The always-on baseline — the angle Roof Giants launches on and runs year-round, no storm, no season, no news peg. Owner on camera, selfie-style, phone-quality — real beats polished. The whole kit proves who Roof Giants is: the roofer who does great work, charges fair (not the cheapest — won't cut corners), and treats your home like his own. Record ~15 short clips; we assemble up to 60 ads.
🟢 ALWAYS-ON · Evergreen📱 9:16 Vertical · Selfie🎙️ Steven or Eli on camera (pick ONE)📍 Miami-Dade + Broward · Office on Sheridan St🧩 10 hooks × 3 bodies × 2 CTAs = 60 ads🪪 Lic. CCC1332476 · 7 years
📌 KIT ROLE — read first: This is KIT B: the always-on baseline — disarming honesty + fair-price philosophy + who-we-are. It runs day one and never goes stale: no storm, no season, no news peg — just "here's the kind of people we are, and here's why an honest roofer beats a cheap one." In the set, Kit A (Price/Affordability) is the priority — shoot it first — and Kit C (anti-storm-chaser, reactive) is the reactive companion shot in the SAME session — same owner, same wardrobe — that you switch ON after a hurricane and dial back down between storms. No storm / hurricane / chaser lines belong in Kit B — that's what keeps it evergreen.
🧠 The homeowner you're talking to: They've been burned before, or they're bracing to be. Three quotes, three different prices, no idea who's telling the truth. They don't trust anybody in a roofing shirt. We do NOT add fear or pressure — we give them hope that an honest one exists. The calm, straight-talk delivery IS the ad.
"We're probably not the cheapest — and here's exactly why that's a good thing."
🎬 How this kit works. A modular matrix, not standalone ads: HOOK → BODY → CTA. Record all 10 hooks (0–4s each), the 3 bodies (20–35s), and the 2 CTAs (5–12s) — same shirt, same spot, same framing — so any hook snaps onto any body. ~15 clips total → up to 60 assembled ads. Shoot all three kits in the same session (same owner, same look) so the kits blend in the feed. Hooks verbatim (they're tuned); bodies in your own words — hit the beats, talk like you would to a neighbor.
🧩 Fill Before Shooting
verified from intake
Token
Value
Company
Roof Giants
Owner on camera
[Steven or Eli — pick one] and keep him in every clip; do not mix presenters within a shoot
Miami-Dade + Broward — say "South Florida" out loud; name real cities/neighborhoods, never "the greater area"
What we're selling
Residential full re-roofs — flat, metal, shingle, tile
Warranty
[X-YEAR — confirm] — do NOT say a warranty length on camera until the real number is confirmed. Leave the bracket; fill before shooting.
Financing
Available — soft mention only ("and we've got financing if the timing's rough")
[NEIGHBORHOOD]s
Real recent job sites — e.g. Hollywood, Davie, Pembroke Pines, Miramar, Cooper City, Weston, Coral Springs, Aventura. Use the ones where you've actually put roofs on. Specificity = credibility.
⚠️ Proof-stat guardrail: This kit claims only verifiable facts — 7 years, the Sheridan Street office, the license number, real Miami-Dade/Broward neighborhoods. Do NOT invent a roof count, a review count, a warranty length, or a customer story. Have a real number, a real warranty term, or a real customer story? Great — say it on camera and we'll fold it into a v2. Nothing goes on camera that a homeowner couldn't fact-check.
⚠️ Compliance
carry verbatim, non-negotiable
NEVER the word "leads" in any client-facing or ad text. Say appointments / jobs.
Button on every assembled ad = Learn More. No "See Details," no "Book Now."
Kit B is honesty-led, not insurance-led — keep insurance minimal. If insurance is referenced at all, stay in the moderate lane: "you may qualify" · "often just your deductible" · "a claim worth filing." NEVER promise approval · NEVER say "free roof" · NEVER imply Roof Giants files the claim. We inspect, document, and advise — the claim stays in the homeowner's hands.
Residential full re-roofs is the target. Repairs appear only as an honesty beat ("if it's a $400 fix, I'll tell you that instead of selling you a roof") — never repairs-led, never commercial.
On set: if anyone ad-libs "free roof," "guaranteed approval," "we'll handle your claim," or the word "leads" — reshoot.
