[FIRST NAME] here. I run [COMPANY] right here in [CITY]. If you own a home near me on a septic system, there is one thing to know before it backs up on you.

What to say, step by step

Time	Part	What you say	What we see
0-3	hook	[FIRST NAME] here. I run [COMPANY] right here in [CITY].	[CITY] OWNER
3-12	who-this-is-for	We only work homes near you. We are not a call center. We do not sell your name to five companies.	LOCAL... NOT A CALL CENTER
12-30	the-one-thing	Here is the one thing. A septic system warns you before it quits. Slow drains and a wet, smelly yard mean the tank or the field is failing. Caught early, you have real choices.	IT WARNS YOU... FIRST
30-48	timely-offer	Right now I am opening a few free septic site evaluations for local homeowners. I look myself. You get photos and a straight answer.	FREE [CITY] SITE EVAL
48-58	cta	Tap below. Tell me your street. I will come look myself.	TAP BELOW

What to film

Shot	How to film	Length
Owner selfie hook by the truck	Vertical medium close-up, owner centered, branded truck or a real job site behind them, natural daylight. Owner says the hook in their own words, no memorizing. Do not film while driving.	12s
B-roll of a real recent local septic job	One 10-second clip of the actual crew or a completed local project (excavation, new tank set, drain-field trenches, finished graded yard). Category must match septic replacement. Phone-shot, steady.	18s
Owner delivers the offer	Back to the owner on camera, direct to lens, calm and plain. Truck or logo visible.	18s
CTA end card	Owner making the ask, or a simple end card with the phone number and 'tap below'. Keep the subtitle short.	10s

The words on the ad

The words under the video on Facebook On a septic system in [CITY]? A failing tank or drain field starts with slow drains and a wet, smelly yard. I run [COMPANY] right here in town. Not a call center. We never sell your name. I am opening a few free septic site evaluations. You get photos and a straight answer. Tap to book yours.

The bold line on the ad Free Local Septic Evaluation

The small line under it From a real local owner

What to tell them to do Book Free Site Evaluation

Questions the form asks

What street or address is the home on?
What are you seeing? (slow drains, wet yard, odor, backups)
When did you first notice it?
Best phone number to reach you?
Best day and time for a free site evaluation?

The first text to send back

Hi [NAME], it is [FIRST NAME] with [COMPANY]. Thanks for asking about a free septic site evaluation. I would like to come take a look myself. What day this week works, and what is the best address? I will bring photos and a straight answer. No pressure.

Why it works

Homeowners trust a face and a town before they trust a claim. Naming the city and the owner in the first three seconds filters for locals and signals a small local business, not a lead reseller. The timely offer gives a reason to act today instead of saving the ad.

Filming notes Concept art of an owner-by-truck gets replaced with the real owner filming a 30-second selfie by their own truck, plus one real 10-second clip of a recent local septic job (excavation, new tank, drain-field trenches, or finished graded yard). Owner says the actual city and neighborhood out loud. Authenticity beats polish.

Video 2 5 Failing-Septic Warning Signs Checklist

Septic Replacement — 5 Failing-Septic Warning Signs Checklist concept ad frame — concept preview, not a live campaign result

CONCEPT PREVIEW Concept preview — example creative, not a live campaign result.

How the video flows

Septic Replacement — 5 Failing-Septic Warning Signs Checklist 3-panel storyboard (hook, teach, CTA) — concept preview, not a live campaign result

CONCEPT PREVIEW Concept preview — example creative, not a live campaign result.

Your opening line

5 signs your septic is failing. Number 3 is the one homeowners get wrong until it gets expensive.

What to say, step by step

Time	Part	What you say	What we see
0-3	hook	5 signs your septic is failing.	5 WARNING SIGNS
3-11	sign-1	One. Every drain in the house is slow at once. That points to the system, not one clog.	SIGN 1... ALL DRAINS SLOW
11-19	sign-2	Two. Toilets and drains that gurgle. The system is struggling to move waste.	SIGN 2... GURGLING DRAINS
19-27	sign-3	Three. A bright green strip of fast grass over the field. Folks think it is healthy. It can mean waste is leaking up.	SIGN 3... BRIGHT GREEN GRASS
27-35	sign-4	Four. A soggy, smelly wet spot over the tank or field. That is untreated waste at the top.	SIGN 4... WET SMELLY SPOT
35-43	sign-5	Five. Sewage backing up into the house. This one is urgent and a health risk.	SIGN 5... SEWAGE BACKUP
43-50	when-to-act	One sign can wait. Two or more together means get a site evaluation before it fails for good.	2 OR MORE... GET IT CHECKED
50-58	cta	Not sure which you have? Tap below for a free site evaluation.	FREE SITE EVAL

