Web Conductors Lead Funnels · Client Flo Pro Case 1 — Foundational Fertility Method Internal

What a lead-generation funnel looks like when every asset exists.

The Foundational Fertility Method — Dr. Katie Black, ND — is our reference build. Not because the copy is clever, but because the whole surface area is covered: cold video ads in four placements, a landing page carrying a long-form VSL, a talking-head email sequence, and a retargeting set for the people who didn’t book the first time. Everything below is her real file, not a mock-up. This is the concept we pitch Lead Funnels from: one starting point, two optional layers, and an honest account of what the buyer gets for each step up.

42video masters
10ad concepts
13static units
23:53finished runtime
6.13GBon disk
54KTikTok reach

Follow one stranger through it

Four surfaces, four different jobs. The mistake most funnels make is asking one asset to do all four. Here each one is shown where it actually appears — in the feed, in a browser, in an inbox.

1Cold reach · Meta

The ad has three seconds and one job: earn the click.

A woman who has never heard of Katie is scrolling. The ad has to stop her, say what this is in plain words, and move her off Meta — without ever implying she has a condition, which is the line that gets fertility ads rejected.

What it does

Buys attention and hands it to the page. Nothing else. It does not explain the program, it does not sell the price, it does not close.

  • 10 concepts — 5 cold, 5 retargeting
  • 4 placements each — 1:1 feed, 4:5 feed, 9:16 Stories and Reels, 16:9 in-stream
  • 12 to 34 seconds — hook in the first line, CTA on screen by the end
  • 13 statics alongside the video, for the placements where video costs more than it returns
  • 54K TikTok followers at @dr.katieblack.nd — every 9:16 export doubles as an organic Reel or TikTok, at no extra production cost
  • Zero outcome claims, condition questions or pregnancy imagery, in any unit
9:41
dr.katieblack.ndSponsored
Book now

dr.katieblack.nd A structured, doctor-designed program for women's reproductive wellness.

9:41
Reels
1.2K 84
dr.katieblack.nd· Sponsored

The Foundational Fertility Method — a structured program with 1:1 support.

Book a free discovery call
2The page · long-form VSL

The page carries everything the ad legally can't.

One click later she is off Meta and on our surface, where the rules change. This is where the founder story, the method, the eight areas, the price and the honest "this isn't for you if…" filter live — wrapped around a two-and-a-quarter minute video of Katie talking straight to camera.

What it does

Turns a click into a booked discovery call. The VSL does the persuading; the page below it answers the objections the video raises.

  • 2:14 VSL at the hero — cut from the 2:46 master, three segments removed on compliance grounds
  • Hand-built, not a template — 17px body, no overflow at 390px wide
  • Eight areas, pricing verbatim, 5 FAQs, curated testimonials, application form
  • Frame is live — scroll it, play the VSL, it is the real page
The Foundational Fertility Method
foundationalfertilitymethod.com/method
Live page — scroll inside, press play on the VSL
3Automation · email

She booked. Now a human face has to keep the appointment.

The gap between booking and showing up is where most discovery-call funnels bleed. A text-only confirmation is a receipt. A 57-second video of the doctor saying "I'm glad you reached out, here's exactly what happens on our call" is a commitment device — and the shoot produced four of them.

What it does

Protects the show rate, sets the agenda before the call, and keeps warming the ones who booked and then went quiet.

  • 4 email videos — welcome plus three sequence beats, 0:54 to 1:40
  • Burned-in captions word by word, because most of this is watched on mute
  • Screen recording of the real booking calendar inside the welcome video
  • 9 long-form masters in total, 4.92 GB, all 4K except two

Worth being exact: no email client plays video inline. The email carries this frame as a linked still; the player below is what opens when she taps it.

Inbox — 1 new

You're booked — here's what happens on our call

Dr. Katie Black, NDto me · Foundational Fertility Method

Hi — thank you for booking. Before we talk, I recorded a short video so you know exactly what to expect and what to bring.

Dr. Katie Black welcome video
0:12 / 0:57

It's completely virtual, so all you need is a quiet space and an internet connection.

Add to your calendar

— Dr. Katie Black, ND
The Foundational Fertility Method

4Second touch · retargeting

Half the ad library exists for the people who didn't book.

Five of the ten concepts in this library never run cold. They only ever see someone who already watched the video, or landed on the page and left. Different footage, different opening line, same call to action — because a second ad that repeats the first one is a wasted impression.

What it does

Recovers the drop-off. This is the cheapest audience in the account and the one most funnels never build creative for.

