More of your money goes to generating leads, not fees.

They are cheaper per lead. They're also full of people who submitted their name with their thumb while scrolling through Instagram and have no real intention of hiring a photographer. Instant-form leads flood your inbox, waste your follow-up time, and teach Meta's algorithm to find more of the same. Landing-page leads cost more per submission — typically 20–30% more — but the person who filled out a page with real fields and questions was actually interested. For photographers whose average booking is $2k–$10k+, the cost-per-lead difference is not the variable that matters. Booking rate is.

Honestly — probably not for lead gen yet, and I'll tell you why rather than take your money. Below ~$600/mo, a lead generation campaign doesn't have enough budget to exit Meta's learning phase (~50 conversions in a 7-day window). What you get is a campaign that never stabilizes, CPLs that stay high, and no real data to optimize against. At this level, a Foundation campaign (traffic/engagement) is more appropriate — it builds the audience data you'll need when you're ready to run lead gen properly. If your budget is $300–$600, I can advise on Foundation structure, or start with a $247 audit to see if there are quick wins in what you're already running.

Because percentage-of-spend creates a conflict of interest. When an agency makes more money the more you spend, they're motivated to recommend higher budgets whether or not your results or data support them. Flat fee means our incentive is to get the most out of your budget — whatever it is. It also means your management cost is completely predictable month to month, and as your campaigns scale, you keep the difference.

Most campaigns begin generating leads within the first 2–3 weeks of launch. The first 30 days are the learning phase — Meta is finding your audience, and CPL runs higher than it will long-term. Months 2–3 are where optimization compounds and CPL normalizes. Month 3+ is when the data we've collected starts producing consistent, predictable lead flow. Plan for a 90-day runway before drawing conclusions. If something looks wrong in the first few weeks, we'll address it — but don't judge a campaign by week two.

The Async Audit ($247) is asynchronous — you submit your assets, we review them, and you get a written breakdown with specific fixes. No scheduling required, delivered in 3–5 business days. The Live Audit + Strategy ($547) is a 60-90 minute call where we go through your funnel together in real time and you can ask follow-up questions as we go. Both include a written summary, and both fees credit toward any upgrade. If you want to talk through the nuances live, go with the Live. If you want the faster, lower-friction option, go Async.

Yes — both audit tiers ($247 and $547) credit in full toward any upgrade: the Funnel Tune-Up ($797), First-Time Build ($2,000), or ongoing retainer management. It's designed to be a low-risk entry point. Learn what needs fixing for $247 — and if you want us to do the fixing, that $247 comes off whatever comes next.

Yes — but each niche gets its own campaign, not a shared one. Weddings and families have different audiences, different buying timelines, and completely different creative angles. Combining them into one campaign forces Meta to optimize for an ambiguous objective and muddies your data so nothing is useful. If you're running two niches, budget accordingly — each campaign needs its own minimum to clear the learning phase and optimize properly.