What to film

Shot	How to film	Length
Alarming symptom close-up (hook)	Tight vertical close-up of the single scariest real sign, like dark effluent surfacing in a soggy spot over the field. Shoot on a real home or recent job. Natural light.	3s
One-symptom-per-cut sequence	Film 5 real close-ups, 3-4 seconds each: a slow-draining sink, a gurgling toilet, a bright green strip of grass over the field, a soggy smelly wet spot over the tank, and a slow backup at a floor drain. Category must match septic.	32s
When-to-act rule	Owner to camera or a clean text card stating the two-or-more rule. Keep the subtitle short.	13s
CTA card	Soft diagnostic ask with the free site-evaluation subtitle.	10s

The words on the ad

The words under the video on Facebook Your septic warns you before it quits for good. Every drain slow at once. Toilets that gurgle. A bright green strip of grass over the field. A soggy, smelly wet spot. Sewage backing up inside. One can wait. Two or more together? Get a site evaluation before it fails. Tap for a free septic site evaluation.

The bold line on the ad 5 Failing Septic Signs

The small line under it Check your own home today

What to tell them to do Book Free Site Evaluation

Questions the form asks

Which signs are you seeing? (pick all that fit)
How many of these do you have at once?
What street or address is the home on?
Best phone number to reach you?
Best day and time for a free site evaluation?

The first text to send back

Hi [NAME], thanks for reaching out to [COMPANY]. You mentioned a few septic warning signs. Two or more together is worth a real look. What is the best address and a day that works this week? The site evaluation is free and you get photos, not pressure.

Why it works

A numbered checklist promises a fast, complete payoff and makes the homeowner look at their own yard while watching. Real symptom footage turns a vague worry into a specific one. The two-or-more rule gives a self-qualifying trigger without fear-mongering.

Filming notes Illustrative symptom art gets replaced with 5 real close-ups from actual homes or recent jobs, matched to septic. If one sign cannot be filmed real, it may be illustrated at concept level but must look accurate for the niche. Keep each clip 3-4 seconds.

Video 3 Summer Load Timing — Fix Before It Backs Up

Septic Replacement — Summer Load Timing — Fix Before It Backs Up concept ad frame — concept preview, not a live campaign result

CONCEPT PREVIEW Concept preview — example creative, not a live campaign result.

How the video flows

Septic Replacement — Summer Load Timing — Fix Before It Backs Up 3-panel storyboard (hook, teach, CTA) — concept preview, not a live campaign result

CONCEPT PREVIEW Concept preview — example creative, not a live campaign result.

Your opening line

If your septic is acting up, waiting through summer is the worst move. Here is why a full house and summer storms push a weak system over the edge.

What to say, step by step

Time	Part	What you say	What we see
0-3	hook	Waiting through summer is the worst time for a weak septic.	SUMMER CHANGES THIS
3-14	name-the-trigger	Here is why. Summer guests and full houses push more water through the system. Then summer storms soak the ground, so a tired drain field can't take any more.	MORE WATER... SOAKED GROUND
14-38	why-timing-matters	Wait, and the next big storm or busy weekend is when it backs up into the house. Move now, while the ground is dry and workable, and we can plan a clean install.	WAIT... IT BACKS UP
38-48	window-scarcity	Our summer dig schedule fills up fast in warm weather.	BOOKING JULY NOW
48-58	cta	Get a free site evaluation while your system is still holding.	FREE SITE EVAL

What to film

Shot	How to film	Length
Seasonal condition hook	Vertical shot of the summer trigger made visible: standing water pooling over a saturated drain field after a downpour, or a soggy field on a hot day. Real, local.	3s
Cause-and-effect explainer	Owner to camera or a simple diagram showing more household water plus soaked ground overwhelming the drain field. Keep it plain.	11s
Why timing changes the decision	Owner explaining, with a cut to a real wet field or dry, workable ground. Subtitle the key phrase.	24s
Season scarcity + CTA card	End card naming the actual month so it feels current, then the free site-evaluation ask.	20s

The words on the ad

The words under the video on Facebook Summer is hard on a tired septic. Guests and full houses push more water through it. Then summer storms soak the ground, so the drain field can't take any more. That is when a weak system backs up into the house. The next few weeks are the best time to plan a clean install, while the ground is dry. Our summer dig schedule fills fast. Book a free site evaluation while your system is still holding.

The bold line on the ad Summer Strains Septic Systems

The small line under it Best time to fix is now

What to tell them to do Book Free Site Evaluation

Questions the form asks

Has your septic backed up or slowed this summer?
What are you seeing? (slow drains, wet yard, odor)
What street or address is the home on?
Best phone number to reach you?
Best day and time this season for a free site evaluation?

The first text to send back

Hi [NAME], it is [FIRST NAME] with [COMPANY]. Summer's full houses and heavy storms are exactly when a weak septic backs up. Good news, this is the best window to plan ahead while the ground is dry. What is the best address and a day that works? The site evaluation is free.

