u/Queasy_Bookkeeper_38

purely off Meta Leads one of my clients (he's in this subreddit, maybe he'll comment if he wants too) is clearly like $1,000/day easily. it's like every day at this point, and he's spending $45/day.

going to go over how to go about killing a campaign since i've talked a lot about how to start one.

things to understand before going into why/when you should kill a campaign:

1. how much are you willing to spend per lead?

questions to ask yourself, how much is your average job? how good are you at sales? how much liquid capital do you have to deploy into marketing?

2. how fast can you pump new creatives out?

ask yourself, how much time you want to dedicate to new creatives; can you be more efficient?

cool, so there's a term in marketing called "target cpl" this refers to how much you are willing to spend per lead, I aim for $15-$25. Now take your average close rate, mine is 40% roughly, that means that we need about 2.5 (3) leads to come through in order to see a sale.

You want to multiply your cost per lead, by whatever 100/(your close rate in percentage) in order to see how much it should cost statistically to acquire a customer, in my example this would be $37.5 - $62.5.

Cool, this seems kind of scary, but don't fear. So on average it'll take me anywhere between 40 and 60 dollars to get a new customer, divide this by the average job cost, let's just say for me it's $350, that means on average I should a ROI of 6 - 9x... hopefully your following!

You want to be on average, above a 4-5x to be healthy, that'll account for expenses... assuming! you're door knocking the day before and/or upselling at all.

Here's where the numbers get crazy

Assuming were closing jobs for $350, you upsell an additional $100, now your ROI is minimum 7.5x.

so now that that's all of the way, here's what you need to do, and what you can apply today, if your campaign is yielding leads 2.5 - 4x above your target cpl then kill it, simple; or if you're average roi is below a 4x, then kill it - at this threshold, your take home, minus upsells, and d2d at adjacent jobs is going to be very little.

do note that you want to be spamming creatives and giving it a healthy time to test, hence the question about how fast can you pump out creatives, expect to pump out at least 5 creatives for an ad set spending 30/day, letting it run for the week, and then eliminating winners, and continuing that cycle until you have about 5 ads in that set sharing $30 a day, at that point you can increase the budget by 20% per day every day

https://preview.redd.it/htrfvrqj9vih1.png?width=914&format=png&auto=webp&s=26daeb6947c1cfef0340d03b2f08fcde645da998

Hopefully this is helpful to any business that is running or wants to run any meta ads. Let's get into the sauce.

I've been stuck at a 30% close rate for the longest time running Meta Ads. Cost per lead has been super dialed in, and i'm super happy with where its at. I used to boast having a 4-5x ROAS, however, just recently I made a change to get that from 4-5x --> 10X ROAS.

Couple things that I should note before unveiling the change.

1. Creative is always going to be king, so make sure you're happy with how your company is being portrayed in relation to your cost per lead. Basically, if you have bad creatives, you're going to get low ticket, bad clients, simple. Have premium creatives, you're going to attract high ticket clients: simplest tip for this is, always film ads at high ticket jobs and use those to run.
2. Just run CBO campaign, toss everything in there, don't over complicate it.

Okay now that the basics are out of the way, and you are satisfied with your metrics, you need to understand that the quality of your lead is determined by your leadform. Your creative attracts the ICP, but your lead form filters it out -- think of coffee, you need a good coffee. roast to start, but in order to get the maximum result, the equipment, water quality, temperature all play apart (these would be the lead form questions).

I find that asking 1 - 2 questions is enough. Okay but thats not nearly enough to get a quality lead, wrong, it is, you just need to ask the RIGHT questions. I've figured out just asking by what part of the service they want is the best, and then handling the qualification on that sales call. Also ask for address, it doesn't increase friction much at all.

This seems to create the most amount of intent as it forces the lead to think about what they want, and also sets you up for the quote.

The next obvious thing for super high close rate is speed to lead, I personally, have below a 3 second speed to lead, but that's because I use a CRM with automations.

And last but not least I'd recommend undercutting by like 5-10% because when you upsell on the job, you'll make more anyway.

TLDR, by all means necessary, speed to lead is most important, ask the right questions, and undercut a smidge to beat quotes and make up for it in upsells.

Happy advertising!!

Might need a subcontractor, how would I go about getting one? Anything I should look out for? Planning on hourly rate + commission for upsells.

