Low-quality leads
The agency was receiving enquiries that did not consistently match its business needs.
CLIENT PROJECT · USA CONSTRUCTION · META ADS
Beyond more leads.
Toward better opportunities.
A US construction agency needed a better route to potential customers: low-quality leads, high acquisition costs, and reliance on third-party tools were holding it back.
THE BRIEF
Lead volume was only part of the story.
High CPA
Acquisition costs were a concern, putting pressure on the value of each opportunity.
Third-party reliance
The existing approach involved third-party tools, adding another layer to how leads were acquired.
THE APPROACH
Bring the business closer to its audience.
We took the construction agency’s acquisition activity onto social media through Meta Ads. The direction centred on reaching potential customers directly while keeping lead quality and acquisition cost at the heart of the conversation.
The campaign dashboard captures reporting across construction and renovation activity. The focus of the project was a more useful flow of opportunities, rather than treating every response as equally valuable.
RESULTS & LEARNING
Quality gives acquisition its purpose.
Define a useful lead
Evaluate enquiries against the type of construction work the business actually wants.
Keep cost in context
Review CPA alongside the quality and commercial relevance of the opportunities received.
Build a direct channel
Social media can bring acquisition activity closer to the business and its prospective customers.