- Client
- Agency marketing to childcare owners
- Channels
- Meta Traffic + Meta Lead Form
- Media spend
- $3,886, Jul – 23 Oct 2026
- Audience
- Centre owners, Australia + US
The challenge
A small B2B audience on a consumer platform.
The agency sells to childcare centre owners, a hard-to-find audience on Meta. Goal: genuine owner enquiries that reach the founders. The account inherited from a previous agency had four problems.
- Leads went nowhere.39 submissions over 15 months never reached a CRM or inbox, then expired.
- Wrong objectives.580 clicks bought with no lead goal, so zero leads.
- Broken measurement.Four pixel IDs, a blank conversion event, the old agency's privacy policy on the form.
- No owner targeting.No "centre owner" segment; job-title targeting reached mostly staff and parents.
What I did
- 01Fixed the plumbing first. One pixel, correct privacy links, the broken lead sync repaired, every lead to a live sheet and both founders.
- 02Two-funnel structure. A revenue calculator lets owners see their occupancy gap; a lead form turns warm owners into strategy calls.
- 03Let the copy do the targeting. Broad audience, owner-to-owner language ("your centre", "occupancy") so the creative filters for owners.
- 04Creative system. Eight statics, a five-variant copy pool, naming and UTMs on every ad, plus vertical Reels.
- 05Daily lead QA. Test and junk rows removed each morning; only genuine owner enquiries counted.
- 06Opened the US. A US test market with localised copy and owner job-title signals, under an A$500 cap.
Results
From 5–6 days between owner leads to about one.
MeasureInheritedRebuilt
Leads delivered to sales0All (100%)
Verified owner leadsnot checked18
Cost per verified owner leadno usable leads$216
Revenue-calculator visits—518 at $0.56
MarketsAustraliaAU + US
Meta Ads Manager and daily lead QA log. Inherited: Apr 2025 – Jun 2026. Rebuilt: Jul – 23 Oct 2026. AUD ex-GST.
The insight
A lead that never reaches a person is worth nothing, whatever it cost.
On paper the old account was cheaper per lead. In reality its cost per contactable lead was undefined. Fixing routing and measurement came before any optimisation, because only then does cost per lead mean anything.
Next: raising daily budget so Meta gets enough weekly conversions to exit learning and sharpen lead quality.
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