01Wants an outcome, not your category
What the campaign says
Show the result and the moment it matters
Where it goes
Offer page or instant form
What we optimize for
Qualified inquiry
01Facebook & Instagram Advertising
Customers who weren’t looking for you yet
We build Meta campaigns that create demand, qualify it before it reaches your team, and scale only when the numbers hold.
Management from $1,000 / monthMeta ad spend: $1,500 / month minimumCampaign setup and first creative batch included
For lead generation and ecommerce businessesB
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Get a quote ↗Why MetaSearch finds you. Meta finds them.
02Why Meta
Search finds you. Meta finds them.
Search advertising collects demand that already exists. Meta reaches people before they start looking, which means the creative has to do the work a keyword does on Google.
| Search advertising | Meta advertising | |
|---|---|---|
| Demand | Already exists. You compete for it. | Created by the offer and the creative. |
| Timing | The customer decides when. | You decide when, and how often. |
| Ceiling | Limited by how many people search. | Audience size and how fast you can produce new creative. |
| What fails first | Irrelevant search terms. | A message that attracts the wrong person. |
| Where this works best | What makes it work |
|---|---|
| Local services | Repeat or seasonal demand. |
| Considered purchases | People research before buying. |
| Ecommerce | A catalog and room in the margin. |
Where Meta Does Not Work
Meta is the wrong channel for three kinds of business.
- Narrow B2B
A few dozen named target accounts.
- Slow follow-up
A team that cannot answer an inquiry the same day.
- Price-only offers
An offer that competes on nothing but the lowest price.
Most accounts eventually need both channels. This page covers the second.
03Case 01 / Client Name Under NDA
Real Estate Brokerage
The brokerage doubted Meta could bring real buyers and sellers. We replaced listing ads with four intent-based funnels and rebuilt lead handling. Eight months, budget up 4×, cost per lead down.
$3K → $12KMonthly Ad Spend4× in eight months
$41 → $28Blended Cost per Lead$14–$41 by campaign
5% → 18%Lead to Scheduled Appointment
$820 → $156Cost per Scheduled Appointment
≈ $327Modeled Cost per Signed ClientAcross the period
M1 · baseline$41M1−5% vs M1$39M2−12% vs M1$36M3−20% vs M1$33M4−24% vs M1$31M5−27% vs M1$30M6−29% vs M1$29M7−32% vs M1$28M8
−32%
M1 · baseline73M1+26% vs M192M2+71% vs M1125M3+137% vs M1173M4+218% vs M1232M5+297% vs M1290M6+386% vs M1355M7+488% vs M1429M8
+488%
One AudienceHousing is a restricted category.
Targeting could not carry the qualification. The offer, the creative, the form and the CRM had to do it instead.
- Funnel 01
Relocation
Cost-of-living comparisons, neighborhood guides, choosing a home remotely, financing and document preparation, realistic moving timelines.
- Funnel 02
Buyers
What budget the market actually requires, which areas match the criteria, how to prepare for financing, what happens after the first consultation.
- Funnel 03
Sellers
Property valuation, pre-sale preparation, the selling timeline to expect, the marketing plan, a consultation before going to market.
- Funnel 04
Service professionals
A dedicated program for first responders, healthcare, military and teachers, with real eligibility rules and a qualification step before the first call.
One Response System, Under All FourThe real bottleneck was response time.< 5 min human first response$14–$41 cost per lead by campaign
- An automated reply inside the first minute
- An assigned owner for every inquiry
- Booking links
- Reminders
- No-show follow-up
- Reactivation of old leads
Advertising produced the demand. The system decided how much of it survived.
A lead could wait up to 24 hours while competitors answered first. We added an automated reply inside the first minute, an assigned owner for every inquiry, booking links, reminders, no-show follow-up and reactivation of old leads. The client expanded the team and built a dedicated sales function to hold the volume.
< 5 minHuman First ResponseFrom up to 24 hours
95%Contact RateAcross inbound leads
85.5%Appointment Show Rate
40%Appointments Booked with Automation
Eight-month totals: $55,000 media spend, 1,769 leads, $31.09 blended cost per lead, 245 scheduled appointments, approximately 210 held. Cost per qualified lead is estimated and the signed-client figure is modeled from recorded conversion rates. Method and limitations: Terms.
04Campaign Architecture
We advertise intentions, not products.
