Facebook Ads Campaign - 1-Shot Plan
Prospect: Handyman Superior LLC, Jackson MS Status: PLANNED - awaiting close + DeMario billing setup Owner on execution: Manus runs the ads, Alex provides creative + targeting brief Estimated time once unblocked: 2 hours setup, then ongoing weekly optimisation
Why this is the bridge
GBP and SEO take 4-6 weeks to start producing leads. Facebook ads produce leads from week 1. The whole pipeline stress-test depends on the ads starting fast so DeMario sees results before he loses patience. $500/mo is the floor that produces enough volume to learn what works without burning the budget on experiments.
Budget + structure
| Setting | Value |
|---|---|
| Monthly budget | $500 |
| Daily budget | $16.67 |
| Bid strategy | Lowest cost (no manual cap initially) |
| Optimisation goal | Lead form submissions |
| Attribution window | 7-day click + 1-day view |
| Account | DeMario's Business Manager (his billing card) |
| Pixel | New pixel installed on handymansuperior.com Day 1 |
Audience targeting (2 audiences, A/B test)
Audience 1 - Property Managers (highest LTV)
| Filter | Value |
|---|---|
| Location | 25-mile radius from Jackson MS center, plus 9 service area cities |
| Age | 35-65 |
| Job titles | Property Manager, Property Owner, Real Estate Investor, Landlord, Apartment Manager |
| Interests | Property management, Real estate investing, Rental properties, Landlord groups, Apartment management |
| Behaviours | Small business owners, B2B decision makers |
| Estimated audience size | 8K-15K |
Audience 2 - Homeowners
| Filter | Value |
|---|---|
| Location | Same 25-mile radius + 9 cities |
| Age | 35-70 |
| Household income | Top 50% (filters out Section 8 tier) |
| Interests | Home improvement, Home renovation, DIY, This Old House, HGTV, Lowe's, Home Depot |
| Behaviours | Likely to move (next 6mo), Recently moved, Homeowners |
| Estimated audience size | 25K-50K |
Split: 60% budget to Property Managers (smaller audience, higher LTV), 40% to Homeowners (volume).
Ad creative concepts (3 to launch, kill the worst after week 2)
Creative 1 - Make-Ready Story (Property Manager audience)
Headline: Property Managers in Jackson - Need a Reliable Make-Ready Crew?
Body: 25+ years of trade experience under one roof. Paint, drywall, flooring, electrical, plumbing - one crew, one call, one invoice. 7-day turnaround on standard make-readies. Insured, fast, fair pricing.
DeMario at Handyman Superior takes the make-ready headache off your plate so you can fill units faster.
CTA button: Get a Quote (lead form, not link)
Image direction: Before/after split of a unit make-ready (DeMario provides photos)
Lead form fields: Name, Phone, Property type, Number of units, Urgency
Creative 2 - 25 Years Hook (broad)
Headline: 25 Years Fixing What Other Handymen Won't Touch
Body: DeMario at Handyman Superior brings 25+ years of trade experience to Jackson MS homes and rental properties. Painting, drywall, flooring, electrical, plumbing - 8 services, one phone call, fast response.
Fair pricing. No upsells. Insured.
CTA button: Get a Quote
Image direction: DeMario on a job site with tools (he provides headshot or action shot)
Creative 3 - Pain hook (Homeowner audience)
Headline: Tired of Handymen Who Don't Show Up?
Body: DeMario answers his phone. He shows up when he says he will. He fixes it right the first time. 25+ years of trade experience in Jackson MS - paint, drywall, flooring, electrical, plumbing.
Insured. Fair pricing. Real reviews from real customers.
CTA button: Get a Quote
Image direction: Before/after of a repair job, or a clean professional photo of DeMario
Tracking + Pixel
- Install Facebook Pixel on handymansuperior.com Day 1 (after DNS cutover)
- Standard events: PageView, ViewContent (service pages), Lead (form submission), Contact (phone call click)
- Conversions API setup for iOS 14.5+ accuracy
- All form submissions also fire to GHL via webhook (already in the GHL plan)
Reporting cadence
| When | What | Owner |
|---|---|---|
| Daily (week 1-2) | Spend pacing, frequency, CTR check | Manus |
| Weekly (week 3+) | Full performance review, audience pause/scale, creative refresh | Manus + Alex |
| Monthly | Performance report to DeMario with cost-per-lead, leads delivered, attribution | Alex |
What we need from DeMario
- Facebook Business Manager access (or we create one for him)
- Credit card on the ad account ($500/mo billed monthly)
- 3-5 photos for ad creative (before/after, team, vehicle, completed work)
- Phone number for the lead form notifications (same as GHL)
- Decision: does he want a video ad too in month 2 (we can shoot a 30-sec script for him to film on his phone)?
What we need from the Fathom call
- His honest answer on whether $500/mo is sustainable for him long-term (if not, we adjust to $300 or wait until first leads land)
- Whether he has any existing FB Business Manager / ad account (some tradesmen have an old one from 2019)
- His comfort with answering Facebook Messenger / Instagram DMs (some leads will come via DM not form)
- Whether he wants to be the face of the ads (DeMario in the photos) or stay anonymous (just the brand + work)
- Negative experiences with past ad agencies (so we know what to avoid framing-wise)
Day 1 Execution Sequence
- Create / claim Business Manager + ad account under DeMario's billing
- Install pixel on handymansuperior.com
- Build 3 creative variants in Ads Manager
- Set up 2 ad sets (Property Managers, Homeowners) with split budget
- Launch in learning phase
- Daily monitoring for first 2 weeks
- First creative refresh after week 2 based on which variant wins
Expected results
| Period | Leads / month (estimate) | Cost per lead | Notes |
|---|---|---|---|
| Month 1 (learning) | 8-15 | $40-60 | Higher CPL during Facebook learning phase |
| Month 2 | 15-25 | $25-35 | Audience optimised, creative refreshed |
| Month 3+ | 25-40 | $15-25 | Steady state if creative is refreshed monthly |
Lead-to-job close rate target: 30-40% (industry standard for handyman). Avg job value: $500-2000. So $500/mo ad spend at 25 leads at 35% close at $1000 avg = $8.7K monthly revenue from FB alone.
Notes for Tomas on the call
The number to anchor on: "$500/month, you should see 8-15 calls in the first month, scaling to 25+ by month 2-3. One job covers the ad budget. Two jobs and you're profitable. We've never had a handyman client not break even on $500 ad spend in the first 30 days."
Don't quote specific lead counts as a guarantee - frame as expectations from comparable clients.