Lamar Roofing
Meta Ads · UGC Shoot Script

The Hope Framework — UGC Ad Kit

Owner-forward, shot on a phone. Calm, honest, eye contact — not salesy. The goal of every line is to give a homeowner hope that an honest roofer who does great work for a fair price actually exists… and it's these people.

📱 9:16 Vertical 🎙️ Talking Head ⏱️ ~15 clips to record 🧩 60 possible ads
The pitch in one breath: We're not the cheapest — because cheap means cut corners. We're not here to gouge you either. We charge what it costs to do it right the first time, no more, because we believe in doing well by people. At the end of the day, people buy from people they know, like, and trust.

🎣 Hooks

0–3 seconds each · record all 10

This is 80% of performance. Say each one like you're talking to a neighbor. Re-take until the first line lands naturally.

1
Disarming Honesty
"I'll be straight with you — we're probably not the cheapest roofer you'll call. Here's why that's a good thing."
2
Burned Homeowner
"If you've ever been burned by a contractor, this is for you."
3
The Fear
"The scariest part of getting a new roof isn't the price. It's wondering if they'll actually do it right."
4
Myth-Bust
"Everybody says you can't find an honest roofer anymore. I'm gonna disagree with that."
5
Contrarian On Price
"Looking for the cheapest roof in [CITY]? Don't call us. I mean that."
6
Personal / Who We Are
"I'm [OWNER NAME] with Lamar Roofing. I want to tell you the kind of people we actually are."
7
Question
"How do you know if a roofer is actually trustworthy — before they're standing on your house?"
8
The Relief / Hope
"If you've been looking for a roofer you can finally trust, take a breath — you found one."
9
Empathy With The Dread
"Nobody wants to deal with roofers. Three quotes, three different prices, no idea who's telling the truth."
10
Real vs. Cheap
"Here's how to tell a real roofer from a cheap one — before you ever sign anything."

🥩 Bodies — "The Meat"

15–30 seconds each · record all 3

This is the trust argument. Slow down here. Speak like you mean it — this is the part that earns the call.

A
The Fair-Price Philosophy
"Here's how we think about it. If you want the cheapest roof, that's not us — because cheap usually means somebody cut a corner you can't see until it leaks. And if you want the best, we charge what it actually costs to do it right the first time. No more than that. We're not trying to squeeze you — we're trying to do well by you, because that's how you earn a customer for life, not just one job."
B
People, Not Contractors
"At the end of the day, you're not just hiring a roofer. You're letting people onto your property, around your family, to do something you're trusting them to get right. So before you look at our work — look at who we are. We show up when we say we will. We tell you the truth even when it costs us the sale. And we treat your home like it's ours. The roof is just the proof of how we operate."
C
Done Right The First Time
"A roof isn't something you want to do twice. So we'd rather do it right once than do it cheap and have you calling us in two years. We use [MATERIALS/BRAND], we don't rush the parts you can't see, and we stand behind it with a [X-YEAR] warranty. It might not be the lowest number you get — but it'll be the last roof you have to think about for a long time. That's the whole point."

📣 Calls To Action

5–10 seconds each · record both
1
Soft / Honest Estimate
"If that's the kind of roofer you've been looking for, tap below and we'll come out, take a look, and give you an honest estimate — no pressure, no games. Worst case, you get the truth about your roof for free."
2
Direct / Book
"If you want it done right, tap the button and book a free inspection. We'll tell you exactly what your roof needs — and what it doesn't. That's a promise."

🧩 How It Comes Together

10 Hooks×3 Bodies×2 CTAs=60 Ads
  • Shoot order: Bang out all 10 hooks back-to-back (same shirt, same spot), then the 3 bodies, then the 2 CTAs. ~15 clips total.
  • Wardrobe / setting: Keep it consistent across the whole shoot so any hook can edit onto any body. Job site, in front of the truck, or a clean home exterior all work.
  • Delivery: Talk to one person, not a camera. Pauses are fine. Authentic beats polished.
  • File naming: LAMAR_H03 · LAMAR_M01 · LAMAR_CTA01 → final cut LAMAR_FIN_H03-M01-CTA01
  • Test plan: Hold one body + CTA steady, rotate the hooks first. Lock the 2–3 winning hooks, then test bodies against them.

📝 Ad Copy (Post Text)

pick one per ad
Option A — Honest / Disarming
Primary: We're probably not the cheapest roofer in [CITY] — and we'll tell you why that's a good thing. No corner-cutting, no surprise invoices, just a roof done right the first time by people who actually give a damn. Book a free, no-pressure inspection.
Headline: An Honest Roofer in [CITY]? Yeah, We Exist.
Description: Free inspection. Straight answers. Fair price.
Button: Book Now
Option B — Hope / Relief
Primary: If you've been looking for a roofer you can actually trust — one who does great work, charges fair, and treats your home like their own — take a breath. Tap below for a free inspection and an honest estimate.
Headline: Finally, A Roofer You Can Trust.
Description: Done right the first time, [X-YEAR] warranty.
Button: Learn More