# My Business Brain > A playbook for running Meta lead ads for home-service contractors and the agencies that serve them. It covers offers, ad copy, ad images, video ads, landing pages, campaign setup and testing, optimization, lead follow-up and booking, and client communication. It does not depend on any one CRM or landing page builder. Web version: https://byminyona.com/brain/ ## How to use this playbook - Read the ground rules first. They apply to every job. - Find the job that matches the task. Follow its principles, then run its agent playbook step by step. - Ask for any input the playbook needs that you do not have. Mark missing facts as unknown instead of guessing. - Hand back the final output the job lists, in the order it lists it. - Check every draft against the ground rules before you return it. ## Ground rules These rules apply to every ad, page, message, and file in the playbook, whether a person or an AI writes it. Check every draft against them before it goes to the approval step. ### Principles #### 1. Write in plain words a homeowner understands. - Why: Homeowners do not know trade terms or marketing terms. Words they do not know make them stop reading. - How to apply: Describe what the homeowner can see instead of naming the part. Spell out every abbreviation. If they would not say it at dinner, use other words. - Good example: Water stains on the ceiling under the bathroom. - Bad example: Signs of a failed wax ring and subfloor rot. #### 2. Write complete sentences with one fact each. - Why: Short, complete sentences are easy to read on a phone and hard to misread. - How to apply: Give each fact its own sentence. Use literal nouns: the page, the form, the calendar, the ads. - Good example: We text you a price range for your home. Then you pick a time for us to confirm it in person. - Bad example: Price by text, visit optional, totally up to you, no pressure ever. #### 3. Never use long dashes. - Why: A long dash joins two thoughts that should be two sentences. Many readers also see it as a sign of text written by a machine. - How to apply: Use a period or a comma. Check every draft for the long dash and the medium dash before it ships. - Good example: We text you a price range. Nobody comes to your house for this step. - Bad example: A sentence that joins the price and the visit with a long dash in the middle. #### 4. No slogans, puns, riddles, or cute lines. - Why: Cute lines make the reader work to find the offer. In my agency's ads, plain lines get more leads. - How to apply: Read every draft out loud. If a line sounds clever, rewrite it plainer. - Good example: Get a price range for a new bathtub before anyone comes to your house. - Bad example: Tub-ular savings are waiting for you. #### 5. Never invent a price, a review, a guarantee, a person, or proof. - Why: One made-up claim can get the ad rejected and the business in trouble. It also loses the homeowner the moment they find out. - How to apply: Use only facts the business owner confirmed. If a fact is missing, ask, or leave it out and mark it unknown. A job shown as proof is a real job, with its own photos and its real price. Never round that price down, and never use another company's photos. - Good example: The draft says the price is unknown and asks the owner for it. - Bad example: The draft makes up a price and a five-star review count to fill the gap. #### 6. No fake urgency, countdown timers, or pop-ups. - Why: Fake deadlines and pop-ups make a business look like a scam. People who feel pushed leave. - How to apply: Use a deadline only when it is real, with the date written out. Keep pop-ups, exit pop-ups, and timers off every page. - Good example: This starting price is good through March 31. - Bad example: Only two spots left today, with a timer that never runs out. #### 7. Never show fake people, fake crews, or fake damage. - Why: A made-up person or made-up damage is a lie a homeowner can catch, and Meta rejects misleading ads. - How to apply: Show real people only in real photos, with their permission. Show real work and real damage, or use plain graphics. - Good example: A real photo of the owner on a real finished project, used with permission. - Bad example: An image generator's picture of a crew that does not exist. #### 8. Keep financing language out of Meta ads. - Why: Meta treats loans and payment plans as a special category and rejects or limits ads that mention them. - How to apply: Leave out no payments, monthly payments, interest rates, and loans. Explain financing on the landing page or on the phone. - Good example: The ad names the starting price. The landing page mentions that financing is available. - Bad example: The ad says no money down and zero interest for a year. #### 9. Say leads for what the ads produce, and say the business runs its own ads. - Why: The business runs ads on its own ad account and pays Meta directly. Writing as if someone sells it a list of names makes the leads sound shared with five other companies. - How to apply: Call what the ads produce leads. Call a booked visit an appointment. Never write as if anyone sells leads to the business. - Good example: Your ads run on your own ad account, and every lead is yours. - Bad example: Get 50 exclusive roofing leads a month delivered to your inbox. #### 10. Look up platform facts in the official help pages. - Why: Ad platforms change their settings and rules often. A guess about a setting can break a campaign. - How to apply: Check the platform's own help pages or the live product. If you cannot confirm a fact, say it is unknown. - Good example: The agent checks Meta's help pages for the current special ad category rules before writing financing copy. - Bad example: The agent states a setting from memory, and the setting was renamed last year. #### 11. Check the real thing before you say it works. - Why: A setting that says it should work is not proof that it works. Only a real test shows what a homeowner will see. - How to apply: Send a real test lead, open the real page on a phone, and look at the real ad in the ad account. Then delete the test lead. - Good example: The test lead arrives in the CRM, the alert text arrives, and the test lead is deleted. - Bad example: The form settings look right, so the campaign launches without a test. #### 12. Get the business owner's approval before anything new runs. - Why: The owner knows the business. An approval step catches wrong claims before money is spent. - How to apply: Send every new ad, page, and message template for approval in the form it will run. Change nothing the owner approved without asking again. - Good example: The revised headline goes back to the owner before it replaces the approved one. - Bad example: An approved ad's starting price is changed after approval, and the owner finds out from a homeowner. ## Offers Write 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. An offer is what a homeowner gets, what it costs, and what they do next. Every ad, landing page, and follow-up call in this playbook points back to it. Write it down first, and change it only on purpose. Page: https://byminyona.com/brain/offers/ ### Principles #### 1. Give the offer a real price, as a starting-at price or a price range. - Why: A homeowner wants an idea of the cost before they give out a phone number. A home-service job costs a different amount on every home, because the cost depends on the size of the home, how steep the roof is, how hard the job is, and the materials. A starting-at price or a likely range is honest, and it screens out people who cannot afford the work. - How to apply: Use one of three models. One: a starting-at price for a defined job on a typical home, such as full roof replacements starting at $X, where $X is the business's real starting price, with the final price confirmed in person after the roof is measured. Two: a price report, where the homeowner answers a few questions or enters their address and gets a likely price range for their own home by text or email, for example from satellite roof measurements, and the price is confirmed in person. Three: a price report framed honestly, such as no salesperson in your home for this step, just a price, and then we confirm it in person before your final price. Never offer a fake discount, and never make a free estimate the whole offer. - Good example: Full roof replacements starting at $X on a typical home. Your final price depends on the size of your roof, and we confirm it with you in person. - Bad example: Every new roof costs the same, whatever the size, plus a free estimate. The price falls apart the moment someone measures a larger or steeper roof, and every competitor already offers a free estimate. #### 2. Show a real finished job and what that job cost. - Why: A real job is proof the business does the work, and its price is an anchor for a similar home. It sets expectations without promising a flat rate. Homeowners compare the house in the ad with their own house and judge whether theirs is bigger, smaller, or harder. - How to apply: Pick a recent real job. Name the house type and size, the town or area, the exact work and materials, and what that job cost. Say plainly that their price depends on their home and is confirmed in person. Get the homeowner's written permission to use the photos and the town. Use only real jobs with real photos and real prices. Never invent a job, a photo, or a price, never round a price down to look better, and never borrow another company's photos. Swap in newer jobs as they finish. - Good example: This 2,400-square-foot ranch in [town] got a full tear-off and new architectural shingles for $X. Your price depends on your home, and we confirm it in person. - Bad example: A roof photo copied from another company's website, with a price rounded down to look cheaper. The job never happened, and a homeowner who finds the real photo stops trusting every ad. #### 3. Write the offer in one sentence before anyone makes an ad. - Why: Writers and designers who guess the offer make ads that promise something the page does not. When the ad and the page disagree, the homeowner leaves. - How to apply: Write who it is