One audience contains several buying situations. Each needs its own promise, its own destination and its own conversion goal. That is decided before anything is launched.
| The customer situation | What the campaign says | Where it goes | What we optimize for |
|---|---|---|---|
| Wants an outcome, not your category | Show the result and the moment it matters | Offer page or instant form | Qualified inquiry |
| Comparing two or three providers | Process, proof and what happens next | Long-form service page | Form submission after scroll |
| Ready now, needs a price | A specific offer and a short path | Instant form with qualifying questions | Lead, then booked job |
| Knows you, did not act | A reason to come back now | The page they already viewed | Return conversion |
| Already bought | The next service or the referral | Catalog or offer page | Repeat purchase |
Separate situations mean separate messages. Which is a creative problem before it is a media problem.
05Creative Strategy
Different categories. Different proof.
A concept has to answer the question that category actually raises. The interface is the same in every feed. What has to change is the promise, the evidence and the next step.
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Explore the streets, local spots and homes before choosing what to tour.
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See the room-by-room checklist before requesting your quote.
BRIGHTHOMECLEANING.COMWhat a deep clean includes.
View checklist ↗- 01 / Moving
New address. Same favorite chair.
Care for familiar things. Not another stress-free promise with a crew giving thumbs up.
- 02 / Real Estate
Start with the neighborhood.
A useful first step. For someone not yet ready to request a tour. Area facts only where they are verified.
- 03 / Home Services
What a deep clean includes.
Show the scope. Window tracks, behind the appliance, the faucet. What the money buys, not a free weekend.
Illustrative concepts, not client campaigns. Example brand names are fictional; imagery is AI-generated.
06Creative Production
On Meta, the creative is the media buying.
Production volume is agreed in writing, not left to goodwill. You know how many assets you get each month and what an extra one costs.
What a deep clean includes.View checklist ↗
The square crop holds the promise and the button in one view.
What a deep clean includes.View checklist ↗
Taller in the feed, same first line, same next step.
What a deep clean includes.View checklist ↗
Full-height vertical. Captions carry the message with the sound off.
What a deep clean includes.View checklist ↗
Full-bleed, with the headline and the action inside the safe area.
The dashed rule marks the central safe area; every placement is previewed before launch.
Illustrative concept. Not a client campaign.
| Tier | Up to, per month |
|---|---|
| Core | 3 videos and 10 statics, built for one campaign group. |
| Growth | 6 videos and 20 statics across parallel funnels or a catalog. |
| Scale | 12 videos and 40 statics across multiple markets or catalogs. |
You film to our brief.
Shot list, scenes, lighting notes and references. Usually the fastest and the most authentic.
We produce it.
A separate quote for the shoot, crew, talent and location. Not part of the monthly fee.
We generate it.
AI scenes for concepts that do not require your real premises or your team on camera.
$250Per Additional Video
$75Per Additional Static
Extra creative is approved before production, never added silently. Shoots, actors, creators, music and stock licenses are quoted separately. Every asset is briefed against a hypothesis: a test that changes five things answers nothing.
07Reels & Video
Every second has a job.
Two categories, two different jobs for the camera. One reduces the unknown before a first appointment. The other proves a product claim in a single take. Both are scripted before anything is filmed.
Meet your dentist before your visit.Meet the Team ↗
- 00–03 / Open
The door opens. She introduces herself by name.
- 03–08 / Show
A walk through the room where the first appointment happens.
- 08–12 / Explain
What the first visit covers and how long it takes.
- 12–15 / Invite
Meet the team before you book.
Eye level, daylight, normal speech. No whitened stock smile and no promise about a medical outcome.
See what actually fits.See Inside ↗
- 00–03 / Open
Overhead shot. The open bag and the items beside it.
- 03–10 / Prove
Laptop, lunch and gym kit go in, one continuous take.
- 10–13 / Confirm
The zip closes and the packed bag is lifted.
- 13–15 / Invite
See inside, on the exact product page.
One take, no cuts. No magic transitions and no capacity the bag does not have. The action is the proof.
Vertical 9:16, key message in the central safe area, captions for sound-off viewing, every placement previewed before launch. Illustrative concepts: healthcare image is AI-generated; ecommerce frame: Surface / Unsplash.
08The Response Path
The click must continue the offer.
The easiest route to fill is not always the best source of customers. We choose the route your team can actually answer, then build the notification and the handoff around it.
Instant forms.
Highest volume, lowest friction. Needs qualifying questions and a reply within minutes, or the advantage is lost.
Website.
Fewer inquiries, higher intent. The page has to keep the promise the ad made, in the same words.
Messenger and Instagram Direct.
Conversational and strong for considered purchases. A chat is not yet a qualified customer.
Bright Home Cleaning / Instant Form Concept
Get your price today.
Tell us the size of your home and we will send a price today.
