Holgate Renewables
and Build & Co, everything you need

Start here

The short version, so you know what you are walking into before you open either account.

What is not done for either client

• Edited video ads. Both shoots are in the can. Twelve ad angles are written per client with the copy already fixed. No edited cuts have been delivered or uploaded, so both accounts currently have zero real creative.
• Instagram. Neither Facebook page has an Instagram business account visible to Hunt Visuals. Instagram placements will still deliver, but they will run Facebook branded rather than showing the client's Instagram handle.
• An end to end test lead. Nothing has been proven from ad click through to an opportunity landing in the client's pipeline. Nothing in this stack throws an error when it breaks, so an untested route is an unknown route.

The house recipe

Every Hunt Visuals lead campaign is built the same way. It has run on Kodama, Mindset, COMPND, ACG, Barefoot and Integrate. Deviate deliberately, not by accident.

Everything starts paused. Nothing spends until Lloyd has seen the build.

The business

Solar panel installation, battery storage and electrical work. Family run, started by Dan's granddad over forty years ago, his father still works on jobs and his brother works on solar installs. Based in Shoreham, covering East and West Sussex. Accredited to all leading solar manufacturers. Twenty two five star Google reviews and no negative ones.

Capacity is two to three installs a week. They are currently doing one to two a month, so there is a lot of room before ads become a problem rather than a solution.

Money

• Installs run £6,000 to £14,000. Minimum package around £5,000.
• Best margin job is a Fox inverter, six to eight panels and 5kW of battery. Roughly £5,000 to £6,000, about £2,000 profit, done in two days.
• Typical customer saving is £100 to £150 a month, payback in three to seven years.
• Install takes one to two days, five at the outside. Always inside a working week.
• Finance is available through Phoenix Financials.

Who we are targeting

Reasonably wealthy Sussex homeowners who are smart with money. Motivated by energy independence, the cost of living and export tariff income. Most have been put off by pushy sales from the big national solar firms.

Priority area from the call: Worthing, Littlehampton, Brighton, Peacehaven, Saltdean and Newhaven. The build uses a Brighton pin with a 40km radius, which reaches every one of those plus Haywards Heath, Burgess Hill, Hassocks, Lewes, Shoreham, Lancing and Southwick.

The angles that work

• Speed. Full system in under a week.
• The real number. Not a brochure figure, a payback worked out from the customer's own bills.
• Family run, forty years. Dan, his brother and his dad are all on the tools. No call centre, no commission salesman.
• Winter myth. Panels run on UV, not heat, and still produce about sixty percent of summer output.
• Big firm aftercare. Poor workmanship and no follow up is the common complaint about national installers. Dan revisits within a week of every install.

Ad split is roughly ninety percent solar, ten percent battery storage. Main competitor to watch is AllSolarWorks, also trading as AllSparksWorks, who run around twelve Meta ads.

Assets and IDs

The campaign to build

Nothing has been built in this account by Hunt Visuals. The full spec is ready and scripted at ~/meta-ads/setup_holgate_campaign.py, which creates the campaign, ad set, lead form and a placeholder ad, all paused.

Lead form questions, agreed with Dan on the call

1. Full name, email, phone (auto)
2. Why do you want solar? Reduce my energy bills / Energy independence / Increase my property value / Be more environmentally friendly
3. When do you want it? As soon as possible / Within 1 month / 1 to 3 months / 3 to 6 months
4. Do you own the property? Yes / No, I'd need to speak to the landlord
5. Which town or area is the property in?
6. What type of property is it? House, bungalow, commercial
7. What type of roof covering does it have?

Dan's original decision on the call was no landing page at first, to keep friction low and maximise volume, with a page added later when the volume needed more qualification. The quiz funnel was built afterwards and supersedes that, but if you choose the instant form route, these are the questions.

Creative

Twelve angles are written and locked in ~/meta-ads/holgate_videos.json, matched to the twelve scripts from the 4 August Hassocks and Shoreham shoot. Nothing is edited or uploaded yet. Named angles include The Blackout, £180 Down to £20, Flat Roof, Getting Paid and Three Myths.

The business

BUILD AND CO GROUP LTD, company number 17014687, registered at 94 Offington Lane, Worthing BN14 9RP. Previously traded as RJG. A carpentry led firm with around nine full time carpenters plus a hand picked, consistent set of subcontracted trades who turn up on every job. Twenty five to thirty people on site in total.

