Four-layer Meta campaign. Surface cleaning Phase 1 only — house washing is Phase 2.
L3 Cold
$30/day
Video only — 1 ad set
L1 Views
$20/day
Timelapse live — 16k+ reach
L2 Retargeting
Build now
Audience 16,200 — ready
L1b Omni
Not built
Launch after L2
Campaign architecture
L3 Cold
$30
per day · ABO · Live
L1 Views
$20
per day · CBO · Live
L1b Omni
$15
per day · ABO · Pending
L2 Retargeting
$45
per day · ABO · Build now
Total (full)
$110
per day at full deployment
Layer
Campaign name
Objective
Budget
Type
Status
L3
Extera | Surface Clean | Cold Leads | Perth
Leads
$30/day (1×$30)
ABO
Live
L1
Extera | Surface Clean | Views | Perth
Video Views — ThruPlay
$20/day
CBO
Live
L2
Extera | Surface Clean | Retargeting | Perth
Leads
$45/day (3×$15)
ABO
Build now
L1b
Extera | Surface Clean | Omnipresence | Perth
Reach
$15/day
ABO
After L2
How the layers work together
L3
Cold Leads — interrupts cold Perth audienceFinds people who've never heard of Extera. High CPM, harder conversion. Generates leads and feeds the warm pool. Video only — proven angle.
L1
Views — builds the warm retargeting pool cheaply$0.01 per ThruPlay. Gets Extera in front of 18,000+ Perth homeowners at near-zero cost. Creates the audience L2 and L1b need to work.
L2
Retargeting — converts warm audience at lower CPLHits people who've already seen Extera. Lower CPM, higher intent, lower CPL. This is where the blended CPL improvement comes from. Launch now.
L1b
Omnipresence — maintains familiarity with warm poolFrequency-capped reach campaign. Warm audience sees a different Extera video every few days. By the time L2 retargets them, they feel like they know the brand.
Positioning — embedded in all creative
The line — use this everywhere
Other operators clean. We treat.
1
Pre-treatmentBiodegradable soap + sodium hypochlorite. Chemistry kills the biology before equipment touches the surface.
2
DwellLet the chemistry work. Time on surface separates a treatment from a wash.
3
Clean860mm rotary surface cleaner. Even coverage, no striping.
4
Biocide post-treatmentActive for up to 24 months. Kills mould, algae, mildew, lichen. Included free on every clean — not an add-on.
Campaign Setup
Do this once. Everything you need before launching any campaign.
Meta Pixel fires PageView on form load · Lead on estimate reveal. Stape CAPI mirrors all events server-side. GHL fires Purchase on Opportunity Won. CAPI event match quality target: 7+/10.
Pixel ID2060214958252409
Form URLhttps://surfaces.extera.com.au
Event
When it fires
Value passed
PageView
Form page load
—
Lead
Customer reaches estimate screen
Estimate low value, currency AUD
Purchase
Opportunity marked Won in GHL
Job value — required before Won
Custom audiences
Build all of these before launching L2 or L1b
They need time to populate. Build now, check sizes before launching retargeting.
Audience name
Source
Window
Used in
Extera | Surface Clean | Video Viewers 50% | 60d
Video — 50%+ watched
60 days
L2 Ad Set 1 + L1b
Extera | Surface Clean | Website Visitors | 90d
Pixel — all visitors
90 days
L2 Ad Set 2 + L1b
Extera | Surface Clean | FB Page Engagers | 60d
Facebook Page engagement
60 days
L2 Ad Set 3 + L1b
Extera | Surface Clean | IG Engagers | 60d
Instagram engagement
60 days
L2 Ad Set 3 + L1b
Extera | Surface Clean | Lead Completions | 180d
Pixel — Lead event
180 days
L3 exclusion only
Extera | Surface Clean | Booked Customers | 180d
CAPI — Purchase event on Won
180 days
ALL campaigns exclusion
Custom Ads Manager columns
Columns → Customise Columns → add these. Save view as "Extera Surface Audit".
Column to add
What it measures
Target
Video plays at 3 seconds
Hook rate — who stopped scrolling
30%+ green
ThruPlay
Watched 15+ seconds or completion
Track weekly
Video average play time
Overall engagement depth
Track weekly
Cost per Lead
Primary conversion metric
Under $25 target
Landing page views
Post-click — did they load the form?
