WPC Fence & Deck Meta Ads: 208 Leads at $31.52 CPL
An anonymized U.S. manufacturer and installer of WPC (wood-plastic composite) fence, deck and gate systems used Facebook and Instagram ads to reach two audiences at once: homeowners across four Southern California counties, and fence, deck and landscape contractors.
$6,557 in ad spend
208 leads at $31.52 per lead
140 homeowner leads at $27.09
40 leads in the best week at $19.13
11 consultations scheduled in the logged sales window
Reporting window: August 1 - September 18, 2025, on a budget of about $50 a day per audience.
Alexey Beletsky and team built the offers and the creatives, ran both campaigns and tracked every lead through a five-day call and SMS follow-up log. This case measures lead generation and booked consultations; revenue is not part of the report.
$6,557 in ad spend
208 leads at $31.52 per lead
140 homeowner leads at $27.09
40 leads in the best week at $19.13
11 consultations scheduled in the logged sales window
Reporting window: August 1 - September 18, 2025, on a budget of about $50 a day per audience.
Alexey Beletsky and team built the offers and the creatives, ran both campaigns and tracked every lead through a five-day call and SMS follow-up log. This case measures lead generation and booked consultations; revenue is not part of the report.
The Challenge: Selling a Premium Outdoor Upgrade to Two Different Buyers
The client makes and installs WPC fence, deck and gate systems - a premium alternative to wood that costs more upfront and has to be explained before anyone asks for a quote. The campaign had to work for homeowners and for professional installers at the same time, on about $50 a day per audience.
A premium product people don't ask for by name
WPC costs more than wood and almost nobody searches for it. The ad had to explain why it is worth more before anyone would ask for a quote.
Two audiences, one small budget
Homeowners across four Southern California counties and installers who buy materials in volume needed different offers, different proof and different creative.
A price objection in every conversation
Quality composite costs more upfront. Without a way to soften the first payment, most homeowners never get as far as requesting an estimate.
Leads are only worth what the calls make of them
Every fence and deck project is closed on a call and a site estimate, so the campaign had to feed a follow-up process, not just fill a spreadsheet.
What We Did: Three Offers, Video First, and a Log Behind Every Lead
The client report records the ad copy and the creatives, the daily delivery data, the lead forms and the call and SMS follow-up log. The following describes what those records support.
Three offers instead of one
Separate campaigns for fence, deck and a Fence + Deck + Gate package, so each homeowner saw the project they already had in mind. The fence offer alone brought 100 of the 140 homeowner leads.
A discount that removes the first objection
50% off professional installation on projects over 100 feet, paired with financing. In the lead forms, 83 of 140 homeowners - 59% - asked for a financing option.
Video carried the creative
Single image, carousel and video versions of every offer ran side by side. Video won: 119 of the 140 homeowner leads, 85%, came from video ads.
Lead forms that qualify
Forms asked what the project was, whether financing was wanted, the zip code and the best time to call, so the sales team knew who to call first.
A parallel contractor campaign
A trade-program offer - contractor pricing, California stock, install commissions - ran to fence, deck and landscape crews and brought 68 leads, most of them companies with one to ten employees.
A five-day follow-up log
Meta lead forms fed straight into the working sheet, and every lead got a logged sequence of calls and SMS over five days, with the outcome written next to it.
The Results: 208 Leads, a $27 Homeowner CPL and Booked Consultations
Metrics are recalculated from the dated daily rows of the client report, August 1 - September 18, 2025, and from the lead and sales logs recorded in the same workbook.
