Prepared for Blue Chip SMSF

Blue Chip Ads

The relaunch and speed to lead

Prepared for

Jeff Rossetti & Troy Rabaud

Scope

Meta relaunch and speed to lead

For

The reconvene, Monday 14 September 2026

The last campaign

We read your Meta account again on 12 September. Nothing was changed. This is what ran.

1One campaign, ten ads, just under $9,000 from May to August. Switched off by hand on 7 August. The ad set and all ten ads are still switched on underneath it and nothing is disapproved, so one status change restarts it.
2AD 4, the ATO checklist video, is the asset. About 170 leads at about $22 each, on well under half the budget. The only ad with a picture beside the presenter, the only one with an end card, the only one Meta rates above average.
3AD 10, the audit warning video, took most of the money. About 110 leads at about $44 each, twice the price, on more than half the budget. It was watched longer and clicked more, and it cost more per lead on every placement. Its opening line speaks to someone who already has a fund.
4The other eight ads shared about $300 between them. Seven different scripts, two of them the same file running against itself. None ever had the budget to prove anything.

Where the money went

Two settings and one habit did most of the damage. All three are ours to fix inside the account.

1Roughly two dollars in five went to people outside 35 to 54. The over 65 band cost about twice what 45 to 54 cost and cannot be sold a fund under your own rules. 45 to 54 was the cheapest cell in the account.
2The campaign was declared a Financial products special ad category. It ran 18 to 65 plus for its whole life with no age band, no lookalike and no exclusion list ever attached. Meta only requires that category for advertisers reaching the United States, Canada and parts of Europe. It comes off.
3Facebook Reels carried half the spend and half the leads, and every impression was on a phone. The placements that delivered all cost about the same per lead. Facebook Stories spent about $110 for nothing.
4No brand mark, no compliance line and no end card on any of the ten ads. Every one opens on a face talking, and about one viewer in ten is still watching at the quarter mark.

The form and the page

Where a lead goes the moment they tap the ad. Both were built by the last agency and neither has been touched since.

1The form asks seven questions before it asks for a name, and none of them stops anyone. There is no logic on any answer, so a person in retirement with an existing fund can complete it. It never asks about balance, tax or bankruptcy, the questions that decide fit.
2Question two is Do you have an existing SMSF, and a yes is a no. Your rejection page says in writing that you only work with people who do not have an existing fund. Every headline and every script in the account sells setting up a new one. Only AD 10 speaks to a fund holder, and its leads came back the wrong fit.
3Troy settled it on Sunday: the target is people wanting to set up an SMSF. So every ad in this plan speaks to someone who has not started. Someone moving an existing fund across is a different ad, a different form and its own campaign, only if that ever changes.
4There is no page. The ad goes straight to the form and retargeting has nowhere to land. With a call inside a minute the form is the shortest path, so no page in week one. It comes back with the website conversation Troy parked.

Your leads today

Your CRM, read again on 12 September. The lead has landed. This is what happens next.

1If they book a time on the spot, it works. Confirmation inside five minutes, the details, two reminders. About half your campaign leads booked this way, and about seven in ten of those turned up.
2If they do not, three automated emails go out in the first day and a half, then mostly silence. One of them tells the lead they are a strong fit before any of your six rules has been checked. The first text still goes out with a broken merge field, so the lead reads a piece of code where their name should be.
3About two leads in five ever get a message a person typed. Three in five never do. Of the ones who do, roughly one in fourteen hears from a person inside the first day.
4Your CRM has never logged an outbound call. Not one. Tara and Reagan ring from their own phones and the system cannot see it, so nobody can tell which lead was rung, when, or how many times. The work is real and it is invisible, which means it cannot be prioritised or checked.

The text bot

Regathered was switched on in August, after the campaign had finished, to work back through the leads that had gone quiet. Judged on that job.

1It reached the old leads about six to seven weeks after they first enquired, in scheduled batches. That is the job it was given. It was never set up to answer a new lead and it has never texted one inside a day. Not once, in its history.
2When a lead replies, it is quick and it writes well. It answers in under half a minute. It booked twelve consultations and ten of them showed. That part is worth keeping.
3When a lead asks for a person, it tags them and sends one line. No task, no note, no stage move. Seven asked, two were called back. Two of the five who were not were asking direct commercial questions.
4It asks none of your six rules, and it shares a phone number with your own workflows. Some leads got both on the same day, one of them twelve messages. Nobody has the job of reaching a new lead in the first hour. That is the gap.