🎣 The 10 Hooks
0–4s each · record ALL 10 · same shirt/location · verbatim
The evergreen Hope-Framework family, roofing-tailored. Every hook bolts onto any of the 3 bodies (assembly map below shows best pairings). No storm / hurricane / chaser lines — those live in Kit C.
Price / cheap-vs-real cluster→ best fit: Body B1
H1
disarming honesty
"I'll be straight with you — we're probably not the cheapest roofer you'll call in South Florida. Here's why that's a good thing."
H5
contrarian on price
"Looking for the absolute cheapest roof in South Florida? Don't call us. And I mean that."
H10
real vs. cheap
"Here's how to tell a real roofer from a cheap one — before you ever sign anything."
Who-we-are / trust cluster→ best fit: Body B2
H2
burned-homeowner call-out
"If you've ever been burned by a roofer, this thirty seconds is for you."
H6
personal / who we are
"I'm [Owner] with Roof Giants, here in South Florida. Let me tell you the kind of people we actually are before you let anybody up on your roof."
H9
empathy with the dread
"Nobody wants to deal with roofers. Three quotes, three different prices, no idea who's telling you the truth. I get it."
Fear / how-do-you-know cluster→ best fit: Body B2
H3
the fear
"The scariest part of a new roof isn't the price. It's wondering if they'll actually do it right — or if you'll be calling somebody else in two years."
H7
question
"How do you know if a roofer's actually trustworthy — before they're already standing on your house?"
Myth-bust / hope cluster→ best fit: Body B1
H4
myth-bust
"Everybody down here says you can't find an honest roofer anymore. I'm gonna disagree with that."
H8
relief / hope
"If you've been looking for a roofer you can finally trust down here, take a breath. You found one."
🇪🇸 Optional Spanish-market variants (don't count against the 10 — only if it comes out natural on camera; a forced line reads worse than no line):
• H1-ES tag — end H1 with "…y sí, hablamos español." • H2-ES (fully bilingual open, optional standalone) — "Si alguna vez un techero te dejó mal — esto es para ti." → then bolt on any body; continue in whichever language is most natural.
🥩 The 3 Bodies ("The Meat")
20–35s each · record all 3 · your own words, hit the beats
B1
"The Fair-Price Philosophy"
Not cheapest, not gouging — worth it
Visual: relaxed, neighbor-over-the-fence energy. Best in front of the Sheridan Street office or on a real South Florida job site.
"Here's how we think about it. If you want the cheapest roof in South Florida, 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 down here, not just one job. And listen — if it turns out you don't even need a full roof, if it's a small repair, I'll tell you that instead of selling you something you don't need."
B2
"People, Not Contractors"
Who we are is the real product
Visual: hold eye contact, calm and direct. Real neighborhood or office backdrop behind you.
"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're Roof Giants, our office is right here on Sheridan Street in Hollywood, and we've been putting roofs on homes across Miami-Dade and Broward for seven years. 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. Ask your neighbors about us."
B3
"Done Right The First Time"
The last roof you'll think about for a long time
Visual: glance up at a roofline, back to camera. B-roll if available: crew working, clean finished roof.
"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 somebody in two years. Whatever you've got up there — flat, metal, shingle, tile — we do it the way it's supposed to be done, we don't rush the parts you can't see, and we stand behind it with a [X-YEAR — confirm] 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 — and that's the whole point. And we've got financing if the timing's rough, so doing it right doesn't have to mean doing it all at once."
📣 The 2 CTAs
5–12s each · record both
C1 · Soft — honest-inspection offer
"I'm [Owner] with Roof Giants — our office is right here on Sheridan Street in Hollywood. If that's the kind of roofer you've been looking for, tap Learn More and I'll come out, get up on your roof, and give you an honest look — no pressure, no games. If your roof's fine, I'll tell you it's fine and shake your hand. Worst case, you get the truth about your roof for free. We'll still be neighbors either way."
C2 · Direct — book
"I'm [Owner] with Roof Giants, licensed right here in Florida. If you want it done right, tap Learn More and book a free inspection. I'll tell you exactly what your roof needs — and what it doesn't. That's a promise. And we've got financing too, if the timing's rough."
