Case Study
How a Remodeling Business Generated a $500,000 Pipeline & Closed a $100K Job with Facebook Lead Generation
$500K
Pipeline Generated
$100K
Job Closed
154
Total Leads
~$30
Avg. Cost Per Lead
47K+
People Reached
$4585
Total Ad Spend
About the client
Home Remodeling Contractor
Our client is a home remodeling contractor serving New York homeowners with high-quality renovation work. Like many contractors, they had strong craftsmanship but no reliable digital system to bring in new project inquiries and grow their pipeline beyond word-of-mouth referrals.
The Challenge
Starting From Scratch — The Right Way
When this client came on board, there was no CRM, no lead tracking, and no paid advertising in place. The goal was to build a full end-to-end lead generation system that could bring in qualified leads and actually manage them toward booked jobs.
Here’s what needed to be built from the ground up:
- A CRM (GoHighLevel) to capture, organize, and track every incoming lead
- Automated follow-up sequences so no lead fell through the cracks
- A Facebook advertising strategy to drive consistent inbound inquiries
- A creative testing framework to find winning ads before scaling spend
What we did
Building the Full System
Step 1: CRM & Automation Setup on GoHighLevel
Before running a single ad, the backend was built out properly. A GoHighLevel (GHL) account was configured specifically for a remodeling business — complete with custom pipelines, lead stages, and automated follow-up sequences via SMS and email. The moment a lead came in, they were immediately contacted and nurtured without any manual effort required from the client.
Step 2: Testing Landing Page Campaigns
The first phase drove traffic to a dedicated landing page. Three ad sets were tested across different audiences, spending $410.71 in total. Only 6 website leads came in at an average of $68.45 per lead — and quality was inconsistent. This wasn’t a failure; it was a deliberate testing phase that told us exactly what to do next.
Step 3: Switching to Facebook Lead Form Campaigns
Based on what was learned in testing, the strategy shifted to Facebook’s native lead form ads. Instead of sending people to an external page, prospects could submit their information directly within Facebook — dramatically reducing friction and improving both volume and lead quality.
Two campaigns were run using this approach, each producing strong results and validating the strategy across different time periods.
AD strategy & creative testing
Two Approaches, Both Producing Results
A key part of this campaign’s success was the structured approach to testing — both the ad strategy and the creative format were rigorously tested before doubling down on what worked.
The Andromeda Strategy
One of the frameworks tested was the Andromeda strategy — loading a large number of creative variations into a single ad set and letting Facebook’s algorithm identify the winners automatically. This approach removed guesswork and allowed the platform to optimize spend toward the best-performing creatives faster than manual testing alone.
Standard Ad Set Testing
Alongside Andromeda, traditional ad set testing was also run — splitting audiences and creatives across separate ad sets to gather cleaner comparison data. Both approaches delivered results, validating that the core offer and creative direction were strong regardless of the testing method.
Video Creatives Were the Clear Winners
Video ads consistently outperformed static image ads — delivering the cheapest cost per lead and generating the highest volume of leads across both campaigns. The winning videos featured real project footage from the client’s completed work, making the ads feel authentic and relatable to homeowners actively considering a remodel.
Everything was automated to save Lopatize’s team time and maximize close rate.
Campaign Results
154 Leads. Two Campaigns. Consistent Performance.
Both lead form campaigns delivered strong, consistent results — proving that the system and strategy were repeatable, not just a one-time win.
|
Campaign |
Leads |
Reach |
CPL |
Spend |
|
Campaign 1 (Nov 2025) |
80 |
19,142 |
$25.74 |
$2,059 |
|
Campaign 2 (Oct 2025) |
74 |
28,592 |
$34.13 |
$2,526 |
|
Combined Total |
154 |
47,734+ |
~$30 avg |
$4,585 |
Campaign 1 — Facebook Lead Form Results (Nov 2025):
Campaign 2 — Facebook Lead Form Results (Oct 2025):
THE PIVOT
Landing Page vs. Facebook Lead Forms
Here’s a clear look at how the two campaign formats compared — and why the switch made all the difference:
|
Metric |
Landing Page |
Lead Form |
|
Leads Generated |
6 |
154 combined |
|
Cost Per Lead |
$68.45 |
~$30 avg |
|
Total Spend |
$410.71 |
$4,584.80 |
|
Reach |
2,210 |
49,860+ |
|
Lead Quality |
Lower |
Higher ✓ |
Switching to Facebook Lead Forms delivered 25x more leads at less than half the cost per lead — a decisive win that shaped the entire campaign strategy going forward.
AD CREATIVES
What the Winning Ads Looked Like
All ads targeted New York homeowners actively thinking about a remodel. The creative angle — a free $1,000 premium sink with their kitchen remodel — gave people a compelling, tangible reason to reach out immediately. Video ads showing real project footage performed best, giving the ads an authentic, trustworthy feel.
The combination of a strong hook (targeting NY homeowners thinking about a remodel), a high-value offer (free premium sink), and genuine video footage of completed projects created ads that felt credible — not salesy.
The results
$500K Pipeline. $100K Closed. Real ROI.
With a fully operational CRM, automated follow-up running in the background, and high-performing Facebook lead form campaigns consistently bringing in qualified prospects, the remodeling business saw real, measurable growth:
- 154 qualified leads generated across two Facebook lead form campaigns
- $500,000 in pipeline value built inside GoHighLevel from incoming leads
- $100,000 job closed — a direct result of leads generated through the campaigns
- ~$30 average cost per lead, far below industry benchmarks for home services
- Total ad spend of $4,585 to generate a pipeline worth more than 100x that amount
- A complete lead management system in place, ensuring every future lead is tracked and followed up with automatically
Key takeways
What Made This Work
- Test before you scale: Running structured tests — including landing pages vs. lead forms and multiple creative formats — ensured every dollar of scale went toward what was actually working.
- Platform format matters: Native Facebook lead forms dramatically outperformed landing page traffic for this audience, both in volume and lead quality.
- Video beats static: Real project footage consistently delivered cheaper leads and higher engagement than image-based ads.
- The Andromeda strategy works: Loading multiple creatives into a single ad set and letting Facebook optimize resulted in faster, more efficient creative testing.
- The system is the product: Ads alone don’t close jobs. The GHL CRM and automated follow-up made sure every lead was handled promptly and professionally.
- Speed to lead wins: Automated SMS and email follow-up ensured the client was the first contractor to respond — a massive competitive edge in the home services market
Want results like these for your business?
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