Portfolio concept piece by AYR Marketing — not a live client campaign
Paid Social Campaign Concept

"Don't Wait For A Puddle" — Winter Callout Campaign

A 6-week Meta & Instagram campaign for Hartley & Sons, built to fill emergency callout slots through the coldest months, when burst pipes and dead boilers spike.

Objective
Emergency callout bookings
Audience
Homeowners, 35–65, Birmingham 8mi radius
Channels
Instagram + Facebook Feed & Stories
Budget (example)
£8/day, 6 weeks
Feed ads — three creative directions

Same offer, three emotional angles

Testing urgency, trust, and price-transparency as separate hooks to see which drives the cheapest cost-per-lead before scaling spend.

Angle: Urgency01
Boiler down?

We'll be at your door within 2 hours.

24/7 emergency callout across Birmingham

Call now →
Hartley & Sons Plumbing. No boiler this weekend? We get it. Our team answers the phone — not a call centre — and we're usually on site within 2 hours. Gas Safe registered, fully insured.
Angle: Trust02
Est. 2003

Three generations of Hartleys, one honest quote.

340+ Birmingham jobs, 4.9★ average

See recent jobs →
Family-run since 2003. No van-badge cowboys, no upsells you didn't ask for. Just a fixed-price quote and a job done properly, the first time.
Angle: Price clarity03
Fixed price

Know the cost before we pick up a spanner.

No callout fee for local jobs

Get a quote →
No surprise invoices. We quote the job, not the hour. If the price changes once we're in your home, we call you first — always.
Story ad — countdown format

15-second Story ad, retargeting warm traffic

Shown to people who visited the site but didn't call — a countdown-style urgency nudge for the last mile of the funnel.

hartleyandsons
2 hrs

average emergency response time this week

Swipe up to call →
Rollout

6-week flight plan

Weeks
Focus
Format
Goal
1–2
Test all 3 angles evenly
Feed ads
Find cheapest cost-per-lead
3–4
Scale winning angle, pause others
Feed + Stories
Grow booked calls
5
Retarget site visitors who didn't call
Story ad
Recover lost leads
6
Push reviews from Weeks 1–5 jobs into ads
Feed ad
Compound trust, lower CPL further