Short‑form, local lead‑gen ads, and clean reporting—one scroll.
This single page demonstrates what matters for a junior SMM: a 30‑day calendar, three short‑form samples, two ad mockups, a reporting snapshot, and two micro case studies. Built to be skimmed in under a minute.
See calendar Download calendar (CSV) Download reporting (CSV)
30‑day content calendar (TikTok + IG Reels)
Cadence: 4–5 posts/week + one engage block. Starter KPIs: completion 25–35% (20–35s), save/share 3–5% on checklists/how‑tos, follower growth 3–8% (spec brand).
| Date | Platform | Type | Angle | Hook | CTA | Purpose |
|---|---|---|---|---|---|---|
| 2025-09-08 | TikTok | Post | Offer/How‑to | $79 AC tune-up—what’s included? | DM 'TUNE' for the checklist + booking link. | Reach |
| 2025-09-09 | IG Reels | Post | Education | 3 signs your AC is wasting money | Save this and check your unit today. | Consideration |
| 2025-09-10 | TikTok | Post | Myth‑bust | Filter myth-bust: MERV ratings made simple | Comment your current filter size. | Conversion |
| 2025-09-11 | IG Reels | Post | How‑to | Thermostat schedule that saves 10–15% | Comment 'SCHEDULE' for the template. | Reach |
| 2025-09-12 | Both | Community Engage | Reply to 20 local comments; DM 5 local realtors/PMs; comment on 10 neighborhood posts. | Relationship | ||
| 2025-09-13 | TikTok | Post | Proof/Before‑After | Before/After: coil cleaning | Share with a friend who delays cleaning. | Consideration |
| 2025-09-14 | Both | Planning | Pick 5 hooks; script 2 shorts; prep covers; list local hashtags. | Ops | ||
| 2025-09-15 | IG Reels | Post | Checklist | Emergency call: what to check first | Bookmark for emergencies. | Conversion |
Full CSV available above. Includes hooks, captions, CTAs, and purposes for 30 entries.
Three short‑form samples (20–35s)
Sample 1 — Offer explainer (“$79 tune‑up”)
Hook: What a real tune‑up includes in 20 seconds.
Shots: van arrival → filter check → coil peek → thermostat set → end‑card.
Caption: Same‑week booking. #hvac #tuneup #home
CTA: DM “TUNE” for the checklist + booking link.
Sample 2 — Filter/airflow myth‑bust
Hook: The filter mistake that chokes your system.
Shots: wrong MERV close‑up → airflow meter → correct swap → temp at vent.
Caption: Breathe easier, spend less. #iaq
CTA: Comment your filter size.
Sample 3 — POV diagnostic
Hook: Hear this squeal? That’s a $20 fix (sometimes).
Shots: unit exterior → panel open → belt/capacitor cue → safe close.
Caption: Try these checks before calling. #maintenance
CTA: Record the sound and DM for help.
Ad mockups
Static lead‑gen (1080×1080)
Copy: “$79 AC Tune‑Up — Same‑Week Slots. Book now.”
Targeting (Meta): 15–25mi radius around [Your City]; homeowners interests; age 28–65.
Budget: $15/day × 7 days.
Learn: CTR ≥1.0–1.8%; CPC $1–$3 (market‑dependent).
Short video (1080×1920, 15–20s)
Script: hook (“what’s included”) → 3 quick checks → end‑card with phone/URL.
Targeting (TikTok Ads): city geofence; Home improvement, DIY, New homeowners.
Budget: $20/day × 7 days.
Learn: 6‑sec view rate 35–45%; CPV(6s) ≤ $0.02–$0.06.
Reporting snapshot (lead‑aware)
Overview (example)
| Top post completion % | 34.8% |
| Save rate (avg) | 4.1% |
| Best ad CTR | 1.3% |
| Leads (sample week) | 11 |
Values simulated to illustrate structure.
Top content (sample)
| Post | Views | Avg View (s) | Completion % | Shares | Saves | Leads |
|---|---|---|---|---|---|---|
| HV-01 (TikTok) | 7600 | 17.2 | 30.1% | 94 | 221 | 6 |
| HV-02 (IG Reels) | 5100 | 16.4 | 27.9% | 58 | 189 | 3 |
| HV-03 (TikTok) | 11850 | 19.1 | 34.8% | 176 | 402 | 11 |
| HV-04 (IG Reels) | 3300 | 13.9 | 23.6% | 27 | 97 | 1 |
CSV downloads available above.
Micro case studies (simulated)
Case 1 — $79 tune‑up promo
Hypothesis: Offer explainer + before/after lifts saves and form fills.
Content: 10 shorts, 1 static ad, 1 video ad.
Result (sim): completion 32%; saves 4.3%; 9 leads/week @ mixed CPL.
Next: Add testimonial UGC and geo‑specific hooks.
Case 2 — Furnace pre‑season
Hypothesis: Safety checklist + myth‑bust increases consult DMs.
Content: 8 Reels + 2 FAQs; 1 lead‑gen form ad.
Result (sim): consult DMs 3 → 10/week; best ad CTR 1.2%.
Next: Add tech on camera and pricing anchors.
Tool stack
Creation
Canva, CapCut, native editors
Scheduling
Buffer or Later
Ads & Reporting
Meta Ads, TikTok Ads, Google Sheets/Looker
Contact
Email: you@example.com • Booking: add your link
This is a SPEC portfolio. Replace brand/geo/offer before use.