for, what they get, the starting price or how the price range is made, how the final price is confirmed, and the next step in one sentence. Save it with the date where every writer, designer, and AI tool can read it. - Good example: Homeowners in our zip codes answer a few questions, get a likely price range for new windows in their own home by text, and then we confirm the price in person. - Bad example: Roofing special with the best prices in town. Nobody can tell what is for sale or what to do next. #### 4. Build the offer from the live landing page, not from an old winning ad. - Why: Landing pages change. An old headline can describe a price or a promise the business no longer offers. - How to apply: Open the page the ads will send people to. Write down what it promises and what happens after the form. If the page and the offer disagree, fix one of them before you make ads. - Good example: The writer opens the page, sees that it now sends a price range by text, and drops the old starting price from the drafts. - Bad example: The writer copies last spring's winning headline, which names a starting price the page no longer shows. #### 5. Run one offer per campaign. - Why: Two offers in one campaign split the budget and make the results impossible to read. Ads for one offer also send people to the wrong page. - How to apply: Give each offer its own campaign, its own ads, and its own landing page. A seasonal promotion gets a new campaign and leaves the everyday campaign alone. - Good example: A window company runs its price report in one campaign and its fall promotion in a second campaign with its own page. - Bad example: The fall promotion ads go into the everyday campaign and send people to the everyday page. #### 6. List the words the ads may use and the words they may not. - Why: A short word list keeps every writer and every AI tool on the same promise. It stops one ad from promising a starting price while another promises a price by text. - How to apply: Write three to six phrases that describe this offer. Then write the phrases that belong to a different offer, and ban them. Say no salesperson in your home only when the price really reaches the homeowner before any visit. - Good example: For a starting-at siding offer. Allowed: starting at, new siding, typical home. Banned: price by text, no salesperson in your home, because the price is confirmed at a visit. - Bad example: There is no list, so one ad says nobody will come to your home, and the page books a visit to give the price. #### 7. Use only claims the business owner confirmed. - Why: A made-up claim gets the ad rejected, gets the business in trouble, or loses the lead the moment the homeowner calls. Trust is the whole sale. - How to apply: Ask the owner to confirm each warranty, certification, discount, and guarantee in writing. Put the confirmed claims on the offer sheet. Leave every other claim out. - Good example: The ad mentions the manufacturer warranty, because the owner confirmed in writing that the shingles come with it. - Bad example: The ad says lifetime guarantee because it sounds strong. Nobody asked the owner. #### 8. Keep financing out of the Meta ads. - Why: Meta treats ads about loans and payment plans as a special ad category, which limits who can see them. It rejects ads that mention financing without that category. - How to apply: Leave out no payments, monthly payments, interest rates, and loans. If the business offers financing, explain it on the landing page or on the phone. - Good example: The ad names the starting price of a bath remodel. A line on the landing page says financing is available. - Bad example: The ad says no money down and low monthly payments, and Meta rejects it. #### 9. Set the target cost per lead together with the offer. - Why: Every ad is judged against the target cost per lead later. A campaign that launches without one gets judged on feelings. - How to apply: Start from the average sale and how many leads the business turns into sales. Pick the most the business can pay for a lead and still make a good profit. A price report usually gets cheaper leads than a starting-at offer, and fewer of them book, so set a target for each offer. Write the target and the math next to the offer. - Good example: A bath remodeler closes about one lead in ten, so the target is set where ten leads cost well under the profit from one remodel. - Bad example: The campaign launches with no target, and the owner decides each week whether the ads feel expensive. #### 10. Change the offer only on purpose, and update everything that depends on it. - Why: When the offer changes and the ads do not, the ads promise something the page no longer delivers. - How to apply: When the price or the page changes, update the offer sheet first. Then pause or rewrite every ad that names the old offer. - Good example: The starting price goes up in spring. The offer sheet changes the same day, and every ad that named the old starting price is paused. - Bad example: The page shows a new starting price for a month while the ads still promise the old one. ### Agent playbook 1. Collect the facts about the business. - Inputs: The service, the service area as a list of zip codes, how the business prices the job, what makes the price go up, the claims the owner confirmed in writing, and any recent real jobs with their size, scope, materials, cost, photos, and the homeowner's permission. - Output: A fact list. Anything missing is marked unknown, with a question for the owner. 2. Read the landing page. - Inputs: The landing page the ads will use. - Output: What the page promises, what the form asks, and what happens after the form. 3. Pick the offer model. - Inputs: The fact list and the landing page notes. - Output: One model. A starting-at price for a defined job on a typical home, a price report that sends a likely range for the homeowner's own home by text or email, or a price report with no salesperson in the home for that step. In every model the final price is confirmed in person. A real finished job and what it cost can go with any model, if the homeowner gave permission. 4. Write the offer in one sentence. - Inputs: The model, the fact list, and the landing page notes. - Output: One sentence that names who it is for, what they get, the starting price or how the range is made, how the final price is confirmed, and the next step. 5. Write the allowed and banned phrases. - Inputs: The offer sentence. - Output: Three to six allowed phrases and a list of banned phrases. 6. List the confirmed claims. - Inputs: The owner's written confirmations. - Output: The claims the ads may make. Every other claim is banned. 7. Set the target cost per lead. - Inputs: The average sale, the share of leads that become sales, and the profit on one sale. - Output: One target cost per lead, with the math written out. 8. Check the offer sheet against the ground rules. - Inputs: The draft offer sheet and the ground rules. - Output: A finished offer sheet with today's date, ready for writers and designers. It never promises the same price on every home for a job that varies. It has no fake discount, and a free estimate is never the whole offer. Final output: - The offer in one sentence - The offer model - The starting price, or how the price range is made - The service area as zip codes - Allowed phrases and banned phrases - Confirmed claims - Real jobs the ads may show, each with the house, the size, the town, the work, the materials, the cost, the photos, and the permission - The target cost per lead and its math - The landing page and the date ### Starter prompt ```text 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 . 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 . Its real starting price for a full roof replacement on a typical home is , it text a price range from satellite roof measurements, and it serves these zip codes: . ``` ## Ad Copy Write Meta ad text a homeowner understands on the first read. Name the service, the offer, and the next step in plain words. Ad copy is the headline and the primary text that run with the image or video. On a phone, people read one line and decide whether to keep going. In my agency's ads, plain words that name the offer get more leads than clever words. Page: https://byminyona.com/brain/ad-copy/ ### Principles #### 1. Name the service and the offer in every headline. - Why: A headline that does not say what is for sale gets scrolled past, or it gets clicks from people who wanted something else. - How to apply: Put the service and the offer in each headline. Write six headlines that each take a different angle. Six versions of one line with a few words swapped count as one headline. - Good example: Get a price range for your new roof before anyone visits. - Bad example: Your home deserves better. It names no service and no offer. #### 2. Open the primary text with something the homeowner already feels. - Why: Most people read only the first line. A line that names a worry they already have makes them read the second line. - How to apply: Name one worry or doubt in the homeowner's own words. A plain line about cost works well, such as here is what a new roof should cost you in . Put the offer on the second line, never the first. - Good example: Most people have no idea what a new roof should cost until a salesperson is sitting at their kitchen table. - Bad example: We are a family-owned roofing company with years of experience. Nobody stops scrolling for that. #### 3. Use words a homeowner would say at dinner. - Why: Trade words make a reader feel lost. People who feel lost do not fill out forms. - How to apply: Describe what the homeowner can see instead of naming the part. Spell out every abbreviation. - Good example: Shingles that look wavy or lift at the edges. - Bad example: Granule loss and curling across the field shingles. #### 4. Write one sentence per line, with a blank line between lines. - Why: A block of text on a phone looks like work. Short lines with space between them get read. - How to apply: Break after every sentence. Paste the copy into the ad and check the preview, because some tools remove blank lines. - Good