sCALING META ADS AND LOWERING THE COST PER QUALIFIED CALL
Optimizing Instagram Ads to Deliver High-Quality Leads at Scale
Meta Ads Campaign Consolidation and KPI-Driven Scaling
I engineered a high-performance Instagram Ads system that generated 6,556 leads across multiple verticals—tattoo studios, software developers, and niche lifestyle offers. By combining campaign budget optimization with audience segmentation and offer-specific creative testing, I consistently delivered sub–$10 CPLs, high click-through rates, and scalable lead quality.
Strategy
The goal was to prove that a diversified Instagram Ads portfolio could drive profitable lead generation across very different markets while maintaining strict KPI control:
CPL target: <$10
CTR target: >2% for cold traffic
Lead quality: Measured by downstream booking and sales conversion rates per vertical
Instead of running disconnected campaigns, I structured a tiered funnel approach:
Phase 1: Broad cold interest targeting to find scalable audiences
Phase 2: Retargeted audience + creative matching
Phase 3: Scaling with more direct callouts in creatives and urgency
System + Tooling
Meta Ads Manager → Campaign Budget Optimization (CBO), split testing for creatives, daily KPI review
HighLevel CRM → Automated lead capture from Instant Forms & website, integrated follow-up
Zapier → Instant lead sync from Meta to CRM
Google Sheets Dashboard → Manual daily CPL, CTR, and ROAS tracking per ad set
Creative Stack → Video ads for cold traffic, carousel for retargeting, single-image urgency posts for final push
Execution
Deployed 12 campaigns across multiple verticals, each with its own audience and creative strategy
Tested direct ad callouts vs intrigue angles (e.g., “Hack Upwork” vs broad interest-based hooks)
Used broad Big 4 interest stacks for tattoo leads (21,353–80,305 reach) and narrowed to intent-based interests for lower CPLs
Implemented creative rotation every 5–7 days based on CTR dips
Pushed budget into top performers while pausing ad sets above $9 CPL or <1% CTR
Ran low-friction Instant Forms for quick lead capture in early tests, then graduated to website conversion objectives for higher-quality bookings
Results
Total Spend: $5,224.49
Total Leads: 6,556
Average CPL: $7.97
Average CTR: 2.34%
Best CTR: 4.27%
Best CPL: $6.49
Ongoing Ownership
Weekly campaign audits to reallocate budget toward CPL and CTR leaders
Creative refresh cycles synced to performance thresholds (CTR drop >20%)
Scaling CBO campaigns while trimming underperforming ad sets at the 72-hour mark
Audience retargeting at 7-day and 30-day intervals with urgency-driven offers
Continuous funnel refinement: reducing friction, optimizing lead-to-call booking rates, and matching creative tone to audience intent
BOOKING CALLS AND LOWERING COSTS
Scaling an Outbound Funnel to $10K/Month Using KPI-Based Testing
LinkedIn Cold Outreach for Market Penetration
I built a high-performance direct outreach system from the ground up using LinkedIn Sales Navigator to target software developers transitioning to freelancing. After failed ad campaigns, I switched to manual outbound, developed a repeatable messaging sequence, and implemented performance tracking using Google Sheets. I personally managed the entire funnel—from message testing to call booking, to sales conversion—before systematizing the process with virtual assistants. The result was a 10% response rate, 25% call booking from responders, and consistent $10K/month revenue with over 15 qualified calls per week.
Strategy
As an early-stage founder, I needed a predictable client acquisition system targeting freelance software developers. Initial paid ad efforts failed (zero traffic + zero calls), so I pivoted to cold outbound as a faster validation path.
I set the strategic KPI:
1) Book 3+ sales calls/day
2) 10% response rate minimum on cold messages
3) At least 25% call booking from responses
System + Tooling
LinkedIn Sales Navigator → Prospect targeting
Manual outreach + Google Sheets → Message tracking
Zapier + HighLevel → Automate follow-up messaging (email + SMS) and call scheduling
HighLevel CRM → Centralized lead tracking, appointment setting, tagging, and call reminders
Google Sheets dashboard → Daily KPIs tracked manually:of messages sentReply rateBooked callsNo-show rateRevenue per call
Execution
Created and tested 15+ DM scripts in Sales Navigator based on market objections and triggers
Tracked response rates per message variation inside a structured Sheet
Built a follow-up system using Zapier and HighLevel Workflows to automatically send
- Email & SMS reminders for booked calls
- Follow-ups for no-shows
Hired an assistant and trained them using an SOP I created in Notion + HighLevel task templates
Personally closed all sales over Zoom using a standardized script
Results
Scaled from 0 to 15 sales calls per week
Maintained a 10% DM reply rate, with 25% of replies booking a call
Reached $10,000/month in revenue from cold outbound
Show-up rate improved to 60%+ using HighLevel SMS + email drip
Tracked all metrics in a Google Sheet that updated daily as a personal sales dashboard
Ongoing Ownership
Delegated lead generation to assistant
Automated reminders and call confirmation using HighLevel workflows
Used system weekly to improve DM scripts and follow-up messages based on KPI dips
Doubling Close Rate by Engineering a High-Converting Funnel
Tattoo Artist Lead Generation with Progressive Funnel Friction
I engineered a full-funnel paid ads system for tattoo studios, optimizing each step to convert cold traffic into high-ticket paying clients. Starting with Meta Instant Forms, I progressively added friction—email opt-ins, VSLs, qualification filters, and custom reminders—to raise lead quality without hurting conversions. Using Go High Level for automation and Facebook Ads Manager for tracking, I hit a $5 CPL, 70% show-up rate, and sold $1K+ services without social proof. My focus on real-time KPI reviews and funnel bottleneck fixes led to doubling qualified calls while reducing no-shows.
