🚗 Northeast Road Craft — Digital Growth Strategy
A living marketing playbook for Adelaide's most trusted anxiety-friendly driving instructor
META + Google Ads, NDIS referral strategy, and step-by-step setup guides so Olly can fill his calendar without chasing a single lead.
Section 01
Strategy Overview
Google
NDIS
Automation
Goal: Fill Olly's weekly schedule with booked lessons from three audiences — anxious/first-time learners, parents booking for teens, and NDIS participants — using low-budget targeted ads that do the selling for him.
📌 The Opportunity
- Anxiety-friendly driving instruction is massively underserved in Adelaide's NE
- NDIS registration is a huge competitive moat — very few instructors have it
- One Tree Hill to Gepps Cross is a large, densely populated catchment
- Olly's patient, no-nonsense approach is a genuine point of difference
- Square booking is already live — just needs more people pointed at it
✅ The Strategy
- Google Ads for high-intent searches ("driving lessons Adelaide NE")
- META Ads for emotional resonance with anxious learner audience
- Dedicated NDIS outreach via support coordinator networks and Facebook groups
- Student testimonials as the primary creative engine
- Automated booking flow so Olly never plays phone tag
Key principle: The anxious learner market responds to authenticity, patience, and proof — not polish. Olly's genuine personality, his Camry setup, and real student stories will outperform any professionally designed ad. The message is calm, safe, and "I've got you."
Section 02
Target Audiences & Segmentation
Google Audiences
NDIS
😰 Audience 1 — Anxious & Nervous Learners
- Age 17–35, failed previous lessons or had bad experiences
- Adelaide NE suburbs: Modbury, Gawler, Elizabeth, Tea Tree Gully
- Motivated by: feeling safe, no judgment, going at their own pace
- META targeting: "Anxiety", "Nervous driver", "Learner drivers Australia"
- High-value: likely to book multiple lessons, leave great reviews
👨👩👧 Audience 2 — Parents of Teen Learners
- Age 38–55, kids aged 16–20 just got their learner's permit
- Homeowners in the NE Adelaide suburbs and outer north
- Motivated by: safety, accountability, structured lessons
- They do the searching and booking — kids don't
- META targeting: "Parents of teenagers", "High school parents SA"
♿ Audience 3 — NDIS Participants
- People with disability, mental health conditions, or ASD seeking independence
- Referred via NDIS support coordinators and plan managers
- NOT primarily found through paid ads — see Section 5 for dedicated strategy
- Motivated by: qualified, patient, understanding instructor
- High LTV: often complete full lesson programs, refer others
🔄 Audience 4 — Lapsed / Late Learners
- Age 25–50, had a licence, let it lapse or never finished
- Often embarrassed to admit they "still can't drive"
- Very emotionally resonant audience for Olly's patient approach
- Messaging: "It's never too late. No judgment. Let's just start."
- META interest targeting: "Adult learner drivers", "Driving confidence"
🛠️ How to build your custom META audiences — step by step
▼ Show steps
1
Create a Meta Business account
Go to business.facebook.com, sign in with your personal Facebook, and create a Business account for Northeast Road Craft. This houses your ad account, page, and pixel in one place.
Create Meta Business account →
2
Create a Website Visitors custom audience
In Ads Manager → Audiences → Create Audience → Custom Audience → Website. Select "All website visitors," 180-day window. Name it "Website Visitors 180d". Requires the Meta Pixel installed first (see Section 3).
3
Create a Page Engagers audience
Create Audience → Custom Audience → Facebook Page. Select "Everyone who engaged with your Page" → 365 days. Name it "Page Engagers 365d". This covers everyone who liked, commented, or messaged Northeast Road Craft.
4
Create a Lookalike Audience
Once your custom audiences hit 100+ people (takes a few weeks), go back and create a Lookalike Audience. Source: "Website Visitors 180d". Location: Australia. Size: 1%. This finds Adelaide-area people who behave like your existing website visitors.
