Our Work
Sample case study: Lead generation for a multi-location home-services company
Hypothetical example — how we’d use Google Search, Facebook lead ads and offline conversion tracking to grow qualified enquiries, not just form fills.
Hypothetical sample case study. The brand below is fictional. This page shows how Social Options would plan and run a campaign — it does not describe a real client, real spend or real results.
At a glance
- Brand: Pixel Home Services (fictional)
- Sector: Home services · Lead generation
- Platforms: Google Search, Performance Max, Facebook
- Goal: More qualified booked jobs at a sustainable cost per lead
The challenge
- Lots of enquiries, but many are out of area or not ready to book.
- Ad platforms optimize for any form fill — including poor-quality leads.
- Several locations with different service areas and capacity.
Our approach
Strategy, step by step
- MeasureCall tracking and form submissions as conversions; CRM stages (qualified, booked) imported back to Google Ads and Meta as offline conversions.
- Search firstLocation-specific Search campaigns on high-intent service keywords, with negative keywords to filter DIY and job-seeker searches.
- ExtendPerformance Max with location assets once conversion data is reliable.
- Social leadsFacebook lead ads with qualifying questions (postcode, timeline) to filter before the call.
- OptimizeBudgets by location and capacity; bidding moved toward qualified-lead signals rather than raw form fills.
Creative plan
What we’d produce and test
- Search ads with clear service areas, response times and booking options.
- Facebook creative showing real job types — before/after visuals and simple explainer videos.
- Lead forms with higher-intent questions to trade a little volume for better quality.
Measurement
How we’d judge success
- Cost per qualified lead and per booked job
- Lead-to-booking rate by channel and location
- Search impression share on core service terms
- Call answer rates and response times (shared with the client team)
Reporting
What the client would see
A weekly optimization summary and a monthly report covering spend, conversions, cost per result and what we changed — with platform numbers reconciled against GA4 and the client’s own data.
No results are shown because this is a hypothetical example. Real outcomes depend on the product, market, budget and creative.
Want a plan like this for your business?
Book a free strategy call and we’ll map out an approach for your goals.