Only EarnedPaidFunnels
Sample roadmapPaidFunnels · RM · v1

Full Delivery Roadmap.

28 days from clarity call to live ads. Not a checklist — a sequenced strategic build with 120+ deliverables, four interlocking funnels, and a financial model behind every decision. Most teams spend 6–9 months reverse-engineering this.

Phase 01
Foundation · Days 1–12
Phase 02
Production · Days 13–24
Phase 03
Install + Launch · Days 25–28
Phase 04
Optimise + Scale · Day 28+
01
Full delivery roadmap

Day-by-day from clarity call to ad launch.

Day 1

Clarity Call

Deep-dive into ICP, past programs, bottlenecks, current revenue, goals.

Day 3

Creative Call

ICP psychographics, offer breakdown, messaging angles, competitor analysis.

Day 5

Roadmap Call

Financial projections, full deliverables breakdown, day-by-day timeline, next steps.

Day 10

Deliver: Video Scripts

Video ad scripts, VSL video script, TY video script, FAQ video scripts, partnership video script.

Day 11

Deliver: Landing Pages

Short-form LP, long-form LP (VSL page), thank-you page, booking page, partnership page.

Day 12

Deliver: Email & SMS Sequences

Nurture flow, scripted and ready for CRM upload.

Day 13–24

Client Films & Edits All Ads

video ads, FAQ videos, TY video, VSL video, partnership video.

Day 25

Set Up Email & SMS Automations on CRM

All email and SMS sequences uploaded and configured in the CRM.

Day 25

Set Up Slack + Zapier Automations

Slack notifications and Zapier automations configured for lead flow and booking alerts.

Day 26

Review All Assets

24–48 hour review of all filmed and edited video assets. Feedback loop if revisions needed.

Day 27

Upload to Ad Account

All approved creatives uploaded. Campaign structure built. Audiences configured.

Day 28

Ad Launch

Go live with ad campaigns.

Day 35

Post-Launch Review Call

Review first 7 days of data: CPBC, show rates, close rates, funnel bottlenecks.

Day 36+

Ongoing Optimisation

Track metrics, optimise, iterate. Close first paying clients through the funnel.

02
What this actually takes

Why this isn't a 'follow the steps' build.

The 28-day timeline above looks tidy. It hides the harder work: the strategic decisions, the orchestration between four parallel funnels, and the financial model that decides every creative call. This is the part you can't shortcut, and the reason most teams take 6–9 months to get a paid system this clean.

Strategy depth

47 strategic decisions before a single asset is built.

ICP triangulation, offer architecture, qualification thresholds, downsell laddering, lifecycle pacing, attribution windows, creative pillars, hook/body/CTA framework, qualification questions, pricing test sequencing. Each one has a downstream consequence. Most agencies skip 40 of them and call it 'we'll figure it out in optimisation'.

Concurrent execution

Four funnels building in parallel, not one funnel in series.

VSL funnel, qualifier route, downsell layer, and (when relevant) Profile + DM funnels — each with its own scripts, pages, sequences, automations and tracking. They share a brain (the qualifier) but ship independently. Sequencing the dependencies so nothing blocks is the work.

Asset volume

120+ deliverables, 28 days, zero compounding errors.

11 video scripts, 5 landing pages, 3 sequence flows, full CRM install, 16 platform accesses, pixel + CAPI, sender-domain warming, qualification logic, financial model, scaling plan. One bad asset breaks the chain — a weak hook bleeds spend, a missing automation kills show-up rate, a broken pixel kills attribution. There's no margin for filler.

Financial modelling

A revenue model behind every creative decision — not vibes.

AOV × spend × scenario maths drives the daily budget, the qualification threshold, the downsell price points, the rescript batch timing, even the call cadence. We back-solve creative from the worst-case month-1 number, not the other way around. This is what separates a system from a campaign.