Strategy
Initially, we took every call we could get—anyone remotely in the tattoo industry. It inflated our calendar but tanked our close rate. We shifted strategy to prioritize buyer intent over volume.
We asked: “What if we filtered for the belief level that drives buying decisions?”
This resulted in a high-friction, high-conversion funnel with strict qualification logic.
System + Tooling
HighLevel → Funnel pages, VSL hosting, qualification forms, booking system, SMS/email automations
Zapier → Triggered lead alerts, follow-up sequences, and DMs
Google Sheets → Conversion and show-up rate tracker by funnel variation
Meta Ads Manager → CPC, CPM, CPL tracking on front-end traffic
Loom + CapCut → VSL production and testimonial-style case study clips
Notion → Documented SOP for lead routing and objection handling
Execution
Created a friction-based funnel where leads had to:Complete a multi-step application form in HighLevelWatch a VSL (disguised Perfect Webinar) before bookingAnswer a qualification DM confirming they were a studio owner
Once qualified, leads were booked into a HighLevel calendar with:SMS & email reminders 48h/24h/1h before callAdditional proof assets (testimonials, results video) embedded in each reminder
Immediate 5-min post-booking call used to pre-close or build urgency
DM qualification handled manually using a script stored in Notion
Results
Show-up rate jumped to 70% (up from ~30%)
Close rate increased to 60–80% on $300 intro offer
Half of those upgraded to $3,000 upfront + $1,000/mo continuity program
Doubled revenue with fewer calls and higher leverage per lead
Reduced calendar bloat and increased lead quality with belief-based filtering
Ongoing Ownership:
Created a lead tagging system in HighLevel to segment by belief stage
Built out reminder workflows and nurturing automations to increase show-up rate
Maintained a weekly call audit system to identify objections and update messaging
Used this model as a core asset across all future offers, increasing revenue per rep
cHANGING OUR APPROACH TO ACQUIRE CUSTOMERS
Nurturing Leads with a SKOOL Community-Driven Content System
Freelance Developer Community Funnel with Content-Led Conversion
To scale a software freelancer coaching program, I built a private community funnel that attracted over 50 members monthly. Entry was framed as a "match fit" call into a free content-driven community. I nurtured leads through high-frequency content—behind-the-scenes tactics, weekly livestreams, and group discussions—then messaged hot prospects individually to book sales calls. My ability to control time-to-close while increasing conversions by 20% came from strategic DM qualification, organic community proof (engagement, comments), and tactical follow-up sequences.
Strategy
We discovered that selling high-ticket offers ($1,500+) to freelance software engineers failed when we relied solely on cold calls and direct closes. Instead, we engineered a trust funnel—built not on pressure, but on proximity and authority.
The strategy: use a “match-fit” call as the front door into a community-based nurture funnel, convert with content, and close via DMs.
System + Tooling
HighLevel → Opt-in forms, booking pages, SMS/email automations, lead tagging
Facebook Group → Core nurture community (50 new leads/month)
Descript + Loom → Produced behind-the-scenes video walkthroughs
HighLevel Workflows → Triggered onboarding into the group + weekly re-engagement sequences
Google Sheets + Formulas → Weekly content tracker and lead response tracker
Zapier → Connected Facebook group join approvals to lead tags in CRM
Notion → Content calendar, Q&A logs, and DM scripts
Execution
Used a 15-minute “match fit” call to filter leads and invite qualified prospects into a private Facebook community
Posted daily tactical content inside the group showing my personal backend workflows—client onboarding, ads, DMs, etc. No fluff, just receipts
Hosted weekly live Zoom calls for Q&A and community touch
Engaged 1-on-1 in DMs with members showing interest, using personalized consultative questions to surface objections and drive urgency
Logged all group interactions and tracked lead responses to content posts
Used HighLevel SMS/email automations to re-engage inactive group members weekly
Results
20% increase in conversions from same traffic volume
Clients exposed to group content were 2x more likely to buy the $1,500+ offer
Client LTV increased by 2 additional months due to deeper engagement and relationship before close
Created a backlog of comment-based testimonials and case study fodder for ads and nurture
Turned passive leads into warm, educated, pre-sold buyers
Ongoing Ownership
Built a content-to-close SOP with weekly checklist for nurture, DM flow, and conversion
Used HighLevel tags to trigger different email content tracks based on group engagement
Created a “Hot Lead Tracker” to prioritize DM follow-ups based on post interaction
System replicated in future verticals (tattoo, mindset, sales) as a modular trust asset
Fixing a Broken Funnel by Qualifying Belief Stage with a Quiz
Filtering for Intent: How a 12-Question Quiz Fixed Our Funnel
Despite strong ad performance and low CPL, our sobriety funnel underperformed in sales due to misaligned buyer readiness. I rebuilt the lead intake process around a 12-question HighLevel quiz that filtered for belief stage and commitment level. With automated follow-ups, gated content, and real-time qualification logic, we cut no-shows in half and doubled the buyer conversion rate—turning an interest-heavy audience into ready buyers.