Size of your home ↓
Get quote ↗The form asks only what the team needs to answer.
Your team owns the reply. We configure the route, the notifications, the qualifying questions and the supported CRM handoff. Replies, calls and follow-up stay with your team or your automation. Inbox management is a separate service. If nobody can answer within minutes, we say so before launch and design the route around that reality.
Why we insist: in Case 01, moving first response from 24 hours to under five minutes took lead-to-appointment from 5% to 18% on the same traffic.
09Measurement
Which inquiries become customers?
We set up two signal paths for the same customer action, then feed the outcomes your team records back into optimization where Meta supports it.
Pixel and Conversions API
Browser and server events sent with a matching event name and ID so one action is not counted twice. Flow and deduplication verified in Events Manager before launch.
Your CRM or store records
Qualification, bookings and sales come from your system. Eligible customer outcomes are returned to Meta so campaigns optimize for the stage that matters, not the cheapest click.
Inquiry
A form, a message or a call.
Qualified
Right service, right area, real need.
Booked or sold
Your team confirms the next step happened.
Value confirmed
Your records confirm what it was worth.
Eligible customer outcomes → Meta optimization
Meta attribution is reported beside your CRM or store records and never added to them. Consent, signal and attribution limitations: Terms. Reliable numbers make the first ninety days a decision, not an opinion.
10Getting Started
Fourteen days to launch. Ninety days to a decision.
Setup is included in month one. We build a new account from the ground up, or review what should stay when you change agencies — and before launch we define a qualified inquiry and agree the cost targets.
Offer, audience and concepts
We map the buying situations, define a qualified inquiry with your team, audit existing footage and assets, develop the first creative concepts and write the tracking, page and form briefs.
Produce, configure, launch
We produce and approve the first creative batch, set up Business Manager, Pixel, Conversions API and available integrations, test the full inquiry path, resolve policy blockers and launch the agreed campaigns.
Launch
The agreed campaigns go live once the full inquiry path has been tested and any policy blockers are resolved.
A working account
Tracking tested, campaigns and the first creative batch live. You receive the launch checklist and the measurement baseline. The first report shows spend, inquiries, cost per inquiry and any gaps in the sales data.
Evidence from live creative
A test log covering hooks, concepts, formats, audiences and budget changes, with what each one answered. Lead quality is read alongside acquisition cost in an interim review before the renewal notice is due.
A documented next decision
Ninety-day cost, qualified demand and recorded bookings compared against the baseline. You receive a plan to expand, hold or rebuild, with the next creative priorities and a budget recommendation.
Every report is read against the baseline agreed before launch, not against a feeling. If volume or the sales cycle limits a conclusion, the report names the gap and the next test instead of declaring a winner. Launch timing requires payment, usable assets, access and timely approvals; Meta ad review, page or domain verification can affect when ads begin serving.
11Who Runs Your Account
Alex Yaremenko
Advertising Director at Point Higher. Senior Ads Specialist, 8+ years of experience.
Advertising Director / Point Higher
8+ years.Senior from day one.
Alex leads advertising strategy, campaign planning, media buying and performance measurement across Meta and Google. He starts with your business, audience and customer journey. His background in lead generation and go-to-market strategy shapes the campaign plan before a single ad is written.
Direct access to the working team
A shared messenger channel for questions and approvals, with concepts and briefs from our in-house creative team. Each month you receive a report on performance, completed work and the next decisions.
12Ecommerce — Available from Growth
Catalog, margin and the second purchase.
For a store, management has to connect the ad to the right product, the stock position and the order economics.
| Store discipline | What management covers |
|---|---|
| Feed and catalog | Product IDs, availability and pricing kept consistent between the store and the catalog, with exclusions for what you cannot ship. |
| Advantage+ and prospecting | Broad shopping campaigns tested against structured prospecting, with creative built for the categories that carry margin. |
| Retargeting and retention | Viewed, added to cart and past customers kept separate, so retargeting is not credited with purchases it did not cause. |
| Margin-aware goals | Targets set on contribution after discounts, returns and fulfillment, not on a headline ROAS that looks good in a screenshot. |
Catalog access
Catalog or feed access and a working store integration.
Product-level events
Product-level events firing correctly, or the development time to fix them.
Order economics
Margin, stock and returns data, even approximate, so targets mean something.
What We Do Not Promise
Attributed revenue is not profit.
No fixed ROAS: attributed revenue is reported as attribution, not as profit. Paid traffic does not repair a weak product page, a thin range or slow shipping. And there is no perfect attribution under consent restrictions and signal loss.
Lead generation or ecommerce, the packages work the same way.