Dimension
Most agencies
PaidFunnels
Time to live ads
90–180 days
28 days
Funnels shipped
1 (a VSL or a webinar)
Up to 4 in parallel + downsell layer
Strategy artefacts
Brief + a Google Doc
Financial model, qualifier logic, lifecycle architecture
Bad-fit traffic
Bounces · spend wasted
Routed to downsells · cash collected
Optimisation cadence
Whenever something breaks
Day 45 rescript batch · scheduled compounding event
Accountability
'We tried · audience didn't convert'
Modelled worst-case M1 + M4 · documented before launch
120+

individual deliverables sequenced across 28 days

6–9 mo

what this would take an in-house team to build cold

£0

wasted on bad-fit leads — every click has a destination

03
Deliverables

Every asset we're building, grouped by stream.

VSL Video Ad Scripts

Scripts across 5 stages of awareness

5 items
  • ○Unaware
  • ○Problem Aware
  • ○Solution Aware
  • ○Product Aware
  • ○Most Aware

VSL Script

Main sales video script

1 item
  • ○VSL script (main sales video)

Funnel Scripts

Thank-you page + FAQ video scripts

2 items
  • ○Thank-you page video script
  • ○FAQ video scripts

Landing Pages & Funnels

Full funnel build

5 items
  • ○Short-form landing page
  • ○Long-form landing page (VSL page)
  • ○Thank-you page
  • ○Booking page
  • ○Typeform questionnaire flow

Email & SMS Sequences

3 automated flows

3 items
  • ○Pre-Call Flow — for people who booked a call
  • ○Nurture Flow — for leads who submitted but did not book
  • ○No-Show Sequence — for people who missed their call
04
Deliverables overview

Track every asset we're building and delivering.

Deliverable detail

Finance Tracker + Sales Tracker

Custom finance & sales tracking spreadsheets + Loom walkthrough

Why it matters

Without a single source of truth for cash in / cash out and pipeline stage, every optimisation decision is guesswork. We install the tracker on day one so every later metric (CPBC, CPQBC, close rate) is grounded in real numbers.

What you get

Two linked sheets — finance (revenue, ad spend, margin) and sales (pipeline, stage, owner, close date) — plus a 10-min Loom walkthrough.

Owner · PaidFunnelsTiming · Day 1–2
05
Access needed

Access we need from you.

⌁ Key
Meta Business Manager

Partner access (admin) — required to share ad account, page, pixel

⌁ Key
Meta Ad Account

Advertiser + finance editor (billing on client card)

⌁ Key
Facebook Page

Page admin — for ad placements + lead forms

⌁ Key
Instagram Account

Connect to Page via Meta Business (or login)

⌁ Key
Meta Pixel / CAPI

Pixel admin + access token for Conversions API

⌁ Key
GHL / CRM

Sub-account access for sequence + pipeline install

⌁ Key
Zapier

Login via Gmail (admin)

⌁ Key
Typeform

Login via Gmail (admin)

⌁ Key
Calendly

Username + password (remove 2FA for install)

⌁ Key
Wistia

Login via Gmail — VSL + ad video hosting

⌁ Key
Domain URL

Client domain (the one we'll publish funnel pages on)

⌁ Key
Domain Provider

Registrar login (GoDaddy, Namecheap, etc.) for DNS records

⌁ Key
Email Sender Domain

DNS access to set SPF / DKIM / DMARC for deliverability

⌁ Key
Stripe / Payments

Read access — to track conversions + revenue

⌁ Key
Slack

Workspace invite — daily async during install window

⌁ Key
Google Drive

Folder access for filmed assets + raw footage

⌁ Key
Brand Guidelines

Logo, colour palette, fonts (or sample assets if none)

06
Your side of the build

Client action items.

A handful of things we need from you to keep the schedule. Everything else is on us.

01

Film all video ads (video ads, PVA ads, value asset reels, FAQ videos, thank-you video, VSL video, partnership video)

02

Edit all filmed ads (or hire an editor) — estimated 7–14 days

03

Upload email & SMS sequences into GHL and create opportunities

04

Provide GHL, Zapier, Typeform & Calendly access (username + password, remove 2FA)

07
Ecosystem

Full strategy overview.

Paid video ads bring in the most qualified, highest-intent traffic. A questionnaire splits the audience: qualified prospects book the core call, everyone else is routed to a Downsell layer so no spend is wasted. If you create organic content, we layer a Profile funnel + DM funnel on top.

