Meta Ads Lead Generation CPL ↓ 68% | Leads ↑ 3×
Client Overview
A local construction company was running Meta Ads to generate website leads, but the campaigns were producing very expensive leads and low conversion volume.
The objective was to improve lead generation efficiency while keeping the advertising budget controlled.
Challenge
• Cost per lead reached $304, making campaigns unprofitable
• Weak conversion efficiency from traffic
• Poor alignment between audience targeting and service intent
• High CPM indicating inefficient traffic quality
These issues limited the account’s ability to generate consistent and affordable leads.
Strategy
The account was rebuilt with improved targeting, structured audience segmentation, and performance-based budget allocation.
Results after optimization
• Leads increased 3× (4 → 12 leads)
• Cost per lead reduced 68% ($304 → $96)
• CPM decreased 23%
• Link clicks increased 1,122 → 1,306
The optimized campaign structure significantly improved lead generation efficiency while reducing acquisition cost.