Note: The driving lesson market in Adelaide NE is geographically tight. Keep your radius to 40–50km from One Tree Hill. Going broader wastes budget on people you can't service.
Section 03
META Ads Campaign Structure
META strength for Olly: Emotional storytelling. The anxious learner and parent audiences respond to empathy, transformation stories, and trust signals — all things META handles better than Google. Start here to build brand awareness, use Google for intent capture.
📹 Campaign 1 — Awareness (Anxious Learner)
- Objective: Video Views / Reach
- Format: 20–40s talking-head video from Olly OR student testimonial
- Hook: "Nervous about driving? You're not alone — and it's fixable."
- Geo: 50km from One Tree Hill, SA
- Age: 17–40, all genders
- Budget: $5–$8/day to start
👨👩👧 Campaign 2 — Parents of Teens
- Objective: Traffic → Square booking page
- Format: Static image or short video
- Hook: "Your teen just got their L plates. Here's how to make sure they're actually safe."
- Targeting: Age 35–55, "Parents", Adelaide NE
- Highlight: NDIS, Camry safety features, structured approach
- Budget: $5/day
📋 Campaign 3 — Lead Gen / Booking
- Objective: Leads (META native form) or Link Clicks to Square
- Audience: Retargeting — website visitors + page engagers
- Offer: "Book your first lesson — calm, structured, no pressure"
- Form fields: Name, phone, suburb, experience level
- Budget: $8–$10/day (warmest audience = best conversion)
✍️ Ad Copy Formulas
- Lead with the feeling, not the service: "Driving doesn't have to be scary."
- Social proof first: "32 nervous learners got their licence this year — here's their secret."
- Parent angle: safety + structure + a trusted adult (not them)
- NDIS angle: "NDIS-funded lessons available. Experienced with all learning styles."
- Late learner angle: "No judgment. No pressure. Just driving."
✍️ Specific Ad Copy to Test
Anxious Learner Hook
"If the thought of driving gives you anxiety — I get it. That's literally who I'm here for. I'm Olly, and I teach nervous drivers across Adelaide's northeast to get their licence without the panic. Calm car. Calm instructor. Your pace, always. 📞 Book a lesson today."
Parent Hook
"Your teen has their L plates. Now what? At Northeast Road Craft, I teach structured, systematic driving in a 2021 Toyota Camry with dual brake controls. Calm, patient, and I'll tell you honestly when they're ready — not string out lessons for the money."
Late Learner Hook
"Still haven't got your licence? Whether you're 25 or 55, there's no judgment here. I've helped dozens of adult learners who thought they'd missed their chance. One lesson at a time. Let's fix that."
🛠️ How to install the META Pixel on your Squarespace site and launch your first campaign — step by step
▼ Show steps
1
Create your Meta Pixel
In Meta Business Suite → Events Manager (left menu) → Connect Data Sources → Web → Meta Pixel. Name it "Northeast Road Craft Pixel." Copy your Pixel ID (a 15-digit number shown on screen).
2
Install the Pixel on Squarespace
Squarespace has a native Meta Pixel integration. In your Squarespace dashboard → Settings → Developer Tools → Facebook Pixel. Paste your Pixel ID in the box and click Save. No code needed. Alternatively: Settings → Advanced → Code Injection → paste the full pixel code in the Header. Test it by visiting your site and checking "Test Events" in Meta Events Manager.
3
Create your first META campaign
In Ads Manager → Create → choose "Awareness" as the objective. Name it "NE Road Craft — Awareness — Anxious Learner — [Month]". Enable Advantage Campaign Budget. Set $7/day.
4
Set your Ad Set audience
Location: Adelaide, South Australia + 50km radius. Age: 17–45. Detailed Targeting: add "Anxiety disorders," "Learner drivers," "Driving school," "Nervous system." Turn on Advantage+ Audience so META can broaden if needed.
5
Upload your ad creative and publish
At the Ad level, record a simple 30–60 second video of Olly speaking to camera: "If driving makes you anxious, this is for you..." Add captions in META directly (click "Edit Video" → "Auto-generate captions"). Set CTA to "Book Now" linking to your Square booking page. Hit Publish.
