Trifecta Sports Therapy · Meta Ads Launch Plan

Section 01

The Approach

Start small, start with what exists, and let the first few months tell us what to invest in next. This channel is a complement to Google Ads, not a replacement for it.

Small budget

We are starting deliberately lean. Enough to learn what works without committing real money to something unproven.

Content we have

Launch creative comes from the offer page, your reviews, and the email sequence. Nothing here waits on a video shoot. Expanding the content library is the phase two plan.

A longer read

A local service business will not produce 50 conversions in a week, and that is fine. We judge this monthly, not weekly. Weekly numbers at this size are noise.

Works with Google

Meta stays in front of people who found you through Google or organically and did not book. Google captures demand, Meta follows up on it.

Section 02

One Campaign, Two Messages

Everything runs inside a single campaign with six to ten ads in it. Two kinds of message, one pointed at people ready to book and one at people who know Trifecta but need a reason to choose it. Meta decides who sees which.

Ready to buy

Just give them the offer

No build up and no cleverness. The offer, what is included, and where to book. These are the ads most likely to carry the campaign.

The offer, plainly stated. Price, what you get, book now.
The guarantee. Lead with the risk reversal instead of the price.
What the visit covers. Everything included, so the number stops being the obstacle.
A real client result. Their words, then the offer.

Not ready yet

Convince them why us

These people know who you are. They have not booked because nothing has told them why Trifecta is different from every other place that will rub their back for an hour.

The scan. Nearly everyone has had a massage. Almost nobody has had their movement measured.
Trusted by other physicians. Third party credibility does the persuading.
Not just for athletes. Permission for the person who assumes this place is not for them.
What actually happens. Walk through a first visit so it stops feeling like an unknown.

Eight angles to start. We keep the ones that work, retire the ones that do not, and add new versions of the winners.

Section 03

The Audience

We start with the people who already know Trifecta, then let Meta widen the net from there. The one list we need from you is everyone who has already purchased or booked their first appointment, so we can keep the ads off them.

Import the exclude list

Export everyone from WellnessLiving who has purchased or booked a first appointment, and upload it to Meta as a do not show list. No point paying to sell a first visit to somebody who already came in.

Start with who knows you

Recent website visitors, social followers, and people who gave you their email but never booked. The warmest and cheapest people to reach, and the ones Google Ads and organic search are already sending you.

Let Meta expand

We do not lock delivery to that group. Meta is allowed to go beyond it, otherwise we overpay to show the same small group the same ads over and over.

Learn what cold costs

That expansion pulls in people who have never heard of Trifecta and shows us what they cost. A cheap read on whether cold traffic could scale later.

Manual now, automated later

There is no direct connection between WellnessLiving and Meta, so for now the export is a person clicking a button once a month, which takes about ten minutes. That keeps the list current as new people book.

It can be automated later so new clients drop off the ad list the moment they book. That needs a paid connector and some setup, so we would rather prove the channel works first.

Section 04

The Budget

$20 to $30 / day

Roughly $600 to $900 a month. Happy to go higher if you want to move faster, and the structure supports it without any rebuild.

What to expect early

This is not a scale play. It is a steady, modest spend that complements the traffic Google Ads and organic search already produce, and it should pay its way from the start rather than just buy us an education. We expect bookings out of month one.

What we do not expect is volume. A $150 first visit in one metro does not generate many events in a week, so we read the results monthly rather than weekly and leave the campaign alone in between. Tinkering every few days is the fastest way to waste a budget this size.

Section 05

Where This Goes

Two ways this grows, and the first few months decide which one gets the investment.

Build the content library

Video built around the personas developed for the brand, from the high school athlete to the grandparent who wants to fuel and move better. One shoot day can cover all of them.

We wait for the first ads to report before scripting. Whichever message wins tells us which persona to lead with, so the cheap creative writes the brief for the expensive creative.

Scale toward cold

Right now Meta mostly reaches people who already know you, with a small amount of expansion beyond that.

If those new people convert at a reasonable cost, we shift the balance and let Meta become a source of new demand rather than a follow up channel. That is the version that grows the business, and this small launch is how we find out whether it is available to us.

Section 06

To Get This Live

The offer is set and the ad account is ready. Five things stand between here and live.

#	Step	Who
1	Pixel accessThe one piece of access we are still missing.	Trifecta
2	Check the tracking end to endThe new offer page most likely has no tracking on it at all. We verify every step fires correctly before a dollar gets spent, because tracking that is wrong at launch cannot be fixed after the fact.	Easton
3	Export the purchased and booked listOut of WellnessLiving, into Meta as the exclude list.	Both
4	Build the adsMost are design only. One or two want a short phone video from Cory or Anna.	Easton
5	You review, then we launchNothing goes live until you have seen every ad.	Both