2,631 leads at £2.68 each on Meta for a local services business

The problem

A lead form that filled with unusable enquiries, and creative built around an offer the audience had no reason to care about.

The thinking

The form was doing what forms do, which is collect whoever the ad attracts. The ad was attracting the wrong people because the offer meant nothing to the right ones. So the offer came first, the creative was rebuilt around it, and the ad sets were run against each other so the budget could follow the ones producing leads at the lowest cost.

From the work to the outcome

1. Offer the audience wanted
2. 205K people reached
3. 2,631 form leads
4. £2.68 per lead, £0.77 at best

How to read this, and what it does not prove

Delivered totals from the account itself; the export carries no date range. On-Facebook leads are form fills inside the platform, so read the £2.68 as the cost of a form fill rather than of a booked job. The £0.77 is the best single ad set, not the account.

On-Facebook leads are form fills inside the platform, which are cheaper and generally lower intent than an enquiry made on a website. The £0.77 figure is the best single ad set rather than the account, and quoting the best ad set as though it were the account is exactly the trick this note exists to prevent.