Section 1
Campaign Overview & How It Works
This campaign shows ads to homeowners in Lane County on Facebook and Instagram. When someone clicks, an instant form pops up with their info pre-filled from Facebook. They hit submit — and the lead drops directly into your Jobber requests queue. No spreadsheets, no manual entry.
Ad Shown
Facebook & Instagram feed + Stories
→
Lead Form
Instant form — name, email, phone
→
Zapier
Auto-fires within minutes of submission
→
Jobber Request
New request created automatically
→
Sperry Calls
Team follows up to book the estimate
Section 2
Ad Creative — 3 Variants
Meta will test all 3 simultaneously and shift budget toward the one that gets the most leads. All use the same lead form and targeting. Full creative board →
⚠ Placeholder Images — Awaiting Client Photos
Images shown are AI-generated placeholders with visible watermarks. Rob is collecting real Sperry job site photos for final production.
Ads will not go live until client photos replace these. Approve copy and targeting now — images will be swapped before launch.
Variant 1 — Curb Appeal
S
Sperry Tree Care
Sponsored · 🌐
Your trees need attention this spring. Schedule a free assessment with Lane County’s trusted arborists before the season fills up.
Free Quote
sperrytreecare.com
Request a Free Spring Quote
Get Quote
BodyYour trees need attention this spring. Schedule a free assessment with Lane County’s trusted arborists before the season fills up.
HeadlineRequest a Free Spring Quote
CTAGet Quote
Variant 2 — Arborist in Action
S
Sperry Tree Care
Sponsored · 🌐
We've been caring for trees in Lane County for 35 years. Our certified arborists treat every property like their own.
FREE QUOTE
sperrytreecare.com
Request a Free Spring Quote
Get Quote
BodyWe've been caring for trees in Lane County for 35 years. Our certified arborists treat every property like their own.
HeadlineRequest a Free Spring Quote
CTAGet Quote
Variant 3 — 35 Years Local
S
Sperry Tree Care
Sponsored · 🌐
Good tree care protects your home, your view, and your investment. Let us show you what's possible this spring.
35 YEARS LOCAL
sperrytreecare.com
Request a Free Spring Quote
Get Quote
BodyGood tree care protects your home, your view, and your investment. Let us show you what's possible this spring.
HeadlineRequest a Free Spring Quote
CTAGet Quote
✓ Updated Apr 30 — Placeholder images v2 (Sperry-branded gear, proper pruning) + V1 copy refinedAI-generated placeholder images installed with clear watermarks • Proper pruning shown (no topped trees) • Final images pending Rob’s photo collection • Copy and targeting locked and ready
Section 3
Audience Targeting
Meta uses Advantage+ targeting to find the people in your service area who are most likely to submit a lead form. We set the guardrails; Meta finds the best buyers within them.
Age Range
35–65+ — homeowners most likely to invest in professional tree care
Service Area
Lane County + Benton County, OR — Eugene, Springfield, Corvallis, Albany, Cottage Grove, Florence, Junction City, Creswell
Homeowners
Property ownership signals — excludes renters and commercial properties
Interests
Home improvement, landscaping, outdoor living, property maintenance
Optimization
Advantage+ Leads — Meta's algorithm finds people most likely to complete the form
Exclusions
Existing contacts excluded to avoid wasting budget on current customers
Section 4
Budget & Schedule
| Item | Detail | Notes |
|---|---|---|
| Daily Budget | $50/day → $75/day → $100/day | 3-phase ramp — see below |
| Launch Date | Week of May 5, 2026 | Pending final approval — exact date TBD |
| Campaign Objective | Leads (Meta Instant Form) | Optimized for form completions, not clicks |
| Platforms | Facebook + Instagram — Feed, Stories, Reels | Meta auto-distributes across placements |
| Ad Variants | 3 creative variants tested simultaneously | Meta shifts budget to best performer automatically |
| Billing | Meta Ads Account #2556180444815953 | ✓ Payment method confirmed Apr 16 |
| Pause / Stop | Pause or stop anytime in Meta Ads Manager | No contract. No cancellation fee. |
Budget Ramp — How We Scale Responsibly
Meta's algorithm needs time to learn which audiences and creative combinations produce the best leads. Starting too high wastes money during the learning phase. We ramp up deliberately — so every dollar is working before we add more.
Phase 1 — Learning
$50/day
May 5 – May 11
Meta's algorithm collects data on who clicks and converts. Conservative spend while it finds the right audience.
~$350 week 1
→
Phase 2 — Ramp
$75/day
May 12 – May 18
First leads are in. We scale toward the best-performing audience and creative, guided by real data.
~$525 week 2
→
Phase 3 — Full Budget
$100/day
May 19 – Jun 30
Full $100/day on proven audiences. Winners scaled, underperformers paused. ~$3,000/month at run rate.
~$5,700 weeks 3–10
🔒
No contract. Pause or stop at any phase. If leads aren't coming in at a cost you're comfortable with after week 1, we pause before committing more. You have full control in Meta Ads Manager — or just text Jason.
Section 5
How Leads Are Delivered to Jobber
Once the campaign is live, leads flow automatically. Here's exactly what happens from ad click to Jobber request — no manual work required until your team is ready to call.
1
Someone submits the Meta Lead Form
The instant form pre-fills their name, email, and phone from their Facebook profile. They tap Submit. Fields collected: full name, email address, phone number.
2
Zapier picks up the lead (within minutes)
The Zap checks for new leads on a short interval. When it finds one, it fires immediately.
3
New Request is created in Jobber
Zapier creates a new Request in your Jobber account with the lead's name, email, and phone. It shows up in your Requests queue just like any other inbound request.
4
Your team follows up to book the estimate
Work it in Jobber exactly as you do today — call the lead, schedule a visit, convert to a job. No new workflow, no new app.
Section 6
Items Needed Before Launch
Rob’s approval is all that remains. Payment confirmed, Instagram connected, Lead Ads TOS accepted — all pre-launch requirements cleared. Note: Zapier → Jobber automation pending final verification before launch day.
Payment Method Added — Confirmed Apr 16
Meta Ads Account #2556180444815953 now has an active payment method on file. Billing is ready for launch.
✓ No action needed from Sperry
Meta Lead Ads TOS — Accepted
Confirmed accepted on the Sperry Tree Care Facebook page — verified Apr 30, 2026 via Graph API (leadgen_tos_accepted: true). This requirement is fully cleared.
✓ No action needed from Sperry
Instagram Account — Credentials Received (Resolved Apr 16)
Instagram login credentials received from Michele. Jason will connect the @sperrytreecare account to Meta Business Manager and update the profile (logo, website link, account category) before launch.
✓ No action needed from Sperry — BT handling
Ready to give the green light?
Send Jason a quick approval by email or Slack. He'll confirm the exact launch date on your call and handle everything from there.
Questions? Email jason@bosstorque.ai