Commercial roofing · Qualification
A commercial roofing pipeline that checks the building first
For a company that sells commercial roofs and solar, we built a GoHighLevel (GHL) pipeline that sorts each inquiry by the building before anyone books your expert's time. The pipeline is live. The sorting starts with the wording of the ad copy we write, runs through a qualification gate, and ends in a callback only for buildings that clear your line.
The job
Sort inquiries by the building, starting with the ad
A commercial roofing ad reaches more people than you can sell to. The owner of a house with a sagging porch roof and the asset manager of a distribution center can both answer it. Each inquiry that reaches your expert unsorted is a callback spent on a roof you will never quote, so this build sorts in three places: the ad, the form and the gate.
The ad does the first sorting. Our rule for this company's copy is to open in the terms an owner uses about a building as an investment, such as capital expense, net operating income, asset value, tax exposure and fiduciary duty, and only then mention a roof size or a power bill. The wording speaks to people who run buildings as assets, and gives a homeowner little reason to keep reading.
One pipeline for roof and solar. Both kinds of inquiry land in one Commercial Roof and Solar Qualification Pipeline. The form asks about the roof issue and about solar interest as two separate questions, along with the property and its size, the monthly utility spend, and a hidden trap field that a person never sees. The answers sit on the contact for the expert to read.
The gate asks about the building. It looks at the building's size, its power spend, who owns it, what is wrong with the roof, and a tax signal: whether the owner carries a large tax bill. A pass books the expert callback and sends a qualified-lead event through the Conversions API to a new pixel in the company's own Business Manager, so Meta gets a signal for each building that cleared the line.
The line is yours, and so are the exceptions. For this company the roof can carry a building on its own, so we rewrote the rule to keep a large roof in even when the power bill falls under the line. A building that misses the line is not worked automatically: it goes forward only when someone on the team approves it by hand. Under the rewritten rule, a home and a caller who cannot settle on a building are the only automatic declines, marked not a commercial fit.
Past the gate come the expert callback, with reminders a day and an hour before it, a review of the site and the financial fit, and a queue of buildings waiting on your team's proposal. For inquiries that are not ready, the build includes a seven-touch, 30-day nurture in the ad's angle, a 90-day reactivation and call tasks.
What we set up
What the qualification build includes
- Ad copy rules that open in owner and investor terms before any roof size or power bill figure
- One qualification pipeline for roof and solar inquiries, from the first inquiry to the proposal queue
- Form questions on the property, its size, its utility spend, the roof issue and solar interest, plus a hidden bot trap
- A gate on building size, monthly power spend, ownership, the roof issue and a tax signal
- A qualified-lead event to Meta through the Conversions API on each pass, from a new pixel in your Business Manager
- A not-a-commercial-fit outcome, and hand approval for anything under your line
- An expert callback stage with a reminder the day before and another the hour before
- A 30-day, seven-touch nurture in the ad's angle, a 90-day reactivation and call tasks for your team
- A2P 10DLC registration for the texting
How a setup runs
How a qualification pipeline gets built
A 1:1 with Rob
Thirty minutes on what a building has to be before you send an expert. Rob notes your line for roof size, power spend and ownership, and the exceptions you already make by hand.
The gate in writing
The plan document holds each gate question, each ad opening, each nurture touch, every prompt and every knowledge-base entry, word for word, for your sign-off.
Build in a clean account
A new snapshot and a new pixel under your Business Manager, then the stages, the forms, the gate and the follow-up, in that order.
Handover with proof
The QA report covers each stage with evidence and screenshots, including what happens to an inquiry that does not clear the gate.
Changes after launch
When your line moves, you get a verdict before work starts: a fix inside the agreed scope, or new scope. The gate, the prompts and the knowledge base change as one.
What you bring
What the gate needs from you
Your line
The roof size, power spend and ownership that make a building worth a callback, and who on your team can approve an exception.
Your ad account
Access to the ad account and admin rights in your Business Manager, so the new pixel and the Conversions API sit under your name.
Your experts' calendars
Who takes the callbacks and the hours they keep for them, so the gate books into real time.
Your website
The knowledge base is written from it, so the AI describes your company the way you do.
Where it stops
The gate sorts buildings by what they are, never people by who they are. The build does not price a roof or write a proposal, and no AI calls go out: the callback belongs to your expert.
Services used
Setups behind the qualification pipeline
HighLevel pipeline and CRM setup
Pipelines, calendars and custom fields shaped around how you sell, with bookings and no-shows moving each deal on their own.
See Pipeline and CRM setupMeta Conversions API setup
Conversion events sent from HighLevel workflows, with one primary event on the deepest paid step and each event tested in Events Manager.
See Meta Conversions API setupA2P 10DLC registration
Brand and campaign registration filed from your IRS EIN letter, and rejected campaigns fixed at the field the rejection code names.
See A2P 10DLC registrationQuestions
What commercial roofing teams ask about qualification
Can one pipeline handle roof work and solar work?
What makes a building qualify?
What happens to an inquiry that falls short?
Why would our ads use investor language?
Who you talk to
Rob Eason
Rob runs HLAI Experts and takes the 1:1 calls himself.
He is a HighLevel Certified Admin with the second-most reviews in HighLevel's Certified Admin Directory worldwide, all of them 5 out of 5.
He won HighLevel's Top New Subaccounts via AI Employee award in its 2025 Summer of AI Awards and taught HighLevel's official masterclass on its AI Employee.
Before HighLevel, he co-owned a 60-employee financial services firm and sold his share.
On the call he looks at your account, not a script.
5/5 across 83 reviews in HighLevel's Certified Admin DirectoryTell Rob what a good building looks like
In 30 minutes Rob turns your line for roof size, power spend and ownership into a gate, and shows where the ad, the form and the callback each do their part.