L Bear North Digital  ·  Lettieri Renovations
Meta Ads Creative Brief · June 2026

One contractor. Every trade. No finger-pointing.

A Meta creative program for Lettieri Renovations built on the one promise the Connecticut Shore renovation market is not making: you deal with the owner, on site, from demo to final walkthrough. No handoffs, no blame games, no surprises.

Channel · Facebook + Instagram Objective · Free Consultation Leads Status · NET-NEW CHANNEL Segment · Coastal homeowners 41+ Area · Old Saybrook · Madison · Guilford
01 · THE WEDGE

Why we win

Renovation buyers are not afraid of the work. They are afraid of the chaos: the GC who vanishes, the budget that balloons, the trades who blame each other.

Owner On Site

Marc walks every project, every week. The person running your job is the one you hired.

Every Trade

Electrician, plumber, finish trades, materials. One decision-maker coordinates it all. No finger-pointing.

No Surprises

Written allowances and signed change orders before any new work. You always know what you are paying for.

Built On The Shore

Six years on the Connecticut Shore. Local trades Marc has worked with for years. No rotating crews.

02 · THE INSIGHT

The two fears

A renovation is not a purchase. It is handing a stranger the keys to your home for three months and hoping it goes the way they promised.
1
Fear of the project going sidewaysBudget overruns, blown timelines, a GC who stops answering, trades pointing fingers at each other.
2
Fear of picking the wrong contractorMarc lived this himself with his last marketing agency. He gets it. So does every homeowner who has been burned once.
→
The unlockOne owner, on site, with written pricing and no handoffs removes both fears at once. The franchises and the disappear-on-you GCs cannot say that.
03 · THE MARKET

Competitor swipe file

Marc's named rivals plus active CT and national remodeling advertisers, pulled live from the Meta Ad Library, June 2026.

Advertiser (click to view)Angle / hookFormatRead
Trusted General (Old Saybrook)↗"Reliable roofing & siding experts"Site / organicExterior only, not advertising
Maestro Renovation Pro (Old Saybrook)↗"Luxury kitchen & bath, built to inspire"Site onlyClosest rival, thin (2 reviews), no ads
Buell Construction (CT)↗"Dream, design, build. Relationships that last."Site onlyOwns our angle, zero paid reach
D-Core Construction (CT)↗"CT homeowners: upgrade, expand & maximize your space"VideoClosest active CT analog (additions)
DNB Renovations (CT)↗"Luxury is in the details you don't see" + planning checklistCarouselProcess-transparency, weak CTA
Turner Home Improvement (CT, since 1955)↗"First call for CT homeowners since 1955, honest pricing"StaticTextbook heritage + trust stack
Connecticut Bath Solutions↗"Go from EWW to BRAND NEW, honest pricing"Before/AfterPunchy, but bath-only
West Shore Home (national)↗"FREE shower + 0% interest 18 months"OfferSets the financing bar. Do not match.
Bath Fitter (national)↗"$1,500 off + 0% interest"OfferPure price. Commoditized.
MAC Design + Build↗"We bring your dreams to life. Why we're the top choice."StaticClosest template for our voice
Elias Construction↗"Trusted remodeler in [city], transforming neighborhoods"CarouselHyper-local geo copy, repeatable
F&J Contractors↗"From a 3-season playroom to a true 4-season living space"Before/AfterBest addition-as-lifestyle ad found
Milestone Builders↗"Never like this. Smooth, even enjoyable. Exceeded expectations."TestimonialProcess-experience angle, underused

Click any advertiser to open its ad in the Meta Ad Library (login may be required). Honorable mentions active: R&R General Contracting, RAO Construction, D'Amore Interiors, Re-Bath, plus Angi / Thumbtack lead aggregators bidding the same terms.

Key Finding

Marc's three named rivals barely run Meta ads. The shoreline feed is wide open.

Trusted General is exterior-only. Maestro and Buell run zero ads. The active competition is either CT exterior/handyman shops or national single-room brands (Bath Fitter, West Shore) competing on price and financing. Almost nobody is advertising full interior renovations and additions as one owner-led story.

That is the white space. A modest, consistent Meta presence makes Lettieri the only real interior-renovation voice on the Connecticut Shore, competing on craftsmanship and a real person, not a discount.

04 · MESSAGING

Angles, ranked

Where to spend, and the one place not to. Built from the gaps the swipe file exposed.

1

Owner-led, every trade

"One contractor. Every trade. No finger-pointing." The white space no local rival is claiming on Meta.

Lead
2

Before / after transformation

Real shore-home kitchens and baths, dated to stunning. Underused locally, and the proof Maestro lacks.

