861 direct Meta leads.
How a focused Meta Ads system built a repeatable homeowner lead pipeline for New England Additions, a high-ticket Massachusetts remodeling company.
High-ticket projects require real homeowner intent.
New England Additions helps Massachusetts homeowners expand and improve their properties through additions, ADUs, remodeling, and custom construction.
Cheap form fills weren’t enough.
Because the service is high-consideration and locally constrained, the goal was to generate homeowner inquiries that could progress into real sales conversations.
Build a repeatable paid social system that could generate meaningful lead volume, retarget warm prospects, and improve visibility into what happened after a lead entered the CRM.
Multiple paths. One acquisition system.
The account was structured so performance could be understood by stage instead of blending every action together.
Campaign architecture
Structured prospecting, website and instant-form lead generation, retargeting, and an application funnel so performance could be read by stage.
Creative iteration
Developed and tested homeowner angles around ADUs, extra living space, additions, lifestyle transformation, and premium remodeling instead of generic contractor ads.
Warm-audience retargeting
Built a dedicated layer for prospects who had already interacted with New England Additions but were not ready to convert on the first touch.
Conversion-focused optimization
Tracked lead volume alongside applications and CRM appointment-stage activity, tying decisions to deeper-funnel quality rather than clicks and CTR alone.
$13,807 produced 861 direct Meta leads.
The headline result includes comparable direct lead-generation campaigns only. Application-funnel conversions are reported separately.
| Campaign group | Results | Spend | Cost/result |
|---|---|---|---|
| Primary website + instant forms | 679 leads | $9,354.40 | $13.78 CPL |
| Warm-audience retargeting | 114 leads | $2,785.96 | $24.44 CPL |
| Legacy lead campaigns | 68 leads | $1,667* | Included in blend |
| Application funnel | 15 applications | $4,324.42 | $288.29/application |
127 Meta leads. 28 appointment-stage contacts.
The month-level view connects acquisition activity to deeper CRM signals and shows how the campaign layers worked together.
What the month tells us
The primary acquisition campaign generated 82 leads and retargeting added 45. Separately, the application funnel recorded 5 submitted applications. In GHL, 28 of 141 contacts created in July were tagged appointment_scheduled, producing a 19.9% appointment-stage rate for that CRM cohort.
Three layers carried the acquisition system.
Cold acquisition, warm retargeting, and a higher-intent application path each served a distinct role.
Primary lead campaign
679 leads$13.78 CPL · $9,354.40 spendThe account’s main volume engine proved that the core offer and creative could generate homeowner inquiries consistently at scale.
Warm retargeting
114 leads$24.44 CPL · $2,785.96 spendA second source of volume kept New England Additions in front of warm prospects and reduced dependence on cold acquisition alone.
Application funnel
15 applications$288.29/application · $4,324.42 spendA deeper-funnel test traded some volume for stronger intent and created another signal beyond basic lead submission.
This month-level view shows how the acquisition layers worked together rather than depending on a single campaign.
A repeatable local lead-generation engine with clearer downstream quality.
Creative, campaign structure, retargeting, and CRM visibility operated as one connected system.
Why this remodeling marketing case study matters
The account shows what happens when creative, campaign structure, and CRM visibility are treated as one system.
For a high-ticket local service, the goal is not simply to buy the cheapest lead. It is to create a repeatable flow of homeowner conversations at economics the business can keep working with.
Scope of work
- Meta Ads strategy and management
- Campaign architecture
- Audience and funnel testing
- Creative and messaging direction
Optimization
- Budget allocation
- Retargeting strategy
- Conversion tracking oversight
- Lead-to-appointment analysis
Bottom line
861 direct leads from $13,807 in comparable Meta lead-generation spend, with July CRM data showing 28 of 141 new contacts reaching the appointment stage.
New England Additions results explained.
How many homeowner leads did the Meta Ads system generate?
The comparable direct lead-generation campaigns generated 861 homeowner leads from $13,807 in spend.
What was the blended cost per lead?
The direct lead-generation campaigns produced a $16.04 blended CPL. Applications and webinar registrations were kept separate from this calculation.
Which campaign layers drove the results?
The primary lead campaign generated 679 leads, warm-audience retargeting generated 114, and legacy lead campaigns added 68. A separate application funnel produced 15 applications.
How was lead quality measured in July 2026?
July produced 127 direct Meta leads. In the CRM cohort, 28 of 141 new contacts reached the appointment stage, a 19.9% rate.
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