The creative could belong to any business.
Stock images and vague claims give the customer little reason to stop. I use real work, a useful explanation or a specific service problem as the starting point.
Facebook and Instagram ads · Australia-wide
Put the right offer in front of people before they search.
I plan and manage Facebook and Instagram campaigns for Australian service businesses. The work starts with the offer and the creative, then follows the lead through response and qualification.
01 / DIAGNOSE
Meta can find attention. It cannot make a weak offer useful.
Campaigns often stall because every audience sees the same generic image, the promise is unclear or nobody checks what happened after the form was submitted.
The offer asks for too much trust too soon.
A cold audience may not be ready to request a large job immediately. I shape the next step around the decision the customer can reasonably make.
The campaign measures cheap forms.
Low form cost means little if the details are wrong or the person never answers. I ask for qualification and booking feedback where the business can provide it.
Creative runs long after it stops working.
The same message can lose response over time. I keep a test record and prepare the next useful angle before the account depends on one tired ad.
02 / BUILD
The campaign is a creative and follow-up system.
I keep the platform work connected to the real offer, the asset source and the person responsible for the new enquiry.
01 / WORK
Offer and audience
Define the service, the customer problem, the useful next step and the areas the business can genuinely serve.
02 / WORK
Creative plan
Build distinct angles from real jobs, clear explanations, owner-led footage or supplied assets, with each test recorded.
03 / WORK
Campaign and lead path
Set the audience controls, budget and delivery, then connect the ad to an instant form or landing page that fits the decision.
04 / WORK
Lead-quality review
Compare submissions with conversations and booked work where available. The next test comes from that record, not from platform activity alone.
03 / PROCESS
A repeatable creative test, not a pile of random ads.
Set the commercial brief
I document the service, margin, capacity, service area and reason someone should act now.
Build distinct angles
Each creative has one idea, one source and one job. I avoid tiny variations that do not teach us anything.
Launch with a clean record
Campaign, ad, audience and landing path naming make it possible to trace which message produced the enquiry.
Feed outcomes back
Qualified conversations and booking feedback decide what to keep, change or stop.
04 / PROOF
The useful proof is the test record and the lead outcome.
Before I call a creative test successful, I want to know which asset and promise ran, who saw it, what action they took and whether the enquiry was useful. When booked-job feedback is unavailable, the report says so.
05 / FIT
Check the fit before committing.
Good fit
- The service has a clear offer and enough job value to test
- Real or credible creative material is available
- The team can respond to leads quickly
- The business can report lead quality
Fix this first
- The offer changes every week
- No one owns new lead follow-up
- The business expects stock imagery to carry the campaign
- Success is defined only as cheap form submissions
06 / CONTEXT
Useful next reads.
Creative testing guide
Set one commercial question, label every concept and read lead quality beside the creative result.
OpenContent capture brief
Plan the real people, process and proof needed for the next test.
OpenMeasured case study
See how ads, a website and call handling worked together for one Melbourne home-service client.
Open07 / QUESTIONS
Meta Ads questions.
- Are Meta Ads suitable for every service business?
- No. They are most useful when the offer can earn attention before someone searches, the service has enough value to support testing and the business can respond quickly. If demand is already urgent and search-led, Google Ads may be the better starting point.
- Do I need professional photos and video?
- You need clear, credible creative, but it does not need to look like a television ad. Real jobs, people, vehicles, outcomes and explanations usually give me better material to test than generic stock images. Melbourne clients can add on-site production. National clients can supply footage or follow a remote capture brief.
- Do you use instant forms or landing pages?
- I choose the path based on the offer, the amount of explanation required and how the team follows up. A short form can reduce friction, while a landing page can qualify a more considered service. The lead record still needs to show which path produced it.
- How do you judge Meta lead quality?
- I separate form completions from qualified conversations and booked work where the business can provide that feedback. If the records stop at the platform lead, I label that limitation instead of calling every submission a success.
- Can you manage Meta Ads Australia-wide?
- Yes. Campaign planning, management and reporting are available across Australia. On-site photography and video are available in Melbourne. National clients can use existing assets or a remote capture plan.
08 / NEXT MOVE
Bring me the offer and the creative you are running now.
I will check whether the problem is the offer, the asset, the lead path or the follow-up before recommending another campaign.