In this week’s edition of the InvisiblePPC newsletter, we’re diving deep into the numbers behind Meta’s (Facebook) lead generation strategies. Recently, we ran a campaign specifically targeting Plumbing/HVAC business owners—a high-value segment in the local services market—and these are the insights we uncovered.
The Meta Lead Generation Playbook
When it comes to prospecting on Facebook for Plumbing/HVAC business owners, we focused on three main strategies:
💲Cost: Approximately $63 per true lead
🤔Insight: Despite a higher incidence of spam, lead forms still offer a balanced ROI. When properly optimized and filtered, these leads have proven to be valuable, even for the competitive Plumbing/HVAC niche.
2. Facebook Messenger Ads
💲Cost: Around $38 per true lead
🤔Insight: Messenger ads deliver leads at the lowest cost. However, while these numbers are attractive, the quality and buying power of the leads tend to be lower compared to other methods. This is a crucial factor when targeting decision-makers like Plumbing/HVAC business owners.
3. Facebook Custom Landing Pages
💲Cost: Roughly $112 per true lead
🤔Insight: Custom landing pages offer a more refined approach and can attract more qualified leads, but the higher cost often makes this method less viable for campaigns with tight budgets in the Plumbing/HVAC sector.
Our Findings: The Sweet Spot
For our campaign targeting Plumbing/HVAC business owners, Facebook Lead Forms emerged as the sweet spot. Despite the challenges with spam, the average cost of $63 per true lead provided a solid balance between cost and quality. This approach allowed us to secure leads that were both actionable and had the potential to convert into high-value customers.
What This Means for Your Agency
✅Quality vs. Cost:
Each lead generation channel has its trade-offs. Messenger ads deliver cheaper leads, but they often fall short in quality, especially for high-intent segments like Plumbing/HVAC. On the other hand, custom landing pages may yield more serious prospects at a higher cost.
✅Optimization is Key:
It’s not just about the initial cost per lead—it’s about the lifecycle value of each lead. Investing in efficient filtering and nurturing strategies is crucial to maximize ROI, particularly when the leads are as targeted as Plumbing/HVAC business owners.
✅White Label Advantage:
As a marketing agency owner, leveraging a proven approach like optimized lead forms can enhance your service offering. InvisiblePPC is here to help you integrate these insights into your client’s campaigns, ensuring your clients receive the best results without the headache of managing the details in-house.
Ready to Scale Your Campaigns?
At InvisiblePPC, we’re dedicated to empowering agencies with the tools and insights needed to manage Facebook ads like a pro. Whether you’re refining your lead capture strategies or need a reliable white-label partner, we’ve got you covered.
