Paid Ad Messaging

Purpose: The rules and approved building blocks for Google Ads and Meta Ads copy. The outside agency writes and runs the ads; this doc is their guardrail and Jenna's review checklist. Nothing goes live without Jenna's explicit approval, and pricing or offer language also needs Tara or Dave.

How the agency relationship works

• The agency produces creative, manages bids and budgets, and reports monthly.
• Every ad concept arrives as a brief naming the Content Pillars pillar it draws from and the audience it targets.
• Jenna approves copy against this doc, Brand Voice Guide, and Messaging Rules. Silence is never approval.
• Landing pages and lead forms feed GoHighLevel as New Lead. Speed-to-lead applies: first contact within 15 minutes during business hours, next morning for overnight leads. Ads should never promise faster than that.
• Known gap: UTM discipline is inconsistent, so attribution reporting is being cleaned up. Until then, treat channel-level performance claims from the agency with caution. (This is one of the six items on the Knowledge Gaps Report.)

Approved claims for ads

These are pre-cleared. Use them verbatim or trivially rephrased:

• Free estimates on all four service lines.
• Estimate delivered within 3 business days of the site visit.
• 24/7 emergency line for leaks, storm damage, and tree strikes.
• Emergency dispatch and tarping: $450 flat, credited toward the repair if Summit does the permanent work.
• Typical residential roof replacement: $12,000 to $38,000. Roof repair jobs start at $650.
• Serving the Riverton metro plus Fairview, Lakeside, Cedar Falls, and surrounding towns.
• Roofing, exterior restoration, remodeling, and emergency repair since 2012.

Banned in ads (in addition to everything in Messaging Rules)

• Firm prices, "starting at" prices below the real minimums, or payment-per-month framing.
• "Free roof," "insurance pays," or any insurance-outcome language. Insurance restoration ads describe the process only.
• Superlatives: #1, best, top-rated, most trusted.
• Fake urgency: countdowns, "today only," invented scarcity.
• Storm-chaser tone. After a storm we advertise inspections and honest assessments, not disaster imagery and panic.
• Discounts or promotions the agency invented. Any discount over 5% requires Tara or Dave before it exists.

Example ad copy (approved patterns)

Google Ads, roofing search:

Roof Repair & Replacement, Riverton Area

Free estimates within 3 business days of your site visit. Honest recommendations: if a $650 repair does the job, we won't sell you a replacement. Crews in Riverton, Fairview, and Lakeside.

Meta, storm season:

Wind last night? Most roof damage isn't visible from the ground, but some is. Take a walk around your house and look for shingles in the yard or dented gutters. Want a professional set of eyes? Estimates are free, and we'll tell you straight if there's nothing wrong.

Meta, remodel (winter):

Kitchens, bathrooms, basements. Summit remodel projects run $15k to $150k with a clear structure: 30% deposit to schedule, progress billing as work completes, final 10% only after your walkthrough sign-off. Start with a free estimate.

Review checklist (Jenna, before approving any ad)

1. Every number matches Pricing and Estimating Rules exactly.
2. Nothing on the banned list, nothing violating Messaging Rules.
3. Voice check against Brand Voice Guide: plain, local, calm.
4. Landing page matches the ad's promise (offer, service, town).
5. UTM parameters follow the current naming sheet.

Related

• Messaging Rules
• Brand Voice Guide
• Content Pillars
• Advertising Platforms
• Pricing and Estimating Rules