Olly's secret weapon: A genuine 45-second video of him talking directly to camera — calm, friendly, no script — will consistently outperform any graphic ad. Film it on an iPhone in natural light. Don't overthink it.
Section 04
Google Ads & Google Business Profile
Search Ads
Google Business
Free GBP
Google is where intent lives. When someone types "driving lessons Modbury" or "anxious driver instructor Adelaide" they are ready to book. Google Search Ads capture this high-intent moment. Your Google Business Profile does the heavy lifting for free — it must be fully optimised before any ads go live.
⭐ Priority 1 — Google Business Profile (Free)
- Set up and fully optimise before spending a cent on ads
- Categories: "Driving School", "Truck Driving School" (broadens reach)
- Upload photos: Olly in the Camry, the dual brake setup, student celebrations
- Enable messaging + booking button linking to Square
- Get 10+ reviews before running ads (social proof critical for this service)
- Post updates weekly: seasonal offers, student successes (with permission)
🔎 Search Campaign — Intent Keywords
- Phrase match only: "driving lessons [suburb]" format
- Core keywords: "driving lessons Adelaide northeast", "driving instructor Modbury", "nervous driver lessons Adelaide", "NDIS driving lessons SA"
- Negative keywords: motorcycle, truck, heavy vehicle, Melbourne, Sydney, Hobart
- Landing page: send to Square booking page directly
- Budget: $15–$20/day to start
📍 Local Service Ads (LSA)
- Check if driving schools qualify for LSA in SA — apply at ads.google.com/local-services-ads
- If available: pay per lead, not per click
- "Google Screened" badge replaces "Google Guaranteed" for service providers
- Requires background check and verification
- Worth setting up even if it takes a few weeks
🎯 Keyword Groups to Build
- "Driving lessons [suburb]" — Elizabeth, Gawler, Modbury, Tea Tree Gully, Angle Vale, Gepps Cross
- "Nervous learner driving instructor Adelaide"
- "Anxious driver lessons South Australia"
- "NDIS driving lessons Adelaide"
- "VORT test Adelaide" / "Vehicle On Road Test SA"
- "Driving instructor One Tree Hill"
🛠️ How to set up your Google Business Profile and launch Google Search Ads — step by step
▼ Show steps
1
Claim or create your Google Business Profile
Go to business.google.com and sign in. Search for "Northeast Road Craft" — if it appears, click "Claim this business." If not, click "Add your business." Primary category: "Driving School." Add your address as One Tree Hill SA 5114. Choose "I deliver goods and services to customers" and set your service area as all the NE Adelaide suburbs you cover.
Open Google Business Profile →
2
Fully optimise your profile
Write a full business description (mention NDIS registration, anxious learner specialisation, 2021 Camry, One Tree Hill, suburbs covered). Upload at least 10 photos: Olly, the car interior showing dual brakes, student celebrations, the car exterior. Set hours as Mon–Sat 8:30am–6pm. Add your phone, website, and the Square booking link as a "Book Online" button.
3
Request your first 10 Google reviews
In your GBP dashboard, click "Get more reviews" to copy your unique review link. Send this to every past student via text: "Hey [name], thanks for your lessons! If you have a moment, a Google review would mean a lot. It only takes a minute: [link]". Do this for every past student you can contact. Reviews are the #1 thing that converts Google searchers into bookings.
4
Create a Google Ads account in Expert Mode
Go to ads.google.com → New Campaign → Goal: "Get more phone calls" or "Get more website traffic." When Google tries to set up a Smart Campaign, scroll down and click "Switch to Expert Mode." Create a Search campaign. Location: Adelaide SA + 50km. Daily budget: $15. Bidding: Clicks to start.
Open Google Ads →
5
Build your keyword ad groups
Create separate ad groups for: (1) Location-based — "driving lessons [suburb]" for each suburb, (2) Niche — "nervous learner instructor Adelaide", "anxious driver lessons SA", (3) NDIS — "NDIS driving lessons Adelaide SA", (4) VORT — "Vehicle On Road Test Adelaide", "VORT test SA". In each ad group, write a responsive search ad with 10+ headlines and 4 descriptions. Always include the suburb or area name in headlines where possible.
