Complete campaign architecture, lead forms, ad creative, GHL automation, retargeting, and launch checklist — everything to go live and scale.
Three-phase approach: test cheaply, identify winners fast, scale what's working. Zero waste at a $5/day budget with no local competitors running ads.
Pull the ad set with the higher CPL (Cost Per Lead). Give the winner the full $5/day.
Form A maximizes volume. Form B pre-qualifies intent. Run Form A first — only switch to Form B if you're getting too many low-quality leads.
These ads are written specifically for Lead Form campaigns. Unlike traffic ads, the user never leaves Facebook — so the ad copy must pre-sell harder and build enough trust that someone hands over their phone number without visiting the website.
The #1 factor in converting Facebook leads is speed. A lead that gets a text within 5 minutes converts 9x better than one that gets a call the next day. This workflow makes Reg the fastest responder in the market — automatically.
Sent from Quality Contracting GHL number within 30 seconds of form submission.
Only fires if GHL shows no outbound call completed and no reply received from the contact.
Set up an "if/else" branch in GHL workflow. If Reg logs an outbound call OR the contact replies to any message → stop the sequence, move to "Estimate Booked" or "Talking" stage in pipeline. The follow-up sequence should only fire for contacts with zero engagement.
Retargeting catches the people who showed interest but didn't convert. These are warm audiences — they cost less to reach and convert at higher rates than cold traffic. Build these as you accumulate data.
Requires Meta Pixel on qualitycontracting.ca. These are people who already checked you out — highest intent of all retargeting audiences. Show them a social proof or testimonial ad.
Meta tracks who opened your lead form but didn't complete it. These people were one click away. Show them a friction-removing ad (financing, social proof, or the Reg trust ad).
When you run video ads (Reg talking head — 30 sec), build audiences based on how much they watched. 75% viewers are highly qualified — they're interested enough to watch most of a video.
Anyone who liked, commented, shared, or clicked on any Quality Contracting post or ad. Broad but warm — good for the low-budget retargeting layer.
Export past customer emails from GHL → upload to Meta as a custom audience. Use for: (a) exclusion from cold ads (don't advertise to people who already bought), (b) lookalike audience source (find people who look like your best customers).
Gentle re-engagement. Short copy acknowledging they've seen the ad before. "Northern Ontario winters don't wait — and neither will the tariff increases." Simple CTA back to the lead form.
A real customer story (with permission). "Karen in North Bay replaced 8 windows last March. Her hydro bill dropped $150/month." Different creative than cold ads — social proof lands harder with warm audiences.
Directly address the #1 objection: price. "New windows from $200/month. Financing approved in 3 minutes." Remove the barrier — price wasn't the real objection, it was fear of the price.
Seasonal urgency. "Reg only does a certain number of jobs per month — spring slots go fast." Creates real scarcity (Reg actually does have limited capacity) and a deadline to act.
Once you have 100+ leads in GHL (submitted forms), upload that list to Meta as a custom audience and create a 1% lookalike. Meta finds people across Ontario who "look like" the people who already requested estimates. This outperforms interest targeting over time.
Upload past customer emails from GHL. Meta matches these to Facebook profiles and finds similar people. This is the highest-quality lookalike because it's based on people who actually bought — not just people who clicked. Build this when you have 50+ past customer emails.
Scale methodically — only increase budget when the current level is consistently producing qualified leads at or under the target CPL. Never increase a losing ad set.
| Budget | Monthly Spend | Est. Leads | Estimates (40-60%) | Jobs Closed (25-40%) | Est. Revenue | ROAS |
|---|---|---|---|---|---|---|
| $5/day | $150/mo | 8–15 | 3–9 | 1–3 | $10K–$30K | 67:1 – 200:1 |
| $10/day | $300/mo | 15–30 | 6–18 | 2–5 | $20K–$60K | 67:1 – 200:1 |
| $20/day | $600/mo | 30–50 | 12–30 | 3–8 | $40K–$100K+ | 67:1 – 167:1 |
| $30/day | $900/mo | 45–70 | 18–42 | 5–12 | $60K–$150K+ | 67:1 – 167:1 |
Complete these in order. Don't launch until Steps 1–10 are done. Steps 11–12 are Reg's personal responsibilities.
The copy carries the weight. Real photos add authenticity and improve performance — but they're not required to launch. Start with text-overlay ads and replace with real photos as they come in.
Phone camera is fine. What matters: the "after" should look clean and professional. Capture the full window frame, door installation, or siding panel — not just a close-up. If possible, include the house exterior for context.
The most trust-building asset in the entire system. Reg standing at a home, measuring, or talking to a homeowner. Real, candid, not staged. This goes on Ad 3 (Trust angle) and builds massive credibility.
This is Month 2+ priority. Reg stands in front of a job site or his truck and talks naturally: "I'm Reg Piquette from Quality Contracting. Been replacing windows and doors in Northern Ontario for 30 years. If your windows are drafty and your hydro bill is high, give me a call — I'll come out and take a look for free." That's it. No script, no production.
For branded ad creatives. If no logo file exists, a text-based wordmark works fine.
Text-overlay creative works well for home service lead form ads. The copy is strong enough to carry the weight.
Use a high-quality free stock photo of a North American home exterior (Unsplash, Pexels). Overlay with a semi-transparent dark panel at the bottom. Add bold text on top of the panel.