Prepared for Dolcie & Ali · Integrate Academy
You are spending £80 a day and roughly one lead in twenty is worth calling. This is a three month rebuild: a quiz that qualifies people before they ever reach you, a clean campaign underneath it, and a feedback loop that finally tells Meta which of these people actually enrol.
What you described on the call is not really an ad problem. Anyone can fill in that instant form in about four seconds, so Meta went and found the people most likely to do exactly that. Then the rebuild through Rise reset the learning, and it started hunting for more of the same. Right now you are paying £80 a day for an algorithm to get better and better at finding people who are never going to train with you.
So the fix is two things. Make it harder to become a lead, which sounds backwards until you see what it does to the phone calls, and give Meta something honest to aim at. A quiz funnel does the first. A conversion that fires when someone actually enrols does the second. Both need time to settle, which is why this is priced as a three month block rather than month to month.
I went through the account on the call. None of this is a mystery, and all three are fixable inside the first cycle.
Two smaller things while I was in there. The ad set is still targeting Bournemouth, Portsmouth and Rustington, and there are more ads live inside it than £80 a day can properly test. Both get sorted in the rebuild.
The front half gets built once in the first couple of weeks. The back half then runs on its own and gets sharper every time someone signs up.
Expect the cost per lead to go up, not down. That is the trade you are making. A quiz lead costs more than a prefilled form lead because a real person had to sit and answer questions to become one. Figures shown are an example of how the board reads, not a forecast of your account.
Management, the funnel build and the CRM for the full three months, in one figure.
How you pay. Three payments of £650 + VAT on the first of each month, or the full £1,950 + VAT up front if that is easier for the books. The cycle starts on the first of a month so the reporting lines up.
Ad spend is separate and stays yours. It goes straight to Meta on your own card, and it is not part of this figure. Your current £80 a day is fine to carry on with, though I would rather start at £50 and push it up once the funnel has proved itself.
Everything John and Charlotte need to make the call is on this page.
Have a read, take it to John and Charlotte, and give me a shout either way. If you want to start on the first, I'd want the go ahead a week or so before.