Your first 30 days with TopKnock

Week 1, Meta is learning

Your campaigns just went live. Meta's algorithm needs to show your ads to ~5,000-10,000 people before it figures out who actually responds. This phase is noisy.Cost- per-lead can swing from $20 to $150 day-to-day for the first 5-7 days. That's normal. Don't pause anything.

What you'll see:

• 0 to 3 leads in the first 3 days. Some days nothing.
• Spend tracks at or under your daily budget, Meta paces.
• Lead quality is mixed, some great, some duds.

What we're doing behind the scenes: rotating in fresh creative variants, watching for any disapprovals, capping spend on under-performers.

Week 2, Rotation kicks in

Meta now has data on which creatives work. We auto-kill the worst 20-40% and double down on the winners. Your CPL starts to stabilize around your trade's typical range.

• 3-8 leads expected this week.
• CPL settles into a band, usually $25-$60 depending on trade.
• You should see your first HOT lead (score 90+).

Action item: contact every lead within 5 minutes. HOT leads close 3-5× more often when you respond inside that window. Set yourself a notification and don't miss it.

Week 3, CPL stabilizes

The algorithm has converged. CPL should be predictable now. If it's still erratic, we'll fold in new creative angles (storm-damage, financing, before/after) to give Meta more to optimize against.

• 5-12 leads/week, mostly tier-WARM or HOT.
• CPL within ~15% of your trade's benchmark, you're paying market rate.
• First booked job is typical here.

Week 4, Scale winners

Pick the best-performing campaign and bump its budget. We recommend bumping in 20% steps so Meta's pacing logic doesn't reset to learning. Add a second angle if you haven't already.

• Aim for ~10 leads/week at this point.
• Track close rate, not just lead count. The two compound.

Day 30, Review and decide

One month in, look at your dashboard's ROI summary:

• What did you spend?
• What jobs did you book? What's the dollar value?
• What's your ratio (revenue ÷ ad spend)?

Most contractors hit 3-5× return by Day 30 once Meta has converged. If you're below 2×, book a review call with us. We'll dig in on close rate, lead-form quality, or targeting and figure out the lever.