The same ad, as it appears on Meta, Instagram, TikTok and Google Search, with each network’s typical cost, how often people click, and what the system can do there today. Impressions are views of the ad. CPM is the price of 1,000 impressions; CPC is the price of one click; CTR (click-through rate) is the share of impressions that become clicks.
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BBright RoofingSponsored · ···
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An illustration. The business is made up.
Available · 46 actions
Meta feed & Reels
Local demand, retargeting, lookalikes from your customers.
CPM, $ per 1,000 impressions$8–20
$0$10$20$30
Midpoint $14
CTR, % of impressions that click0.8–2%
0%2%4%6%8%
Midpoint 1.4%
You pay for
Impressions (CPM)
Status
Available · 46 actions46 actions in the Directory (the table of every action the system can run): campaigns, ad sets, ads, audiences, budgets and ad images and videos.
Start a campaign by text messageSet a budgetUpload 30 versions of an ad
Ranges are typical starting points for small-business campaigns in the United States and vary widely by industry; use your account's numbers.
CostCPM, $ per 1,000 impressions · CPC, $ per click
Meta feed & ReelsCPM $8–20
Instagram storiesCPM $8–16
TikTokCPM $5–12
Google SearchCPC $4–25
$0$10$20$30
CTR% of impressions that click
Meta feed & Reels0.8–2%
Instagram stories0.6–1.5%
TikTok0.5–1.5%
Google Search3–6%
0%2%4%6%8%
Network
Buys
Good for
Typical starting range
In the system
Meta feed & Reels
Impressions (CPM)
Local demand, retargeting, lookalikes from your customers
CPM $8–20 · CTR 0.8–2%
Available · 46 actions
Instagram stories
Impressions (CPM)
Video-first offers, younger audiences, same account as Meta
CPM $8–16 · CTR 0.6–1.5%
Available · same account
TikTok
Impressions (CPM)
Video at volume, discovery, cheaper reach
CPM $5–12 · CTR 0.5–1.5%
On request
Google Search
Clicks (CPC)
People already searching for the job, highest intent, highest price
CPC $4–25 · CTR 3–6%
On request
Meta feed & Reels
Buys
Impressions (CPM)
Good for
Local demand, retargeting, lookalikes from your customers
Typical starting range
CPM $8–20 · CTR 0.8–2%
In the system
Available · 46 actions
Instagram stories
Buys
Impressions (CPM)
Good for
Video-first offers, younger audiences, same account as Meta
Typical starting range
CPM $8–16 · CTR 0.6–1.5%
In the system
Available · same account
TikTok
Buys
Impressions (CPM)
Good for
Video at volume, discovery, cheaper reach
Typical starting range
CPM $5–12 · CTR 0.5–1.5%
In the system
On request
Google Search
Buys
Clicks (CPC)
Good for
People already searching for the job, highest intent, highest price
Typical starting range
CPC $4–25 · CTR 3–6%
In the system
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 midpoints shown above are the middle of each range; the calculator's network buttons use them.
Who does what
What the system does on each network.
It makes the images, video and text, 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. Every action is a row in the Directory, runs through dispatch, and is written to the Ledger.
AI image models make thirty-six images from one brief: four selling points in three sizes. They are uploaded to the ad account paused. The best performers are resized and remade, not dropped.
One product photo becomes a month of still-image ads in an afternoon.
Each image is stored, named and uploaded to Meta by the same action.
No money is spent until you switch it on.
The video · AI
Cut per placement
AI video models make the videos and a person directs them: either someone speaking to camera or moving graphics. Each video is cut to the size of every place it appears.
The best-performing selling point becomes a vertical 9:16 video for Stories and TikTok and a 4:5 video for the feed.
You can test thirty selling points a month instead of three.
An AI model writes the ad text from the selling point that is performing best: thirty headlines and ten main texts, tested, shortened and rewritten. Google search ads are written the same way, on request.
Every headline is a tested version, not a guess.
Google search ads are written from the same brief once your Google Ads account is connected.
TextGoogle Search, on request
The audience · AI
From who already bought
The AI builds the audience from people who already bought from you and people who already contacted you. Never a bought list.
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.
Budget and launch · rule
Paused until you say go
The AI creates the ads paused, sets the budget by rules you choose, pauses ads that do badly and copies ads that do well. You can direct it by text. No money is spent until you say go.
You text “Move $200 to the winner” and the budget moves.
A campaign can be created from a text message; it starts paused.
46Meta ad actions in the Directory, each with its own permission limit
The report · a cell
Cost per booked job
One row per day in a spreadsheet: spend, leads, booked jobs and cost per booked job. Daily rows, not a screenshot or a total over a period someone picked.
Cost per booked job, not cost per click.
Any number you ask for is in a spreadsheet cell you can check again later.
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.