Intelligence
Top 3 competitor ads running in your market this week
Competitor A — Active 9 days
● High Confidence
"Hail hit Nashville last month. We've already inspected 60 roofs in the area — here are the 3 things homeowners are finding they didn't know to look for."
Hook Type: Storm-Triggered Local Proof
Trigger: Recent Event → Urgency
Est. Spend: $800–$1,200/wk
Score: 84/100
Competitor B — Active 3 days
● Medium Confidence
"Free roof inspection for Frankfort and Mokena homeowners this week. Licensed & insured. Book in 60 seconds."
Hook Type: Generic Free Inspection
Trigger: Free Offer
Est. Spend: $300–$500/wk
Score: 41/100
Competitor C — Active 21 days
● Low Confidence
"Quality roofing at affordable prices. Family-owned and operated. Call us today!"
Hook Type: Generic Value Claims
Trigger: None Identified
Est. Spend: $200–$400/wk
Score: 17/100
→ Intelligence note: Storm-triggered local proof (Competitor A) is the dominant pattern this week. Their ad has been running 9 days — longest of any active creative in the market. This is the pattern we need to counter, not copy.
Market Pattern
What hook pattern is dominating your market this week
Dominant Pattern: Storm-Triggered Local Proof
The highest-performing creative in your market this week uses a recent weather event as the hook trigger, combined with a specific local neighborhood reference and a volume credibility claim (number of inspections, number of roofs, number of homeowners). This pattern has appeared in 3 of the 8 active roofing ads in the south suburbs this week.
Why this is working right now: The June hail event created immediate, time-sensitive demand. Homeowners are actively searching. The competitors using storm + local reference are capturing that demand with relevance. Generic ads are losing to this pattern because they have no connection to what happened locally.
This Week's Recommendation
One creative action based on this week's intelligence
Recommended: Counter the storm hook with a trust differentiator
"We've done 47 roofs in Nashville and Frankfort this season. Here's the one thing the June hail revealed about south suburb roofs that most contractors won't tell you before you pay for an inspection — and the question you should ask any company before they get on your roof."
Why this works against Competitor A: They are using storm urgency + volume. We counter with the same urgency but add a trust qualifier — "the question to ask" positions South Shore Roofing as the company that passes that test, which pre-selects quality buyers who are less likely to price-shop. We run this as a video ad with RaShaad or the owner delivering the hook directly to camera. Educational tone, no hard sell. CTA: "We'll come look at your roof. No cost, no pressure."
Action required from you: Approve this creative direction and we build the ad by Wednesday. Or give us feedback and we refine it. Either way, it goes through you before a dollar is spent.
Campaign Performance
Your numbers this week — leads generated, cost per lead, vs. last week
Leads Generated
11
↑ +4 vs. last week (7)
Cost Per Lead
$38.20
↓ $12 vs. last week ($50.40)
Ad Spend
$420
— Flat vs. last week
Leads Booked / Closed
3
↑ +1 vs. last week (2)
Lead log — this week
Mike T., NashvilleMeta Ad #3Booked
Sandra R., FrankfortMeta Ad #3Booked
David K., MokenaMeta Ad #1Booked
James L., DallasMeta Ad #1In Contact
Tanya W., HomewoodMeta Ad #2In Contact
Robert M., MattesonMeta Ad #3New — Follow Up
+ 5 additional leadsVariousNew — Follow Up
Note: Ad #2 is underperforming vs. last week (-2 leads). We are pausing it and reallocating that budget to Ad #3 which is showing the highest CPL improvement. You do not need to do anything — we are handling this before next week's spend cycle.
Next Actions
What we are doing this week
01Build counter-creative based on this week's storm hook recommendation — draft to you by Wednesday for review
02Pause Ad #2, reallocate budget to Ad #3 — no action required from you, handled before Monday spend cycle
03Follow-up sequence review: 6 leads marked "new — follow up" from last two weeks. We'll send you a follow-up copy template to use with these contacts
04Next week's brief: tracking whether Competitor A's storm hook starts to plateau — they've been running the same creative for 9 days which is approaching saturation