# Chapter 6 - Editable Lead, Ads and Recruiting Templates

## Template 1 - Campaign brief

```
CAMPAIGN NAME: [Channel | audience | offer | month]
BUSINESS OUTCOME: [Qualified conversations / appointments / retained sales]
AUDIENCE: [Exact person and situation]
EXCLUDED AUDIENCE: [Who this is not for]
OFFER: [Useful next step]
APPROVED PROOF: [Evidence available]
PRIMARY CTA: [One action]
DESTINATION: [Landing page / approved instant form]
CRM SOURCE CODE: [Code]
ROUTING OWNER: [Name or rule]
RESPONSE SLA: [Standard]
TEST BUDGET: [Amount and period]
SUCCESS THRESHOLD: [CRM outcome and economics]
STOP CONDITIONS: [Compliance / quality / routing / cost]
APPROVER: [Name/date]
```

## Template 2 - Campaign economics

| Input | Conservative | Expected | Observed |
|---|---|---|---|
| Retained contribution per sale | [Amount] | [Amount] | [Amount] |
| Allowable acquisition percentage | [%] | [%] | [%] |
| Lead-to-connected rate | [%] | [%] | [%] |
| Connected-to-qualified rate | [%] | [%] | [%] |
| Qualified-to-sale rate | [%] | [%] | [%] |
| Allowable cost per sale | [Amount] | [Amount] | [Amount] |
| Allowable cost per lead | [Amount] | [Amount] | [Amount] |
| Team weekly lead capacity | [#] | [#] | [#] |

## Template 3 - Approval gate

```
[ ] Advertiser identity and billing verified
[ ] Product and target locations approved
[ ] Required licenses and verification confirmed
[ ] Claims, prices, proof and testimonials approved
[ ] Creative and copy approved
[ ] Landing page or form approved
[ ] Privacy notice and legal basis confirmed
[ ] Consent and contact-channel wording approved
[ ] Tracking and cookies approved
[ ] CRM data transfer approved
[ ] Retention, deletion and access procedure confirmed
[ ] Routing owner and response capacity confirmed
[ ] Test lead completed successfully

APPROVER: [Name / role / date]
EXPIRY OR REVIEW DATE: [Date]
```

## Template 4 - Source naming map

| Channel | Campaign | Audience | Offer | Creative | CRM source code |
|---|---|---|---|---|---|
| Meta | [Name] | [Name] | [Name] | [Name] | [Code] |
| Google Search | [Name] | [Name] | [Name] | [Name] | [Code] |
| Referral | [Name] | [Name] | [Name] | [Name] | [Code] |
| Recruiting | [Name] | [Name] | [Name] | [Name] | [Code] |

## Template 5 - Landing page wireframe

```
EYEBROW: [Audience / location]
HEADLINE: [Specific situation + useful next step]
SUBHEAD: [What happens and what is not promised]

YOU WILL COVER:
- [Outcome or topic 1]
- [Outcome or topic 2]
- [Outcome or topic 3]

THIS IS FOR:
- [Fit criterion]

THIS IS NOT FOR:
- [Exclusion]

PROOF:
[Approved factual proof with source]

FORM:
[Name] [Approved contact] [Location if needed]
[One qualification question]
[Consent or notice where required]

BUTTON: [Request review / get details / book call]

FOOTER:
[Legal entity] [Contact] [Privacy] [Required disclosures]
```

## Template 6 - Instant Form

```
FORM NAME: [Campaign and version]
INTRO HEADLINE: [Clear value]
INTRO TEXT: [Who this is for and what happens]
CONTACT FIELDS: [Only necessary fields]
QUESTION 1: [Multiple choice]
QUESTION 2: [Multiple choice]
QUESTION 3: [Optional]
PRIVACY POLICY URL: [Approved URL]
CUSTOM NOTICE: [If required]
COMPLETION HEADLINE: [Submission received]
COMPLETION TEXT: [Who contacts them and when]
CTA: [Approved next action]
CRM SOURCE CODE: [Code]
```

