Case study — Builders & garden rooms
37 enquiries for five-figure building jobs — best ads at £6 a lead
How we tested eight angles for PB Design & Build, killed the expensive ones, and found a garden room offer pulling leads at £6.16 each — for jobs worth £30k+.
Enquiries generated
Best cost per lead
Blended cost per lead
Angles tested
The Challenge
Extensions, loft conversions and garden rooms are big-ticket, slow-decision purchases. Run a generic "we build extensions" ad and you'll pay £20–£40 for every enquiry — if you get any at all.
PB Design & Build needed a steady flow of genuine enquiries across their services, at a cost that makes sense when one converted job is worth five figures.
What we did
The playbook.
- 01
Lead forms, not landing pages.
Instant Meta lead forms so homeowners can enquire in two taps — no website visit needed, every lead lands with a name and number.
- 02
One angle per service.
Separate ads for garages, lofts, extensions, garden rooms and downsizers — so the data tells us which service the market actually wants, not our guess.
- 03
Kill the £20+ leads.
Generic service ads pulled enquiries at £20–£30 each. Fine for testing. Not fine for scaling. They got switched off.
- 04
Lead with an offer people can picture.
"Free flooring & heating, installed, on every garden room booked this month" — a concrete offer on the most visual product. Cost per lead dropped to £6.16, and it's the ad still running today.
What moved the numbers
Same audience. Same budget. A third of the cost per lead.
The difference between a £21 lead and a £6 lead wasn't the targeting — it was the offer. "We build lofts" asks the homeowner to do the imagining. "Free flooring and heating on your garden room this month" gives them something concrete to want, and a reason to enquire now instead of someday.
That's the pattern across every account we run: creative gets you seen, the offer gets the enquiry.
The creatives
The creatives that did the work.
The numbers
The numbers.
| Ad angle | Enquiries | Cost per enquiry | Verdict |
|---|---|---|---|
| Garden rooms — free flooring & heating offer | 10 | £6.16 | The winner — still running |
| Loft conversions | 10 | £21.88 | Retired — too expensive |
| Extensions | 8 | £20.62 | Retired — too expensive |
| Downsizer / more space angle | 3 | £29.58 | Retired |
| Garage conversions | 2 | £14.84 | Paused |
| Extensions — £1,000 off offer | 2 | £38.42 | Early days, small spend |
| Interiors lifestyle | 1 | £12.24 | Paused |
Figures from Meta Ads Manager, [DATE RANGE — TJ TO CONFIRM]. Enquiries are Meta lead form submissions; every account is different and results vary.
They own all of it.
The ad account, the pixel data, the audiences, every lead and every creative belong to PB Design & Build — registered in their name from day one. If they left tomorrow, they'd take everything with them. That's Built to Keep™, and it's how every 99 Ads account works.
Want enquiries like these?
£99/month. No contracts. Leads in 14 days or we work free.