A turf and hardscape company in Phoenix. Eleven followers, brand-new Facebook Page, cold start. Two months later, eighteen-times return on ad spend across paid + organic + outreach.
The combined-channel result · Mar 2026 to mid-May 2026
1The brief
2The engine
Daily Reels, TikToks, Shorts in Dennis's actual voice. Job-site B-roll, transformation cuts, owner-on-camera explainers. Same scripts ran across IG / TikTok / FB / YouTube and TikTok was the volume engine.
Engagement-objective Meta campaign on the strongest organic hooks. Optimizing for comments (the trigger that fires the funnel), not for reach. Killed anything over $10/comment, doubled anything under $3/comment.
Comment "ESTIMATE" on any Reel or paid ad → automated DM with a free-estimate booking link → booking pings Dennis's phone. Two outro variants, two DM flows, fresh-account tested before launch.
Hyperlocal Nextdoor ads aimed at Phoenix metro neighborhoods Dennis already had jobs in. The social content we shoot doubles as in-person proof too: Dennis pulls up his TikTok on the truck and shows prospects the work in real time instead of digging through a paper portfolio. Pulled the brand out of "cold start" mode.
3Behind the scenes
Before any cameras came out, I sat down with Dennis and ran a 55-question brand interview. Voice, vocabulary, signature phrases, banned phrases, customer demographic, deal mechanics, why he started Turfd, why people call him instead of the competition.
Everything that came out of that interview became the source-of-truth for every script we'd ever write for him. Dennis sounds like Dennis on his own social, not like an agency.
Three hours, one location (active job site). I script 30 on-camera lines plus a B-roll bench plus locked outros. We shoot the B-roll first, then Dennis runs the 30 scripts for the month back-to-back.
That single shoot fuels the entire month: every Reel, every TikTok, every Short. Dennis is on the truck the other days. Marketing doesn't pull him off.
Sample on-camera line · Dennis's voice
"If your neighbor's backyard turf still looks brand-new after a Phoenix summer and yours doesn't, here's the reason nobody tells you. Ninety percent of the install guys cheap out on the base layer under the grass. Six months in, it sinks in the corners, the seams pop, and you've got a $15,000 mistake."
"We compact a five-layer base on every single job. Every job. Costs me more on day one. Lasts you fifteen years instead of three. And it'll outperform your neighbor's the entire time."
"Comment 'ESTIMATE' below and I'll send you 10% off your install plus the actual base specs we use. We'll get you on the schedule this week."
I handle all of the posting so you don't have to worry about it. I quality-check every piece of content before it goes live, schedule it across IG, TikTok, FB, and YouTube, and make sure nothing slips through the cracks. I treat your brand like it's mine.
Same script, posted on TikTok and FB, hit 5,915 impressions on TikTok and 223 on FB. We diagnosed it: not a content problem, a brand-new-Page problem. Pivoted FB to paid-only until it crosses the algorithmic-trust threshold.
Every Reel and ad ends the same way: "comment 'ESTIMATE' below for 10% off your entire project." ManyChat catches the comment instantly, sends a DM with a one-tap booking link, books the lead into Dennis's calendar.
The trigger fires under sixty seconds, twenty-four-seven. Dennis sleeps. The funnel runs.
Every organic post lands in a performance dashboard the day it goes up. View-through, watch-time retention, comment volume, save rate, share velocity. After seventy-two hours the top performers get run through an AI scoring pass that compares hook structure, pacing, audio mix, and on-screen text against the rest of Dennis's catalog. What's actually moving the needle versus what just got lucky on the algorithm.
Only the proven concepts get paid spend behind them. Every dollar goes after a video that's already earning its keep organically. The decision is rule-based and traceable. We can show Dennis the exact data behind every ad that got funded, why it scored, and what the AI flagged about it. No guessing, no "trust me, this one's gonna pop."
This is the part nobody else will tell you about. The 18× ROAS isn't just from the leads who clicked an ad. A lot of Turfd's closes are people who saw the same Reel three times, then a Nextdoor ad, then ran into Dennis on their neighbor's job, and then called.
That's combined-channel attribution. Brand awareness compounds. Direct response measures it badly. We don't pretend the ads alone earned the $58K. We tell you the truth about the engine.
Jayson just gets it. He shows up, shoots the job, and the phone rings. I don't have to think about marketing anymore, and he has saved me hundreds of hours on marketing and automation already. I would highly recommend him.
Dennis · Owner, Turfd · Phoenix AZ
The honest part
The $58K closed / $3,100 ad spend / 18× ROAS / 2 months number is combined-channel. That's paid Meta engagement campaigns, plus daily organic short-form, plus Nextdoor ads, plus direct outreach. We don't hide the channels behind a single number. The brand-building tail is real and it's not factored into the math.
The single-job hero number ($32K job off $2K ad spend = 16×) is voice-led: that customer attributed her decision to a specific Dennis-on-camera Reel that walked through pricing transparency. We can pull her exact quote on request.
Everything we say about Turfd, you can verify with Dennis. We'll connect you. That's the whole deal.
If you're an owner-operator service business in Phoenix, we'll know in thirty minutes whether we can do for you what we did for Dennis.