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Landscaping Services — USA

Facebook Lead Generation Ads · Home Services · United States Market
USD CAMPAIGN · 4 AD SETS · $4,047 SPEND · 1,081 LEADS · $3.74 CPL · 45 DAYS
  • Industry
  • Platform
  • Objective
  • Landscaping & Lawn Care Services
  • Meta Ads (Facebook Lead Generation)
  • On-Facebook Leads — Generate service inquiries
  • United States of America (USD Campaign)
  • Completed — 45 Days
  • Approx. $90 / day
  • $4,047.68 USD
  • 1,081 On-Facebook Leads
  • $3.74 avg CPL (USD)
  • 334,336 Unique People
  • 1,050,651 Total Impressions

Campaign Duration

1,081

Total Leads
On-Facebook Leads

$3.74

Cost Per Lead
USD Ad Spend

$4,047

Total Spent
USD Ad Spend

1,050,651

Total Impressions
Total Impressions

1,081

Total Leads
On-Facebook Leads

$3.74

Cost Per Lead
USD Ad Spend

$4,047

Total Spent
USD Ad Spend

1,050,651

Total Impressions
Total Impressions

The Challange

The client — a landscaping and lawn care service provider operating in the United States — needed a reliable, cost-effective system for generating inbound service inquiries through paid social media advertising. Operating in a competitive local services market where industry average CPL is $15–$30.
  • • Generating high-quality local service leads at a cost well below the US industry average of $15–$30 per lead.
    • Reaching homeowners and property managers actively seeking landscaping services.
    • Running four simultaneous ad sets without audience overlap or budget inefficiency.
    • Maintaining consistent lead volume over a 45-day campaign period.

Strategy & Approach

A Facebook Lead Generation campaign was deployed using native On-Facebook Lead Forms — removing friction from the inquiry process and maximising conversion rates without requiring users to leave the platform.

Phase 1 — Hyper-Local Audience Targeting

Geographic targeting was configured around the client’s primary service areas, focusing on homeowners, property managers, and high-income households most likely to invest in professional landscaping services.

Phase 2 — Lead Form Optimisation

Instant Experience lead forms were A/B tested with varying headlines, qualifying questions, and CTAs. Short-form, low-friction forms were found to significantly outperform longer qualification flows.

Phase 3 — Multi-Ad-Set Testing & Budget Allocation

Four ad sets ran simultaneously targeting different audience segments. Budget was reallocated toward Set 2, which delivered the lowest CPL at an exceptional $2.21 per lead — 41% below the campaign average.

Ad Set Performance

Set 1: 525 leads | $2,775.65 | $5.29 CPL | 155,616 reach. Set 2: 523 leads | $1,154.96 | $2.21 CPL | 171,552 reach. Set 3: 8 leads | $22.74 | $2.84 CPL. Set 4: 25 leads | $94.33 | $3.77 CPL.

KEY RESULTS & ACHIEVEMENTS

✓ 1,081 qualified leads generated for a US landscaping business via Facebook Lead Ads.
✓ $3.74 average cost per lead — 75–88% below the US home services industry benchmark of $15–$30.
✓ Set 2 achieved an exceptional $2.21 CPL — the best-performing ad set of the campaign.
✓ 1,050,651 total impressions and 334,336 unique people reached across the US.
✓ All four ad sets delivered positive results, with zero wasted spend on non-converting audiences.

PROOF / EVIDENCE — ADS MANAGER SCREENSHOT

The following screenshot is taken directly from the Meta Ads Manager dashboard, displaying live campaign data including total leads generated, reach, impressions, cost per lead, and total amount spent across all four ad sets.