A CBO conversion engine and an ABO omnipresent-content engine, working together to make Jericho omnipresent to every Kansas City homeowner considering a kitchen or bath remodel — all creative organized around four content buckets.
We don't need anything launched yet. We need to know exactly what we're working with and be ready to say when we go live the moment creative is in hand. Here is precisely where each item stands.
Status of every tag the Firehose depends on, and the one blocker.
✓ Meta Pixel✓ Google Ads Remarketing Tag✓ GA4✗ Meta CAPI
Everything is confirmed firing except the Meta Conversions API (CAPI). Three of the four tags are live across the web properties. CAPI is the single outstanding item.
Why it's the blocker that matters: the strategy doc calls CAPI "non-negotiable to capture iOS/ad-blocker traffic." Because the entire Firehose is a retargeting play, every visitor CAPI fails to capture is a person who never enters our warm pool and can never be retargeted. We can technically launch without it, but we'd be retargeting an incomplete audience and reporting on incomplete conversions.
The ask: server-side CAPI implementation, coordinated with Jose & Ike. This is the critical-path item to close before we lean fully on the Firehose.
Honest read on audience size and trajectory.
Small and still building — and that's expected, not a problem. The Jericho site only began driving and tracking traffic roughly one to two weeks ago, so the 90-day pool is effectively only ~1–2 weeks deep and the 14-day pool is just getting started. At the moment both are likely below Meta's serving minimums (see Question 4).
They get better every day. The pools grow and compound as traffic accumulates — and the ABO campaign is specifically designed to accelerate this. Every reach, engagement, video-view, and site visit the ABO drives feeds the custom audiences the CBO then retargets. Instead of waiting for a warm pool to appear, the ABO manufactures it.
Realistic read for the call: we are early in the build. Expect ~4–6 weeks of running the ABO before the retargeting pools are large and stable enough to produce consistently good conversion outcomes.
The CBO setup, the Bath & Kitchen ad sets, and the targeting approach from Section II.
Full detail lives in Part 2 — Two-Campaign Setup below. The one-line version to walk through:
Account restrictions, billing, audience minimums.
One issue, and we've already designed around it: audience-size account minimums. Meta will not serve to a custom audience below its minimum match size. Our 14-day and 90-day pools are currently under that threshold, which means the CBO cannot run as a pure-retargeting campaign yet.
How the plan absorbs it: we lead with Advantage+ audiences so Meta expands past the small warm seed and still has people to serve, and we run the ABO to grow the pools above minimum quickly. By the time the warm pools clear the threshold, the CBO is already converting them.
✓ No account restrictions✓ No billing holds✓ Not a special ad category
Home-improvement remodeling does not fall under Meta's Special Ad Categories (credit, employment, housing, social issues), so there are no special-category targeting restrictions to work around.
Two campaigns with two different jobs. The CBO harvests demand and converts at high frequency. The ABO builds frequency, warms cold audiences, and fills the retargeting pools the CBO depends on. Conversion suppression links them: the second a prospect books or fills a form, they drop out of both.
The original Firehose plan called for one CBO. We're adding the ABO layer for two reasons specific to where Jericho is today: (1) our retargeting pools are brand-new and below minimum, and the ABO builds them faster by feeding every reach and engagement back into the warm audiences; and (2) the ABO is the only structure that actually delivers the omnipresent "7-different-ads-a-day" content experience — the 4-bucket framework — without burning prospects out. The CBO closes; the ABO makes sure there's a warm, familiar audience for it to close.
All creative — across both campaigns — is organized into four buckets. The CBO leans on the Value and CTA buckets to convert; the ABO uses all four in balance to build the relationship. Below, every existing Jericho asset is mapped to its bucket, and the gaps are flagged.
One CBO campaign, two offer-based ad sets. Bath and Kitchen are split because — per Section II.5 — they face fundamentally different competitive landscapes, which means different messaging, different frequency targets, and independent on/off control for capacity.
The second a prospect books an appointment or submits a lead form, a dynamic exclusion audience removes them from every retargeting ad set — Meta and Google simultaneously. Hitting a converted lead with aggressive retargeting is annoying and wastes budget. This exclusion must be live before the CBO scales.
The omnipresent-content campaign is what creates the "Chita Living Effect": a prospect sees Jericho again and again — but a different ad each time, so it builds familiarity instead of fatigue. It's also our fastest lever for growing the warm pools above Meta's minimums.
Every impression, video-view, page-engagement, and click the ABO generates feeds the custom audiences (website visitors, video viewers, page/IG engagers) that the CBO retargets. The ABO is effectively a pool-manufacturing machine — which is exactly why it's the answer to our two biggest constraints right now: small audiences and the audience-minimum issue. Expect the compounding effect to mature over ~4–6 weeks.
A balanced rotation so prospects move naturally from "who is this" → "I get what they do" → "I trust them" → "let's talk."
| Bucket | Suggested ad sets | Job in the nurture sequence |
|---|---|---|
| Value | ~4 | Earn attention & trust with genuinely useful remodel info. Turn on first. |
| Demonstration | ~4 | Show the process & speed — remove the "what am I actually getting" objection. |
| Testimonial | ~4 | Prove Jericho delivers with real customers across segments. (Production gap to fill.) |
| Call to Action | ~2 | The direct close & "two ways" framing. Stagger on a little later. |
Refresh the full set every 3–6 months (sooner if comments show fatigue). Stagger the initial turn-on — Value ads first, CTA last — but don't over-engineer it; this is a long-game campaign that compounds over months.
We can go live the moment two things are true: creative is in hand and CAPI is confirmed. Nothing in the build itself is a blocker.
Three of four tags are live and the campaign architecture is ready — CAPI is the only true blocker, audiences are new but building fast, and the ABO is our lever to fix both the small-pool and audience-minimum problems. The day creative lands and CAPI is confirmed, we launch, with good outcomes expected in roughly four to six weeks.