Optima Web Solutions · Voyant Legal · Facebook and Instagram ads

Meta Ads Launch Plan

Drafts for Friday's call. Two campaigns, six creative angles, one offer: a free consultation with the flat fee front and center. Pick your top three concepts and bring a budget number.

Prepared by Tysen Creager, Optima Web Solutions, for Lance Drollinger · October 15, 2026 · Review call Friday Oct 16, 2:00 PM MT

Where things stand

AgreementSetup and first month invoiced Oct 14. Management covers two campaigns; ad spend goes on Voyant's card.
AccessWe are in the ad account and the card is on file. Monday we confirm pixel ownership and add our ads manager.
TrackingThe Meta pixel is already on voyantlegal.com. We are adding Lead, Contact, and Schedule events so Meta optimizes for consultations, not clicks.
LaunchThursday, October 22, once the conversion events are live Monday. Campaigns are built paused and you approve previews first.

The plan

Replace the lead flow LSAs used to deliver. Every ad sends people to book a free consultation for estate planning, a living trust, or probate help, and every ad says the price is a flat fee quoted upfront.

Campaign 1 · Prospecting

People within about 15 to 20 miles of Farmington, American Fork, Ogden, and Park City who have not heard of you yet. Meta's broad targeting with age 35 and up as a hint, plus a second ad set leaning on homeowners and parents.

  • Concepts C1 to C5 and the will-vs-trust carousel
  • About 75% of the budget
  • Optimized for the Lead event (form or booking)

Campaign 2 · Retargeting

People who visited the site in the last 90 days, engaged with your Facebook or Instagram, or watched a video. Warmer, cheaper, and where the reviews and the "no bill for questions" message do their work.

  • Concepts C3, C5, C6, the videos, a podcast clip
  • About 25% of the budget
  • Button says Book Now

Budget options (ad spend, paid to Meta)

OptionPer dayPer monthWhat it buys
Floor$50$1,500One prospecting ad set plus light retargeting. Learning is slow.
Recommended$80$2,400Both prospecting ad sets exit learning in about a week, retargeting stays on, room to test instant forms.
Aggressive$130$4,000Closer to the old LSA budget. Only after the first 30 days prove the funnel.

Planning ranges for the first 90 days: cost per lead under $120 on website leads, cost per booked consult under $200 by day 60. Estate-planning lead costs on Meta vary a lot by offer and season, so we read the first two weeks before promising more.

The creatives

Six static concepts, each in square and 4:5. The images here are working mockups: the layout and words are what we are asking you to react to. Final files are exported at full resolution.

Utah has a plan for you ad, 4 by 5 Utah has a plan for you ad, square
C1

Utah has a plan for you

Awareness. If you have not made a plan, the state already has one for you.

Primary text

No estate plan? Then the State of Utah has one for you. It decides who raises your kids, who gets the house, and how long your family waits in probate court.

Voyant Legal builds flat-fee estate plans, quoted upfront, so there are never any surprises. Free consultation at our Farmington, American Fork, Ogden, or Park City offices, or virtually anywhere in Utah.

Headline options

  • No estate plan? Utah has one for you.
  • Who decides, you or a judge?
  • Flat-fee estate plans, quoted upfront

Lands on voyantlegal.com/estate-planning/

Instructions for a court vs. for your family ad, 4 by 5 Instructions for a court vs. for your family ad, square
C2

Instructions for a court vs. for your family

Will vs. trust in one line. Probate avoidance for homeowners and families.

Primary text

A will is instructions for a court. A trust is instructions for your family.

A will goes through Utah probate: a public court file, a 3-month creditor period, and 6 months to 2 years of waiting. A funded living trust skips all of it.

Voyant Legal prepares living trusts for a flat fee, quoted before we draft a single page. Free consultation.

Headline options

  • A will is instructions for a court.
  • Skip Utah probate. Keep it private.
  • Flat-fee living trusts in Utah

Lands on voyantlegal.com/living-trusts/

Flat fee, quoted before we draft a page ad, 4 by 5 Flat fee, quoted before we draft a page ad, square
C3

Flat fee, quoted before we draft a page

Price anxiety is the biggest reason people do not call a lawyer. Answer it first.

Primary text

Most attorneys bill by the hour. We don't.

Every estate plan at Voyant Legal is a flat fee, agreed to before we start. You know the number before we draft a page, and the questions you ask afterward don't generate a bill.

Free consultation. Farmington, American Fork, Ogden, Park City, or virtual.

Headline options

  • Flat fee. No hourly surprises.
  • Know the price before we start
  • Questions later? No bill.

Lands on voyantlegal.com/cost-of-a-will/

The house alone ad, 4 by 5 The house alone ad, square
C4

The house alone

Homeowner trigger. Probate is not just for the wealthy; a regular house is enough.

Primary text

In Utah, the house alone is usually enough to send your estate through probate court.

Not a mansion. A regular home in Layton, Lehi, or Ogden. A living trust keeps it out of court and in the family, privately.

Voyant Legal prepares flat-fee living trusts, quoted upfront. Free consultation.

