Structuring a Meta Ads lead generation campaign
How many campaigns, ad sets and ads you actually need to generate leads on a small budget, without breaking the learning phase.
Read the articleRESOURCES · LOCAL ACQUISITION
Useful analysis before you spend more on acquisition.
Meta Ads, qualification, follow-up and measurement: practical content for service businesses that want to turn more enquiries into real opportunities.
Which offer to run when you sell a high-ticket service
Free quote, price catalog, calculator, on-site consultation or free study: what each offer really attracts, its pitfalls, and how to choose.
Read the articleFacebook Ads for gate and fence installers: sell the install, not the part
On Facebook, a gate on its own attracts price shoppers. How to target full projects, gate, fence, motorization, and filter out supply-only requests.
Read the articleCalling Back a Facebook Lead Fast: The Delay That Changes Everything
A Facebook form doesn't wait. Why the first minutes matter, how to organize callbacks when you're on a job site, and what to do when you can't call back right away.
Read the articleChoosing a Facebook Ads agency: the questions to ask before you sign
Eight concrete questions to tell apart Facebook Ads agencies that all sound identical on paper, and the answers that should worry you.
Read the articleFacebook Ads for Heat Pump Installers: Filtering Real Projects From Subsidy Hunters
Why heat pumps generate more dead-end leads on Facebook than any other trade, and how to qualify upfront so only real projects reach your phone.
Read the articleLower Your Cost Per Lead: The Levers That Actually Work
A falling CPL can hide rotten leads. The levers that genuinely lower your cost per qualified lead, ranked by impact and by the real effort each one takes.
Read the articleFacebook Ads for Landscaping Companies: Attract Design-Build Projects, Not Lawn Mowing Requests
Mowing or garden creation, two clients with opposite budgets. How a landscaping company frames Meta campaigns to attract design-build projects, not maintenance calls.
Read the articleFacebook ads for training providers: how to fill your cohorts
A certified training provider does not have an awareness problem, it has a fixed-date cohort problem. What that changes for Facebook ads, funding included.
Read the articleLocal business digital marketing: complete strategy
Google profile, reviews, website, ads, lead follow-up: how these building blocks fit together for a local business, and the order in which to build them.
Read the articleFacebook Ads for Kitchen and Bathroom Installers
Kitchen and bathroom buyers compare you with big-box stores. How to stand out on Facebook and Instagram, qualify budget and timing, and book the appointment.
Read the articleMeta Conversions API for Local Businesses
The Meta Conversions API sends ads what the pixel can't see, including the signed client. When it's worth it for a small business, and when it's too early.
Read the articleFacebook Ads for Roofers: Win Full Roof Jobs
An urgent leak and a full roof replacement bring different clients and need different ads. How roofers set up Meta campaigns and stop paying for small repairs.
Read the articleLocal Business Website Conversion: 7-Point Diagnostic
Your website gets visitors but almost no quote requests? Seven points to check, from your message to your follow-up, to find where prospects drop off.
Read the articleMeta Lookalike Audiences: Source and Percentage
Meta lookalike audiences for a local business: pick the right source and percentage, understand the Advantage+ effect, and know when to skip them.
Read the articleROAS for a local business: real calculation, target
The ROAS Meta reports is wrong whenever a sale takes months. Here is how to calculate it on signed jobs and set a target based on your own margin.
Read the articleMeta Ads Creative Testing: Test and Scale Method
A practical Meta Ads creative testing method: separate testing from scaling, read hook rate and outbound CTR, and promote winning ads without wasting budget.
Read the articlePool Builder Lead Qualification and CRM Pipeline
The complete sales qualification and CRM pipeline system for custom pool contractors: lot accessibility screening, phone discovery scripts, and automated nurturing.
Read the articleMeta Ads for Sunrooms and Bioclimatic Pergolas
The complete Meta Ads acquisition blueprint for custom sunroom and pergola installers: owner filtering, multi-step qualification funnels, and high-ticket local B2C…
Read the articleFacebook Ads pricing: agency, freelancer or platform
Three quotes for the same service, three prices with nothing in common. Here are the pricing models on the market and how to choose one without regrets.
