A manufacturer with two locations was competing nationwide against much larger brands with much bigger budgets. By narrowing targeting to the states that produced leads, testing creative relentlessly and keeping retargeting in place, we built a campaign that turned peak season into its strongest months on record.
Cost per lead under each month
Selling trailers and dumpsters nationwide means competing with large manufacturers and dealer networks that can outspend a company with two locations many times over. Targeting all 50 states spreads a budget thin, and buyers in this category compare carefully before requesting a quote.
The company needed a campaign that put its budget in front of the buyers most likely to reach out, not just the most people.
From January 1 through October 27, the campaign generated 7,485 lead form submissions at an average of $12.26 per lead, reaching more than 2.6 million people.
When seasonal demand picked up in the summer, the account was ready for it. Comparing June through September with January through May, a similar budget produced nearly twice as many leads, and cost per lead dropped from $17.93 to $9.67. That happened even though the cost to reach people on Meta rose 39% over the same period. July was the strongest month: 1,477 leads at $8.23 each.
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