⌁
742K
Residents inside the modeled 15-mile service radius.
Custom growth proposalPrepared by Ashby Henning
Built above
the standard.
A market intelligence and paid media plan built to make IRONWOOD the most trusted name over Nashville homes—from the first weather alert to the signed roof-replacement contract.
IRONWOODROOFING CO.
NASHVILLE, TENNESSEEMARKET STUDY • 2026
0Opportunity
score
score
01 // Executive brief
Demand exists.
The opening is trust.
Search volume is deep, but the category is crowded with look-alike claims. The winning position is a faster, more credible homeowner experience: instant authority at the top, useful proof in the middle, and low-friction inspection booking at the bottom.
⌕
11.4K
Estimated monthly high-intent roofing searches.
◫
$187K
Modeled monthly competitor media spend across Google + Meta.
↗
84/100
Composite opportunity score driven by demand and market fragmentation.
Win urgent intent on Google. Manufacture future demand on Meta. Use proof, speed, and retargeting to turn “I should get that checked” into a booked inspection.
Strong replacement demandAging roof stock + homeowner tenure create a durable base.
Volatile storm spikesBudget flexibility matters when hail and wind events hit.
Fragmented competitionNo single advertiser owns both intent and memorability.
02 // Market radius
One market.
Three rings of intent.
The core radius prioritizes fast inspections and dense homeowner pockets. The outer ring adds scalable replacement volume without stretching crews beyond an efficient service footprint.
Interactive service radius
Greater Nashville opportunity map
Modeled population742,000
Owner-occupied homes188,600
Median HH income$70,800
84/100
Strong entryWeighted from search demand, homeowner density, replacement economics, competitor fragmentation, and modeled media pressure.
Roof repair3,600
Roof replacement2,900
Roofing contractor2,250
Storm / hail damage1,540
Metal roofing1,120
03 // Competitive pressure
Busy auctions.
Uneven execution.
Modeled spend is concentrated among a few recognizable roofers, yet the competitive gap is clear: aggressive search advertisers often lack differentiated social creative, while brand-heavy advertisers leak bottom-funnel intent.
Modeled monthly spend
Exact illustrative figuresCompetitive media intelligence
| Advertiser | Google Ads | Meta Ads | Total / mo. | Search share |
|---|---|---|---|---|
01 Music City Roof Co.Replacement + storm | $28,400 | $9,600 | $38,000 | |
02 Cumberland ExteriorsRoofing + siding | $22,750 | $13,250 | $36,000 | |
03 Volunteer Roofing GroupInsurance restoration | $19,900 | $15,100 | $35,000 | |
04 Peakline RoofingPremium replacement | $17,300 | $10,700 | $28,000 | |
05 TrueShield RestorationStorm + emergency | $13,650 | $8,350 | $22,000 | |
06 Local long tail12+ smaller advertisers | $18,200 | $9,800 | $28,000 |
Competitive totals are fictional modeled estimates for proposal demonstration—not verified billing data or claims about real businesses.
Visibility × differentiation
DifferentiationPaid visibility
Music City
Cumberland
Volunteer
Peakline
TrueShield
IRONWOOD
GOAL
GOAL
Share of modeled spend
Google + Meta competitive mix
Google AdsMeta Ads
THE BRAND ADVANTAGE
Make the work
Make the work
the creative.
IRONWOOD should not advertise like a storm chaser. The strongest content is already on the roof: disciplined crews, clean jobsites, sharp details, local homes, and a process homeowners can see.
REAL CREWSREAL PROJECTSREAL PROOF
04 // Full-funnel system
From roof anxiety
to signed contract.
The funnel starts before the homeowner searches. Each layer has one job, one message, and one measurable handoff—so awareness activity supports revenue rather than becoming a disconnected “branding” line item.
Modeled outcome
60 signed jobs
Base-case 90-day model using an $11,500 blended booked-job value and conservative stage conversion assumptions.
- 01Attention: visible before urgency peaks.
- 02Trust: local proof neutralizes uncertainty.
- 03Action: fast estimate path removes friction.
- 04Recovery: retargeting closes the delay gap.