Why it works

Replacements are easy to postpone, so an outside deadline the homeowner cannot argue with (weather, ground conditions, a filling schedule) beats a generic call us. Tying the fix to a physical cause they can see makes the urgency feel real, not salesy.

Filming notes Concept seasonal art gets replaced with one real local B-roll clip of the summer trigger (standing water over a saturated field, or a soggy field after a storm). Re-shoot or re-caption per season with the month, season, and weather-event swapped. Name the real month.

Video 4 Failing, Soggy Field to Clean Yard — One Real Job

Septic Replacement — Failing, Soggy Field to Clean Yard — One Real Job concept ad frame — concept preview, not a live campaign result

CONCEPT PREVIEW Concept preview — example creative, not a live campaign result.

How the video flows

Septic Replacement — Failing, Soggy Field to Clean Yard — One Real Job 3-panel storyboard (hook, teach, CTA) — concept preview, not a live campaign result

CONCEPT PREVIEW Concept preview — example creative, not a live campaign result.

Your opening line

This yard was a soggy, smelly, failing drain field. Watch what the right crew did in a few days.

What to say, step by step

Time	Part	What you say	What we see
0-4	before-hook	This yard was a soggy, smelly, failing drain field.	BEFORE
4-10	before-after-tease	Here is where it ended up. Now here is how we got there.	WATCH THIS
10-40	process-in-order	We dug out the old, failed tank. We set a new tank on a solid base. Then we laid new drain-field pipe in clean gravel trenches.	THE PROCESS
40-52	finished-result	Backfilled. Graded. Done. A dry yard and a system that works.	AFTER
52-58	cta	Want this for your home? Free site evaluation below.	YOUR TURN

What to film

Shot	How to film	Length
Worst 'before' frame	Full-bleed vertical of the real soggy, failing field or surfacing effluent at its worst, filmed BEFORE anyone touches it. Never fabricate or borrow a before.	4s
Fast before/after tease	Hard cut to the clean, finished graded yard for 1-2 seconds, then back to the before. Same yard, same project.	6s
Chronological process clips	3-5 real clips from the same job in order: old tank dug out, new tank set on base, drain-field pipe laid in gravel, backfill and grade. Speed-match every clip so it feels like one job.	30s
Clean finished result + CTA	Steady shot of the finished, graded, dry yard, then the free site-evaluation end card.	18s

The words on the ad

The words under the video on Facebook This yard was a soggy, smelly, failing drain field. We dug out the old tank, set a new one on a solid base, and laid new drain-field pipe in clean gravel. Backfilled. Graded. Done. Want to see what is possible for your home? Book a free septic site evaluation.

The bold line on the ad Failing Septic to Fixed

The small line under it One real septic job

What to tell them to do Book Free Site Evaluation

Questions the form asks

Is your drain field wet, smelly, or backing up?
How long has it been that way?
What street or address is the home on?
Best phone number to reach you?
Best day and time for a free site evaluation?

The first text to send back

Hi [NAME], thanks for reaching out to [COMPANY]. That before-and-after yard was a real job like yours. I would like to run a site evaluation and show you the options with photos. What is the best address and a day that works this week? It is free.

Why it works

Before/after is the highest-trust footage a contractor owns and needs no explanation to land. The emotional arc, dread of the before and relief of the after, is the sale. Showing the process in order proves the after is real, not staged.

Filming notes MANDATORY real footage of one project only, replacing all concept art. Film the 'before' at its worst before touching anything, capture 3-5 process clips IN ORDER as the job runs, and shoot the finished graded yard clean. Never fabricate or borrow a before. If only 'after' footage exists, this lane cannot ship at product level.

Video 5 On a Real Septic Job — 3 Things Homeowners Never Check

Septic Replacement — On a Real Septic Job — 3 Things Homeowners Never Check concept ad frame — concept preview, not a live campaign result

CONCEPT PREVIEW Concept preview — example creative, not a live campaign result.

How the video flows

Septic Replacement — On a Real Septic Job — 3 Things Homeowners Never Check 3-panel storyboard (hook, teach, CTA) — concept preview, not a live campaign result

CONCEPT PREVIEW Concept preview — example creative, not a live campaign result.

Your opening line

I am standing on a real septic replacement job. Let me show you the 3 things most homeowners never know to check.

