Watch this before we talk.
A minute and a half. Captions are burned in, so it plays fine on mute.
Click to skip to resultsWhat actually happens on it.
Thirty five to forty five minutes. Four things, in this order.
We ask what you have already tried, and where it broke down
Most people booking this call have run something before. We want the part that did not work.
We fill in your numbers, not ours
What a job is worth to you, and what you close. The maths only means something with your figures in it.
You get a straight answer on whether this works for your trade
Some trades are harder than others. You will hear which one yours is.
If we are not a fit, we say so on the call
You will not be followed up for a month afterwards. If it is not a fit, you will hear that from us plainly.
Three things to have ready.
You do not need exact figures. Close enough is fine.
A few of the accounts we're running.
Every figure here is one account and one date window, with the export beside it. Nothing is added up.
That is the whole spend, not a good week pulled out of it.
accounts/surrogacy-243-leads-1095-cpl.png
Five months on the same account. The cost per lead has held the whole way.
accounts/barbershop-164-leads-960-cpl.png
The going rate in this trade is twenty five to forty five a lead. This one sits under it.
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Same account, as of 19 Sep: 50 leads. The figures above are the 13 Aug to 2 Sep window they were exported from.
$14,000 in revenue so far, confirmed by the client. Reported by the client, not by Meta. Meta cannot see closed jobs.
Thirty days, two campaigns. The one rebuilt on 4 Sep runs at $16.03 a lead. The first job closed inside week one.
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Over $80,000 of work in the pipeline, confirmed by the client. Reported by the client, not by Meta. Meta cannot see closed jobs.
Three complaints, and what they turned out to be.
A form asking for an SMS code before it would submit. Half never came back to the tab. The ads were working the whole time.
Three quarters of the budget going to placements that had never produced a lead. Nobody had opened the placement breakdown.
A call that answered every question about price and timing, then ended with “give us a shout when you're ready.”
None of those needed better targeting or a bigger budget.
Running the ad is the easy part.
Anyone can put money behind a post. What decides whether it works is everything around it, and most of that happens before a dollar is spent.
The research
Who is actually buying, what they have already tried, and the words they use when they call you. Written down before anything gets designed.
The creative
A hook is a specific checkable fact, not a claim. “Can’t remember the last time you had it swept” makes someone stop and answer it in their head. “Quality service you can trust” asks nothing, so nothing happens.
The campaign
Structure, budget and placements set so the system has room to learn. Plenty of accounts are built so it never gets the chance.
The signal you send back
What Meta is told after the lead lands. This is the part almost nobody does, and it is the part that decides everything upstream of it.
Meta goes looking for more of whatever you tell it is good. Send it every lead and it finds you more of every lead, including the ones that waste your morning. Send it the ones that actually booked, and it goes looking for those.
That is what scaling on Meta actually is. Not a bigger budget.
A few examples of what we do.
Every one of these was shot on location at a client's job. No stock footage.
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Conversion tracking is wired back to Meta, so the budget follows the ads that book work.
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What people say.
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Your call is confirmed.
It is already in the diary. Nothing else to do before then.
Add to Google CalendarOpens Google Calendar with your time already filled in.
If something comes up, move the call rather than skipping it. Use the reschedule link in that same email and pick another time.
Something come up? Move the call rather than skipping it. A new time beats a no show, every time.