The market

Every active Australian SMSF ad on Meta, read on 10 September and checked again today.

1Well over a hundred advertisers mention SMSF. About a dozen actually sell set up or administration. Stake, ESUPERFUND, Grow SMSF, Easy Super, SuperConcepts. Blue Chip is not running. A free consultation is the common offer, and two of the biggest put nobody on camera. Your real person on camera is a difference.
2The 10 August change is an open line. From 10 August 2026 an SMSF can no longer take out a new loan to buy residential property. Loans already in place are untouched. Property sellers and lenders are advertising on it, one administrator is, and nobody is telling a trustee what it means for their fund. Nothing in your ads has to change for it.
3The large majority of SMSF ads carry no compliance line. The serious operators burn one into the video. We do the same on every cut, and put it in the text on AD 4 so the approved file stays approved.

The relaunch

Week one, in this order. Troy's step first, then ours.

1Verification. Meta requires anyone advertising financial services to Australians to verify the business: Business Suite, Authorisations and verifications, the AFSL number or the exemption, the name for the Paid for by line. About two business days. We cannot see the status, so Troy confirms it. Nothing runs before it.
2One campaign, one ad set, special category off. Everyone 35 to 54 in Australia in one set, the lookalike from the leads who booked inside it rather than its own set. Clients, current leads and the do not contact list excluded. Automatic placements, Audience Network off. Retargeting waits for a page and a budget that can carry it.
3$150 a day, held for four weeks. Meta wants about fifty leads in an ad set inside a week before delivery settles. At about $22 a lead that is $150 a day. Split across sets, or stepped down at day fourteen, it never settles and the price stays high.
4Nothing touched for fourteen days, then judged on cost per qualified lead, never on clicks. On clicks AD 10 wins and you lose money. After that, one working session a week, every change bundled. Qualified and booked go back to Meta from your CRM, so the lookalike learns from the leads who booked. The three month plan is written on those numbers.

What ran

The two ads that carried the money. Same presenter, same room. Who each one actually speaks to.

AD 4, the assetSetting up an SMSF yourself? The ATO has a 12 point checklist.Speaks to someone who has not started. About 170 leads at about $22, and about one in ten reached an application. Reruns untouched as the control.

AD 10, the expensive lessonThe ATO is auditing SMSFs more than ever, and if yours is not set up right, you could be next.Speaks to someone who already has a fund, the person your form rejects. About 110 leads at about $44, one reached an application. Retires.

The cuts

AD 4 untouched beside three cuts of footage you already own. Every one speaks to someone setting up their first fund. Built, loaded the moment verification clears.

ControlAD 4, exactly as approved.One change, in the text not the file: the compliance line goes into the primary text.

Cut one, the rule changeThree seconds of type on the 10 August change, then AD 4.The open the market is leaving alone. Compliance strip burned in.

Cut two, the checklistAD 4 with the face opening replaced by type.Because about one viewer in ten reaches the quarter mark when it opens on a face.

Cut three, what you getNo presenter. What a done for you set up includes.The only script in the account that says it, over its own audio.

Introducing Aidan

Our voice technology partner. Luke Faulkner is on the call today and builds the Blue Chip agent with us.

1Aidan rings a new enquiry the moment the form lands, talks like a person, asks the questions you want asked, and writes every answer back into your CRM. Australian built and hosted, on Australian voices.
2It is not a chatbot with a phone number bolted on. The same brain answers your inbound line, replies to a text, sits on your website, and books into your own calendar inside the same conversation.
3Every call leaves a record. Recording, transcript, summary and the answers, on the contact. Nothing a person does after it is invisible.

Introducing automated AI calls

One brain, trained on your six questions and your factual only line, working four ways.

1Speed to lead. Every new lead called inside 60 seconds, qualified and booked. The agent we are building first.
2Inbound. Answers your phone line 24 hours a day, from the website, Google, Facebook, wherever the number sits. Same questions, same calendar.
3Website chat. The same qualifying brain embedded on your site, booking into the same calendar.
4Messaging. Two way AI messaging across SMS, Facebook, Instagram and WhatsApp, in the same voice, so a text, a comment or a DM gets the same first reply as a call. Texts go out from a dedicated phone number, so the new ACMA sender ID register does not apply and there is nothing for Blue Chip to register.

