensus was to defer this until both channels are generating consistent volume — for now, both can point to the same pages.

See ^[2] for broader context.

CRM Integration

All Meta form submissions route into ^[3] via an automation workflow:

Form submitted → thank you email sent + internal notification triggered
Conditional split on service_type field (residential / commercial)
Lead added to the appropriate pipeline (Residential or Commercial)
Tags applied for service type and specific service need (e.g., broken spring, new remote)

Known issue at time of meeting: The Meta landing page lacked the service_type field, causing some leads to be routed to both pipelines. Fix: add a hidden field pre-populated based on which landing page the lead came from.

Performance Benchmarks

These figures are from Bing (the active PPC channel at the time), used as a proxy target for Meta performance:

Metric	Value
Conversions (30 days)	29
Total spend	~$700
Cost per conversion	~$24
Cost per click	Low (favorable)
Click-through rate	High
Interaction rate	High

Meta was not yet live at the time of this review. These numbers set the benchmark Meta should aim to meet or beat.

Action Items (as of 2025-10-01)

[ ] Sebastian Gant — Restructure Meta ad sets to properly split commercial and residential
[ ] Chris Østergaard — Build general commercial landing page (mirror of residential)
[ ] Sebastian Gant — Update Meta ad final URLs once commercial landing page URL is received
[ ] Chris Østergaard — Review all forms; add hidden fields where needed to ensure correct residential/commercial routing in GHL automation

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