What to say, step by step

Time	Part	What you say	What we see
0-4	on-site-hook	I am on a real septic job. Here is what to check.	ON A REAL JOB
4-16	check-1	One. The soil and the site. A real site evaluation checks that the ground can actually take the water, not just a guess.	CHECK 1... THE SOIL
16-28	check-2	Two. The tank and the base. You want a rated tank set level on solid, prepped ground, not dropped in loose dirt.	CHECK 2... LEVEL TANK
28-40	check-3	Three. The drain field. You want real pipe in clean gravel trenches, then a proper backfill and grade.	CHECK 3... REAL GRAVEL FIELD
40-50	empower-reframe	Now you can judge any company that quotes you, including us.	NOW YOU KNOW
50-58	cta	Want me to check your home like this? Free site evaluation below.	FREE SITE EVAL

What to film

Shot	How to film	Length
On-site expert hook	Vertical, owner on the active septic job with the excavation and work clearly behind them, gesturing at it. Phone-shot.	4s
Follow-the-point teaching sequence	Owner points at each of the 3 check-points; camera follows to the real thing (the soil/site, the tank on its base, the drain-field pipe in gravel). Teach good-vs-bad honestly, do not just pitch.	36s
Empowerment reframe	Owner to camera saying the viewer can now judge any quote, including his own.	10s
CTA end card	Free honest site-evaluation ask.	8s

The words on the ad

The words under the video on Facebook I am standing on a real septic replacement job. Most homeowners never know to check three things: does the site evaluation prove the soil can take the water, is the tank set level on a solid base, and is the drain field real pipe in clean gravel. Now you can judge any quote you get, including mine. Want me to check your home like this? Book a free septic site evaluation.

The bold line on the ad 3 Septic Checks to Know

The small line under it From a real job site

What to tell them to do Book Free Site Evaluation

Questions the form asks

Are you getting septic quotes right now?
What septic problem are you dealing with?
What street or address is the home on?
Best phone number to reach you?
Best day and time for a free site evaluation?

The first text to send back

Hi [NAME], it is [FIRST NAME] with [COMPANY]. I made that video to help you judge any septic quote, including mine. Happy to run a site evaluation the same way and show you what to look for. What is the best address and a day that works? It is free.

Why it works

Teaching a homeowner what to check makes the contractor the trustworthy expert and disarms the they-are-just-upselling-me reflex. Real jobsite footage is credible and cheap to shoot. It also arms the viewer to reject competitors, which favors the contractor who taught them.

Filming notes Concept jobsite art gets replaced with a single continuous or lightly-cut real walkthrough on an active septic job. Point the camera AT each thing described (the soil/site, the tank and base, the drain-field pipe in gravel). Teach genuinely useful check-points (good vs bad), do not just pitch. Category must match septic.

Video 6 Our Documented Septic Install Standard

Septic Replacement — Our Documented Septic Install Standard concept ad frame — concept preview, not a live campaign result

CONCEPT PREVIEW Concept preview — example creative, not a live campaign result.

How the video flows

Septic Replacement — Our Documented Septic Install Standard 3-panel storyboard (hook, teach, CTA) — concept preview, not a live campaign result

CONCEPT PREVIEW Concept preview — example creative, not a live campaign result.

Your opening line

Anyone can quote you a septic job. Here is the start-to-finish install standard we follow on every single one.

What to say, step by step

Time	Part	What you say	What we see
0-4	trust-gap-hook	Anyone can quote you a septic job. Here is our standard.	OUR STANDARD
4-38	walk-the-standard	We show up in uniform. We start with a real site evaluation. We set a rated tank on a solid base. We lay real drain-field pipe in clean gravel. Then we backfill, grade, and clean up your yard.	SITE EVAL... TANK... GRADE
38-50	documented-guarantee	And every job comes with our warranty in writing. You hold the paper.	WARRANTY IN WRITING
50-58	cta	Comparing quotes? Get one from a crew that documents it. Free site evaluation below.	GET A REAL QUOTE

What to film

Shot	How to film	Length
Professionalism hook	Vertical shot that signals a real, professional crew: uniforms, clean truck, rated tank and drain-field materials staged neatly.	4s
Standard proof clips in order	Chronological clips: crew arriving in uniform, the site evaluation, the rated tank set on a prepped base, drain-field pipe in clean gravel, and the finished backfill and grade. All real and category-matched.	34s
Warranty document on camera	Hold the actual written warranty up to the lens so it is legible. Only show a real document. If no documented standard/warranty exists yet, build it before filming.	12s
CTA end card	Comparison-shopper ask with the free-quote subtitle.	8s

The words on the ad

The words under the video on Facebook Anyone can quote you a septic job. The question is how they do it. We show up in uniform, start with a real site evaluation, set a rated tank on a solid base, lay real drain-field pipe in clean gravel, then backfill, grade, and clean up. And every job comes with our warranty in writing. Comparing quotes? Get one from a crew that documents it. Book a free site evaluation.

The bold line on the ad Our Septic Install Standard

The small line under it See how we do every job

What to tell them to do Book Free Site Evaluation

Questions the form asks

Are you comparing septic quotes?
How many quotes do you have so far?
What street or address is the home on?
Best phone number to reach you?
Best day and time for a free site evaluation?

