Jump to the 20 competitor examples ↓
2026-09-28 · research and planning only. Nothing was launched, nothing changed on Meta, and one approved test lead was partly submitted. Every section links to its detailed file in this folder.
Destination: Dog Academy's own lead-gen form, the website quiz, in a Meta version.
?pain= link parameter.Optimization: the sale (operator, 2026-09-29). The event is Purchase from a pay link on dogacademy.org, under Sales → Website → Purchase. Never Schedule, Lead or the form fill.
Why the pay link is required. Meta can only train a Website campaign on on-site events within 7 days of the click. So the customer pays on dogacademy.org through the pay link the rep sends on the call. Phone sales, consultations held and bookings are reported through CAPI.
Budget: $10k = $250/day for 40 days in 3 waves.
Money line (provisional): break-even at a 5.5% close rate is about $27 per lead, $76 per booked consult and $484 per kept sale. Matthew's real margin replaces these.
What $10k can and can't prove: whether Meta pays back at account level, and at what close rate. It cannot rank concepts on sales.
What wins in this category:
Video is 67% of local ads that have run 90+ days.
The gap Dog Academy can own: the trainer inside the client's home, coaching the owner. Only 2 of 30 durable videos show it. Socialization is also nearly unused: 11% of our form answers, 2 ads in the market.
The pitch against the market:
Offer line (never a price): a free evaluation / free 30-minute consultation, no card. That is the market's language; nobody calls it a "meet & greet". If a lifetime plan fits: up to 8 in-person lessons at your door (1 a week), lifetime unlimited virtual lessons (up to 2 a week), and the full online course library.
Tracking today is nearly blind.
Blockers:
| Lane | Coverage | What runs (durable = 90+ days) | Offer and CTA | File |
|---|---|---|---|---|
| Local trainers | 83 advertisers, 12 metros, 397 active ads | Video is 67% of 90+ day runners. The named owner-trainer is on camera in 36 of 56 top ads. The standard opener is "[City] dog owners" plus a pain question. | Free evaluation (28 advertisers), board & train (24), speed promise (23), lifetime support (14). Destinations: website 43, Instant Form 26, chat 11. 10 state a price, e.g. $75–$100 intro and "lifetime training $1,497". | competitors/local/LOCAL.md |
| Apps and courses | 17 advertisers, 21 pages; Woofz alone runs about 1,000 ads | They churn fast. The durable course sellers run: Dogo "regret getting a puppy" at 535 days, Doggy Dan 432, DogsThat "What if your dog isn't ignoring you?" Long-runner formats: multi-version 52%, video 30%, image 17%. | Free course or webinar and installs. Four advertisers sell against hiring a trainer. | competitors/apps/APPS.md |
| National networks | 25 checked, 15 advertising, 737 active ads. Sit Means Sit runs 167 across 30+ franchise pages; K9 Training Institute 160; Tip Top K9 103; Dog Wizard 85; Zoom Room 81; Dog Training Elite 48 | 56% of 90+ day ads contain video. Single-format static:video:carousel is 36:58:6. The closest model to DA is Tip Top K9: one national page, "Hey <City> dog owners", the same trainer scripts re-shot per city. | The free step is called "free evaluation" (111 ads) or "free consultation" (55). Nobody says "meet & greet". Price is hidden. The risk reversal is lifetime support (101) or a guarantee (80). Pains named: ignoring commands 54%, barking 26%, jumping 25%, new puppy 25%, pulling 20%. | competitors/national/NATIONAL.md |
| Video content | 30 durable videos (median 198 days) + 20 more analysed | Real trainer in 17. Phone footage in 13. 9:16 in 21. Median 38 s. Hooks: city call-out 8, pain named 7, problem shown 6. Proof: live demo 14, same-dog before/after 5. | 9 of 20 service ads offer a free evaluation or consult; none states a programme price. | videos/VIDEO-BREAKDOWN.md |
| Funnels | 18 teardowns, 16 from a live ad | Contact comes within 0–1 screens for 13 of 15. DA shows 16 screens first. The best pattern is "pick your time first". | Only Bark Busters promises a callback time (24 h). | funnels/FUNNELS.md |
Pains in durable ads vs our form.
"Days live" measures durability, not sales. The notes on why each ad lasts are our own read. We copy the move, never the words or pixels.
On screen: "WHEN A GUEST WALKS IN… MOST DOGS WOULD BE BARKING, JUMPING AND PACING." Shot through the client's front door.
Why it lasts (our read, not sales data): It shows the exact home moment owners dread, then the calm result, with natural sound.
What we take: The in-home "door test", filmed by our trainer in a real client's home (script V02).
Headline: "Get a FREE In-Home Dog Training Evaluation". A branded truck arrives, then an in-home session.
Why it lasts (our read, not sales data): "The trainer comes to you" is shown, not said, and the free step is named plainly.
What we take: The trainer arriving at the door, with the free evaluation in the headline.
On image: "ATTENTION CHATTANOOGA DOG OWNERS" and "FREE PHONE OR IN-PERSON EVALUATIONS".
