Campaign Overview — Original Strategy
🎯 Campaign Goal
Recoup $2,000 ad spend and achieve $4,300 net return (130% ROI). Target: 7 closes at $700 average ticket.
Math to Hit Target
- 80 registrations at $25 CPR
- 40 attendees (50% show rate)
- 16 consultations (40% book rate)
- 7 closes (45% close rate)
- $700 avg ticket = $4,900 net
📌 Phase Budget Plan
Phase 1 — Guardian Crisis Test$700Days 1–7
Phase 2a — Scale Winner$600Days 8–18
Phase 2b — Probate Test$300Days 8–18
Phase 3 — Retargeting$400Days 12–30
Total$2,00030 days
👥 Audience Strategy
- Cold: Arizona parents 28–50, young children filter, feed only
- Cold 2: Arizona homeowners 35–65 (Probate angle)
- Custom Audience: 4,000 aged insurance emails → 1,600–2,400 matched
- Lookalike 1%: From aged email list → ~20–40K AZ profiles
- Registrant Lookalike: Build at 30+ registrations (Month 2)
- Retargeting: Website visitors, ad engagers, video viewers (7-day)
🎨 Pain Points Tested
- Phase 1: Guardian Crisis — 3 image/copy variations
- Phase 2: Probate Nightmare — 2 variations
- Retargeting: Urgency + Mastery upsell
- Custom Audience: Bridge Frame + Time Gap Frame
💡 Business owner pain point is benched — defer until more fluent on that angle
Webinar Offer Structure
💰 Pricing Anchor
- Lead offer: Essential Planning — $599 ind / $849 married
- Upgrade: Premium tier (+$99–149 for notary + USB)
- Upsell gate: "Do you own your home?" → Living Trust $450/$600
- Combo ticket: Essential + Living Trust = $1,049 ind
- Aspirational: Estate Mastery Bundle $999/$1,499
- Surcharge: Complex multi-asset situations — attorney coordinated, priced at intake
⚙️ Scaling Ceiling (Solo)
- ~2 hrs per closed client (doc prep delegated)
- 15–20 closes/month sustainable solo ceiling
- Max ad spend before capacity: $3,500–$4,500/mo
- Hire trigger: Consultations delayed >24 hrs
- First hire: intake + CRM + client comms
- Post-hire ceiling: $6,000–$7,000/mo spend
Lookalike Audience Lifecycle
📈 Audience Quality Progression
MONTH 1
├── Upload 4,000 aged emails → Custom Audience (~1,600–2,400 matched)
├── Build 1% Lookalike from aged emails → ~20–40K AZ profiles
└── Pixel accumulates registrant data
MONTH 2
├── 30+ registrations → Build Registrant Custom Audience
├── 100+ registrations → Build 1% Registrant Lookalike
└── Test both Lookalikes — lower CPR becomes primary
MONTH 3+
├── Registrant Lookalike as primary cold audience
└── Build Consultation Booker Lookalike (higher quality)
MONTH 4+
└── Closed Client Lookalike — best possible seed audience
Test Log — All Campaigns
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Creative Performance (add one row per variation tested)
Variation Name
CPR ($)
Registrations
Outcome
Target Benchmarks — Decision Thresholds
Scaling Milestones
Audience Targeting Reference — Facebook Ad Audiences
💡 These group categories are valuable as ad interest targeting inputs in Ads Manager, not as groups to manually engage in. Use them when building cold audiences.
🏘️ Local Community Audiences
Use as geographic + interest combinations in Ads Manager targeting
- Casa Grande Residents / community
- Maricopa County Families
- East Valley Moms / Parents
- Arizona Homeowners
- Greater Pinal County community interest
👥 Demographic Audiences
High-relevance segments — layer these onto Arizona geo targeting
- Arizona Women 50+
- Arizona Seniors / Retirees
- Phoenix Area Retirees
- Arizona Military Families
- Arizona Small Business Owners
💼 Interest-Based Audiences
Strongest intent signals — these people are already in the mindset
- Arizona Real Estate / Homeownership
- Phoenix Area Financial Planning
- Life Insurance interest
- Estate Planning interest
- Will and testament / legal documents
🎯 VA Future Use — Group Engagement
This channel requires sustained daily engagement — assign to VA at first hire. Group types worth targeting:
- Local community groups (500–50K members)
- Parents / families groups in East Valley
- Arizona homeowner groups
- Senior / retirement groups
- Military families groups
⏳ Defer until VA hired. Do not attempt to manage this manually alongside current operations.
