Meta Ads Expert to Generate Foundation Repair Leads

Here's a plain text version that will paste cleanly into Upwork. --- Meta Ads Expert to Generate Foundation Repair Leads ABOUT THE PROJECT We are looking for an experienced Meta (Facebook & Instagram) Ads Expert to develop, launch, and optimize Meta advertising campaigns that generate qualified foundation repair leads. The project will focus on three different markets representing: * Large city * Medium city * Small city The objective is to identify the campaign strategy, targeting, offers, messaging, creatives, and lead capture approach that generates the highest quality foundation repair leads at a profitable cost. Once a successful approach has been identified, you'll document it into a Meta Lead Generation Playbook that our internal team can use to replicate the process across additional markets. This is initially a fixed-price project, but we're ultimately looking for a long-term Meta Ads expert who can continue scaling campaigns if the test is successful. SCOPE OF WORK You will be responsible for: * Reviewing our existing website and Facebook page. * Recommending the overall Meta advertising strategy. * Building and launching campaigns. * Developing audiences, offers, ad copy, and creative recommendations. * Setting up Meta Pixel, Conversion API (CAPI), and all required conversion tracking. * Testing and optimizing campaigns. * Analyzing campaign performance. * Recommending the lead capture approach you believe will produce the highest quality leads (website, landing page, click-to-call, Meta Lead Forms, or another approach). * Creating a Playbook documenting the final strategy, process, and best practices. We're looking for someone who brings ideas, tests different approaches, analyzes data, and recommends the strategy they believe will generate the best long-term results—not someone who simply launches ads. CREATIVE DIRECTION We're interested in your recommendations. Potential campaign ideas may include: * Free Foundation Inspection * Educational homeowner campaigns * Warning signs of foundation problems * Before & After project examples * Seasonal campaigns * Foundation repair cost guides * Inspection guides * Or any other strategy you believe would generate qualified foundation repair leads. You're welcome to leverage our existing website and Facebook page or recommend alternative landing pages, creatives, offers, campaign structures, or lead capture methods if you believe they will improve results. FINAL DELIVERABLES At the conclusion of the project, provide: * Campaign strategy * Campaign structure * Audience targeting strategy * Ad copy * Creative recommendations * Tracking configuration * Optimization methodology * Performance summary and recommendations Meta Lead Generation Playbook including: * Campaign architecture * Best practices * Standard Operating Procedures (SOPs) * Loom walkthroughs * Templates * Documentation required for our internal team to replicate the process in additional markets PREFERRED EXPERIENCE Experience generating leads for one or more of the following: * Foundation Repair * Roofing * HVAC * Plumbing * Concrete Repair / Concrete Lifting * Waterproofing * Water Damage Restoration * Pest Control * Other high-ticket local home service businesses Experience with the following is highly preferred: * Meta Pixel * Conversion API (CAPI) * Offline Conversion Tracking * CRM integrations * Call tracking (CallRail or similar) PLEASE ANSWER THE FOLLOWING Applications that do not answer these questions will not be considered. 1. Describe a Meta Ads lead generation campaign you personally managed for a local home service business. What strategy did you use, what was the monthly ad spend, what results did you achieve (cost per lead, appointments, sales, revenue, and/or ROAS), and what optimizations made the biggest difference? 2. If you were hired to generate foundation repair leads through Meta Ads, what are the first three campaigns you would test, and why? 3. Based on your experience, what would you estimate a qualified foundation repair lead should cost through Meta Ads? Please provide an expected range and explain the assumptions behind your estimate. 4. Based on your experience, what advertising budget would you recommend for this three-market test, and how would you allocate that budget? 5. Based on your experience, how long should this project run before we can confidently determine whether the strategy is working? What metrics would you use to make that decision? 6. If this were your own business and your own money, what would you do first to maximize the chances of generating profitable foundation repair leads through Meta Ads? 7. What information, assets, or access would you need from us before launching campaigns to maximize the chances of success? BONUS Please include any of the following if available: * Loom video reviewing one or more campaigns you've managed. * Screenshots of campaign performance (with sensitive information removed). * Examples of ad creatives you've developed. * Client testimonials or case studies. * Experience generating leads for foundation repair or other high-ticket home service businesses. Generic proposals, AI-generated responses, or applications that do not answer the questions above will not be considered. Budget: Fixed Price – $1,000 USD Advertising budget will be determined after reviewing your recommended testing strategy.