Ethan Murphy manages campaigns for over a dozen Christmas light installers within the Augusta Lights franchise network, and in a single season, he helped generate more than $500,000 in booked installs.
That kind of success comes from following a proven framework: Metrics, Analysis, and Action (MAA).
Here’s how Ethan uses the BlitzMetrics MAA process to consistently produce results for local service businesses.
1. Lead Form Ads Work Better Than Call Ads
Most local businesses think call ads are the best way to get direct leads. But Ethan’s data tells a different story.
“Call leads work best on Google. On Facebook, the lead form wins—it gives you scale, structured data, and lets you control the process.”
— Ethan Murphy
Ethan’s winning setup:
- Campaign Type: Leads
- Conversion Type: Instant Form
- Optimization: ABO (Ad Set Budget Optimization)
- Objective: Maximize Conversions
For example, in Columbia County, GA, lead form submissions averaged $18 per booked estimate, while call ads hit nearly double that.
2. Target by Zip Code, Not Interests
Most Facebook campaigns over-complicate targeting with interest stacking or lookalike audiences. Ethan goes simple and specific.
“I only use zip codes, where the crews actually work. That’s it.”
Targeting process:
- Pull zip codes from the installer’s CRM or estimate sheet.
- Use ChatGPT to generate ranges based on service cities (e.g., Grovetown, Evans, North Augusta).
- Filter by age 25+ (homeowners).
- Placements: Facebook Feeds only.
This local-first strategy dropped Ethan’s cost per lead to under $20 across seven Georgia markets.
3. Real Crews Outperform Stock Photos
“People want to see real ladders, real lights, and real homes. Not stock junk.”
Creative checklist:
- Use 15–30 second vertical videos.
- Add captions using Descript or CapCut.
- Make them real and authentic, no stock images
- Have fun with them, make them even a little corny
See how this aligns with our E-E-A-T principles
4. Urgent, Simple Copy Wins
Forget clever writing. Ethan keeps his copy straightforward and timely.
Example headline:
Now booking Christmas light installs in Augusta, limited spots before Thanksgiving!
He includes the city name, a timeframe, a call-to-action like “Get quote” and a deadline or urgency line. This kind of language creates a clear offer and timeline, which drives faster conversions.
5. Speed-to-Lead Is Everything
Once the lead form is filled out, Ethan’s clients use a two-minute follow-up rule.
“If the crew doesn’t call or text them within 30 minutes, we lose the lead.”
Each installer is trained on:
- Using GoHighLevel for automated texting.
- Manually calling as soon as the form comes in.
- Tracking conversions using a simple Google Sheet synced daily.
Installers like Chris Delgado in North Augusta saw a 37% increase in booked jobs after adopting this follow-up standard.
Learn about the 9 Triangles Framework
6. Budget Scaling Through What Already Works
Once Ethan sees which ad and zip combo is performing, he doubles down.
- Top-performing ads get duplicate ad sets with increased budget.
- Underperformers get paused immediately.
- All ad-level metrics are logged weekly using a one-pager sheet shared in Basecamp.
7. Ethan’s Daily Checklist
Here’s what Ethan does every morning across 12+ client accounts:
- Check lead form performance by zip.
- Review follow-up speed logs.
- Rotate out old creatives (seven-day rule).
- Update clients with next steps.
- Add wins and losses to the Basecamp thread.
This discipline has turned part-time installers into full-time seasonal earners.
What You Can Do Next
If you’re a local service provider and want to:
- Get more leads through Facebook without burning budget.
- Build a real follow-up system.
- Or simply copy Ethan’s strategy.
We’d love to walk you through it.
Get a Quick Audit to uncover what’s blocking your growth, or reach out through our mentorship program to build your first system together.
Dennis Yu
Dennis Yu is the CEO of Local Service Spotlight, a platform that amplifies the reputations of contractors and local service businesses using the Content Factory process. He is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other brands.
Dennis has achieved 25% of his goal of creating a million digital marketing jobs by partnering with universities, professional organizations, and agencies. Through Local Service Spotlight, he teaches the Dollar a Day strategy and Content Factory training to help local service businesses enhance their existing local reputation and make the phone ring.
Dennis coaches young adult agency owners serving plumbers, AC technicians, landscapers, roofers, electricians, and believes there should be a standard in measuring local marketing efforts, much like doctors and plumbers must be certified.