At the end of each month, I pull our ad spend and calculate our ROAS (return on ad spend) for each channel.
Right now, we’re paying for leads in 3 channels: Google LSA, Google PPC, and Meta ads. The results were definitely surprising.
For Facebook, each lead is costing about $10. But because this is top of funnel, most leads are more curious than anything. We shoot for a 10-15% conversion rate on Facebook leads which puts our customer per customer at $113.
The thing nobody really tells you about Meta ads is that the people clicking are top of funnel. They weren't even looking for a cleaner when they saw the ad. They got curious, filled out a form, and now you have to chase them down. Google PPC and LSA is the opposite. Those people typed "house cleaner near me" five minutes before they clicked. They're ready to book.
Doesn't mean Meta is bad or the leads are a waste of time. You just need to talk to a lot more to get a close. The cheaper leads still close, and there's volume there I can't get anywhere else. Google LSA has also notoriously not spent my full budget. When you invest in Meta ads, you’re almost guaranteed to spend the full amount because Meta will put your ads in front of everyone where Google LSA only works if people are specifically searching for cleaning services.
Other thing I'm doubling down on: auto-texting leads the second they submit a form. Zapier handles this for us. If they don't respond in 5 minutes, my VA jumps in. That 5-minute window matters more than I thought. After 10 minutes they've likely forgotten all about you.
If you've been running any type of paid advertising and are feeling weird about your cost per customer, actually sit down and run the math on your last 30 days. The price of a lead doesn’t matter nearly as much as the cost to acquire a customer.
Until next time!
Logan
