Blue Chip Ads

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LOVR · Burleigh Heads
01 / 06
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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.
  • 3So one question for you before we switch anything on. Is first time set up the deliberate target, or do you also want people moving an existing fund's administration across to you? That is a different ad, a different form and its own campaign, after this one settles.
  • 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. The first step is Troy's, the rest is ours inside the account.

  • 1Verification. Meta requires anyone advertising financial services to Australians to verify the business: Business Suite, Authorisations and verifications, the AFSL number or the exemption, and the name for the Paid for by line. About two business days. We cannot read the status from outside, so Troy confirms it. Nothing runs before it.
  • 2One campaign, two audiences, special category off. Prospecting at 35 to 54 on Reels and feed, plus a lookalike built from the leads who went on to book. Retargeting on everyone who watched a video or engaged with the page. Clients and the do not contact list excluded. Facebook Stories off.
  • 3$150 a day for two weeks, then $100. Meta wants about fifty leads in an audience inside a week before delivery settles. At about $22 a lead that is $150 a day. Under that it never settles and the price stays high.
  • 4Judged at two weeks and again at week four on cost per qualified lead, never on clicks. On clicks AD 10 wins and you lose money. Connect rate, booking rate and show rate sit beside it. The three month plan is written on those numbers.

The ads

Your best ad untouched, and three cuts of footage you already own beside it. Built, and loaded the moment verification clears.

  • 1AD 4 reruns exactly as Meta approved it, as the control. One change, in the text and not the file: the compliance line goes into the primary text.
  • 2Three cuts, all from your own footage. The rule change: a three second open on the 10 August change, then AD 4. The checklist: AD 4 with the face opening replaced by type, because one viewer in ten reaches the quarter mark. What you get: a no presenter piece over AD 5's audio listing what a done for you set up includes, the only script in the account that says it.
  • 3AD 10 retires as a file. Its two absolute lines, no audit risk and completely compliant in five days, cannot run again. Its audience is real and is a second campaign if you want it. The AD 2 duplicate retires. The rest wait behind these.
  • 4Rules on every cut. Brand mark, one colour. Compliance strip the full length. No absolute claims, no line that names the viewer's money. The bottom of the frame kept clear.

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. Facebook, Instagram, WhatsApp and SMS answered in the same voice, so a comment or a DM gets the same first reply as a call.

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.

Speed to lead for Blue Chip

What we think can happen on this account, 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.

The text bot and the call

Both on the same page, judged on what each actually does on this account.

  • 1First contact. The text bot: scheduled batches, six to seven weeks after the enquiry, never inside a day. The call: inside a minute of the form, by design.
  • 2Qualifying. The text bot asks none of your six rules and would need a reply per question over days. The call asks all six in one conversation, in a fixed order, and you hear it on the demo before a lead does.
  • 3Booking and handover. The text bot books by text on a shared number and hands over with a tag nobody watches. The call books live into your calendar and hands over with a call back and a task that has an owner.
  • 4The record. The text bot writes no notes. The call leaves a recording, a transcript, the six answers and a stage move. The bot stays for what it is good at, and a 24 hour rule keeps the two apart so nobody hears from both.
Next steps
  • Jeff
    New fund or switchers, and the spendAnswer the one question on the form slide, and confirm the monthly spend and which entity pays. That decides whether AD 10's audience becomes a second campaign.
  • 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 callA call to Jeff's mobile with the Blue Chip opener, the consent line and the six questions, recording and transcript returned, so you hear it before it speaks to a lead.
  • LOVR
    Switch the campaign back on, fixedOnce verification is confirmed: special category off, 35 to 54, the two audiences, $150 a day, AD 4 plus the three cuts loaded. The broken merge field fixed. Reported every Friday.
  • Then
    Two weeks, then week fourThe agent live before the first relaunch lead lands. 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