The first text to send back

Hi [NAME], thanks for reaching out to [COMPANY]. If you are comparing septic quotes, I would like to add one that comes with our written standard and warranty, so you can compare apples to apples. What is the best address and a day that works? The site evaluation is free.

Why it works

A homeowner with three quotes buys on trust and risk, not price alone. Showing real materials, a clean site, a proper install, and a written warranty removes the fear of hiring a sloppy or fly-by-night crew. A documented standard is a claim competitors usually cannot match on camera.

Filming notes Concept process art gets replaced with real proof of the operational details: the site evaluation, rated tank and drain-field materials, crew in uniform, and the finished backfill and grade. Show the real warranty document on screen. If a documented standard or warranty does not exist yet, build it before shooting. Do not imply one that is not real.

Video 7 Customer Outcome — TEMPLATE (capture a real one, never invent)

Septic Replacement — Customer Outcome — TEMPLATE (capture a real one, never invent) concept ad frame — concept preview, not a live campaign result

CONCEPT PREVIEW Concept preview — example creative, not a live campaign result.

How the video flows

Septic Replacement — Customer Outcome — TEMPLATE (capture a real one, never invent) 3-panel storyboard (hook, teach, CTA) — concept preview, not a live campaign result

CONCEPT PREVIEW Concept preview — example creative, not a live campaign result.

Your opening line

TEMPLATE FILL (no permissioned testimonial yet): [CUSTOMER FIRST NAME] in [NEIGHBORHOOD] had [PROBLEM, e.g. a failing septic that kept backing up] — capture their reaction on camera the day you finish the job.

What to say, step by step

Time	Part	What you say	What we see
0-5	real-person-hook	[CUSTOMER states the septic problem in their OWN words, on camera, at their home]	REAL [CITY] HOMEOWNER
5-35	their-story	[CUSTOMER, unscripted: what it was like before, why they chose [COMPANY], what changed] — intercut with real footage of their finished septic job	IN THEIR WORDS
35-48	the-outcome	[CUSTOMER gives ONE specific result sentence in their own words, e.g. a real quote you captured — never write it for them]	"[REAL QUOTE]"
48-58	cta	Want a result like [CUSTOMER FIRST NAME]'s? Free site evaluation below.	FREE SITE EVAL

What to film

Shot	How to film	Length
Real customer at their home (hook)	Vertical, the real permissioned customer at their own home, natural and unscripted. In template mode, use a clearly labeled placeholder card instead — never a stand-in actor presented as a real client.	5s
Customer story + real finished job	Customer talking, intercut with real footage of their finished septic system and graded yard. Keep it unscripted and phone-shot.	30s
Outcome quote	Capture one specific sentence about the result on camera. Do not write it for them. Subtitle the exact quote.	13s
CTA end card	Owner or card with the free site-evaluation ask.	10s

The words on the ad

The words under the video on Facebook TEMPLATE — do not run until you have a real, permissioned customer. [CUSTOMER FIRST NAME] in [NEIGHBORHOOD] had [PROBLEM]. After [COMPANY] fixed it, here is what changed, in their words: [REAL QUOTE]. Want a result like theirs? Book a free septic site evaluation. (Replace every bracket with real, released customer content before this ad goes live.)

The bold line on the ad Real Septic Results

The small line under it Template - add real story

What to tell them to do Book Free Site Evaluation

Questions the form asks

What septic problem are you dealing with?
How long has it been going on?
What street or address is the home on?
Best phone number to reach you?
Best day and time for a free site evaluation?

The first text to send back

Hi [NAME], thanks for reaching out to [COMPANY]. A neighbor near you had a similar septic problem and is glad they had it looked at. I would like to do the same for you, with photos and a straight answer. What is the best address and a day that works? It is free.

Why it works

A neighbor vouching outperforms any claim the contractor can make about themselves. A real name and a real street make it verifiable and local. The template guardrail means a contractor with no testimonials yet still gets a usable, honest asset and a plan to earn the real one, with zero fabrication risk.

Filming notes This lane ships as a labeled TEMPLATE because no permissioned Septic Replacement testimonial exists yet. Run the capture checklist below to earn a real one, then swap every placeholder for real released content. Only ship at performance level with a signed name, likeness, and quote release. Never invent a testimonial, name, number, or result.

Recording-day packet

One filming session captures all seven concepts — about 60 minutes.