Strategy
We launched a direct-response offer to help individuals stop drinking within 30 days, priced at $300/month. While our cost per lead was under $5 and sales calls cost less than $20, our close rate was near zero.
The insight? These leads weren’t buyers—they were emotionally interested but not yet committed to change. We didn’t need more traffic—we needed better timing and belief alignment.
System + Tooling
HighLevel → Funnel builder, quiz logic, CRM tagging, SMS/email reminders
Meta Ads Manager → Ran CPC-optimized traffic to free discovery quiz
HighLevel Survey Forms → 12-question quiz to qualify intent and belief stage
Zapier → Triggered email workflows only if quiz results passed qualification
HighLevel Workflows → Sent reminders, delivered gated VSL access, and managed booking logic
Google Sheets → Conversion rate and quiz drop-off tracking
Notion → Scripted DM follow-up questions based on quiz answers
Execution
Replaced standard opt-in form with a 12-question qualification quiz titled:
👉 “Is Sobriety Even Possible for You?”
Required leads to complete the quiz and score within a specific threshold before unlocking the VSL and booking page
Added logic in HighLevel to tag leads based on responses:Intent scoreCurrent drinking patternPrevious attempt history
Integrated HighLevel with SMS/email reminders and "belief-building" content that was only sent to qualified leads
Sales calls were only offered to leads who:Completed the quizIndicated they were actively looking for solutionsClicked through to watch the VSL
Results
No-shows dropped by 50%
Buyer conversion rate doubled, from under 5% to 10%+
Prospects arrived to calls with significantly higher trust and motivation
Clients were pre-exposed to the solution logic via gated VSL
Leads started doing "the work" before the call—arriving prepared with questions
Ongoing Ownership
Installed quiz analytics tracking to monitor completion rate, question drop-off, and qualification score trends
Built an SOP for belief-stage segmentation that’s now used across other high-emotion verticals (health, mindset, coaching)
Created a HighLevel snapshot template for this funnel that could be cloned in 10 minutes for new client use
Logged all quiz results to a dashboard and built custom views for follow-up sequences based on answer clusters
FINDING OPPORTUNITIES
Validating a Scalable Niche Through 12 Funnel Experiments
Business Validation Through Paid Traffic and Conversion KPI Testing
Before committing to a single offer, I rigorously tested over 12 different niches using a disciplined framework for business model validation. Each funnel was pressure-tested with paid ads and tracked against core KPIs: $1 cost per lead, 25% conversion rate at each stage, and $300–$3K monetization thresholds. I iterated rapidly, monitored performance using Google Sheets, and only scaled ideas that consistently exceeded KPI benchmarks. This culminated in choosing lead gen for tattoo artists—a market that produced qualified leads, consistent appointments, and scalable revenue from day one.
Strategy
My mission was to find a scalable business model through structured experimentation. I committed to testing 12 different offers across various niches using real market data—specifically:
Minimum 25% conversion rate per funnel stage
<$5 cost per lead from paid traffic
Proof of offer-market fit via booked calls and sales
This wasn’t guesswork—it was a structured growth lab.
System + Tooling
Meta Ads Manager → Campaign split testing, audience targeting, CPC/CPL/ROAS tracking
HighLevel → Funnels, appointment booking, lead capture forms, and SMS/email automations
Google Sheets → Experiment tracker and KPI dashboard (per niche, per funnel)
Zapier → Connected Meta Ads leads to HighLevel CRM for real-time nurture
Descript + Final Cut → Self-produced VSLs to qualify leads and build trust
HighLevel Pipelines → Tracked funnel performance by source, conversion stage, and retention
Execution
Ran paid traffic to lead magnets (e.g., “Content Strategy for Tattoo Artists”) using Meta Ads
Captured leads into HighLevel funnels with embedded VSLs and call booking
Created friction-based filters to qualify leads (form questions, video gate, required answers)
A/B tested creatives, offers, and funnel length
Installed automated reminders (email + SMS) via HighLevel Workflows
Monitored KPIs daily inside a spreadsheet pulling data from Ads Manager + HighLevel exports
Results
Validated tattoo niche with:<$5 CPL20%+ lead-to-call booking70% show-up rate80% close rate on $300 entry offer
Self-produced VSL doubled conversions by aligning message with buying stage
Doubled down on tattoo artists and sunsetted unscalable verticals based on hard data
Generated 5-10X ROI from paid campaigns once funnel was locked in
Ongoing Ownership
Built an SOP + Scorecard system for testing new markets in 30-day cycles
Used HighLevel snapshots to clone top-performing funnel templates for rapid launch
Created an internal playbook for friction-based funnel sequencing, used in future offers
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