Industry: Home Services SMS Marketing (B2B)
Platforms: Facebook/Meta Ads, Google Ads
Timeframe: Aug – Sep, 2025
The Challenge
A B2B lead generation company specializing in home services leads (roofing, HVAC, and similar verticals) came in with a major problem: they were spending heavily across Meta and Google but generating leads that were both expensive and low quality. The business model depended on delivering high-intent leads to clients, but the current paid media setup was producing inconsistent results and putting pressure on margins.
The Strategy
When we took over the account, the core issues were immediately clear. Campaigns were not optimized around lead quality, budget allocation between Meta and Google was inefficient, and there was no clear system for scaling what was working while cutting what wasn’t. The result was inflated CPLs and a pipeline filled with leads that were not converting downstream.
In August, prior to optimization, the account spent $19,481 to generate 101 total leads, resulting in an average cost per lead of approximately $192. Meta was responsible for the majority of volume, generating 76 leads at ~$177 CPL, while Google leads came in even higher at ~$238 CPL. More importantly, lead quality was inconsistent, which reduced the actual value of those leads to the business.
We approached the account with a focus on two things: lead quality first, cost efficiency second.
The first step was restructuring campaigns to prioritize high-intent users. On Google, this meant tightening keyword targeting, eliminating low-intent queries, and focusing spend on searches that indicated immediate need. On Meta, I rebuilt campaign structure to focus on conversion signals, refined audience targeting, and introduced messaging designed to pre-qualify users before they ever submitted a form.
At the same time, we rebalanced budget allocation between platforms to ensure spend was flowing toward the highest-performing channels rather than being spread inefficiently.
The Results
The impact was immediate.
In September, after implementing these changes, performance improved significantly. The account generated 74 leads on just $6,456 in spend, bringing the average cost per lead down to approximately $87. That represents more than a 50% reduction in CPL in a very short period of time.
Meta became significantly more efficient, producing 67 leads at approximately $65 CPL, while Google remained a higher-cost channel but was refined to focus on higher-intent opportunities. More importantly, lead quality improved as a result of better targeting and pre-qualification, giving the business a stronger downstream conversion rate.
What changed wasn’t just the cost per lead. The entire system became more controlled and predictable. Instead of chasing volume with poor quality, the account shifted to a model where each lead had a higher probability of converting into revenue, which is what ultimately matters in B2B lead generation.
The key drivers behind the turnaround included:
- Rebuilding campaign structure around high-intent lead generation
- Eliminating low-quality traffic and wasted spend
- Improving pre-qualification through ad messaging and funnel design
- Reallocating budget toward the most efficient channels
- Aligning performance optimization with actual business outcomes, not just lead volume
Within weeks, the account transitioned from an inefficient, high-cost lead generation system into a more predictable and scalable acquisition engine.
This case highlights a common issue in B2B lead generation: focusing on lead volume instead of lead quality. Once the campaigns were aligned with true business outcomes, both efficiency and performance improved quickly.
If you’re ready to transform your paid media from a cost center into a revenue generator, let’s talk.
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