Plate V.I
Our Part · Writing
We write every word.
Ad scripts, follow-up SMS, email sequences, application questions, the lot. You read what we send, give us your honest reaction, and we make the changes before anything goes live.
Turn Meta ads into your
#1 source of qualified
calls
We build, launch and scale a Meta advertising system that books you 50 qualified appointments in 90 days, and you only pay per appointment that shows up.
PLATE 0 — System WalkthroughREF / VID-001
fig. I — how the system works, end to endWalkthrough
Our ApproachREF / APP-001
What we do.
Three things we do on every engagement, regardless of vertical.
Pillar 01Plate I
Helping you become the trusted, go-to provider.
We build the system that captures what your customers think while it's still fresh, then turns it into the proof that wins your next ones. There are two parts to it.
The first is a page where your customers record a quick selfie video about their experience, which becomes creative for the ads and content for your website.
The second is an SMS and email follow-up that walks them to a Google review once the job is done.
Capturing testimonials this way allows them to stay genuine and unscripted, which helps to build trust with the people in your local market who are seeing your business for the first time.
Every video is multi-use collateral that compounds across your ads, your website, your landing pages, and wherever else you want proof to sit. A library of your customers speaking on camera is what makes a local business look established and trusted to deliver what they promise.
OutcomeA local reputation that grows every time you deliver.
Pillar 02Plate II
We plan, script, edit, launch and manage ads built around what sets you apart.
Every part of the ad sits on our side. The strategy, the angles we lead with, the script that comes from your point of view, the edit, the launch inside your account, and the optimization once the numbers come back.
Footage gets filmed by you on a phone. The work behind it is ours.
What separates this from most local advertising is what the ad leads with. The default approach is to compete on price, which trains the prospect to treat you as one option among many and pick the cheapest.
We compete on you instead: your point of view on the work, the standards you hold, the reason someone should want you over a cheaper quote down the road.
Scripts get written with you in the room, so what ends up on camera is true to how you run the business.
An ad built that way has the room to educate the prospect, earn their trust, and make booking with you specifically the obvious next step before they ever pick up the phone.
OutcomeAds that compete on you, not on price.
Pillar 03Plate III
We handle every lead from the click through to the appointment.
Once a prospect clicks the ad, the work continues on our side. We run the SMS and email follow-up that turns a form fill into a booked appointment, then keep them engaged with the right information in the days leading up to it.
Questions they'd otherwise have walked in with get answered ahead of time, the information they need to feel confident gets sent over, and by the time the appointment lands, they already know why they're there.
Underneath it, every step is measurable. Not every lead is worth the same.
A booked appointment from someone who showed up ready to spend is worth more than ten form fills from people who were curious for thirty seconds.
From the first click to the moment they walk in, the data feeds back into Meta so the ad account learns who your real buyers look like and stops paying for everyone else.
OutcomeAppointments where the prospect already knows what they want.
Your RoleREF / ROL-005
You show up to deliver the work.
We do everything else.
Plate V.II
Our Part · Ad Ops
The ad accounts run on our side.
Bidding, targeting, scaling, creative refreshes, audience tests. You don't have to open Meta Ads Manager.
Plate V.III
Our Part · Reporting
Reports land in your inbox weekly.
A one-page summary every week. Cost per booked appointment, how many appointments came in, how many showed, and what we're testing next.
Plate V.IV
Your Part
Just two things.
Film the ads we script for you on your phone, and show up to deliver the appointments we book on your calendar. That's your part.
FitREF / FIT-006
Who this is built for.
Local service businesses doing £40K+ a month who are ready to handle more.
Great Fit+ 5
- £40K+ in monthly revenue
- Wants to scale the business, not add a few jobs a month
- Owner willing to get on camera and commit time to the advertising
- Operational capacity to handle more demand
- A sales motion to take leads through to a booked job
Not A Fit− 4
- Under £40K in monthly revenue
- Only looking to add a few jobs a month
- Nobody willing to be on camera
- No capacity to take on more work, or no process to convert a lead into a job
Next StepREF / CTA-007
Ready to scale?