example: Each sentence sits on its own line, with an empty line under it, all the way down the post. - Bad example: Six sentences run together in one paragraph that fills the whole phone screen. #### 5. Walk from the problem to the offer to the next step. - Why: A homeowner needs to know why to act, what they get, and how it works before they fill out a form. - How to apply: Write the problem, then the offer, then how it works, then answers to the usual worries, then the next step. Long text is fine when every sentence earns its place. - Good example: The text names the worry, says a likely price range comes by text, explains the few questions, says the price is confirmed in person, and ends with the next step. - Bad example: The text lists five services the company offers and ends with call us. #### 6. Tell the story of one real job and what it cost. - Why: A real job reads like news from down the street, not like a sales pitch. The house, the work, and the price let the homeowner picture their own home next to it. - How to apply: Name the house type and size, the town or area, the exact work and materials, and what that job cost, where $X in these examples stands for that job's real price. Then say your price depends on your home and is confirmed in person. Use only a real job from the offer sheet, with its real photos and its real price. Never invent a job, a photo, or a price, never round a price down to look better, and never borrow another company's photos. - Good example: This 1,800-square-foot two-story in [town] got a new furnace and central air system for $X. Your price depends on your home, and we confirm it in person. - Bad example: We just finished a beautiful home in your area for less than you would think. It names no house, no work, and no price, so it proves nothing. #### 7. End with a call to action that says what the homeowner does. - Why: A vague ending leaves the reader unsure what happens when they tap. Unsure people do not tap. - How to apply: Say the action and what happens after it. Match the ad's button to the offer, such as Get Quote for a price. - Good example: Tap the button and answer a few quick questions about your windows to get your price range. - Bad example: Let us help you with your next project. #### 8. Talk to the homeowner as you. - Why: Copy written about homeowners reads like a report. Copy written to you reads like a person talking. - How to apply: Use you and your. Never call the reader homeowners or they. - Good example: You will get a price range by text before anyone calls you. - Bad example: Homeowners will receive pricing information after submission. #### 9. Never use financing words, invented claims, or made-up deadlines. - Why: Meta rejects financing language. Invented claims and fake deadlines cost the business the homeowner's trust. - How to apply: Check every draft against the banned phrases on the offer sheet and the ground rules before it goes to the approval step. Say no salesperson in your home only on a price report, where the price really comes before any visit. - Good example: This starting price is good through October 31. That is true, because the promotion ends on that date. - Bad example: Only three spots left this week, half off, with low monthly payments. The deadline and the discount are made up, and Meta rejects the payments line. ### Agent playbook 1. Read the offer sheet and the landing page. - Inputs: The offer sheet and the landing page. - Output: The offer, the allowed and banned phrases, the real jobs the ads may show with what each one cost, and the next step the page asks for. 2. List the homeowner's worries. - Inputs: The service and the offer. - Output: Five worries or doubts, each written the way a homeowner would say it. 3. Write six headlines. - Inputs: The offer and the allowed phrases. - Output: Six headlines of about 40 characters or fewer, each naming the service, each a different angle. 4. Write the primary texts. - Inputs: One worry per text, the offer, and the next step. - Output: Three primary texts. Each opens on a worry, names the offer on line two, puts one sentence per line, and ends with the call to action. 5. Write one short version. - Inputs: The strongest primary text. - Output: A primary text of three to five lines for placements that cut long text. 6. Pick the button. - Inputs: The offer. - Output: One call to action button, such as Get Quote for a price or Learn More for a price page. 7. Check every draft. - Inputs: The drafts, the banned phrases, and the ground rules. - Output: Final drafts with no banned phrases, no financing words, no invented claims, and no long dashes. Final output: - Six headlines - Three primary texts - One short primary text - One description line - The call to action button - Which image or video each text is written for ### Starter prompt ```text 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 offer in . The offer is . A recent real job the ads can show is . ``` ## Ad Images Make 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. Many people look at the image and never read the copy. The image has to show the right trade and say what is on offer in one glance. Real photos of real work do that better than anything an image generator invents. Page: https://byminyona.com/brain/ad-images/ ### Principles #### 1. Use the business's real photos of finished work first. - Why: Real photos show a real company. Homeowners can tell a stock photo, and stock makes the ad look like every other ad. - How to apply: Collect finished-work photos from the business's website and Google Business Profile. Put two or three plain real photos with no text in every ad set. - Good example: A phone photo of a finished roof on a real customer's house, with no text on it. - Bad example: A stock photo of a smiling worker in a spotless hard hat. #### 2. Show the real job the ad names, with that job's price. - Why: A photo of the exact job proves the job happened. A stock, generated, or staged photo next to a real price makes the price look made up too. - How to apply: Use real before and after photos or finished photos of that exact job, taken by the business, with the homeowner's permission. Put the work and that job's price on the image, where $X in these examples stands for that job's real price. Use only real jobs with real photos and real prices. Never invent a job, a photo, or a price, never round a price down to look better, and never pass off stock, generated, staged, or another company's photos as the job. - Good example: A before and after of the same house, with the words New siding on this ranch in [town], $X, on a dark band across the bottom. - Bad example: A generated picture of a spotless bathroom with the words This bath remodel cost $X. The bathroom does not exist, so the price means nothing. #### 3. Put text on the image that names the service and the offer. - Why: Text that names the service tells a scrolling homeowner in one glance whether the ad is for them. - How to apply: Write who it is for, what they get, and the next step in a few words. Leave the rest to the copy. - Good example: Your new roof price range, texted to you. Answer a few questions. - Bad example: Transform your home today. #### 4. Make the on-image text easy to read on a phone. - Why: Most people see the ad on a small screen. Small or faint text there is the same as no text. - How to apply: Use large type and strong contrast. Put a solid band behind the text when the photo is busy. Look at every image at phone size before you send it. - Good example: White text on a dark band across the bottom third, readable at arm's length. - Bad example: Thin grey letters over a busy photo of a roof. #### 5. Never show fake people or fake damage. - Why: A made-up owner, crew, or storm damage is a lie the homeowner can catch. Meta also rejects ads it finds misleading. - How to apply: Show a person only in a real photo, with their permission. Run a storm offer only after a real storm hit the service area. Use a news-style graphic or a grid of real photos instead of invented hail dents. - Good example: A grid of four real photos of roofs the business replaced after last year's storm. - Bad example: An image generator's picture of a smiling owner who does not exist, next to a roof with invented hail holes. #### 6. Match the image to the offer and the trade. - Why: A roofing offer with a picture of a kitchen confuses people, and confused people scroll on. - How to apply: A roof campaign shows roofs. Show what the homeowner gets. If the offer is a price range sent by text, show a phone with a price range on it. - Good example: A window price report offer shows a phone with a price range on screen. - Bad example: The same window offer shows a tape measure, which suggests someone will come out to measure. #### 7. Show homes that look like the buyer can afford the work. - Why: People picture their own house in the ad. A run-down house tells them the ad is for someone else. - How to apply: Pick tidy, ordinary homes in good shape. A worried homeowner is fine. A falling-down house is not. - Good example: A tidy two-story home with a new roof and a trimmed lawn. - Bad example: A sagging porch with a blue tarp on the roof. #### 8. Leave the business name and logo off the image. - Why: Meta already shows the Page name and picture above every ad. Repeating them takes space the offer needs. - How to apply: Use the space for the offer. Never invent a logo for a business. - Good example: The image shows the finished bathroom and the starting price of a bath remodel in large type. - Bad example: Half the image is a logo, and the offer is in small type in a corner. #### 9. Make each new image a new idea. - Why: A new crop or new colours on the same picture tests nothing. Meta also treats ads that look alike as one ad, so they compete for the same people. - How to apply: Change the subject, the angle, or the reason the ad should win. Mix images that look like a phone photo with images that look polished. - Good example: One real photo, one text-only image, one before and after, and one phone showing a price range, all in one batch. - Bad example: Four copies of the same roof photo with different colour filters. #### 10. Check every image at full size before anyone sees it. - Why: Image generators bend straight lines, misspell words, and add things that were never asked for. One flaw makes the whole ad look fake. - How to apply: Open each image at full size. Check the spelling, straight lines, the right trade, and anything that looks fake. Make it again if anything is off. - Good example: The reviewer sees wavy shingle rows at full size and makes the image again before the approval step. - Bad example: The image goes to the client at thumbnail size, and the client finds the misspelled word. ### Agent playbook 1. Read the offer sheet. - Inputs: The offer sheet. - Output: The offer, the trade, and the allowed phrases for on-image text. 2. Collect real photos. - Inputs: The business's website and Google Business Profile. - Output: A folder of finished-work photos, best first, with stock and decorative photos left out. Photos of each real job the ads may show sit in their own folder with that job's cost and the homeowner's permission. 