Track vs link clicks
UTM parameters
Where to add
Ad level → Destination URL field → paste UTM after the URL with a ? separator. Do NOT put in the creative destination URL.
Testing winning angles against cold Perth audience. $30/day ABO — video only after pausing static ads.
Current state — 31 May 2026
1 active ad set — House Clean Video at $30/day. Problem Agitator and Direct Offer paused. Video CPL ~$42 — amber. Hold rate 31% needs improvement at next creative refresh.
Handheld walkthrough of a surface clean. Opens on biological growth on driveway. Mechanism on camera. Ends on treated result.
Captions
White text, black shadow, sentence case, bottom third — match VO word for word
Ad nameSurface Clean | Video | House Clean Cold
HeadlineInstant estimate — 60 seconds
CTAGet Quote
Destinationhttps://surfaces.extera.com.au
Primary text
Most pressure washing lasts two months.
Not because the operator did it wrong. Because they only used pressure.
Pressure removes what's visible. The biological growth that's feeding off your concrete, brick and pavers? Still there. The moment conditions are right, it comes back. Every time.
We pre-treat with specialist chemistry before the surface cleaner touches anything. We dwell. We clean. Then biocide post-treatment — active for up to 24 months.
Your driveway is costing you in first impressions. We fix that properly.
Instant estimate. 60 seconds. surfaces.extera.com.au
Paused ad sets — do not reactivate
Ad set
Reason paused
Status
Cold | … — Problem Agitator
$123 spent, 0 leads. Good engagement but not converting. Paused Day 7.
Paused
Cold | … — Direct Offer
$110 CPL, below average Meta quality ranking. Meta penalising in auction.
Paused
Next actions for L3
1
Hold at $30/day — do not increaseMore budget won't fix a hold rate of 31%. The creative needs work before the budget goes up.
2
Creative refresh — video middle sectionHold rate dropped from 38% to 31%. Tighten the mechanism section. Re-edit from seconds 8–20. New cut, same angle.
3
Phase 2 — build angle variationsOnce L2 is live and CPL picture is clearer, build 2–3 variations of the video hook. Different opening, same mechanism angle.
L1 — Video Views
$20/day CBO. Builds warm retargeting pool at near-zero cost. Driveway Timelapse live and performing exceptionally.
Current state — 31 May 2026
Driveway Timelapse: 18,391 reach · 6,821 ThruPlays · $0.012 per ThruPlay · Hook 56% · Hold 58%. Warm pool at 16,200 video viewers — L2 ready to launch.
Campaign settings
CampaignExtera | Surface Clean | Views | Perth
Field
Value
Objective
Video views
Budget type
CBO — Advantage Campaign Budget ON
Daily budget
$20/day total
Optimisation
ThruPlay — watched to completion or 15+ seconds
Ad set settings — all identical
Field
Value
Location
Perth, Western Australia — 30km radius
Age
30–65+
Detailed targeting
Broad — no interest targeting
Facebook placements
Feed + Reels
Instagram placements
Feed + Reels
Audience Network
OFF
Ads
Views AD01Driveway TimelapseLive — 56% hook rate
Footage
Overhead stationary driveway timelapse — full clean from dirty to done
Headline
Before and after — one treatment CTA: Learn More
Performance
$0.012 per ThruPlay Hook 56% · Hold 58%
"That black and green staining is embedded biological growth…"
Ad nameSurface Clean | Video | Driveway Timelapse
HeadlineBefore and after — one treatment.
DescriptionSee what chemistry does that pressure never could.
CTALearn More
Primary text
That black and green staining on your driveway isn't surface dirt.
It's biological growth — algae, mould and lichen feeding off your concrete and pavers. And pressure washing doesn't kill it. It relocates it.
Watch what happens when chemistry does the work first.
Pre-treatment applied. Dwell time observed. Then the surface cleaner. Then biocide post-treatment — active on your surfaces for up to 24 months after we leave.
Done properly.
Views AD02House Clean HookNot yet live
Footage
Surface cleaner cutting through mould — open on action, no intro
Headline
Most cleaners wash it off. We make it last. CTA: Learn More
Type
Video · Feed + Reels
Ad nameSurface Clean | Video | House Clean Hook
HeadlineMost cleaners wash it off. We make it last.