Very TOFU // Market presence
Weather relevance + homeowner education
Meta video • YouTube reach • Local content • Storm-triggered bursts
2.80MImpressions
TOFU // Engaged awareness
Damage signs, roof age, financing hooks
ThruPlay audiences • Engaged visitors • Educational carousels
1.18MReach
Mid funnel // Active consideration
Proof, comparisons, warranties, local jobs
Case studies • Review creative • Before/after • Retargeting
31,400Site visits
High intent // Lead capture
Free inspection + instant estimate request
Google Search • LSAs • Meta lead forms • Landing pages
880Inquiries
BOFU // Sales conversion
Speed-to-lead + inspection booking
CRM automation • Call tracking • SMS follow-up • Scheduler
264Booked
Revenue // Closed loop
Inspection follow-up + signed agreement
Estimate nurture • Sales pipeline • Offline conversion upload
60Signed jobs
“Your roof may already be telling you.”
Short-form creative makes hidden risk visible without leaning on fear or generic storm-chaser language.
“Built here. Backed here.”
Local project proof, crew faces, warranty detail, reviews, and transparent process create believable authority.
“Book a free 15-point inspection.”
One offer, clear expectations, immediate scheduling, and a mobile-first landing experience.
“Still deciding? See the roof next door.”
Project-radius retargeting and estimate follow-up keep IRONWOOD present through a considered decision.
05 // Media investment
$66K.
Three disciplined phases.
The plan scales only after signal quality is proven. Google carries the highest-intent load; Meta creates and recaptures demand; YouTube and display extend local authority and improve assisted conversion.
$66,000
Excludes creative production and management fees
90Days
Google Search + LSAs$35,900
Meta prospecting + retargeting$23,100
YouTube + display$7,000
Click a month to inspect the mix
Google + LSAs
$10,800
Meta Ads
$5,400
YouTube / Display
$1,800
Learning objective
Establish baseline CPL by service line, validate keyword economics, launch core creative angles, and verify lead-quality feedback loops.
06 // Performance model
Measured to revenue.
Not just leads.
Targets use ranges because auctions, weather, sales speed, financing, and inspection capacity all move outcomes. The operating goal is to beat the base case through better lead quality—not by inflating lead volume.
Performance guardrails
Ranges are directional mock projections and require validation against actual close rates, service mix, margins, weather, call handling, and CRM disposition data.
Revenue potential
Working media$66,000
Signed jobs60
Avg. job value$11,500
Modeled revenue$690,000
10.45×
Modeled media ROAS
Modeled media ROAS
Revenue is not profit. Model excludes cancellations, claim denials, financing fallout, labor/material cost, overhead, management fees, and creative production.
07 // Activation roadmap
Launch clean.
Learn fast. Scale hard.
A strong media plan fails without clean conversion data and rapid lead handling. The first two weeks are intentionally operational: tracking, routing, landing experience, creative proof, and call-response standards.
01
Instrument
GA4, call tracking, form events, CRM stages, offline conversion uploads, and source-of-lead reporting.
02
Launch
Service-line search campaigns, LSAs, core landing pages, local proof creative, and retargeting pools.
03
Refine
Search terms, geography, dayparting, offer hierarchy, call quality, audience exclusions, and creative winners.
04
Scale
Increase budgets by proven service line, trigger storm bursts, expand project-radius ads, and feed sales outcomes back.
Final recommendation
Approve a 90-day, $66K market-entry sprint.
Lead with roof replacement and urgent repair on Google, use Meta to build local memory and retarget consideration, and keep 10.6% of working media available for video/display reach. Gate scaling behind qualified-lead rate, booked-inspection cost, and signed-job attribution.
GORecommended
with guardrails
with guardrails
Mock-report disclosure: IRONWOOD Roofing Co. and every competitor shown are fictional. Population, search demand, spend, impression share, conversion, revenue, and ROAS figures are illustrative modeled data created to demonstrate report design and strategic framing. Replace with sourced market data, platform forecasts, auction insights, ad-library observations, CRM history, and client financial inputs before presenting as factual research.