In a crowded digital landscape, your customer isn’t waking up thinking about roofing—or whatever you sell.
They’re thinking about errands, bills, kids, and daily chaos. That’s why your ad has to interrupt them—not just visually, but psychologically.
As Adam Sand explains, the secret to successful digital ads isn’t just creativity—it’s structured psychology, timing, and planning backwards from the sale.
Ask yourself: what was the last ad that made you stop scrolling?
Chances are, it activated one of these triggers:
Urgency: “Only 48 hours left!”
Opportunity: “Here’s how to save time/money/headaches”
Scarcity: “Limited stock—don’t miss out!”
Adam shares a memorable ad for a Valentine’s Day sweater that worked because it spoke directly to last-minute gift-givers, not random browsers.
✅ Your ads should answer this subconscious question:
“Why should I care right now?”
Here’s a story that really drives urgency home. Back in the day, I worked with a storm-chasing roofer who wanted to run Facebook ads after a massive hailstorm. We didn’t just say, “Hey, need a new roof?”—that’s boring. Instead, we hit them with: “Storm Damage? Insurance Claims Close in 30 Days—Don’t Miss Out!” That ad wasn’t just urgent—it was specific. It tapped into a real fear: missing the insurance deadline and having to pay out of pocket. The result? A flood of leads, and the roofer booked out for months. The takeaway? Urgency works when it’s tied to a real, immediate consequence.
→ Related: See how timing and structure drive performance in Recruitment Success Part 3: Build a Fast, Clear Hiring Process
Great ads don’t “go viral”—they’re orchestrated.
Adam breaks down the Valentine’s campaign:
Product ready months in advance
Influencer scripts pre-approved
Landing pages matching the exact holiday mood
Bundled offers (sweater + socks + leggings) reinforcing the purchase
✅ This is “reverse-engineering the outcome”—starting with the sale and building backwards through every step of the funnel.
This one’s personal. I remember a time when I was running ads for my own roofing company. I thought I could just throw up a few ads and let the leads roll in. Spoiler: it didn’t work. Why? Because I didn’t have the backend ready. Leads were clicking, but there was no landing page, no follow-up system, nothing. It was like inviting people to a party and forgetting to unlock the door. When I finally sat down, mapped out the entire funnel—starting with the sale and working backward—it was a game-changer. I prepped landing pages, automated follow-ups, and even bundled offers like “roof inspection + free gutter cleaning.” The result? A 40% boost in conversions. Planning backwards isn’t just smart—it’s essential.
→ Related: How to Automate & Organize Your Business with LucidChart shows how to map out ad flows and backend ops with clarity.
A perfect ad launched too late? Total miss.
That Valentine’s hoodie ad wouldn’t work two weeks after the holiday.
Great campaigns succeed because:
The timing matches the urgency
The messaging fits the season
The audience targeting is dialed in
✅ Pairing relevance with immediacy is what creates converting interruptions, not just creative noise.
Timing is everything, and I learned this the hard way. We once ran a “Spring Roof Tune-Up” campaign... in February. Guess what? Crickets. People weren’t thinking about spring—they were still dealing with snow and ice. But when we relaunched in April, with messaging like “Prep Your Roof for Summer Storms,” it was a whole different story. Leads poured in because the timing matched the audience’s mindset. The lesson? Even the best ad won’t convert if it’s out of sync with what people care about right now.
Your Facebook ad should be an interruption people are glad to see.
That might mean:
Resurfacing forgotten priorities (“Valentine’s is next week!”)
Creating emotional hooks (“Imagine their face when they open this…”)
Solving invisible problems (“Finally, a gift they’ll love and use!”)
Adam reminds us: “Your audience doesn’t need to wake up wanting a roof. You just need to help them take one step closer.”
This one’s fun. I ran a campaign for a roofer offering free drone inspections. The ad showed a drone flying over a roof with the caption, “See Your Roof Like Never Before—For Free!” It wasn’t pushy, it was intriguing. People loved it because it felt like a cool, techy solution to a boring problem. And here’s the kicker: once the drone inspection was done, we’d show them high-res images of their roof and point out any issues. It wasn’t just an ad—it was an experience. And it worked because it interrupted their day in a way they actually appreciated.
→ Related: What Car Sales Taught Me About Roofing Sales shows how structure and intent convert better than charisma.
The best Facebook ads don’t happen by accident. They’re:
Strategically timed
Emotionally resonant
Creatively relevant
Backed by planning from end to start
Interrupt with purpose. Convert with confidence.
That’s how you run ad campaigns that don’t just “get seen”—they perform.
Let’s wrap it up with a story about a client who thought they could wing it. This guy spent $500 on Facebook ads with no plan—no targeting, no offer, no follow-up. Surprise, surprise: zero leads. When we stepped in, we built a structured campaign from scratch. We started with the goal (booked roof inspections), created a killer offer (“Free Roof Inspection + Storm Damage Report”), and backed it up with a landing page and automated follow-ups. The result? $300 per lead with a 30% close rate. That’s the difference between hoping for results and engineering them.
→ Want help planning your next campaign? Start with what your customer actually needs to see—then reverse-engineer the magic.
An interruptive ad grabs attention by using urgency, relevance, or emotion—without annoying the user. It speaks directly to what the viewer values or needs right now.
Start by defining your end goal, then plan backward: craft your offer, build themed landing pages, align your timing, and script your creative in advance.
They tap into psychological triggers that drive action—making people more likely to click, engage, and buy out of fear of missing out or wasting time.
Launching without a cohesive plan. Messaging, timing, and offer must all work together to convert attention into action.
Focus on emotional hooks, daily challenges, and subtle reminders—making your ad feel like the answer to a need they didn’t realize they had.