002 · 2026 · Sample: home services companySample project
Meta Ads lead generation for a service business
−61%
Cost per lead
2.1×
Lead volume
48% → 79%
Lead-to-call rate
01
The problem
The company was boosting posts and running one broad campaign to a generic landing page. Leads arrived, but at a cost per lead that made the channel barely break even, and quality was poor — half never picked up the phone.
02
The approach
Rebuilt the account around campaign objectives that match the funnel: a lead-form campaign for warm audiences, traffic campaigns to a dedicated landing page for cold ones. Wrote creative variations around the three real objections customers raised, and set up proper event tracking so optimization ran on qualified leads, not clicks.
03
The outcome
Cost per qualified lead fell 61% while monthly lead volume doubled. Sales started asking marketing to slow down — the good kind of problem.