6
Add call and location extensions
In your Google Ads account → Extensions → Call Extension: add 0494 408 301. Sitelink Extension: add links to Pricing, NDIS page, Meet Olly, and the direct booking link. Location Extension: link your Google Business Profile. These extensions make your ad bigger and give people more ways to contact you directly from the search results.
Budget priority: Get your GBP fully set up and get 10 reviews FIRST. This is 100% free and will generate bookings on its own. Only start paid ads once you have reviews — otherwise you're paying for clicks that bounce when people see an empty profile.
Section 05
NDIS Marketing Strategy
NDIS Registered
Referral Networks
This is Olly's biggest competitive advantage. Very few driving instructors in Adelaide are NDIS registered. This is a largely untapped referral channel that can fill a significant portion of the weekly schedule at a premium rate, with minimal paid advertising required.
🤝 Channel 1 — Support Coordinators
- Support coordinators recommend services to NDIS participants
- Build a list of all registered support coordinators in NE Adelaide
- Send a personal email/letter introducing Northeast Road Craft and your NDIS registration
- Include a one-page PDF overview: services, pricing, registration number, contact
- Follow up monthly — become the "go-to driving instructor" in their network
🏢 Channel 2 — Disability Organisations
- Contact local disability support organisations (Novita, Minda, Life Without Barriers SA)
- Offer to be listed on their community resources pages
- Ask to present at a community event or staff meeting
- Scope for referral partnership arrangements
📱 Channel 3 — NDIS Facebook Groups
- Search Facebook for: "NDIS Adelaide", "NDIS SA participants", "Disability SA community"
- Join groups as Northeast Road Craft page
- Post authentically: "I'm an NDIS-registered driving instructor based in NE Adelaide — happy to help anyone looking to get their licence"
- Never spam — one helpful post per group per month is plenty
🌐 Channel 4 — Online Directories
- List on the NDIS Provider Finder (already registered — just ensure profile is complete)
- List on Clickability (Australia's NDIS provider review platform)
- List on Careseekers and Hireup if applicable
- These directories are searched by participants and coordinators — free listings
Key message for NDIS outreach: "I work with students across all learning styles, including those with ASD, anxiety, physical disabilities, and acquired brain injuries. I hold full NDIS registration and use patient, structured, diagram-based teaching. I'm based in One Tree Hill and cover all of northeast Adelaide."
🛠️ How to reach NDIS support coordinators and get listed on key directories — step by step
▼ Show steps
1
Update your NDIS Provider Finder profile
Log in to myplace.ndis.gov.au as a registered provider. Ensure your profile lists your registration number, service description (driving lessons), service areas (northeast Adelaide SA), and contact details. Add a clear description emphasising your experience with different learning styles. This is how participants and coordinators find you for free.
NDIS Provider information →
2
Create a one-page NDIS information sheet
In Canva, create a professional one-pager with: Northeast Road Craft logo, "NDIS Registered Driving Instructor — Adelaide Northeast," Olly's photo, registration number, services offered, teaching approach, suburbs covered, pricing note ("NDIS-funded lessons available"), phone, email, and website. Save as PDF. This is what you email or hand to support coordinators.
3
Find support coordinators in your area
Search the NDIS Provider Finder for "Support Coordination" in "Adelaide SA 5000" and nearby postcodes. Make a list of organisations and their contact emails. Also search on Google: "NDIS support coordinator Adelaide northeast." Build a spreadsheet with name, organisation, email. Aim for 20–30 contacts to start.
4
Send your introduction email
Subject: "NDIS Driving Instructor — Northeast Adelaide — Oliver Page." Body: Introduce yourself, mention your NDIS registration number, describe your approach with participants (patient, structured, diagram-based), list your service area, and attach the one-pager PDF. Keep it short — 5 sentences. End with: "Happy to chat any time — 0494 408 301." Send to all contacts on your list. Follow up after 3 weeks to anyone who didn't reply.