  • 5 retargeting concepts — 16 exported files across the four placements
  • 11.6 to 18.7 seconds — shorter than the cold set, on purpose
  • Built same-shoot, so the face and the room are already familiar when she sees it
Facebook — In-stream
Dr. Katie Black, NDSponsored · Retargeting
Book your free discovery call

And underneath all of it, the statics

Thirteen units we rendered from HTML: a photographic concept and a typographic concept, each in four placements, plus a five-card carousel that walks the page in a swipe. Every headline passed an automated word gate before it was allowed to render.

Concept A, square
Concept A · 1:1
Concept A, tall
Concept A · 4:5
Concept A, story
Concept A · 9:16
Concept B, tall
Concept B · 4:5
Concept B, story
Concept B · 9:16
Carousel card 1
Carousel · 1 of 5
Carousel card 3
Carousel · 3 of 5
Carousel card 5
Carousel · 5 of 5
Concept A, link ad
Concept A · 1.91:1

The whole bucket, counted

Two different things sit in this client folder and they should never be confused when we price work: the video library that came out of a production day, and the campaign assets our studio built around it.

42

video masters, April 2026 shoot

6.13 GB

on disk, masters only

23:53

total finished runtime

16:36

of that is unique creative, before ratio exports

11

masters delivered 4K-class, 31 at HD

BucketCountWhat's in itSize
Long-form video9 filesTwo VSLs (2:46 program, 2:06 personal ND), one page video, four email videos, one lab-explainer4.92 GB
Ad video33 files10 concepts exported to 1:1, 4:5, 9:16 and 16:9 — 5 cold, 5 retargeting1.20 GB
Static ad units13 unitsConcept A ×4 placements, Concept B ×4 placements, carousel ×5 cards — rendered at 2× and downsampled26 files
Landing page1 pageHand-built, VSL hero, eight-areas ledger, pricing, FAQs, curated testimonials, application form37 KB
Ad copy set13 unitsPrimary text, headline and description per unit, plus Ads Manager settings and targeting—
Truth file5,415 wordsComplete transcription of both sites, the funnel dossier, the Google reviews pull and all 16 client testimonials with a keep/hold decision on each34 KB
Compliance layer2 artefactsWritten Meta policy frame for the category, plus an automated word gate run against every unit—
Review board5 versionsClient-facing approval surface, noindex and no-store, shipped after four judge rounds—
Open the full manifest — every one of the 42 masters names, runtimes, resolutions, sizes
FileRunResolutionSize
Long-form (VSLs, emails, landing page) 9 files · 5040 MB
Email 1 welcome video.mp40:573840x2160435 MB on this board · email
Email 3.mp41:193840x2160597 MB master on D:
Email 4.mp40:583840x2160385 MB master on D:
FFM Email 1.mp41:193840x2160591 MB master on D:
FFM Email 3.mp41:401920x1080240 MB master on D:
FFM Email 4.mp40:543840x2160395 MB master on D:
FFM VSL.mp42:463840x21601253 MB on this board · VSL
Personal ND VSL.mp42:063840x2160921 MB master on D:
main landing page.mp41:341920x1080224 MB master on D:
FFM AD Option A 4 files · 192 MB
16x9.mp40:301920x108058 MB master on D:
1x1.mp40:301080x108034 MB master on D:
4x5.mp40:301080x135041 MB master on D:
9x16.mp40:301080x192059 MB master on D:
FFM AD Option B 4 files · 125 MB
16x9.mp40:191920x108038 MB master on D:
1x1.mp40:191080x108022 MB master on D:
4x5.mp40:191080x135027 MB on this board · feed
9x16.mp40:191080x192038 MB master on D:
FFM AD Option C 4 files · 78 MB
16x9.mp40:121920x108023 MB master on D:
1x1.mp40:121080x108014 MB master on D:
4x5.mp40:121080x135017 MB master on D:
9x16.mp40:121080x192024 MB on this board · reels
FFM Retargeting ad 01 4 files · 292 MB
1x1.mp40:132160x216056 MB master on D:
4x5.mp40:131728x216045 MB master on D:
9x16.mp40:132160x384095 MB master on D:
FFM Retargeting ad 01.mp40:133840x216096 MB master on D:
FFM Retargeting ad 02 1 files · 27 MB
FFM Retargeting ad 02.mp40:121920x108027 MB on this board · retarget
FFM Retargeting ad 03 1 files · 29 MB
FFM Retargeting ad 03.mp40:151920x108029 MB master on D:
Meta Ad hook option A 3 files · 179 MB
16x9.mp40:341920x108065 MB master on D:
4x5.mp40:341080x135047 MB master on D:
9x16.mp40:341080x192067 MB master on D:
Meta Ad hook option B 4 files · 116 MB
16x9.mp40:181920x108034 MB master on D:
1x1.mp40:181080x108020 MB master on D:
4x5.mp40:181080x135025 MB master on D:
9x16.mp40:181080x192036 MB master on D:
Retargeting Ad 2 4 files · 104 MB
16x9.mp40:191920x108035 MB master on D:
1x1.mp40:191080x108020 MB master on D:
4x5.mp40:191080x135025 MB master on D:
9x16.mp40:121080x192025 MB master on D:
Retargeting ad 1 4 files · 90 MB
16x9.mp40:121920x108024 MB master on D:
1x1.mp40:121080x108014 MB master on D:
4x5.mp40:121080x135017 MB master on D:
9x16.mp40:191080x192034 MB master on D:

