---
title: Overhead Door — Meta Ads Strategy
type: article
created: '2025-10-01'
updated: '2025-10-01'
source_docs:
- raw/2025-10-01-overhead-door-marketing-meeting-91120020.md
tags:
- advertising/meta
- client/overhead-door-madison
- landing-pages
- ppc
- carousel-ads
- remarketing
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Overhead Door — Meta Ads Strategy

## Overview

Meta advertising for [[wiki/clients/overhead-door-madison/_index|Overhead Door Company of Madison]] 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 [[wiki/knowledge/paid-social/landing-page-ppc-strategy|PPC Landing Page Strategy]] for broader context.

---

## CRM Integration

All Meta form submissions route into [[wiki/knowledge/crm/go-high-level-automation|Go High Level]] via an automation workflow:

1. Form submitted → thank you email sent + internal notification triggered
2. Conditional split on `service_type` field (residential / commercial)
3. Lead added to the appropriate pipeline (Residential or Commercial)
4. 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

---

## Related

- [[wiki/clients/overhead-door-madison/_index|Overhead Door Madison — Client Overview]]
- [[wiki/knowledge/paid-search/overhead-door-google-ads|Overhead Door — Google Ads]]
- [[wiki/knowledge/crm/go-high-level-automation|Go High Level Automation Setup]]
- [[wiki/meetings/2025-10-01-overhead-door-marketing-review|Meeting Notes — 2025-10-01]]