Your ad isn't broken because it sells too much. It's broken because it talks to everybody at once.
01 List everybody who buys your service
02 Cut it to ten, in their words
03 One ad per person
04 Carry it all the way through
05 Launch it and read it right
+ The ten-person worksheet
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Nobody's running an ad with twenty services in it
That's not the mistake. Nobody's that dumb. The real one is quieter and almost everybody makes it — you run one ad for permanent lighting, and it's written to every single person in town who might want permanent lighting.
Except those people aren't one person. One of them is 68 and doesn't want to be up on a ladder anymore. One of them is a wife who doesn't want her husband up there now that there's a newborn in the house. One of them just spent $90k on a remodel and wants the place to show at night. Same service. Completely different reason for buying it.
Signal splitting is one ad per person, not one ad per service. You go find the ten people who actually buy the thing you sell, and you write an ad that talks to each one like you already know their situation.
Same service — ten ads, each one talking to a different person
What ten looks like for one permanent lighting company
68 and done climbing a ladder every December
Wife who won't let him up there now the baby's here
Just finished a $90k remodel, wants it to show at night
Pays a guy every year and is sick of the bill
Two-story with a roofline nobody wants to touch
Half the strand from the garage doesn't light up anymore
Hosts every holiday and wants their house to be the one
New build with nothing on the exterior at all
Whole street decorates and they're the dark house
Wants it on year round, not just Christmas
Ten ads for one service. Not one ad for ten services.
What's in it
Step 1
List everybody who buys your service — and why they actually bought
Not demographics. Situations. Pull them from your last 30 sold jobs, your text inbox, and what your installers hear standing in the driveway.
Step 2
Cut it to ten, in their words
Three rules for what makes the list. Why "I'm too old to be up on that ladder" beats "homeowners 65+" every single time.
Step 3
One ad. One person. Nothing else in it.
The five parts of a split ad, in order — what each one is doing, and what to leave out even though you'll want to add it.
Step 4
Carry that person all the way through
Ad → landing page → first form question → first text back. Every place they stop feeling recognized is a place they drop off.
Step 5
Launch it and read it right
How many to start with, how to budget it, and why you're reading cost per booked job instead of cost per lead.
Worksheet
Your ten people
A fill-in grid: who they are, what's actually going on, the first line of the ad, and the one ask. Print it or type into the doc.
Who it's for
You run your own ads
You're in the ad account yourself and one generic campaign is producing tire-kickers. This gives you the build order.
You pay somebody to run them
Hand your marketer the worksheet and ask for reporting broken out by person. If they can't produce it, they're not running it split.
Who's giving you this
I'm Carson. I run Rev Growth.
We install full lead generation systems into home service businesses. That's all we do.
I'm also scaling a water filtration company right now — Pure Water Co. Same playbook, except that ad spend is my own money. So this isn't something I read about somewhere. I'm running it this week on my own business, and I feel it when it doesn't work.
Signal splitting came out of that. There's nothing clever about it. You just stop making people guess whether your ad is about them.
— Carson
Rev Growth · Field Guide
Signal Splitting
Seven pages. Five steps. One worksheet.
Still here? Go get it.
One email field, no call, no pitch. The guide shows up and you can go build your ten tonight.