3. Plan the batch. - Inputs: The offer and the photo folder. - Output: A list of six to ten images. For each: real photo or new idea, phone-style or polished, and the on-image text. 4. Make the images. - Inputs: The plan, the photos, and your image generator. - Output: Images at 4:5 for single image ads and 1:1 for carousel cards. Leave the platform's name out of every image prompt, because generators paint its logo into the picture. 5. Check each image at full size. - Inputs: The images. - Output: Pass or fail for each image, with the reason. Every failed image is made again. 6. Pair each image with its copy. - Inputs: The passing images and the ad copy. - Output: Finished ads, each one image with the exact copy that will run beside it, ready for the approval step. Final output: - Six to ten images at 4:5 - Two or three plain real photos with no text - The on-image text for each image - The copy each image is paired with - One line on why each image might win ### Starter prompt ```text 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 offer in . Use my real photos in first, and write the on-image text for each. A recent real job to show is . ``` ## Video Ads Make short video ads with motion, captions, and on-screen text that names the service. Plan the script first, and never cut the music short. Most people watch video ads with the sound off and decide in the first two seconds. The text on screen has to say what is on offer, and the sound has to be clean for the people who turn it on. Page: https://byminyona.com/brain/video-ads/ ### Principles #### 1. Put on-screen text that names the service in the first two seconds. - Why: Most people watch with the sound off. If the first seconds do not say what the ad is about, they scroll. - How to apply: Show the service and the offer as text from the first second, and keep a version of it on screen. End on a card that names the offer and the next step. - Good example: The first frame says Bath remodel price range, texted to you, over real footage of a finished bathroom. - Bad example: A slow drone shot of a house with no words until the last second. #### 2. Use the full music track, and never chop it. - Why: A song cut off in the middle of a line sounds broken and makes the business look careless. People notice a bad edit before they notice the offer. - How to apply: Pick a track that fits the length, or make one at the right length with an AI music tool. Let it play from start to finish. Cut the pictures to the music, not the music to the pictures. - Good example: A 30-second track plays from its first note to its last note, and the cuts land on the beat. - Bad example: A two-minute song is cut off after 30 seconds in the middle of a word. #### 3. Show song lyrics on screen word for word. - Why: Lyrics on screen that do not match the singing look like a mistake. People who watch with the sound off still read the offer in the lyrics. - How to apply: Write the lyrics around the offer in plain words before you make the song. Put every sung line on screen exactly as it is sung. - Good example: The singer sings get your roof quote by text, and the screen shows those exact words. - Bad example: The screen shows a shorter, different line than the one being sung. #### 4. Plan the script and the format before you make anything. - Why: A video made without a script drifts away from the offer, and fixing it later costs more than writing it first. - How to apply: Pick one format: a short scripted video, real footage with a voiceover, or a captioned slideshow of real photos. Write every line and every shot before you open an editor. - Good example: A script with seconds, shots, on-screen text, and spoken words for each line, approved before filming. - Bad example: A pile of footage edited together, with the offer added at the end as an afterthought. #### 5. Use motion, and change the shot often. - Why: Still photos under a voice look like a slideshow from a meeting. Movement holds attention. - How to apply: Change the shot every one to two seconds. Use real footage of the work when you have it. Add slow movement to still photos when you do not. - Good example: Footage of a crew working, a close shot of new shingles, a wide shot of the finished house, each about two seconds long. - Bad example: Three still photos, each on screen for ten seconds, under a voiceover. #### 6. Keep every photo and video in its original shape. - Why: A stretched photo makes a house look wrong and the business look careless. - How to apply: Crop the photo, or place it on a plain background. Never stretch or squash it to fill a tall frame. - Good example: A wide photo sits in the middle of the tall frame with a dark background above and below. - Bad example: A wide photo stretched tall, so the house looks thin. #### 7. Put captions on every spoken word. - Why: People who watch with the sound off miss the offer without captions. - How to apply: Add captions that match the spoken words exactly. Check them against the script. - Good example: Every word the speaker says appears on screen as they say it. - Bad example: Captions that skip words or say something the speaker did not say. #### 8. Make speakers sound like a neighbor sharing good news. - Why: A sales voice makes people tune out. A relieved homeowner sounds believable. - How to apply: Write the lines in a homeowner's words. Say starting at before a starting price, and write the price in words the way a person says it out loud. Film a speaker on the ground near the finished work, never on a roof. - Good example: We got a price range for our roof before anyone came over, and it was less than we feared. - Bad example: Act now for unbeatable savings on premium roofing systems. #### 9. Watch and listen to the whole file before anyone else sees it. - Why: One wrong word, a glitch, or a cut-off note makes the business look careless. - How to apply: Play every finished video from start to end with the sound on. If one word is wrong, make the take again. Do not send it with an apology. - Good example: The editor hears a mispronounced street name and records the line again before the approval step. - Bad example: The video goes to the client with a note that says ignore the part where the voice glitches. ### Agent playbook 1. Read the offer sheet. - Inputs: The offer sheet. - Output: The offer, the allowed phrases, and the banned phrases. 2. Pick the format and the length. - Inputs: The offer and the footage or photos you have. - Output: One format and a length of 15 to 30 seconds, made at 9:16 with a 4:5 version. 3. Write the script. - Inputs: The offer and one homeowner worry. - Output: A script with one row per shot: the seconds, what is on screen, the on-screen text, and the spoken or sung words. 4. Choose the music. - Inputs: The script and its length. - Output: One track that fits the length and plays in full, made with an AI music tool or licensed for ads. If it has lyrics, they name the offer. 5. Gather the footage and photos. - Inputs: The business's real footage and photos. - Output: Shots for every row of the script, each in its original shape. 6. Edit the video. - Inputs: The script, the music, and the shots. - Output: A cut that changes shot every one to two seconds, names the service on screen from the first second, has captions, and ends on the offer card. 7. Check the finished file. - Inputs: The video and the script. - Output: Pass or fail. The video passes only if every word matches the script and the music plays in full. Final output: - The script with timing - The on-screen text for each shot - Captions that match the spoken words - The music track, used in full - The end card text - Final files at 9:16 and 4:5 ### Starter prompt ```text 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 in , with the on-screen text and the spoken words for every shot. The offer is . ``` ## Landing Pages Build 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. The landing page is where the ad's promise turns into a lead. Build it in any landing page builder. It has one job, which is to get the homeowner who clicked the ad to fill out the form or call. Page: https://byminyona.com/brain/landing-pages/ ### Principles #### 1. Make the page match the ad. - Why: A homeowner who tapped an ad for a roof price and lands on a general home page thinks they are in the wrong place, and they leave. - How to apply: Repeat the ad's offer in the page headline, in the same words and with the same price. Give each offer its own page. - Good example: The ad says get a price range for your new roof by text. The page headline says the same words and adds answer a few questions. - Bad example: The ad promises a price, and the page opens with a welcome message and a list of every service. #### 2. Show the starting price or the price range, and say how the final price is confirmed. - Why: The price is why they clicked. Hiding it feels like a trick. - How to apply: Put the starting price or the price range near the top, and say how the final price is confirmed. If the offer is a price report, say what is in the report, how it is