01Traffic sources
Video Ads
PAID · TOF
Retargeting
PAID · BOF
Profile Funnel
ORGANIC · OPTIONAL
DM Funnel
ORGANIC · OPTIONAL
02Landing + qualifier
▽  VSL · LANDING PAGE
Typeform
APPLICATION + QUALIFIER
QUALIFICATION SPLIT
03Routing
✓  QUALIFIED

Core offer

  1. 01
    Book a call
    Calendly · qualified booking
  2. 02
    Thank-you page
    FAQs · TY video · show-up tips
  3. 03
    Setter SOP
    Pre-call rules · show-up discipline
  4. 04
    Qualified show-up
    Booked + present on the call
  5. 05
    Deal closed
    Core offer · DFY engagement
↘  DOESN'T FIT

Downsell layer

  1. 01
    Downsell A
    Lower-priced · productised
  2. 02
    Downsell B
    Lower-priced · low-time delivery
  3. 03
    Separate booking
    Different page · protects core pixel
  4. 04
    Async / self-serve
    Never steals your time
  5. 05
    Cash collected
    Monetises traffic that would bounce
04Lifecycle layer · runs across both branches
EMAIL · SMS
Pre-call
Reduce anxiety · drive show-up rate
EMAIL · SMS
Nurture
Educate leads who haven't booked yet
EMAIL · SMS
No-show
Urgency + social proof · rebook
08
Strategy pillars

Three pillars. One engine.

Pillar 01

Paid Video Funnel — core

Paid traffic · qualified bookings
01
Video Ad
02
Landing Page
03
Typeform
04
Schedule
05
Sales Call
  • → video ads across stages of awareness
  • → Optimised for qualified bookings
  • → Retargeting for engaged viewers (BOF)
Pillar 02 · optional

Profile + DM Funnel

Layered when you create organic content
Profile Funnel
Bio, pinned content & links engineered to convert organic visitors
DM Funnel
Inbound conversations routed and qualified to a booked call
Content Hooks
We script hooks that drive saves, shares & profile visits
Pillar 03

Downsell Offers

Monetise unqualified traffic · protect ROAS
Two lower-priced offers
Routed to anyone who doesn't fit minimum qualifications for the core offer
Low-time delivery
Productised, self-serve, or async — never steals your time
Compounding economics
Lowers effective CAC on the core offer and collects cash from would-be wasted clicks
09
Lifecycle

Email & SMS flow architecture.

✉ Lead Enters CRM
7-Day Nurture Flow
Leads who submitted but didn't book
Day 1: Email
Email
Day 2: Email
Email
Day 3: Email + SMS
E+S
Day 4: Email
Email
Day 5: Email + SMS
E+S
Day 6: Email
Email
Day 7: Email + SMS
E+S
Pre-Call Flow
Booked leads before their call
Immediate: Email + SMS
E+S
24h before: Email + SMS
E+S
1h before: SMS
SMS
Post-call: Email
Email
No-Show Flow
Missed their scheduled call
Immediate: Email + SMS
E+S
1h: Email
Email
24h: Email + SMS
E+S
48h: Email
Email
72h: Email + SMS
E+S
10
What we say, where

Messaging strategy.

▣ Video Ads

Stage-specific messaging across Unaware → Most Aware. Each script targets a different level of problem awareness with tailored hooks, stories, and CTAs.

▣ Retargeting

BOF retargeting for engaged viewers who didn't convert. Social proof, urgency, and case studies to close the gap.

▣ Profile + DM (if organic)

Hooks engineered for saves and profile visits; DM scripts that qualify and route inbound conversations to a booked call.

▣ Downsell offers

Clear, low-friction pitches for prospects who don't fit the core offer — productised products that monetise without stealing your time.

▣ Email & SMS

Trust-building sequences. Pre-call: reduce anxiety. Nurture: educate and demonstrate value. No-show: urgency + social proof to rebook.

▣ Offer angle

Lead with the strongest LTV-multiplier story for your offer. We tailor the explicit ROI argument to your category.

11
Financial projections

Revenue & ad spend forecast.