Masters live on D:\Clients\Dr Katie Black\Video Library - April 2026 shoot. Only compressed derivatives are copied into this board. Five files are on screen above; the other thirty-seven are in the library and unused so far.

One starting point, two optional layers

Every Lead Funnel ships the same base. What changes is whether moving image exists — and then whether that moving image was filmed. Katie bought both layers, which is why her funnel is the one we show. The second layer is where the price leaps, and it is also where the advertiser's real leverage is unlocked.

Starting point

The funnel itself

Statics, the landing page, the copy set and the compliance work. Nobody buys a Lead Funnel without this, and nobody buys only part of it.

Base build · always included
Optional layer

Add motion

Video assembled from what already exists — type, the client's own photography, a voice track. A modest step in price, because nobody has to show up anywhere.

Step up · incremental
The leap Optional layer

Add original production

A shoot day and the edit that follows it. The biggest jump in price in the whole product — and the only step that unlocks a VSL, a library the client still owns next year, and vertical video their organic audience can actually be served. Katie’s is 54K on TikTok.

Largest jump · largest unlock
Starting point · always included

The funnel itself

Designed ad units and a page. No moving image anywhere in it. This is the floor of the product, not a discount tier.

Static ad unit
Concept A, 4:5 — the client’s own photography, set in type
What’s in it 5 items
  • Two ad concepts, four placements each
  • A five-card carousel
  • Full ad copy set and Ads Manager settings
  • One landing page, built to our design floor
  • Truth file and compliance gate — never optional
What it does not get you 2 items
  • Any video at all — no VSL, no email video, no Reels
  • Retargeting creative beyond re-running the same statics
Buy this when the client has no usable footage and no appetite to be on camera, and the offer can be explained in a headline.
Optional layer one

Add motion

Everything above, plus video assembled from assets that already exist. Still no camera, so still a modest step in price.

Typographic ad unit
Type, graphics and a voice track — nothing filmed
What the layer adds 5 items
  • Everything in the starting point
  • Animated typography cuts, four placements each
  • Motion over the client's existing photography
  • Synthetic voiceover and burned-in captions
  • Retargeting cuts, because variants are cheap once the system exists
What it still does not get you 3 items
  • The founder on camera — so no talking-head VSL and no personal welcome email
  • B-roll, consult scenes, anything shot in the client's actual room
  • A library — you get the campaign, not a year of reusable footage
Buy this when the client has decent photography and a real offer, but a shoot day isn't happening this quarter.
Optional layer two · the leap

Add original production

A production day, then the edit. The biggest price step in the product, and the one that unlocks the most advertiser value. Katie bought it; this board is what it produced.

Real footage, real room, cut ten ways
What the layer adds 6 items
  • Everything in the starting point and the motion layer
  • Shoot day: founder to camera, b-roll, consult scene, screen recordings
  • Long-form VSL for the page, plus a second personal-brand VSL
  • Talking-head video for every email in the sequence
  • Ten ad concepts, half of them retargeting-only
  • A durable library — 6 GB the client still owns next year
What it asks of the client 2 items
  • A scheduled shoot day, and a client willing to be on camera
  • Raw footage needs a frame-by-frame compliance pass before it ships anywhere
Buy this when the offer needs trust to sell — health, money, anything where the buyer is choosing a person, not a product.

What the production layer is actually buying

Say this list out loud on the call. It is the part a client cannot picture, it is why the price steps up the way it does, and none of it can be bought back later without a shoot day.

  • The VSL. A page without a face has to sell in text — and this is the single biggest lever on the page.
  • The welcome video. The confirmation email becomes a receipt.
  • Reels and TikTok. Vertical native video needs a human in it — and she already has 54K TikTok followers to put it in front of, for free.
  • Distinct retargeting. The second touch repeats the first.
  • The library. One shoot feeds every campaign after it. Without it, next quarter starts from zero.