made, and how fast it arrives. - Good example: The headline says full roof replacements starting at a stated price on a typical home. The line under it says your final price depends on your roof and is confirmed in person. - Bad example: Contact us for pricing. #### 3. Put a call-tracking number on the landing page. - Why: Many homeowners call instead of filling out the form. A tracking number counts those calls as leads from the ads, so the cost per lead is true. - How to apply: Use a call-tracking number on the ad landing page only. Keep the business's main number on its Google Business Profile, its website footer, and its site's structured data, because changing those hurts how the business shows up on Google. - Good example: The landing page shows a tracking number that forwards to the office. The Google profile keeps the main office number. - Bad example: The tracking number replaces the main number on the Google profile, and the business listing stops matching the website. #### 4. No pop-ups, countdown timers, or fake urgency. - Why: A pop-up covers the offer on a phone. A fake timer makes the page look like a scam. - How to apply: Leave pop-ups, exit pop-ups, chat windows that open by themselves, and timers off the page. Use an end date only for a real promotion, written as plain text. - Good example: This starting price is good through November 30. - Bad example: A countdown timer that starts again at 15 minutes every time the page loads. #### 5. Keep the form short, and say what happens next. - Why: Every extra question loses people. People who do not know what happens after they submit are afraid to submit. - How to apply: Ask for name, phone, email, the address, whether they own the home, and one or two questions about the project. Under the button, say what happens next and how fast. - Good example: After you submit, we text you a likely price range for your home. Then someone from our office calls to answer questions and set a time to confirm it. - Bad example: A 15-question form with no word about what happens after the button. #### 6. Write the page in plain words with one idea per section. - Why: A homeowner skims a page on a phone. Plain sections let them find the price, the steps, and the form fast. - How to apply: Use this order: the headline with the offer, what they get, how it works in three steps, real photos, real reviews, the form, and common questions. - Good example: How it works. 1. Answer a few questions about your home. 2. Get a likely price range by text. 3. Pick a time for us to measure and confirm your price. - Bad example: A long paragraph about the company's history before the offer appears. #### 7. Use real photos and real reviews only. - Why: Fake reviews and stock photos are easy to spot, and one fake detail makes the whole page look fake. - How to apply: Use the business's own finished-work photos. Quote reviews from the business's public review profiles, word for word. - Good example: Three real photos of finished roofs and three reviews copied word for word from the business's Google profile. - Bad example: Stock photos and reviews written by the marketing team. #### 8. Track every lead the page produces. - Why: Meta needs to know which clicks became leads so it can find more people like them. Without tracking, the ads learn nothing. - How to apply: Install the Meta pixel on the page, and connect the Conversions API so leads are counted even when a browser blocks tracking. Count the lead on the thank-you page or when the form is sent. - Good example: A test lead shows up in the CRM and as a lead in the ad account within minutes. - Bad example: The pixel is on the home page but not the landing page, so Meta sees clicks and no leads. #### 9. Make the page fast and easy to use on a phone. - Why: Almost every click from a Meta ad comes from a phone. A slow page loses people before it loads. - How to apply: Compress images, put the form or a button to the form near the top, and use large text and large buttons. - Good example: The page loads in about two seconds on a phone, and the first screen shows the offer and the button. - Bad example: A large video plays at the top, and the form is four screens down. ### Agent playbook 1. Read the offer sheet and the approved ads. - Inputs: The offer sheet and the ad copy. - Output: The offer, the starting price or how the price range is made, and the exact wording the ads use. 2. Outline the page. - Inputs: The offer. - Output: A list of sections in order: headline, what they get, how it works, photos, reviews, form, questions. 3. Write the copy. - Inputs: The outline, the offer sheet, and the ground rules. - Output: Full copy for every section in plain words, with the starting price or the price range near the top. 4. Write the form and the thank-you message. - Inputs: The offer and what happens after a lead comes in. - Output: The form fields, the button label, the line under the button, and the thank-you page text. 5. Build the page in your landing page builder. - Inputs: The copy, real photos, real reviews, and a call-tracking number. - Output: A live page with the tracking number, no pop-ups, and no timers. 6. Set up tracking. - Inputs: The live page and the ad account. - Output: The Meta pixel, the Conversions API, and the lead event, each confirmed working. 7. Send a test lead. - Inputs: The live page. - Output: Proof that the test lead reached the CRM with every field and that Meta counted it. Delete the test lead afterward. Final output: - The page outline - Full page copy - Form fields, button label, and thank-you text - Where the call-tracking number goes - The tracking checklist - The test lead result ### Starter prompt ```text Read https://byminyona.com/brain/playbook.md first and follow its Landing Pages rules and its ground rules. Write a landing page for in with a call-tracking number. The offer is . No pop-ups or countdown timers. ``` ## Meta Campaign Setup and Testing Set up a Meta lead campaign the business owns, aimed at the area it serves, with enough different ads live to find a winner. This job covers the ad account, the targeting, the budget, and the first test. It sends people to a landing page. If you use Meta's instant forms instead, pick the form type that asks people to review their answers, and ask the same questions as the landing page form. Instant form leads often cost less and book less often. Page: https://byminyona.com/brain/meta-campaign-setup/ ### Principles #### 1. The business owns its ad account, its Facebook Page, and its pixel. - Why: Whoever owns the account owns its history and its data. If an agency owns them, the business loses everything the day it leaves. - How to apply: The business opens its own ad account and pays Meta directly with its own card. An agency gets full access, not view-only access. Every lead belongs to the business. - Good example: The contractor's ad account is in the contractor's name, and the agency has full access to it. - Bad example: The ads run on the agency's account, so the contractor's results disappear when they switch agencies. #### 2. Target the exact area the business serves. - Why: A wide radius spends money on people the business will never drive to. A wrong list wastes the first week of budget. - How to apply: Get the list of zip codes from the owner in writing. Before you load it, check whether Meta requires the housing special ad category for this campaign, because Meta's help pages list housing repairs as an example. With no special category, load the zip codes. With the housing category, Meta blocks zip codes, so cover the same area with location pins at the smallest radius Meta allows. Never guess the list, and never target a whole state. - Good example: A roofer serves 41 zip codes around one city, and the campaign targets those 41 zip codes only. - Bad example: The campaign targets a 50-mile circle that includes a lake, a city the crew will not drive to, and a neighboring state. #### 3. Aim at the people who buy the work, then let Meta find them. - Why: Meta finds cheap leads well when it has a clear area and a clear goal. Narrow interest targeting usually makes leads cost more. - How to apply: Set the age range of the people who buy this work, when the campaign's special ad category allows it. Turn off audience expansion where Meta offers it. Use automatic placements. - Good example: A campaign with no special ad category targets ages 35 and up, the business's zip codes, automatic placements, and no interests. - Bad example: Five stacked interests, such as home improvement and gardening, that shrink the audience to a few thousand people. #### 4. Never change the offer, targeting, or budget on a live campaign to run a promotion. - Why: Big changes to a live campaign reset what Meta has learned. The campaign that was finding leads starts over. - How to apply: Give every new offer or promotion its own new campaign. Leave the everyday campaign alone. - Good example: Hail hits part of the service area. The storm offer launches as a new campaign for those zip codes, and the everyday campaign keeps its budget and its ads. - Bad example: The everyday campaign's offer, budget, and zip codes are all changed for a two-week sale. #### 5. Run enough ads at once to find a winner. - Why: One or two ads is not a test. Meta needs several options to find the ad that gets leads for the least money. - How to apply: Divide three days of budget by the target cost per lead, and round down. That is how many ads to keep live. - Good example: The daily budget is 300 dollars and the target cost per lead is 100 dollars. Three days of budget is 900 dollars, so the campaign runs nine ads. - Bad example: The campaign runs one ad, and when it does not work, the owner decides Meta ads do not work. #### 6. Test different ideas, not small tweaks. - Why: A new crop of the same picture tells you nothing. A different idea tells you what homeowners respond to. - How to apply: Make each ad in the test different in its angle, its image, or its format. Mix real photos, images with text, and video. - Good example: Nine ads: three real photos, three images with the starting price on them, two videos, and one