5
List on Clickability
Go to clickability.com.au → "List Your Service." Complete a full provider profile. Clickability is the main NDIS review platform in Australia — participants and coordinators use it to find and vet providers. Free to list. Ask your existing NDIS students to leave a review there as well as on Google.
List on Clickability →
Time investment: This outreach takes about 3–4 hours to set up and 30 minutes per month to maintain. One referral relationship with an active support coordinator can generate multiple ongoing students per month at your full rate.
Section 06
Budget Allocation
Google
Starting budget recommendation: $500–$800/month total ad spend. At $110/hr per lesson, a single new student who completes 10 lessons ($1,100 revenue) more than covers a month's ad spend. The maths is extremely favourable.
| Channel | Monthly Budget | Purpose | Expected Output |
|---|---|---|---|
| Google Search | $250–$400 | Intent capture — "driving lessons [suburb]" | 15–35 clicks/mo |
| META — Anxious Learner | $100–$150 | Awareness, video reach | 3k–10k impressions |
| META — Parents of Teens | $80–$120 | Traffic to booking page | 200–600 reach |
| META — Retargeting/Leads | $80–$130 | Booking conversions | 3–8 leads/mo |
| TOTAL | $510–$800 | Full-funnel coverage | 8–20 leads/mo |
📈 Scaling Logic
- Month 1–2: Learn phase — don't adjust budgets
- If calendar is less than 70% full, increase Google by $100/mo
- Spring (Sep–Nov): peak learner season — increase budgets 20–30%
- January: many new year L-plate starters — boost META awareness
- If NDIS referrals are flowing, reduce paid ads proportionally
💡 ROI Reality Check
- Average student: 8–12 lessons at $110 = $880–$1,320 revenue
- VORT packages add $500+ on top
- Cost per booked student target: under $80
- At $700/mo ad spend → need only 9 new students to break even 10:1
- Word of mouth from happy students amplifies ROI over time
🛠️ How to set budgets and ad scheduling in Google and META — step by step
▼ Show steps
1
Set Google Search daily budget
In your Google Ads campaign → Settings → Budget. Start at $12/day ($360/mo). Google may spend slightly more on high-traffic days but evens out over the month. Do not increase until you've had at least 30 days of data.
2
Set Google Ad Schedule
In Google Ads → your campaign → Ad Schedule. Set to Mon–Sat, 8am–7pm only. This matches Olly's teaching hours — no point paying for clicks at midnight when no-one can reach you or book.
3
Set META campaign budgets via Advantage Campaign Budget
When creating each META campaign, enable "Advantage Campaign Budget" at the campaign level. Set: Anxious Learner Awareness $5/day, Parents campaign $4/day, Retargeting/Lead Gen $4/day. META will automatically shift spend to whichever ad set is performing best within each campaign.
4
Set a META spend alert
In Ads Manager → Tools → Automated Rules → Create Rule. Set: "If total spend across all campaigns exceeds $[monthly limit]" → "Send notification and pause all campaigns." This is your safety net against accidental overspend.
5
The calendar-fill scaling rule
Check Olly's Square calendar every Monday. If more than 4 lesson slots are empty that week, increase Google budget by $3/day for that week only. If the calendar is full, pause META campaigns (keep Google running — it captures people already searching). This ties ad spend directly to available capacity.
Section 07
Content & Creative Strategy
CapCut
Canva
iPhone Camera
Claude / ChatGPT
The golden rule for Northeast Road Craft: Trust is the product. Every piece of content should make a nervous or anxious person feel safe, understood, and like Olly is the right person to help them. Authenticity beats production value every time in this category.
✓
Film a 60-second "meet Olly" intro video — calm, natural, iPhone in the car or garden. "I teach nervous drivers. Here's how I approach it..." This is your #1 ad asset.
