Meta Ad Campaign Blueprint

Section 01

Campaign Structure

Build your Meta account in this exact structure. One campaign per objective — don't combine.

Level	Name	Purpose
Campaign	Leads — [Your Business]	Objective: Leads. All lead gen runs here.
Ad Set 1	Broad — [Your City]	No interest targeting. Let Meta find your buyer. 25-mile radius around your service area.
Ad Set 2	Interest — Homeowners	Layered interests: homeowners, home improvement, recently moved. Same geo.
Ad Set 3	Retargeting — Website	Anyone who visited your site in last 30 days. Separate creative with stronger CTA.
Ads	3 per ad set minimum	1 video hook A / 1 video hook B / 1 testimonial or proof ad. Rotate weekly.

Rule

Never run more than one campaign objective at a time when starting. Leads first. Awareness after you have proof it works.

Section 02

Targeting Recommendations

Geographic Targeting

Start with a 25-mile radius around your primary service area. If you serve multiple cities, stack them — don't use one giant radius that includes areas you can't serve fast.

Age & Gender

Homeowners: 30–65, All genders. Narrow to 35–55 if your job ticket is $1K+.
Commercial: 28–55, All genders. Layer with job title targeting (business owner, property manager, facility manager).

Broad vs. Interest

Run broad (no interests) as your primary ad set — Meta's algorithm finds your buyer faster than manual interest stacking in most service markets. Use interest targeting as a secondary test only.

Audience Size Target

100,000 – 500,000 per ad set. Below 100K = too narrow, costs spike. Above 1M = algorithm takes too long to learn your buyer.

Lookalike Audiences (add after 30 days)

Once you have 50+ leads: create a 1% lookalike of your lead list. This is your best-performing audience after the algorithm has data.

Section 03

Budget Pacing

Start lean. Prove it works. Then scale. Never scale a losing campaign — only scale a profitable one.

Ad Set 1 — Broad 50%

Ad Set 2 — Interest 30%

Ad Set 3 — Retargeting 20%

Daily Budget Starting Point

Phase	Daily Budget	When to move up
Learning phase	$20–$30/day	Run 7–10 days before judging results. Meta needs 50 events to exit learning.
Proving phase	$30–$60/day	Move up when CPL (cost per lead) is below your target and you're closing >20% of leads.
Scaling phase	$60–$150/day	Increase budget by max 20% every 3–5 days to avoid resetting the algorithm.

Budget Rule

Never increase budget more than 20% in a single change. Larger jumps reset the learning phase and you lose all algorithm optimization data.

Section 04

Launch Sequence

1

Set up your Meta Business Manager & Ad Account

Business Manager → create Ad Account → connect your Facebook Page → install the Meta Pixel on your website. Verify domain ownership.
Day 1 — 2 hours
2

Build your lead form or landing page

Native Meta Lead Form (fast, low friction) OR your landing page with a clear CTA and phone number. Test both. Native forms typically convert higher on mobile.
Day 1–2
3

Film and upload your first 3 video ads

Use your 5 custom scripts (Deliverable 3). Film on your phone — vertical, 9:16, 30–60 seconds. Hook in first 3 seconds. Don't over-produce. Authenticity converts in home services.
Day 2–4
4

Build campaigns per Section 01 structure

1 campaign → 3 ad sets → 3 ads per ad set. Set daily budgets per Section 03. Schedule to start Monday morning (algo gets full week of data).
Day 4–5
5

Go live — monitor daily for first 7 days

Check: CPM, CTR, CPL every morning. Don't touch anything for 7 days unless spend is wildly off. Let Meta learn. Kill ads with zero clicks after $15 spend.
Days 5–12
6

Week 2 review — cut, keep, scale

Kill bottom 30% of ads by CPL. Duplicate winners with budget increase of 20%. Introduce 1–2 new creative variations. Add retargeting ad set now that pixel has data.
Day 12–14

Section 05

KPIs to Track Weekly

These are the numbers that actually matter. Ignore vanity metrics (likes, reach, impressions).

CPM (Cost per 1K impressions)

Under $30

Above $50 = audience too narrow or creative not resonating

CTR (Click-through rate)

Above 1.5%

Below 1% = hook isn't working. Test a new first 3 seconds.

CPL (Cost per lead)

Under $40

Target varies by ticket size. $1K ticket = $40 CPL max to stay profitable at 20% close.

Lead-to-Booked Rate

Above 30%

Speed-to-lead is everything. Call within 5 minutes. Use your Sales Call Playbook.

Close Rate

Above 20%

Below 20% = pricing, offer, or follow-up issue — not an ads issue.

ROAS (Return on ad spend)

3x minimum

$1 in → $3 out before scaling. Target 5x+ at full scale.

The Only Metric That Matters

Cost per booked job. Work backwards: if your average job is $2,000 and you close 25% of leads, you can afford $500 per lead and still break even. Know your number before you set your budget.

Section 06

Creative Rules for Home Services

Rule	Why it matters
Hook in first 3 seconds	80% of people scroll past in 2–3 seconds. Your first line is everything. Use your custom scripts — they're built for this.
Film vertical (9:16)	90%+ of Meta ad traffic is mobile. Horizontal video loses screen real estate and gets smaller thumbnails.
Show your truck, uniform, job site	Authenticity signals trust. A guy in a shirt on a job site converts better than a polished studio shoot in home services.
One offer per ad	Don't mention multiple services. One ad, one offer, one CTA. Confusion kills conversion.
Add captions	85% of video is watched on mute. No captions = no message. Use CapCut auto-captions.
Refresh creative every 3–4 weeks	Ad fatigue kills performance. Rotate new hooks, new scripts. Your Spark Vault has 300+ swipes to pull from.