Every hook technically bolts onto every body (that's the 60-combo contract). But each hook has a best-fit body — start there, then let universals settle the rest:
Hooks
Angle
Best-fit body
Also works on
H1, H5, H10
price / cheap-vs-real
B1
B3
H2, H6, H9
who-we-are / trust
B2
B1
H3, H7
fear / how-do-you-know
B2
B3
H4, H8
myth-bust / hope
B1
B2, B3
The 3 "house" ads (launch these first — one per body): H1 → B1 → C1 · H6 → B2 → C1 · H10 → B3 → C2
Shoot order: all 10 hooks back-to-back (same shirt/location), then the 3 bodies, then the 2 CTAs. ~15 clips total. Shoot all three kits in the same session — same owner, same wardrobe, same spot — so the kits blend in the feed.
Naming convention:RG-B_H01_DisarmingHonesty · RG-B_B1_FairPrice · RG-B_C1_HonestInspection · Final = RG-B_FIN_H01-B1-C1(the -B tags the kit so A / B / C files never collide)
Test plan (hook-first):
Launch the 3 house ads — one per body, so each angle gets a fair read.
Rotate hooks first — hold body + CTA constant, swap the other hooks (hook ≈ 80% of performance). Cheapest way to find the winning open.
Universals settle hook-vs-angle — run one honesty hook (H2) in front of all 3 bodies; if one body wins with the same hook, the angle is the lever.
Lock the 2–3 winning hooks, then test bodies against them.
🛠️ Shoot Notes
Location is a weapon. Home turf — shoot in front of the actual Sheridan Street office, on a recognizable South Florida street, or on a real Roof Giants job site. Every visible, real Broward/Miami-Dade backdrop IS the "show local, don't say it" proof. Same wardrobe/setting across all clips — and match the other kits so they blend.
Delivery — the calm IS the ad. Every other roofer in their feed is urgent and pushy. Sound like the one guy who isn't. Talk to ONE worn-out homeowner. Slow down on the bodies. Don't perform — just tell the truth.
Hooks verbatim, bodies in your own words. Record the hooks word-for-word (they're tuned). Bodies: hit the beats, but say it the way you'd say it to a neighbor — don't read.
Pick ONE owner and stick with him. Steven or Eli — whoever is more natural on camera. Don't split presenters within a shoot; the face is the brand, and it has to be the SAME face across all three kits.
Fill before shooting: [Owner name] in H6/C1/C2 · the real [X-YEAR] warranty length in B3 (or cut the warranty line if it's still unconfirmed — never invent one) · real [NEIGHBORHOOD]s if you name any · decide the optional Spanish tag (in or out).
Compliance on set: if anyone ad-libs "free roof," "guaranteed approval," "we'll handle your claim," or the word "leads" — reshoot. Kit B is honesty-led; keep insurance minimal and in the moderate lane: may qualify, often just your deductible, a claim worth filing, inspect-document-advise.
📝 Ready-to-Paste Meta Ad Copy
pair to the matching body · button = Learn More
A · Fair-price / honesty (B1)
Primary: We're probably not the cheapest roofer in South Florida — and we'll tell you exactly why that's a good thing. Cheap usually means somebody cut a corner you can't see until it leaks. We charge what it actually costs to do your roof right the first time, no more than that — and if it turns out you only need a small repair, we'll tell you that instead of selling you a roof. We're Roof Giants, our office is right here on Sheridan Street in Hollywood, and we've been putting roofs on Miami-Dade and Broward homes for 7 years (licensed in Florida, CCC1332476). Tap Learn More for a free, no-pressure inspection.
Headline: An Honest Roofer in South Florida? Yeah, We Exist.
Primary: Before you look at a roofer's work, look at who they are — because you're letting people onto your property, around your family, to do something you're trusting them to get right. We're Roof Giants, out of Hollywood, FL — 7 years putting roofs on homes across Miami-Dade and Broward. 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. Ask your neighbors about us. Tap Learn More for a free, honest inspection.
Headline: Finally, A Roofer You Can Actually Trust.
Description: 7 years in South Florida · Hollywood office · straight answers.
Button: LEARN_MORE
C · Done right the first time (B3)
Primary: 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 somebody in two years. Flat, metal, shingle, or tile — we do it the way it's supposed to be done, we don't rush the parts you can't see, and we stand behind it. 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. We're Roof Giants, Hollywood, FL — licensed CCC1332476, and we've got financing if the timing's rough. Tap Learn More for a free inspection.