carousel. - Bad example: Nine copies of one image with nine different headline colours. #### 7. Use ordinary ads that send people to the landing page. - Why: Workarounds break tracking or get the ad account flagged, and a flagged account stops all the ads. - How to apply: Use a standard ad with one approved image or video, the copy approved with it, the landing page, and a button that matches the offer. - Good example: A single image ad with the approved headline and primary text and a Get Quote button that opens the landing page. - Bad example: A boosted post with a link in the comments, so Meta cannot count the lead. #### 8. Name every campaign so anyone can tell what it is. - Why: Unclear names lead to someone changing or pausing the wrong campaign. - How to apply: Put the business, the service, the offer, and the launch date in the campaign name. An agency also adds its own name, and touches only campaigns with its name in them. - Good example: A name with the agency, roofing, price report, and the launch month. - Bad example: New campaign 3, copy, copy. #### 9. Prove the lead path with a test lead before launch. - Why: A broken form or a missing connection spends days of budget without anyone noticing. - How to apply: Submit a test lead. Confirm it reached the CRM with every field filled and that Meta counted it. Then delete the test lead so nobody calls it or pays for it. - Good example: The test lead lands in the CRM with the address and service filled in, shows up in the ad account, and is deleted. - Bad example: The campaign launches on Friday, and on Monday someone notices that no leads reached the CRM all weekend. #### 10. Say the ads are live only after Meta shows them active. - Why: Ads can sit in review or get rejected. Telling the owner they are live when they are not breaks trust. - How to apply: Check the campaign, the ad sets, and every ad in the ad account. Report the launch only when they all show as active. - Good example: The note to the owner goes out after every ad shows active in the ad account. - Bad example: The owner is told the ads are live while half of them are still in review. ### Agent playbook 1. Confirm ownership and access. - Inputs: The business's ad account, Facebook Page, and pixel. - Output: Confirmation that the business owns all three and that you have full access. 2. Collect the launch inputs. - Inputs: The offer sheet, the zip code list, the target cost per lead, the daily budget, and the approved ads. - Output: One launch sheet with every input. Anything missing is a question for the owner. 3. Work out the number of live ads. - Inputs: The daily budget and the target cost per lead. - Output: Three times the daily budget, divided by the target cost per lead, rounded down, with the math shown. 4. Build the campaign. - Inputs: The launch sheet. - Output: A paused campaign optimized for leads, with a clear name, the special ad category Meta requires, the zip codes or location pins, the age range where allowed, automatic placements, and the daily budget. 5. Add the ads. - Inputs: The approved images and videos with their copy, and the landing page. - Output: One ordinary ad per approved pair, with a button that matches the offer. 6. Send a test lead. - Inputs: The landing page and the CRM. - Output: Proof that the test lead arrived with every field and that Meta counted it. Delete the test lead afterward. 7. Launch and confirm. - Inputs: The paused campaign and the test result. - Output: A launch note with the date, the number of live ads, the budget, the target cost per lead, and the date of the first review. Final output: - The campaign name - The zip code list - The daily budget and the target cost per lead - The number of live ads and its math - Each ad with its image or video and its copy - The test lead result - The launch date and the first review date ### Starter prompt ```text 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 in with a target cost per lead and a daily budget. ``` ## Optimization Check 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. Optimization is a short check on a fixed schedule, run the same way every time. Each ad is judged on its own cost per lead against the target. The kill lines below are multiples of the target, so they work for any offer and any budget. Page: https://byminyona.com/brain/optimization/ ### Principles #### 1. Judge each ad by its own cost per lead against the target. - Why: The campaign average hides a winner and a losing ad that cancel each other out. - How to apply: Pull spend and leads for every ad for the last seven days, including today. Divide spend by leads for each ad and compare it to the target. Compare ads only with ads for the same offer, because price report leads usually cost less than starting-at leads. - Good example: One ad gets leads at half the target and one at three times the target. The first stays on and the second is paused. - Bad example: The campaign is at target on average, so nobody notices one ad is spending most of the budget for one lead. #### 2. Never pause an ad that is getting leads under the target cost per lead. - Why: An ad under target is doing its job. Pausing it because it is old, or because a new ad looks exciting, throws away leads you know you can get. - How to apply: Leave every ad under target on, no matter how long it has run. Add new ads beside it instead. - Good example: An ad has run for four months at 80 percent of target. It stays on, and two new ads launch next to it. - Bad example: The best ad is paused because it has been running a long time and someone wanted fresh ads. #### 3. Pause losing ads at a kill line set as a multiple of the target. - Why: Without a fixed line, people pause ads on a feeling. They kill ads before they had a chance, or let losing ads spend for weeks. A multiple of the target works for every offer. - How to apply: Do not judge an ad until it has spent one and a half times the target cost per lead. Pause an ad with zero leads once it has spent two and a half times the target. Pause an ad with leads once its cost per lead is above two and a half times the target. When other ads in the same campaign already get leads under target, you may pause an ad whose cost per lead is above one and a half times the target. - Good example: The target is 100 dollars. An ad with no leads is left alone at 140 dollars of spend and paused at 250. An ad with two leads on 600 dollars of spend costs 300 a lead, so it is paused. - Bad example: An ad is paused after one day and 40 dollars of spend because it had no leads yet. #### 4. Keep the only ad that is getting leads on, even when it is expensive. - Why: Pausing it leaves the campaign with nothing working while new ads learn. - How to apply: Leave it on and add new ads beside it. Pause it only after a new ad beats it. - Good example: A new campaign's only lead-getting ad runs at twice the target. It stays on while three new ads launch beside it. - Bad example: The only ad with leads is paused, and the campaign gets no leads for a week. #### 5. Do not react to daily swings. - Why: A local campaign may get only a few leads a day, so one day can swing 20 or 30 percent by chance. Chasing yesterday's numbers kills good ads. - How to apply: Check three times a week on a fixed schedule. Judge on the last seven days, not on yesterday. - Good example: Cost per lead doubled yesterday, but the seven-day number is at target, so nothing changes. - Bad example: Budgets are cut every morning the cost per lead goes up. #### 6. Refill empty slots the same day. - Why: A campaign with too few live ads stops finding new winners, and its cost per lead climbs. - How to apply: After pausing, count the live ads. Keep as many as three days of budget divided by the target cost per lead, rounded down. Fill the gap with a rested winner or with new approved ads. - Good example: Two ads are paused in the morning check, and two approved ads go live in the same check. - Bad example: Three ads are paused, and the campaign runs on one ad for two weeks. #### 7. Rest winners, then bring them back with their own copy. - Why: A winning ad can tire as the same people see it again. After a rest it often wins again. The image and the copy won together, so they come back together. - How to apply: Wait at least seven days before you turn a paused winner back on. Check that its price and offer still match the offer sheet. Never revive an ad that was paused for losing. - Good example: A winner rested for two weeks comes back with its original headline and primary text, and the starting price it names is still right. - Bad example: A winning image is paired with another ad's headline, and an ad that lost badly is turned back on to fill a slot. #### 8. Use cost per lead as the scoreboard, and say which number you used. - Why: Booking data is often late or missing. A made-up cost per appointment leads to wrong decisions. - How to apply: Use cost per booked appointment only when you can see real bookings. Count first conversions, not all conversions, so one person is not counted twice. - Good example: The report says cost per lead, because bookings were not in the CRM this week. - Bad example: The report guesses that half the leads booked and shows a cost per appointment nobody measured. #### 9. Stop and report a campaign that spends a week with zero leads. - Why: Zero leads after real spend usually means a broken form, broken tracking, or a wrong offer. New ads will not fix it. - How to apply: Do not refill it. Tell the owner, then check the landing page, the form, the tracking, and the offer. - Good example: A campaign spends its full budget for a week with no leads. The check finds the form stopped sending after a page edit. - Bad example: The campaign gets five new ads every check for two weeks while the form is broken. #### 10. Pause the ads and the calendar together around time off. - Why: Leads that come in while nobody can call or meet them go cold, and booked appointments get cancelled. - How to apply: Get the dates in writing. Pause the ads two days before the owner leaves, turn them back on one day before they return, and block the calendar for every day