Equipment

Smartphone with a clean lens (vertical 9:16)
Small tripod or phone clamp
Lav or wireless mic for the owner's talking-head audio
A long pole or extension mount for safe excavation/trench shots (L4, L5, L6)
Rubber boots for the wet-field symptom shots (L2)
A rag or gloves for handling near the tank and field
The real written warranty/standard document (L6)
Printed model + property release forms

Shot blocks

0-12 min By the truck / job entrance

Owner talking-head hooks and CTAs for L1, L2 (when-to-act), L3 (offer + scarcity), L5 (empower reframe), L6 (trust-gap hook)
Owner says the real city and neighborhood out loud

Serves: Video 1, Video 2, Video 3, Video 5, Video 6

12-27 min On the active septic jobsite

L5 follow-the-point walkthrough: the soil/site, the tank set level on its base, the drain-field pipe in gravel
L6 process proof in order: uniforms, site evaluation, rated tank, drain-field gravel, backfill and grade
L4 chronological process clips: old tank dug out, new tank set, drain-field pipe laid, backfill and grade

Serves: Video 4, Video 5, Video 6

27-40 min Around the yard / drains

L2 symptom close-ups: a slow-draining sink, a gurgling toilet, a bright green grass strip over the field, a soggy smelly wet spot over the tank, a slow floor-drain backup
L4 worst 'before' frame of the featured project (only if captured at job start; note if it must come from an earlier day)

Serves: Video 2, Video 4

40-50 min Finished project + warranty

L4 clean finished 'after' result: graded, dry yard
L6 real warranty/standard document held to camera

Serves: Video 4, Video 6

50-60 min Seasonal + admin

L3 seasonal B-roll: standing water over a saturated drain field, or a soggy field after a summer storm
L7 permission + release if a real finished customer is on site today (otherwise L7 stays a labeled template)
Record all model/property releases

Serves: Video 3, Video 7

Release checklist

Signed property/location release for any filmed home or jobsite (keep the street address off-screen).
Signed model/likeness release for everyone on camera, including the owner and crew.
L7 only ships at performance level with a signed name + likeness + quote release; otherwise ship the labeled template.
The verbatim concept label rides on every AI/illustrative stand-in frame and storyboard panel through export.
Confirm every clip matches the septic-replacement category — no other trade's work under a septic script.
This is a contractor edition: use the contractor's own handle/brand on frames (only @alexstpierre may appear if a St. Pierre handle is shown).
Confirm no banned content appears (no ManyChat, no invented performance numbers, no homeowner 'guarantee', no Roofing, no Concrete Flatwork).

The booking chatbot — real product interface

Captured from the live demo. The phone frame is styling only — every screen is the real product.

Real captured screenshot from the live booking demo: Demo landing page — Demo landing page

Real captured screenshot from the live booking demo: The booking chatbot live on a site — The booking chatbot live on a site

Real captured screenshot from the live booking demo: Chatbot greeting the visitor — Chatbot greeting the visitor

Real captured screenshot from the live booking demo: Chatbot qualifying the lead — Chatbot qualifying the lead

Real captured screenshot from the live booking demo: Lead details captured — Lead details captured

Real captured screenshot from the live booking demo: Booking flow completed — Booking flow completed

Real captured screenshot from the live booking demo: Completed lead card — Completed lead card

Real product interface — captured from the live demo.

Preview it on your own site →

Resource shelf

Start with your niche book, then the AI Operating System kits.

The Backlog Blueprint — St. Pierre AIOS kit

The Backlog Blueprint Turn a stalled pipeline back into booked work. stpierre.ai/kits/backlog-blueprint

The Content Engine — St. Pierre AIOS kit

The Content Engine Keep your brand publishing without the daily grind. stpierre.ai/kits/content-engine

The Booking Engine — St. Pierre AIOS kit

The Booking Engine Turn website visitors into booked inspections. stpierre.ai/kits/booking-engine

The AI CSR Answer and qualify every lead, day or night. stpierre.ai/kits/ai-csr

The Data Engine See where every lead and job really comes from. stpierre.ai/kits/data-engine

The Ops Engine Systematize the back office so jobs run smoothly. stpierre.ai/kits/ops-engine

The AI Operating System — St. Pierre AIOS kit

The AI Operating System The full system that ties every engine together. stpierre.ai/kits/ai-os

For whoever runs your ads — hand them this

Metrics, naming, budgets, and the test plan. Your crew never needs this part.

Intended metric per video

Video 1 — Local Owner Intro + Free Septic Site Evaluation Offer

Cost per booked local site evaluation (lead form / call).

Video 2 — 5 Failing-Septic Warning Signs Checklist

Hook-through / 3-second retention -> click-through to site-evaluation page (judged on stopping the scroll and earning the click).

Video 3 — Summer Load Timing — Fix Before It Backs Up

Click-through rate during the target season window (and share of bookings tagged to the seasonal campaign).

Video 4 — Failing, Soggy Field to Clean Yard — One Real Job

Thumb-stop + watch-through to the 'after' -> site-evaluation bookings (judged on completed transformation views converting to leads).

Video 5 — On a Real Septic Job — 3 Things Homeowners Never Check

Average watch time / video completion (judged on holding attention and building authority), with site-evaluation bookings as the downstream signal.

