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Case study
Meta Ads lead-gen system — local services (anonymised)
A clean look at how I structure lead-gen on Meta: offer framing, tracking, creative iteration, and the optimisation loop. Anonymised Ads Manager snapshots are included below; full client details and lead-quality screenshots are shared privately on request.
Meta Lead Ads / Conversions
UK local
High-intent quote requests
Primary goal
Qualified leads
Tracking
Pixel + CAPI plan
Cadence
Weekly creative tests
Speed-to-lead
≤5m target
Client snapshot
- Industry: Local services
- Location: UK (anonymised)
- Offer: Quote request with a clear price anchor
- Sales process: SMS + phone follow-up
- Lead quality definition: In-area, decision-maker, ready to book
Approach
Clear steps that make this easy to understand and easy to trust.
1) Offer + lead quality
Define “good” leads, filter out junk, and set a price anchor.
2) Build + tracking
Pixel/CAPI plan, conversion events, and a clean campaign structure.
3) Creative testing
Test angles weekly. Scale winners and kill losers fast.
4) Weekly optimisation
Budget moves + lead quality feedback loops to keep results stable.
Creative direction
Example hooks and angles we test early to find winners. Final creative depends on niche and offer.
Transparent pricing.
No “from £99” surprises.
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Angle bank
A simple way to keep creative testing organised week to week.
Angles to test
- Speed: quote fast, book this week
- Price anchor: transparent pricing
- Proof: reviews, before/after, warranty
- Objections: no upsells, no hidden fees
- Outcome: stop the problem fast
Offer framing
- What’s included
- Who it’s for (and not for)
- Why now
Outcomes (anonymised)
Below are two anonymised Ads Manager snapshots: one ad-set view (30 days), and one campaign summary. Client name and identifiers are redacted.
01
Ad set snapshot (30 days)
- Leads: 98
- CPL: £7.58
- Spend: £742.54
- Reach: 23,926
- Impressions: 94,896
02
Campaign summary snapshot
- Leads: 723
- CPL: £10.13
- Spend: £7,325.47
03
What made it work
- Clear price anchor + “not a fit if…” filter
- Lead form questions to pre-qualify
- Fast follow-up (≤5 minutes target)
- Weekly creative tests + budget moves based on quality
New Year sale ad set (results)
98 leads • £7.58 CPL • £742.54 spent (30‑day view). Screenshot from Ads Manager (anonymised). Tap/click to zoom.
Campaign total spend
723 leads • £10.13 CPL • £7,325.47 spent. Campaign name redacted in screenshot. Tap/click to zoom.
Weekly update (example)
Keep it short. Give your client a narrative they can repeat.
01
Wins
- CPL improved after budget shift
- Lead quality improved after adding a price anchor
02
Changes
- Paused low-intent ads
- Launched new creatives (objections + proof)
- Tightened follow-up SLA to ≤5 minutes
03
Next tests
- New offer angle (warranty / turnaround time)
- Retarget warm engagers
Want the full breakdown?
If you’re considering working together, I’ll share the full funnel view, the creative test log, and lead-quality screenshots privately — and walk you through it.