Book a call with Sebastian to see if this would be a good fit for your business.
Book Strategy Call30 min
Want To Learn More?REF / LIB-008
Free guides and resources.
Everything we've written and recorded about paid ads, in one place.
On YouTube · See It Walked ThroughAll videos
14:18
scalerev · youtube
The $10K/Month Ad Strategy I'd Use Starting From Scratch
15:44
scalerev · youtube
3 VSL Types That Convert B2B Leads Into Clients
18:04
scalerev · youtube
How To Get High-Intent Leads With Meta Ads
12:30
scalerev · youtube
Make B2B Static Ads In Minutes With AI
26:42
scalerev · youtube
How To Write Winning Facebook Ads
14:18
scalerev · youtube
The $10K/Month Ad Strategy I'd Use Starting From Scratch
15:44
scalerev · youtube
3 VSL Types That Convert B2B Leads Into Clients
18:04
scalerev · youtube
How To Get High-Intent Leads With Meta Ads
12:30
scalerev · youtube
Make B2B Static Ads In Minutes With AI
26:42
scalerev · youtube
How To Write Winning Facebook Ads
Read The Guides
Nine in-depth guides on every phase
Overview
How To Build A B2B Meta Ads Funnel That Books Qualified Calls
A six-phase walkthrough of every component in a paid acquisition system that converts cold traffic into qualified sales calls. Plain-English, end-to-end.
12 min read →Strategy
The Cold Traffic Offer Playbook
How to restructure the offer that converts your warm referrals into one that converts strangers. The four-piece framework: concrete claim, risk reversal, calculable pricing, outcome framing.
10 min read →Acquisition
How To Find Your Buyers On Meta In 2026
On modern Meta, messaging is targeting. The audience architecture playbook for B2B: mining 8 to 15 distinct buyer profiles, building multi-angle creative, and running it inside a layered campaign structure.
11 min read →Conversion
The B2B VSL Playbook
How to turn your best sales conversation into a video that does the first fifteen minutes of every call before the prospect ever books one. Block structure, scripting, production, and the long-form variant.
12 min read →Conversion
How To Engineer 80%+ Show Rates On B2B Sales Calls
The six layers of show-rate engineering that pull B2B no-show rates from 50% baseline to above 80%. Calendar timing, pre-call sequence, retargeting, manual outreach, recovery, and long-tail nurture.
11 min read →Conversion
The Pre-Call Education Playbook
How to deliver prospects to the call educated, qualified, and ready to commit. The confirmation page architecture, breakout video library, application matching, and the sales-team asset library.
11 min read →FAQREF / FAQ-009
Questions we get asked.
Everything else gets answered on the strategy call.
What is this exactly?
We build the system that gets new customers walking through your door. That means the ads, the review collection, the SMS and email follow-up that turns a lead into a booked appointment, and the reporting that tells you what's working.
You deliver the work. We handle everything that gets the customer to you.
What kind of results can I expect?
Our promise is 50 qualified shown appointments in 90 days. That's the number we work back from when we build the system, and the number we hold ourselves to. The pay-per-shown-appointment pricing means you only carry risk on appointments that actually land on your calendar.
Before we start, we map your average ticket, your close rate, and your capacity so we know what 50 appointments translates to in your business. If the math doesn't work at the budget you're comfortable with, we tell you up front and we don't take the engagement.
How do you define a qualified shown appointment?
A qualified appointment is a prospect who passed the qualifier we set up at the start and matched the criteria for your business. A shown appointment is one the prospect actually attended. Both have to be true to count, and that's the only unit you pay on.
We agree the qualification criteria with you up front, so there's no ambiguity later. No-shows don't count. Bad-fit prospects who slipped through the qualifier don't count either. If they passed your criteria and turned up, it counts.
I don't want to be on camera or make videos.
Your face is what builds trust with people in your local area who've never heard of you before. When someone is about to spend thousands with a business they've never used, they want to see who they're handing it to before they book anything.
What we do is make the filming part as easy as possible. The scripts come written, the camera and lighting setup gets sent over as a one-page guide, and the editing, captions, and finishing all happen on our side once you send the footage over.
