Most agencies sell you cheap leads from a two-tap Facebook form. We make every lead answer 6 questions and pass a phone check before they ever reach your phone. Fewer tire-kickers, more estimates on your calendar. Run by a concrete coatings owner who does this for his own crews.
Facebook's built-in lead forms let someone tap an ad, hit "Submit" twice, and send you whatever old phone number and email Facebook had saved. Half of them don't remember filling it out. Some didn't mean to. That's how agencies get you a "$20 lead" that never answers the phone.
The leads that make it through are typed in by a real person, right now, with a real number. That's why 60–70% of them book an estimate.
Agencies love to brag about cost per lead because it's the easiest number to make look good. But a cheap lead that never books burns your ad budget twice: once on the click, and again on the hours your team spends chasing it. Here's the same $2,000 of ad spend, two ways.
Illustration. Cost per customer includes $2,000 ad spend + $1,500 management. The "worse" lead cost 2.5x more and still won by a mile.
In-person appointments on your calendar. The real output of ad spend.
How many estimates turned into signed work.
Total dollars closed from Meta leads.
Customer acquisition cost (CAC): everything you spent, divided by jobs sold. The number that decides if ads are worth it.
We still report cost per lead. It's useful. It's just not the scoreboard.
Most agencies take roofers, plumbers, pest control and whoever else signs. We don't. Every ad, form and follow-up script we run is built for coatings and painting jobs.
Garage floors, basements, patios, pool decks, commercial. Polyaspartic, polyurea, epoxy, flake and metallic.
Residential interior and exterior, cabinets, and light commercial repaints.
I own a veteran-owned concrete coatings company operating in multiple markets. I buy the ads, watch the leads, and live with the results on my own crews' schedules. Ridgeline Growth is the same system, run for a small group of contractors who aren't my competitors.
Andrew Moe, Founder
| Ridgeline Growth | Typical agency | |
|---|---|---|
| Lead form | 6-step qualifier + phone verification + bot check | 2-tap Facebook form with autofilled info |
| What they brag about | Booked estimates, jobs sold, cost per customer | Cost per lead |
| Pricing | Published on this page | "Book a call to find out" |
| Trades served | Coatings + painting only | Everyone with a truck |
| Who's on your first call | A coatings owner | A sales rep |
| Contract | 90 days, then month-to-month | 6 to 12 month lock-ins |
| Your competitors | We won't take them in your market | Often run from the same account |
| Creative | Edited from your real jobs | Stock footage and templates |
| CRM + automations | Included | Extra, or "bring your own" |
| Reporting | One screen, once a month, plain English | 40-page dashboards |
30 minutes. Your tickets, close rate, crews and market. If it's not a fit, I'll tell you.
Drop job photos and videos in a shared folder. We build your CRM, forms and follow-up.
Ads cut from your own work go live. Every lead gets a text in under a minute.
Quick call to review lead quality together. Fresh creative every month.
Facebook and Instagram campaigns built, launched and optimized for booked estimates, with Pixel and Conversions API set up.
You send phone photos and video. We edit them into scroll-stopping reels and image ads, refreshed monthly.
Our qualifying form, customized to your trade. Project type, size and readiness up front, phone verified and bot-checked before a lead hits your phone.
Full CRM included. Pipeline, calendar, two-way texting and every lead in one place on your phone.
Instant text and email, missed-call text-back, appointment reminders and review requests after the job.
A dedicated client success manager, bi-weekly calls for your first 90 days, and a one-screen report every month.
Minimum ad spend, paid directly to Meta on your own card. We never mark up your ad spend.
Initial term, so the ads have time to learn and we have time to tune. Then month-to-month with 30 days' notice.
Once you're in, we won't run ads for another contractor in your trade and territory.
Plug in your own numbers. We'll go over the real ones together on your call.
Illustration only, using the numbers you enter. Results vary by market, offer, season and how fast leads are contacted. No outcome is guaranteed.
Lands in your inbox on the 3rd. The number on top is what it cost you to get a customer, not a click.
Real results from Patriot Coatings of Arkansas, the founder's own coatings company, running this same system.
Hey Mike, strong month. Here's where things landed:
Top ad: the 3-car garage flake reel from the Bentonville job. Next month: new metallic creative and a basement test. Talk on the 14th.
Sample report with example numbers. CAC = ad spend + management fee, divided by jobs sold. Jobs and revenue come from the outcomes you confirm with us on your check-in calls.
Yes, and that's the point. You'll get fewer leads at a higher cost per lead. But far more of them book estimates, your team stops wasting hours on people who never answer, and your cost per customer goes down. We'd rather send you 40 real people than 100 names.
No, and be careful with anyone who does. What we guarantee is the work: campaigns live in about 10 days, fresh creative monthly, a reply to any issue within one business day, and a call every two weeks for your first 90 days.
You do. Your ad account, your Facebook page, your card paying Meta. We get partner access to manage it. Your lead and customer data is yours too.
Below that, Meta doesn't get enough data to find good leads in most markets, and you can't judge results fairly in 90 days. You pay Meta directly. We never touch or mark up your ad spend.
Month one is setup and learning. Months two and three are where we tune. After 90 days it's month-to-month. We'd rather keep you because it's working.
Send us photos and video from your jobs (your phone is fine), answer leads fast, and spend 20 minutes with us every couple of weeks to tell us which leads turned into estimates and jobs.
It's included and it's where the speed-to-lead texts and reporting run, so we strongly recommend it. It works on your phone and we set it up for you.
No. One contractor per trade per market. And because the founder owns a coatings company, we don't take coatings clients in the markets where his own crews operate.
Grab 30 minutes with Andrew. We'll look at your numbers, check your territory, and map out your first 90 days. If it's not a fit, you'll know on the call.
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