← Workspace · media planning
Performance goals, ascension / DFY LTV, segment deltas, tracking, and weekly scorecard. Creatives and funnel maps live on the workspace home. Production landers use learn-matching paths under this host.
Planning model from funnel math + assumed attach rates — not live Meta account data. Primary optimization event = frontend $27 purchase. DFY retainers / $3k impl are sales ascension (not freeflow day-1).
Freeflow stops at case study plan ($497). Optional $3,000 implementation is elected after Call 2 (separate Digistore link). Monthly DFY retainer is sales-led capacity work — not on the one-click tree.
Base rates: bump 35% · OTO1 15% · case 2.5% of main · impl 30% of case buyers · retainer start 20% of case buyers · avg 3 months retained.
| Component | Calc | P&L $ | Collections $ |
|---|---|---|---|
| Main $27 | 1 × 27 | 27.00 | 27.00 |
| Bump $17 | 0.35 × 17 | 5.95 | 5.95 |
| OTO1 $47 | 0.15 × 47 | 7.05 | 7.05 |
| Case plan $497 | 0.025 × 497 | 12.43 | 12.43 |
| Impl $3,000 | 0.025 × 0.30 × 3000 | 22.50 | 22.50 |
| Retainer (3 mo) | 0.025 × 0.20 × mid × 3 | 33.75 @$2,250 | 18.00 @$1,200 |
| Front + freeflow only | no DFY ladder | $52.43 | $52.43 |
| + Impl | $74.93 | $74.93 | |
| + Retainer 3 mo (full model) | $108.68 | $92.93 |
Allowable CPA ceiling by horizon (not day-1 targets)
| Horizon | P&L $/buyer | Coll $/buyer | Suggested max media CPA* |
|---|---|---|---|
| Front only | $27 | $27 | $20–27 |
| + Freeflow OTOs | ~$52 | ~$52 | $27–35 |
| + $3k impl | ~$75 | ~$75 | $35–45 after proof |
| + Retainer 3 mo | ~$109 | ~$93 | $45–55 (scale only; not day-1) |
*Day-1 primary goal remains frontend CPA ≤ $27. LTV ceilings only inform how hard to scale once freeflow + sales attach are proven.
Same Digistore products and production landers. Segments change creative, CPA floors, budget, and DFY emphasis — not the checkout path.
A · Offer
Angle: throwing money away → make more on the same ad spend.
DFY retainer $1,500–$3,000 / mo (mid $2,250). Higher ops / media scope.
Lander: margin-checker/
Angle: paid / waiting / stuck AR → cash unlocked.
DFY retainer $750–$1,500 / mo (mid $1,200). $1,500 is the top end.
Lander: ar-checker/
B · Traffic temperature
| Cold prospecting | Warm (engagers / video / site) | |
|---|---|---|
| Daily test | $75–150 | $40–80 |
| Frontend CPA target | ≤ $27 (stretch $20) | ≤ $22 (stretch $15) |
| Kill line (3d after learning) | > $40 | > $32 |
| Creative bias | Problem / education | Proof + offer urgency |
| Landing | Prod V3 only | Same (or tighter offer-first test) |
C · Trade verticals
| Vertical | Angle bias | CPA note |
|---|---|---|
| Roofing | Job cost / waste on ads | Base |
| HVAC | Seasonality / booked jobs | Base |
| Excavation / heavy | High ticket · lead quality | Allow +10–15% CPA early |
| Landscape / mulch | Volume · thinner margin | Tighter stretch CPA |
| GC / remodel | Mixed jobs | Base |
D · Business size / ad spend band
| Band | Proxy | Hook | DFY / impl fit | Budget delta |
|---|---|---|---|---|
| Low | < ~$2k/mo ads | Stop bleeding on a small budget | Low retainer; case/impl rare | Test $50–75/day; kill CPA faster |
| Mid | ~$2–6k/mo | Make more on same spend | Core media + case path | Base plan |
