Prepared for Blue Chip SMSF

Blue Chip Ads

The plan for the relaunch

Prepared for

Jeff Rossetti & Troy Rabaud

Scope

Meta relaunch and speed to lead

For

The reconvene, Monday 14 September 2026

What happened

We read your Meta ad account on 10 September. Nothing was changed. Four things matter.

1The campaign was switched off by hand on 7 August. No disapprovals, no delivery problems. The ad is still approved and the ad set is still live, so one status change restarts it.
2AD 4, the ATO checklist video, is the asset. 171 leads through the Meta form at $21.73 per lead, and 37 percent of those leads passed your qualification.
3AD 10, the audit warning video, is the lesson. 112 leads at $43.86 per lead, twice the price, and 48 percent came back not a good fit. Its opening line speaks to people who already have a fund.
4The other eight ads shared $301 in total across three months. Never enough budget to prove anything. They retire.

Where the money went

Two settings caused most of the waste. Both are ours to fix in the account, nothing for you to do.

142 percent of the spend, $3,791, went to people outside your 35 to 55 window. The 65 plus band cost $39.93 per lead and cannot be sold an SMSF under your own rules. AD 4 at 45 to 54 cost $11.16 per lead, the best cell in the account.
2The cause is one setting. The campaign is flagged as a Financial products special ad category. That flag forces the audience to 18 to 65 plus and removes lookalikes, customer lists and exclusions. Meta only requires it for advertisers reaching the United States. You are Australian reaching Australians, so it comes off.
3Placement. Facebook Reels delivered half the leads. Instagram feed was cheapest at $18.17 per lead. Stories spent $110.54 for no leads. Every impression was on a phone.

The market

Every active Australian SMSF ad on Meta, read on 10 September. What the people you compete with are doing.

1172 advertisers mention SMSF. 12 of them actually sell setup or administration. Stake, ESUPERFUND, Grow SMSF, Easy Super, SuperConcepts. Blue Chip is not running today. A free consultation is the winning offer, and two of the biggest put nobody on camera, so your real person on camera is a difference.
2The 10 August change. From 10 August 2026 an SMSF can no longer borrow to buy residential property. 36 ads across 16 advertisers use it, and 15 of those 16 are selling property or loans. Nobody is telling a trustee what it means for the fund. Your ads do not have to change for it. It is an open hook, and the new cut of AD 4 opens on it.
3Compliance. 92 percent of SMSF ads carry no compliance line. The serious operators burn one into the video: general information only, not financial advice. We do the same on every new 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.

1Verification. Meta requires anyone advertising financial services to Australians to verify the business in Business Manager. It asks for an AFSL number or the exemption, and the name on the Paid for by line. About two business days. Your account ran $8,929 without a block, so it is probably done. Troy confirms it. Nothing runs before it.
2One campaign, two audiences, special category off. Prospecting: 35 to 55 on Reels and feed, plus a lookalike built from the 78 leads who passed. Retargeting: everyone who watched a video or visited the page. Clients and the do not contact list excluded.
3$150 a day for the first two weeks, then $100. Meta needs about 50 leads a week in an audience before it settles. At $22 per lead that is $150 a day. Under that it never learns and the cost per lead stays high.
4AD 4 untouched, plus the new cut beside it. The new cut opens on the 10 August change, compliance strip burned in, built and ready. AD 10 and the eight copies retire. Further cuts: your video people, same footage, to a one page brief from us.

Who qualifies

The form stays as it is. The call does the qualifying. That keeps the ad side simple.

1The Meta form cannot apply your five rules. Meta will not let a lead form ask about balance, tax or bankruptcy. So the form stays as it is: name, phone, email. Nothing for you to rebuild.
2The call asks all five, inside 60 seconds. Balance, age, residence, tax, bankruptcy. Answers on the record before anyone at Blue Chip touches the lead. Slide 8 is how.
3No landing page in this plan. With a call inside 60 seconds, the instant form is the shortest path from ad to conversation. A page adds a step. Retargeting runs off video viewers and page engagers instead.
4Week four review on five numbers. Cost per lead, cost per qualified lead, connect rate, booking rate, show rate. The three month plan is written on those numbers, not on guesses.

Where your leads go today

Your own CRM, audited 3 to 10 September. Medians, so one outlier does not move them.

147 days from a lead landing to the first text from the bot. Your own workflow texts at six minutes, with a broken merge field in it. After that, nothing for weeks.
267 hours until the first human touch. Nobody speaks to a lead inside a day of the enquiry, by phone or by text.
310 days for the leads who went on to qualify. 2 hours for the ones who did not. The team is not slow. Nothing tells them which lead is worth the call, so the easy no gets called first and the buyer waits. One lead added 16 August signed with a competitor inside 48 hours.
4The text bot asked none of your five questions. Its fastest ever first contact was 30 hours. Two of seven people who asked for a human were answered. Twelve bookings in eleven weeks.

Speed to lead

An AI voice agent, built and run by Aidan, calling every new lead in Blue Chip's name.

1Inside 60 seconds. The form lands in your CRM and the phone rings. It names Blue Chip SMSF Services, says why it is calling and asks consent to record.
2Five questions, written to the record. Balance, age, residence, tax, bankruptcy. Every answer on the contact before anyone at Blue Chip picks up.
3Booked on the same call. Passes all five, it is in the 15 minute phone calendar. Fails one, the reason is on the record and nobody wastes a call.
4Never goes cold. No answer, a text inside five minutes and four more calls over three days. Asks for a person, a call inside five minutes with a task on the record. Tara and Reagan only ever pick up a booked, qualified call.

Introducing automated AI calls

One brain, trained on your five 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

Built and run by Aidan, our voice technology partner. Luke Faulkner is on the call today and builds the Blue Chip agent with us.

Built to your rules

The five questions from the 10 September call, and the compliance rules the agent runs under.

1Balance over $60,000 moving into the fund. Age 35 to 55. Residence: Australian citizen, living in Australia. Tax: personal returns up to date. Bankruptcy: no history. Passes all five, booked. Fails one, the reason goes on the record.
2Factual information only. It names Blue Chip up front, asks consent to record, and never recommends a fund, says one suits someone, saves tax or returns more. Blue Chip holds no AFSL, so this is a build rule.
3Calling hours. 9am to 7pm in the lead's own state. Never a Sunday, never a public holiday.
4Hard stops. Washed against Do Not Call. Never dials a client, an unsubscribe, a not a good fit, or anyone the text bot spoke to in the last 24 hours.

What good looks like

At $100 a day, July's own run rate. The numbers are yours, the arithmetic is ours.

1140 leads a month into the CRM. July's own run rate at $100 a day. Five to seven agent calls on a weekday, plus retries. High value, not high volume.
263 of every 140 leads were never reached by anyone last quarter. Their form answers match the leads who passed. At AD 4's pass rate, 23 of them would have qualified.
323 more qualified leads a month reaching a consultation instead of ghosting. That is the number the agent is judged on at week four.
4$1,369 a month of ad spend today buys leads nobody speaks to. 63 leads at $21.73 per lead. That is what speed to lead recovers before a single new ad is made.

Next steps

Troy
Confirm the verificationBusiness Manager, Security Centre, 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 extra cutsAccess for the agent build and a data handling agreement between the three of us. We send your video people a one page brief: the hook, the length, the compliance line. They cut from the footage they already have.
Luke
The demo callA call to Jeff's mobile with the Blue Chip opener, the consent line and the five 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 55, the two audiences, $150 a day, AD 4 plus the new cut. Reported every Friday.
Then
Week one, then week fourThe agent is live before the first relaunch lead lands. 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