A remodeling company got 53 leads at $19.95 each from simple before-and-after Facebook ads

A family-owned company with 25 years of experience in construction, home remodeling and contracting. It combines new technology and methods with proven construction practices and works closely with every client — before, during and after a project.

The website wasn't bringing in visitors from search yet, and the business needed more inquiries — fast. Getting a website to bring in visitors from search takes good content, time and consistency.

So the goal was to get leads right away by making the Facebook budget work harder. Once the website starts bringing in traffic and leads on its own, the company can rely less on paid ads.

Before-and-after project photos are one of the strongest formats for social media. As regular posts they get lots of reactions, and they usually outperform other boosted posts.

In the first week, after spending just $95, website sessions grew by 67% and leads by 22%. Four months later the ads were still performing at about the same level.

CTR (click-through rate) is the share of people who clicked among everyone who saw the ad.

Industry benchmarks for home improvement ads on Facebook show an average CTR of about 0.7% and an average cost per click of about $2.93. These ads had a CTR five times higher, and their clicks were almost 15 times cheaper. Still, a good rate is any rate that's better than what your business had before.

Bonus: the extra traffic led people to explore other content on the website, which improved results across several lead sources and pages.