Book a Discovery Call

Service Performance Marketing

Customers,not clicks.

Meta and Google campaigns managed against the numbers that pay your bills: booked appointments, qualified opportunities and closed sales.

Request a Marketing Review Why cheap leads cost more
  • Meta Ads
  • Google Ads
  • Lead generation
  • Creative
  • Tracking to the sale
  • AI lead follow-up

01 The problem with cost per lead

Cheap leads are expensive.

Ad platforms find exactly what you ask for. Ask for the lowest cost per lead and they’ll find people who fill in forms, not people who buy. We set up campaigns and tracking so the algorithms optimize toward booked appointments and sales instead.

Illustrative example: two campaigns, same budget. Not client data.

Illustrative comparison of Campaign A, optimized for cost per lead, and Campaign B, optimized for booked appointments.
MetricCampaign ACampaign B
Ad spend$10,000$10,000
Leads400220
Cost per leadA looks better here. Most reports stop here.$25$45
Qualified leads60110
Booked appointments2455
Cost per appointment$417$182
Sales616
Cost per saleB wins where it counts.$1,667$625

02 Platforms

Two platforms. One scoreboard.

Meta

Facebook · Instagram · Demand creation

Reaches buyers before they start searching. Wins on creative, audience strategy and a strong offer.

  • Prospecting and retargeting structure
  • Instant forms vs. landing pages, chosen per offer
  • Structured creative testing, not random ad swaps
  • Conversions API with CRM outcomes

Google

Search · Performance Max · Demand capture

Catches buyers at the moment they look for what you sell. Wins on intent, structure and tight spend control.

  • Intent-based keyword structure and negative lists
  • Performance Max with clean conversion signals
  • Local Services Ads where available for your category
  • Offline conversion imports from your CRM

03 What we do

The whole system, not just the ads.

Campaign settings are a small part of performance. Offer, creative, landing pages, tracking and what happens after the click decide most of the outcome, so we take responsibility for all of it.

CapabilityWhat it meansWhat you get
01Strategy & offerWho to target, what to say, which offer gets a serious buyer to raise their hand.Channel plan, audiences, offer and budget allocation
02Lead generationCampaigns built for qualified inquiries: lead forms, landing pages, calls and booked meetings.Always-on campaigns with clear targets
03Creative strategy & productionAngles, hooks and formats, produced and tested in structured rounds instead of one-off ads.Static, video and carousel creative, refreshed on a cadence
04Landing pages & conversion ratePages and forms that pre-qualify, load fast and ask the right questions.Higher-quality leads per visitor
05Conversion tracking to saleServer-side events, offline conversion imports and CRM stage mapping.Ad platforms that learn from real outcomes
06Lead-quality analysisWe follow leads through your pipeline by campaign, audience and creative.Spend moved toward what actually closes
07Optimization & reportingWeekly adjustments to bids, budgets, audiences and creative, with a monthly review.One report, in revenue terms

04 Creative

Creative is the new targeting.

Platforms now decide who sees your ad largely based on the ad itself. So we treat creative as a system: clear angles, multiple formats, tested in rounds, with winners scaled and losers cut quickly.

  • Angles Problem, proof and offer, each written for a specific buyer.
  • Formats Static, short-form video and carousel, sized for every placement.
  • Cadence New concepts on a schedule, so performance doesn’t fade with ad fatigue.
A · Problem · 4:5

Your rooftop units are 15 years old.

Here’s what waiting another summer really costs.

Get a site assessment
B · Proof · 9:16

“Walk the roof with our lead tech.”

45-second site walkthrough

C · Offer · 1:1

Free commercial
HVAC assessment

Written report within a week

Book a time
Example concept board for a fictional HVAC company. Illustrates structure, not real ads.

05 Measurement

Tracking all the way to the sale.

Most accounts stop measuring at the form fill. We connect your CRM back to Meta and Google, so the platforms learn which clicks turn into appointments and revenue, and spend more where it pays.

  1. 01Ad click
  2. 02Landing page
  3. 03Lead
  4. 04Follow-up
  5. 05Appointment
  6. 06Sale in CRM

Outcomes sent back to the ad platforms: qualified, booked, won

  • Meta Conversions API
  • Google Ads offline conversions & enhanced conversions
  • CRM pipeline stage mapping
  • Call tracking where calls matter
  • Clean source and UTM data
  • Consent-aware tracking setup

06 Better together

Ads bring the lead. AI makes sure it’s worked.

Performance Marketing stands on its own. But the moment a lead arrives, the clock starts. Pair it with our AI Lead Conversion Agent and every lead is contacted within seconds, qualified and booked, and those outcomes flow straight back into the campaigns.

Meet the Lead Conversion Agent
MomentAds onlyAds + Lead Agent
First responseWhen someone is freeWithin seconds
Evening & weekend leadsWait until MondayWorked immediately
Follow-upOne or two attemptsUntil they reply or opt out
Appointment bookingPhone tagBooked in the conversation
Signal back to the adsForm fillsBooked appointments and sales

07 Fit

Honest about who this is for.

A strong fit if you

  • Sell services or products where one customer is worth a meaningful amount
  • Have a sales team or process that can handle more appointments
  • Can commit a consistent monthly ad budget for long enough to learn
  • Are willing to share what happens to leads after they arrive

Probably not a fit if you

  • Want the lowest possible cost per lead, whatever the quality
  • Have no capacity to follow up on more leads (yet)
  • Need results from a two-week test
  1. 01Marketing reviewWe look at your accounts, tracking, offer and sales data.
  2. 02PlanChannels, budget, creative angles and the targets we'll manage against.
  3. 03LaunchTracking first, then campaigns, creative and landing pages.
  4. 04OptimizeWeekly adjustments, monthly review in revenue terms.

08 Questions

Fair questions.

Request a Marketing Review
What budget do I need?
It depends on your market, average deal size and goals. In the marketing review we look at your numbers and tell you what a realistic test budget is, or whether paid ads are the right lever at all.
Do you guarantee results?
No. Anyone who guarantees ad results without knowing your market, offer and sales process is guessing. We commit to a clear plan, transparent reporting and fast iteration, and we tell you early if something isn't working.
Who owns the ad accounts and data?
You do. Campaigns run in your own Meta and Google accounts, and tracking data stays in your systems. If we stop working together, everything stays with you.
Do you also produce the creative?
Yes. Creative strategy and production are part of the service: static images, short-form video edits and carousels. If you have in-house creative, we work with your team.
How is this different from AI Teams?
Performance Marketing grows revenue by bringing in more qualified buyers. AI Teams lower operating costs by taking over repetitive work. Each stands on its own. Combined, the Lead Conversion Agent makes sure every lead the ads generate is worked immediately.

Next step

Find out what your ads
should be producing.

Request a marketing review. We'll look at your accounts, tracking and lead handling, and tell you plainly where the money is going and what we'd change.

Request a Marketing Review Explore AI Teams