## Template 7 - Customer lead ad copy angles

### Angle A - process clarity

```
PRIMARY TEXT:
Not sure whether your current [approved topic] still matches your situation? Request a structured review covering [topic 1], [topic 2] and the next steps available to you. No outcome is guaranteed; recommendations depend on your circumstances and eligibility.

HEADLINE: Request a [Topic] Review
DESCRIPTION: Clear process. Qualified conversation. No pressure.
CTA: Learn More
```

### Angle B - life or business change

```
PRIMARY TEXT:
When [approved life or business situation] changes, old assumptions may no longer fit. Speak with a qualified representative about what to review and which information to prepare.

HEADLINE: Has Your Situation Changed?
DESCRIPTION: See what may be worth reviewing.
CTA: Get Details
```

### Angle C - checklist offer

```
PRIMARY TEXT:
Use our [approved checklist name] to prepare for a focused conversation about [topic]. It explains the questions to ask, information to collect and what happens next.

HEADLINE: Get the [Topic] Checklist
DESCRIPTION: Practical preparation in one short guide.
CTA: Download
```

Replace every bracket and obtain approval. Do not use fabricated savings, urgency, guarantees, customer counts, or outcomes.

## Template 8 - Meta creative matrix

| Creative ID | Audience | Angle | Format | Hook | Proof | CTA | Hypothesis | Status |
|---|---|---|---|---|---|---|---|---|
| M-01 | [Audience] | Problem | Static | [Hook] | [Proof] | [CTA] | [Hypothesis] | Draft |
| M-02 | [Audience] | Process | Short video | [Hook] | [Proof] | [CTA] | [Hypothesis] | Draft |
| M-03 | [Audience] | Checklist | Carousel | [Hook] | [Proof] | [CTA] | [Hypothesis] | Draft |

## Template 9 - Google keyword map

| Intent cluster | Example keyword theme | Match approach | Landing page | Negative themes | CRM source |
|---|---|---|---|---|---|
| High intent | [Service + location] | [Approved] | [URL] | Jobs, login, complaints | [Code] |
| Research | [Topic comparison] | [Approved] | [URL] | Irrelevant education | [Code] |
| Recruiting | [Role + location] | [Approved] | [URL] | Customer terms | [Code] |

## Template 10 - Responsive search ad builder

```
HEADLINE FUNCTIONS:
1. [Service and location]
2. [Audience or situation]
3. [Useful next step]
4. [Approved proof or trust]
5. [Process differentiator]
6. [CTA]

DESCRIPTION 1:
[Who it is for] + [what happens] + [CTA]

DESCRIPTION 2:
[Topics covered] + [qualification/disclaimer if needed]

FINAL URL: [Approved page]
PATH: [Relevant path]
TRACKING: [UTM/source code]
```

## Template 11 - Negative-keyword starting checklist

```
[ ] Employment terms excluded from customer campaigns
[ ] Customer product terms excluded from recruiting campaigns
[ ] Login, support and claim-status intent reviewed
[ ] Free or DIY intent reviewed
[ ] Unserved locations excluded
[ ] Unoffered products excluded
[ ] Complaint, cancellation and service intent routed appropriately
[ ] Search terms reviewed at the agreed frequency
```

## Template 12 - Lead-routing specification

| Condition | Queue or owner | Acceptance time | Reassignment rule | After-hours rule | Alert owner |
|---|---|---|---|---|---|
| [Source/region/product] | [Owner] | [Minutes] | [Rule] | [Rule] | [Name] |
| [Overflow] | [Owner] | [Minutes] | [Rule] | [Rule] | [Name] |

## Template 13 - First response scripts

### Phone opening

```
Hello [First name], this is [Name] from [Approved organization]. You requested [offer] through [source] at approximately [time]. Is now an appropriate time for a brief conversation about what you wanted to review?
```

### Short message

```
Hi [First name], [Name] from [Organization]. We received your request for [offer]. I can help with the next step. Is [option A] or [option B] better for a brief call? Reply STOP or use the approved opt-out wording where required.
```

### Email

```
Subject: Your request for [offer]

Hi [First name],

Thank you for requesting [offer]. I am the person assigned to help. The first conversation covers [topic 1], [topic 2] and whether a next step is appropriate.

Would [time A] or [time B] work? You can also reply with a preferred time.

[Approved signature and disclosures]
```

