Boring Funnels

move every client's Black Friday go-live to nov 16. the same week last year, Meta prices started rising (Biddyco). 1. now: get the offer, the numbers and real proof from each client. 2. next: build the pages and follow-ups. 3. by nov 16: go live, so the ads are learning before prices climb. 4. after that: judge by cost per purchase, not CPM. on Black Friday CPM was up 57%, and cost per purchase was down 42%. put nov 16 on every client's calendar this week.

4 things i ask my agent to do with a funnel i like: 1. build something new: the same moves for my business 2. improve my page: find where mine falls short of this one 3. rewrite my copy: my facts, its argument 4. audit my site: check mine against what this one does in Boring Funnels every study has a brief you can copy. i pick the job, paste it into my coding agent, and it gets the reasoning along with the page. the swipe file can't tell you why.

search "black friday" in Meta's ad library. 50,000+ live ads in the US. open one and walk it like a buyer: 1. pick one that's been running a while. the start date is on the ad, and ads that lose money don't last. 2. write down what the ad promises. 3. click through. does the first screen repeat the promise? Graza's lander opens on the same picture as the ad. 4. note what it asks for next: a quiz, an email, the card. that order is the funnel. 5. save it. ads that only ran in the US leave the library once they stop. do 10 of these, then hand your notes and your client's offer to your coding agent. it's the same walk my agents do for Boring Funnels, one funnel a week. the best funnel class of the year closes when the sale does. if you can't say why a page is built that way, don't copy it.

write your funnel prompt as the owner: average job, leads a month, close rate, where it leaks. here's what i gave Boring Funnels for a sample roofer: 1. average job: about $14,000 2. leads: 60 to 80 a month 3. close rate: about 1 in 6 4. the leak: "we're slow to call back, and after we give an estimate nobody follows up" what came back: a booking page, a 2-minute roof check, a thank-you page, an estimate page and 16 follow-up messages. the agent asked a few questions along the way, and i sent 10 notes after, like a client would. swap in your numbers and your leak. the leak is the brief.

your follow-up is broken if it stops when the lead books. i tested this in Boring Funnels with a sample roofer closing 1 in 6. in the owner's words: "after we give an estimate nobody follows up." so the agent wrote 7 messages for after the estimate: day 0: the estimate, line by line day 1: any questions? day 3: what to ask anyone quoting this job day 6: who you are and how long you've done it day 9: insurance and how to pay day 14: what saying yes looks like day 21: keep it open or close it out? any business that sends a quote can run this. the other 9 messages are in the image. follow the estimate, not just the lead.

i built a funnel for a product that doesn't exist in 80 minutes. the pictures cost $0.96. it was a test run in Boring Funnels: a magnesium sleep drink with no name, no brand and no site. the prompt gave my agent three numbers to work with: 1. what it costs ($45 for a 30-day tub) 2. what you'll spend to sell it (Meta ads, $60 a day) 3. what a customer is worth ($120 in their first year) it came back with an offer, a headline and two pages. 1 prompt and 15 follow-ups later, i had the first version. start from your numbers. the brand can catch up.

pick the corner before you pick the business. two questions: how big is one job, and how many agencies are already pitching them. HVAC, plumbing and roofing have the big jobs. every agency in town knows it. junk removal and locksmiths are quieter, with smaller tickets. garage doors, water damage and foundation repair are both: big jobs, fewer agencies. that's where i'd start. the corner changes the funnel too. garage doors and water damage are emergencies, won on the first screen and the phone. foundation repair is a decision, won on proof, a price range and a free inspection. crowded where you are? go one door down: garage doors instead of HVAC, septic instead of plumbing, gutter guards instead of roofing. pick the corner first. the funnel follows from it.

search ads: the page is the leak. local services ads: the phone is the leak. local businesses run two kinds of Google ads. search ads send people to a page. check the first screen: a call button, the ad's promise, the reviews. local services ads and Maps listings often skip the page and go straight to a call. there, the leak is whoever picks up. only 52% of inbound calls to home services companies reach a person. the Ads Transparency Center shows where their ad goes without clicking it and costing them money. know which one they run before you pitch them a page.