---
title: Overhead Door — Meta Budget Allocation
type: article
created: '2025-10-22'
updated: '2025-10-22'
source_docs:
- raw/2025-10-22-overhead-door-marketing-meeting-95966240.md
tags:
- client/overhead-door-madison
- meta-ads
- ppc
- budget
- paid-social
layer: 2
client_source: null
industry_context: null
transferable: true
---

# 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 [[wiki/clients/overhead-door-madison/index]] 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 [[wiki/knowledge/paid-search/overhead-door-google-display-budget-allocation]] for details.
- Spotify was reviewed as a future brand-awareness channel but deferred to 2026. See [[wiki/knowledge/paid-social/spotify-ads-overview]].
- 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

[[wiki/meetings/2025-10-22-overhead-door-ppc-review]]  
Attendees: Sebastian Gant, Melissa Cusumano, Chris Ostergaard, Paul Buniel (Asymmetric); Jeff Ryan, John Gradel (OHD Madison)