A great offer and an excellent funnel mean nothing if nobody reaches them. Paid traffic puts qualified buyers in front of yours now, not a year from now.
Traffic is the fuel every funnel runs on, and there are only two ways to get it: earn it or buy it. You can have the right offer, a landing page that answers every objection and an email sequence that closes, and still make nothing if the only visitors are you and your team.
Organic SEO is worth doing, and I build every site for it. But it is slow: expect six months to a year before search traffic arrives in any volume. If you're comfortable waiting that long, you may not need to lean on paid traffic much. If you need leads now, or organic traffic isn't bringing enough of them, you buy that traffic, and you buy it carefully.
Paid traffic also answers questions nothing else answers quickly. Send enough qualified visitors through a funnel and you find out whether the offer lands, whether there is product-market fit, and whether it's the ad copy, the creative (the images or video) or the landing page that needs to change. A well-run ad campaign is the fastest honest test of an offer I know.
03
What's included
8 items
You pay two things each month: my fee, and the ad spend. My fee is $750 a month for your first campaign, less for each one running beside it, plus 20% of that month's ad spend, and it covers everything on this list. The ad spend goes straight from your card to Google or Meta, in ad accounts you own. One campaign with $2,000 in ad spend, for example, means my fee is $1,150 ($750 + $400) and the $2,000 goes to the platforms. Paid ads are added to a care plan, because the tracking and landing pages live on a site I look after.
$750
A month for your first campaign
+20%
Of that month’s total ad spend, added to my fee
3 months
Minimum for each campaign, then month to month
Yours
The ad accounts, audiences and creative
Campaign planningWho to reach, what to offer them, where to reach them (Google search and YouTube, or Facebook and Instagram) and what a lead or a sale is worth to you, settled before a dollar of ad spend goes out.
Audience targeting and retargetingCold audiences built around the people who already buy from you, plus retargeting audiences for visitors who left without acting.
Ad copy and images, made for youThe ad copy and images, written and designed for each platform and placement: up to three variations in each ad set, so the data can pick the winner. Video works differently, and how is explained under this list.
Conversion trackingPixels and conversion events verified before launch, so every dollar is tied to a lead or a sale, not just a click.
Campaign managementBudgets, bids, placements and audiences watched and adjusted throughout the month. Ads that aren't earning are paused, and the ones that are get the budget.
Testing and iterationNew angles, headlines and creative tested against the current winner, so campaigns keep improving instead of wearing out.
Funnel iteration, includedThe landing page and follow-up emails each campaign sends people to are tuned alongside it, with no separate fee when it’s a simple funnel, because a good ad that sends traffic to a weak page is money wasted. A custom funnel’s running fee is scoped with its build.
Reporting you can readA short monthly note on spend, leads, cost per lead and what I'm changing next, and a quarterly review of the whole funnel.
How campaigns are counted
My fee is set per campaign, so here is exactly what one includes.
One campaign
Offer
1
PlatformGoogle Ads or Meta Ads
1
Ad sets running at onceEach aimed at its own audience. Google calls them ad groups.
Up to 3
Variations in each ad setCopy and image, written and designed by me
Up to 3
Ads running at once
Up to 9
Still the same campaign
A new angle for the same offer. When one is worth testing, it replaces the weakest variation in its ad set at no extra cost, so the campaign keeps improving without growing.
A separate campaign
A different offer, with its own copy and images. Or the same offer on the other platform: Google and Meta each count as a campaign of their own, because each needs its own ad formats, audiences and tracking.
My fee per campaign, each month
1st campaign$750
2nd, running at the same time20% off$600
3rd, and each one after40% off$450
Plus 20% of that month’s total ad spend, across every campaign.
Example: two offers, three campaigns
A free consultation advertised on Google and on Meta, and a spring promotion on Meta only, with $5,000 in ad spend between them that month.
Campaign 3 · Spring promotionMeta Ads, 2 ad sets, 6 ads
$450
20% of $5,000 in ad spend
$1,000
My fee that month
$2,800
Ad spend, paid straight to Google and Meta
$5,000
Campaigns are counted each month, by how many are running. If one ends, the rest are recounted from the top, and each new campaign carries its own three-month minimum.
