Meta Advertising & Lifecycle Marketing

More booked jobs.
Not more impressions.

Wallace Digital builds the whole chain for home service companies — the script, the creative, the campaign, and the follow-up that turns a quote request into a paid invoice.

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Focus Home service lead generation

Scope Creative, media and CRM under one roof

Built for Businesses with a seasonal demand curve

The Problem

Most ad spend never becomes a job.

Not because the targeting was wrong. Because three things break between the impression and the invoice — and almost nobody owns all three.

01

The creative doesn't stop the scroll

A drone shot of a clean roof set to library music is a screensaver, not an ad. If the first two seconds don't name the homeowner's problem, nothing after them gets watched.
02

Nobody watches the account

Meta creative fatigues in weeks, not quarters. Cost per lead drifts up quietly, the budget keeps spending, and the report at the end of the month explains rather than fixes.
03

The quote request goes cold

A homeowner fills out a form on a Saturday, hears nothing until Monday, and by then has already booked whoever texted back first. The lead was never the problem.

What We Do

Three parts of one system.

Run separately they underperform. Run together they compound — better creative lowers the cost of a lead, and faster follow-up raises what that lead is worth.

Ad Creative

Scripts, video and statics

Written and edited in-house, built around a hook that names the problem in the first two seconds. Fresh angles every month so the account never runs on a tired asset.

Hook-first scripting
Vertical video editing
Before / after statics
Monthly creative refresh

Meta Ads

Campaign build and daily optimization

Account structure, service-area targeting, lead forms and landing pages, budget pacing against your season. Watched daily, not summarized monthly.

Account architecture
Service radius targeting
Creative fatigue monitoring
Seasonal budget pacing

CRM & SMS

Follow-up that closes the gap

An automatic text within minutes of the quote request, a sequence that keeps working for two weeks, and seasonal campaigns to the customers you already have.

Speed-to-lead texting
Multi-day follow-up sequence
Database reactivation
Seasonal offer campaigns

The Season

Your calendar is the strategy.

Home services don't sell evenly across the year. Demand moves service by service, and the account should move ahead of it — creative built and budget shifted before the phone starts ringing, not after.

Working Together

A lead is not a result. A booked job on the calendar is a result.

Everything gets measured against that. Cost per lead is useful, but only as far as it predicts cost per booked job — and the two come apart the moment follow-up is weak.

Read the approach

Next Step

Let's look at your account.

A short call, no pitch deck. We'll go through what you're spending, what your creative looks like, and what happens to a quote request after it comes in.

Book a Strategy Call

Services

Creative, media and follow-up.

Three services that are sold together because they only work together.

01

Ad Creative

The single biggest lever on a Meta account is the asset itself. We write it, shoot direction for it, edit it, and replace it before it burns out.

Every concept starts as a written hook — the line a homeowner hears in the first two seconds while their thumb is already moving. Then the proof: the black streak on the north-facing roof, the gutter seam packed with shingle grit, the deck board that goes from grey to gold in one pass. Ads that show the problem outperform ads that show the company.

ScriptingMultiple hook variants per concept so the account tests the opening line, not just the offer.

VideoVertical edits cut for sound-off viewing — captions, pace, and a visible result before the halfway mark.

StaticsBefore / after frames and offer cards for the placements where video underdelivers.

RefreshA new batch on a monthly cadence, prioritised by which angle is fatiguing fastest.

02

Meta Ads Management

Build, launch, and then actually manage it — daily, against your service area and your season.

Account structure comes first: how many campaigns, how budget is split between prospecting and retargeting, whether leads come through an instant form or a landing page, and how tight the radius should be around each crew's drive time. From there it's a weekly rhythm of reading which creative is carrying the account and moving spend toward it.

StructureCampaign and audience architecture built around service area and crew capacity, not a template.

TargetingGeographic radius tuned to drive time, plus retargeting of video viewers and past quote requests.

OptimizationDaily monitoring of cost per lead, hook rate and frequency, with creative swapped before fatigue costs you.

ReportingPlain-language reporting on leads and what happened to them — not a dashboard screenshot.

03

CRM & SMS Campaigns

The cheapest lead you will ever get is one you already paid for and never followed up on.

Every quote request triggers a text within minutes, in your voice, asking the one question that moves it forward. If there's no reply, a sequence keeps working across the next two weeks and then hands off quietly. Separately, your existing customer list gets worked on a seasonal schedule — the people who bought a house wash in spring are the easiest gutter cleaning sale you'll make in October.

Speed to leadAn automated first text within minutes of the form submission, day or night.

SequenceA follow-up cadence across the first two weeks that stops the moment a human replies.

ReactivationCampaigns to past customers and dead quotes, timed to the service they're most likely to need next.

Seasonal offersGutter clearing in the fall, light installs in November, spring wash pre-booking in February.

Next Step

Which part is leaking?

Most accounts are only broken in one place. The call is about finding which one.

Book a Strategy Call

Approach

How the work actually runs.

Five phases. The first two happen before a single dollar of spend goes out.

