Quick answer
Our ads, social posts and new site images are made in Overs, an AI tool that makes images matched to a brand without a photo shoot. Our owner, Abhi Chawla, built it, and he credits it with a big part of how fast Good Roofing has grown. These images are marketing and illustration. Job photos are a separate thing.
Estimates by phone: (587) 804-9266 · Good Roofing · Calgary-owned since 2014 · 10-year workmanship warranty.
A roofing company needs a steady supply of pictures, and ours come from Overs. Our ads, social posts and new site images are made in the AI tool our owner built, and in his words we make “lots” of them now. Every one of them is a marketing image, and none of them shows a real job. Here is how a set gets made, what it costs and where AI images stop.
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How a set gets made
Overs runs like a planned shoot, and you can watch each step.
- 01It studies the brand. Overs reads the website, the photos a brand already has and, if there is one, a brand guidelines PDF of up to 24 pages. From those it writes down the brand’s visual DNA: colours with hex codes, light, lens, grain and styling.
- 02It plans each image for a job. You say what the set is for (feed ads, a website hero, a banner, a billboard) and the plan covers each one. A set is 5, 8, 10 or 12 images.
- 03It shows the plan and the cost first. Nothing is charged until a person says yes, and the estimate counts one render per image.
- 04It sends each image only the references it needs. If a reference an image needs doesn’t exist, Overs skips it instead of guessing with the wrong picture.
- 05Brand rules get the last word. They’re applied at the end of the planning, and a quality check runs before the render.
- 06A person reviews every image. Approve it, ask for changes or reject it with a reason. Approvals and rejections become brand memory, so the next set starts from what worked. One image can be remade with a note, with 1 to 4 versions to compare, instead of redoing the whole set.
- 07Words go on last. A headline, subline or button can be set onto a finished image in a separate step, and the clean version is kept.
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Why we can afford to make lots of them
AI images come from tries, and some tries come out wrong. In four 2026 campaigns that 100 Creatives, our owner’s agency, built by hand with AI image models, 361 renders gave 45 usable photos. That’s about 8 tries per keeper on average, from about 3 on the easiest job to about 14 on the hardest. Overs’ guide to how many tries a usable AI image takes breaks those campaigns down.
At September 2026 model prices, 8 tries cost $0.27 per usable image on the cheapest model and $1.69 on the priciest, plus about 20 cents a run for the planning steps, in US dollars. Overs runs on your own OpenRouter key and adds no markup. At those prices a roofing company can afford a fresh image for every season and every ad. Our cost breakdown prices a full set of 30.
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Where AI images stop
An image made in Overs is marketing and illustration. It doesn’t show a real job, a real customer’s home or a real before and after, and nobody should read it as one. Job photos are a separate thing. If you’re hiring, judge any roofer, us included, on addresses you can drive past, a City of Calgary business licence and a WCB Alberta clearance letter. Our guide to checking a Calgary roofer’s past work walks through each one.
If you run a trades business, the same line protects you. Canada’s Competition Act says the general impression of an ad counts as well as its literal meaning, so a realistic AI picture shown as your work can mislead without one false word on it. Our list of what a contractor should never fake with AI covers the rest.
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What Overs doesn’t do
Overs makes still images. It can write a text prompt per image for a video model such as Seedance or Veo, but it doesn’t make video. It doesn’t write our copy, post to Instagram or run ads, so we export the files and publish them ourselves. It doesn’t train a custom model on anything either. It works from reference photos every time.
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If you run a trades business and want to try it
Overs has a free plan with 40 photos a month on one brand. You need an OpenRouter account with a little credit, because the AI itself costs a few cents a photo. Pro is $29 a month and Team is $99, in US dollars. Overs was built for product brands, so try it on the free plan and read the plan and cost screen before you pay for anything. Overs is made by our owner, Abhi Chawla, and we’re biased. We’d still make that suggestion to any trades owner who asked.