Skip to content
MPW MINI CASE STUDY: T.F. O’BRIEN Instant Form Lead Gen With Cool Results
We pride ourselves on being in our clients’ corner with a focus on driving measurable ROI for every dollar we spend. For T.F. O’Brien, we noticed Facebook was delivering excellent top of funnel awareness and low cost web traffic but the ad spend wasn’t translating into trackable leads. Starting in June, we decided to focus our Meta budget on low-friction instant form campaigns. We know that in the competitive home services market, making it easy for customers is key; that’s where Instant Forms shine.
THE STRATEGY:
Cutting Friction and Hitting the Mark
We leveraged the power of Instant Forms to bypass the friction of clicking through to a website, ensuring we captured high-intent leads using clear messaging and attention-grabbing Calls to Action (CTAs). Our plan was built on a foundation of smart testing and optimization:
- Mixed Media Approach: To improve reach and keep the campaign fresh, we utilized a mix of creative assets, including engaging Reels, detailed Carousels, and professional Static Ads.
- AI Optimization: We chose multiple headlines and descriptions for each ad. This strategy gave the Facebook delivery system plenty of information to optimize from, helping us serve the right ad to the right person at the right time.
- Precision Targeting: We honed in on a high-value audience by targeting Homeowners, Higher-Income Households, and HVAC intent. We used multiple targeting options and let the algorithm pick the winning formula.
- Continuous Improvement: We constantly refreshed creatives, turning off the lowest performers and using the ads with the highest Click-Through Rates (CTR) to adapt and create new, winning concepts.
THE RESULTS:
A Sizzling Summer of ROAS
This focused campaign delivered a strong return on investment, successfully generating significant revenue for T.F. O’Brien and validating our strategy of capturing new customers directly on the Meta platforms. We successfully created an efficient pipeline, securing dozens of qualified leads at an extremely effective cost, proving our strategies can drive up the bottom line.
| Lead Generation & Financial Performance | Outcome |
|---|---|
| Total Qualified Leads Generated | 52 |
| Cost Per Lead (CPL) | $34.00 |
| Total Amount Spent | $2,550.00 |
| Booked Estimates | 7 |
| Jobs Completed | 2 |
| Total Revenue Generated | $16,187.00 |
| Return On Ad Spend (ROAS) | 634.78% |
Let’s turn your social reels into lead machines.
From reels to instant forms, we help brands create seamless pathways from awareness to action. Reach out to learn how we can advance your digital performance.
Stay Informed.
Join Our Monthly Email Series.