- 208Fence, deck and contractor leads from $6,557 in Meta ad spend across two parallel campaigns
- $27.09Cost per homeowner lead: 140 leads from $3,793, at a 2.23% click-through rate on 1,595 clicks
- $19.13Cost per lead in the best week: 40 homeowner leads from $765, August 11-17, at a 2.60% CTR
- 68Contractor leads from $2,764, with the two strongest weeks landing at $25-29 per lead
- 85%Of homeowner leads came from video creatives - 119 of 140, against 21 from static and carousel
- 11Consultations scheduled in the sales window logged in the report, worked with 394 calls and 372 SMS
The report this case is built on, August 1 - September 18, 2025: $6,557 in Meta ad spend delivered 208 leads at $31.52 each across two audiences. Homeowners came in at $27.09 a lead, contractors at $40.65, and the best week landed 40 homeowner leads at $19.13. Rows are recalculated from the dated daily rows; lead names and contacts are removed.
Lead growth week by week: the homeowner campaign launched on August 1 and the contractor campaign joined on August 14, reaching 208 leads together. The strongest week brought 40 homeowner leads at $19.13. Below it, the follow-up log behind those leads: 394 calls and 372 SMS produced 19 interested prospects and 11 scheduled consultations.
The creatives behind the numbers: every offer ran as single image, carousel and video at the same time. For homeowners video took 119 of 140 leads, 85% of them. The fence offer alone accounted for 100 leads, and 59% of homeowners asked for a financing option. For contractors the carousel set led instead. Brand names and logos are removed.
The Key Insight
The campaign answered the question it was funded to answer: Meta Ads can fill a WPC fence and deck pipeline on both sides of the market, on a small daily budget. In seven weeks, $6,557 delivered 208 leads at $31.52 each - 140 homeowners at $27.09 and 68 contractors at $40.65 - and the sales log turned the best of them into 11 scheduled consultations.
Three things drove it.
Video did the explaining. WPC is a product people have to understand before they buy it, and a static banner has no room for that. Every offer ran as single image, carousel and video at the same time, and video took 119 of the 140 homeowner leads - 85% of them. The best week of the whole campaign, 40 leads at $19.13, was a video week.
The offer beat the product. The strongest creative did not sell composite material, it sold a reason to act now: 50% off professional installation on projects over 100 feet, with financing behind it. It showed up in the forms - 83 of 140 homeowners, 59%, asked about a financing option, and the fence offer alone accounted for 100 of the 140 leads. The price objection was real, and the offer answered it before the call.
The second audience paid for itself. The same account ran a contractor trade-program campaign in parallel: 68 leads from $2,764, most of them small crews of one to ten employees - deck builders, fence installers, landscapers and general contractors. Its two strongest weeks came in at $25-29 per lead while targeting ran broad; when the geography was narrowed, cost per lead rose sharply. That is a targeting lesson worth more than the leads themselves.
The next step for this channel is to scale what already works: more video against the fence offer, a separate campaign for gate and deck projects, financing built into the creative instead of the small print, faster first contact on new leads, and revenue tracked back to the lead so cost per lead can become cost per signed project.
Three things drove it.
Video did the explaining. WPC is a product people have to understand before they buy it, and a static banner has no room for that. Every offer ran as single image, carousel and video at the same time, and video took 119 of the 140 homeowner leads - 85% of them. The best week of the whole campaign, 40 leads at $19.13, was a video week.
The offer beat the product. The strongest creative did not sell composite material, it sold a reason to act now: 50% off professional installation on projects over 100 feet, with financing behind it. It showed up in the forms - 83 of 140 homeowners, 59%, asked about a financing option, and the fence offer alone accounted for 100 of the 140 leads. The price objection was real, and the offer answered it before the call.
The second audience paid for itself. The same account ran a contractor trade-program campaign in parallel: 68 leads from $2,764, most of them small crews of one to ten employees - deck builders, fence installers, landscapers and general contractors. Its two strongest weeks came in at $25-29 per lead while targeting ran broad; when the geography was narrowed, cost per lead rose sharply. That is a targeting lesson worth more than the leads themselves.
The next step for this channel is to scale what already works: more video against the fence offer, a separate campaign for gate and deck projects, financing built into the creative instead of the small print, faster first contact on new leads, and revenue tracked back to the lead so cost per lead can become cost per signed project.
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