UPSCAL AI — Paid ads for US service businesses that actually want to grow
Upscal.ai
Issue 01 · Vol. 2026 A working note from Upscal.ai

Most US service businesses
aren't bad at their craft.
They're bad at buying attention.

We're a small team of senior media buyers, copywriters and direct-response designers running paid ads for US roofers, HVAC, med-spas, solar and remodelers. We write the ads, build the pages, run the math, and stop the bleeding.

Book a 30-min call See real campaigns →

No pitch deck. We open your ad account on the call and tell you what's broken in plain English.

Booking 3
partners
this month
Last 30 days · across 11 client accounts
$847k
Tracked pipeline
2,184
Qualified leads
$42avg
Cost per lead
4.6×
Blended ROAS
↳ updated weekly · rounded —
Roofing✦ Solar✦ Med-spa✦ HVAC✦ Remodeling✦ Dental✦ Law firms✦ Plumbing✦ Landscaping✦ Cleaning✦ Roofing✦ Solar✦ Med-spa✦ HVAC✦ Remodeling✦ Dental✦ Law firms✦ Plumbing✦ Landscaping✦ Cleaning✦
§ 01 — A note from the desk

We started Upscal because we got tired of watching $20k/mo get lit on fire by agencies who don't open the ad account.

If you've run paid ads for more than six months, you already know the loop. You sign with an agency. There's a kickoff call with three people you'll never speak to again. They run the same three creatives for eight months. The reports get prettier as the leads get worse. By month four you're paying $180 for a "lead" who ghosted three days ago.

We built Upscal as the opposite of that. Senior media buyers. New creative every single week. A landing page actually built for the offer. Tracking that ties every booked job back to the exact ad. And a real number you can pull up at 2pm on a Tuesday and trust.

That's the whole pitch. There isn't a Trojan-horse acquisition machine. We just do the work.

U
The Upscal team
Founders · Based US, working with US-only clients
§ 02 — The receipts

Real accounts.
Real numbers.
Names changed when asked.

Three campaigns we ran in the last 6 months, with the actual ad spend, lead cost and pipeline. No 2019 case studies. No vanity metrics.

A
Apex Roofing Co.
DALLAS, TX · 90 DAYS

Cut lead cost by 64% on the same Meta budget.

We rebuilt their Meta campaigns from zero, killed the homepage they were sending traffic to, and shot a new round of UGC creative with one of their installers.

15.5×
ROAS
$41
CPL
$187k
Pipeline
L
Lumière Med-Spa
SCOTTSDALE, AZ · 60 DAYS

3.2× more consults booked at the same spend.

CTR on their old creatives was 0.8%. We replaced them with a 4-ad rotation of treatment before/afters and reframed the offer around a $0 consult, not a discount.

421
New patients
4.2%
CTR
$28
CPL
S
Sunridge Solar
TAMPA, FL · 45 DAYS

Scaled spend 8.4× and pipeline still grew faster.

Started at $5k/mo on Meta. Layered in Google Search and YouTube once the funnel was profitable. We didn't push them onto channels until the math made sense.

5.7×
ROAS
$72
CPL
$1.2M
Pipeline
§ 02.1 — What you actually see

One screen. Spend in, leads out, money tracked.

Every Upscal client gets a live dashboard linking Meta, Google and your CRM. CPL, ROAS, booked-call rate and tracked revenue — all in one place. No monthly PDF nobody reads.

Get a tour on the call →
upscal.ai/dash · live
Last 30 days
Apex Roofing — Live
SYNCING
Spend
$28,420
ROAS
5.7×
CPL
$31
Leads / week
+212%
W1W2W3W4W5W6W7
§ 03 — How we work

Three things, done well.
Not 47 things, done badly.

i.

We write the ads.

Hooks, scripts, headlines. 5–10 fresh creatives a month — static, video, UGC. Not "send us your assets." We shoot, edit, write and ship.

ii.

We build the page.

A purpose-built landing page for the offer. Your homepage was not designed for cold paid traffic. Ours converts at 2–4× the industry average because it's built around one decision.

iii.

We run the math.

Senior US buyers in your account daily. Pixel + GA4 + offline conversion tracking wired all the way back to booked jobs. You see one number that actually matters: cost per booked job.

Day 1–3
Audit

We open your accounts, your CRM, your numbers. Then tell you the truth.

Day 4–10
Build

Creative shot. Page built. Campaigns structured. Tracking installed end-to-end.

Day 11–14
Launch

Campaigns go live across Meta & Google. First leads start coming through.

Day 15+
Scale

Test, kill losers, double winners. Weekly review. Real growth, not vibes.

§ 04 — Stuff we won't do

Most agencies say yes to everything.
We say no a lot.

✗

No 12-month lock-ins.

After the build, we work month-to-month. The work has to keep earning your business. That's the deal.

✗

No TikTok ads for plumbers.

If a channel doesn't fit your business, we won't push it just to look busy. Most US service businesses need Meta + Google. That's it.

✗

No 40-page strategy decks.

A deck is not a strategy. We send a one-page plan, then we build. You'll feel the difference in week two.

✗

No "send us your assets."

