Client Portal · Search & Social Advertising
Search & Social Advertising Plan
Paid advertising puts Melton Norcross at the top of Google the moment a business searches for help with a past-due account, and keeps you in front of people who have already visited your website. This plan covers Google Search Ads, Facebook and Instagram, retargeting, and the ad creative and landing pages behind them.
At a glance
- Google Search Ads come first, because they reach businesses actively looking for a collection agency.
- Facebook and Instagram are used selectively, mainly to re-engage website visitors and promote resources.
- Retargeting follows up with visitors who didn’t place an account the first time.
- Dedicated landing pages for each campaign, built to turn clicks into placed accounts.
- Ads launch after the new website, once tracking is live, so every dollar is measured.
1. Where Things Stand
| Work | Status |
|---|---|
| Campaign structure and target searches | Complete |
| Ad messaging direction | Drafted below |
| Landing page templates, including the Dallas landing page | Built into the new site |
| Conversion tracking | Mostly set up and organized; goes live with the website |
| Ads live | Next: after the website and tracking are live, so every dollar is measured |
2. Google Search Ads
| Campaign | Example searches | Where ads appear |
|---|---|---|
| Commercial collections | commercial collection agency, B2B debt collection, business debt collection | Texas and Louisiana first; nationwide as results allow |
| Oil and gas | oil and gas collection agency, oilfield receivables, mineral lien collection | Oil and gas regions |
| Local | collection agency Dallas, Houston, Lafayette | Each metro area |
Filtering out the wrong clicks is just as important. Many people searching for “collection agency” are consumers with personal debt. We block searches like debt relief, credit repair and “collection agency calling me” so your budget only reaches businesses.
3. Facebook and Instagram Ads
- Retargeting website visitors with reminders and resources
- Promoting the Collections Readiness Checklist and other guides to business owners in your markets
- Supporting press releases and major announcements
Business owners are on Facebook too, but they aren’t searching for a collection agency there. That’s why we use it to stay visible rather than as the main source of new leads.
4. Retargeting
- Visitors who viewed Fees or Place an Account but didn’t submit see a reminder ad for 30 days.
- Visitors who read blog posts or guides see an ad for the Collections Readiness Checklist.
- Past clients and newsletter subscribers can be excluded so ads only reach new prospects.
5. Ad Creative and Landing Pages
- Ad copy written for each campaign, with several versions tested against each other
- Branded image ads in the new navy and gold style, sized for each platform
- A dedicated landing page for each campaign: one message, one short form, click-to-call
- Call tracking so phone calls from ads are counted alongside forms
6. How We’ll Measure It
| Measure | What it shows |
|---|---|
| Cost per lead | What each form or call from ads costs |
| Conversion rate | How well each landing page turns visits into leads |
| Search terms | Which searches bring leads, and which to block |
| Accounts placed from ads | The return on your ad budget |
7. What Happens After Approval
| When | What we do |
|---|---|
| Before launch | Set up conversion and call tracking; build the first landing pages; write ads for your approval. |
| Month 1 after site launch | Launch Google Search Ads at a modest test budget; review search terms daily for the first two weeks. |
| Month 2 | Shift budget to the best campaigns; launch retargeting. |
| Month 3 | Add Facebook and Instagram resource promotion; full performance review. |
The recommended monthly ad budget is outlined in the Ongoing Services section. Ad spend is paid directly to Google and Meta.
8. What We Need From You
- Ad budget. Your comfortable monthly starting budget.
- Markets. Confirm Texas and Louisiana first, and any other states to include.
- Account sizes. Is there a minimum balance you prefer to take on? This helps us target the right businesses.
Ready to approve?
Choose Approve, Pause or Cancel below, and leave your answers, questions or changes in the comments. We’ll begin the steps above as soon as this section is approved.