Specialist trades · Sydney & regional NSW
Turning a Meta problem that wasn't a Meta problem
Painting trades business had blamed the ad platform for a year. The ad platform was not the problem. The page Meta was sending people to had been silently failing the moment of decision - and once we fixed it, the same budget started producing more than double the quoted jobs.
Quoted jobs
2.4×
Ad spend
unchanged
Cost per quote request
−54%
Average job value
+22%
01 - The situation
Painting trades business were a credible operator in a category full of cowboys. The ads were getting clicks. The quote calendar stayed empty. The owner had been told by three previous agencies that Meta had changed, that the algorithm had broken, that the audience was tapped out. None of it was true.
02 - What we did
We screen-recorded twenty real visitors on the existing landing page and watched where they stopped. They all stopped in the same place - the moment the page asked them to imagine a stranger painting the inside of their house. The page had no answer for that hesitation. So we wrote one.
- New page built around the painters themselves - names, photos, years on the tools, a short video walkthrough of a finished job.
- Quote form rebuilt - fewer fields, clearer commitment, an explicit promise about who calls back and when.
- Ad creative refocused on the painters, not the paint.
- Follow-up sequence - three short messages from the lead painter, not from a generic admin inbox.
The buyer wasn't hesitating on price. They were hesitating on a person.
03 - The outcome
Quoted jobs more than doubled on the same ad budget inside two months. Average job value rose 22% as the new positioning pulled in homeowners commissioning full-home jobs rather than spot touch-ups. Painting trades business now run the funnel on retainer.