Cutting cost per lead for US home services — 40% lower, through segmentation and testing.
Client overview
Zali Digital managed and optimized lead-generation campaigns for service-based businesses in wellness and home services across the United States. These businesses sell appointments and jobs, not products — so the number that matters is how much each qualified lead costs.
The challenge
Lead generation for local services fails in predictable ways:
One audience for everyone. Broad targeting mixes real prospects with people who will never book.
Untested ads. Without structured testing, the same weak message keeps running.
Rising cost per lead. Both problems push the cost of every inquiry up.
Business objectives
Lower the cost per lead.
Improve lead quality by reaching the right households.
Build a testing process that keeps improving results.
Our strategy
Audiences split so each segment received a message that fit its need.
A/B testing applied to ads to find what drives inquiries.
Budget moved to the segments and ads with the lowest CPL.
Execution
Precise segments replaced broad targeting.
Structured tests on ad creative and messaging to lift ad performance and conversion rates.
Ongoing optimization of live lead-generation campaigns across the USA.
Cost per lead used as the decision metric for every change.
Results & growth
Cost per lead fell by 40%.
The same budget now buys roughly 1.67× as many leads.
A repeatable test-and-scale process the businesses can keep running.
Illustration: shows the size of the reported change only. It is not an ad-account screenshot or dashboard.
Results are from a consulting engagement across several service businesses; names and account screenshots are not published. “1.67× as many leads” is arithmetic from the −40% CPL at a constant budget.
Key growth drivers
Precise segmentation. Spend stopped going to people who would never book.
Structured A/B testing. Winning messages were proven, not guessed.
One decision metric. Every change was judged on cost per lead.
Final takeaway
"In lead generation, cheaper leads come from talking to fewer, better-matched people — and testing your way to the message that makes them call."
Leads drying up in your own account? The guide to why Meta ads stop generating leads walks through what to check first.
Let’s grow your business. Facing a similar challenge?
Book a Strategy Call →