You have been putting money into Facebook ads and hoping. Ninety days from now you
will know what a customer actually costs you, which words make them pick up the
phone, and exactly what to do when it goes quiet. That is a licence — not a
service you have to keep buying.
No card, no call. I read your ad and tell you what is wrong with it.
90-Day Fishing Licence
Cedar Creek Plumbing
Day
23 of 90
A customer can cost
$84
Actually costs
$77.63
What each bait costs you per enquiry
Start here, free
I can tell you why your bait is wrong. I cannot tell you where the fish are from the outside.
Send me the ad you are running now. I will read it the way your customer reads it and
tell you what it is doing wrong, in plain English, with the rewrite. That is free and
it is yours whether or not you ever pay me a penny.
What I can see from here
Whether your ad speaks to a real reason someone buys, or just describes what you do
Which objection you are leaving unanswered
Where the first line loses people
A rewrite you can paste in today
The Gap
What a customer is actually costing you right now
Which of your ads is quietly eating money
Whether your customers buy on fear, on pride, or because a neighbour did
What to do the week the phone stops ringing
None of that can be guessed from the outside. It takes 90 days of real spend to
answer, and answering it is the whole job below.
Nobody hands you a map of the lake. You have been fishing blind, and blind fishing is
expensive, because the bait costs money whether or not anything eats it.
Month one
Find the bite
Three lines go in the water. Each carries a different bait, built on a different
reason a person gets hungry: one names what waiting is costing them, one shows them
the version of themselves who has it handled, one shows them the neighbours who
already called. Same money on each. Same water. Only the bait changes —
because if you change three things at once and something bites, you have learned
nothing.
Then you leave them alone for two weeks. This is the part every failed fisherman
gets wrong, so I lock the controls and show you the countdown.
1Month two
Stop paying for quiet water
On day 30 you get the verdict: which bait is feeding you, and what that says about
your customer. We cut the lines that are not producing and put all the money on the
one that is. Then the two moves that only work once you know where the bite is
— ask the lake for more people like the customers you already caught, and go
back for the ones who came close and swam off.
Those second-cast people are usually the cheapest customers in the whole account,
and most businesses never go back for them.
2Month three
The fish get smart
They always do. People see the same ad enough times and stop noticing it. This is
not you failing — it is the most predictable thing in advertising, and it is
what ends most businesses, because they think the market dried up. So before it
happens, we cut new bait and fish it alongside the old. If the new one is better we
switch. If not, we keep what works.
I will tell you the week it is coming, before it arrives. That is the difference
between a plan and a panic.
3
What you get
Instruments, not a monthly PDF.
You will never open Ads Manager and understand it. It is a spreadsheet with two hundred
columns built for media buyers. This has six numbers and tells you what to do about them.
Your Waterline
The most you can pay to win a customer and still make money. We work it out in the
first twenty minutes, and then every number you ever see is judged against it.
Most owners have never had this figure in their life.
The lock
For the first fourteen days the controls are disabled and you can see the countdown.
Moving an ad early restarts its clock and costs you the month. The discipline is
most of what you are paying for.
Alerts before you notice
An ad rejected at 2am is flagged to you by 8am, with the actual reason in plain
English and the fix. Same for zero delivery, a failed payment method, or spend
running away from the plan.
The net
Facebook can count a phone call. It cannot tell you whether that person booked, or
what they were worth. You log that in fifteen seconds a time, and it is what turns
day 30 from a report about clicks into a report about money.
The Catch Report
Day 30. Which bait won, by how much, and how confident I actually am — stated
honestly, including the months where the honest answer is “too close to call
yet”. Then exactly what to change, numbered, with a video.
The Chart, on day 90
One page. Who your customers really are, which angle wins with them, what one
costs, what one is worth, your best hours, and what to do on day 91. Yours to keep,
unconditionally, whether you carry on with me or not.
Read this before you buy
If you are spending under $30 a day, I will turn you down.
Three lines in the water needs enough money behind each one to get an answer. Below
about $30 a day there is not enough bait here to fish three lines — we would
spend 90 days learning nothing and both of us would have wasted them.
If that is you, say so and I will point you at the smaller thing instead: one audit,
three ads, one line set up properly, for a lot less. I would rather lose the sale
than sell you a programme that cannot deliver what it promises.
Price
One price for the whole 90 days.
The 90-Day Fishing Licence
Your Waterline worked out with you
Three ads written on three different reasons people buy
The dashboard, the alerts and the weekly read
Reports on day 15, 30, 60 and 90 — each written by a person, not a robot
New bait in month three, before the old bait goes stale
One audit and three new ads a month, for as long as it is useful. Most people carry
on, because the market keeps moving and writing new ads takes time. But you carry on
as someone who can read the numbers, and that is a completely different conversation.
Not included: your ad spend.
You pay Facebook directly from your own account, at whatever budget you set. I never
touch your money and I cannot spend it.
Straight answers
The three things everyone asks.
Can you spend my money?
No. I ask for viewing access only. The permission screen you will see says
“View performance” — that level cannot create an ad, change an
ad, or spend a cent. Your card stays yours, your budget stays yours.
Can you lock me out of my own account?
No. You grant access from inside your own Business Manager, which you own. I am a
guest on it. I cannot add people, remove people, or change who owns anything.
Can I take the access back?
Yes, in two clicks, whenever you want, without telling me first. I will send you
the video showing exactly how to remove me before you grant anything.
Nobody planning to abuse access teaches you how to revoke it.
What if the 90 days do not work?
Then you get told that plainly, and you still get the Chart. Ninety days of real
spend always produces an answer — sometimes the answer is that your offer is
wrong, or that the leak is in how fast the phone gets answered rather than in the
ads. Those are worth knowing and I will not dress them up as a win.
Do I have to do anything?
About twenty minutes at the start to tell me about your business and your
customers, and roughly fifteen seconds a day logging whether an enquiry turned into
a booking. That second one is small and it is the thing that makes everything else
work — it is the only data Facebook cannot see for you.
You will be able to fish this lake without me.
That is the point of the whole thing. Ninety days from now you will know where your
customers are, why they buy, what one costs you and what one is worth. Start with the
free audit — it costs you nothing and you keep the rewrite either way.