Aidan by the numbers

4 million

calls made in Australia over 18 months

42.6%

pick up on the first dial

67%

reached by the third attempt, across four days

22,703

calls in the latest test set, 21 businesses, October to August

38%

of those picked up and held a real conversation, 555 appointments booked

AU

Australian built and hosted, 138 Australian voices, live with F45, City Cave and UBX

Aidan's own figures, presented by Luke Faulkner, who builds the Blue Chip agent with us.

How the agent gets built

Luke presents. What happens between today and the first relaunch lead.

1The voice and the words. An Australian voice chosen with you. The opener names Blue Chip SMSF Services and asks consent to record. Your six questions worded as eligibility, never as an audit of the person, then the factual only boundary.
2Wired into the CRM you already use. Six fields, the tags, the 15 minute phone calendar read live, the retry ladder and the hard stops. Each one a step Tara and Reagan can see in the builder they already use.
3The demo, presented to Jeff's team. The agent is presented to the team for testing, feedback and iteration, with up to two rounds of revisions before it goes live. Nothing speaks to a lead until you have heard it.
4Built this week, ahead of the ad launch. The agents are built and embedded into your CRM with the automation sequences in place before the first ad runs. Build starts the day CRM access and the agreement are in place. A weekly report from week one: connect rate, qualification rate, booking rate, show rate.

Speed to lead for Blue Chip

Luke presents. The Blue Chip agent, from the form to a booked consultation, in Blue Chip's name.

1Inside a minute of the form, the phone rings. It names Blue Chip SMSF Services, says why it is calling and asks consent to record. Calls 9am to 7pm in the lead's own state, never a Sunday, never a public holiday.
2Six questions, your rules, written to the record as they are answered. Balance over $60,000, age 35 to 55, Australian citizen, living in Australia, tax returns up to date, no bankruptcy. Factual information only: it never recommends a fund or says one suits anyone.
3Booked on the same call, into your 15 minute phone calendar. Passes, it reads the live slots and books. Fails one, the reason is on the record and nobody wastes a call.
4Never goes cold, and never stays hidden. No answer: a text inside five minutes, then calls over three days. Asks for a person: a call back inside five minutes in hours, plus a task with an owner on the record. Later, the same agent works the old leads by phone after a Do Not Call wash.

Why the call

The case for putting the first hour, the phone and the record in one system.

1The leads you buy are lost to time, not to a competitor. About half never book on the spot, and nothing in the business reaches them inside a day. At about $22 a lead, every one that waits weeks is money spent on a conversation that never happens.
2A text cannot qualify. A call can. The bot asks none of your six rules and needs a reply per question over days. The call asks all six in two minutes, while the lead is still holding the phone they filled the form on, and books into live slots on the same call.
3One system on one number, instead of two sharing one. Today the bot and your own workflows send from the same number and neither can see the other. Aidan calls, texts and emails from one place and writes every step to the record, so Tara and Reagan pick up a booked, qualified consultation with the transcript in front of them.
4The text bot's twelve bookings are the starting line. It reached leads about six weeks after they enquired, by text, and still booked twelve. Aidan reaches the same leads inside a minute, by phone, with the six answers on the record. Week four measures the difference: cost per qualified lead, connect rate, booking rate, show rate.

Next steps

Jeff
The spend and the targetConfirm the budget and which entity pays: $150 a day is about $4,500 a month, inside the $2,000 to $5,000 you wrote in August. And what a set-up client is worth to you, so the target cost per qualified lead is written before the campaign restarts.
Troy
Confirm the verificationBusiness Suite, Authorisations and verifications. Is financial services verification complete, and whose name is on the Paid for by line. If it is not done, lodge it: about two business days.
Blue Chip
CRM access and the agreementAccess for the agent build, a data handling agreement between the three of us, and what the text bot costs, so the two are set up side by side and not on top of each other.
Luke
The demo, then the buildThe agent presented to Jeff's team for testing and feedback, up to two rounds of revisions, then built and embedded into the CRM this week with the automation sequences in place, ready for the ad launch.
LOVR
Switch the campaign back on, fixedOnce verification is confirmed: special category off, one ad set at 35 to 54 with the lookalike and the exclusions, automatic placements, $150 a day with a spend cap on the account, AD 4 plus the three cuts loaded, the form cut to the questions that decide fit. The broken merge field fixed. Reported every Friday.
Then
Two weeks, then week fourThe agent built this week and live before the first relaunch lead lands. Nothing in the account touched for fourteen days. Every cut gets a two week read. Review at week four on cost per qualified lead.

Prepared by LOVR for Blue Chip SMSF · voice technology by Aidan
Nath Thompson · nath@lovr.agency