Home-Value Lead Campaign

49
Prequalified leads: $350.94
Total ad spend: $7.16
Blended cost per lead: 2
Active campaigns

Residential real-estate client — identity withheld · Source: Meta Ads Manager reporting · 30-day reporting period

Context

The client needed a predictable flow of homeowner conversations without paying agency-scale management fees on an unproven offer.

Objective

Generate prequalified homeowner enquiries from a home-value offer, using a website funnel rather than a native lead form.

Offer

A home-value offer promoted to local homeowners, with the qualification questions carried by the website funnel.

Funnel

Ad → website landing page → submit application (qualification questions) → follow-up

Qualification: Application questions on the landing page; the client describes the resulting enquiries as prequalified.

Website funnel

Send traffic somewhere that qualifies.

39
Leads: $299.66
Spend: $7.68
Cost per lead

Early
13 leads
$54.92 spend
$4.22 CPL
Mid
28 leads
$213.11 spend
$7.61 CPL
Latest
39 leads
$299.66 spend
$7.68 CPL

The website funnel carried the qualification questions, so volume and quality could improve together rather than trading off.

$10/day at the referenced historical snapshot · 3,004 reach · 5,133 impressions

Video + photo test

Keep testing beside the winner.

10
Leads: $51.28
Spend: $5.13
Cost per lead

Early
4 leads
$15.17 spend
$3.79 CPL
Latest
10 leads
$51.28 spend
$5.13 CPL

A parallel creative test ran on a small budget the whole time, so the next winning format is always being found.

$10/day at the referenced historical snapshot

Combined result

39 website funnel + 10 video + photo test = 49 leads

$299.66 + $51.28 = $350.94

$350.94 ÷ 49 = $7.16 blended CPL

Campaign budgets shown represent specific historical snapshots and should not be interpreted as a universal recommended advertising budget.

Proof

SOURCE: META ADS MANAGER

Meta Ads Manager cards shared by the client showing Video + Photo test at 10 applications for $51.28 and Website only lead funnel at 39 applications for $299.66, captioned 30 days to 49 prequalified leads. — Client’s own post: 30 days → 49 prequalified leads
Posted publicly by the client. Handle, avatar and ad thumbnails redacted here; naming the client requires written authorization.
Full size ↗

Meta Ads Manager showing 28 website submit applications at $7.61 each, $213.11 spent, $10.00 daily budget, 3,004 reach and 5,133 impressions. — Lifetime reporting at the 28-application snapshot
Full size ↗

Campaign list showing Video + Photo test at 4 applications for $3.59 each and Website only lead funnel at 34 applications for $7.67 each. — Both campaigns side by side
Ad thumbnails blurred.
Full size ↗

Identifying account and lead information is always withheld, blurred, or redacted before reporting screenshots are published.

What was learned

Sending paid traffic to a qualifying website funnel produced more usable enquiries than chasing the cheapest possible form fill.
Running a small creative test alongside the winner kept a replacement ready before performance faded.

Next steps

Scale the website funnel while cost per application holds.
Promote the winning test creative into its own campaign.

Build My Campaign All Work

Figures represent historical performance for the specific campaign, client, and reporting period identified. Past performance does not guarantee future performance.