Mission brief · Greenhse Technologies

Every Perth lighting sale starts with one free plan.

Deals come from leads, and leads come from exposure. This is the full growth machine for Greenhse: who we talk to, the one event every ad points at, the funnel, the Meta and YouTube setup, the video ad, 30 days of content and a live numbers model. We watch Traffic, Leads and Conversion every day.

One page, one jobMessage matches marketTest 30, then double down

Conversion event

Book a free lighting plan

The customer sends a floor plan or a few photos. A Greenhse staff member reviews them and recommends a lighting layout and a product shortlist. Every post, ad, email and page in this campaign points here and nowhere else.

Customer uploads a floor plan or room photos on the plan page.
A staff member reviews the space and the customer's style.
Customer receives a layout and a shortlist from the Greenhse range.

Optional: a showroom visit in Ellenbrook to see the lights running.

AttentionDaily Instagram Reels on one topic, plus Meta RLT ads at $20/day and YouTube placements.
KeepPerth Home Lighting Guide as the lead magnet, then a 7-day email nurture in the CRM.
ConvertBook a free lighting plan. Staff review, layout and shortlist, optional Ellenbrook visit.
Scale & automateTest 30 variations, boost organic winners, retarget savers, then raise budget in steps.

PAID · who we are talking to

Know the customer before writing a single ad

Problem, Avatar, Identity shift, Dream outcome. If the message does not match the market, no budget will fix it. The primary avatar gets the ad spend; the secondary avatar comes in through partners.

Message must match market

5 / 5 pass

Every line checked against the ad, the plan page and the email.

Numbers model · TLC

Budget in, customers out. Edit any assumption.

CPL is spend ÷ leads. Conversion is customers ÷ leads. ROAS is revenue ÷ ad spend, with 3–5× typical. Every default below is an assumption to replace with real Greenhse figures, starting with average order value.

Ad spend

$600

$20/day × 30 days

Leads

40.0

at $15.00 CPL

Plans booked

16.0

40% of leads

Customers

3.5

8.8% of leads

Revenue

$2,746

incl. repeat orders

ROAS

4.58×

in typical 3–5× band

Cost per customer

$170

spend ÷ customers

Break-even CPL

$68.64

4.6× headroom on CPL

$10 in → $45.76 out

Passes the $10 in, $10 out test. Inside the typical 3–5× band. Keep testing, then raise budget in steps.

Live funnel · drawn to scale

Full width = 50 leads

Revenue per lead

$68.64

What one lead is worth on these assumptions

Cost per plan

$37.50

Spend ÷ plans booked

First-order ROAS

3.81×

Before any repeat orders

Revenue basisROAS and break-even use revenue. Apply Greenhse's gross margin before scaling.

Halve your CPL

Better content and sharper targeting lower CPL. This shows what cutting it in half is worth at the same budget.

Metric	At $15.00	At $7.50	Change

Revenue multiplier

×1.000

Revenue with levers$2,746

Funnel map · marketing matrix

Four channels feed one page with one job

The top of the funnel gets lots of exposure and little money; the bottom has fewer people and most of the money. The fortune is in the follow-up, so every lead goes into the CRM with a next step and a daily email.

Organic contentOne topic, one platform, every day. Saves tell us which posts to boost.

Paid adsMeta RLT at $20/day to the plan page, YouTube placement ads to the lighting guide.

Affiliates / JVReferral arrangements with people who already advise homeowners on fit-outs.

Strategic Alliance PartnersNon-competing businesses that share our audience. Suggested partner types below.

Builders

Shared audience: Clients choosing electrical selections during a build.
We offer: A free lighting plan for each client before the electrical walkthrough.

Electricians

Shared audience: Homeowners asking which lights to install.
We offer: Spec support on strips, drivers and downlights, plus a plan the client signs off.

Interior designers

Shared audience: Clients who want a finished, high-end look.
We offer: Fixture shortlists that match the scheme, and a showroom to bring clients to.

Kitchen & cabinet makers

Shared audience: Kitchen, laundry and robe projects.
We offer: Strip lighting for under-cabinet, kickboard and shelf details, planned with the joinery.

Real-estate stylists

Shared audience: Sellers preparing homes for photos and open homes.
We offer: Quick lighting upgrades that lift listing photos, especially twilight shots.

Meta ad build sheet · Relevant Laser Targeting

Set it up exactly like this, then tick it off

Manual campaign, $20/day, a tight Perth radius, separate wording per segment and only the three placements that convert. Ticks are remembered on this device.

Build checklist

0 / 15

Nothing launches or spends without manager approval

Placements · manual

Ads Manager mock

Ad set A · Facebook only$10/day

Ad set B · Instagram only$10/day

Audience

Location · people living here

Perth WA + 40 km radius. Covers the metro area and the Ellenbrook showroom catchment.

Gender: all. Age and wording set per segment, one ad set per segment once the first test has a winner.

Click "reach a limited audience" to unlock detailed targeting.

Segments · separate wording for each

Detailed targeting ideas

Segment	Age	Detailed targeting	Headline wording
RenovatorsPrimary avatar · test first	35–64	Homeowners; interests: home renovation, interior design, kitchen renovation, home improvement	"Renovating in Perth? Get your lighting planned before the electrician arrives. Free."
New buildsPrimary avatar	28–50	Life events: recently moved; interests: new home construction, display homes, home design	"Building in Perth? Send us your floor plan and get a free lighting layout before selections."
Electricians & buildersSecondary avatar	22–60	Job titles: electrician, electrical contractor, builder, site supervisor; industry: construction	"Sparkies and builders: send us the client's plan and we'll spec the lighting with you."
Interior designersPartner channel	25–60	Job titles: interior designer, interior stylist; interests: interior design, architecture	"Designers: get a lighting shortlist that matches your scheme, and a Perth showroom to bring clients to."