If you had great creative sitting in a Dropbox you wouldn't be here. We make the assets. That's literally the job.

✗

No clients under $30k/mo.

Not because we're snobs — because the math doesn't work. Below that, our fee eats your margin and nobody wins.

✗

No taking your accounts hostage.

You own every pixel, ad account, page and asset we build. If we ever part ways, you walk out with all of it. No drama.

§ 05 — In their own words

Operators we've worked with — most found us through someone else they trusted.

“

We tripled monthly revenue in 90 days without spending a dollar more on ads. They cleaned up the targeting, killed the bad creative, and the lead quality is night and day.

Marcus Thompson
Owner, Apex Roofing
Dallas, TX
“

Fired two agencies before this. Upscal came in, rebuilt the funnel, refreshed the creative, tripled my booked consults at the same ad spend. Different planet.

Sarah Klein
Owner, Lumière Med-Spa
Scottsdale, AZ
“

For the first time I can trace every booked job back to the exact ad and the exact keyword. The attribution setup alone changed how we spend money.

Tyler Walsh
Owner, Walsh Pro Cleaning
Denver, CO
“

What I love is the strategist actually picks up the phone. No tickets, no junior AM. Feels like having a CMO on retainer for a fraction of the cost.

Rachel Chen
Managing Partner, Chen & Park Law
Los Angeles, CA
Jason Miller
ClearAir HVAC, Phoenix
Amanda Brooks
Brooks Remodeling, Charlotte
Kevin Davis
Greenleaf Landscaping, Atlanta
Dr. Nicole Patel
Patel Dental Group, Houston
David Reyes
Sunridge Solar, Tampa
§ 06 — Run the math

If the math doesn't work,
we tell you on the call.

Here's an actual scenario from a roofing client we ran last quarter. We don't promise — we calculate. If you can't beat the spreadsheet, the work doesn't happen.

On the strategy call we'll do this exercise live with your real average ticket, your real close rate, and your real ad budget. By the end you'll know — to the dollar — what scaling paid traffic looks like for your business.

Working math · Roofing client · Q1
Avg job value$11,400
Close rate (estimate → install)22%
Ad spend / mo$8,000
Cost per qualified lead$58
Leads138
Estimates booked82
Jobs closed18
Tracked revenue$205,200
Blended ROAS25.6×
Skin in
the game
§ 07 — Our promise

Qualified leads in 30 days
or we work for free until you have them.

If our campaigns don't deliver qualified, attributed leads in your first 30 days post-launch, we keep working — at zero management fee — until they do. No fine print. No "but actually."

§ 08 — Book the call

Pick a time.
Talk to a strategist.
Walk away with a plan.

30 minutes. We open your ad account on the call, audit your funnel, and tell you what we'd build. If it makes sense to work together, we'll talk about it. If not, you keep the plan and we shake hands.

On the call we'll
  • →Audit your live Meta & Google ads
  • →Map a campaign + funnel built for your offer
  • →Run the unit economics with your real numbers
  • →Walk you through the launch timeline
Best fit if you're
  • →A US service business doing $30k+/mo
  • →Avg customer worth $1,500+
  • →Tired of "just send the assets" agencies

We do not run a discovery → strategy → proposal pipeline. It's one call. We give you the plan on the call.

Pick a time that works
SHOWN IN YOUR LOCAL TIMEZONE
Calendar not loading? Open it directly → Open booking page
§ 09 — Stuff people actually ask

No. of times we've been asked these — a lot.

Who's actually a fit for this? +

US-based service businesses doing $30k+/mo with an average customer value of $1,500+. Roofing, solar, HVAC, med-spa, remodeling, dental, law, plumbing, landscaping, cleaning. If you're ready to invest in paid traffic and want a real partner running it, you're our person.

What channels do you actually run? +

Meta (Facebook + Instagram) and Google Ads (Search + PMax) by default. YouTube and TikTok come in once those are profitable and only if they fit. We don't add channels for the sake of being able to say we run them.

How fast does it actually go live? +

Live within 14 days of kickoff. Most clients see their first qualified leads in week 2. We move fast because every day a bad funnel runs is money on the floor.

What's the minimum ad budget? +

$3k+/mo on ad spend, scaling from there. Below that the math doesn't work for either of us. We'll talk through the right starting budget on the call based on your goals and your average ticket.

What does it cost to work with you? +

Investment depends on industry, ad budget and how much we're building. We'll walk you through real numbers on the strategy call once we know what makes sense. Zero pressure to commit on the call.

Is the call a sales pitch? +

No. It's a working call. We open your ad account, audit your funnel, sketch the campaign and run the math. If working together makes sense, we'll talk about it. If not, you keep the plan. No follow-up spam.

Do I keep ownership of my ad accounts? +

100%. You own every ad account, pixel, page and asset we build. If we ever part ways, you walk out with all of it. No hostage situations.

Am I locked into a long contract? +

No 12-month lock-ins. Month-to-month after the build. The work has to keep earning your business — that's how we're wired.

Stop renting
leads from chaos.

One 30-minute call. We'll show you what your funnel looks like once it's actually engineered to make money.

Book the call
30 min·No deck·Plan in hand