DescriptionBiocide post-treatment. Active 24 months. Every clean.
CTALearn More
Primary text
Most pressure washing lasts two months.
Not because the operator did it wrong. Because they only used pressure.
Pressure removes what's visible. It doesn't touch what's causing it — the biological growth that lives in the pores of your concrete, brick and pavers. The moment conditions are right, it comes back. Every time.
Our process kills it.
Pre-treatment with sodium hypochlorite and biodegradable chemistry — applied before the surface cleaner touches anything. Dwell time. Then the clean. Then biocide post-treatment, applied to every surface when we're done. Active for up to 24 months.
Included on every clean. No extra charge.
Done properly.
What to watch
Metric
Target
Action if off
Cost per ThruPlay
Under $0.05
If over $0.10 — check placements, creative hook
Hook rate
30%+ (Timelapse is at 56%)
If new video under 20% — re-edit opening 3 seconds
Hold rate
40%+
If under 25% — tighten body, cut dead air
Video Viewers 50% audience
Growing weekly
If plateauing — geo may be small, consider widening
L1b — Omnipresence
Reach objective. Warm audiences only. Frequency capped. Runs forever. Build after L2 is live.
Not yet built — launch after L2
L2 is the priority. Build L1b once L2 is running and the warm pool is being converted. L1b maintains presence — it feeds long-term trust, not immediate leads.
What this is
Ben Heath — Omnipresence method
The same warm audience sees a different Extera video every 7 days. They feel like Extera is everywhere. By the time L2 retargeting hits them with a lead ask, they already know who you are and why you're different. You're not an interruption — you're familiar.
iPhone is fine. On-site footage. Talking to camera. Timelapses. Before/after. No production value required — authenticity beats polish here. 30–90 seconds. Captions burned in always.
#
Type
Creative direction
1
Problem agitation
Operator on camera. "You've walked past it a hundred times." No solution yet — just the pain.
2
Mechanism
Show the surface cleaner working. VO explains spores in pores. "Pressure moves what's on top. It doesn't touch what's causing it."
3
Demonstration
Close-up of pre-treatment applied. Steam rising. The dwell. Nobody else shows this step. Let the visual do the work.
4
Before/after
Side by side or wipe transition. No talking. Just the result. Music. 20 seconds max.
5
Biocide prevention
Operator on camera. "After every clean we apply a commercial biocide. Active for up to 24 months." Simple, confident.
6
Off-season / winter
Footage of affected surfaces. VO: "Biological growth doesn't hibernate. The quiet months are when it compounds."
7
Social proof
Customer walking cleaned driveway on completion day. Or operator reads a review to camera. Real words, no script.
8
Objection handling
Operator on camera. "You probably got a cheaper quote. That operator will wash it off. We treat the cause."
9
Process walkthrough
60–90 second real-time walkthrough. Pre-treatment → dwell → clean → biocide. Shows the work, earns trust.
10
Brand identity
Short. "Most operators clean it. We treat it. Done properly." End on logo. 15 seconds.
Build sequence
Week
Ad sets live
Action
Week 1
2–3
Launch with whatever videos are ready. Don't wait for all 10.
Week 2–4
4–7
Shoot on jobs. Add new ad sets as videos are created.
Month 2+
8–14
Full omnipresence running. Warm audience sees 2+ Extera videos per week.
L2 — Retargeting
Warm audience — 16,200 video viewers ready. Lower CPM, higher intent, lower CPL. Build this now.
Ready to build — audience confirmed 16,200
Video Viewers 50%+ audience is at 16,200 — well above the 1,000 minimum. Launch this campaign today. These people have already seen Extera — cut straight to the offer, no re-education needed.
Step-by-step build
1
Create the campaignAds Manager → Create → Campaign objective: Leads. Name it exactly: Extera | Surface Clean | Retargeting | Perth. Turn Advantage Campaign Budget OFF — you need ABO for manual control.
2
Build Ad Set 1 — Video ViewersName: Retargeting | Surface Clean | Video Viewers 50% 60d. Include: Video Viewers 50%+ 60d audience. Exclude: Lead Completions 180d + Booked Customers 180d. Budget: $15/day. Placements: Manual — Facebook Feed + Instagram Feed only.