away. Do both, or do neither. - Good example: The owner is away from the 10th to the 17th. Ads pause on the 8th and restart on the 16th, and the calendar is blocked from the 10th to the 17th. - Bad example: The ads are paused, but the calendar stays open, and homeowners book days nobody can come. #### 11. Update ads that name a season or a year. - Why: An ad that names last year or a season that ended looks out of date and loses trust. - How to apply: Turn off seasonal sale ads when the season ends. Keep ads that name a season only as a problem, such as winter drafts through old windows. In the first week of a new year, pause every ad that names last year, and replace the winners with new versions the same week. - Good example: On the first workday of January, ads that name last year are paused, and new versions of the winners launch that week. - Bad example: A spring sale ad is still running in July. ### Agent playbook 1. Pull the numbers. - Inputs: Spend and leads per ad for the last seven days, including today, and the target cost per lead. - Output: A table with one row per ad: spend, leads, and cost per lead. 2. Mark each ad. - Inputs: The table and the kill lines. - Output: Each ad marked keep, too early, or pause. Too early means it has spent less than one and a half times the target. Pause means zero leads after two and a half times the target, or a cost per lead above two and a half times the target. An ad above one and a half times the target may also be paused when other ads in the campaign get leads under target. 3. Apply the exceptions. - Inputs: The marked table and any holds the owner set. - Output: The final list of ads to pause. The only lead-getting ad in a campaign stays on, and every hold is respected. 4. Count the empty slots. - Inputs: The daily budget, the target cost per lead, and the ads still live. - Output: Three times the daily budget, divided by the target, rounded down, minus the live ads. 5. Refill the slots. - Inputs: Rested winners and approved ads waiting to launch. - Output: A list of ads to turn on, with a rested winner first when one is ready. 6. Brief new ads if nothing is ready. - Inputs: What won, what lost, and the offer sheet. - Output: A short brief for new ads that names the winning ideas to build on. 7. Write the report. - Inputs: Everything above. - Output: A short summary in plain words: what was paused and why, what was added, and what is waiting. Final output: - A table of every ad with spend, leads, cost per lead, and the decision - Each paused ad and the kill line it crossed - The ads added - Slots still empty - A plain-language summary ### Starter prompt ```text 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 and my daily budget is . Results: ``` ## Lead Follow-up and Booking Call new leads within five minutes, follow up for a week, and confirm every appointment with a call the day before. Ads make leads. Follow-up turns leads into booked appointments. This job works with any CRM, any phone system, and any calendar, as long as every lead reaches a person fast. Page: https://byminyona.com/brain/follow-up-and-booking/ ### Principles #### 1. Call every new lead within five minutes. - Why: A homeowner who just filled out a form is thinking about the project right now. An hour later they have moved on or called someone else. - How to apply: Send every lead into your CRM and alert the person who calls, by text and email, the moment it arrives. Call within five minutes during business hours. After hours, send a text right away and call first thing in the morning. If the homeowner asked for a price report, send the report first, and call as soon as it arrives. - Good example: A lead comes in at 10:02. The office gets a text alert, and the homeowner gets a call at 10:04. - Bad example: Leads sit in an inbox until someone checks it at the end of the day. #### 2. Follow up more than once. - Why: Most leads do not answer the first call. Stopping after one try throws away leads the ads already paid for. - How to apply: Use a set sequence of calls and texts over about a week. Call and text only between 8 a.m. and 9 p.m. in the homeowner's time zone, or inside a stricter state limit. Stop when they book, or when they ask you to stop. - Good example: A call and a text in the first five minutes, a call that afternoon, a text the next morning, a call on day three, and a last text on day seven. - Bad example: One voicemail, and then the lead is marked dead. #### 3. Give the homeowner what they asked for first. - Why: If the form promised a price, a call that skips the price feels like a bait and switch. - How to apply: Send the price range or the report before or during the first call. Then ask to book a time to measure and confirm the price. - Good example: The caller opens with the price range the homeowner asked for, answers questions, and then offers two times to measure and confirm the price. - Bad example: The caller refuses to give a price until someone visits the house. #### 4. Decide who books before the ads go live. - Why: When nobody owns booking, leads fall through. When two people own it, homeowners get double calls. - How to apply: Pick one: the homeowner books online, a call team books, or the business books from its own CRM calendar. Turn on online booking only if you chose it, with the right calendar and time zone. - Good example: The business books from its own CRM calendar, so online booking stays off and the form ends on a thank-you page. - Bad example: Online booking is on because a calendar exists, and a call team also calls every lead, so homeowners book twice. #### 5. Confirm every appointment, and call the day before. - Why: People forget appointments they booked days ago. A call the day before cuts no-shows, and it makes sure everyone who decides on the project will be home. - How to apply: Confirm by text and email right after booking. Call the day before to confirm the time, and ask that everyone who decides on the project be home. Text a reminder about two hours before. If the homeowner does not show, call within the hour to book a new time. The same people who book send the confirmations. - Good example: Booked for Thursday at 3. A confirmation goes out right away, a call Wednesday afternoon confirms the time and that both owners will be home, and a text goes out Thursday at 1. - Bad example: The appointment is booked a week out with no message until the estimator knocks on the door, and only one of the two owners is home. #### 6. Make sure your calls and texts are not marked as spam. - Why: A call that shows a spam warning does not get answered. - How to apply: Register the caller ID name for the numbers you call from. Complete business texting registration with the business's real legal details. - Good example: The homeowner's phone shows the business name when the office calls. - Bad example: The phone shows spam likely, and the homeowner declines the call. #### 7. Send every lead into the CRM with every field filled. - Why: A lead without a phone number or address cannot be called or booked. - How to apply: Map name, phone, email, address, the service asked for, and the ad or campaign the lead came from. Prove it with a test lead, then delete the test lead. - Good example: A test lead lands in the CRM with the address, the service, and the campaign name filled in. - Bad example: Leads arrive in the CRM with only a first name. #### 8. Never switch off a working lead connection until the new one has carried a real lead. - Why: A connection that looks right can still drop leads. Turning off the old one first can lose a day of leads. - How to apply: Run the new connection beside the old one. Turn the old one off only after a real lead arrives through the new one. Do not replace a working connection just to tidy up. - Good example: The new CRM connection carries a real lead on Tuesday, and the old one is turned off on Wednesday. - Bad example: The old connection is turned off at the same moment the new one is turned on, and the new one has a typo in the field names. #### 9. Count booked appointments next to leads every week. - Why: Leads that never book point to a follow-up problem, not an ad problem. You can only see that if you count both. - How to apply: Every week, count leads, leads reached, appointments booked, and appointments kept. - Good example: Forty leads, thirty reached, twelve booked, ten kept. The gap between leads and reached says to call faster. - Bad example: The business counts only leads and blames the ads for slow sales. #### 10. Ask every customer for a review after the work is done. - Why: Reviews help the business show up on Google and give the next homeowner a reason to trust it. - How to apply: Text the business's Google review link when the work is finished. Ask every customer. Never pay for reviews, and never ask only the happy ones. - Good example: Every finished project gets one text with the review link and a thank-you. - Bad example: The business only asks customers it knows are happy and offers a discount for five stars. ### Agent playbook 1. Map the lead path. - Inputs: The landing page, the CRM, the phone system, and who calls. - Output: A short list of where a lead goes from form to CRM to the person who calls, with the alert each step sends. 2. Write the first text. - Inputs: The offer and the business's name. - Output: One text sent the moment a lead arrives. It names the business, what they asked for, and when someone will call. 3. Write the follow-up sequence. - Inputs: The offer and the business hours. - Output: Five touches over seven days. Each has the day, the time, the channel, and the exact message or call notes. 4. Write the call opener. - Inputs: The offer and the price or report the homeowner asked for. - Output: A short call guide: who is calling, what they asked for, the price range or starting price, two questions, and the booking question with two times to offer. 5. Write the confirmation and reminders. - Inputs: The appointment details. - Output: A confirmation text and email, a call script for the day before, a reminder about two hours before, and a text to book a new time after a no-show. 6. Test the path. - Inputs: The live page and the CRM. - Output: Proof that a test lead arrived with every field, triggered the alert, and got the first text. Delete the test lead afterward. 