Meta Ads, Facebook and Instagram
Paid ads that put your phone back to work.
Nobody on Facebook or Instagram is searching for you. They are scrolling. Our job is to interrupt the scroll with something concrete, a same-week slot, a free audit, a real before and after, and turn that into an enquiry sitting in your phone within seconds.
Start here
If you have never run an ad before, read this bit.
- So what is a Meta ad, really?
- Meta owns Facebook, Instagram and Messenger. A Meta ad is a post you pay to put in front of people who are not following you: a photo or short video of your work, one line about your offer, and a button that starts an enquiry. You choose who sees it by location, age and behaviour, and you pay per result, not per month of exposure.
- How is it different from Google?
- On Google people are already looking for you and you compete on price and speed. On Meta nobody is looking for you yet, so you create the demand. That means Meta leads are usually cheaper but earlier in the buying cycle, and how fast you call them back decides whether they close.
- Do I need a website first?
- No. Most of the campaigns we run send people to a lead form inside Facebook or straight to a phone call, which loads instantly even on a weak signal. A site helps for credibility, but it is not a blocker to starting.
- Who does the videos and photos?
- You shoot the raw material on your phone, or we brief a local shooter. We handle the edit, the captions, the hooks and the versions. Real footage of real jobs beats stock every time, and it is cheaper.
Where your ads actually appear
Tap a placement. See what your customer sees.
- Where it shows
- In between posts from friends, groups and local pages.
- What it looks like
- A photo or short video of your actual work, a headline about the offer, and a button that says Get a quote or Call now.
- Best for
- Homeowners aged 30 plus, and anything where a before and after photo does the selling.
What is included
Seven things we do every month. Open any one of them.
01Account, pixel and tracking setupWe create or clean up your Business Manager, ad account, Facebook page assets and the tracking code, all opened in your name so you own it.
- Meta Business Manager and ad account structure
- Pixel and Conversions API so results still track when browsers block cookies
- Lead form or landing page connected to your inbox, CRM or a shared sheet
- Call tracking number where you want calls attributed
02Offer and message strategyBefore anything runs, we decide what you are actually offering. An ad that says we do painting fails. An ad that says free colour consult, three slots left this month works.
- Competitor scan across your market area
- Two to three offer angles written and tested against each other
- Objection handling built into the ad copy, not hidden on a page
- Seasonal offer calendar so the message changes with demand
03Creative productionWe turn your raw phone footage and job photos into ads that stop the scroll, in every size the placements need.
- Shot list so you know exactly what to film on site
- Editing, captions, hooks and end cards
- Square, vertical and story crops from the same source
- New creative every two to four weeks before people get bored of it
04Audience and targetingWe decide who sees the ad, down to the radius around each branch, then let Meta widen it once it has enough data to be trusted.
- Radius and market area targeting per location
- Homeowner, age and life-event signals where they are allowed
- Lookalike audiences built from your real past customers
- Retargeting for people who watched, clicked or started a form and stopped
05Campaign managementSomeone actually looks at the account. Budgets get moved to what is working and pulled from what is not, every week.
- Weekly budget and bid adjustments
- Creative rotation based on frequency and fatigue
- Lead quality review, not just lead count
- Fast response when Meta rejects an ad or flags the account
06Lead follow-up supportA lead that sits for four hours is usually a lost lead. We wire up instant notifications and, if you want, an automatic first text.
- Instant lead alerts by SMS, email or your CRM
- Automatic first reply so nobody waits
- Simple script for the first call
- Speed to lead tracked and reported
07Reporting you can readOne monthly page in plain language: what you spent, what came in, what it cost per booked job, and what changes next month.
- Spend, leads, cost per lead and cost per booked job
- Which creative and which audience produced the work
- What we changed and why
- One recommendation for next month, not twenty charts
Work out the numbers yourself
Move the sliders. This is the whole business case.
This is money that goes to Meta, not to us. Our fee is separate and we tell you both numbers up front.
What one enquiry costs. Most local service accounts land somewhere between $15 and $80 depending on the job size.
Out of every 100 enquiries, how many turn into paid work. Be honest here, it changes everything below.
What a typical customer is worth to you the first time they buy.
What that means in a month
- Enquiries you receive85
- Jobs you actually win21
- What each won job costs in ad spend$143
- Revenue from that work$25,200
That is 8.4x back on ad spend before your own costs. If that number is under 3x, the fix is usually the offer or the speed of your follow-up, not the budget.
These are your numbers, not a promise. We use exactly this math on a call to work out whether Meta ads are worth running for you at all.
Where the money goes
No markup on your ad spend. Ever.
- Most of it
Ad spend to Meta
This goes straight to Meta and buys the impressions. We never mark it up and you see the raw number in your own account.
- Flat monthly
Management fee
Our fee for strategy, build, optimisation and reporting. Fixed, so we do not profit from telling you to spend more.
- Included or scoped
Creative production
Editing and versioning is included. If you want a shooter on site, we scope that separately and you approve it first.
First 30 days
What happens after you say yes.
- Days 1 to 3
Audit and access
We look at any past ad accounts, your pages, your offer and your close rate. You get the findings whether or not you continue. Access is requested, never taken.
- Days 4 to 10
Build
Tracking installed, offers written, first creative edited, audiences and campaign structure built. You approve the ads before a dollar is spent.
- Days 11 to 30
Learning phase
Ads go live and Meta needs volume to work out who converts. Costs are noisy in this window. We do not panic and we do not let you panic either.
- Day 31 onward
Optimise and scale
Now the numbers mean something. Winners get more budget, losers get killed, fresh creative goes in before fatigue hits, and we push cost per booked job down month over month.
This works for you if
- You can answer the phone, or reply, within an hour during business hours
- You have a real offer, not just your company name
- You can put at least a few thousand dollars a month behind it in one market
- You have capacity to take on more work
- You are willing to film on site, even badly, on a phone
Do not start yet if
- You need leads to close today with no runway
- Nobody is chasing enquiries after 4pm
- You want to run ads without any photos or video of your own work
- You want to judge the channel on clicks rather than booked jobs
If you are in the second column, say so on the call. We would rather fix the follow-up first than sell you traffic you cannot handle.
FAQ
Meta Ads questions, answered straight
Enough for the algorithm to leave the learning phase in a reasonable window. For most markets that is a few thousand dollars a month in a single region, and we will say so plainly if your budget is too thin for the market.
They are earlier in the buying cycle, so speed to first contact decides quality. We set the follow-up expectation before launch and track how fast leads get contacted.
You do. Business Manager, ad account, pixel, page assets and every lead record are set up in your name. If we stop working together, you keep all of it and we remove our access.
No, and anyone who does is guessing. We will give you a target range based on your market and job size after the audit, and then we report against it honestly every month.
It happens, usually over policy wording or a verification gap. We keep your business assets structured so a single rejection does not stop everything, and we handle the appeal.
We ask for enough runway to get past the learning phase and read real results, typically three months. After that it is month to month.
Paid ads and organic page management are different jobs. Ads are covered here. If you want the page managed as well, we scope it as social media management.
Tell us what your cost per booked job is. We will tell you if we can beat it.
Twenty minutes, no deck. If we are not the right fit we will say so on the call.