Lead
3

Additions as lifestyle

"Room to grow." Sell the way the home feels, not the square footage. F&J's strongest angle, nobody local runs it.

Control
4

No surprises / honest pricing

Written allowances, signed change orders. Directly answers the renovation-horror-story fear.

Test
5

Connecticut Shore local

City names in the hook (Old Saybrook, Madison, Guilford). Instant relevance the national brands cannot match.

Test
✕

Financing / discounts

Bath Fitter and West Shore own this and have commoditized it. Competing on price kills the premium margin. Stay out.

Avoid
05 · THE CREATIVE

Eight static ads

Aspirational, not fear-based. Transformation proof, the owner-led wedge, honest pricing, and the offer. One ad built on a real Lettieri photo; the rest generated to match the brand, swap in real project photos for production.

Before / afterKitchen before and after ad
Transformation · kitchen
"Your Kitchen, Reimagined"
Dated to stunning. The proof format almost no CT rival runs. Lead creative.
Before / afterBathroom before and after ad
Transformation · bath
"Bathrooms Worth Waking Up To"
Spa-bath reveal. Beats the single-room national brands on craftsmanship, not price.
WedgeOne contractor every trade ad
Owner-led · lead angle
"One Contractor. Every Trade."
The core differentiator as a bold statement over a real space. The thing no rival claims.
AspirationalSpaces worth coming home to ad
Brand · real photo
"Spaces Worth Coming Home To"
Built on a real Lettieri project shot. Premium brand-builder for top of funnel.
TrustNo surprises honest pricing ad
Honest pricing
"No Surprises. Ever."
Written allowances, signed change orders. The antidote to the renovation horror story.
LocalBuilt on the Connecticut Shore ad
Local + climate
"Built On The Connecticut Shore"
Names the towns. Instant relevance the national brands cannot match.
AdditionsRoom to grow additions ad
Additions · lifestyle
"Room To Grow"
Sells how the home feels, not square footage. The addition angle nobody local is running.
OfferFree in-home consultation ad
Direct response
"Free In-Home Consultation"
The booking offer for retargeting warm audiences. See the plan before you commit.
06 · VIDEO CONCEPTS

Three to film with Marc

Vertical 9:16, captions burned in. The owner on camera is the whole advantage. Authentic phone video beats polish.

V1 · "The chef in the kitchen"

Owner UGC · 25-30s · Flagship
0-4s
"Most renovations fall apart at the handoff. The designer blames the GC, the GC blames the plumber, and you end up refereeing a job you paid someone else to run."Marc to camera, on a job site.
4-14s
"I run it differently. I am on site every week. I coordinate the electrician, the plumber, the finish trades, and your material picks myself. One phone number. One decision-maker."B-roll: Marc walking a project, talking with a tradesman.
14-24s
"You get written pricing before any new work, and a finish that looks the way it was promised. That is the whole job."B-roll: finished kitchen reveal.
24-30s
"Lettieri Renovations. Built on the Connecticut Shore. Book a free consultation."End card: logo + offer.

V2 · Transformation reveal

Montage · 15-20s · Control
0-3s
Open on a dated, tired kitchen. On-screen: "Day 1."Slow pan across the before.
3-14s
Fast, satisfying build montage: demo, cabinets, counters, lighting, styling. Upbeat track.Quick cuts, time-lapse feel.
14-20s
Final reveal of the finished space. On-screen: "Built by one crew, run by the owner." Book a free consultation.Hold on the reveal + end card.

V3 · Walkthrough

Owner tour · 30-40s · Retarget
0-30s
Marc walks a finished shore-home renovation, pointing out the details: "This is custom, we built it on site. The homeowner picked this with me. One number the whole way through." Warm, proud, unscripted.Handheld follow. Let Marc be himself. Ends on the offer.
07 · MEDIA PLAN

How we run it

High-ticket, high-consideration. Fewer leads than a low-cost service, but each one is worth a great deal. Start lean, retarget hard.

Objective

Leads

Free in-home consultation. On-Facebook form with qualifiers, plus a website booking option.

Buying

ABO first

Clean read across audiences, then CBO on the winners. Always-on retargeting.

Placements

Advantage+

Auto placements. Needs 1:1, 4:5 and 9:16 versions of each ad.

Geo

Shoreline

Old Saybrook, Madison, Clinton, Guilford, Old Lyme, East Lyme + radius. Homeowners 41+.

