Every click lands on a page made for it
Each ad opens its own version of the funnel. The headline, the picture and the first question pick up from the ad or search that sent them, so nobody lands on a page that starts from scratch.
What sent them
- Meta ad: “Your roof’s been sitting in the sun all summer.”. The page it opens: “Put your sunny roof to work”, then “How many bedrooms does your home have?”
- A tap on a Meta ad: Tapped “Plastic” on “Is your conservatory roof past it?”. The page it opens: “Swap your plastic conservatory roof”, then “Roughly how big is your conservatory?”
- Google search: Searched “solar panels for 3 bed semi”. The page it opens: “Solar panels for 3-bed semis”, then “Which way does the back of your roof face?”
- Meta ad: “Boiler getting on a bit?”. The page it opens: “Replacing an old boiler?”, then “How old is your boiler?”
Example pages · brands are invented
Or straight into a WhatsApp chat
Some ads skip the page. A tap opens a WhatsApp chat in the brand’s name, and the questions a form would ask come one at a time, in conversation.
Example WhatsApp ad from Homefinch: “Draughty sash windows? Send us a photo on WhatsApp.”. A tap opens this chat:
- Customer: (a photo of their window) the wind comes straight through this gap 🥶
- Homefinch: Thanks for the photo! I’m Homefinch’s assistant. That looks like the meeting rail on a sash. Is it every window or mainly this one?
- Customer: most of the front ones
- Homefinch: Got it. Is it your own home?
- Customer: yes
- Homefinch: Great. What’s your postcode? I’ll find installers who cover your area.
No form
A tap opens the chat
The ad opens WhatsApp, not a page. There’s nothing to load and nothing to fill in.
Picks up
It starts where the ad left off
Their first message is the photo or question the ad asked for, and the reply picks it up from there.
Our brand
One name, start to finish
The chat runs in the name of the brand on the ad, so nothing changes hands halfway through.
To you
A qualified lead at the end
Whether it’s their own home, their postcode and what they need, gathered in the chat and passed to your team.
Example chat · brands are invented
New ads every week, before the old ones tire
Ads wear out as people see them. So every week a new idea goes into test as a set of ads, made in every shape Meta shows. A static takes seconds to make and a video about a minute, so the next set is ready in time.
Example test set: Start with your roof, Solwell · Solar · 8 ads, each in 3 shapes. Set made · ready to test: Statics in seconds · video in about a minute. Every ad is made in 1:1, 4:5 and 9:16.
Example set · brands are invented
Weekly
A new idea every week
One new concept goes into test each week, across formats: photos, quizzes, video and WhatsApp.
Test sets
8–15 ads at a time
Each idea goes in as a set, so the platform has real options to choose between.
Every shape
1:1, 4:5 and 9:16
Every ad is made for feeds, Stories and Reels, with the words kept clear of each placement’s buttons.
Fresh
Ready before it tires
When an ad is winning, new versions of it are made before it starts to wear out.
The budget follows the leads that turn into work
A cheap click is no use if the lead goes nowhere. So each ad is judged on what happened to the leads it brought in, from what your team logs, and the budget moves week by week.
Where the budget went
- Proven ads
- “Sunny roof”, once proven
- Last week’s idea
- This week’s idea
- Week 1Proven ads · 70%Proven ads15%Sunny roof15%How many panels“Sunny roof” is in its second week of test, beside this week’s new idea.
- Week 2Proven ads · 55%Proven ads15%Sunny roof15%How many panels15%East–west roof“Sunny roof” brings leads that book visits, so it joins the proven ads.
- Week 3Proven ads · 40%Proven adsSunny roof · 30%Sunny roof15%East–west roof15%Panels or batteryIts leads keep booking, so it takes budget from the older ads.
- Week 4Proven ads · 35%Proven adsSunny roof · 35%Sunny roof15%Panels or battery15%Start with your roofIt now carries half the proven budget, and fresh versions are ready before it tires.
Judged on leads
Your outcomes, not clicks
What your team logs in Desk or your CRM (reached, booked, lost) shows which ads bring leads that turn into work.
Proven
About 70% to what works
Ads whose leads turn into work get most of the budget. The two newest ideas share the rest.
A fair run
Nothing off before day 21
Every ad gets three weeks before it’s judged, so a slow start doesn’t end a good idea.
Read weekly
A person, every week
Someone reads the results each week and briefs the next set. Nothing is left on autopilot.
Example month · one campaign
Ads that say what they are
Clear ads and clear consent. It’s what keeps a lead usable after it reaches you.
Advertising
No promises we can’t keep
No savings, no grants and no “you qualify”. The ads say what’s on offer, a quote from a local installer, so people know what they’re asking about.
Free solar panels for every home
Put your sunny roof to work
Consent
Consent that names you
Every lead agrees to be contacted, and the consent names you as the company they’ll hear from. The wording and the time stay with the lead.
Consent record
- Agreed
- 19:05:12
- Wording
- As shown on the page
- Names
- Your company
Finance
Finance ads stay yours
Ads for mortgages and finance support are financial promotions, so they run as your own approved ads, never in our brands.
Data
Shared with you
Each lead goes to the buyer named in its consent, handled under UK GDPR.
Who sees this lead
- Shared with
- Your company
- Handled under
- UK GDPR
Whose name is on the ads?
Our own consumer brands, made for each sector. The ads, the pages and the WhatsApp chats all run in the brand’s name, and you get the leads.
Where does a click land?
On one of two things: a page matched to the ad or search that sent them, with its own headline, picture and first question, or a WhatsApp chat that picks up from the ad.
How often do the ads change?
A new idea goes into test every week as a set of 8–15 ads, each made in 1:1, 4:5 and 9:16. When an ad is winning, fresh versions of it are ready before it tires.
How do you decide which ads keep running?
On what happens to the leads, not on clicks. What your team logs in Desk or your CRM shows which ads bring leads that turn into work. Those get about 70% of the budget, and no ad is switched off before day 21.
Is it automated?
Making the ads is quick: a static takes seconds and a video about a minute. Deciding what runs isn’t left to software. A person reads the results every week and briefs the next set.
Do you run ads for finance?
Ads for mortgages and finance support are financial promotions, so they run as your own ads, approved by you, rather than in our brands.
What does it cost?
You pay per qualified lead, at the band for your sector. There’s no setup fee, no monthly fee and no minimum term.
Leads from ads made this week
Tell us your sector, your area and what a good lead looks like. We’ll brief the first set of ads around it.
01
Agree your leads
Your criteria, area and volume, and where leads go: your CRM, Desk, or both.
02
We make the first set
A new idea as 8–15 ads, each with a page or a chat matched to it.
03
Your leads steer the next
What happens to each lead decides which ads keep running and what we test next.