Plug in your AOV, planned daily ad spend, and scenario below. The visual charts, monthly scaling plan, and 4-month flow all re-run live. Numbers are illustrative only — final spend is set with you on the Roadmap call.

⚙ Projection settings
$
$/day
$5,000
AOV
$500/d
Budget
$15,000
Monthly
⚠ Super Conservative: Super conservative estimates with 18% close rate climbing to 24% over 4 months. Even worst case shows strong potential.
12
Charts

Visual forecast.

Ad spend vs revenue (4 months)
$0$43k$85k$128k$170kM1M2M3M4Ad SpendRevenue
ROAS by month
0.0x0.7x1.3x2.0x2.7xM1M2M3M4
Deals closed per month
09172634M1M2M3M4
13
Month-by-month cards

Monthly scaling plan.

Monthly Scaling Plan

Super Conservative

AOV: $5,000 · Base spend $500/day · 50% of net profit reinvested into ad spend each month.

🚀
Month 1
Foundation
$15,000
$500/dayTOF $450/day · BOF $50/day
PAID CALL FUNNEL
Spend ($500/day)
$15,000
CPBC
$200
Booked
75
Qualified (73%)
55
CPQBC
$273
Showed (35%)
19
Closed (18%)
3
REVENUE
Deals Closed × $5,000 AOV
$15,000
ROAS
1.0x
75
Booked Calls
3
Closed Deals
$15,000
Ad Spend
$15,000
Revenue
1.0x
ROAS
+$0
Cash Net
Cash Net: +$0Reinvest 50%: +$0 → M2
⚙
Month 2
Optimisation + Rescripts
$20,010
$667/dayTOF $600/day · BOF $67/day
PAID CALL FUNNEL
Spend ($667/day)
$20,010
CPBC
$190
Booked
105
Qualified (73%)
77
CPQBC
$260
Showed (42%)
32
Closed (20%)
6
REVENUE
Deals Closed × $5,000 AOV
$30,000
ROAS
1.5x
105
Booked Calls
6
Closed Deals
$20,010
Ad Spend
$30,000
Revenue
1.5x
ROAS
+$9,990
Cash Net
Cash Net: +$9,990Reinvest 50%: +$4,995 → M3
📈
Month 3
Scale Winners
$32,520
$1084/dayTOF $976/day · BOF $108/day
PAID CALL FUNNEL
Spend ($1,084/day)
$32,520
CPBC
$182
Booked
178
Qualified (73%)
130
CPQBC
$250
Showed (48%)
62
Closed (22%)
14
REVENUE
Deals Closed × $5,000 AOV
$70,000
ROAS
2.2x
178
Booked Calls
14
Closed Deals
$32,520
Ad Spend
$70,000
Revenue
2.2x
ROAS
+$37,480
Cash Net
Cash Net: +$37,480Reinvest 50%: +$18,740 → M4
🔥
Month 4
Compound Growth
$63,750
$2125/dayTOF $1913/day · BOF $212/day
PAID CALL FUNNEL
Spend ($2,125/day)
$63,750
CPBC
$172
Booked
370
Qualified (73%)
270
CPQBC
$236
Showed (52%)
140
Closed (24%)
34
REVENUE
Deals Closed × $5,000 AOV
$170,000
ROAS
2.7x
370
Booked Calls
34
Closed Deals
$63,750
Ad Spend
$170,000
Revenue
2.7x
ROAS
+$106,250
Cash Net
Cash Net: +$106,250
14
The compounding event

Day 45 — Rescript batch.

↻

Day 45 — Rescript Batch

$500/day

At Day 45, we analyse all performance data and produce a fresh batch of ad scripts. This improves lead quality and lowers CPBC as we double down on winning hooks and angles.

Lower CPBCBetter Lead QualityHigher ROAS
$

Daily Ad Spend

$500/day
Paid Call Funnel (TOF)
$450/day90%
Retargeting Ads (BOF)
$50/day10%
30-day total: $15,000 · Retargeting from Day 0
—
Where to next

That's the full plan.

If you've read this far, you've seen everything we ship over the first 28 days and how the system compounds after that.

Back to
Direct partnership proposal →
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