Video 6 — Our Documented Septic Install Standard

Lead quality / booked-to-quote rate (judged on producing comparison-ready homeowners who convert, not just raw clicks).

Video 7 — Customer Outcome — TEMPLATE (capture a real one, never invent)

Conversion rate to booked site evaluation (bottom-funnel; judged on closing, not stopping the scroll).

Launch packet

Campaign naming

pattern

{niche}-{lane}-{asset}-{yyyymmdd}

fields

niche

Niche slug: foundation-repair | basement-waterproofing

lane

Lane id short form: L1 | L2 | L3 | L4 | L5 | L6 | L7

asset

The specific creative variant: v1 video, hookA, headlineB, etc.

yyyymmdd

Launch date, e.g. 20260721

levels

campaign

{niche}-blueprint-{yyyymmdd} (one campaign per niche test wave)

ad_set

{niche}-{lane}-{yyyymmdd} (one ad set per lane = one test cell)

{niche}-{lane}-{asset}-{yyyymmdd} (one ad per creative variant)

examples

Campaign: foundation-repair-blueprint-20260721
Ad set (cell): foundation-repair-L2-20260721
Ad: foundation-repair-L2-hookA-20260721
Ad: basement-waterproofing-L4-v1-20260721
Iteration ad: basement-waterproofing-L4-headlineB-20260728

rules

Never rename a live ad set/ad — the name is the record. Spin a new dated name for a new variant.
Keep the lane id in every name so results roll up by lane automatically.
The launch date in the name is the wave date, not the edit date.

Test-cell plan

structure

One niche campaign per test wave. Inside it, seven ad sets, one per lane (L1-L7) = seven test cells. Each ad set starts with ONE creative so the lane concept is what is being tested, not the edit.

one_variable_at_a_time

Wave 1 tests the seven lane CONCEPTS against each other (concept is the variable). Only after a lane proves it can stop the scroll and earn clicks do you test a second variable inside that lane — hook, then headline, then primary text, then CTA — one at a time, never two at once. Label the changed variable in the {asset} slot.

equal_start

Give all seven cells the same small starting budget so the audience, not your budget split, decides the early winners.

audience

Keep the audience identical across the seven cells in a wave (same geo radius, same age/interest setup, Advantage+ creative OFF at upload) so the lane is the only difference.

when_a_lane_earns_more_budget

It clears the minimum spend floor for the cell (see budget_logic) so the read is not noise.
It beats the wave's other lanes on that lane's OWN intended metric (L2/L4 on hook-through + clicks, L5 on watch time, L6/L7 on lead quality / booked rate).
It is producing leads/booked inspections at a cost you are willing to keep paying, judged against your own account baseline — not an outside benchmark.
Only then shift budget toward it and/or open a second-variable test inside that lane.

lane_metric_map

L1-neighborhood-owner-intro

Cost per booked local inspection

L2-problem-sign-checklist

3-second hook-through -> click-through

L3-seasonal-timing

Click-through rate in the season window

L4-before-after-transformation

Watch-through to the 'after' -> bookings

L5-jobsite-education

Average watch time / completion

L6-process-quality-proof

Lead quality / booked-to-quote rate

L7-customer-outcome

Conversion rate to booked inspection

Budget logic

principle

Ranges and rules of thumb only. No absolute promises. Actual numbers depend on the market, the account's history, and the season. Confirm real budgets with Akash before any spend.

tiers

tier

Wave 1 — learn

guidance

A small, equal daily budget per cell across all seven lanes. Enough to exit the platform's learning noise, not so much that a weak lane burns money. Think 'smallest amount that still buys a readable sample.'

tier

Wave 2 — concentrate

guidance

Cut the clear non-starters, then move their budget onto the 2-3 lanes that earned it. The surviving cells get a step up, not a leap.

tier

Wave 3 — scale winners

guidance

Graduate proven lanes into a dedicated scaling campaign and raise budget gradually (small, steady increases beat big jumps that reset learning).

minimum_spend_per_cell

Do not judge a cell until it has spent enough to leave the learning phase and returned a stable sample of the lane's own metric (for click-judged lanes, a meaningful number of impressions and clicks; for lead-judged lanes, enough leads to trust the pattern). Killing a cell before that floor is guessing, not reading.

budget_change_hygiene

Change one thing at a time and give it a few days before the next change. Large mid-flight budget swings reset the platform's learning and muddy the read.

