37 Quality Leads from Focused Facebook Campaign
Premium positioning delivers high-quality leads at $39.72 each
37
Qualified Leads
$39.72
Cost Per Lead
High
Lead Quality
The Challenge
This local services business sat at the premium end of its market with job values in the thousands, which meant a volume-first lead gen approach would have flooded the sales team with tyre-kickers and tanked close rates.
Prior Facebook campaigns optimised for lowest cost per lead had delivered cheap enquiries that went nowhere because the prospects were price shopping, not genuinely interested in the quality offer. The brief was flipped, fewer leads but higher intent, ready to book a paid consultation rather than chase a discount.
Every dollar of ad spend had to be working harder on the qualification side, not the acquisition side.
Our Solution
We designed a quality-over-volume Meta Ads strategy built around intentional friction.
Campaigns ran on the Leads objective with a minimum ROAS-style guardrail on cost per qualified lead, targeting higher-income postcodes and layering in behavioural signals like recent home improvement activity and premium brand affinity. Ad copy led with price anchoring so budget-conscious prospects self-selected out before clicking, and we used Meta Instant Forms in higher-intent mode with four pre-qualification questions plus a budget confirmation slider.
The result was 37 leads at $39. 72 CPL with a close rate that more than justified the higher cost.
Our Paid Ads Process
A proven methodology that delivered results
Campaign Strategy
We developed a targeted advertising strategy based on your goals, budget, and competitive analysis to maximise ROI.
Audience Research
We identified and segmented your ideal customer profiles, creating detailed audience personas for precise targeting.
Ad Creative & Copy
We created compelling ad creatives and persuasive copy designed to capture attention and drive conversions.
Optimisation & Scaling
We continuously optimised bids, targeting, and creatives based on performance data to scale successful campaigns.
The Results
Here's what we achieved for 37 Quality Leads from Focused Facebook Campaign
37
Qualified Leads
$39.72
Cost Per Lead
High
Lead Quality
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