Why it lasts (our read, not sales data): City call-out plus a free-evaluation band: simple, local, and it lasts.
What we take: City call-out plus a free-consult band on statics in metros where we have trainers.
Opens on an owner being yanked by the dog. Free consultation offer.
Why it lasts (our read, not sales data): The pain is on screen in the first second, before any logo or claim.
What we take: Open on the pulling moment itself (our pilot V09). Not their "#1" claim.
An owner testimonial at pick-up: "…and the jumping." Board & train, guarantee and lifetime support.
Why it lasts (our read, not sales data): A real owner naming the problem that got fixed.
What we take: Owner testimonial in their own words (V05), but filmed at home on their own walk.
Seven dogs holding a "place" on cots, with "Contact us today for a free demo and evaluation."
Why it lasts (our read, not sales data): A visible skill demo proves competence, and the free step closes the ad.
What we take: One real demo moment plus a free-consult end card.
"SAN DIEGO DOG OWNERS, STOP SCROLLING!" / "Have you been trying to train your stubborn dog for what seems like FOREVER with little or no results?"
Why it lasts (our read, not sales data): City call-out plus a failed-alternative pain, then a free evaluation and lifetime support: the most durable local static.
What we take: Our first static brief: trainer photo, pain checklist, free-consult band. San Diego is also DA's Google market.
"🚨 Los Angeles Dog Owners 🚨 — This one's for you!" A trainer talks to camera.
Why it lasts (our read, not sales data): The city opener stops locals, and the trainer speaks in his own voice.
What we take: V01 trainer call-out with a city opener, one cut per covered metro.
"If you've ever felt frustrated walking your dog, dealing with constant pulling on the leash, ignoring…"
Why it lasts (our read, not sales data): It stacks the everyday pains in one breath.
What we take: The pain-stack opener: ignoring, pulling and jumping are 45% of our form answers.
"Dog owners of Greater Houston, we see you." / "Rated 5★ by 300+ owners". Free evaluation.
Why it lasts (our read, not sales data): A local empathy line plus a real review count.
What we take: Local empathy plus DA's real review count, used only where accurate.
"Walking your dogs shouldn't feel like a wrestling match." / "Stop Being Dragged Down the Street".
Why it lasts (our read, not sales data): It names the lived moment, not the category.
What we take: Lived-moment language for our pulling concepts.
"Lifetime Dog Training Support". It sells lifetime training against dogs slipping back.
Why it lasts (our read, not sales data): Regression is a real fear, and "lifetime" answers it.
What we take: "Lifetime lessons" as the answer to regression: Trained for Life's strongest line. Never the price.
"REGRET GETTING A PUPPY?" A selfie-style confession.
Why it lasts (our read, not sales data): It says the feeling owners won't say out loud.
What we take: The confession opener for puppy overwhelm (V08), with a real owner.
"Regret getting a puppy?" plus problem tiles: constant biting, crate crying, leash pulling…
Why it lasts (our read, not sales data): Owners find their own exact problem in a grid.
What we take: A pain-tile static mapped to our 9 form pains.
"FREE DOG REACTIVITY WEBINAR — CLAIM YOUR SPOT!"
Why it lasts (our read, not sales data): Free value for a painful niche, reactivity.
What we take: Reactivity as its own pain lane. Our free step is the consult.
"If you're a new puppy owner…" A trainer with a puppy, to camera.
Why it lasts (our read, not sales data): A real trainer's face and a clear call-out of who it's for.
What we take: Persona call-outs (new puppy owners) in trainer-led videos.
"If your dog is pulling, barking, biting, jumping…" Free 30-day course.
Why it lasts (our read, not sales data): A known trainer, a pain stack and a free offer.
What we take: The pain stack, spoken by our own trainer.
"PRIVATE TRAINER $100–$300" struck through, then "THE SYSTEM $27".
Why it lasts (our read, not sales data): It sells DIY against hiring a trainer: the objection our buyers hear.
What we take: The counter: "videos didn't stick, so a trainer at your door plus lifetime lessons" (V06).
"Hey, what's up, guys? I'm Joey from Tip Top K9 Kansas City…" A named local owner-trainer.
Why it lasts (our read, not sales data): A named local trainer and city on one national page. The closest model to Dog Academy.
What we take: One page, many cities: the same script re-shot by DA trainers in each covered metro.
"Right now, you might be feeling frustrated. Maybe your dog pulls on the leash, ignores commands, jumps on guests…"
Why it lasts (our read, not sales data): Every common pain in the first 5 s, then the future "in just a few weeks".
