How Dura-Plex Hit 6x ROAS With Meta Ads in Less Than 5 Months
$367,960 in Quoted Pipeline Value. $106,820 in Closed Revenue and Counting. A 6x Return. In Under Five Months.
From January to May 2026, Dura-Plex invested $17,717.64 in Meta ad spend. It was their first paid campaign ever. The results were not what you’d expect from a first attempt.
A 6.03x ROAS confirmed what Ken and Anthony had suspected but never been able to prove: their brand had the kind of pull that paid advertising could amplify. The $367,960 in quoted pipeline showed the channel had real volume. And the $177 cost per lead, in a market where roofing leads routinely cost two to three times that, showed the targeting was working.
But the number that mattered most wasn’t on the dashboard. It was the fact that Dura-Plex had entered a channel they’d never used, and saw a meaningful return in the first five months. For a company with 50 years of history and real ambitions for growth, that changes everything about how the next chapter gets written.
Dura-Plex’s Story at a Glance
A Second-Generation Company That's Been Earning Trust Since 1972
Dura-Plex is a roofing and exterior services company based in New Jersey. When Ken and Anthony took over operations from their father in 2020, they didn’t just inherit a business. They inherited a half-century of community credibility, a name that homeowners in their market recognized, and a client base that came back because of the quality of the work.
That foundation is what made Dura-Plex different. But, Ken and Anthony weren’t looking to coast on what was already there. They wanted to take a brand with real equity and figure out how to grow it in a world where their ideal customers were spending hours every day on Facebook and Instagram.
They Knew Meta Ads Could Help Grow Their Brand. They Just Needed Help Executing the Process and Strategy.
Dura-Plex had never run a paid Meta ad campaign in the past. For years, the business ran on referrals, Google organic search, and the kind of community presence that takes decades to build. The leads came in. The jobs got closed. There wasn’t an urgent reason to change.
But Ken and Anthony could see the ceiling. Organic lead flow is reliable until it isn’t. Referrals don’t scale on demand. And watching competitors grow their brands on Facebook and Instagram while Dura-Plex sat on the sideline started to feel like leaving money on the table.
The problem wasn’t motivation. It was clarity. They didn’t know what a profitable Meta campaign looked like for a company like theirs. They didn’t know how much to spend, what kind of creative worked, how to set up targeting, or whether the channel would produce real ROI. Jumping in without a system felt like a gamble they weren’t willing to take with the reputation their family had spent 50 years building.
Putting the People Behind the Business In Front of the Camera
Dura-Plex Started 2026 off right by launching multiple Facebook and Instagram campaigns through Contractor Dynamic’s Meta Ads Growth Engine. The strategy wasn’t built around chasing cheap clicks or running generic roofing ads. It was built around the one thing Dura-Plex already had that most companies spend years trying to earn: trust.
Three campaign types went live: Brand awareness, Lead generation, and Retargeting. In order to get the campaigns up and running, Contractor Dynamics planned, wrote, and edited the ad creatives for Dura-Plex. The Ad creative featured Ken, Anthony, and their team on camera, speaking directly to their New Jersey community. Speaking directly to their homeowners through educational videos, walking through their process, and asking their customers for video testimonials. Sharing what it means to be a company that has been doing this work in this market since 1972.
The philosophy is simple. People buy from people. In a market where every roofing company looks the same online, the fastest way to stand out is to show the humans behind the business. The strategy, campaign architecture, audience targeting, and ongoing optimization were handled by the Contractor Dynamics team. Dura-Plex brought the authenticity and the commitment to show up on camera. That combination is what drove the results.
Hear For Yourself
From our first appointment until the completion of our full window siding and deck replacement we had such a positive experience. From the owner interaction to the Project Manager, Alex & the crew working in the craziest weather conditions, we & our property was treated with the most professionalism & respect.
We knew we had areas of major concern under our 40 plus year old T11 wood siding & windows. Duraplex ripped everything down & replaced rotten wood & installed as if new construction, windows that were long past their expiration date.
The house was wrapped & measures like insuring the water will move away from the house to the brand new gutter system & the deck rebuilt & fiberglassed so water will move away from the house were all the measures we wanted when contracting with Duraplex!
I cannot thank Ken enough for really listening to my design choices & making my vision a reality! I wanted four old casement windows replaced with a custom made bay window with panels below & a steel roof above, Ken listened that this area is hit with the harsh sunlight each day & suggested a triple pane system that we can already tell will keep the heat out!
While we expected a more energy efficient outcome we had no idea how much sound would be reduced! Our installation began just before the snow/ice storm we immediately saw the difference in our heating system staying at temp.
I really highly recommend Duraplex, our contract was clear there were no additional or unexpected costs added at the end of the job. The crew working at our house were the hardest working men, working in extreme textures & icy conditions & still smiling everyday!
You will not be disappointed if you hire this company! You will know from the start that your concerns about your home are heard & a realistic quote will be given & that even the unexpected will be addressed professionally!
We chose Duraplex for 2 main reasons:
The first was Alex their project manager, he was knowledgeable and confident they could accomplish everything with the strict contingency that everything must be done up to code with all of the appropriate permits. Alex assured me it was NOT AN ISSUE! (And it wasn’t!)
The second they are an authorized installer with Wolf decking which meant they are experts at installing the product we wanted.
I should be clear that Duraplex partnered with a great outfit Jersey Shore Custom Carpentry Company to complete the deck, I worried this might cause some miscommunication or otherwise negatively affect the project or results BUT IT DIDNT!
Alex and JSCC worked together perfectly and seamlessly. They showed up on time every day they said they would. Alex answered the phone every time I called or texted. Every crew member was HAPPY to be working on their this project! They were EXCITED for the outcome. They were respectful to my wife, my neighbors, and my property. They cleaned up the worksite everyday before leaving.
The most important thing I can convey in this review is that while working with Alex and Ken from duraplex and Chris and Jesse and Pat from JSCC, these guys are genuinely GOOD PEOPLE! It showed through every communication, it showed through the craftsmanship, the attention to detail and in every interaction! These are the kind of people you want working on your property.
My neighbors, the code inspector, our friends are all super impressed with the results and so am I.
I sincerely thank everyone who lent a hand in this project at Duraplex and JSCC. It was a pleasure to work with you all!
Check Out Their Work
Kenneth Mercadante
Owner of Dura-Plex
See What Roofing Companies Say After Working With Contractor Dynamics
“These guys taught me what brand awareness was, got me investing my marketing dollars in the long term, filming regular content and ultimately building the brand and marketing foundation that has allowed us to grow every year since we’ve started.”
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Our company, Banes Roofing Inc., turned to Contractor Dynamics for guidance with our marketing efforts and we’re incredibly thankful we did. Since partnering with them,…
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Working with Contractor Dynamics has to be one of the best decisions I have made this year. My marketing manager and I work with Coleman and I could not be happier with the customer service he provides…
Ready to See What's Possible for Your Roofing Company?
Dura-Plex started with zero paid campaigns and no experience running Meta ads. What they had was a great brand, a willingness to show up on camera, and a system built to turn that into leads. If you’re a roofing company owner who’s ready to stop leaving growth on the table, let’s talk.
