Project overview
The company fits kitchens, bathrooms and extensions across Greater Manchester. Facebook ads produced lots of leads, but most never picked up the phone.
They wanted fewer, better leads that turned into surveys.
Cheap leads that went nowhere
Three problems drove up the real cost:
Stock-style creative
Polished images looked like every other installer and attracted casual clicks.
One-tap lead forms
Instant forms asked nothing, so curious browsers became "leads".
Slow follow-up
Leads waited hours for a call and had often forgotten enquiring.
What success looked like
- Cut cost per qualified leadby at least 40%.
- Increase surveys bookedfrom Meta leads.
- Reply to every leadwithin minutes.
Our approach, step by step
- 1
Creative Weeks 1–3
Filmed short videos with real customers and the team, showing finished projects and the process.
- 2
Qualifying forms Weeks 2–3
Added questions about project type, budget and timing, with higher-intent form settings.
- 3
Instant follow-up Week 3
Connected leads to the CRM with an instant text and a call task for the team.
- 4
Test and scale Months 2–3
Tested hooks and formats, then scaled the best-performing ads.
Before and after: key metrics
Meta ads performance before the changes vs month three.
| Metric | Before | After | Change |
|---|---|---|---|
| Cost per qualified lead | £68 | £28 | ▼ 59% |
| Leads that booked a survey | 9% | 22% | ▲ 2.4x |
| Average reply time | 4 hrs | 3 mins | ▼ fast |
| Video watch rate (3s) | 18% | 34% | ▲ 16 pts |
The results
Cost per qualified lead fell as the new videos and forms took over.
“Fewer leads, but real ones. Our surveyors are busy with people who actually want the work done.”