How Melvin Belk Roofing Hit a 9x ROAS on Their First Meta Ads Campaign Through Contractor Dynamics Scale Consulting Program
First Campaign Ever Ran in-House, $61,355 Added to the Pipeline
Crissy ran her first in-house storm damage campaign from March 11, 2026 through May 18, 2026. Just 68 days. With a small $4,382 in total ad spend. Here’s what came back:
$79.67 per lead, in a market where roofing leads routinely run two to three times that. $39,733 in collected revenue from a single storm campaign, with $61,355 in total estimated contract value still closing.
This was the first campaign Crissy ever ran on her own. With a lean budget, in under three months, she built the foundation to scale her Meta Ads campaigns even further.
Quick Win With Massive Opportunity
A Family Owned Roofing Company Ready to Stop Renting Their Marketing
Melvin Belk Roofing is a family owned and operated commercial and residential roofing company that has served Michigan for over forty years. They work in a heavy storm market, where competition is high and speed to lead is everything.
No Clear Return on Outsourced Meta Ads Management
For years, Melvin Belk Roofing outsourced their Meta Ads, hoping for more visibility and stronger lead flow. What came back instead: generic AI-generated images with no connection to their brand, off-brand offers like a flat $7,999 for a new roof, and targeting that bled well outside their service area.
Management fees stayed high. Returns stayed invisible. And when their team followed up on leads, the answer was almost always the same: people who said they’d never filled out a form at all.
Underneath all of it was one issue: the lack of control. No control over how their brand looked online. No control over their audience targeting. No control over where their ad budget went. All of this resulted in ad spend that brought in unqualified leads; wasting time, and a whole lot of budget.
Built the Foundation to Scale
Crissy Belk (Melvin Belk Roofings Marketing Director) and Melvin Belk (owner) made the call: stop outsourcing Melvin Belk Roofing’s Meta Ads, and learn to manage it themselves. They joined the Contractor Dynamics Consulting Program with the goal to bring Marketing fully in-house.
The first priority was getting Meta Ads fully running in house. With that set, a Meta Ads audit was done by the Contractor Dynamics Consulting team in order to identify what was wrong with previous campaigns and to explain why.
From there, Crissy went to work, showing up to every 1:1 consulting session ready to learn the necessary systems needed to convert customers from Meta Ads.
She learned how to film and write her own ads, using problem-specific copy that spoke directly to her ideal customer, instead of generic stock messaging. She built Meta Instant Forms connected to automated speed-to-lead messaging, because in a storm market, speed to lead is everything. Crissy didn’t just learn the proper way to create, build, and manage the Meta Ads Account, she implemented the right processes and systems directly into the business.
Through consistent 1:1 consulting with the Contractor Dynamics Team, Crissy built the Foundation needed to capture and convert qualified storm damage leads with Meta Ads.
Where They Are Now
With the early success of one Meta Ad Campaign, Melvin Belk Roofing has continued to grow with Contractor Dynamic’s Scale Consulting Program; taking more of their marketing in house by: building and testing landing pages, running Brand Awareness Campaigns, tracking all marketing channels, implementing SEO/GEO strategies to drive more AI citations, and more. Melvin Belk Roofing continues to take control of their marketing as they continue to grow throughout 2026.
Coleman Hubert | Marketing Consultant
Hear For Yourself
They are very professional and take care of homeowner with respect. AMAZING COMPANY. They kept me informed on when work would be done that was very very helpful. Great clean up after work was done.
I would suggest everyone to go with belk.
Andrew is Wonderful awesome gentleman
We were happy with the completed sunroom. It did take longer than expected as crews changed. But, in the end, we had a good crew with Frank and Sergio. Jose helped with window problems..beyond his control, with ordering and then screens which were put in wrong.
Insurance thankfully covered our costs.
I would like to take a moment to thank you and your company for the excellent job you did to re-roof all of our 16 Condo Units that were damaged from the Hailstorm that we had earlier this year. Your crew was fantastic, working all day long from Monday thru Friday in the Heat and they finished off the last Unit on the following Monday. That was six days of arduous work, and they did an excellent job. I must commend you on your integrity, and the quality of your workmanship. You not only replaced all the roofing material, but you cleaned up even the old roofing nails. Your company is one that I will gladly recommend to anyone who needs your services. We had siding and gutter problems from the hail, and your company was able to fix and replace them all. The complex looks really good, and we thank you.
Black Star Lake Condo Association
From the initial contact to the completion of the project, the entire team was friendly, professional, and courteous. They took the time to answer my questions, kept me informed throughout the installation process, and demonstrated a high level of workmanship.
What impressed me most was their attention to detail. Not only did they do an excellent job installing the gutters, but they also made sure to remove all of the old materials and thoroughly clean up the work area. In fact, they left my property looking better than they found it.
It’s refreshing to work with a company that takes pride in both the quality of their work and the way they treat their customers. I highly recommend Melvin Belk Roofing Contractors LLC to anyone looking for honest, dependable, and professional service.
Thank you for a job well done!
Check Out Their Work
Ready to See What's Possible for Your Roofing Company?
Crissy started with zero in-house Meta Ads experience, an agency that had burned through her budget with nothing to show for it, and a storm season closing in fast. She joined the Contractor Dynamics Consulting Program, did the work, and turned her first campaign into a 9x return. If you’re ready to take your marketing in-house, learn the system, and start seeing a return you can actually defend, let’s talk.