✓
Get 3 video testimonials from current or past students — 20–30 seconds each, on their phone. "I was terrified of driving. Olly helped me get my licence in [X] weeks." Pure gold.
✓
Film a 30-second walkthrough of the Camry's safety features — especially the dual brake pedal. Parents and NDIS participants love this.
✓
Ask every student who passes to send a selfie or message at the test centre. Post this (with permission) as a celebration post on Facebook. "Congrats [name] on passing your VORT today!" — enormous social proof.
✓
Use Canva to create 3 reusable graphics: (1) pricing card, (2) "Serving [suburb list]" geographic ad, (3) NDIS registered badge graphic. Update monthly.
✓
Post on Facebook once per week: rotate between student pass celebrations, tips ("How to handle roundabouts"), behind-the-scenes of a lesson, and seasonal booking reminders.
✓
Use Claude or ChatGPT to write 5 variations of your core ad copy in 2 minutes. Prompt: "Write 5 Facebook ad variations for a patient driving instructor in Adelaide targeting anxious learners. Tone: warm, reassuring, no pressure."
📅 Monthly Content Calendar
- Week 1: Student pass celebration post (real person, real moment)
- Week 2: Tip or education post ("What to expect on your first lesson")
- Week 3: Olly video — address a common fear ("intersections," "parallel parking")
- Week 4: Booking reminder with pricing and direct link
🛠️ How to film Olly's intro video and set up your Canva brand kit — step by step
▼ Show steps
1
Film the "Meet Olly" video — no script needed
Set your iPhone to front camera, prop it on the dashboard or have someone hold it. Sit in the driver's seat or outside the Camry on a bright morning. Just talk naturally for 45–60 seconds covering: who you are, who you help (nervous/anxious learners), how you teach, and what to do next (call or book online). Natural stumbles are fine — they make you trustworthy. Film 2–3 takes and pick the best one.
2
Edit the video in CapCut
Download CapCut free on your phone. New Project → select your video. Trim the start and end. Tap Text → Auto Captions (CapCut transcribes your speech automatically — fix any errors). Add a text overlay at the start: "Nervous about driving? Watch this." Export at 1080p. This video works as a Facebook post, a Facebook Ad, and an Instagram Reel.
Download CapCut →
3
Set up your Canva brand kit
Go to canva.com → sign up free → Brand Kit. Upload your logo (from your website — right-click → save image). Brand colours: use your website's navy/blue and white. Font: Plus Jakarta Sans or DM Sans (clean and modern). Create 3 templates: (1) a Facebook Post with pricing, (2) a "Serving [suburb]" graphic, (3) an NDIS badge graphic. Save as templates to reuse.
Open Canva →
4
Schedule your first month of Facebook posts
In Meta Business Suite (free on web or phone app), go to Posts → Create Post. Write your post, add your image or video, then instead of "Publish" click the dropdown arrow and select "Schedule." Set one post per week for the next 4 weeks. Meta Business Suite will post them automatically. Once a month you batch-create and schedule — 60 minutes, sorted for the month.
Section 08
AI Tools Stack
AI-Powered
Mostly Free
Goal: Olly teaches driving. Everything else — scheduling, follow-ups, review requests, content captions, ad copy — gets automated or assisted by AI tools. Total stack cost: ~$50–$70/month.
Square Appointments
Already live. Ensure the booking link is on every ad, every post, and your GBP. This is the core conversion tool.
Already active
Claude / ChatGPT
Write ad copy, Facebook posts, email follow-ups, NDIS outreach letters, review request SMS scripts
FREE tier available
CapCut
Auto-captions on testimonial videos, trim and edit talking-head videos, add text overlays — 5 minutes per video
FREE
Canva
Pricing graphics, suburb coverage ads, NDIS badge, social posts — all from reusable templates
FREE tier sufficient
Google Looker Studio
Free dashboard: Google Ads + META performance in one view. Check in 15 min per week.
FREE
MailerLite
Automated email follow-up to leads who don't book immediately. 5-email nurture sequence.