Rob personally runs project management, material sourcing, design input, trade coordination and client communication from start to finish. Every project gets its own WhatsApp group for updates, photos and video.

Money and terms

• Priority work is large home extensions, the bigger the better, then loft conversions.
• Mid to high end pricing. Not the cheapest, and the justification is that Rob runs it personally.
• Quotes are fixed price and fully itemised, foundations, steels, roof structure and so on, so a client can strip a line out if they need to.
• £1,200 deposit to book a slot in the diary. Weekly invoices, usually Thursdays. Final payment held until the client is happy.
• Six year structural guarantee, ten years on windows.
• Can currently start a new project within one to two months. Summer is the busiest period.

Who we are targeting

Homeowners who know what they want, can make a decision and will not change their mind halfway through. The best of them already have drawings or plans and just need a builder. Rob's words: if they have got plans and no builder, they need look no further.

Core area is Worthing, Shoreham, Southwick and Hove. Full radius runs Saltdean to Burgess Hill to Angmering.

The angles that work

• Go and stand in the proof. Before a client spends anything, Rob takes them to a finished job so they can walk round it, meet the team and speak to the family he built it for, with or without him there. No competitor offers this.
• Got plans, no builder. The highest intent lead there is.
• Architect's design came back over budget. Rob re-scopes the design and gets it back to a workable number without losing the vision.
• Fixed itemised quote. Directly answers the hidden costs fear.
• Same team every job. Not a revolving door of strangers in your house for six months.
• Been let down before. Rob has been called in to fix other firms' work.

Competitors: Cloud9 dominate Worthing, Roots Construction hold Shoreham and Portslade, and the merged Force One Homes / Sussex County Construction is the biggest threat, having taken roughly a million pounds of work Rob was close to closing. They take on too many jobs at once and the quality suffers, which is the gap to attack.

The goal is dual: brand awareness for the new Build & Co name, which is a rebrand from RJG, plus quality leads for large extensions.

Assets and IDs

Pipeline stages, in order: New Lead, Contacted, Drawings Received, In Person Booked, Itemised Quote Sent, Follow Up 1, Follow Up 2, Closed.

The campaign as it stands

Lead form questions, as built

1. Full name, email, phone (auto)
2. What are you planning? Home extension / Loft conversion / Full home renovation / Extension & renovation
3. Do you have drawings or plans yet? Yes, plans ready / In progress, with an architect / Not yet, need help with design
4. How soon are you looking to start? As soon as possible / Within 3 months / 3 to 6 months
5. Property postcode

Creative

Twelve angles written and locked in ~/meta-ads/buildco_videos.json. Nothing edited or uploaded. Named angles include Meet Rob, Rob's Home Transformation, Seadown School, Got Plans But No Builder, Been Let Down Before, Architect's Design Over Budget, Fixed Itemised Quote and Same Team Every Job.

Two real case studies were filmed and can carry the ads on their own: Rob's own multi phase home transformation for a client called Jade, and Seadown School, a double storey wraparound extension on a special educational needs school with acoustic rated rooms and fireproofing, delivered on schedule.

The lead system

Identical for both clients and for every trades client after them. The names must match across accounts, because a workflow merge tag resolves by name, not by ID.

GoHighLevel, per sub-account

Everything rides in on the HV Template — Trades snapshot, pSBSbc9fFrbqdXeJcvZr. Four things are genuinely manual.

1. The six custom valuesRep First Name, Rep Full Name, Business Name, Business Phone, Funnel URL, Review Link. This is the only per client typing.
2. The five custom fieldsObject Contact, type Single Line Text, named exactly: Tenure, Project Type, Current Stage, Timing, Project Postcode. Optionally a sixth, Consent Given, for the GDPR trail.
3. Add the client as a userSettings, My Staff. Without this you cannot assign opportunities or notify them.
4. A phone numberOnly if they want SMS. The purchase fails with an unhelpful "unknown error" if there is no card or funded wallet on the sub-account.

Perspective to GoHighLevel

The route is Perspective's native GoHighLevel app, not a generic webhook. One connection per funnel, authorised against a single sub-account. The authorisation is what routes the leads, so the biggest risk across several builds is connecting a funnel to the wrong sub-account. A misrouted lead lands silently in another client's CRM. Test each funnel on its own.