Time investment is 3 to 6 hours of filming per month. The rest of your involvement is reading the copy we send and giving us your honest reaction so we can make the changes before anything goes live.
If filming isn't something you're willing to do, the system won't work. If it is, we handle everything else.
What if we've tried paid advertising before and it didn't work?
We dig into what was tried and why it failed during onboarding. Most of the time it's the angle or the execution; occasionally the offer itself is the problem. Knowing which one tells us what to avoid.
Our system is structured differently. We don't lead with price like most local advertising does. We build ads around what makes you specifically worth choosing, run them to the right people in your area, and follow up with the leads through SMS and email until they book.
Pricing works on results. You only pay per qualified appointment that shows up to your calendar, with no upfront fee and no payment for no-shows.
We can't promise it will work for you specifically. What we can do is walk you through what we'd do for your business, explain why we think it fits, and structure the deal so the risk isn't sitting on your side.
How long until we start seeing appointments come in?
Build phase: around 14 days. Research, scripting, filming, ad creation, follow-up setup, review system, tracking.
Learning phase: 7 to 14 days after launch. Meta needs data to optimize. We're testing angles, hooks, and audiences to find what resonates in your specific market.
From there, timing depends on:
- How your local market responds to the ads
- How fast you respond to leads when they come in
- How well the follow-up converts a lead into a booked appointment
- How well the qualifier sorts the right prospects through
First appointments typically land between day 21 and day 28. Some businesses see them sooner. Others take longer because we need to iterate on the angle or tighten the targeting. The 90-day window is built to absorb that.
What's included?
The full deliverables list gets confirmed on the strategy call once we've looked at your specific situation. Broadly: ad strategy and creative production, media buying and optimization, the review collection system (selfie video page plus SMS and email to Google reviews), SMS and email follow-up that converts a lead into a booked appointment, tracking and reporting, and the feedback loop into Meta that sharpens lead quality over time.
Will this work for my industry?
The system works for local service businesses where:
- The job is worth enough to justify ad spend (the math is something we work out for your business specifically).
- The customer needs some trust before they book, which is true for most services where someone's coming to your premises or you're coming to theirs.
- You or your team can take leads through to a booked appointment within a few days.
That covers most local service verticals: roofers, dentists, medspas, HVAC, solar, home improvement, cosmetic and elective medical, legal, and most other consultation-led service businesses.
If you're selling something low-ticket or transactional where people decide on the spot, this isn't the right approach.
What's the commitment?
A 90-day sprint. We build the system, run it against the 50-appointment target, and the engagement ends at day 90.
If you want to keep the system running after that, we talk about it then. Nothing renews automatically.
How does pricing work?
You only pay per qualified appointment that shows up to your calendar. No upfront fee, no monthly retainer, no payment for no-shows or unqualified prospects.
The rate per shown appointment gets agreed on the strategy call once we've looked at your average ticket and close rate. If the maths doesn't work at a rate you're comfortable with, we tell you up front.
This only works if both sides hold up their end. You need to maintain the agreed ad spend, respond to approvals within 48 hours, and film when required. The exact terms get walked through on the strategy call.
What happens after the first 14 days?
Day 15 is launch. Ads go live, leads start coming in, the follow-up system starts converting them into booked appointments.
From there:
- Daily: monitor ad performance, lead flow, and quality.
- Weekly: a one-page report covering spend, results, cost per appointment, and what we're testing next.
- Bi-weekly: launch new creative to stay ahead of ad fatigue.
- Monthly: full strategy review against the 50-appointment target.
You're not left wondering what's happening. The system runs in the background, optimization happens on our side, and the numbers come back to you on the weekly report.
What ad spend do I need?
Ad spend goes to Meta and sits separate from what you pay us per appointment. It depends on your market, your average ticket, and the 50-appointment target.
We work this out during onboarding. The math shows what budget is needed to hit 50 appointments in 90 days profitably. If it doesn't work at a budget you're comfortable with, we tell you before we start.
Minimum recommended: £2,500 per month.