SMC, a UK-based insulation and construction company, had never run an ad or built a social presence before. Here's how their first campaign turned into qualified leads at under £2.50 each.
SMC was a brand-new company with no online presence at all, and no history of running ads. Everything (the content, the channels, the campaign) had to be built from zero, with nothing existing to build on.
We led with education, not a hard sell. Most homeowners don't know why loft or wall insulation actually matters, so we built graphical explainer content around the case for it: the energy savings, the comfort difference, what "insulation" actually solves. Alongside that, we produced before-and-after footage of the team's own installs to make the work tangible.
Once that content existed, we ran it as Meta ad creative: a campaign built specifically around external wall insulation, live for about 30 days.
20 leads came in at £2.40 each, for a total spend of just £48.07, and half of them, 10 leads, were qualified: homeowners with older properties who actually need insulation work.
Insulation work in the UK is often eligible for government-backed energy schemes, but only for homes that actually qualify: typically older properties with poor existing insulation. A lead that isn't a homeowner in that position is a wasted one.
Because the ad creative led with education about who the work actually helps, half the leads that came in were already the right kind of homeowner, not just anyone who clicked.
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