FREE up to 500
Make.com
Connect META lead forms → email to Olly + thank you email to lead + add to Google Sheet CRM
$9/mo
Review request SMS (manual)
After every pass: send a templated text asking for a Google review. Takes 30 seconds. Worth every one.
FREE (manual)
Meta Business Suite
Schedule a month of Facebook posts in one 60-minute session. Auto-replies on Messenger after hours.
FREE
Total tech stack cost: ~$9–$50/month depending on what you set up. The heavy lifting is free tools used smartly.
Section 09
90-Day Launch Plan
Phased Rollout
Week 1–2 — Foundation (Free)
Set up everything before spending a cent on ads
Claim and fully optimise Google Business Profile. Install META Pixel on Squarespace site. Connect Facebook Page to Meta Business Suite. Film "Meet Olly" video. Request Google reviews from all past students. Set up Canva brand kit and 3 templates. Set up MailerLite account and write welcome email.
Week 3–4 — NDIS Outreach (Free)
Start NDIS referral network before paid ads
Create NDIS one-pager PDF in Canva. Build list of support coordinators in NE Adelaide. Send introduction emails. List on Clickability and update NDIS Provider Finder profile. Join relevant Facebook groups. Post intro message in 2–3 NDIS Adelaide groups. This channel is free and high-value — start it early.
Month 2 — First Paid Campaigns
Launch Google Search + META Awareness
Launch Google Search campaign ($12/day) targeting location + niche keywords. Launch META Awareness campaign with Olly's intro video ($5–$7/day). Ensure Square booking link is prominent everywhere. Set up Make.com automation for lead follow-up. Don't change anything for 2 weeks — let the platforms learn.
Month 2 Week 3 — Add Retargeting
Launch META retargeting and parents campaign
By now your pixel has collected enough data. Launch META Retargeting campaign targeting website visitors and page engagers ($4/day). Launch Parents of Teens campaign with the parent-focused ad copy ($4/day). A/B test 2 creative variations per campaign. Review first month of Google data — pause any keywords with zero results.
Month 3 — Optimise and Automate
Double down on what's working, automate the rest
Identify top performing ad and increase budget 20%. Build lookalike audience from website visitors. Set up ManyChat for Facebook Messenger auto-reply. Begin collecting video testimonials from passed students. Set up the Looker Studio dashboard for weekly reporting. At this point the machine should be largely running itself.
Section 10
Automation & Weekly SOPs
Make.com
MailerLite
Square
Target: Olly spends 90 minutes per week on marketing. Everything else is automated. Teaching is the job — not content creation or chasing enquiries.
<$80
Target cost per booked student
4.8★
Target Google review average
<2h
Target weekly marketing time
30min
Max lead response time target
⚡ Automation 1 — Enquiry Response
- Trigger: META Lead Form submission
- Action 1: Instant email to Olly with lead details
- Action 2: Automated thank you email to lead with Square booking link
- Action 3: Add to Google Sheet CRM
- Action 4: Add to MailerLite nurture sequence
- Tool: Make.com ($9/mo)
⭐ Automation 2 — Review Requests
- After every student passes: send this SMS within 24 hours
- Message: "Congrats on passing! It was a pleasure helping you get there. If you have 2 mins, a Google review means a lot: [GBP review link]"
- Follow up 7 days later if no review: "Hey [name], just following up — that review link if you get a chance: [link]"
- Tool: Manual SMS (or automate via NiceJob at $75/mo if volume grows)
📧 Automation 3 — Lead Nurture
- Day 0: "Thanks for your enquiry — here's what to expect"
- Day 2: "A few students who were just like you..." (testimonial stories)
- Day 5: "How lessons work at Northeast Road Craft" (process walkthrough)
- Day 10: "Still thinking about it? Book your first lesson this week."
- Tool: MailerLite (free)
💬 Automation 4 — Facebook Messenger
- Set up an instant reply in Meta Business Suite for Messenger
- Message: "Thanks for reaching out! I'm usually on the road teaching. Here's my booking link: [Square link]. For urgent questions call 0494 408 301."