Delete the pre filled "Your first name / firstName" row. The funnel has no such field, so that row maps nothing. Under Tags, add quote-funnel, spelled identically in every account, no client name and no ampersand. Perspective creates the tag in GHL automatically.

The workflow that turns a contact into a lead

The integration creates a contact, not an opportunity. Without this workflow the leads sit in Contacts and never reach the client's pipeline, which is the single most likely way the whole build quietly fails.

1. Trigger: Contact Tag includes quote-funnel
2. Action: Create or Update Opportunity, pipeline Sales, stage New Lead
3. Opportunity Name: contact full name plus project type. It is blank by default
4. Owner: the client. It is null by default
5. Source: change it off Facebook. These are funnel leads, not lead form leads
6. Action: internal notification by email, unless a number was bought
7. SMS follow ups use Custom Values, never typed names
8. Publish the workflow. Editing knocks it back to draft and a draft accepts nothing and reports no error

Test end to end, every time

Submit a real lead through the live funnel with a real email, real mobile and real postcode. An invalid email kills the entire push and Perspective does not tell you. info@test fails, and so does a fake phone number.

• Contact created, and the name shows as a name rather than an email address
• All five custom fields populated
• Tag applied
• Opportunity in New Lead, named and assigned
• Notification actually arrived
• Test contact and opportunity deleted afterwards

Then, and only then, the ads

• Pixel firing on the live funnel URL, confirmed in Events Manager
• Conversion event registering on submission
• Campaign points at the live funnel URL, not the preview and not the mockup
• UTMs on the ad so Source populates in GoHighLevel
• Client knows what a lead looks like and how fast to respond

Traps worth knowing before you touch anything

Every one of these has already cost us time on a real account.

Open blockers

Things that need a person, not a build step. Most of these are Lloyd's or the client's call.

Both clients

• Edited video ads. Twenty four cuts in total, twelve per client, all written and shot. Nothing delivered. Both accounts are creative-less until these land.
• Instagram assets. Neither page exposes a linked Instagram business account. Ask each client to share the Instagram asset in Business Settings so ads run under their handle.
• Which destination. Instant form or landing page funnel, per client. This decides the optimisation goal and the pixel work.
• No custom domain in Perspective. Both funnels publish to a perspective.co subdomain unless a domain is set up.

Holgate

• Manufacturer warranty length. Dan says five years, his own Pylon quote says two. Blocks any warranty claim in copy.
• Finance APR. Phoenix Financials rate never confirmed. Blocks any finance claim.
• Privacy policy. The funnel points at holgaterenewables.co.uk. Confirm a real privacy page exists on it, the campaign scripts note the domain did not resolve on 3 August.
• Google review count. We have 22 five star from the July call. Confirm before it goes on a page.
• Legacy WBT assets. Two campaigns and a lead form from the previous agency, still sitting in the account.
• Duplicate pipeline. "Sales (Solar)" versus the leftover "Sales". UI job.

Build & Co

• Rob has not signed off the privacy policy. Specifically the 24 month retention period, which is our sensible default rather than something he told us, and whether he wants a contact email on it for data requests. The registered postal address is legally sufficient on its own.
• The privacy policy is hosted on the throwaway Cloudflare preview. Deleting that preview breaks the link the consent checkbox points at. It needs rehosting on the funnel's own domain.
• No finished loft conversion photo. Loft is one of the four options people pick from and it is the only card without verified finished work behind it.
• Checkatrade slug still says rjgconstructiongroupltd. It is his strongest asset by a distance, 9.85 from 155 reviews. Worth asking Checkatrade to update it.
• Pixel has never fired. Created 24 August, no events.

---

If you only do five things

1. Clean out the old agency's work in the Holgate ad accountArchive the two WBT campaigns and the WBT lead form so nothing can be started by accident.
2. Fix the Holgate pipeline name clashTen seconds in the UI, and it is the difference between Dan getting his leads and never seeing them.
3. Decide instant form or funnel, per client, and make the ad set matchBuild & Co is currently built one way and pointed the other.
4. Run a real test lead through Build & Co end to endIt is the only published funnel, so it is the one that can be proven today. Everything downstream inherits whatever you learn.
5. Publish the Holgate funnel, then wire itThe mapping does not exist until it has been published once.