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.
Lead with the start date of their main ad.
Lead with the boosted post and what a real campaign would add.
Lead with the competitors who are there.
Lead with the opening or the launch date.
Senior living ads speak to adult children choosing for a parent. Treatment center ads speak to people in crisis and their families. Keep them far apart.
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. The fixes are the 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. They can picture the ads running before they spend anything.
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.
Launch within ten days of the call.
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.
Want the comparison?
{{sender_first_name}}
Hi {{first_name}},
Saw {{company}} is opening {{new_location}}. Congrats.
An opening is the easiest thing in the world to advertise. I sketched the campaign I'd run for the first 60 days.
Want to see it?
{{sender_first_name}}
Hi {{first_name}},
We run Facebook and Instagram ads for {{industry}} and nothing else.
{{proof_line}}
Worth a look at {{company}}?
{{sender_first_name}}
Swap {{proof_line}} for one real result of your own. Inquiries or tours or sales and what each one cost. If there is no result yet then leave the line out.
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.
Results depend on the offer and the list. Three outbound agencies that publish their own numbers land between one booked meeting per 1,000 people contacted and one per 2,000. One of them also tested 650,000 cold emails with a plain offer and got about 3 to 6 interested replies per 10,000 people.
Those are other people's numbers and not a promise about your market. Your market's number only comes from testing it.
We build and run this campaign for one agency per industry.
Thirty minutes on your market and how we'd reach it.