The ad · ADUCATE video, 78 seconds

Seven frames, in the exact ADUCATE order

Attention, Difficulty, Understanding, Credibility, Authority, Testimonials, Exit. Credibility uses only true facts. The testimonial frame stays a placeholder until a real customer agrees to tell their story.

Timeline · to scale

Rewrite the ad for a segment

Live AI

Original Attention

Original Exit

Renovators version

Example output

Example output. Turn on live AI to run it for real.

Hook lab · hook and gap

Open with what they believe, then hit them with the opposite

Each hook names a belief the viewer already holds, then opens the gap they did not know about. Every hook carries one of the three video formats: Content teaches, Documentary films the real journey, Demo shows the product working.

10 hooks · lighting a Perth home

Live AI

No.BeliefGapHookFormat

Generated hooks appear at the end of the list, highlighted.

116 content plan · first 30 days

One topic, one platform, every day

Instagram Reels only. One topic: making Perth homes look high-end with lighting. Each day answers one People Also Ask question with one idea and one comment-keyword CTA. Interest media finds strangers who care about the topic.

Starts Mon 9 Nov 2026

The 500-views maths

500 views/day × 365 = 182,500 views a year

at 1% becoming customers = 1,825 customers

The bootcamp's illustration of why daily posting on one topic compounds. Edit the inputs to see your own case. Customers here are a target, not a forecast.

Views per day

/day

View → customer

Simplicity doubles exposure: one idea per Reel. Saves are the strongest intent signal, so the most-saved Reels get remade and boosted.

YouTube placement + follow-up

Put the ad in front of 100 videos our buyers already watch

Upload the ADUCATE video unlisted, place it in front of about 100 target videos, send viewers to the Perth Home Lighting Guide, then nurture every new contact with a daily email that ends at the free lighting plan.

Placement plan

Google Ads · video

Upload the ADUCATE video as unlistedThe 78-second cut from the storyboard above. Unlisted keeps it off the channel feed and available for ads.
Build a list of about 100 target videosUse TubeSift to pull videos our avatar already watches, then cut anything off-topic.
Place the ad in front of those videosGoogle Ads video campaign with placements set to the target list, located in Perth WA.
Send traffic to the lead magnet pageOne page, one job: get the Perth Home Lighting Guide by email.
Nurture daily, then convertSeven emails over seven days, each ending with one link to book a free lighting plan.

Lead magnetPerth Home Lighting GuideLayering, colour temperature by room, hiding strip lights, downlight spacing and beam angles, with links to the strip-light finder, downlight finder and room layout planner.

Kinds of channels and videos to target

Australian renovation walkthroughs and before-and-after reveals
New-build house tours and display home reviews in WA
Kitchen design and kitchen renovation guides
Interior styling and "make your home look expensive" videos
LED strip lighting ideas and how-to-plan-lighting explainers
Smart home and smart lighting setup reviews
Alfresco, garden and outdoor lighting ideas
First-home buyer and new-home checklists

7-day email nurture

Sent from the CRM

Spam Act 2003. Only email people who opted in through the guide form, identify Greenhse as the sender in every email, include a working unsubscribe link, and honour unsubscribes within five working days.

Test 30, then double down · TLC scoreboard

Run small tests, back the winner, watch three numbers daily

Many small variations first. When one starts to have legs, make about 30 variations of that winner and keep the offer fixed. Traffic, Leads and Conversion get checked every day.

The 30-variation build

1 winner → 30 variants

Test hookWinnerVariation of the winner

Days 1–7Test
Five hooks, one offerSame plan-page offer, five different opening hooks from the hook lab, $20/day split across them.
Days 8–14Pick
Keep the one with legsJudge by CPL against break-even, then by saves. Pause the rest.
Days 15–30Double down
Make 30 variations of the winnerNew first three seconds, captions, thumbnails and segments. The offer and the page stay the same.

Pause rule: an ad that spends twice the target CPL with no leads gets paused.

Scale rule: raise budget in steps only while ROAS holds above break-even.

TLC daily scoreboard

Example data · not real results

14-day sparklines. Replace with Meta, Google Ads and CRM numbers each morning.Last 7 days vs prior 7

Compliance strip

Guardrails before anything goes live

Three sets of rules apply to every ad, page and email in this campaign.

Claims

Australian Consumer Law

Every claim in an ad must be true and provable. No invented savings, ratings or customer counts.
"Free" lighting plan means free: no hidden fee or purchase required to receive it.
Testimonials only from real customers, with their permission, unedited in meaning.

Email and SMS

Spam Act 2003

Consent first: only contacts who opted in on the guide or plan form.
Identify Greenhse as the sender in every message.
Working unsubscribe in every message, honoured within five working days.

Lead data

Privacy

Collection notice on each form: what we collect, why, and who sees it.
Floor plans and home photos used only to prepare the plan, stored with least access.
Follow the Australian Privacy Principles and link a privacy policy from every form.

Human in the loop: no ad launches, no budget changes and no email sends without manager approval.