Headline options

  • Your house is enough for probate
  • Own a Utah home? Read this.
  • Keep the house out of court

Lands on voyantlegal.com/living-trusts/

350+ five-star reviews ad, 4 by 5 350+ five-star reviews ad, square
C5

350+ five-star reviews

Social proof. Your review base is the strongest asset you have. Needs your OK on quoting reviewers by first name.

Primary text

"The Voyant Legal team was outstanding in helping us create our family living trust." Chad O.

Over 350 Utah families have left Voyant Legal a five-star Google review. Flat-fee estate planning, trusts, and probate. Free consultation at four offices or virtually.

Headline options

  • 350+ five-star Google reviews
  • Utah families trust Voyant Legal
  • Rated 4.9 by Utah families

Lands on voyantlegal.com/estate-planning/

Questions answered without a bill ad, 4 by 5 Questions answered without a bill ad, square
C6

Questions answered without a bill

Retargeting only. For people who already visited the site and are still deciding.

Primary text

Still thinking it over? Here is what working with Voyant Legal looks like after the documents are signed:

You call with a question a year later. We answer it. No invoice follows. Three years in, we review the whole plan at no charge.

Book your free consultation when you're ready.

Headline options

  • Questions later? No bill.
  • Your free consultation is waiting
  • Flat fee, then a 3-year review

Lands on voyantlegal.com/contact/#scheduler

Carousel · Will vs. living trust in Utah

Five swipeable cards. Primary text: "Will or living trust? Swipe for the five differences that matter most in Utah. Flat-fee planning from Voyant Legal, quoted upfront. Free consultation."

Carousel card 1Carousel card 2Carousel card 3Carousel card 4Carousel card 5

Three short videos (phone camera is fine)

Video is the cheapest reach on Meta right now and the best way to put your expertise, not a stock photo, in front of people. Each is under 30 seconds and can be shot in one take at the office.

Option A · You shoot it

Lance, Michael, or Nathan record the scripts on a phone in good light at the office. We edit, caption, and export. Included in management.

Option B · We come to Farmington

Tysen travels to the office with a DSLR and a DJI drone for a half or full day: the three ad videos, updated attorney and team portraits, office exteriors and interiors, and drone establishing shots. Those assets also refresh the website and your Google Business Profiles. Separate quote on request, covering travel, the shoot day, and editing.

Recommendation: launch with the statics and carousel on Oct 22, record V2 on a phone in week one, and book the on-site shoot for the November creative round if you want the upgraded assets.

V1 · Michael: "What I saw running a hospice" (30 s)
Before I started this firm, I ran a hospice company. I sat with families in the worst week of their lives, and too often the hardest part wasn't grief. It was paperwork nobody had done. A will that was twenty years old. No power of attorney. Kids guessing what Mom wanted. That's why I started Voyant Legal in 2012. We do estate planning on a flat fee, quoted upfront, and we stay with you as life changes. If you've been putting it off, the first conversation is free. We're in Farmington, American Fork, Ogden, and Park City.
V2 · Lance: "Why we quote a flat fee first" (20 s)
The first question people ask us is "what does it cost?" Fair question. Most law firms can't answer it, because they bill by the hour. We can. Every estate plan at Voyant Legal is a flat fee, agreed to before we start, and the questions you ask us later don't come with an invoice. Book a free consultation. You'll leave knowing exactly what your plan costs.
V3 · Reel: "3 things that send a Utah estate to probate" (15 s)
Three things that send a Utah estate to probate. One: a house in your name with only a will. Two: accounts with no beneficiary listed. Three: no plan at all. Utah writes one for you. A funded living trust avoids all three. Flat fee, quoted upfront. Free consultation at Voyant Legal.

Decisions for Friday

  1. Monthly ad spend. Recommendation: $2,400 to start, reviewed at 30 days.
  2. Where leads go. Website contact form and scheduler first; Meta instant forms as a backup test in week three.
  3. Offer language. "Free consultation" and "flat fee, quoted upfront" come straight from the site. Is "the will itself is free" still something you want said in ads?
  4. Review quotes. OK to quote public Google reviews with first name and last initial?
  5. Video and photos. Phone recordings from the scripts, or the on-site shoot (extra fee, quote by Monday)?
  6. Geography. All four offices equally, or lean toward Farmington and American Fork?
  7. Contested matters. Every ad names the scope (estate planning, trusts, probate) and the instant form asks if the matter is contested. Good?
  8. Launch date. Thursday, October 22.

Timeline

WhenWhatWho
Fri Oct 16Review call: pick concepts, set budget, confirm offer languageLance, Tysen
Mon Oct 19Pixel ownership confirmed, domain verified, conversion events liveTysen
Wed Oct 21Campaigns built and paused; preview links sent for approvalNash, Tysen
Thu Oct 22LaunchLance approves, Tysen launches
Oct 22 to 29Learning phase. We watch, we don't touchNash
Fri Oct 30First read: click-through, cost per lead, events firingTysen
Fri Nov 13First full report; creative round two planned on the winning angleTysen, Lance

Weekly numbers every Monday for the first month, then inside the monthly SEO report.

What we need from Voyant by Monday