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Local services

Local Service Business

Campaign Objective

Generate qualified leads at a controlled acquisition cost.

01 / CONTEXT

The situation

Audience research first: demographics, location, problems, motivations, competitor positioning, and objections.

Funnel Stages

02 / STRUCTURE

Campaign structure

1

Audience research

Demographics, location, problems, motivations, competitor positioning, and objections.

2

Campaign 1 — cold lead generation

Problem-focused creative.

3

Campaign 2 — creative testing

Creative tests.

4

Campaign 3 — retargeting

People who interacted but did not submit a lead.

Lead form qualifying questions

Filtering out low-intent inquiries so spend delivers sales-ready prospects:

  • Service needed
  • Area
  • Timing
  • Approximate budget

03 / CREATIVE

Creative tests

Angles and creative formats tested systematically to find winning combinations before increasing budget:

01Short video
02Before/after
03Educational
04Testimonial
05Offer-based

04 / OPTIMIZATION

Optimization rules

  • Rule 1Judge by qualified leads, not total leads; ten strong-intent leads can beat twenty cheap ones.

Planning targets, not reported results

Planning targets

30-day framework

These numbers serve as planning models and pacing targets during setup, not guaranteed or historical client outcomes.

Budget$250 / 30 days
Impressions18,000-28,000
Leads25-45
Target CPL$5-10
KPICost per qualified lead
AlsoCTR, CPC, form completion rate

Key Strategic Takeaway

Key strategic takeaway

“Not more leads, but more of the right leads at a sustainable cost.”

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