Build Ad Set 3 — Page EngagersName: Retargeting | Surface Clean | Page Engagers 60d. Include: FB Page Engagers 60d + IG Engagers 60d (combined). Exclude: Booked Customers 180d only — do NOT exclude Lead Completions from L2, unconverted leads are who you want. Budget: $15/day. Placements: Manual — Facebook Feed + Instagram Feed only.
5
Add one ad to each ad setUse a different static ad per ad set — see the three creatives below. Copy the ad copy from the Copy tab. Set Destination URL: https://surfaces.extera.com.au. Add UTM parameters in the URL parameters field.
6
Review and publishCheck each ad set: audience selected, exclusions added, $15/day, Feed only placements, Audience Network OFF. Then publish all three at once.
Extera | Surface Clean | Booked Customers | 180d Do NOT exclude Lead Completions from this ad set — unconverted leads are who you want here
Location
Perth, WA — 30km radius
Age
30–65+
Placements
Manual — Facebook Feed + Instagram Feed ONLY
Audience Network
OFF
Daily budget
$15/day
Ad
Direct offer — "Instant estimate — 60 seconds"
Creative — Direct Offer
TypeStatic · 1080×1350 · Feed only
Ad nameSurface Clean | Static | Direct Offer Retargeting
HeadlinePrice in 60 seconds. Instant estimate.
DescriptionKnow what it costs before you commit.
CTAGet Quote
Destinationhttps://surfaces.extera.com.au
Primary text
Know what it costs before you commit.
Most people who get the estimate, book.
Copy principle for L2
These people have already seen Extera. Do not re-explain the mechanism. Hit them with the outcome, the prevention value, or a direct offer. Short copy. Clear CTA.
Audit
When to look, what to measure, what to do. Send data and Claude diagnoses everything — you don't need to interpret it.
Key metrics
Metric
Formula
Green
Red — act
Hook Rate
3-sec plays ÷ impressions × 100
30%+
Under 10% — re-edit opening 2 seconds
Hold Rate
ThruPlay ÷ 3-sec plays × 100
40%+
Under 25% — weak middle, re-edit body
CTR (link)
In columns
2%+
Under 1% — creative or CTA problem
CPL
In columns
Under $25
Over $40 — pause and diagnose
Frequency
In columns
Under 3
Over 4 — creative fatigue, refresh
Cost per ThruPlay (L1)
Spend ÷ ThruPlays
Under $0.05
Over $0.10 — placement or hook issue
Day 7 — note only
Note signals. Do not act.
Not enough data to make decisions. Write down what you observe. Wait for Day 14.
1
Export CSV at ad levelAds Manager → Ads tab → set date range → Columns: Customise → add custom columns → Export → Export Table Data → CSV
2
Calculate hook rate and hold rateHook = 3-sec plays ÷ impressions × 100. Hold = ThruPlay ÷ 3-sec plays × 100. Do this in Excel or Numbers.
3
Check frequencyIf any ad set is over 3 — note it. Perth audience is small and will saturate faster than a major city.
4
Check GHL lead countGHL → Contacts → filter by source "Surface Cleaning Quote Form" → count for same period. Big gap vs Ads Manager = form bottleneck.
5
Write it down. Do nothing.Save the export. Note observations. Wait for Day 14.
Day 14 — decision day
Now you act
Same export as Day 7. Now you have enough data to make decisions.
1
Pull the same export — last 14 daysSame process. Ad level. All columns. Export CSV.
2
Rank ads by CPL — best to worstSort by Cost per Lead ascending. Primary ranking signal.
3
Cross-reference hook and hold rateHigh CPL + low hook = opening problem. High CPL + low hold = middle problem. Low CPL = winning angle — move to Phase 2.
4
Check form completion rateGHL leads ÷ Ads Manager link clicks × 100. Under 10% = form is the bottleneck. Check on mobile.
5
Make the call using the table belowSee the Day 14 diagnosis tree. Then act.
Day 14 diagnosis tree
What you see
Diagnosis
Action
CPL under $25, hook rate 30%+
Winner — everything working
Phase 2. Build 3–5 variations of this angle.
CPL over $40, hook under 10%
Nobody stopping — opening weak
Re-edit opening 2 seconds. New hook before new copy.