What we take: The pain-stack talking head, with our real trainer instead of a presenter.
funnels/FUNNELS.md §3)| Screen | Content |
|---|---|
| 1 | Main problem (pre-selected from ?pain=, headline matched to the ad). Includes "Growls, snaps or has bitten", routed honestly. |
| 2 | Zip, with an honest coverage result shown before contact: "✓ In-person trainers cover 92101", or "In your area, training starts with live video lessons". |
| 3 | Dog's name and age. |
| 4 | "How soon does {dog}'s {pain} need to stop?" "Just researching" goes to self-booking plus email, not an instant call. |
| 5 | Pick a time for the free 30-minute call, plus "what you'll leave with" and the value stack with no price. |
| 6 | Name, mobile, email on one screen, with separate appointment and marketing text consent. |
| After | A confirmation page with the time, who calls and from which number, add-to-calendar and reschedule. Then an optional "help your trainer prepare" panel for the old steps. |
One "what happens next" promise everywhere. Today the homepage says "a concierge call" and the form says "a virtual meet & greet". Matthew must confirm who runs the call.
What the test lead showed (test-lead/TEST-LEAD.md):
TEST AdMaker Lead,
admaker-da-test-kd492w@mailinator.com, saved 2026-09-28 02:27 UTC with utm_source=admaker-test.capi-spec/DEV-SPEC.md, QA-RUNBOOK.md)Full step-by-step instructions for DA's developer (code, QA runbook): vps-327b7201.vps.ovh.us/admaker/dog-academy-capi/
Meta setup (DA admin):
481578137302100 and the ad account;Fix the pixel:
tk-fb.js with standard events that carry an eventID;Capture identity at quiz start and on the lead:
_fbc, set server-side with Meta's Parameter Builder for PHP;_fbp, IP and user agent;external_id = DA's lead ID.All of these are stored on the lead record (schema migration in the spec).
Server sender: CapiService, a queued job with an outbox, retries and backoff, idempotency, and a 7-day
age guard. Target under 1 hour from event to Meta.
Events:
| Event | action_source | Sent by |
|---|---|---|
Lead | website | pixel + CAPI, shared event ID |
Schedule (self-booked) | website | pixel + CAPI, shared event ID |
| Agent-booked Schedule | phone_call | CAPI |
| Consultation completed | phone_call or other | CAPI |
| Phone Purchase | phone_call | CAPI |
| Pay-by-link Purchase | website | pixel + CAPI, event ID = order ID |
Stage feed: an authenticated webhook in the Laravel app that the CRM, dialer or billing system calls. Fallbacks: a daily CSV/Sheet import, or Zapier/Make.
QA and go/no-go:
Gate 0 in Ads Manager (a draft, never published): does Leads → Website offer "Maximize number of qualified leads"? If it does, a CRM-staged challenger cell becomes possible.
account-plan/ACCOUNT-PLAN.md)Waves:
| Wave | Days | Budget |
|---|---|---|
| 1 | 14 | $3,500 |
| 2 | 14 | $3,500 |
| 3 | 12 | $3,000 |
Each cap is enforced by the account spending limit.
Structure:
Audience: trainer-coverage ZIPs only (from Matthew), ages 18–65+, Advantage+ audience on, no interests.
Top of funnel: cold, pain-led concepts carrying the whole pitch: pain + proof + free consult + value stack.
Bottom of funnel: retarget quiz starters and partial leads (email saved) with objection and proof videos (V06, V10). Only once the warm pool reaches about 1,000 people in 30 days, and with a different message.
Kill ladder: read on on-site purchases inside the 7-day window, with booked consults as the early warning; final truth is kept CRM sales after the lag.
Winner ladder: a winner is ≥10 kept sales over ≥7 days at or below target.
Discipline: hands-off 3 days after any edit; verdicts on 7 days.
Reporting: CRM truth first (cost per booked, completed and kept sale), then Meta, reconciled weekly.
Statics. These run in a Dog Academy creative thread, per the 2026-09-27 rule.
find-printing-ads picks sources from this round's catalogs.write-brand-hooks: competitors' working hooks, copied, then cranked 2×.make-printing-format-statics: one-pass whole ads, each built from its own source ad, with rendered-pixel gates
and a review board.The first static to brief is the durable local format: a trainer photo, a pain checklist and a free-consult band.
Video (video-process/):
hyperframes/render.sh forces 30 s 9:16 with grain. It needs a render path that respects length
and ratio.Copy rules for every ad:
| When | Dog Academy (Matthew, developer, trainers) | AdMaker (us) |
|---|---|---|
| Week 0 (now) | Meta access; data pack; developer gets DEV-SPEC.md; send the trainer filming brief; a DA phone number for the test lead | Open the DA creative thread; hooks + wave-1 statics; Gate 0 check in Ads Manager once access lands |
| Week 1 | Developer: pixel fixes + CAPI on staging + the Meta version of the form; trainers film the V09 pilot | Statics to the review board; edit the pilot; build the account objects as drafts |
| Week 2 | QA gate: Test Events, dedup, EMQ, end-to-end test lead | Verify the QA gate; launch wave 1 (statics) only when every gate passes |
| Weeks 3–4 | Stage feed live (consult completed, sales) | Wave 1 read; wave 2 adds video (V09 + V05) |
| Weeks 5–6 | — | Wave 3; retargeting only if the pool gate opens; the $10k verdict on CRM sales |
481578137302100, Page, ad account).capi-spec/DEV-SPEC.md and the form changes.