Michael Mignogna

My Business Brain

The brain that runs my agency

This is a playbook for running Meta lead ads for home-service contractors, written from the rules my agency works by. It does not depend on any one CRM or landing page builder. You can follow it yourself, or hand it to your AI.

It has 9 jobs and 101 principles. Each principle has the reason behind it, how to apply it, and a good and a bad example. Each job ends with steps written for an AI agent to follow.

How to use this

  1. Read it yourselfPick a job below. Read its principles and the good and bad examples, then do the work your way.Start here
  2. Copy a starter prompt into ChatGPT or ClaudeEvery job page has a starter prompt at the bottom. It starts with the playbook's address. Copy it, swap the words in angle brackets for your business details, and paste it into the chat. If your AI cannot open links, paste that job page's principles into the chat too. Here is the one for offers.
    Offers starter prompt

    Read https://byminyona.com/brain/playbook.md first and follow its Offers and Ad Copy rules and its ground rules. Create a roofing offer and 5 Meta ads for <city>. Use one of the three offer models in the Offers job: a starting-at price, a price report, or a price report with no salesperson in the home for that step. Pick the model that matches how the business really prices. A recent real job it can show is <house type and size, town, exact work and materials, what that job cost, the photos, and whether the homeowner gave permission, or none>. Its real starting price for a full roof replacement on a typical home is <starting price>, it <can or cannot> text a price range from satellite roof measurements, and it serves these zip codes: <zip codes>.

  3. Point your AI agent at the playbookIf you use an agent that can read web pages, such as Claude Code or Cursor, paste this line into it. The files are https://byminyona.com/brain/AGENTS.md and https://byminyona.com/brain/llms.txt.
    Paste this into your agent

    Read https://byminyona.com/brain/AGENTS.md and follow it for this task. For the reasons and examples behind each rule, read https://byminyona.com/brain/playbook.md.

    Start here

    If you are a contractor

    Read these in order to set up your own Meta ads, follow up on the leads, and book appointments.

    1. OffersWrite one offer with a starting-at price, a price range, or a real job and what it cost. The offer decides what the ads, the page, and the follow-up say.
    2. Ad CopyWrite Meta ad text a homeowner understands on the first read. Name the service, the offer, and the next step in plain words.
    3. Ad ImagesMake ad images from real finished work, with large text that names the service and reads on a phone. No stock photos, fake people, or fake damage.
    4. Video AdsMake short video ads with motion, captions, and on-screen text that names the service. Plan the script first, and never cut the music short.
    5. Landing PagesBuild one landing page per offer. It repeats the ad, shows the starting price or price range, has a call-tracking number, and has no pop-ups or timers.
    6. Meta Campaign Setup and TestingSet up a Meta lead campaign the business owns, aimed at the area it serves, with enough different ads live to find a winner.
    7. OptimizationCheck every ad against the target cost per lead three times a week. Keep the winners, pause losing ads at the kill line, and refill the campaign.
    8. Lead Follow-up and BookingCall new leads within five minutes, follow up for a week, and confirm every appointment with a call the day before.

    If you run an agency

    Start with client communication, because you sign the client and set up the approval step before any ad runs. Then run the same eight jobs for each client.

    1. Client Communication (for agencies)For agencies: qualify the sales call, onboard with a launch checklist, run an approval step for every ad, and send short updates in plain words.
    2. OffersWrite one offer with a starting-at price, a price range, or a real job and what it cost. The offer decides what the ads, the page, and the follow-up say.
    3. Ad CopyWrite Meta ad text a homeowner understands on the first read. Name the service, the offer, and the next step in plain words.
    4. Ad ImagesMake ad images from real finished work, with large text that names the service and reads on a phone. No stock photos, fake people, or fake damage.
    5. Video AdsMake short video ads with motion, captions, and on-screen text that names the service. Plan the script first, and never cut the music short.
    6. Landing PagesBuild one landing page per offer. It repeats the ad, shows the starting price or price range, has a call-tracking number, and has no pop-ups or timers.
    7. Meta Campaign Setup and TestingSet up a Meta lead campaign the business owns, aimed at the area it serves, with enough different ads live to find a winner.
    8. OptimizationCheck every ad against the target cost per lead three times a week. Keep the winners, pause losing ads at the kill line, and refill the campaign.
    9. Lead Follow-up and BookingCall new leads within five minutes, follow up for a week, and confirm every appointment with a call the day before.

    The nine jobs

    Each job has a short intro, its principles, and an agent playbook. Every job follows the ground rules.

    Make the offer and the ads

    1. Job 1, 10 principlesOffersWrite one offer with a starting-at price, a price range, or a real job and what it cost. The offer decides what the ads, the page, and the follow-up say.
    2. Job 2, 9 principlesAd CopyWrite Meta ad text a homeowner understands on the first read. Name the service, the offer, and the next step in plain words.
    3. Job 3, 10 principlesAd ImagesMake ad images from real finished work, with large text that names the service and reads on a phone. No stock photos, fake people, or fake damage.
    4. Job 4, 9 principlesVideo AdsMake short video ads with motion, captions, and on-screen text that names the service. Plan the script first, and never cut the music short.

