Fil Chauffant Toiture · Roof heating cable installation · Meta Ads — Lead generation · 2026
How a roof heating-cable installer bought a winter season of leads
Ice dams are a four-week problem that homeowners think about for four weeks a year. The whole campaign lives or dies in that window.
45
leads
five reported months at CA$38.53 each
The results, up top — every number is in the strip below
45
leads
five reported months
CA$38.53
cost per lead
single lead action only
CA$1,734
media spend
seasonal budget
30
leads in the peak month
two thirds of the season
5
reported months
absolutes only
01 — The challenge
A product with one buying season and no year-round demand.
Fil Chauffant Toiture installs heating cable systems on Quebec roofs and gutters to stop ice dams — the ridge of ice that forms at a roof edge and forces meltwater back under the shingles.
Demand is brutally seasonal and slightly late: most homeowners think about ice dams once they already have one, which is the worst moment to install a cable. The commercial goal is therefore to reach them before the freeze, in a window a few weeks wide, on a small budget.
“By the time there is ice hanging off the gutter, I am booked and it is too cold to install properly. I need to reach people in October, not January.”
Illustrative quote — written by Web Tonic to put the results above in an owner’s words. It is not a statement provided by the client.
So spend was concentrated where the season actually was: November carried 30 of the 45 leads.
02 — Our approach
Spend the whole budget in the weeks that matter.
Rather than pacing evenly, budget was concentrated into the pre-freeze window. The account's own monthly series shows the result: 30 of 45 leads came in a single month, on the largest month of spend.
Creative used the problem, not the product. Homeowners do not search for heating cable; they recognise icicles, ice ridges and water stains on a ceiling.
One lead action is counted. This is a small, seasonal, five-month account, reported as absolutes with the cost per lead published.
03 — What we did
Seasonal concentration, problem-led creative, one lead action.
A small budget spent almost entirely inside the buying window.
Seasonal concentration
Front-loaded the pre-freeze window
30 of 45 leads arrived in the single heaviest month of spend. Even pacing would have missed the season.
Monthly lead volume
Problem-led creative
Advertised icicles, not cable
Homeowners recognise the symptom, not the product. Creative led with the ice dam and the ceiling stain.
Recreated Meta Ads Manager campaign table
One lead action
Excluded softer signals entirely
Only the lead action is counted, at 45. Content views and landing-page views are excluded.
Conversion action breakdown
Honest scale
Reported a small account as a small account
CA$1,734 of spend and 45 leads. The numbers are modest and stated as they are.
Cost per lead trend
The stack we ran it on
Meta Ads Manager
Paid social
Meta Conversions API
Tracking
Meta Events Manager
Tracking
GA4
Analytics
Google Tag Manager
Tracking
Canva
Creative
AgencyAnalytics
Reporting
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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