The paid demand-generation plan built at Innovative Group: how All Voice AI turns ad spend into qualified demo leads across its core SMB segments. Ready to switch on with funding.
| Platform | Funnel stage | Objective | Primary KPI |
|---|---|---|---|
| Meta (Facebook + Instagram) | Awareness → Retargeting | Lead generation / traffic | CPL, CTR |
| Google Ads | Intent capture | Demo form submissions | Cost per conversion |
Goal: Build awareness among SMB owners and drive demo leads through retargeting.
| Funnel | Objective | Targeting | Creative focus | CTA |
|---|---|---|---|---|
| Top (TOF) | Educate SMBs on "AI that answers calls 24/7" | Broad SMB audience + interests (business owner, call tracking, small-business software, customer-service tools, after-hours calls) | UGC-style videos, explainer reels, problem-solution statics | Learn More |
| Middle (MOF) | Re-engage site visitors and video viewers | Retarget users who watched >50% of TOF videos or visited the landing page | Testimonial video, comparison carousel (AI vs human cost) | Book a Demo |
| Bottom (BOF) | Convert warm leads into demo form fills | Retarget users who partially filled the form or clicked the demo CTA | Demo incentive (e.g., free setup consultation) | Book Now |
| Segment | Description | Targeting example |
|---|---|---|
| Home services | Electricians, plumbers, contractors, landscapers | Interests: HomeAdvisor, Angi Leads, Plumber, Contractor, Home Services |
| Law firms | Solo and small-firm lawyers | Interests: Legal services, Attorney, Law practice management software |
| Health & wellness | Dental, medical, and wellness practices | Interests: Dentist, Spa owner, Chiropractic, Clinic management |
| Small retail / local | Florists, gyms, salons, small shops | Interests: Small Business Owner, POS systems, Salon software, Gym management |
Lookalikes (Phase 2): lookalike of demo form fills, of 50%+ video viewers, and of high-engagement Meta users.
| Type | Example message | Notes |
|---|---|---|
| Problem-solution video (20s) | "You miss calls. AI doesn't." Show missed call → AI answer → happy client | UGC-style, relatable, vertical video |
| Explainer carousel | "AI that answers calls 24/7" → "Routes to the right person" → "Saves you time & money" | Clean, branded design |
| Testimonial ad | "We stopped missing calls and doubled our appointments." — Dr. Patel, Dental Practice | Build social proof |
| Static image | "Stop losing customers to missed calls." | Clear visual contrast (phone + robot) |
CTAs: Book a Demo, Learn More, Try AI Call Handling.
| Campaign type | % of Meta budget | Approx. spend |
|---|---|---|
| Awareness (TOF) | 50% | $3,750 |
| Retargeting (MOF/BOF) | 40% | $3,000 |
| Testing new creatives | 10% | $750 |
Goal: Capture high-intent searchers looking for call automation or AI receptionist solutions.
| Campaign type | Objective | Example keywords | Match types |
|---|---|---|---|
| Core search (AI receptionist) | Demo conversions | "AI phone answering," "AI receptionist for small business," "24/7 call answering service," "AI voice assistant for calls" | Phrase / Exact |
| Competitor search | Intercept branded queries | "Ruby receptionist alternative," "Smith.ai vs AI," "virtual receptionist software" | Phrase / Exact |
| Category search (call automation) | Broaden discovery | "automated call handling," "AI call routing," "business phone AI," "after hours call answering" | Broad / Phrase |
| Type | Headline examples | Description examples |
|---|---|---|
| Core solution | "AI That Answers Every Call 24/7" / "Never Miss a Customer Call Again" | "All Voice AI answers, routes, and summarizes calls, saving you time and staff costs." |
| Cost-saving angle | "Cut Call Center Costs by 70%" / "Replace After-Hours Answering Services" | "Smarter than call centers. All Voice AI works round the clock for a fraction of the cost." |
| Industry-specific | "AI Receptionist for Dentists / Lawyers / Contractors" | "Let AI manage calls, book appointments, and capture leads automatically." |
Ad extensions: Sitelinks (Solutions, Product, Demo, Pricing); Callouts (24/7 Support, Free Setup, No Contract); Structured snippet (Industries: Dental, Legal, Home Services, Retail).
| Campaign | % | Budget | Notes |
|---|---|---|---|
| Core search (AI receptionist) | 50% | $2,250 | Focus on high-intent terms |
| Competitor campaigns | 25% | $1,125 | Capture warm switchers |
| Category discovery | 25% | $1,125 | Broaden awareness |
| Phase | Focus | Key actions |
|---|---|---|
| Launch (weeks 1–2) | Awareness & lead nurturing | Launch Meta TOF, build retargeting pools, optimize Google keywords |
| Scale (weeks 3–6) | Conversion focus | Scale retargeting, expand lookalikes, add LinkedIn (Phase 2) |
| Ongoing | Weekly review | Pause high-CPC keywords, rotate creatives every 10 to 14 days, refine geo focus |
| Metric | Meta target | Google target |
|---|---|---|
| CTR | ≥1.5% | ≥3% |
| CPL | <$80 | <$90 |
| Conversion rate | ≥12% | ≥10% |
| Lead quality (demo bookings) | ≥20% qualified | ≥25% qualified |
| Task | Owner | Description |
|---|---|---|
| GA4 + GTM setup | Tracking | Ensure form + phone events tracked |
| Meta Pixel + Conversion API | Tracking | Integrate with CRM / HubSpot |
| Build LP variant A/B | Dev | Add industry-tailored sections |
| Creative batch 1 (3 videos + 2 statics) | Design | Problem-solution, testimonial, cost-savings themes |
| Campaign launch | Media | Meta + Google simultaneously (stagger by 3 to 4 days) |
Prepared by Innovative Group · Aug 2026. Program built and ready; it activates with All Voice AI funding.