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Runing paid ads for a handful of local service businesses (window cleaning, detailing, exterior cleaning) and figured I put my money where my mouth is and try running one for my own service business; window cleaning! Wanted to show some real numbers since most posts in here about ads are either "just use referrals" or vague agency pitches with no actual data behind them.

Wanted to give back with what worked for my strategy, the campaign set up, and pretty much everything you need to know if you wanted to run your own ads.

Campaign Structure:

Testing: 1 ad campaign 1 ad set 1 ad per ad set, cut anything above 3x your target cost per lead, for example if you want a $10 cost per lead, kill it at $30

Scaling: 1 ad campaign 1 ad set, all winnings ads in that, just set it to $100/day, increase by 20% a day until it makes sense to do it again, do not increase more than 20% a day, ever.

Screenshot attached — one campaign, $1,367.75 spent, 77 leads (form submissions), $17.76 cost per lead, reach of 16,437 and frequency of 1.76 so the audience wasn't burnt out.

Stuff that actually mattered, not the usual "just boost your posts" advice:

• The offer beat the creative every time. Swapped a flat "20% off" for a scarcity-based deal (limited spots, real discount, in exchange for before/after photo rights) and cost per lead dropped noticeably.
• Spell out the full scope in the ad itself. People assume "cleaning" means less than it does — listing exactly what's included (all the little stuff you'd normally explain on the phone) cuts down on junk leads.
• Owner-recorded VO beats polished stock reads for local trust. Doesn't need to be professional, needs to sound like a real person from the area.

If anyone's testing their own campaigns, or wants a second opinion/expert help on what's underperforming, happy to take a look! Feel free to ask questions good for the public as well will answer and share my saucy sauce :)

Been running Meta ads for a while now and finally feel like I've got it dialed in — cost per lead has settled around $18, closing north of 35%, and honestly the leads come in faster than we can work them some days. Sitting at about 2 jobs a day right now and want to push harder, but I know throwing more ad spend at it isn't the whole answer past a certain point — feels like the bottleneck is capacity, not demand. A few things I'm trying to figure out:

D2D on top of paid ads — does it even make sense?

Everyone talks about door-to-door like it's a separate world from paid ads, but is anyone actually running both at the same time? I'm wondering if D2D in the same neighborhoods where ads are already running just reinforces the brand ("oh yeah I saw your ad") vs. cannibalizing leads I'd have gotten anyway. Curious if anyone's actually tested overlapping the two vs. running them in totally separate territories.

IS A WEBSITE EVEN WORTH IT?

First hire — helper or a second lead tech?

Right now it's me and my buddy doing every job start to finish. At 2/day we're maxed out most weeks. Trying to figure out if the first hire should be:

• a helper who rides with one of us so we can knock out jobs faster / take more per day, or
• training someone to run their own vehicle solo so we effectively double capacity right away

Feels like helper is safer but slower, second crew is faster but riskier if the work isn't consistent enough yet to support it.

Equipment — just buy 2x what we already run?

We've got our setup dialed in for two guys. Is scaling equipment really just "buy a second identical setup" or is there stuff that only becomes worth it once you're running multiple crews (extraction systems, van setup, etc.) that doesn't make sense to buy at our current volume? Don't want to overspend on gear we won't fully use for months, but also don't want to be the guy who hired someone and then can't equip them properly on day one.

Any of you who've been through this exact jump — ads working, ready to scale, first hire on the horizon — would genuinely appreciate hearing how you sequenced it. What'd you do first?

Been running window cleaning here in SoCal for a month or so and as someone that does meta ads for other people, this was my first time doing it for my friends and I, so far we've generated 65 qualified leads in 31 days at a roughly 34% close rate. We just landed our first commercial job, and are booked out for the next 3 weeks, was curious as to what we should do to piggy back off of word of mouth and referrals?

Basically, I'm sitting on a bunch of new customers and want to make sure we're capitalizing on it long-term instead of just riding the ad spend.

For those of you with steady flow — what's actually worked for turning first-time customers into referral sources? Doing anything structured (referral discounts, follow-up sequences, review requests at a specific touchpoint) or is it more just "do good work and it happens naturally"? Also curious if commercial clients refer differently than residential ones in your experience — feels like a different relationship entirely.

Running Meta ads for a window cleaning client in SoCal, and wanted to share a breakdown since most of what I see on this sub is home services running way hotter CPLs than this..

