This is the cold email plan we'd run for a Facebook and Instagram ads agency that serves one industry. The Meta Ad Library shows the ads a company runs and the date each one started. The research is mostly done before you begin.
Your market is every organization in your industry that finds its customers on Facebook and Instagram. For senior living that means operators filling apartments. For a treatment center it means admissions. For a brand it means online sales.
One detail worth knowing for treatment centers. Meta and Google both require addiction treatment advertisers to hold LegitScript certification. Mentioning it shows you know their world.
The Meta Ad Library shows the date each ad started. An ad still running months later with nothing new beside it tells you nobody is testing.
Boosted posts show up in the library too. An organization that only boosts posts has no real campaign behind its spend.
Search their closest competitors in the library. A rival running a dozen ads while they run none is winning attention in the same market.
A senior living community opening or a college launching a program or a brand launching a product. Each one needs people to hear about it quickly.
Click their ads. An ad that promises a tour or an offer and lands on a general homepage makes people hunt for what they clicked on.
At senior living operators it is the marketing director or the sales director. At treatment centers it is admissions or marketing. At colleges it is enrollment marketing. At brands it is the founder or the head of growth.
All the ads they are running with the start dates next to the ads of their closest competitors. Short notes on what each ad is trying to do.
It works because they have never seen their market laid out like this.
Walk through it on a 15 minute screen share. The notes only make sense next to their goals and their budget and the call is where the fixes turn into a campaign you run.
New ad concepts built from their real reviews and testimonials. Headline and copy and the image or video idea for each.
It works because the words come from their own happy customers.
Present them on a call. They know which reviews came from their best customers and which offers they can stand behind and picking the first concepts is the start of the account.
Make a small set of new ads and launch them in their account. They pay Meta for the ad spend. You make and manage the ads free for the first month.
It works because the results show up in their own ad account. The retainer is doing the same thing month after month.
It starts with a 20 minute call to agree the offer and the audience and get access to the account. Launch within ten days of that call.
Each segment gets its own email because a specific email gets more replies than a general one. Split each segment by sub-industry too so the examples in the email fit the reader.
Keep each email under 100 words with one reason for writing and one line of proof and one offer and one question. The proof lines are examples of the kind of result to use. Swap in real results of your own before anything goes out.
Lead with the start date of their main ad and offer the report.
Hi {{first_name}},
{{company}}'s main ad on Facebook started running on {{ad_start_date}}.
We run Meta ads for {{industry}} only. Pulled your ads next to {{competitor}}'s to see what they're testing.
Fresh ads cut one client's cost per inquiry from $95 to $58 within six weeks.
Want me to walk you through the comparison?
{{sender_first_name}}
They only boost posts. Lead with the boosted post and offer to launch real campaign ads free.
Hi {{first_name}},
Noticed {{company}} boosts posts on Facebook and doesn't run campaigns.
Boosting shows posts to people who already know you. A campaign finds new people who look like your best customers. Happy to make and launch a few campaign ads free for a month. You'd only pay Meta.
A client that switched from boosting last year got twice the inquiries for the same budget.
Interested?
{{sender_first_name}}
Lead with the competitors who are there and ask for a call directly.
Hi {{first_name}},
{{competitor}} is running {{ad_count}} ads on Facebook and Instagram right now. {{company}} isn't running any.
We run Meta ads for {{industry}} and nothing else. A client we started from zero got 35 inquiries from ads in its first two months.
Worth 15 minutes to see what we'd run first?
{{sender_first_name}}
Lead with the opening or the launch date and offer ad concepts built from their reviews.
Hi {{first_name}},
Saw {{company}} is opening {{new_location}}. Congrats.
Wrote ad concepts for the opening using real reviews from your current locations.
The same approach filled the first month of bookings for a client's new location before it opened.
Want me to walk you through them?
{{sender_first_name}}
Send two follow ups in the same thread three to five days apart.
Each reply should end in a booked meeting that actually happens. The lead magnet and the offer get delivered on that call and never go out as a file to read later.
The replies below cover the three ways people say yes.
They asked for the report. The call ties the notes to their goals.
Hi {{first_name}},
Happy to. The comparison is more useful with your goals and budget next to it. Fifteen minutes on a screen share covers what {{competitor}} is testing and what I'd change first.
Does Tuesday at 10am or Wednesday at 2pm work?
{{sender_first_name}}
They want the free ads. The call agrees the offer and gets access.
Hi {{first_name}},
Great. I need 20 minutes with you to agree the offer and the audience and get access to your ad account. The ads go live within ten days of that call.
Does Thursday at 11am or Friday at 3pm work?
{{sender_first_name}}
They said yes to a call. Tell them what they'll leave with so they show up.
Hi {{first_name}},
Perfect. I'll bring {{competitor}}'s ads and the first three I'd run for {{company}} with a starting budget. You'll leave knowing what a first month would look like.
Does Monday at 1pm or Tuesday at 9am work?
{{sender_first_name}}
Results aren't guaranteed and nobody honest can promise a number before the first emails go out. A few things decide how a campaign does.
The first few weeks show how the market responds. The list and the copy and the offer get sharper from there.
We build and run this campaign for one agency per industry.
This page is a starting point and a strategy we'd happily test ourselves. Working together gives us more context on your agency. That context lets us add better strategies and build better lists and offers and automations for you.
Thirty minutes on your market and how we'd reach it.