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Paid Social — Good Ground
Sow More Seeds

Reach the customers who don't know they need you yet — and be ready when they respond.

Facebook and Instagram advertising that puts your business in front of the right audience with the right message. Every lead enters a system built to convert — so social ads produce revenue, not just engagement.

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Avg. Follow-Up
3+ Days
Lead Temperature
Cooler
On Good Ground
2–3× Conv.

Social ads generate leads. The question is what happens to them.

Paid social is different from paid search. In paid search, someone is actively looking for what you offer. In paid social, you're interrupting their scroll with an offer that catches their attention. That makes social leads inherently cooler — they weren't searching for you. They were looking at pictures of their friend's vacation.

That doesn't mean they're bad leads. It means they require more from your systems. A search lead has high intent and low patience. A social lead has moderate interest and even lower patience — they need fast response plus consistent nurture to convert.

This is where most social ad campaigns fail. The ads run. Leads come in. And then nothing happens. The lead sits in a spreadsheet for three days. Someone calls them on Thursday. They've already forgotten they filled out the form.

Social Lead Decay
Cooling
0 min
Hot
30 min
Warm
4 hrs
Cool
24 hrs
Cold
72 hrs
Gone
0:00
Lead submits form — interest peaks, scrolling stops
0:30
Still thinking about it — window closing
4:00
Back to scrolling — barely remembers
24 hr
Someone calls. "What form?"
72 hr
Lead is gone. Ad budget wasted.
Social leads decay faster than search leads. Without instant response, you're paying for leads that were never going to convert.
The ads worked. Your timing didn't.

Ads that target the right people. Systems that convert them.

The Ad

Precise audience targeting combined with scroll-stopping creative and copy that prompts action — demographics, interests, behaviors, and lookalikes.

Audience
Lookalike
Radius
25 mi
CTR
3.2%
Right audience, right message, right moment
The Capture

Platform-native forms for minimal friction or dedicated landing pages for higher qualification. Either way — instant capture.

Instant Form
In-App
Name
Sarah Mitchell
Phone
(859) 555-0147
Service Needed
Kitchen remodel estimate
Submit →
Pre-filled from Facebook profile • 2 taps to submit
Friction
Minimal
Pre-filled
Auto
To CRM
Instant
2 taps. Zero effort. Lead captured.
The Nurture

Social leads need a different cadence — more touchpoints, more education, more time. We build sequences that match the channel.

Social Lead Sequence
8 Touches
Instant
Personalized text with offer details
1 Hour
Email with social proof & case study
Day 2
Personal call or voicemail drop
Day 4
Value-add SMS with helpful tip
Day 7
Education email — why act now
Day 10+
Retarget ad + final offer sequence
Touches
6–8
Duration
14+ Days
Channels
SMS + Email + Ad
Patient. Persistent. Progressively compelling.

Social leads need a different nurture cadence than search leads. We build sequences that match the channel.

What's included.

Campaign Strategy & Audience Development
Full campaign architecture built around your ideal customer profile.
Ad Creative & Copywriting
Multiple variations tested and refined — scroll-stopping creative that drives action.
Facebook & Instagram Management
Full campaign setup, management, and optimization across both platforms.
Audience Targeting
Demographics, interests, behaviors, and lookalike audiences modeled on your best customers.
Lead Capture
Platform-native forms or dedicated landing pages — minimal friction, maximum capture.
CRM Integration
Every lead tracked from ad impression to closed customer with full attribution.
Social-Specific Follow-Up
Higher touch, longer cadence sequences built specifically for social-origin leads.
Retargeting Campaigns
Re-engage website visitors and prospects who engaged but didn't yet convert.
Weekly Optimization
Creative, targeting, budget, and placement adjusted based on real performance data.
Monthly Reporting
Spend, leads, cost per lead, and downstream conversion — not just vanity metrics.

What social ads produce when the follow-up matches the channel.

Social leads convert differently than search leads — they typically take longer but often produce higher lifetime value because the relationship started with education and trust-building rather than urgency.

When a social lead gets an instant response and enters a nurture sequence built for their journey, conversion rates climb significantly. Businesses running social ads on Good Ground typically see 2 to 3 times higher conversion rates from the same ad spend — not because the ads are better, but because the systems behind them are.

And because every lead is tracked from click to close, you can see exactly which campaigns, audiences, and messages are producing customers — not just leads. That visibility lets you shift budget toward what works and cut what doesn't, making every month more efficient than the last.

Lead Journey Comparison
Insight
Search Lead
Time to Convert
1–3 Days
Intent Level
High
Touches Needed
2–3
Lifetime Customer Value
$0
Search Lead
vs
$0
Social Lead
Social leads often produce higher LTV — the relationship starts with trust
Different journey. Stronger relationship. Higher value.
Part of the system

The ad gets the attention. The system earns the trust.

A social lead sees your ad, submits their information, and immediately receives a personalized text. Over the next days and weeks, they're nurtured through email and SMS — educated, engaged, and moved toward a decision. When they're ready, they book through your scheduling system and enter the full customer journey.

Social advertising without follow-up is a leaky bucket. Social advertising on Good Ground is a relationship engine.

Campaign Landing Pages
Dedicated pages for campaigns that need higher qualification than platform forms.
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Email & SMS Nurture
Multi-touch sequences built for the longer social lead conversion timeline.
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Analytics & Attribution
Track every dollar from social ad impression to closed customer and beyond.
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Find out if your systems are ready for social traffic.

A Ground Check takes 15 minutes. We'll assess your follow-up infrastructure and show you whether social advertising would produce customers or just leads at this stage.

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