Prepared by
LeadsLab
for Full Potential Consulting
1-Week Sprint · R1,500 Budget
Full Potential
Website Launch
Sprint Campaign
A lean, high-impact 7-day Meta campaign that cuts straight to what matters: one tight audience, two sharp ads, one lead magnet, every rand working. No warmup luxury — just precision from day one.
01 — Sprint Strategy
The Lean Launch Approach
🎯
One Audience. Two Ads.
Split the budget between two tightly targeted ad sets: one brand-awareness ad to seed recognition, one lead-gen ad to capture intent. The same qualified audience sees both — trust first, then ask.
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One Lead Magnet. Zero Friction.
A single, high-value offer — the Psychological Safety Diagnostic — delivered via Meta Lead Form. No page visit required. Name, email, company, done. Leads flow directly into GHL for immediate automated nurture.
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Optimise on Day 3. Decide on Day 5.
Check performance by Day 3. If the awareness ad is pulling engagement but not leads, reduce its allocation and push more to lead gen. By Day 5, the budget should be 80% on whatever is converting best.
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GHL Does the Heavy Lifting.
The ads get the lead in the door. GHL automation converts them. A 4-email nurture sequence fires immediately, building trust and moving each lead toward a consultation booking — no manual follow-up required on day one.
What We're NOT Doing with This Budget
3-Phase Funnel
Teaser Ads
Multiple Service Pillars
6 Ad Concepts
Lookalike Audiences (insufficient data)
Video Production
WorkSafeSpace™ Demo Ads
Campus™ Awareness Ads
Certification Prospectus Ads
02 — 7-Day Schedule
Day-by-Day Sprint Plan
Every day has a clear purpose. The campaign is live from Day 1 — no warmup phase. Optimise fast and double down on what works.
Mon
Launch Day
Both ad sets live. Awareness + Lead Gen.
Tue
Monitor
Watch CPL, CTR, early reach data.
Wed
First Check
Review Day 1–2 data. Minor bid adjustments.
Thu
Optimise
Shift budget to best-performing ad set.
Fri
Decide
80% budget to winning ad. Pause loser.
Sat
Push
Weekend CPMs often lower — maximise reach.
Sun
Final Day
Let it run. Pull final results. Brief report.
Audience Targeting
Primary Audience — Both Ad Sets
🏢 HR & Leadership Decision-Makers
- Job Titles: HR Director, CHRO, HR Manager, People & Culture Lead, OD Manager, L&D Manager
- Industries: Financial Services, Healthcare, Mining, Retail, Government, Professional Services
- Company Size: 200+ employees
- Location: Gauteng, Western Cape, KwaZulu-Natal
- Age: 30–55
- Interests: Human Resources, Organisational Development, Leadership Development, Employee Wellbeing
Why This Audience Only
💡 Budget Rationale
- R1,500 spread too thin across multiple audiences delivers nothing meaningful to any of them
- HR decision-makers have the highest commercial intent AND the fastest path to purchase
- The Psychological Safety Diagnostic speaks directly to their daily pain — no education needed
- Estimated audience size in SA: 15,000–40,000 — tight enough for the budget to build frequency
- Even 5 qualified leads from this audience = significant pipeline value
03 — Budget Allocation
R1,500 — Every Rand Accounted For
With a lean budget, precision beats scale. The split prioritises lead generation (where commercial return happens) while keeping enough in brand awareness to build recognition with first-time viewers.
Ad Set A — Awareness
R500
Brand recognition ad. ~R71/day over 7 days. Reach objective. Feed + Stories. Warms the audience before the lead ask.
Ad Set B — Lead Generation
R900
Diagnostic lead magnet ad. ~R128/day. Lead Gen objective. Meta Lead Form. This is where ROI is generated. Increase if it's converting.
Optimisation Reserve
R100
Held back until Day 3 review. Added to whichever ad set is performing better. Never let it sit unused past Day 4.
| Ad Set | Objective | Daily Budget | Total | Placement | Optimise For |
|---|---|---|---|---|---|
| A — Brand Awareness | Reach / Brand Awareness | R71/day | R500 | Feed + Stories | Reach, Impressions, Frequency ≥ 2 |
| B — Lead Generation | Lead Generation | R128/day | R900 | Feed + Stories + Reels | Cost Per Lead — target R150–R250 |
| Reserve | Hold until Day 3 | — | R100 | — | Add to better-performing ad set on Day 3 |
| Total | — | R214/day avg | R1,500 | — | 3–10 qualified leads target |
04 — Ad Creative
Two Precision Ads
One ad builds trust. One ad captures leads. Both run simultaneously to the same audience — rendered below exactly as they'll appear in brand. Full Potential navy/gold identity throughout.
