FTHE FARM DIGITALNext step
GROWTH PROPOSAL · SEPTEMBER 16, 2026

Turn local search
into booked work.

A performance-aligned 90-day partnership to turn Conkretely's real project work into qualified estimate opportunities and measurable booked-job growth.

PREPARED FORShmuel Leshnoff · Conkretely
PREPARED BYThe Farm Digital
INITIAL MARKETPikesville + approved service area
A newly completed concrete patio by Conkretely
THE PLAN90DAYS
REAL WORK. LOCAL PROOF. MEASURABLE GROWTH.
CURRENT STATUSLSA live · optimization required
LSA AD SPENDBudget confirmed at kickoff
PROPOSED NEXT CHANNELFacebook + Instagram
LEAD SYSTEMHousecall Pro · tracking integration planned
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.

Conkretely crew working on a concrete project
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, automated follow-up and appointment-setting workflow
  • 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

Qualification + appointment setting

Service-specific landing pages, screening questions and business-hours outreach to qualify new Meta leads and book 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.

05 / THE FARM DIGITAL CASE STUDY

$690K in
client-reported revenue.

Our team built a six-month Meta Ads and GoHighLevel lead-to-appointment program for Right Choice Landscaping and Concrete in Salt Lake City.

Selected prior work of our paid-media team, completed before joining The Farm Digital. Revenue is client-reported. Results vary.Read the full detailed case study (PDF)
$690KClient-reported revenue
648Leads generated
231Sales calls
$16,588Ad spend
THE CHALLENGE

Strong work without a predictable pipeline.

Referral volume fluctuated, seasonal demand created gaps, and there was no unified path connecting first inquiry, follow-up, appointment activity and revenue.

THE SYSTEM

One connected lead-to-appointment engine.

We audited and cleaned up underperforming campaigns, built service-specific copy and creative, and used local targeting and retargeting. We used GoHighLevel to support follow-up, appointment tracking and pipeline visibility.

Meta ads→Lead capture→GHL follow-up→Sales calls→Revenue
CREATIVE EXAMPLESService-specific offers

We tested service-specific angles: a pickleball court offer, pool-cost messaging and a driveway transformation. Our creative gave homeowners a concrete project to consider and a clear next step toward requesting a quote.

Pickleball court campaign creativePool cost campaign creativeDriveway transformation campaign creative
CAMPAIGN BREAKDOWN648 total leads · $25.60 blended CPL

Our blended cost per lead across the six-month program: $16,588 in advertising spend divided by 648 leads.

CampaignLeads
Walkout Basement276
Instant Form Leads186
Tailored Leads71
Pickleball Court68
Messenger Leads47
Right Choice CRM and pipeline snapshot
FROM INQUIRY TO SALES ACTIVITY

The ads were only one part of the result.

We connected offer-specific creative, local targeting, follow-up and appointment tracking. Our focus extended beyond form submissions to the sales conversations and opportunities those inquiries created.

Right Choice's DripJobs pipeline shows the job side of that journey. For Conkretely, we will connect campaign reporting with Housecall Pro job and payment information so we can track opportunities through to attributable collected revenue.

06 / 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?

07 / ALIGNED PARTNERSHIP

Lower fixed overhead. Shared upside.

The fixed fee covers the team and infrastructure required to operate the system. The performance fee means The Farm Digital earns more only when Conkretely collects revenue from customers we generate.

Media spend is paid directly by Conkretely
Revenue share applies only to attributable, collected revenue
Housecall Pro access or complete reporting keeps attribution transparent
PERFORMANCE-ALIGNED GROWTH PARTNERSHIP
$1,500 / month

Meta campaign management, ongoing LSA oversight, content production, creative development, funnel optimization, lead qualification, appointment setting, attribution and reporting.

Initial system build$2,000 one time
Performance fee8% of attributable collected revenue
Recommended Meta ad spend$2,000–$3,000 / month
Existing LSA ad spendPaid directly to Google
Content included2 local shoots + 8 videos / month
Lead follow-up includedBusiness-hours qualification + estimate booking for all new Meta leads
Initial engagement90 days
How the 8% performance fee works
  • Applies from the first dollar collected from new customers generated through Farm-managed Meta campaigns or dedicated campaign funnels.
  • Calculated on cash actually collected, net of refunds—not unsigned estimates or unpaid invoices.
  • Existing customers, referrals, organic inquiries and pre-existing LSA leads are excluded.
  • Housecall Pro access or complete job and payment reporting will support monthly reconciliation and Meta CAPI optimization.
The initial build includes campaign foundations, service-specific landing-page variants, CRM setup, conversion tracking, follow-up automation and correction of the current LSA service targeting and verification path. Appointment setting covers business-hours outreach, qualification and estimate booking for all new Meta-generated leads; live LSA call answering, sales estimates and closing remain Conkretely's responsibility. Media spend is paid directly by Conkretely. A full corporate website redesign and additional production are excluded unless separately scoped and approved.
08 / 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 performance-aligned 90-day program, confirm the priority services and service area, then connect the required accounts, Housecall Pro reporting 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