Eighteen questions, grouped by what you came here to ask. The shorter FAQ on the booking flow has the essentials; this is the deeper read.
Local service businesses doing over £40K per month, with the ambition to scale rather than top up revenue. The owner needs to be willing to film ads on their phone, and the business needs the operational capacity to handle 50 more appointments over the next 90 days. We work across roofing, dental, medspa, HVAC, solar, home improvement, cosmetic and elective medical, legal, and most other consultation-led local service verticals.
£40K per month minimum. Below that, the maths usually doesn't work. The cost of running ads at the volume needed to produce 50 qualified appointments, combined with the operational capacity needed to deliver against them, isn't realistic for businesses still building toward that revenue floor.
Focus on getting the foundations right before scaling ads. Two things matter most. The first is revenue, since the maths needs your business to be doing at least £40K a month before paid acquisition makes sense. The second is operational capacity, since adding 50 appointments to a business that can't handle them creates worse problems than not having the appointments at all.
If you're below the revenue floor, prioritise the marketing channels that produce results without the same overhead: word of mouth, your Google profile, referrals from existing customers, and the work you're already doing well. When the business is the size we work with, we'll be here.
The promise is 50 qualified shown appointments in 90 days. What that translates to in revenue depends on your average ticket and your close rate, which we map out during onboarding. A roofer with a £12K average ticket and a 30% close rate looks very different from a medspa with a £2K average ticket and a 60% close rate. The volume is the same. The revenue outcome scales with your business.
Build phase is around 14 days. First leads start landing around day 16. First appointments hit your calendar between day 21 and day 28. From there, volume builds as Meta learns who your buyers look like. The 90-day window is built to absorb variance and deliver against the 50-appointment target.
A return that outpaces the spend by a meaningful multiple, calculated against your specific average ticket and close rate. The exact figure gets mapped to your business during onboarding so the projection is honest rather than generic. If the maths doesn't work at the budget you're comfortable with, we tell you before we start.
Cost per lead varies by vertical, market, and competition in your area. We don't give a flat number because anyone who does is guessing or lying. What we do is model the expected range during onboarding, based on the data we have from the verticals we've worked with and the specifics of your business.
The number that matters more than cost per lead is cost per shown appointment, which is what the system is built to optimise for. That's the number we work back from when projecting what budget produces 50 appointments in 90 days.
Meta needs data to perform. At less than £2,500 a month, the platform doesn't get enough volume to learn who your buyers are, and the campaigns stall out before they ever stabilise. £2,500 is the floor that lets the system work properly. Most businesses we work with spend more than this once the campaigns are producing, but the floor exists to make sure we're not setting up an engagement that fails before it starts.
Referrals are the best leads you'll ever get, but they're unpredictable. You can't plan around them, you can't budget for them, and you can't scale them. Paid ads add the consistency that referrals can't, which means your revenue stops swinging week to week and you can finally build the business around predictable demand rather than waiting for the phone to ring.
Because we do more than most agencies. The cheaper ones run ads and send you a monthly report. We build the trust system, the funnel, the lead handling, the tracking, the conversion feedback, and we manage every part of it daily. The fee reflects the depth of the build and the level of accountability behind it. The maths is straightforward: higher fee, deeper system, more shown appointments.
You can. It takes 18 to 24 months of learning, multiple failed campaigns, hiring an editor, a media buyer, a paid ads strategist, and an automations person, plus the time it takes you personally to learn the platform well enough to direct them. The cost of building this in-house, when you add up the salaries, the wasted ad spend during the learning curve, and the time you'd spend away from running the business, doesn't stack up against working with us.
Specialisation. Local service businesses are all we do, which means we know what works for your vertical because we've already done it. The generalist agency down the road runs ads for SaaS companies, e-commerce brands, B2B consultancies, and local businesses all at once. None of those need the same approach, and none of them get our full attention. They're optimising for whatever the platform shows as "good," which usually means cheap clicks and vanity metrics. We optimise for appointments that show up.
No, but location is managed carefully. We won't run two competing businesses in the same patch at the same time. If you're a roofer in Manchester, we won't take on another roofer in Manchester while we're working with you. The areas we operate in are tracked and capacity-managed, so the question of exclusivity is handled by how we choose which clients to take on, not by a contract clause.
A 90-day sprint. We build the system, run it against the 50-appointment target, and the engagement ends at day 90. Nothing renews automatically. If you want to keep the system running beyond that, we talk about it then.
We start by understanding what makes your business different from the others in your local market. The standards you hold, the type of customer you do your best work for, the reason someone should choose you over a cheaper quote. The messaging gets built from there. Once campaigns are live, the data tells us which angles are producing shown appointments and which aren't, and we refine the messaging based on what's working in your market.
Every two weeks across the 90-day sprint. Ad creative fatigues fast on Meta, and running the same hooks for too long is what causes cost per appointment to creep up. A fortnightly cadence keeps the account fresh and the volume steady. Each filming session is 3 to 6 hours total per month, on your phone, using the one-page guide we send over.
Nerves are normal. Almost no one is comfortable in front of a camera the first time, and you don't need to be. The footage that works on Meta is honest and unscripted, not polished and rehearsed. The setup we send is built for this. A one-page guide covers the camera angle, the lighting, and the framing. The scripts are written for you to read in your own voice, not perform. You don't need to be a presenter. You need to be willing to try.
Two ways. New creative every two weeks across the 90-day sprint, so the account always has fresh angles to test. And constant rotation between top-performing ads, so no single hook runs long enough to wear out its welcome on the platform. Between the cadence and the rotation, the account stays sharp through the full 90 days and beyond.
Book a strategy call and we'll answer it in person, alongside whether the maths works for your business.