- This handles after-hours enquiries without Olly needing to respond
- Tool: Meta Business Suite (free)
🗓️ Olly's Weekly Marketing Routine — Target: 90 Minutes Total
- Monday AM (15 min): Check Google Looker Studio — any campaigns wasting money? Check enquiries from the weekend.
- After every pass (10 min): Post student celebration on Facebook + send Google review SMS
- Friday PM (60 min): Schedule next week's Facebook post, reply to any comments/reviews, check the Google Search Terms report for new negatives to add
- Monthly (30 min): Review ad spend vs bookings. Refresh any ad running for 4+ weeks. Update NDIS outreach list if needed.
🛠️ How to build the Make.com lead automation (META form → email to Olly + thank you email + Google Sheet) — step by step
▼ Show steps
1
Sign up for Make.com
Go to make.com and sign up free. You get 1,000 operations/month — plenty to start. Create a new Scenario (their word for an automation workflow).
Sign up for Make.com →
2
Add the META Lead Forms trigger
In your scenario, click the first module → search "Facebook Lead Ads." Connect your Facebook account. Select Northeast Road Craft page and the lead form you created. This fires every time someone submits the form.
3
Add an email notification to Olly
Add a Gmail (or Email) module. To: olly's email address. Subject: "New driving lesson enquiry — [Lead Name]." Body: include name, phone number, suburb, and experience level from the form fields. Olly gets an instant alert on his phone when a lead comes in.
4
Add a thank you email to the lead
Add another Email module. To: map to the lead's email field. Subject: "Thanks for your enquiry — Northeast Road Craft." Body: "Hi [name], thanks for getting in touch! I'll be in contact within a few hours. In the meantime, feel free to grab a lesson slot directly here: [Square booking link]. — Olly, 0494 408 301."
5
Add a Google Sheets CRM row
Add a Google Sheets module → "Add a Row." Create a spreadsheet called "Northeast Road Craft Leads" with columns: Date, Name, Email, Phone, Suburb, Experience, Status. Map each lead form field. This gives Olly a running list of all enquiries to follow up.
6
Test and activate
Click "Run Once." Submit a test entry on your META lead form. Confirm the notification email arrives, the thank you email sends, and the sheet gets a row. If all working, toggle the scenario to "On." It now runs 24/7 automatically.
This is worth building. Driving lesson enquiries are high-intent and time-sensitive. People searching for a driving instructor in the evening will often book the first instructor who responds. An instant automated reply means Northeast Road Craft always responds first.
🛠️ How to set up Facebook Messenger auto-reply and MailerLite email nurture — step by step
▼ Show steps
1
Set up Facebook Messenger instant reply
In Meta Business Suite → Inbox → Automations → Instant Reply. Toggle it on. Write your message: "Hi! Thanks for getting in touch with Northeast Road Craft. I'm usually on the road teaching, but I'll get back to you very soon. You can also book a lesson directly here: [Square link]. For urgent enquiries call Olly on 0494 408 301." This replies automatically 24/7, free, no app needed.
2
Set up MailerLite account and subscriber group
Go to mailerlite.com → sign up free. Create a Group called "Driving Lesson Enquiries." Go to Automations → Create Automation → Trigger: "When subscriber joins a group." This fires your email sequence for every new enquiry you add.
Sign up MailerLite →
3
Write your 4-email nurture sequence
Email 1 (Day 0): Subject "Your enquiry — Northeast Road Craft." Friendly introduction, Square booking link, Olly's number. Email 2 (Day 2): Subject "Two students who felt exactly like you." Share 2 brief student stories. Email 3 (Day 5): Subject "How a lesson with Olly actually works." Explain the first lesson process step by step. Email 4 (Day 10): Subject "I've got a slot this week if you want it." Direct booking CTA.
4
Connect Make.com to MailerLite
In your Make.com scenario, add a final module: "MailerLite" → "Create/Update Subscriber." Map the lead's email and name, and set the group to "Driving Lesson Enquiries." Now every META lead form submission automatically enters the email nurture sequence without any manual work.