327 leads in a complex construction niche in France Meta ads

About the client

The client is a development company from France engaged in building modern houses, cottages, and multi-story buildings. At the start of the project, the client had nothing: no social media pages, advertising account, analytics, CRM. The task was set — to fully launch lead generation from scratch through Meta Ads (Facebook/Instagram), working with a limited budget.

What we did

Preparatory stage:

Created a business manager, advertising account, pixel from scratch.

Set up pages and all necessary integrations for ad launch.

Conducted an in-depth competitor analysis in the French construction market.

Developed a campaign launch strategy considering budget constraints.

Built a campaign structure with audience segmentation and creatives.

Launch and optimization:

Launched 5 advertising campaigns.

Tested 18+ different audiences.

Tested 10+ creatives, including banners, videos, slideshows.

Conducted deep optimization: replaced connections, cut ineffective ones.

Implemented a table instead of CRM to record lead statuses (MQL/SQL), as the client had no CRM.

Regularly tested 2–3 new creatives weekly.

Results

In total, received 327 leads, including:

Campaign 1: 156 leads

Campaign 2: 92 leads

Campaign 3: 75 leads

Campaign 4: 2 leads

Campaign 5: 2 leads

Budget:

Total spent approximately €2,000 (staged: €363, €176, €80, €1,230, €150)

Cost per lead:

Lowest cost per lead — €1.61 (Ad5)

Best monthly result — €2.45 per lead (au-3)

Other effective creatives:

Ad4 — 88 leads at €2.22

Ad8 — 15 leads at €1.61

Ad10 — 1 lead at €0.59

Other metrics:

CTR reached a maximum of 3.08%, average level — 2%+

Cost per click (CPC): from €0.07 to €0.32

CPM (cost per 1000 impressions): over €13, which is an adequate indicator for France

Challenges in work

Low feedback from the client. Although we implemented a table for updating lead statuses, they were filled partially. Instead of clear SQL feedback, we received general responses — “called,” “went out,” “sent commercial offer.”

Budget constraints. Despite small budgets, we managed to deliver results and surpass the market average.

Complex niche. Construction is one of the most competitive topics in France, especially in Meta Ads advertising.

Conclusions

Thanks to a structured strategy, regular testing, and optimization, we managed to build a full-fledged advertising infrastructure for the client in the construction sector in France from scratch. Within the limited budget, we attracted 327 leads with a stable application cost from €1.61 to €2.45. The case confirms that even in a complex B2B niche, without CRM and with minimal resources, it is possible to achieve results — provided there is a systematic approach, clear segmentation, and competent work with creatives and audiences.