$29 Cost Per Lead from Facebook Ads
How BugShield Defense cracked the Facebook Ads code for pest control and scaled to 300+ leads monthly
The Challenge
BugShield Defense, a family-owned pest control company in Orlando, was struggling with expensive Google Ads and needed a more cost-effective lead generation strategy:
- Google Ads too expensive: Paying $140+ per lead with increasing competition
- Failed Facebook attempts: Previous agency burned $15,000 with only 23 leads
- Seasonal fluctuations: Massive lead drops during winter months
- Limited budget: Only $5,000/month for all marketing
- Poor lead quality: Many leads outside service area or tire kickers
The Breaking Point
"We were about to give up on Facebook completely. Our previous agency said pest control doesn't work on Facebook. But with Google Ads becoming unaffordable, we needed to find another way or stop growing."
— David Rodriguez, Marketing Manager, BugShield Defense
The Facebook Ads Strategy
Campaign Architecture
Prospecting Campaigns:
- • Broad targeting (homeowners 25-65)
- • Interest stacking (home improvement)
- • Lookalike audiences (1-3%)
- • Video view audiences
Retargeting Campaigns:
- • Website visitors (180 days)
- • Facebook page engagers
- • Video viewers (25%+)
- • Lead form openers
Creative Strategy
- ✓ Before/after transformation videos
- ✓ Customer testimonial compilations
- ✓ "Pest of the Month" educational content
- ✓ Seasonal pest prevention tips
- ✓ Time-lapse treatment videos
- ✓ Local community involvement posts
Offer Testing Matrix
- ✓ Free inspection offers
- ✓ First treatment discounts ($49 special)
- ✓ Seasonal bundles (quarterly plans)
- ✓ Emergency same-day service
- ✓ New homeowner packages
- ✓ Referral incentives
Campaign Execution
The Winning Ad Formula
After testing 147 ad variations, we discovered the perfect formula:
Top Performing Ad Structure:
Result: This formula achieved 3.7% CTR and 14.2% conversion rate
Audience Targeting Breakthrough
Our layered targeting approach found the perfect audience:
Best Performing Audiences:
- 1. Homeowners + New movers (CPL: $22)
- 2. Parents + Suburban residents (CPL: $26)
- 3. Home improvement interests (CPL: $28)
- 4. Customer list lookalikes (CPL: $31)
- 5. Broad 35-65 homeowners (CPL: $34)
Exclusion Strategy:
- • Renters and apartment dwellers
- • Outside 15-mile service radius
- • Income under $40k
- • Existing customers
- • Recent leads (90 days)
Result: Improved lead quality by 67% while reducing cost 45%
Lead Form Optimization
Instant Forms Setup:
- • Only 3 fields: Name, Phone, Zip Code
- • Pre-filled from Facebook profile
- • Custom questions for pest type
- • Automated thank you message
- • Instant CRM integration
Follow-up System:
- • Call within 5 minutes (78% contact rate)
- • SMS if no answer
- • Email with helpful content
- • Retargeting for non-converters
Result: 47% lead-to-appointment rate with instant forms
The Results
Performance by Month
| Month | Spend | Leads | CPL | Revenue | ROAS |
|---|---|---|---|---|---|
| Month 1 | $3,000 | 42 | $71 | $7,980 | 2.7x |
| Month 2 | $4,000 | 87 | $46 | $16,530 | 4.1x |
| Month 3 | $5,000 | 143 | $35 | $27,170 | 5.4x |
| Month 6 | $8,000 | 287 | $28 | $54,530 | 6.8x |
| Month 12 | $10,000 | 342 | $29 | $84,000 | 8.4x |
Lead Quality Metrics
- • Valid phone numbers: 94%
- • In service area: 89%
- • Homeowners: 86%
- • Qualified for service: 73%
- • Booked appointments: 47%
- • Closed deals: 31%
Best Performing Ads
- 1. Ant invasion video: CPL $19
- 2. Free inspection offer: CPL $24
- 3. Customer testimonials: CPL $27
- 4. Seasonal pest guide: CPL $29
- 5. Before/after carousel: CPL $31
Business Transformation
"Facebook Ads completely changed our business. We went from barely surviving on expensive Google leads to having more business than we can handle. We've hired 6 new technicians, expanded to 3 new cities, and our revenue has grown 215% year-over-year. The predictability of Facebook leads lets us plan and scale with confidence."
— David Rodriguez, Marketing Manager, BugShield Defense
Scaling Strategy
1. Creative Testing Pipeline
We test 10-15 new creatives weekly, always having fresh content to prevent ad fatigue. Each winning ad typically lasts 3-4 weeks before performance drops. Our creative calendar ensures we're never caught without tested winners ready to scale.
2. Budget Scaling Method
We scale budgets 20% every 3 days when ROAS stays above 5x. This gradual approach prevents the algorithm from destabilizing. We've successfully scaled from $100/day to $500/day while maintaining sub-$30 CPL.
3. Seasonal Adjustments
We've mapped seasonal pest patterns and adjust campaigns accordingly. Spring ant campaigns, summer mosquito focus, fall rodent prevention, and winter termite inspections. This seasonal strategy maintains consistent lead flow year-round.
4. Multi-Channel Integration
Facebook leads are nurtured through email, SMS, and retargeting. Non-converting leads enter a 6-month nurture sequence. This integration increases lifetime value by 45% and generates an additional 30-40 customers monthly from old leads.
5. Expansion Blueprint
Each new city launch follows our proven playbook: Start with $50/day budget, test top 5 performing ads, optimize for 30 days, then scale. This systematic approach has successfully launched 8 new markets with consistent $25-35 CPL.
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