05 — Ad Copy
Production-Ready Copy
Complete, paste-ready copy for both ads. Written lean — no padding, no waffle. Every word earns its place.
Ad A — "Your Workplace Deserves Better" (Awareness)
Ad Set A · R500 · No CTA
Primary Text
Your people are dealing with things you can't see yet.
Burnout. Fear. Silence. Harm that goes unreported because no one feels safe enough to speak up.
Most organisations discover the problem when it lands in a resignation letter, a disciplinary hearing, or a headline.
It doesn't have to be that way.
Full Potential Consulting has spent 25 years building the frameworks, the tools, and the methodology that change how organisations handle safety, trust, and human behaviour — at scale.
Our new website is live. Take a look at what's possible.
Burnout. Fear. Silence. Harm that goes unreported because no one feels safe enough to speak up.
Most organisations discover the problem when it lands in a resignation letter, a disciplinary hearing, or a headline.
It doesn't have to be that way.
Full Potential Consulting has spent 25 years building the frameworks, the tools, and the methodology that change how organisations handle safety, trust, and human behaviour — at scale.
Our new website is live. Take a look at what's possible.
Headline Options (A/B test — pick one per run)
Link Description
Full Potential Consulting · Potential, Activated. · fullpotential.co.za
CTA Button
Learn More
Ad B — Psychological Safety Diagnostic (Lead Gen)
Ad Set B · R900 · Meta Lead Form
Primary Text — Short Version (recommended for feed)
Do you actually know how psychologically safe your workplace is right now?
Not based on vibes — based on real diagnostic data.
We've built a free Psychological Safety Diagnostic that gives HR leaders clarity in under 10 minutes.
✅ Identify your safety baseline
✅ Spot high-risk team dynamics
✅ Know where to focus your HR energy
Download it free. No fluff. Just insight.
Not based on vibes — based on real diagnostic data.
We've built a free Psychological Safety Diagnostic that gives HR leaders clarity in under 10 minutes.
✅ Identify your safety baseline
✅ Spot high-risk team dynamics
✅ Know where to focus your HR energy
Download it free. No fluff. Just insight.
Primary Text — Long Version (for Stories / engaged audience)
Here's an uncomfortable question for HR leaders:
If I asked you to rate your organisation's psychological safety right now — could you give me an honest, evidence-based answer? Or would it be a guess?
Most HR professionals say the same thing: "We think it's okay, but we don't really know."
That gap between what you think is happening and what's actually happening is exactly where culture risk lives.
We've built a free Psychological Safety Diagnostic — a practical tool that gives HR Directors, CHROs, and People Leads real clarity in under 10 minutes.
✅ 15 diagnostic questions across 5 dimensions
✅ Instant Red / Amber / Green scoring
✅ Actionable guidance on what to do next
✅ Completely free — no catch
Built by Full Potential Consulting. Used by HR leaders across South Africa.
→ Get the Free Diagnostic now.
If I asked you to rate your organisation's psychological safety right now — could you give me an honest, evidence-based answer? Or would it be a guess?
Most HR professionals say the same thing: "We think it's okay, but we don't really know."
That gap between what you think is happening and what's actually happening is exactly where culture risk lives.
We've built a free Psychological Safety Diagnostic — a practical tool that gives HR Directors, CHROs, and People Leads real clarity in under 10 minutes.
✅ 15 diagnostic questions across 5 dimensions
✅ Instant Red / Amber / Green scoring
✅ Actionable guidance on what to do next
✅ Completely free — no catch
Built by Full Potential Consulting. Used by HR leaders across South Africa.
→ Get the Free Diagnostic now.
Headline Options (A/B test — run both, keep winner by Day 3)
CTA Button
Download Now
06 — Lead Generation
Lead Form & Nurture System
One lead magnet. One form. Four automated emails. Simple — and for a 7-day sprint, simple is the right call. The GHL sequence fires the moment a lead submits, keeping momentum while the campaign is still live.
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Psychological Safety Diagnostic — Meta Lead Form
Instant form · No page visit required · Leads into GHL automatically · Target CPL: R150–R250
Form Intro Text
Get your free Psychological Safety Diagnostic — a practical 10-minute tool used by HR leaders across South Africa to assess culture risk and identify where to focus. Instant download, completely free.
Q1 — First Name
Auto-filled from Meta profile
Q2 — Work Email
Email — required. Note: Set to "work email only" in Meta Lead Form settings to improve lead quality.