13Management Options
Choose the scope your business needs.
Every package includes setup, creative production, ongoing optimization, monthly reporting and direct team access. Meta media starts at $1,500 per month and is paid separately to Meta.
Entry point: $2,500 / month all in — $1,000 management plus the $1,500 media minimum
Core
From$1,000USD / monthOne campaign group, one offer and market
- Up to 3 videos and 10 statics per month
- Lead generation. Ecommerce not included
- Pixel, Conversions API, form and site tracking
Typical media: $1.5K–$5K / moDiscuss Core
Growth
From$2,500USD / monthParallel funnels, several offers or markets
- Up to 6 videos and 20 statics per month
- Ecommerce with catalog and feed management
- CRM or offline outcome import where supported
Typical media: $5K–$20K / moDiscuss Growth
Scale
From$5,000USD / monthMultiple markets, complex catalogs, larger budgets
- Up to 12 videos and 40 statics per month
- Detailed budget allocation and incrementality checks
- An individually scoped engagement
Typical media: above $20K / moDiscuss Scale
Extra creative inside a month: $250 per video, $75 per static, approved in advance. Final scope and fee are confirmed before you commit. Media ranges guide planning and are not automatic tier changes.
14Scope Boundaries
What is included. What is separate.
Your package pays for the team running your advertising. External costs and development are separated before work begins, not discovered later.
Included in management
- Strategy and campaigns
- Funnel architecture, audiences, structure, launch and ongoing optimization.
- Creative production
- Concepts, scripts, editing and statics up to the agreed monthly volume.
- Measurement
- Pixel, Conversions API, events and supported integrations, checked and documented.
- Page and funnel briefs
- Recommendations and specifications for your site, form and follow-up.
- Communication
- Monthly reporting, a decision review and a direct messenger channel.
Paid separately
- Meta media budget
- From $1,500 per month, paid directly to Meta.
- Extra creative
- $250 per video and $75 per static beyond the agreed volume.
- Production expenses
- Shoots, actors, creators, music and stock licenses.
- Third-party services
- CRM, automation, call tracking and other subscriptions.
- All development
- Websites, landing pages and custom integration code.
- Organic social media
- Content, publishing and inbox management.
15Terms
The terms behind the work
01Scope and price
Management starts at $1,000 per month. Meta media starts at $1,500 per month and is separate. Your quote fixes the fee, creative quantities, formats, revisions, rights and payment schedule. Extras require approval: $250 per video, $75 per static. Shoots, licenses, tools, all development and organic social are separate.
02Three-month contract
The initial term is three months and renews automatically for another three unless you give notice at least one month before the current term ends. We schedule an interim review before that deadline. Final billing and cancellation conditions appear in the signed agreement.
03Launch readiness
The launch plan takes 14 calendar days once payment, access, usable assets and approvals are in place. Client delays move the schedule. Meta ad review, verification or restrictions can delay delivery. Standard tracking uses supported integrations; custom code is quoted separately.
04Your accounts and data
Your Business Manager, ad account, Pixel and accumulated data remain yours. Creative usage rights and handover are documented in the scope. You provide accurate offer information, lawful data and timely approvals. Your team handles inquiries, follow-up and customer outcomes. Client cases stay anonymous.
05Performance and eligibility
We do not guarantee lead counts, cost per lead or return. Regulated categories, including housing, employment, credit and healthcare, limit targeting, creative and the data that may pass through forms and tracking. Low volume and long sales cycles restrict conclusions. The Conversions API does not bypass consent or restore every signal. Platform attribution is compared with CRM records, never added to them.
06Case and image notes
Source: Point Higher project records, real estate, eight months. Chart values are rounded. Cost per qualified lead is estimated: 20–30% of inquiries were invalid or duplicated, which implies 1.25–1.43× the reported cost per lead. The signed-client figure is modeled from recorded conversion rates, not a verified agreement count. Revenue is under NDA. The engagement also included sales process and automation work. All ad examples are illustrative concepts across five categories, with AI-generated imagery except the ecommerce video frame (Surface / Unsplash). Brand names in the examples are fictional. Portrait supplied by Point Higher.
↗Your Next Step
Let’s plan your Meta campaigns.
Tell us what you sell, where you sell it and what a customer is worth. We recommend the campaign scope and the monthly plan, and confirm scope and fee before you commit.
01 / Your business
Offer, market and customer value. What you sell, to whom, and what a good customer is worth to you.
02 / Your media budget
From $1,500 per month. Paid to Meta and separate from the management fee.
03 / Your current setup
Account, assets and footage. A new launch or an existing account, and whatever video and photography you already have.