Why this one is the benchmark

Coverage is only half of it. The other half is that every asset survived a gate, and two of those gates caught things a filename or a thumbnail would never have shown.

The four gates every asset had to pass truth, compliance, judge, video
Truth gate

5,415 words transcribed before a word was written

Both sites, the funnel dossier and every client testimonial, each with a keep-or-hold decision recorded against the category rules before anything reached a page.

Compliance gate

13 of 13 units passed an automated word gate

Fertility is a scrutinised category. No outcome promise, no question that presumes a condition, no pregnancy imagery — checked mechanically, not by eye.

Judge gate

Four adversarial rounds, three passes in the last one

Round one killed a logo treatment that read as a fetus at hero scale. Round four killed two video picks that were wrong on content, not on craft.

Video gate

Every frame of supplied footage is reviewed before it ships

Client footage gets the same scrutiny as a client photo or a testimonial — watched in slices, never matched on a filename. Anything that does not clear the category rules is cut, and the cut is re-verified frame by frame. Nothing is ever added or re-voiced.

Before this board is used in a pitch

  • Confirm who shot and edited the April 2026 library. The board credits the tier, not a vendor — settle the attribution before anyone claims it on a sales call.
  • Katie's assets are a benchmark, not a case study. Nothing here is cleared for outbound use, and her name, footage and testimonials stay inside the studio.
  • Tier two's motion layer is described from our own pipeline, not from Katie's file — she never bought a tier-two asset. Build one real tier-two sample before this is shown to a prospect.

What each tier actually contains

The same funnel, three depths. Counts are real: the Good and Best columns are what this build produced, line for line. Read the Best column and the Good column side by side and the price step explains itself.

DeliverableEvery line below is a countable thing, not a promise. GoodThe funnel itselfStarting point · always included BetterAdd motionOptional layer · incremental step BestAdd original productionOptional layer · the leap in price and in value
Ad creative
Ad concepts2one photographic, one typographic4the 2 static concepts, plus 2 built to move105 cold, 5 retargeting-only
Finished static units138 single units + a 5-card carousel1313
Placement ratios per concept41:1 · 4:5 · 9:16 · 1.91:1441:1 · 4:5 · 9:16 · 16:9
Video ad exportsNone82 concepts × 4 ratios3310 concepts across the four ratios
Ad copy setPrimary text, headline and description for every unitSameSame
Ads Manager settings + targetingIncludedIncludedIncluded
The page
Landing pages1hand-built, not a template11built around the VSL
Application form + booking handoffIncludedIncludedIncluded
Sales video on the page (VSL)NoneNone1 × 2:14plus a second personal-brand VSL
Where the moving image comes from
Shoot dayNoneNone1founder, b-roll, consult scene, screen recordings
Footage sourceNo moving imageThe client's existing stills, type and graphicsOriginal footage filmed for this funnel
VoiceNoneSynthetic voiceoverThe founder, on camera
CaptionsNoneBurned in, word by wordBurned in, word by word
Email automation
Video for the email sequenceNoneNone4welcome plus three beats, 0:54–1:40
Poster frame + linked playerNoneIncludedIncluded
Second touch
Retargeting conceptsNonethe cold statics get re-run25half the ad library
Retargeting video exportsNone816
Compliance and quality
Permitted-claims truth fileIncluded5,415 words on this buildIncludedIncluded
Automated ad word gateEvery unit, before renderEvery unitEvery unit
Adversarial judge roundsUp to 4Up to 4Up to 4
Frame-by-frame video compliance passNot applicableIncludedIncludedevery frame, before it ships
Versioned client review board111
What the client still owns afterwards
Master library retainedStatics onlyStatics and motion masters42 files · 6.13 GB23:53 of finished runtime
Vertical cuts usable as organic Reels / TikTokNone833into an audience of 54K on TikTok
Feeds next quarter's campaignNo, it restartsPartlyYes, one shoot feeds every campaign after it
Price (CAD)One-time buildset priceset priceset price
Evidenced Good and Best are FFM actuals — every count traces to a file on disk. Proposed Better has never been built. Confirm those counts before the column is quoted.

Two things to settle before this matrix is quoted

  • The three prices. Left blank on purpose — there is no Lead Funnels price on file anywhere in the studio, and a number invented here would end up on a call. CAD, one-time build.
  • The Better column's counts. 4 concepts, 8 video exports, 2 retargeting concepts is a proposal sized off the Best column, not a delivered scope. Build one before it is sold.