Q3 — Organisation Name
Short text field — required. Used for CRM segmentation in GHL.
Q4 — Job Title
Short text — required. Pre-qualifies seniority before follow-up.
Q5 — Company Size
Dropdown — required. Options: 1–50 / 51–200 / 201–1,000 / 1,000+. Tip: Prioritise follow-up to 200+ employee leads — highest deal value.
Q6 — Biggest HR Challenge Right Now
Dropdown — optional (keep optional to reduce drop-off). Options: Bullying & Harassment / Psychological Safety / DEIB & Inclusion / Leadership Capability / Culture & Trust / Staff Retention. This answer determines which GHL tag is applied and which follow-up email sequence fires.
GHL Automated Nurture — Fires from Lead Submission
1
Instant — Email 1: Diagnostic PDF download link + "Here's how to read your results" — short, warm, value-first. Subject: "Your Psychological Safety Diagnostic is ready →"
2
Day 3 — Email 2: "3 Signs Your Organisation Needs More Than a Policy" — value content email. Introduces Full Potential's services naturally without a hard sell. Subject: "Most HR teams miss this until it's too late"
3
Day 6 — Email 3: "How Full Potential Helps Organisations Like Yours" — brief, specific, links to relevant services on the new website. Social proof or client outcome if available. Subject: "What changes when you do this properly"
4
Day 10 — Email 4: Direct consultation CTA. "Book a 30-minute Workplace Safety Strategy Call — no obligation." GHL calendar link. Subject: "One conversation could change everything for your team"
07 — KPIs & Expectations
Realistic Targets for R1,500
These are realistic, honest projections for a 7-day campaign at this budget in the South African B2B market. Success at this budget is 3–8 qualified leads. Even 3 qualified HR Director leads represents meaningful pipeline potential.
Est. Reach
4k–12k
Unique people reached across both ad sets over 7 days. B2B audiences have higher CPM.
Target CPL
R150–250
Cost per lead for the Diagnostic. Achievable with a tight audience and a strong hook.
Leads Target
3–8
From Ad Set B's R900 allocation at target CPL. Quality over quantity at this budget.
Consultations
1–2
At a 20–25% lead-to-consultation rate from the GHL nurture sequence.
| Metric | Conservative | Realistic | Strong | What It Means |
|---|---|---|---|---|
| Total Reach (Ad Set A + B) | 3,000 | 6,000–10,000 | 12,000+ | Depends on CPM. B2B CPM typically R80–R150 in SA. |
| Ad Set A Engagement Rate | 1% | 2–3% | 4%+ | Likes, comments, shares on the awareness ad. Indicates resonance. |
| Lead Form Opens (Ad Set B) | 15 | 30–50 | 70+ | Number of people who click through to the lead form. |
| Lead Form Completions | 3 | 5–8 | 10–12 | Average form completion rate: 10–20% of opens. Keep the form short. |
| Cost Per Lead | R300 | R150–R250 | R100–R150 | Improve with a stronger hook and headline. A/B test from Day 1. |
| Email Open Rate (GHL Seq) | 25% | 35–45% | 55%+ | Fresh leads who just downloaded something tend to have high open rates. |
| Consultation Bookings | 0 | 1 | 2–3 | Main conversion happens in the GHL sequence after the campaign ends. |
Pre-Launch Checklist
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Psychological Safety Diagnostic PDF is ready — designed, branded with Full Potential identity, hosted (Google Drive, Dropbox, or GHL). The download link must work before the ad goes live.
⚙️
Meta Lead Form is built and tested — all 6 fields set up, privacy policy URL added (required by Meta), confirmation message customised. Send yourself a test lead before going live.
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GHL integration is live — Meta Lead Form connected to GHL via Zapier or native integration. Automation workflow tested with a dummy lead. All 4 emails are written, designed, and scheduled correctly.
🖼️
Ad creatives are approved and exported — both images sized correctly (1:1 at 1080×1080, 9:16 at 1080×1920). Text overlay does not exceed 20% of image area. Both approved in Meta Business Manager before launch day.
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Meta ad account is funded — R1,500 loaded or card with sufficient limit confirmed. Daily budget caps set correctly: R71/day (Ad Set A), R128/day (Ad Set B). Campaign end date set to Day 7.
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Facebook Pixel is installed on fullpotential.co.za — even though Ad Set B uses Lead Forms (no page visit needed), the Pixel helps build retarget audiences for any future campaigns and tracks website traffic from the awareness ad.