$3K in ad spend. $450K in signed projects.

The system, in four parts

1. 1

   One video ad

   You don't need ten ads. You need one that does the heavy lifting. Shoot it on your phone, on a real job, talking straight to the camera.

   The structure

   Problem: what your customer wants and can't get.

   Agitate: make the problem hurt. Show what happens if they wait, or if they hire the wrong company. For example, a gutter company could say: “Clogged gutters don’t just overflow. That water rots your fascia and ends up in your basement.”

   Solution: how you do it differently.

   Proof: one line. Years in business, jobs done, or your Google reviews.

   • Never put a price in the ad. Sell the finished result.
   • Call out who it's for in the first two seconds.
   • Target your service area and leave the rest broad. The video does the targeting.
2. 2

   Instant follow-up

   The company that reaches a lead first usually gets the job. Most contractors call back the next day. By then the homeowner has already talked to two other companies.

   • An automatic text and email go out the moment a lead comes in.
   • You get a text alert, and you call within minutes, not hours.
   • Book the site visit or estimate on that same call.
3. 3

   A pipeline that tracks every lead

   Every lead goes on one board, so nothing gets lost in your texts or a notebook in the truck.

   The stages

   New lead → Contacted → Appointment booked → Estimate sent → Closed

   Now you know exactly which ad dollars turned into booked jobs, not just form fills.

4. 4

   Send the data back to Meta

   This is the part almost nobody does. When a lead moves to "appointment booked" in your pipeline, that event gets sent back to Meta through its Conversions API.

   Meta stops learning who fills out forms and starts learning who actually books. Then it goes and finds more people like them. Your ad spend gets smarter every week.

Three mistakes to skip