Based on the provided lead context: **Phase 1 – Lead Summary** Founder of a small e-commerce brand seeking help managing Meta advertising campaigns. **Phase 2 – Qualification Signals** 1. Directly matches the target audience (e-commerce business with 5–20 employees). 2. Has an identified need for paid advertising support. 3. As a founder, likely has decision-making authority. 4. Contact via Instagram DM suggests active outbound engagement but may indicate early-stage interest. 5. Budget, current ad spend, and urgency are not yet confirmed. **Phase 3 – Risk and Fit Analysis** 1. Strong service fit based on business type and stated need. 2. Moderate risk due to limited visibility into budget and campaign maturity. 3. Likely in the consideration stage and open to evaluating external support. **Phase 4 – Next-Step Recommendation** * **Reason to pursue:** Clear alignment between the lead’s needs and the Meta Ads Management offer. * **Reason to be cautious:** Budget capacity and commitment level are unknown. * **Best next step:** Schedule a discovery conversation focused on current advertising performance and goals. * **Question to ask next:** What results are you currently getting from your Meta ad campaigns? * **Metric to track:** Lead-to-discovery-call conversion rate. I can also adapt this framework for B2B services, SaaS, agencies, consultants, or high-ticket offers.