Ad setAudienceDailyCreatives
AS1 · Local broadHomeowners 41+, shoreline towns, higher-income, broad$20Before/after kitchen, wedge, aspirational, local
AS2 · Project intentHome improvement + remodeling + recently-moved + homeowner behaviors$15Before/after bath, additions, no-surprises
AS3 · Retarget always onVideo viewers 25%+, site visitors 180d, IG/page engagers, form openers$10Offer card, walkthrough video, testimonial (once collected)

Start around $35-45/day (about $1,050-1,350/mo). Renovation is a long, high-consideration decision, so retargeting is not optional, it is where most consults will come from. Let ad sets clear learning before judging, refresh creative every 3-4 weeks, and feed real before/after photos in as Marc completes jobs.

Funnel mapping

Cold / prospecting

Before/after, aspirational, local, additions. Goal: stop the scroll and seed the brand with shoreline homeowners.

Consideration

The wedge and no-surprises. Goal: build trust with people weighing whether to call a contractor at all.

Retarget

Offer card, owner walkthrough, testimonials. Goal: book the consult with warm, high-intent homeowners.

08 · SPEED-TO-LEAD

Where the consult is won

At renovation ticket sizes, one booked consult can be a five or six-figure job. Treat every lead like it is.

Top priority

Text back within minutes. Marc is text-first, so this fits him.

Marc already prefers text and answers calls live. Wire the lead form to fire an instant text to his phone and an auto-reply to the homeowner so the conversation starts while interest is hot. A renovation lead that waits a day for a callback usually calls the next contractor.

Auto-text: "Hi [Name], this is Marc at Lettieri Renovations. Thanks for reaching out about your project. What are you looking to renovate, and what is your timeline? Happy to set up a free in-home consult."

✓ Lead form + qualifiers

  • Name, phone, email, town
  • "What is your project?" (kitchen, bath, addition, full interior, roof/siding, other)
  • "Timeline?" (now, 1-3 months, 3-6, just exploring)
  • "Approximate budget?" range, to focus on real jobs (Marc does not take handyman work)
  • "Do you own the home?"

    • ◆ Tracking + booking

  • Confirm the tracked phone number before launch (records conflict: 860-962-6246 vs 860-981-0341)
  • Meta Pixel + Lead event on submit
  • Dedicated /book-a-consultation landing page, not the homepage
  • Push booked + signed jobs back as offline conversions so Meta optimizes for real revenue

    • Message match: ad angle to landing headline

    Ad angleLanding page headline
    Owner-led wedge"One contractor runs your whole renovation. Book a free consultation."
    Before / after"See what your kitchen could become. Free in-home consultation."
    Additions"Room to grow, designed and built by one owner. Book a consultation."
    No surprises"Written pricing, no surprises. Start with a free consultation."
    Local"Connecticut Shore renovations, owner on every job. Book a consult."
    09 · COPY BANK

    Primary text to test

    Three variants per angle, so copy tests independently of creative. CTA: Book Now / Learn More.

    Owner-led wedge

    Headlines: "One Contractor. Every Trade." · "No Finger-Pointing." · CTA: Book Now
    A
    Most renovations fall apart at the handoff. The designer blames the GC, the GC blames the plumber, and you end up refereeing. Lettieri Renovations works differently. Marc runs every project on site, coordinates every trade, and hands you one phone number and one decision-maker. Book a free consultation.
    B
    When you hire Lettieri, you get the owner on the job, not a salesman who disappears after the deposit. One person runs your kitchen, bath, or full renovation from demo to final walk-through. Connecticut Shore. Free consultation.
    C
    No rotating crews. No mystery subs. No finger-pointing. Just one owner who has run shoreline renovations for six years and answers his own phone. See what that feels like. Book a free in-home consult.

    Before / after

    Headlines: "Your Kitchen, Reimagined" · "See The Transformation" · CTA: Book Now
    A
    This is what a tired shoreline kitchen can become. Swipe to see the before and after. If yours is dated, cramped, or just not you anymore, we can change that, start to finish, with one crew. Book a free consultation.
    B
    From builder-grade to beautiful. Real Connecticut Shore renovations, run by the owner on site. See the difference, then picture your own space. Free in-home consultation.
    C
    Your home has more potential than you think. Kitchens, baths, additions, full guts. One contractor, every trade, no surprises. Book your free consultation today.

    Additions

    Headlines: "Room To Grow" · "More Home, Not A New One" · CTA: Learn More
    A
    You love your shoreline home. You just need more of it. A primary suite, a bigger kitchen, a true four-season room. We design and build additions that blend in like they were always there, structural through finish, run by one owner. Book a free consultation.
    B
    Outgrowing your space but not your street? An addition gets you the room without the move. One contractor handles framing through final paint. See what is possible on your lot. Free consult.
    C
    From a three-season porch to a true four-season living space. Additions change how a home feels, not just how big it is. Let us show you. Book a free in-home consultation.

