A focused 90-day Meta lead-generation plan to turn Conkretely's real project work into qualified estimate opportunities and measurable booked-job growth.
PREPARED FORSam Leshnoff · Conkretely
PREPARED BYThe Farm Digital
INITIAL MARKETPikesville + approved service area
THE PLAN90DAYS
REAL WORK. LOCAL PROOF. MEASURABLE GROWTH.
CURRENT STATUSLSA live · optimization required
WEEKLY CAP$450
PROPOSED NEXT CHANNELFacebook + Instagram
LEAD SYSTEMHousecall Pro linked
SEASONAL EXCLUSIONFoundations off
01 / THE OPPORTUNITY
Turn completed projects into the next qualified estimate.
Meta gives Conkretely a second demand engine—one that uses real project proof to reach local homeowners before they begin comparing contractors.
THE ADVANTAGE
Real work. Strong reviews. Visual proof.
Concrete is highly visual. Conkretely already has the raw material Meta needs: completed projects, credible local proof and services homeowners immediately understand.
THE GAP
Lead flow is still too dependent on active search.
LSA remains live, but Meta can create additional demand by reaching homeowners with relevant project proof before they submit a search-driven inquiry.
THE POSITION
The trusted neighborhood concrete team.
02 / MARKET FOCUS
Win close to home first.
Build density around Pikesville, prove the economics, then expand deliberately. Campaign priorities will be chosen from Conkretely's real services based on margin, capacity and the work the team most wants to win.
01Sidewalks & steps
02Patios & slabs
03Driveways
04Stamped concrete
05Asphalt
06Pavers
—FoundationsExcluded this season
03 / 90-DAY EXECUTION ROADMAP
Foundation. Demand. Scale.
01Days 1–14
Build the Meta lead system
Confirm the services Conkretely most wants to sell, define qualification and follow-up, organize the strongest existing creative, and build clean tracking from inquiry through booked job.
Priority services, geography and offer confirmed
LSA service targeting, schedule and verification corrected
Facebook and Instagram campaign buildout
Service-specific landing-page variants
CRM, lead routing and follow-up automation
Attribution and outcome-tracking foundation
02Days 15–45
Launch and test demand
Launch focused Facebook and Instagram campaigns alongside the existing LSA program, then test real project proof, service-specific messaging and client-approved offers.
Initial Meta campaign launch
Existing project photos, video and testimonials
Creative, audience and messaging tests
Lead-quality and response-time review
03Days 46–90
Optimize qualified work
Use real lead, estimate and job data to shift spend toward the services, areas and messages producing qualified opportunities—not just inexpensive form submissions.
Lead-to-estimate and estimate-to-job analysis
Budget reallocation based on lead quality
Creative iteration from sales feedback
Scaling plan based on capacity and economics
04 / SCOPE OF WORK
One connected growth system.
The Farm Digital leads strategy and execution, coordinating every moving part through one clear line of communication.
01
Meta campaign management
Facebook and Instagram campaign setup, hands-on management, weekly optimization and transparent budget control.
02
Creative + messaging
Ads built from approved project photos, before-and-afters, testimonials and available video, organized around priority services.
03
Landing pages + qualification
Service-specific landing-page variants, focused lead forms and screening questions designed to surface serious estimate opportunities.
04
CRM + tracking infrastructure
Lead routing, follow-up automation and clear attribution from inquiry through estimate and closed job, connected with Housecall Pro where practical.
05
Testing + optimization
Ongoing testing of creative, messaging, audiences and client-approved offers, guided by lead quality rather than vanity metrics.
06
One accountable growth lead
One point of contact at The Farm Digital coordinating Meta, LSA optimization, creative, tracking and the decisions required to keep momentum.
THE CREATIVE PRINCIPLE
Show the work. Explain the difference. Earn the call.
Meta creative will make Conkretely familiar before a homeowner requests an estimate—using real project proof rather than generic contractor advertising.
05 / MEASUREMENT
Not clicks. Booked work.
Reporting will connect Meta performance to the outcomes that matter inside Housecall Pro or an agreed lead tracker.
01Qualified leads
Are the right project types reaching the team?
02Cost per qualified lead
What are we paying for real opportunities?
03Speed to response
How quickly does every inquiry receive a reply?
04Estimate rate
How many qualified leads reach an estimate?
05Collected revenue
Which campaigns are creating paid work?
06 / INVESTMENT
Built to prove the system—then scale it.
A fixed monthly partnership covers the connected growth program. The initial build is credited for work already completed, with the final balance earned only after the first attributable Meta customer signs and pays a deposit.
Media spend is paid directly by Conkretely
Every advertising channel is capped and transparent
GROWTH PARTNERSHIP
$3,500 / month
Meta campaign management, ongoing LSA oversight, content production, creative development, funnel optimization, lead qualification, attribution and reporting.
Total initial system build$5,000
Existing-client / LSA credit−$500
Net initial system build$4,500
Due at kickoff$2,000
Performance-based balance$2,500 after first attributable customer pays a deposit
Recommended Meta ad spend$2,000–$3,000 / month
Content included2 local shoots + 8 videos / month
Initial engagement90 days
The initial build includes campaign foundations, service-specific landing-page variants, CRM setup, tracking, follow-up automation and correction of the current LSA service targeting, schedule and verification path. Meta and LSA media spend is paid directly by Conkretely. The performance-based balance is triggered when the first new customer attributable to The Farm Digital's Meta campaigns signs an agreement and pays a deposit. A full corporate website redesign, additional production and appointment-setting are excluded unless separately scoped and approved.
07 / WORKING TOGETHER
THE FARM DIGITAL
Lead the growth system
Own the strategy and roadmap
Build and manage Meta campaigns
Develop and test approved creative
Track and report lead outcomes
CONKRETELY
Turn opportunity into work
Respond to every lead quickly
Keep lead outcomes current in the agreed system
Provide existing assets and project access
Share lead-quality and sales feedback
01
RECOMMENDED NEXT STEP
Finalize the launch plan.
Approve the 90-day program, confirm the priority services and service area, then connect the required accounts and lead-response workflow. The Farm Digital will prepare the Meta launch and measurement system.
Kickoff target Within 3 business daysLaunch target After approvals and accessFirst report 14 days after launch
