founder-led and ugc creative turned $877 in ad spend into $30,000+ in landscaping revenue.

a texas landscaping owner ran founder-led and ugc video alongside statics across four ad sets, generating 52 qualified leads at about $17 each and closing 15 jobs at a ~$2,000 average ticket. the lead and spend figures below come straight from the meta ads manager screenshot shown on this page.

leads

$17

cost per lead

jobs closed

$30K+

revenue

Meta Ads Manager showing four ad sets for one campaign. Jotform UGC custom audience: 24 website leads at $15.55 per lead, $373.26 spent. Jotform New Statics: 2 leads at $34.91 per lead, $69.82 spent. Jotform UGC: 24 website leads at $13.42 per lead, $322.05 spent. Jotform: 2 website leads at $55.91 per lead, $111.81 spent. Fifty-two leads and $876.94 in total spend across the four ad sets. — Meta Ads Manager, four ad sets in one campaign. The two UGC sets produced 48 of the 52 leads at $13.42 and $15.55 each; the two static sets produced 2 leads each at $34.91 and $55.91. The four rows total 52 leads and $876.94 in spend — the numbers quoted throughout this case study.

01 — how it started

the starting point

the account was running meta's built-in instant forms. they are cheap to fill in and that is exactly the problem — a homeowner can submit one in two taps without ever intending to buy, so the pipeline looked healthy while the booked-estimate count stayed flat. the owner also had something most landscaping accounts do not: he was willing to be on camera.

02 — approach

what we did

two changes. first, meta's instant form was replaced with a custom qualifying form, so a lead cost the homeowner a little effort and arrived with real intent. second, the creative rotation was rebuilt around founder-led and ugc video, with statics kept only as a control. the ads manager screenshot shows how sharply those two ad sets separated from the statics.

phase 01 · the form

a custom form instead of meta instant forms

swapping the instant form for a qualifying form of our own raised lead quality sharply. nearly every qualified lead went on to book an estimate, which is what turned a modest 52-lead month into 15 closed jobs.

leads: 52
lead-to-close: 29%

phase 02 · the creative

ugc and founder-led video carried the volume

across four ad sets, the two ugc sets produced 48 of the 52 leads at $13.42 and $15.55 per lead. the two static sets produced 2 leads each, at $34.91 and $55.91 — two to four times the cost for a fraction of the volume. statics stayed in the rotation as a control; the ugc audiences did the work.

ugc cost per lead: $13–$16
statics cost per lead: $35–$56

03 — results

full-funnel breakdown

ad spend: $876.94
ad sets: 4
leads: 52
blended cost per lead: $13–$17
jobs closed: 15
lead-to-close rate: 29%
avg. ticket: ≈ $2,000
revenue: $30,000+

04 — comparison

before vs. after

before

lead form: meta instant forms
winning creative: statics
cost per lead: $35–$56
lead quality: unqualified volume

after

lead form: custom qualifying form
winning creative: ugc + founder-led video
cost per lead: $13–$16
lead quality: nearly all booked an estimate

a 29% lead-to-close on 52 leads beats a 5% close on 300. the two levers were lead quality and creative format, not budget — the whole campaign ran on under $900.

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notes: leads, ad spend, and cost per lead are tracked figures pulled directly from meta ads manager and shown in the screenshot above — the four ad sets total 52 leads and $876.94 in spend. jobs closed, close rate, average ticket, and revenue are client-reported. the durable takeaway here is the ~29% lead-to-close driven by lead quality; the raw revenue-to-spend ratio is real but treated as an outlier.

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