    No surprises / honest pricing

    Headlines: "No Surprises. Ever." · "Written Pricing, Always" · CTA: Book Now
    A
    The worst part of a renovation is not the dust. It is the surprise invoice. We do it differently: detailed scopes, written allowances, and signed change orders before any new work happens. You always know what you are paying for. Book a free consultation.
    B
    Been burned by a contractor before? So have a lot of shoreline homeowners. That is why we put everything in writing up front and keep one person accountable for the whole job. Honest pricing, owner on site. Free consult.
    C
    No vague estimates. No mid-project sticker shock. Just clear pricing, clear communication, and a finish that matches the plan. That is how a renovation should feel. Book your free consultation.

    Connecticut Shore local

    Headlines: "Built On The Shore" · "Your Local Renovator" · CTA: Book Now
    A
    Renovating on the shoreline? We are based right here in Old Saybrook and build in Madison, Clinton, Guilford, Old Lyme and East Lyme. Local trades, local accountability, owner on every job. Book a free consultation.
    B
    Six years of kitchens, baths, and additions on the Connecticut Shore. We know these homes and the people who build them right. No call center, no franchise. Just Marc. Free in-home consult.
    C
    The national remodel brands do not know your street. We do. Lettieri Renovations is a local, owner-run shop building shoreline homes the way they should be built. Book your free consultation.
    10 · META POLICY

    Keep ads approved & honest

    Renovation ads are lower-risk than most categories, but two things matter here: before/after authenticity and not implying personal attributes.

    Before / after authenticity

    Meta and trust both require realistic results. The generated before/afters here are illustrative. Swap in Marc's real project photos before spending, and avoid implying every job looks identical.

    Personal attributes

    We target higher-income coastal homeowners, but never imply you know the viewer's wealth or situation. Speak to the project ("your kitchen"), not the person's status.

    No false claims

    No "guaranteed," no fake scarcity, and no "licensed & insured" wording beyond the real CT HIC.0656832. Home improvement is not a Special Ad Category, do not toggle it.

    Trust note specific to Marc: he came off a burn with his last agency, and his audience is sophisticated. Real photos, real numbers, and the owner's real face will out-convert any stock-looking or over-promised creative. The strategy leans into that on purpose.

    11 · LAUNCH

    Before we spend a dollar

    Real project photosMarc's actual before/after shots, by room and town. The single biggest upgrade over the generated mockups.

    Owner video (V1)Film Marc on a job site delivering the "chef in the kitchen" script. Phone vertical is fine.

    Confirm tracked numberRecords conflict (860-962-6246 vs 860-981-0341). Lock the right Meta tracking number.

    Consultation landing pageDedicated /book-a-consultation page with the qualifier form, not the homepage.

    Pixel + lead eventInstall Meta Pixel and a Lead event; CSD-style offline-conversion upload for quality.

    Placement resizesExport each ad at 1:1, 4:5 and 9:16.

    Reviews askOnly ~3 Google reviews today. Start collecting now so testimonial ads and trust signals are real, not borrowed.

    Budget + scheduleApprove ~$35-45/day. Renovation has a slow season, so weight spend toward the booking-ahead months.

    12 · MEASUREMENT & TARGETS

    How we'll judge it

    $40-100
    Target cost per consultation lead (high-ticket, lower volume)
    $150-350
    Target cost per booked in-home consult
    >1%
    CTR target · plus video hook rate >25%
    ROAS
    True north · jobs signed vs ad spend (one job pays for months)
    MetricTarget / benchmarkWhy
    CPM (local)~$12-28Affluent shoreline audience runs a bit higher than a broad local pool.
    Cost per lead$40-100Renovation is high-ticket and considered, so leads cost more and arrive slower than a cheap service.
    Cost per booked consult$150-350The number that matters. Filtered by the form qualifiers (budget, timeline, ownership).
    Consults / month~6-15Lower volume than crawl space, but each can be a five or six-figure job.
    Cost per signed jobTrack vs job valueThe only metric that matters. A single kitchen or addition can return the entire year of ad spend.

    Judge this channel on booked consults and signed jobs, not raw lead count. Volume will look low next to a low-ticket service, and that is fine: at renovation prices, a handful of good consults a month is a great month. Speed-to-lead and Marc's own close rate will move the numbers more than CPL does. Feed everything into LUMEN monthly reporting.