How a local home-improvement campaign generated $100,000 in pipeline from $350 in ad spend.
More Business built a territory-focused demand engine that produced high-value homeowner opportunities at approximately $50 per proposal.
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By the numbers.
Historical operating results. Nothing below is modeled or projected.
Campaign overview
The client sells high-value home-improvement projects through an in-person consultation—a category where homeowners rarely choose a contractor from a single impression. More Business designed the campaign to do more than collect inexpensive form fills. The objective was to make the company familiar inside its service territory, showcase the value of its work, and create homeowner demand the sales team could convert into meaningful proposals.
A brand-first local acquisition strategy
Instead of treating Meta as a generic lead marketplace, More Business built the campaign around the way considered home purchases actually happen. Homeowners were introduced to the company, its project catalog, and its local expertise before entering the lead path. This created an ecosystem where the prospect was not simply responding to an ad—they were choosing a company that already felt recognizable and credible.
Campaign performance
From just $350 in Meta ad spend, the campaign generated approximately $100,000 in pipeline. The resulting proposals averaged roughly $15,000 each, placing the acquisition cost of a high-value sales opportunity at approximately $50. At peak, the campaign added nearly $50,000 in new pipeline in a single day—demonstrating the leverage available when strong local positioning meets a high-value offer.
Why the campaign worked
The performance validates a central More Business thesis: home-service advertising is most valuable when it builds preference, not merely traffic. Geographic discipline kept the campaign concentrated inside the market the client could serve. Project-led creative gave homeowners a reason to engage. The lead path translated that familiarity into concrete sales opportunity.
Results summary
The campaign did not optimize toward surface-level engagement. It created approximately $100,000 of proposal-ready pipeline from a $350 media test and established a repeatable foundation for continued territory growth. For a consultation-led home-service company, that is the difference between buying attention and building a market presence that produces valuable work.
What this demonstrates
The most important feature of this result is not the unusually low media cost in isolation. It is the value of the commercial opportunity created from a very small initial test. A contractor can buy inexpensive leads that never progress, or it can build demand around projects valuable enough to support a real sales organization. This campaign produced the latter: homeowner interest that became approximately $15,000 proposals.
That distinction changes how advertising should be evaluated. Cost per lead is an acquisition input; pipeline is the sales capacity the campaign created. By organizing the campaign around local familiarity, the company’s work, and a defined service territory, More Business gave homeowners enough context to consider a high-value consultation rather than asking a generic form to carry the entire sale.
The campaign also created a useful scaling signal. Approximately $50 in media spend produced each proposal opportunity, and the strongest day added nearly $50,000 in pipeline. Those economics provide room to expand reach, test additional project categories, and continue building recognition without requiring the client to rely on a single promotion or commodity discount.
For established home-service companies, this is the strategic advantage of the More Leads model: advertising becomes a territory-building system. The company is not merely present when a homeowner searches. It becomes familiar before the homeowner is ready, remains visible while the project is considered, and is positioned to capture the consultation when intent becomes actionable.
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Results shown are historical campaign outcomes. Individual results vary by market, offer, budget, and sales execution.