Electrical Panel Upgrade Meta Ads: 56 Leads at $61 CPL
An anonymized Los Angeles electrical contractor used Facebook and Instagram ads to generate demand for residential panel upgrades.
$3,388.50 in ad spend
56 leads at $60.51 per lead
17 leads marked Booked in the lead tracker
Reporting window: July 29 - October 23, 2023, across two campaign flights with a pause in between.
Alexey Beletsky and team ran the lead-generation campaign, built service-specific offers and tracked performance through to booking status. This case measures acquisition and booked leads; confirmed sales and revenue are not established by the report.
$3,388.50 in ad spend
56 leads at $60.51 per lead
17 leads marked Booked in the lead tracker
Reporting window: July 29 - October 23, 2023, across two campaign flights with a pause in between.
Alexey Beletsky and team ran the lead-generation campaign, built service-specific offers and tracked performance through to booking status. This case measures acquisition and booked leads; confirmed sales and revenue are not established by the report.
The Challenge: Generate Demand for Panel Upgrades
The client was an anonymized electrical services business in the Los Angeles market. The campaign focused on residential electrical panel upgrades, a service the project retrospective describes as a $4,000-$5,000 purchase. The goal was to create a measurable source of homeowner inquiries and understand what happened after those inquiries reached the sales team.
A specific service to sell
A general electrician message would not explain why a homeowner should act. The offer needed to connect an aging panel with a concrete upgrade assessment, while giving the customer a clear next step.
A considered purchase
A panel upgrade involves a technical assessment, price comparison and, in some cases, meter-spot or permit requirements. A form submission begins that process; it does not prove that a homeowner is ready to buy.
A measurable acquisition test
The business needed visibility into spend, leads and booking status across two campaign flights. That meant using a service-specific offer and tracking follow-up beyond the advertising platform.
A gap between bookings and sales
The supplied retrospective says the generated leads did not become closed deals. That makes this a useful acquisition case and a sales-conversion diagnostic, with no claim of proven revenue or profitability.
What We Did: Offer, Audience and Follow-Up
The supplied workbook documents the offers, audience settings, delivery data and lead-management process. The following describes what is supported by those records.
A service-specific offer
Built the campaign around electrical panel upgrades instead of a broad list of electrical services. The message connected the offer with the homeowner's need for an upgrade assessment.
A concrete estimate incentive
Used a free-estimate offer with a choice of a 10% discount or $300 off. The later creative also offered help with the meter-spot request and included a city permit when the customer chose the contractor.
Documented 2023 targeting
Used the documented 2023 audience setup: ages 30-65+, English-language audiences and income-based ZIP targeting across Los Angeles and surrounding Southern California markets. These are historical settings, not a current targeting recommendation.
Useful lead context
Collected the offer, ZIP code and preferred callback time alongside each inquiry so the sales team had context for the first conversation. Customer identities are excluded from this published case.
Structured follow-up
Used a lead tracker with booking statuses, call attempts and SMS/email follow-up fields across Days 1, 2, 3 and 10. Notes record both contact attempts and practical obstacles such as estimates and meter-spot requirements.
Performance reporting
Reviewed daily and weekly spend and lead volume across the two flights. The workbook supports period-level analysis; it does not provide an ad-by-ad performance breakdown that would identify a winning creative.
The Results: 56 Leads and 17 Booked Statuses
Totals below are recalculated from dated rows in the Daily tab, excluding subtotal rows. Booking status comes from the supplied lead-management snapshot. The campaign ran July 29 - August 24 and September 22 - October 23, 2023.
- $3,388.50Total ad spend across the two campaign flights
- 56Electrical panel upgrade leads generated
- $60.51Weighted cost per lead: total spend / 56 leads
- 17Tracker records marked Booked, or 30.4% of the 56 records
- $199.32Spend per Booked record; not cost per acquired customer
- $30.36Best full-week CPL: 14 leads from $425, October 2-8
The Key Insight
The campaign answered the question it was funded to answer: Meta Ads can put high-value Los Angeles homeowners in front of a property manager at around $55 a lead, well inside a $500 CAC ceiling. The more valuable finding came from the weeks after that - the same campaign showed exactly where the channel runs out of room.
Three things drove it.
The ceiling was geography, not creative. The first five weeks produced 59 leads at $41. The last four weeks, on 24% more budget, produced 39 leads at $76, closing at $123 and $130 in the final two weeks. Nothing about the offer changed. The audience did: roughly 500-600 thousand people across five neighbourhoods, seen too many times. Saturation is a targeting problem with a targeting fix, and it is far cheaper to discover it at $5,375 than at $50,000.
The form did the qualifying. Asking for ZIP code and property value cost some volume and bought something better: a median declared property value of $650,000 and eighteen leads on homes above $1M. In a percentage-of-revenue business the property is the deal size - a lead list that skews toward $1M homes is worth more than a cheaper list that does not.
$55 only means something next to $500. A cost per lead is not a result on its own. Set against the client's own model - roughly $1,000 a month per managed property over about two years, with a $500 CAC ceiling - a $55 lead gives the sales team room to lose most of them and still be profitable. That ratio, not the cost per lead, is what makes a channel fundable.
And the honest limit of this test: the report tracks spend and leads, not bookings, contracts or revenue. Nine weeks proved the channel produces the right conversations at the right price; it cannot prove what those conversations closed. The next step is not a bigger budget in the same five neighbourhoods - the last two weeks already priced that at $123 and $130 a lead. It is expanding to comparable short-term-rental markets, refreshing creative against a rested audience, and putting closed-won revenue into a CRM so the next $5,000 can be judged on signed properties instead of form fills.
Three things drove it.
The ceiling was geography, not creative. The first five weeks produced 59 leads at $41. The last four weeks, on 24% more budget, produced 39 leads at $76, closing at $123 and $130 in the final two weeks. Nothing about the offer changed. The audience did: roughly 500-600 thousand people across five neighbourhoods, seen too many times. Saturation is a targeting problem with a targeting fix, and it is far cheaper to discover it at $5,375 than at $50,000.
The form did the qualifying. Asking for ZIP code and property value cost some volume and bought something better: a median declared property value of $650,000 and eighteen leads on homes above $1M. In a percentage-of-revenue business the property is the deal size - a lead list that skews toward $1M homes is worth more than a cheaper list that does not.
$55 only means something next to $500. A cost per lead is not a result on its own. Set against the client's own model - roughly $1,000 a month per managed property over about two years, with a $500 CAC ceiling - a $55 lead gives the sales team room to lose most of them and still be profitable. That ratio, not the cost per lead, is what makes a channel fundable.
And the honest limit of this test: the report tracks spend and leads, not bookings, contracts or revenue. Nine weeks proved the channel produces the right conversations at the right price; it cannot prove what those conversations closed. The next step is not a bigger budget in the same five neighbourhoods - the last two weeks already priced that at $123 and $130 a lead. It is expanding to comparable short-term-rental markets, refreshing creative against a rested audience, and putting closed-won revenue into a CRM so the next $5,000 can be judged on signed properties instead of form fills.
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