SAMPLE CAMPAIGN PROJECTION
What 30 days with Lenovate looks like — the full breakdown.
A walk through the targeting strategy, ad structure, and math behind a Greater Boston roofing campaign built on a $750 ad spend.
The scenario
A roofing company based in Medford, MA wants to fill its calendar for the next 30 days. They're spending $750 on Facebook ad spend. Lenovate builds and manages the campaign — creative, targeting, optimization, and lead delivery — included in the management fee.
Here's exactly how that $750 gets deployed and what it's expected to produce.
Step 1 — Audience targeting
The campaign targets homeowners in a defined radius around the client's base zip code — typically 20–35 miles, filtered to zip codes with the right property-value and home-age profile for roofing demand. We layer in:
- Homeowner status (Facebook household data)
- Home age signals (older housing stock = more likely to need a roof)
- Interest and behavior signals for home improvement
- Exclusion of renters and recent movers
The Greater Boston market — Middlesex, Norfolk, and Suffolk counties — gives us a qualified pool of roughly 180,000–240,000 homeowners to work with, large enough to reach efficiently without going statewide.
Step 2 — The math
Meta's home services benchmarks for the Greater Boston DMA give us the following baseline inputs:
| Metric | Benchmark | Result |
|---|---|---|
| Ad spend | — | $750 |
| CPM (cost per 1,000 impressions) | $18–$24 for home services in Boston | ~35,000 impressions |
| CTR (click-through rate) | 0.9%–1.3% for direct-response home services ads | ~315–455 clicks |
| Landing page conversion rate | 6%–9% for a well-structured lead form | ~19–41 leads |
| Estimated cost per lead | ~$18–$40 depending on niche and creative | |
| Conservative projection | ~27 leads · ~$28 CPL | |
These numbers assume a clean landing page, a strong offer in the ad copy, and at least 7–10 days of campaign optimization. The first week of any campaign is the algorithm learning — CPL typically drops 20–40% between day 7 and day 21 as Meta finds the right audience within the targeting parameters.
Step 3 — What "qualified" means
A lead isn't a lead unless it's worth calling. Lenovate's campaigns are structured to pre-qualify intent at the form level. Every lead submission includes:
- Name and direct phone number — so you can call, not chase
- Service type — roof repair, full replacement, inspection, etc.
- Zip code — confirming they're in your service area
- Timeline — are they looking now, in 1–3 months, or just browsing
Leads that indicate "just researching" or fall outside the service zip codes are flagged. The 5-lead guarantee refers to leads that pass these filters — people with a real job and a near-term timeline.
Step 4 — Ongoing optimization
- Days 1–7: Campaign launches. Meta's algorithm explores the audience. We monitor CPM, CTR, and early form submissions daily.
- Days 7–14: First optimization pass. We cut underperforming placements and ad creatives, consolidate budget into what's working, and adjust targeting if initial CPL is too high.
- Days 14–30: Scaling phase. Budget is concentrated on the winning audience and creative combination. CPL typically stabilizes here.
Why the guarantee is 5 — not 15
The projection shows what a well-run campaign typically delivers. The guarantee is set at 5 because it's achievable even in a slower month, a tighter niche, or when the first week of optimization runs long. We set the floor conservatively so we can always clear it — then aim to beat it. If we hit 15, you pay the same $1,000 management fee you would have paid for 5. That asymmetry is intentional: when the campaign outperforms, you keep the upside.
Why roofing for this example?
Roofing is one of the highest-value home services niches for Facebook lead generation. The average residential roofing job in Greater Boston runs $8,000–$18,000, which means a single closed lead from a $750 campaign pays for the entire month — ad spend, management fee, and all. The math for landscapers and renovators is similar, with slightly different CPL benchmarks and seasonal demand curves.
If you want to see a projection tailored to your specific niche and zip code, that's what the free call is for.
Want to see what this looks like for your specific niche and zip code?
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