The offer: "Select People" angle — we're seeking 10 homeowners for $150 off in exchange for before/after photo rights. Full-scope job (inside, outside, rails, screens, tracks), differentiator is a sealant treatment that keeps windows streak-free for ~3 months. Scarcity close on the CTA (tap link → fill form → limited spots).

Results: ~50 leads in the last 3 weeks at roughly $20 CPL.

A few things I think are doing the heavy lifting:

• The "select people" framing does a lot — it reads as exclusivity/vetting instead of a generic discount, which seems to lower resistance on a service category people are usually skeptical of ("is this guy legit").
• Photo rights as the exchange mechanic instead of just "leave a review" — gives us a reason to ask for the discount that doesn't feel like a coupon dump, and it's genuinely useful for future creative.
• Local VO from the actual owner instead of stock voiceover/UGC actor — felt like it mattered more here than on other verticals I run.

Questions for the sub:

1. Want to add in a separate service, do I make a new campaign for it; to that same point I want to also add in fresh creatives, but don't want to disturb the winner or put much more money in simply because we're allocating our profit elsewhere, thoughts on these problems?

Happy to share more of the ad structure/targeting if useful — always interested in comparing notes with people running similar local-service accounts.

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Been posting updates on this window cleaning business we started mostly as a test of how far Meta ads could carry a brand new service business ($11 CPL, ~$3K booked off a couple hundred in spend, most of it converting to quarterly plans).

Didn't expect this to be the problem, but it is one: the ads are generating leads faster than the three of us can actually fulfill jobs. We're a tiny crew, still learning the operational side, and we'd rather under-promise on scheduling than start showing up late or rushing jobs to keep up.

Rather than pause the ads and eat the cost of turning off something that's working, figured it makes more sense to pass the overflow to other window cleaning / exterior cleaning companies in the area who actually have the crew capacity to take them on.

If you run a window cleaning business in Orange County (or nearby SoCal) and have room for more jobs, happy to send overflow leads your way. Not trying to build a lead-selling business out of this — just don't want good leads going to waste while we're at capacity.

Are you relying mostly on referrals, Google, organic content, Meta ads, or something else?

I’ve been running Meta ads for a bit, mainly pushing ceramic coating offers. One campaign is currently generating leads for around $6 each on a $500 ceramic coating offer but I haven't touched any of the other platforms.

Obviously, a cheap lead doesn’t mean much if the leads are garbage. But i'm sitting around a 30% close rate, so not too bad..

I was curious as to what else I can do to amplify the amount of leads i'm getting in order to remain booked out and hire another employee.

For the detailers running paid ads:

What are you currently paying per lead, what service are you advertising, and how many of those leads are actually turning into booked jobs, was thinking I can get into ppf as well, seems like the margins could be a lot higher.

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I’ve been running Meta ads for other service businesses for a while, but I’ve never actually owned or operated a service business myself.

Eventually, I figured I should put my money where my mouth is.

So a few friends and I decided to start a window cleaning business in Orange County.

The only problem was that we had:

• No equipment
• No window cleaning experience
• No existing customers
• No real idea how fulfillment would work

I directed a few ads, launched them, and figured we would solve the operational side once leads started coming in.

A few days later, we’re averaging around $20 per lead and have booked more than $2,000 in revenue. Based on what we’ve spent on ads so far, that’s roughly a 10x return.

Obviously, booked revenue isn’t the same as profit, and we still have a lot to learn about actually delivering the service efficiently. But the experience has shown me how powerful customer acquisition can be when the marketing is planned before the business is fully built.

If anyone is interested, these are the types of creatives I ran:

1. Founder story

Explain why you started the company, who you are, and why someone should trust or support you.

People are much more likely to choose a new local company when they understand the people behind it.

2. Offer video

Give people a clear reason to take action now.

The offer doesn’t necessarily need to be a massive discount, but it should feel specific and different from every other window cleaning company in the area.

3. Process video

Show exactly what happens when someone hires you.

What do you clean? What equipment do you use? Do you clean the screens, tracks, interior, and exterior? How long does it take?

This reduces uncertainty and makes the business feel more legitimate.

The idea is that these ads work together.

Someone might first see the founder story and become familiar with the company. Later, they see the offer and become interested. Then they see the process video and finally feel comfortable submitting their information.

Most people aren’t going to fill out a form the first time they see your business. They usually need multiple reasons to trust you before they take action.

I’m still early in the process, so I’m interested to see whether we can turn the initial traction into a real, profitable operation rather than just generating cheap leads.