The Process

Phase 01
Audit

What you've spent, what you've run, and where leads currently go after they come in. We look at the ad account and the follow-up together, because the answer is usually in the gap between them. If there's no account yet, this is a conversation about pricing, capacity and service area instead.
Phase 02
Offer & angles

Before creative, the offer. What the ad is actually asking a homeowner to do, what makes it easy to say yes to now, and which three or four problems we lead with. This is written down and agreed before anything is filmed.
Phase 03
Build

Scripts, edits and statics produced. Campaign structure built, audiences and radius set, lead form or landing page live, and the CRM wired so a submission triggers a text within minutes. Nothing launches until the follow-up is tested end to end.
Phase 04
Launch & optimize

Spend starts deliberately small while we read early signal — hook rate, cost per lead, and how many of those leads reply to the first text. Budget scales toward what's working. Creative that fatigues is replaced, not nursed.
Phase 05
Season ahead

Every month we look one service ahead of where the calendar is. New creative is built for the next season while the current one is still running, so the switch happens on the first cold week rather than three weeks into it.

Principles

What we hold to.

Creative is the targeting. Meta's delivery is good enough that the asset decides who sees it. Most of the effort goes there.
Speed beats polish in follow-up. A plain text in four minutes outperforms a beautiful email in four hours, every time.
Build for the crew you have. Filling a calendar past capacity produces cancelled jobs and bad reviews. Spend is paced to what you can actually service.
Show the problem, not the company. Homeowners don't care about your truck wrap. They care about the streaks on their roof.
Report in jobs, not metrics. Every number on a report has to connect to work on the calendar or it doesn't belong there.

Boundaries

What we don't do.

Being clear about this early saves everyone a call.

No vanity reportingReach, impressions and engagement don't get top billing on a report. They aren't the product.
No spend markupYour ad budget goes to Meta from your card. We're paid for the work, not a percentage of it.
No handing back raw leadsA list of form fills isn't a deliverable. If the follow-up isn't part of it, the work isn't finished.
Not for e-commerceThis is built for local service businesses that send a crew to a house. That focus is the point.

Next Step

Start with the audit.

The first call is the first phase. Nothing to prepare — just access to what you're already running.

Book a Strategy Call

About

Small on purpose.

Wallace Digital is Jude Wallace — a specialist studio, not an agency with a bench.

Jude Wallace

Founder

I started Wallace Digital around a narrow observation: local service businesses rarely lose money on ads because of targeting. They lose it because the creative was made by someone who has never watched a homeowner decide, and because the quote request sat unanswered over a weekend.

So I do both halves myself. I write the hook, cut the video, run the account — and then I see what happens to the lead it produced. That makes the feedback loop a day long instead of a quarter. It only works at a small client count, so the roster stays small deliberately.

The work started in exterior cleaning — pressure and soft washing, gutters, roofs, holiday lighting — and that remains the specialty. The mechanics travel well to any trade that sells a visible result at a house: roofing, landscaping, window cleaning, pest control. What doesn't travel is the assumption that every business runs on the same calendar, so each account gets its own.

If we work together, you're not being handed to an account manager. You're working with me.

Why It Works

One person owns the whole chain.

Most agencies split creative, media buying and CRM across three teams that meet on Thursdays. The seams between those teams are exactly where money leaks.

The person writing the hook reads the lead data. Scripts get rewritten based on what actually converted, not on what tested well in a vacuum.
The person buying the media knows the follow-up. Budget decisions account for how many leads are getting a reply, so cheap leads that never book don't get scaled.
Nothing waits for a handoff. A fatiguing ad gets a replacement the same week, not after it clears three approvals.

Fit

Who this is for.

Good fitA home service business with crews to keep busy, a service area you can define, and someone who answers the phone.

Good fitAn owner willing to appear on camera or let us film real jobs. Real footage beats stock by a wide margin.

Poor fitAnyone looking to buy leads by the piece with no interest in what happens to them afterward.

Poor fitA business already at capacity that can't take on more work. Marketing makes that problem worse.

Next Step

See if it's a fit.

Fifteen minutes is usually enough to know either way.

Book a Strategy Call

Contact

Let's look at your account.

Book a strategy call. Bring your ad account if you have one — if you don't, bring your pricing and your service area.

Book a Strategy Call

Email hello@wallacedigital.com

Response time

Same business day. Usually faster — it would be strange to preach speed-to-lead and then take three days to reply.

Serving

Home service businesses across the United States and Canada. Everything runs remotely except filming.

The Call

What happens on it.

Thirty minutes, no deck, no pressure to decide on the call.

First
What you're running now

Current spend, what the ads look like, and what your cost per lead has been doing over the last few months.
Then
What happens to a lead

Walk through one real quote request end to end — who sees it, how fast, and what they send. This is usually where the interesting part is.
Last
What we'd change first

Two or three specific things, whether or not you work with us. If the answer is that you don't need an agency yet, that's what you'll hear.

More booked jobs.Not more impressions.

Most ad spend never becomes a job.

The creative doesn't stop the scroll

Nobody watches the account

The quote request goes cold

Three parts of one system.

Scripts, video and statics

Campaign build and daily optimization

Follow-up that closes the gap

Your calendar is the strategy.

Let's look at your account.

Creative, media and follow-up.

Ad Creative

Meta Ads Management

CRM & SMS Campaigns

Which part is leaking?

How the work actually runs.

Audit

Offer & angles

Build

Launch & optimize

Season ahead

What we hold to.

What we don't do.

Start with the audit.

Small on purpose.

One person owns the whole chain.

Who this is for.

See if it's a fit.

Let's look at your account.

What happens on it.

What you're running now

What happens to a lead

What we'd change first

More booked jobs.
Not more impressions.