Question

How would you guys configure a audience for a completely manual roofing campaign. I was doing advanced placements cpc was extremely good but almost no one was filling out the form (and I made it as simple as possible). I think metas system got lost when targeting so I think I am going to try manual but need some suggestions.

Answer 1

Totally get where you’re coming from , with local service niches like roofing, Meta can sometimes “miss the mark” when it comes to targeting, especially if the form isn’t converting despite good CPCs. Going manual is a smart move. 

Here’s a solid way to configure your audience for a manual roofing campaign:

Suggested Manual Audience Setup (Roofing Campaign)

Location Targeting

• Target by ZIP codes or radius around specific service areas (15–25 miles works well).

• Exclude regions outside your service zone to avoid wasted clicks.

Detailed Targeting (Stacked Interest Layering)

Try combinations like:

• Homeowners (interest in mortgage, home improvement, or Zillow)

• Age 30–65+ (more likely to own)

• Household income (top 50% ZIPs by income — especially if available in your country)

• DIY & renovation interests: Home Depot, Lowe’s, roofing materials, renovation TV shows

Avoid broad stacking — instead, group related interests in separate ad sets to test which combination works best.

Ad Placement (Manual)

• Stick to Facebook Feed, Instagram Feed, and Stories.

• Ditch Audience Network and In-Article — these usually don’t convert well for lead-gen.

• Test Reels with short, punchy roof transformation videos or weather damage proof visuals.

Pro Tips:

• Warm Up With Engagement Campaign First: Run a short video views or post engagement campaign first to create a warm audience.

• Retarget Visitors + Engagers separately — use “people who engaged with ad/page” or “viewed form but didn’t submit.”

• Try lead magnet content like "Free Roof Inspection Checklist" to boost intent and collect info gently.

And Watch For:

• Slow form fills with great CPC? It’s often mismatched intent — tweak headlines to better qualify (e.g., “Only for homes built before 2010”).

• Pre-fill forms, use conditional logic (if available), and test fewer fields (name + phone/email is enough).