The whole setup on one page: what a business owner sees, where the lead goes, how the account is built, the rules I judge it by, and the five places I'd want your eyes. Everything here is read straight from the ad account and my plan files this morning.
Seven steps. Tap each one. Green means it runs today. Amber means it is built and waiting to be switched on.
The first draft had six ads with six different texts in one ad set, so a winner would have told me nothing about why it won. The restart splits it: each ad set is one reason to buy, with one text and one form. The five pictures inside it only change the trade shown. The ad set answers "which reason works on the Shore." The pictures answer "which way of showing it."
I record my cold calls. About 1,960 of them are transcribed. I compared what the 28 owners who became clients heard on their calls with what the 613 owners who talked and never bought heard. Four things showed up far more often before a yes, and the three ad ideas are built on them.
Share of calls where the line was said. Blue is owners who became clients, gray is owners who never bought. Small sample on the client side, so I read it as direction, not proof. That is one of the things I'd like your read on.
I judge it by cost per signed client, never by cost per lead. Type in a spend and a number of signed clients to see what the written rule says.
| What I see | What it points to |
|---|---|
| No leads after 5 to 7 days | The offer |
| Few leads and a weak click rate | The pictures and the first line |
| Strong clicks, few leads | The form |
| Leads, but few reached by phone | How fast I call back |
| Reached, but few booked | The call |
| Booked, but not held | Show rate and reminders |
| Held, but not signed | The demo |
One script joins Meta spend to the CRM every morning: spend, leads, reached, calls booked, calls held, signed, lead to close, and cost per signed client. It is the one number that matters, traced back through every step.
You spent 13 years buying media and building the measurement behind it. That is the part of this I am weakest on. Five things, in the order I'd tackle them.
Three ad sets and 15 ads on $40 a day is a lot of cells for a small budget.
Is it spread too thin to learn anything in 7 days? Would you start with one idea, or raise the budget?
Today the ad sets optimize for a filled form. The CRM knows who booked a call and who signed.
I'd like those events sent back to Meta so it learns from buyers, set up the way you'd trust.
You built a lead score from 600,000 leads. I have about 2,000 recorded calls and a list of who became a client.
A simple score that tells me which leads to call first, and which ZIPs and trades to push.
The rules above are written. Someone with your experience making the calls is better than me following a table.
One short read a week: what to cut, what to feed, what to test next.
I manage ads for clients at $400 a month plus their spend. One is agreed and waiting to start. Every business I work with is listed in the next section.
Once Easton's own account is proven, the same method on theirs, one at a time.
These are the local businesses I already work with. Each one has a site I built, tracking, and a CRM behind it, so a lead from an ad lands in a system that already answers it. That makes them the easiest ads clients to start: no cold pitch, and the plumbing is done.
Ads only pay if the lead gets answered. So each ads offer comes with the next step on my plans: Website $197, Lead Engine $397, Growth $497 a month, or the follow-up pack on its own (missed-call text-back, instant reply, review ask, owner alert). I only offer a step up after a client has been live 30 days and seen a report.