Direct-Response Meta Buyer for Free-Assessment Funnel — Ongoing Retainer

I own a consumer environmental-health platform launching in a single Midwestern state. The core offering is a free, personalized home risk assessment — a homeowner enters their address, answers a few questions, and gets a plain-language grade back in under a minute. The assessment is free; revenue comes from a small physical product sale and from qualified referrals to licensed local contractors. The platform, brand, scoring model, Shopify store, and Klaviyo lifecycle flows are all built. What isn't built is a repeatable way to acquire homeowners at a sane cost. That's the entire job. Important: this is a lead-gen buy, not an ecommerce ROAS buy. The conversion event is a form completion. Revenue is realized downstream — days to weeks later, and partly offline. If your track record is scaling purchase-optimized DTC campaigns, this will likely frustrate us both. If you've run cost-per-lead campaigns in home services, solar, insurance, legal, or medical intake, keep reading. What you'd own, monthly: • Meta campaign structure, audiences, budget pacing, and daily/weekly optimization • Creative direction — briefing and iterating; I’ll give ideas, you lead direction • Pixel and Conversions API hygiene; making sure downstream events actually make it back to Meta • A short monthly report against an agreed KPI table (I already have one — you'll inherit it, and you're welcome to argue with it) • A secondary neighborhood-targeted channel once Meta is stable What you would NOT own: strategy documents, positioning, brand voice, email/SMS, or SEO. Those are done or handled elsewhere. Budget and structure: • Ad spend starts at ~$500/month, scaling only after I can validate acquisitions lead to sales • Your fee: fixed monthly, roughly 5 hrs/week of real work. Tell me your number. • I don't do percentage-of-spend at this budget — the math doesn't work for either of us • Starts with a paid trial: $x for an account/funnel audit plus a written first-30-days plan. If we both like it, we go monthly. A note on discretion: I've kept the brand and category out of this post deliberately. I'll share the full picture — site, data model, funnel, and numbers — under a short mutual NDA once we're talking seriously. Not a red flag, just a competitive category with a small number of players. ________________________________________ SCREENING QUESTIONS 1. Describe one lead-gen campaign you ran where the conversion event was a form completion, not a purchase. Give me the starting cost per lead, the cost per lead at 90 days, and the specific change that moved it most. Numbers, not adjectives. 2. Our conversion event is free and the money shows up weeks later, partly offline. How do you keep Meta from optimizing toward cheap, worthless leads? 3. What's your monthly fee for this scope, and what's explicitly not included in it?