0from one brief
- speed
- trust
- money
- relief
The image · AI
Made in batches
Thirty-six renders from one brief, four angles, three sizes, uploaded paused.
1The image · AIMade in batches
2The video · AICut per placement
3The copy · AIThirty variants
4The audience · AIFrom who already bought
5Budget and launch · rulePaused until you say go
6The report · a cellCost per booked job
texted in from the Meta ad, 2:18 PM
Sorry we missed you, we're on a job. What do you need?
A text from your number in 60 seconds.
Which network?
Meta feed & Reels
Local demand, retargeting, lookalikes from your customers · CPM $8–20 · CTR 0.8–2%
An illustration. The business is made up.
Demand
Meta ads run for you, with the math from money spent to jobs booked.
Every ad network sells the same chain: an image gets shown, a thousand showings cost a CPM, some viewers click, some clickers become leads, some leads become jobs. Move any number and every number after it moves.
- Meta46 actions, available now
- Instagramsame account, live
- TikTokon request
- Google Searchon request
How ad money turns into jobs
Each number in the chain depends on the one before it.
The chain
The ad math, with your numbers.
“With the responder” means with an AI assistant that texts every new lead back from your number within 60 seconds. It changes one number only: the share of leads that become jobs, because a lead answered in 60 seconds books more often than one answered the next day.
Open the calculatorSpend$6,000
Impressions428,571
Clicks5,143
Leads154
Jobs31
Revenue$37,029
The same chain
Every ad network works along the same chain.
Impressions are views of the ad. CPM is the price of 1,000 impressions. CTR (click-through rate) is the share of impressions that become clicks. Lead rate is the share of clicks that contact you. Booked rate is the share of leads that become paid jobs.
Image
CPM
Impressions
CTR
Clicks
Lead rate
Leads
Booked rate
Jobs
Who does what
Who does what, link by link.
What each step of an ad costs and returns — impressions, clicks, leads, booked jobs — and which step the system improves.
The video · AI
Cut per placement
9:16 for stories and TikTok, 4:5 for feed, 1:1 for the rest.
30headlines · 10 main ad texts
Abest performer
B
C
The copy · AI
Thirty variants
Headlines and primary texts written from the winning angle, tested, cut down, rebuilt.
- Your past customers are the starting audience.
- People who texted you see the ad again.
- Meta finds people similar to them (lookalike audiences), refreshed on a schedule you set.
The audience · AI
From who already bought
Seeds from the store and from who texted. Never a purchased list.
Ad · speed+$200Active
Ad · trust+$200Active
Ad · money+$200Paused
Ad · trust · copyActive
You text, from your phoneGoMove $200 to the winner
Budget and launch · rule
Paused until you say go
Created paused, budget set by rule, a loser paused and a winner duplicated from a text.
One row per daycost per booked job
| date | spend | leads | booked | cost per booked job |
|---|---|---|---|---|
| Mon | ||||
| Tue | ||||
| Wed | ||||
| Thu | ||||
| Fri | ||||
| Sat | ||||
| Sun |
The report · a cell
Cost per booked job
Impressions, spend, clicks, leads and booked jobs as one row per day.
- Cost per booked job, not cost per click.
- Any number you ask for is in a spreadsheet cell you can check again later.
- Every message sent and every dollar spent has a Ledger entry behind it.
After the click
Where the money leaks after the click.
The missed call
The ad works, the phone rings, you are on a roof. The lead calls the next name. A text from your number in 60 seconds is the cheapest fix in the chain.
- 2:18Missed call
- 2:19Sorry we missed you, we're on a job. What do you need?Text sent from your number
- 2:21Job booked
The slow reply
A form lead answered tomorrow is half as likely to book as one answered now. The responder answers now, within the permissions you set.
Answered nowby the AI assistant
Answered tomorrowhalf as likely to book
No follow-up
Most leads say yes on the second or third touch. Day 2, 5 and 10, with something useful to say, then it stops.
- 2Day 2
Mentions what their website is missing.
- 5Day 5
Sends a one-line example of a similar business.
- 10Day 10
Says a polite goodbye and marks the lead closed.
- They answer
The follow-ups stop as soon as they answer.
The actions behind it
Each step of running the ads is an action in the Directory.
The Directory
0
actions in the Directory for running ads
The Directory is a table where each row is one action the system can run. Each action runs through dispatch, one web address that checks your permissions and runs it, and each run is written to the Ledger, the record of every request and response. Counted on 27 September 2026.
46 of them control Meta ads on Facebook and Instagram, each with its own permission limit.
Build
- Campaigns, ad sets and ads created paused
- Creatives, images and videos uploaded and attached
- Catalogs, feeds and product sets
Target
- Audiences from who already bought
- Lookalikes made and refreshed by rule
- Targeting searched and browsed
- Delivery estimated before spend
Run
- Budgets set by rule
- A loser paused, a winner duplicated
- Every change in the account’s history
Measure
- Insights by day, sync or async
- Conversion events sent server-side
- Pixels and datasets checked
- Cost-per-click change and lift, by a written method
Examples
What the AI does with the text, the audience, the budget and the report.
It builds the audience, sets the budget and creates the ads paused; nothing runs until you say go. Results go into a spreadsheet, one row per day.
Step 3 of 6Available
The ad text
An AI model writes the ad text from the selling point that is performing best: thirty headlines and ten main texts, which are tested, shortened and rewritten. Google search ads are written the same way, on request.
Text me about thisWhat the AI does here
- 1Every headline is a tested version, not a guess.
- 2The AI assistant that answers new leads is given the same ad text, so the ad and the reply say the same thing.
- 3Google search ads are written from the same brief once your Google Ads account is connected.
Compare
The networks, side by side.
NetworkYou pay forTypical starting rangeStatus
Meta feed & ReelsImpressions (CPM)CPM $8–20 · CTR 0.8–2%Available · 46 actions
Instagram storiesImpressions (CPM)CPM $8–16 · CTR 0.6–1.5%Available · same account
TikTokImpressions (CPM)CPM $5–12 · CTR 0.5–1.5%On request
Google SearchClicks (CPC)CPC $4–25 · CTR 3–6%On request
Ranges are typical starting points for small-business campaigns in the United States and vary widely by industry; use your account's numbers.
The networks, side by sideTwo more pages on ads.
Ads · The ad math, with your numbers
The ad math, with your numbers.
Type in your own ad account's numbers and every step recalculates. The network buttons fill in CPM and CTR from the middle of each network's typical range.
Ads · The ad networks
The networks, side by side.
Meta, Instagram, TikTok and Google Search compared on cost, click rate and what each is good for.
Send me your numbers.
Last month's spend, leads and booked jobs. I'll put them in the chain and tell you which link to tighten first.
Your setup:
Meta feed & Reels · Make the creative · Run the account · Answer the leads · Report cost per booked job