Response Templates — Common Engagement Scenarios
💡 These templates are usable now for Nextdoor DM responses, Facebook page comments, and email replies. When a VA takes over group engagement, they use these verbatim with light personalization.
❓ Someone asks a legal / estate question
Trigger: "What happens if my husband dies without a will?" / "Do I need a trust?"
"I'm a local estate planning professional and see this question a lot. In Arizona, without a will, your assets go through probate and are distributed according to state law — which might not match what you'd want. The process typically takes 6–18 months and costs several thousand dollars. It's completely preventable with basic estate planning, which is much more affordable than most people expect. Happy to answer more questions or chat about your specific situation — I offer free consultations for Arizona families. Feel free to message me."
Then: If they engage → invite to webinar, not a direct sales call. "I actually cover all of this in a free 60-minute webinar — would that be helpful?"
💔 Someone mentions a death or inheritance situation
Trigger: "My dad just passed and we don't know what to do" / "We're dealing with his estate right now"
"So sorry for your loss. This is exactly why estate planning matters — it makes things significantly easier for families during an already difficult time. If you need help navigating any of this, I work with Arizona families on estate planning and can sometimes help even after the fact. Happy to chat if it would be useful. No pressure at all."
⚠️ Lead with empathy only. Do not pitch in the same message. Wait for them to ask or respond before mentioning services further.
🙋 Someone asks for a recommendation
Trigger: "Does anyone know a good estate planning service?" / "Who handles wills in the area?"
"I help local Arizona families with estate planning — wills, trusts, powers of attorney, medical directives. I focus on making it affordable and straightforward, at a fraction of what a traditional attorney charges. Happy to answer any questions or set up a free consultation if you'd like to understand your options. Feel free to message me."
🔄 After consultation — asking for group credibility
After a successful consultation with a group member, with their permission:
"Would you be comfortable if I shared any general insights from our conversation with the group? I'd never share personal details — just the general situation if it might help other families here. Totally up to you."
💡 This generates organic credibility posts and pulls in more questions from others who see it.
Seasonal Content Calendar — Ad Hooks + Substack Topics
💡 Use these as ad creative hooks, Substack article angles, and Facebook page post timing cues. The season creates natural urgency without manufacturing it.
January
New Year Estate Planning
"The one resolution that actually protects your family." People are in planning mode and emotionally open to taking action. Strongest ad month of Q1.
Hook: "New year, same family. No plan."
Feb–April (Tax Season)
Tax Season + Estate Connection
People are thinking about money, assets, and what they own. Bridge from tax preparation to estate planning — same financial awareness moment.
Hook: "You reviewed your finances. Have you reviewed your plan?"
June–August (Summer)
Travel + Vacation Season
Families traveling = heightened mortality awareness. "You've made travel plans. Have you made the other kind?" Strong emotional hook without being morbid.
Hook: "Before you leave for vacation — does your family have a plan?"
August–September (Back to School)
Guardian Crisis Amplifier
Parents are acutely focused on their children's future and wellbeing. The Guardian Crisis angle hits hardest during back-to-school season. Best month for that pain point.
Hook: "You've prepared them for school. Who have you prepared to raise them?"
November–December (Holidays)
Holiday + Legacy Season
Families gathering = thinking about legacy, loved ones, and mortality. End-of-year also triggers financial planning mindset. Strong closing month for the year.
Hook: "This holiday, give your family the one gift that protects them forever."
Ongoing — Any Month
Substack Article Angles
Evergreen content that drives Substack subscribers and pre-warms webinar leads year-round.
- Arizona community property law explainer
- "5 documents every Arizona family needs"
- What probate actually costs (real numbers)
- Will vs. trust — which do you actually need?
- What happens to your house if you die without a plan
VA Handoff Notes — When You Hire
⏳ Group Engagement Protocol (VA Task)
When a VA is hired, assign them this channel. The full group engagement strategy is documented and ready to hand off. Key parameters:
- Target: 15–20 groups maximum — active in fewer beats overwhelmed in many
- Group size: 500–50,000 members (active enough, not spam-saturated)
- Daily time: 20–30 minutes total across all groups
- Ramp time: 4 weeks before meaningful lead volume. Month 2–3 before consistent flow.
- Conversion path: public answer → DM → webinar invite (not direct sale)
- Post frequency: max 2–3 times per week per group
- Never: post identical responses across groups, pitch directly, share client details
- Always: read group rules first, vary language, be helpful before being promotional
⚠️ Do not assign this until VA is hired and trained on the webinar funnel and LLP positioning. Groups done wrong creates reputation risk, not leads.