    Launch and optimize

    1. Job 5, 9 principlesLanding PagesBuild one landing page per offer. It repeats the ad, shows the starting price or price range, has a call-tracking number, and has no pop-ups or timers.
    2. Job 6, 10 principlesMeta Campaign Setup and TestingSet up a Meta lead campaign the business owns, aimed at the area it serves, with enough different ads live to find a winner.
    3. Job 7, 11 principlesOptimizationCheck every ad against the target cost per lead three times a week. Keep the winners, pause losing ads at the kill line, and refill the campaign.

    Book and report

    1. Job 8, 10 principlesLead Follow-up and BookingCall new leads within five minutes, follow up for a week, and confirm every appointment with a call the day before.
    2. Job 9, 11 principlesClient Communication (for agencies)For agencies: qualify the sales call, onboard with a launch checklist, run an approval step for every ad, and send short updates in plain words.
    Every job, 12 principlesGround rulesThe rules every job follows: plain words, honest claims, no fake urgency, no fake people or photos, no financing in Meta ads, and no long dashes.

    Use with your AI

    You can use this playbook with Claude, ChatGPT, Cursor, or another AI tool. Give your AI the playbook one of these three ways, then paste a starter prompt.

    1. Download AGENTS.mdPut it in your project folder. Cursor reads an AGENTS.md file in the project folder on its own. Other agents, such as Claude Code, read it when you tell them to. In Claude or ChatGPT, attach it to the chat or add it to a project.Download AGENTS.md
    2. Point your AI at the indexIf your AI can read web pages, give it this address and ask it to follow the playbook.https://byminyona.com/brain/llms.txt
    3. Paste the full playbookOpen the whole playbook as one Markdown file, select all, and paste it into the chat before your request.Open playbook.md

    Starter prompts

    Replace the words in angle brackets with your own. Each prompt starts with the playbook's address. If your AI cannot open links, paste the job page's principles into the chat too.

    • Offers

      Read https://byminyona.com/brain/playbook.md first and follow its Offers and Ad Copy rules and its ground rules. Create a roofing offer and 5 Meta ads for <city>. Use one of the three offer models in the Offers job: a starting-at price, a price report, or a price report with no salesperson in the home for that step. Pick the model that matches how the business really prices. A recent real job it can show is <house type and size, town, exact work and materials, what that job cost, the photos, and whether the homeowner gave permission, or none>. Its real starting price for a full roof replacement on a typical home is <starting price>, it <can or cannot> text a price range from satellite roof measurements, and it serves these zip codes: <zip codes>.

    • Ad Copy

      Read https://byminyona.com/brain/playbook.md first and follow its Ad Copy rules and its ground rules. Write 6 headlines and 3 primary texts for a <service> offer in <city>. The offer is <offer, such as a starting-at price or a price range by text>. A recent real job the ads can show is <house type and size, town, exact work and materials, and what that job cost, or none>.

    • Ad Images

      Read https://byminyona.com/brain/playbook.md first and follow its Ad Images rules and its ground rules. Plan 8 Meta ad images for a <service> offer in <city>. Use my real photos in <photo folder> first, and write the on-image text for each. A recent real job to show is <house type and size, town, exact work, what that job cost, and the folder with its photos, or none>.

    • Video Ads

      Read https://byminyona.com/brain/playbook.md first and follow its Video Ads rules and its ground rules. Write a 30-second video ad script for <service> in <city>, with the on-screen text and the spoken words for every shot. The offer is <offer, such as a starting-at price or a price range by text>.

    • Landing Pages

      Read https://byminyona.com/brain/playbook.md first and follow its Landing Pages rules and its ground rules. Write a landing page for <service> in <city> with a call-tracking number. The offer is <offer>. No pop-ups or countdown timers.

    • Meta Campaign Setup and Testing

      Read https://byminyona.com/brain/playbook.md first and follow its Meta Campaign Setup and Testing rules and its ground rules. Plan a Meta lead campaign test for <offer> in <zip codes> with a <target cost per lead> target cost per lead and a <daily budget> daily budget.

    • Optimization

      Read https://byminyona.com/brain/playbook.md first and follow its Optimization rules and its ground rules. Review these ad results and tell me which ads to pause using the kill lines. My target cost per lead is <target cost per lead> and my daily budget is <daily budget>. Results: <paste the last 7 days of spend and leads per ad>

    • Lead Follow-up and Booking

      Read https://byminyona.com/brain/playbook.md first and follow its Lead Follow-up and Booking rules and its ground rules. Write a 5-touch follow-up sequence for new <service> leads who asked for <offer>. Include the first text, call notes, a booking confirmation, a call script for the day before, and a reminder two hours before.

    • Client Communication (for agencies)

      Read https://byminyona.com/brain/playbook.md first and follow its Client Communication rules and its ground rules. Write a weekly update for my client, a <trade> company in <city>, about their Meta lead ads. Results: <paste leads, cost per lead, and booked appointments>. Use plain words.

    Explore the connections

    Each dot is a job or the ground rules. A line means one job feeds another. Choose a dot to read its summary.

    How this page is made

    I wrote this playbook by hand from my agency's private notes, as principles any contractor or agency can use. Client names, people, prices, and IDs are taken out. The page is not connected to those notes, so it does not change when they change. It changes only when I edit it.