How payment works
My fee, billed in advanceBilled on the same day each month, before the month it covers.
Drafted from your bank accountI draft payments by ACH, under a prior authorization you sign before anything starts.
3% off for paying by ACHA bank draft avoids card fees, so paying by ACH takes 3% off. I still accept cards, at the listed price.
Ad spend is separateIt goes straight from your card to Google or Meta and never passes through me, so the discount applies to my fee only.
04
How it runs
Month 1 · Month 2 · Month 3
A paid ad campaign is a three-month experiment before it is a channel. Here is what each month is for.
01 — Month 1
Plan, build, launch
Tracking is verified, audiences are built, the first round of ads is made, and campaigns go live with a budget sized to learn, not to scale.
02 — Month 2
Read the data, cut the losers
The ads, audiences and placements that aren't producing leads are cut, and their budget moves to the ones that are. The landing page and emails get their first round of changes.
03 — Month 3
Judge the offer, then scale
By now enough qualified people have moved through the funnel to judge it fairly: whether the offer lands, and whether the copy, the creative or the page is what needs to change next. What works gets more budget, and from here it runs month to month.
05
Who it's for
For · Not for
Who it's forFour each way
This is for you if
You have a clear offer and a funnel ready for traffic, or are ready to build one
You need leads now and can't wait six months to a year for SEO
You want to find out whether an offer works before betting the year on it
You want the campaigns, the creative and the funnel handled by one person
This isn't for you if
You haven't settled on an offer yet (the free revenue audit is the better first step)
You want a guaranteed number of leads or a guaranteed return on ad spend
You want to judge the whole thing on two weeks of data
You'd rather run the ads yourself and just need someone to make the creative
Every ad campaign starts as a guess. A good guess, based on who your buyers are and what they respond to, but still a guess until real people click, land and either act or leave. It takes time, and enough qualified traffic, for a funnel to tell you whether you have a weak ad or a weak offer.
Judge a campaign on two weeks of thin data and you end up changing the wrong thing. So each campaign carries a three-month minimum, then runs month to month. The care plan underneath keeps its no-minimum Break-Up Plan, and the ad accounts, audiences and creative stay yours whenever you leave.
My core deliverable is the Client Acquisition System, which is a fixed-price project with a very affordable monthly retainer to maintain the systems, security, software updates, and functionality. If anything ever breaks or needs a tweak and the issue is on my end, you don't pay anything for it to be edited. If you need changes from month to month, anything that fits inside the 30 minutes included in your plan costs nothing extra, and time beyond that gets a discounted hourly rate.
However, many serious clients retain me post-launch for ongoing conversion rate optimization (CRO), SEO, and scaling. These retainers are completely optional and run month-to-month after a 3-month minimum commitment to test baseline performance and assess iterations needed for future success and continued growth.
Clients who opt for a growth retainer see the best results over time.
Q.02Who owns the code and assets?
You do. 100% of the intellectual property, code repositories, design files, and operational assets belong to you. For as long as I am maintaining the project post-launch, I host the website and manage the codebase on your behalf to ensure maximum security, performance, and uptime.
However, should you ever decide it's in your best interest to part ways, there are no hostage situations. I include a "Heaven Forbid It Break-Up Plan" directly in my contract. If you and I need to go separate ways, there are no hard feelings. I execute a seamless transfer of all assets and codebase control back to you, setting you up for success to manage things internally or with another vendor.
Q.03Who actually does the work?
Matchless is me, Jon. When a project needs a specialist — a photographer, a copy pass, a niche integration — I bring in a trusted contractor for that piece. You always work directly with me: the person designing, writing, and shipping your system.
Q.04How much of my time will this require?
Very little. I need you for the one-hour strategy session, and then for a sign-off at each major update: a staging preview link and a short walkthrough recording, with a live call if you want one. I don't ask you to write copy or manage my tickets; I do the heavy lifting.
09
Related systems
One engine, six parts
System 02
Sales Funnels
A confused mind always says no. A sales funnel is the map of the journey your customers actually take, with every ounce of friction taken out of their path.
Your website shouldn't just be an information hub. It needs to be an active participant in your sales process, and it needs to catch traffic before it leaves.