30-day calendar

note

A rhythm, not fixed dates. Each niche can run on its own copy of this calendar. Nothing launches without a separate go-ahead.

week_1

theme

Launch + collect

Stand up one niche campaign with all seven lane cells at equal small budget.
Confirm tracking is intact on every link (see tracking_contract) before turning anything on.
Do NOT touch budgets or creative — let the cells exit learning and gather a clean baseline.

week_2

theme

Read

Read each cell on its OWN lane metric, not a single blanket number.
Flag the obvious non-starters (weak hook-through / no clicks) for pausing, but only after they clear the minimum spend floor.
Keep the learners running; do not over-react to a single bad day.

week_3

theme

Iterate

Pause the clear losers and move their budget to the top 2-3 lanes.
Inside a winning lane, open ONE second-variable test (new hook first) with a fresh dated {asset} name.
Refresh a promising-but-tired lane's hook rather than killing it outright.

week_4

theme

Graduate + plan next wave

Move proven lanes into a dedicated scaling campaign and raise budget gradually.
Retire lanes that could not earn their floor after a fair test.
Brief the next creative round: new hooks/variants for winners, and swap L7 from template to a real, permissioned customer if one was captured on a recording day.
Re-cut L3 seasonal for the upcoming month/season.

Scorecard

note

The SOW metrics ladder. 'Good looks like' is DIRECTIONAL GUIDANCE for judging lanes against each other and your own account baseline — it is not an invented benchmark and must never be presented as a factual number.

ladder

step

Spend by lane

what_to_read

Where the money actually went, rolled up by lane id from the naming convention.

good_looks_like_directional

Guidance: spend concentrates over time on the 2-3 lanes clearing their own metric; you are not still funding every lane equally by week 3.

step

Clicks / landing-page views

what_to_read

Did the ad earn the click and did the LP actually load/view.

good_looks_like_directional

Guidance: top lanes hold a higher click-through and LP-view rate than the wave's weaker lanes and your account average — compare relative, not to an outside figure.

step

Demo starts

what_to_read

Homeowners who began the chatbot demo (one trigger word: DEMO) or the booking flow.

good_looks_like_directional

Guidance: a healthy lane turns a visible share of LP views into demo starts; a lane with clicks but almost no demo starts points to a message-to-page mismatch.

step

Demo completions

what_to_read

Homeowners who finished the demo / qualification flow.

good_looks_like_directional

Guidance: most demo starts should reach completion if the flow fits the promise; a big drop mid-demo is a flow problem, not a lane problem.

step

Qualified applications

what_to_read

Completed leads that meet the niche scope (structural foundation / full waterproofing, at target project value).

good_looks_like_directional

Guidance: lead QUALITY is where L6 and L7 should shine even if their raw click counts are lower; judge these lanes here, not at the click step.

step

Booked calls / inspections

what_to_read

Qualified applications that turned into a booked inspection — the bottom of the ladder.

good_looks_like_directional

Guidance: this is the lane's real payoff. A lane can win on clicks and still lose here; fund the lanes that book inspections at a cost you will keep paying.

Stop / iterate / graduate rules

note

Rules of thumb, not hard guarantees. Apply only after a cell clears its minimum spend floor.

stop

Cleared the spend floor and still bottom of the wave on its own lane metric -> pause it.
Clicks are fine but demo starts are near zero after a fair sample -> the page/message mismatch; pause or fix the LP, do not keep paying.
No qualified applications after a full, fair test -> stop and reallocate.

iterate

Strong hook-through but weak clicks -> test a new headline or primary text (one variable), keep the winning hook.
Good clicks but low demo starts -> tighten the LP/message match before spending more.
A lane is close but tired -> refresh the hook with a fresh dated {asset} before killing it.

graduate

Clears its floor, beats the wave on its own metric, AND books inspections at a cost you will keep paying -> move to a dedicated scaling campaign.
Raise budget gradually once graduated; big jumps reset learning.
Keep the winning creative naming/lineage so the scaling campaign inherits the record.

Tracking contract

principle

Every link out of every ad must preserve the full parameter set so results roll up by niche, lane, asset, and resource. If a redirect or shortener drops a parameter, fix it before launch.

required_parameters

niche

foundation-repair | basement-waterproofing

lane

L1 ... L7

asset

the creative variant id (matches the {asset} in the ad name)

resource

the destination resource being driven to (e.g. demo, book, kit-foundation-repair)

utm_source

the platform, e.g. meta

utm_medium

e.g. paid_social

utm_content

the creative variant, mirrors {niche}-{lane}-{asset} for click-level attribution

example_url

https://demo.stpierre.ai/?niche=foundation-repair&lane=L2&asset=hookA&resource=demo&utm_source=meta&utm_medium=paid_social&utm_content=foundation-repair-L2-hookA-20260721

rules

Do not put any personal or homeowner data in URL parameters — campaign metadata only.
Keep utm_content identical to the ad's {niche}-{lane}-{asset} so ad-name and click data reconcile.
Verify every parameter survives all redirects before turning an ad on.
The funnel is chatbot-first on one trigger word DEMO — never reference ManyChat in any link, copy, or resource.

Want St. Pierre to build and run this for you?

One tracked route to the offer — no obligation.

See how it works →