Facebook · Instagram · Google Ads
Ads that fill your calendar, not your dashboard.
The paid ads team local service businesses bring in when they are done paying for clicks. Creative at serious volume, tracking wired into your CRM, and every campaign judged on one number: booked jobs.
$145K+ in Meta spend run in-house · verified September 2026
Where we run your ads
- Reels
- Stories
- Messenger
- Lead forms
- Google Search
- Local Services Ads
- Performance Max
- YouTube
- Retargeting
What we actually do
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The numbers · pulled straight from the ad accounts
$145K+
Meta spend run in-house
Deployed on Facebook and Instagram by our own team, $127K of it our own money. Every play we sell was paid for and proven on us first.
987
Residential property · Australia
Leads out of a single Meta account at a blended A$30 each. That is every ad ever run in it, losers included.
A$11
Best ad · same account
Per lead on our top static. 137 leads off one image, at a 3.1% click-through rate.
199
Ads tested · same account
In one account. Four of them produced more than half the leads. Finding those fast is the whole game.
Pulled from the Meta Ads API, September 2026. Leads count the lead event only, never double counted. Client names withheld. A$ figures are Australian dollars.
Creative engine
Creative is the targeting now.
Meta finds your buyer from the ad itself. So while most agencies ship three ads a month, we ship them by the dozen, every format, every angle, each one testing a single idea. The algorithm gets real choices. You get the winners.
How the creative engine worksStill paying for leads that never pick up?
Quote in two weeks. Maybe.
Quote on the spot. In writing.
POV: the plumber actually showed up on time
3
quotes on your roof. One visit. Zero pressure.
Before you sign a roofing quote, check:
- ✓Licensed and insured
- ✓Written warranty
- ✓Tear-off included
- ✓Clean-up in the price
A new AC unit always costs $10K.
Most repairs don't need one. We check first.
Sample formats written for this page. Client creative is never shown publicly.
Who we build for
We do not take everyone. We specialize in local service businesses where a lead becomes a booked job and a real invoice, because that is where our playbook compounds. If a homeowner fills in a form tonight and you quote them tomorrow, nobody will move your numbers faster.
United States · also running in Australia and New Zealand
- Roofing and exteriors
- HVAC and air conditioning
- Plumbing
- Electrical
- Restoration and water damage
- Remodeling and builders
- Solar and batteries
- Property and real estate
How the work runs
01
Audit
We go through your ad accounts, pixel and CRM to find where the money leaks. Most accounts are optimizing for the wrong event.
02
Track
Conversions API, call tracking and CRM feedback wired up first, so the platforms learn from booked jobs, not form fills.
03
Create
Creative built in batches around the real reasons your buyers say yes, then approved by you before anything goes live.
04
Scale
Losers killed fast, winners given budget. Reported weekly against the leads your team actually spoke to.
The engagement
What actually happens, step by step
No black box, no guesswork. This is the exact sequence we run on every account we take on, in this order, because each step makes the next one cheaper.
- 01Week one
Account and funnel audit
We open your Meta and Google accounts and trace one question: what is the algorithm actually being paid to find? The answer is wrong more often than not. We have taken over accounts optimizing for an ecommerce checkout event on a lead business, which makes cost per lead unreadable and teaches Meta to find shoppers instead of homeowners.
Then we look at what happens after the click. Page speed, form friction, how fast someone calls the lead back. Ads cannot fix a lead that sits untouched for two days.
What you get
- A plain-English read of where the budget leaks
- The conversion event each campaign should be optimizing for
- The two or three fixes worth more than any new ad
You keep the audit whether or not we work together.
- 02Before launch
Tracking before spend
Pixel and Conversions API on Meta. Enhanced conversions and offline conversion import on Google. Call tracking so phone leads count, because in home services a huge share of leads never touch a form.
Then the part most agencies skip: sending lead quality back from your CRM. When the platform knows which leads became booked jobs, it stops chasing the cheap ones that never pick up.
What you get
- Server-side tracking that survives iOS and ad blockers
- Calls and forms counted in one place
- CRM stages flowing back to Meta and Google
Your pixel, your accounts, your data. It all stays with you.
- 03Same week
Buyer research
We build the ads from what your buyers actually say, not what the owner thinks they say. Call recordings, enquiry forms, reviews, sales call notes. On one property account, reading 558 real enquiries showed more than a third of people asking the same question the ads never answered.