7. Set up the weekly count. - Inputs: The CRM and its reports. - Output: A weekly table of leads, leads reached, appointments booked, and appointments kept. Final output: - The first text - A follow-up sequence with day, time, channel, and message - The call opener - The booking confirmation - The day-before call script and the reminder two hours before - The no-show text - The weekly lead and appointment table ### Starter prompt ```text 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 leads who asked for . 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) 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. This job is for agencies that run Meta lead ads for contractors. It covers the sales call, onboarding, the approval step with the client, and updates. Every message is plain, short, and true. Page: https://byminyona.com/brain/client-communication/ ### Principles #### 1. Qualify the sales call before you take it. - Why: A call with a business that cannot handle more leads, or does not want to start soon, wastes both sides' time. - How to apply: Check that the booking is a real business with a trade and a website or Google profile. Check that they want more leads soon. If not, cancel the same day with a short, polite email that says why. - Good example: A booking from a personal email with no company name is cancelled the same day with a short note. - Bad example: Every booking is kept, and half the week goes to calls with people who were never going to start. #### 2. Research the business from public sources before the call. - Why: Knowing what they do, where they work, and whether they already run ads lets you ask better questions. - How to apply: Read the website, the Google reviews, and the service area. Check Meta's Ad Library for current ads. Estimate how many leads a month they can handle, show the math, and call it an estimate. - Good example: The brief says the roofer runs no Meta ads now, has three crews, and can likely handle about 30 leads a month, with the math shown. - Bad example: The brief guesses their revenue and states it as a fact. #### 3. Ask who owns the Facebook ad account. - Why: The business should own its ad account and its data. Asking early shows you will not hold their account hostage. - How to apply: Describe the work as a system you set up and run on their own ad account. Say they pay Meta directly and every lead belongs to them. - Good example: Who owns your Facebook ad account today? We run the ads on your account, so everything stays yours. - Bad example: Who writes the checks at your company? #### 4. Follow the call with a recap email, not a recording. - Why: A recap shows you listened. A raw recording or transcript makes the client do the work. - How to apply: Write the recap from your notes or the transcript. Name what they said they want, the offer you discussed, and the next step. Put the agreement in the same email when it is ready. - Good example: A five-line recap that names their goal, the offer, the launch timeline, and a link to sign. - Bad example: A link to the call recording with the words let me know. #### 5. Onboard with a launch checklist and a launch date. - Why: A checklist makes launch a fact you can check, not a feeling. A date keeps the work moving without anyone chasing it. - How to apply: Set a launch date about seven days after the signed agreement. Keep the campaign paused until every item is true: offer written, zip codes loaded, access granted, tracking working, booking set up, ads approved, and test lead passed. - Good example: The client signs on Monday. The launch date is the next Monday, and the campaign stays paused until the last checklist item passes. - Bad example: The campaign launches as soon as the ads are approved, before anyone tested the form. #### 6. Run an approval step with the client for every batch of ads. - Why: The client knows their business. An approval step catches wrong claims before money is spent, and it builds trust. - How to apply: Send each image or video with the exact copy that will run beside it, so the client approves the whole ad at once. Send one batch per campaign. Answer each question where it was asked. - Good example: The client sees each ad as it will run, with the headline and primary text, in one batch for one campaign. - Bad example: The client approves images on Monday and copy on Thursday, and nobody checked them together. #### 7. Treat a clear yes as approval, and agree on a deadline for silence. - Why: A campaign left waiting on a busy client loses leads every day it runs short of ads. - How to apply: A clear yes, looks good, or a like on the batch approves the batch they were just sent. Remind on weekdays, no more than twice a week. Agree at onboarding that ads launch after three quiet weekdays, and tell the client when they do. - Good example: The client writes looks good. The ads launch, and the client gets a one-line note. - Bad example: A finished batch waits two weeks for a reply while the campaign runs on one ad. #### 8. When a client corrects a claim, fix it. - Why: The client knows what they offer. Arguing about a claim costs trust and gains nothing. - How to apply: Say you will fix it, fix every ad that uses the claim, and send the revised ads for approval. Add the correction to the offer sheet. - Good example: Got it. We will change that line on every ad and send the revised set today. - Bad example: A long message explaining why the original claim was fine. #### 9. Send short updates in plain words. - Why: Busy owners read the first line. Jargon and long reports get skipped. - How to apply: Write one line when ads are added. Each week, give the leads, the cost per lead, and the booked appointments, and report a bad week as plainly as a good one. Tell the client the same day about a billing problem on their ad account. Leave out internal links, slang, and emoji. - Good example: We added three ads to your roof campaign today. - Bad example: Pushed three new creatives into the evergreen ad set after the latest optimization pass. #### 10. Send questions about price, guarantees, and billing to the agency owner. - Why: These answers commit the agency to money or promises. One wrong answer from staff is hard to take back. - How to apply: When a client asks about price, a guarantee, or who pays for what, say the owner will answer. Learn each new kind of question once with the owner, then answer that kind yourself. - Good example: Good question. The owner will answer that today. - Bad example: A staff member promises a guarantee the agency does not offer. #### 11. Never tell a client the ads are live until they are. - Why: Ads can sit in review or get rejected. A wrong live message breaks trust when no leads come. - How to apply: Check the ad account first. Send the live message only when every ad shows active. - Good example: The message goes out after every ad shows active in the ad account. - Bad example: The client is told the ads are on, and two days later they are still in review. ### Agent playbook 1. Prepare for the sales call. - Inputs: The booking details and public sources. - Output: A one-page brief: who they are, their service area, whether they run Meta ads now, a lead estimate with math, five questions, and watch-outs. 2. Write the recap email. - Inputs: The call notes or transcript. - Output: A short recap: their goal, the offer discussed, the next step, and the agreement if it is ready. 3. Build the onboarding checklist. - Inputs: The signed agreement date and the client's onboarding answers. - Output: A checklist with a launch date seven days out, an owner for each item, and the questions still open. 4. Write the approval message. - Inputs: A finished batch of ads for one campaign. - Output: A short message that the batch is ready, with the ads shown as they will run and a request for a yes or changes. 5. Write the weekly update. - Inputs: The week's leads, cost per lead, booked appointments, and changes made. - Output: An update of five lines or fewer in plain words, with the numbers and one next step. Final output: - The sales call brief - The recap email - The onboarding checklist with a launch date - The approval message - The weekly update ### Starter prompt ```text 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 company in , about their Meta lead ads. Results: . Use plain words. ``` ## Starter prompts Replace the words in angle brackets with your own. Offers: ```text 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 . 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 . Its real starting price for a full roof replacement on a typical home is , it text a price range from satellite roof measurements, and it serves these zip codes: . ``` Ad Copy: ```text 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 offer in . The offer is . A recent real job the ads can show is . ``` Ad Images: ```text 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 offer in . Use my real photos in first, and write the on-image text for each. A recent real job to show is . ``` Video Ads: ```text 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 in , with the on-screen text and the spoken words for every shot. The offer is . ``` Landing Pages: ```text Read https://byminyona.com/brain/playbook.md first and follow its Landing Pages rules and its ground rules. Write a landing page for in with a call-tracking number. The offer is . No pop-ups or countdown timers. ``` Meta Campaign Setup and Testing: ```text 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 in with a target cost per lead and a daily budget. ``` Optimization: ```text 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 and my daily budget is . Results: ``` Lead Follow-up and Booking: ```text 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 leads who asked for . 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): ```text 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 company in , about their Meta lead ads. Results: . Use plain words. ```