Read the articleFinding Clients as a Tradesperson: Channels That Work
Word of mouth, Google reviews, lead platforms, referral partners, Google Ads, Meta Ads: what each channel really costs a tradesperson, and where to start.
Read the articleFacebook Ads for Carpenters: Attract Real Projects
Carpenters who try online advertising mostly collect price-per-metre questions. Here is how to frame campaigns so they bring in genuine joinery projects.
Read the articlePool Builder Lead Generation: A High-Ticket Funnel
Stop wasting hours on tire-kickers and low-budget inquiries. Discover the high-ticket acquisition funnel engineered specifically for custom pool contractors.
Read the articleRetargeting: a sequence for visitors who leave
Almost every paid visitor leaves without contacting you. Here is how to build a retargeting sequence on Meta and Google that answers objections instead of repeating.
Read the articleMeta Ads Local Targeting: Advantage+ vs Manual
Advantage+ Audience or manual targeting on Facebook Ads? A tactical guide for custom builders, pool contractors, and wedding photographers: radius control, demographic…
Read the articleMeta Instant Form vs. Landing Page: How to Choose
Facebook instant form or dedicated landing page? A comparison for high-ticket local services, with a decision matrix by trade and a method for filtering.
Read the articleFacebook Ads for Building Trades: Win Real Projects
Why Facebook ads mostly attract people hunting for a price, and how a building trades business can set them up to bring in real projects worth quoting.
Read the articleFacebook Instant Forms: The Settings That Filter Your Leads
A default instant form attracts browsers. Here are the settings that lower the number of enquiries and raise the share of real projects, field by field.
Read the articleWhat Does a Lead Actually Cost? 2026 Benchmarks by Industry
Typical 2026 cost-per-lead ranges for home improvement, pools, photography and trades on the French market, plus how to work out your own ceiling.
Read the articleMarketing automation: what to automate first
Automating is easy, choosing what to automate is not. A method to rank tasks by payoff, five automations to start with, and the work that should stay human.
Read the articleLead nurturing: turning prospects into clients
Most leads do not buy on day one. A concrete follow-up method: response speed, value-led sequences, sensible automation and the three numbers to track.
Read the articleGoogle Business Profile: complete local search guide
How Google really ranks local results, the four levers that actually move a profile, and a twenty minute weekly routine to keep it alive.
Read the articleMeta Ads vs Google Ads: Which Should You Choose?
Google Ads captures existing demand, Meta Ads creates it. A concrete method to pick the right channel for your budget, sales cycle and customer value.
Read the articleThe Meta Ad Library: what it tells you
The Meta Ad Library is public and free. Here is what it really shows, what it never shows, and how to use it before you spend anything on ads.
Read the articleMeta creative enhancements: what they change
Meta edits your images and copy through Advantage+ without telling you. Here is what those settings do, how to see them, and which ones to switch off.
Read the articleMeta Ads targeting: what was removed, and what to do instead
Meta has stripped out much of its detailed targeting since 2022. Here is what no longer exists, why it went, and how to reach the right audience today.
Read the articleInstagram Ads for Wedding Photographers: Get Booked
A practical Instagram ads playbook for wedding photographers: campaign structure, creatives that stop the scroll, lead handling and how to measure cost per booked…
Read the articleWhen Should Wedding Photographers Run Meta Ads?
Weddings happen in summer, but bookings are decided months earlier. Learn how to time Facebook and Instagram ads to fill next year's wedding calendar.
Read the articleHow Much Should You Budget for Meta Ads Lead Generation?
Set a Meta Ads budget from your margins and close rate, then judge it by qualified enquiries and sales rather than clicks alone.
Read the articleMeta Ads for Local Services: Qualified Enquiries
A practical system for turning Facebook and Instagram ads into workable local enquiries, from geographic targeting to sales follow-up.
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