| High | $6k+/mo | Systems / capacity / DFY | Highest $3k impl + retainer probability | $150–300/day sooner; careful claims |
Performance goals (day-1)
| Diagnostic | Target | Notes |
|---|---|---|
| Link CTR (cold) | ≥ 1.0% | 1.2–1.8% with winners |
| CPC | ≤ $1.50 early | ≤ $2.50 OK if CPA holds |
| LP → checkout | ≥ 8% | Goal 12%+ |
| Checkout complete | ≥ 40% | Orderform landers |
| Bump / OTO1 / Case | ≥30 / ≥12 / ≥2% | Of main buyers |
| Impl take (of case) | ≥ 30% | $3k after Call 2 |
| Retainer start (of case) | ≥ 20% | $1.5–3k/mo P&L |
Budget phases (base cold · mid)
| Phase | Daily | Duration | Purch. @ $27 CPA | Notes |
|---|---|---|---|---|
| Learn / test | $75 | 7–14 days | ~2.8 / day | 3–5 creatives · margin-checker only |
| Validate | $150 | 7 days after stable CPA | ~5.5 / day | 1–2 winners |
| Scale step | $300 | CPA ≤ $27 & MER ≥ 1.5 | ~11 / day | +20–30% every 3–4 days |
Performance goals (day-1)
| Diagnostic | Target | Notes |
|---|---|---|
| Link CTR / CPC / LP CVR | ≥1% / ≤$1.50 / ≥8% | Same diagnostics as P&L |
| Bump / OTO1 / Case | ≥30 / ≥12 / ≥2% | 719750 / 719751 / 720647 |
| Impl take (of case) | ≥ 30% | $3k after Call 2 |
| Retainer start (of case) | ≥ 20% | $750–$1,500 / mo · top $1.5k |
Budget phases
| Phase | Daily | Duration | Purch. @ $27 CPA | Notes |
|---|---|---|---|---|
| Learn / test | $75 | 7–14 days | ~2.8 / day | Separate campaign from P&L |
| Validate | $150 | 7 days stable | ~5.5 / day | Do not pool CPA with P&L |
| Scale step | $300 | CPA ≤ $27 & MER ≥ 1.5 | ~11 / day | +20–30% every 3–4 days |
| Combo | Daily test | CPA target / kill | Creative / DFY emphasis |
|---|---|---|---|
| Cold × Mid × Roofing × P&L | $75–150 | ≤$27 / >$40 | Waste on ads · same spend. Soft DFY. Core plan. |
| Warm × High × HVAC × P&L | $80–200 | ≤$22 / >$32 | Proof + systems. Highest path to $3k impl + $1.5–3k retainer. |
| Cold × Mid × Collections | $75–150 | ≤$27 / >$40 | AR stuck / waiting. DFY retainer mid ~$1.2k · cap $1.5k. |
| Cold × Low × Landscape × Collections | $50–75 | ≤$24 / >$35 | Tight margins. Kill faster. De-emphasize $3k/retainer in ads. |
| Cold × High × Excavation × P&L | $100–200 | ≤$30 early / >$45 | +10–15% CPA tolerance early (high ticket). Then snap to ≤$27. |
utm_source=meta&utm_medium=paid&utm_campaign={pl|collections}_{segment}_{angle}&utm_content={creative}| Funnel | Metric | Target | This week | Prior | Status |
|---|---|---|---|---|---|
| P&L | Ad spend | plan | — | — | — |
| P&L | Frontend CPA | ≤ $27 | — | — | — |
| P&L | Freeflow AOV | ~$52 | — | — | — |
| P&L | MER | ≥ 1.5× | — | — | — |
| P&L | Case / Impl / Retainer # | ≥2% / 30% of case / 20% of case | — | — | — |
| P&L | Retainer MRR added | $1.5–3k × seats | — | — | — |
| Collections | Ad spend | plan | — | — | — |
| Collections | Frontend CPA | ≤ $27 | — | — | — |
| Collections | Freeflow AOV | ~$52 | — | — | — |
| Collections | MER | ≥ 1.5× | — | — | — |
| Collections | Case / Impl / Retainer # | same rates | — | — | — |
| Collections | Retainer MRR added | $750–$1.5k × seats | — | — | — |
Kill: frontend CPA > $40 cold (or > $32 warm) for 3+ days after learning → pause scale. Scale: CPA ≤ target and MER ≥ 1.5 for 3–4 days → +20–30% daily.