$62 CPL on lead-gen Meta ads
Direct-response edits for a bathroom remodel offer — offer-first structure, fixed-price typography and qualification-style CTA built for cold local traffic.
A Rise Construction lead-gen Meta ad for a fixed-price bathroom remodel offer aimed at cold local traffic.
Opened on a before/after frame with the fixed price on screen in the first 2 seconds, cleaned the VO mix, added motion typography for price/timeline/warranty, and shipped 2 distinct cuts in 4:5 and 1:1 with a qualification-style CTA.
$62 CPL on Meta lead gen at a 1.5% CTR and $1.18 CPC across the campaign window.
A customer-testimonial open against the before/after hook to compare trust drivers on the same offer.
Note · Client-reported results from the Rise account during the lead-gen campaign window.
- Offer and price land in the first 2 seconds for cold traffic.
- Before/after carries the proof — no extra claims to defend.
- Qualification-style CTA pre-filters leads, not just clicks.
What the client needed
Rise needed cold-traffic Meta creative that booked qualified bathroom remodel calls, not just clicks. Existing cuts buried the offer and the price, so leads came in expensive and unqualified.
What I changed
- 01Hook · before/after frame in the first 2s with the fixed price on-screen
- 02Pacing · cut dead air around the VO, tightened transitions on b-roll
- 03Captions · large, readable subtitles for silent autoplay
- 04Callouts · motion typography on the price, timeline and warranty
- 05CTA timing · qualification-style CTA at second 12 and on end card
- 06Sound design · cleaned room tone, balanced VO above the bed
- 07Ratio exports · 4:5 and 1:1 masters for FB/IG lead-gen placements
- 08Variant structure · 2 distinct cuts off the same footage for split-testing
Exact outputs shipped
Old creative vs. new cut
Generic remodel pitch, no fixed price on screen, slow CTA.
Offer-first cut: fixed price up front, qualification-style CTA.
What I would test next
Three creative angles I'd brief into the next test cycle to keep the account learning without resetting what's already working.
Test a customer-testimonial open against the before/after hook to compare trust drivers.
Add a financing-angle variant ($X/month framing) to broaden the offer for price-sensitive leads.
Cut a 9:16 Reels version with vertical before/after framing to expand placements without rebuilding the ad.
Related ad versions
Where the numbers come from.
A transparent index of campaign metrics shown across this site — with the source and the context attached to each row.
- ClientVinceroDTC watches · Meta paid social · UGC/product editMetrics3.4x ROAS · 1.8% CTR · $0.92 CPC · $38 CPASourceClient-reported campaign metrics
- ClientJacob CharlesPersonal brand · UGC Meta seriesMetricsAround 4x ROAS · top 1% Meta adsSourceUpwork client review / client-reported result
Numbers are tied to specific campaigns and windows. Shown for context on the creative work, not as a forecast.
Want this kind of teardown for your ads?
Send one live ad. If it fits my focus, I'll send back a short video or written teardown — hook, pacing, offer, and two angles I'd test next.