## Template 14 - Follow-up cadence planner

| Timing | Channel | Purpose | Template | Owner | Stop/consent rule |
|---|---|---|---|---|---|
| Immediate | [Approved] | Acknowledge | [ID] | System/owner | [Rule] |
| First attempt | Phone | Connect | [ID] | Assigned user | [Rule] |
| Same day | [Approved] | Offer time options | [ID] | Assigned user | [Rule] |
| Next business day | [Approved] | Useful reminder | [ID] | Assigned user | [Rule] |
| Final active attempt | [Approved] | Close loop | [ID] | Assigned user | [Rule] |
| Nurture | [Approved] | Dated future reason | [ID] | Assigned user | [Rule] |

## Template 15 - Recruiting ad

```
ROLE: [Accurate title]
LOCATION / ARRANGEMENT: [Accurate details]

OPENING:
This role is for [candidate profile] who wants to [real work outcome].

WHAT YOU WILL DO:
- [Observable responsibility]
- [Observable responsibility]
- [Observable responsibility]

MINIMUM REQUIREMENTS:
- [Required license/eligibility]
- [Required availability/location]
- [Other lawful job-related requirement]

WHAT WE PROVIDE:
- [Actual training]
- [Actual tools]
- [Actual management support]

COMPENSATION:
[Approved, accurate structure without unsupported earnings promises]

PROCESS:
[Application -> screen -> interview -> decision]

CTA: [Apply / request details]
```

## Template 16 - Candidate screen scorecard

| Criterion | Weight | Evidence question | Score 1-5 | Notes |
|---|---|---|---|---|
| Eligibility/license | Required | [Question] | [#] | [Evidence] |
| Relevant behavior | [Weight] | Tell me about... | [#] | [Evidence] |
| Learning discipline | [Weight] | How did you learn... | [#] | [Evidence] |
| Activity fit | [Weight] | Describe your weekly... | [#] | [Evidence] |
| Communication | [Weight] | Scenario question | [#] | [Evidence] |

## Template 17 - Daily ad check

```
DATE: [Date]
SPEND VS PLAN: [Result]
ADS/FORM/LANDING PAGE LIVE: [Yes/No]
LEADS IN PLATFORM: [#]
LEADS IN CRM: [#]
FAILED OR DUPLICATE RECORDS: [#]
UNASSIGNED RECORDS: [#]
MEDIAN FIRST-ATTEMPT TIME: [Time]
POLICY NOTICES: [None/details]
QUALITY WARNING: [None/details]
ACTION / OWNER / DUE: [Action]
```

## Template 18 - Weekly campaign review

| Campaign | Spend | Valid leads | Connected | Qualified | Meetings | Sales | Retained | Decision |
|---|---|---|---|---|---|---|---|---|
| [Name] | [Amount] | [#] | [#] | [#] | [#] | [#] | [#] | Scale/repair/pause |

```
WHAT WORKED: [Evidence]
WHAT FAILED: [Evidence]
LEAD-QUALITY PATTERN: [CRM notes and loss reasons]
ROUTING/FOLLOW-UP ISSUE: [Issue]
ONE CAMPAIGN CHANGE: [Change / owner / date]
ONE CRM PROCESS CHANGE: [Change / owner / date]
NEXT REVIEW: [Date]
```

## Template 19 - Test log

| Test ID | Hypothesis | Variable | Control | Variant | Primary CRM outcome | Start | Review | Decision |
|---|---|---|---|---|---|---|---|---|
| [ID] | [If/then statement] | [One variable] | [A] | [B] | [Qualified/sale] | [Date] | [Date] | [Decision] |

## Template 20 - 30-day growth plan

```
WEEK 1 FOUNDATION:
[Approvals, tracking, routing, assets, test]

WEEK 2 CONTROLLED LAUNCH:
[Campaign, budget, owner, capacity]

WEEK 3 QUALITY OPTIMIZATION:
[Creative, form, audience, follow-up]

WEEK 4 DECISION:
[Scale, repair, pause, archive, next test]

PRIMARY CRM OUTCOME: [Outcome]
MAXIMUM TEST SPEND: [Amount]
STOP CONDITIONS: [Conditions]
OWNER: [Name]
APPROVER: [Name]
```