Schumacher Homes struggled to generate high-quality leads through Meta due to housing ad restrictions, reliance on low-intent on-platform forms, and a perception that Meta was only effective for awareness campaigns.
Schumacher Homes
Paid Media
How Schumacher Homes Used Meta to Drive Quality Leads at Search-Level CPLs
Schumacher Homes believed Meta was useful for awareness and remarketing but not a strong lead driver. They had previously run Meta campaigns that generated soft leads through on-platform forms, but these weren’t converting into sales-ready prospects.
Our team at Single Grain launched a Meta prospecting campaign targeting high-intent audiences, proving that Meta can generate high-quality leads at a cost per lead (CPL) comparable to search.
5.62% Click-to-lead conversion rate
75K+ Impressions
The Results
Based on these results, we are now expanding into additional audience segments and testing new messaging strategies to further scale Schumacher Homes’ Meta campaigns.
CPL
$65
CPL from search ads
Conversion Rate
5.62%
Click-to-lead conversion rate
Quality leads
30
Quality leads generated
Impressions
75K+
Increasing brand visibility with the right audience.
The Problem
Our Goal
Use Meta to drive high-quality leads
Paid Media
Use Meta to drive high-quality leads at a CPL comparable to search.
Challenges
Schumacher Homes faced several hurdles in using Meta for lead generation:
- Perceived lack of lead quality
The client only saw Meta as a platform for awareness and remarketing, not for driving sales-ready leads. - Housing category ad restrictions
Meta limits targeting options for housing-related ads, restricting audience selection and removing the ability to use lookalike audiences. - Reliance on on-platform forms
Previous campaigns relied on Meta lead forms, which often resulted in lower-intent leads.
The Results
Based on these results, we are now expanding into additional audience segments and testing new messaging strategies to further scale Schumacher Homes’ Meta campaigns.
CPL
$65
CPL from search ads
Conversion Rate
5.62%
Click-to-lead conversion rate
Quality leads
30
Quality leads generated
Impressions
75K+
Increasing brand visibility with the right audience.
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