Sales & Marketing · Standard Operating Procedure
Facebook Ads Follow-Up
The daily process the Virtual Assistant runs to convert paid Facebook leads into booked complimentary evaluations — fast, consistent, fully logged.
| Document ID | FRI-SOP-007 |
|---|---|
| Version & Revised | v1.0 · 2026-04-29 |
| Owner | Sales Manager |
| Audience | Virtual Assistant (Rhowel) · Sales Manager (oversight) |
| Review Cycle | Quarterly |
1. Purpose & Goals
Primary goal: set a complimentary evaluation.
Secondary goal: log and track every action.
- Role: Virtual Assistant (VA) — Rhowel
- Services covered: Roofing and Insulation only
- Lead source covered: Facebook Ads only
2. Scope
This procedure covers Facebook Ads leads aged 1–45 days where no appointment is set and no successful contact has been made. Other lead sources (organic, retail, storm) follow their own SOPs.
3. Procedure
Step 1 — Pull Eligible Leads (Daily)
Virtual AssistantEvery weekday morning:
- Open the Customer Relationship Management (CRM) system.
- Filter leads by:
- Lead Source: Facebook Ads
- Service: Roofing OR Insulation
- Lead Age: 1–45 days old
- Identify leads where no appointment is set AND the phone call was not made, or was made unsuccessfully (no answer or no contact).
Step 2 — Prepare the Daily Call List
For each lead, confirm:
- First & last name
- Phone number
- City
- Service requested (roofing or insulation)
Step 3 — Call Attempt Rules
- Maximum of 3 call attempts per lead.
- Spread the attempts across 3 separate days.
- Only one call per lead per day.
- Call window: 9:00 AM — 6:00 PM local time.
Step 4 — Call Script
If they answer or voicemail picks up
Script
“Hey {{First Name}}, this is Rhowel calling from Flatland Roofing & Insulation. You reached out on Facebook about {{roofing/insulation}}, and I just wanted to see if you still needed help. You can call or text me back at this number. Thank you.”
Step 5 — Live Answer → Set Complimentary Evaluation
Goal: book the complimentary evaluation immediately.
- Confirm interest: “Are you still looking for help with your {{roof/insulation}}?”
- If YES: “Great. Let's get you scheduled for a complimentary evaluation.”
- Offer two options: “We have availability tomorrow afternoon or Thursday morning — which works better?”
- Book the appointment in the CRM.
- Add the complimentary evaluation in ProLine.
Step 6 — Mandatory Logging After Every Call
Immediately after every call, log activity in ProLine:
- Call attempt #
- Call result:
- Answered — complimentary evaluation set
- No answer — voicemail left
- No answer — no voicemail
- Not interested
- Short note (required).
Example note
“FB Ad lead. Attempt 2/3. No answer, voicemail left. Roofing.”
4. When Follow-Up Is Complete
Stop calling the lead when one of these is true:
- Complimentary evaluation is set.
- Lead says not interested.
- 3 call attempts have been completed with no response.
Required closing note
“FB Ads lead. 3 call attempts completed by Rhowel. No contact. VA follow-up complete.”
No status change required — notes only.
5. Daily Tracking & Reporting
At the end of each day, Rhowel reports:
- Total leads called
- Complimentary evaluations set
- Leads completed (3 attempts)
Example report
“FB Ads Follow-Up: 22 leads called | 4 complimentary evaluations set | 7 leads completed (3 attempts).”
6. One-Line Summary
For Rhowel
Every weekday, call Facebook Ads roofing and insulation leads from the last 1–45 days with no appointment, attempt up to 3 calls over 3 days, set a complimentary evaluation, and log everything in the CRM.
8. Revision History
| Version | Date | Summary | Approved By |
|---|---|---|---|
| 1.0 | 2026-04-29 | Format reset; active voice; VA/CRM acronyms spelled out; scripts and example notes promoted to callouts. | Sales Manager |