Overhead Door — Meta Budget Allocation
Overview
During the October 2025 PPC review, Overhead Door Madison approved a Meta advertising budget structured around a residential-heavy split. The allocation reflects the client's stated priority: residential garage door sales are expected to outperform commercial on social platforms, and the budget weights accordingly.
Total approved Meta spend: ~$600/month ($19/day).
Budget Structure
| Campaign Type | Daily Budget | Monthly Est. |
|---|---|---|
| Residential | $16/day | ~$490 |
| Commercial | $3/day | ~$90 |
| Total | $19/day | ~$580 |
Note: The residential line is further subdivided into three ad sets at ~$3/day each (e.g., by creative or audience segment), with an additional $5/day toward remarketing discussed as an alternative structure. Final remarketing allocation was folded into the residential line rather than broken out separately.
Rationale
- Residential priority: John (OHD Madison) confirmed the business sees stronger opportunity on the residential side. Commercial decision-makers (e.g., building maintenance managers) are less likely to convert from a Meta/Instagram ad than a homeowner browsing at home.
- Conservative starting point: The $19/day figure was positioned as a deliberate starting budget — enough to generate lead flow and gather attribution data without overcommitting before channel performance is established.
- Platform fit: Meta (Facebook/Instagram) skews toward consumer audiences, reinforcing the residential weighting. Commercial campaigns are included to test viability but are not the primary focus.
Active Creatives
At the time of budget approval, the following Meta creative was in progress:
- Before & After Video (20-second vertical): A residential door replacement video ready for Meta placement, pending audio track addition. Once audio is added, this will be the primary creative for the residential campaigns.
See [1] for broader campaign context.
Related Decisions
- Google Display received a parallel budget of ~$600/month ($20/day), split $15/day residential and $5/day commercial. See [2] for details.
- Spotify was reviewed as a future brand-awareness channel but deferred to 2026. See [3].
- CRM hygiene is required to attribute Meta leads accurately to this budget line. OHD Madison is responsible for updating lead stages and opportunity values in the CRM.
Action Items (as of 2025-10-22)
- [ ] Set Meta budgets: residential $3/day × 3 ad sets, remarketing $5/day; launch — @Sebastian Gant
- [ ] Add audio to before/after video and launch on Meta — @Sebastian Gant
Source Meeting
[4]
Attendees: Sebastian Gant, Melissa Cusumano, Chris Ostergaard, Paul Buniel (Asymmetric); Jeff Ryan, John Gradel (OHD Madison)