Home Services
Cut CPL by
51.5%.
10x
More Leads.
Kitchen Refresh had a lead quality problem. Out-of-territory junk was burning the budget while real homeowners in their service area were not being reached. I rebuilt the entire paid acquisition system from the ground up, cut cost per qualified lead in half, and scaled weekly volume by up to ten times.
The Challenge
Kitchen Refresh operates in specific service territories. Their ads were not. A significant portion of every dollar spent was going to homeowners who were completely outside their service area, which meant the sales team was fielding leads they could never close, and the budget was paying for it.
On top of the geography problem, they had a single conversion path: book a call. Lower-intent prospects with real interest but no urgency were falling out of the funnel entirely. Volume was low, quality was inconsistent, and cost per qualified lead sat at $178.
- Out-of-territory leads averaging 6 to 26 per week, wasting sales team time and budget
- Weekly qualified leads stuck at just 6 to 34, with no predictable floor
- Single conversion path meant lower-intent homeowners had nowhere to go
- Cost per qualified lead at $178.32 with no clear optimization path
How I Fixed It
Built exact ZIP code exclusion lists and strict radius controls around each service territory. Not approximate targeting. Exact exclusions, updated as out-of-territory patterns emerged. Out-of-territory leads dropped from a peak of 26 per week down to a maximum of 12, with the average falling to just 2 to 8. That is over 90% of the waste cut.
Instead of one conversion path, I built two. The primary stream drove high-intent prospects straight to booking calls via aggressive Meta targeting at $3 to $7 CPA, consuming 80 to 90% of budget. The second stream introduced a Cost Estimator tool: lower friction, higher volume. Prospects trade contact details for a project estimate, get educated through automated email sequences, and self-qualify by revealing budget and scope. This stream converted at 34%, two to six times the industry average.
Killed the Google Display Network entirely when CPA exceeded 2x Meta's. Moved that budget to Meta where performance was proven. Rotated 2 to 3 new creatives every 30 days to prevent audience fatigue and keep CPAs locked. Combined homeowner status, income levels, and home value data to ensure the ads were reaching people who could actually afford a cabinet refresh.
The Numbers
Before vs. After
Early 2024 campaign performance versus the rebuilt system in late 2024 and into 2025.
| Metric | Early 2024 | Late 2024 / 2025 |
|---|---|---|
| Cost Per Qualified Lead | $178.32 | $86.37 51.5% lower |
| Weekly Lead Volume | 6 to 34 | 50 to 163 5-10x |
| Out-of-Territory Waste | 6 to 26/week | 2 to 8/week 90%+ gone |
| Conversion Paths | Booking call only | Dual-stream funnel 2x paths |
| Monthly CPL Savings | $0 | $25,748/mo $92/lead |
| Qualified-to-Client Rate | 5 to 15% avg | 34% 2-6x better |
The Stack
Work Together
If you are paying too much for leads that go nowhere, or need to scale a local service business without wasting budget outside your territory, let's talk.
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