That becomes a short list of buyer types and the pains that move each one. Every creative maps back to one of them.
What you get
- Buyer types grounded in real enquiries and calls
- The pains, objections and words each one uses
- An angle list ranked by how specific we can be
Specific beats clever. Every time we have tested it.
- 04First launch, then weekly
Creative in batches
Meta now finds the buyer from the ad itself, so broad targeting plus a lot of good creative beats narrow targeting plus three tired ads. We produce statics, video scripts and UGC briefs in batches of dozens, each one testing a single idea.
You see every creative on a review board first. Only what you approve gets uploaded. Everything is created paused, and nothing spends until you say go.
What you get
- Dozens of creatives per batch across proven formats
- Hooks and scripts for your crew or an actor to film
- A review board where you approve or cut each one
Nothing you have not approved ever runs on your account.
- 05Days one to six
Launch, read, kill
Structure stays simple so the algorithm gets enough data to learn. Few ad sets, grouped by message, with budget concentrated where it can actually exit learning.
Every ad is read at three to five days and killed by day six if it is not earning its place, including ads that produce cheap leads nobody can reach. On a mature account, a small share of ads usually carries most of the results. Our job is to find them fast and stop paying for the rest.
What you get
- A clean campaign structure you can actually read
- A fixed kill window, so losers never linger
- Winners moved into scaling with their proof intact
Cheap leads that never answer the phone still get switched off.
- 06Every week
Report on booked jobs
Ad platforms over-count. Meta will happily report the same lead twice. So we never report a platform number on its own. Leads are reconciled against your CRM and call tracking, and the report shows what your team actually spoke to and booked.
Next to that, a short call on what we are changing and why. New batch in, losers out, budget moved to what is working.
What you get
- Cost per lead and cost per booked job, from your CRM
- Which creative and which angle produced each lead
- A clear next move, not a 40 page PDF
Nobody can guarantee a cost per lead. We report what happened instead.
What we do not do
We do not promise a cost per lead, lock you into a year, hold your ad account hostage, or run creative you have not approved. We do not boost posts and call it a strategy. If any of that is happening on your account now, the first job is usually undoing it.
Services
Facebook and Instagram ads
Lead campaigns built on the event that actually matters, fed by a steady stream of new creative, read at day three and killed by day six when they are not working.
Read moreGoogle Ads
Search, Local Services Ads and Performance Max for people who are ready to book today. Tight keywords, brutal negatives, and bids trained on real jobs rather than clicks.
Read moreAd creative
Statics, video scripts and UGC produced in batches of dozens, not three a month. On Meta the creative is the targeting now, so volume is the lever.
Read moreTracking and attribution
Pixel, Conversions API, call tracking and CRM feedback wired up before a dollar is spent, so every platform learns from booked jobs instead of form fills.
Read moreQuestions
Enough for each ad set to get real data every day. As a rule of thumb, budget should cover several leads per ad set per day at your expected cost per lead. Spread too thin across too many ad sets and nothing ever exits the learning phase. We would rather run two well-funded ad sets than seven starving ones.
They do different jobs. Google Ads catches people searching right now, so the intent is high and so is the cost per click. Facebook and Instagram reach people before they search, which is cheaper per lead and needs stronger creative and faster follow-up. Most of the accounts we run use both, with Google covering urgent demand and Meta building volume.
It depends on your market, your offer and what a job is worth to you. A cheap lead nobody can reach is worth less than an expensive one that books. That is why we measure cost per booked job from your CRM, not just cost per lead from the ad platform.
Leads usually start within the first week of launch. Knowing which ads are real winners takes longer, because each ad needs a few days of spend before it can be read fairly. We read every ad at three to five days and cut the losers by day six.
Yes. We work inside your ad accounts and your pixel, and all of it stays with you if we ever part ways. Any agency that builds your ads in their own account is renting your data back to you.
Yes. We handle creative strategy, statics, video scripts and UGC briefs. For video you can film with your own crew from our scripts, or we can brief actors. Every creative goes on a review board and only what you approve goes live.
No, and be careful with anyone who does. Nobody controls the ad auctions. What we commit to is tracking that tells the truth, creative in real volume, fast decisions on what is not working, and reporting on booked jobs you can check against your own CRM.