$500K in Sales from Paid Ads, The Real Impact is Even Bigger!
Marcell Clark
Verified
1 collaborator
📖 Client Background
This Bermudian solar company was looking to increase its customer base and streamline its advertising efforts. Despite running paid ads before working with me, their campaigns lacked structure, tracking, and strategic testing. As a result, their lead quality was uncertain, and by Q4 2023, they had to implement layoffs due to slow bookings.
👎 The Challenge
Before working with me, the company faced multiple issues in its lead generation strategy:
❌ No structured ad strategy across Meta, Google, or YouTube
❌ Team not tracking analytics to measure CPL or conversion rates
❌ No integration with a CRM, making it impossible to track lead quality
❌ Lack of strategic testing & market segmentation to determine the best-performing audiences/angles
❌ Slow business growth, leading to layoffs in Q4 2023
Although they were running ads, they didn’t have a clear idea of which leads converted into paying customers, making it difficult to improve their approach
👍 The Solution
I stepped in to create a structured, data-driven lead generation system.
The approach included:
✅ Market Research & Audience Strategy – Identified high-intent solar customers in Bermuda
✅ Structured Ad Campaigns – Launched & optimized across Meta, Google, and YouTube
✅ Lead Tracking & CRM Guidance – Advised the client on the importance of CRM adoption (though implementation was handled by another provider)
✅ Data-Driven Optimization – Tracked key KPIs, including Unique Outbound Click Through Rate, Leads, Cost per Lead, Engagement Metrics, and Deals Closed
✅ Sales Team Collaboration – Integrated sales feedback into ad strategy to refine audience targeting and improve lead quality
✅ On-Platform Lead Forms – Introduced lead generation forms on Meta into our strategy, significantly increasing lead capture rates
📈 The Results: Massive Growth in Lead Generation & Business Expansion
Lead Generation Performance
Legend: 🟩 2024 Results 🟧 2023 Results
🏆 CPL decreased by 11% despite a 250% increase in ad spend
🏆 Lead volume increased by nearly 300% (from 92 to 360 leads)
🏆 Higher lead capture efficiency: In 2023, they reached 55k accounts and only generated 92 leads. In 2024, we reached only 17% more people (capped by market population) but generated 5X the number of leads.
* Total ad spend 2024 - $18k in Meta spend + $15k in Google spend = $33k
* Total ad spend 2023 - $5k in Meta spend + $9.5k in Google spend = $14.5k
Financial Impact
![Deals closed 2024 [BD $1.00 = USD $1.00]](https://media.contra.com/image/upload/fl_progressive/q_auto:best/ocykkehdvn5xphg201he.webp)
Deals closed 2024 [BD $1.00 = USD $1.00]
![Deals closed attributed to: organic social, paid social, organic search, paid search [BD $1.00 = USD $1.00]](https://media.contra.com/image/upload/fl_progressive/q_auto:best/ugwng5hmzejgkysnwfjn.webp)
Deals closed attributed to: organic social, paid social, organic search, paid search [BD $1.00 = USD $1.00]
💰 Tracked Revenue from Paid Ads: $140K+
💰 Total Tracked Revenue (Paid + Organic Traffic): $496.45K
💰 Estimated True ROI (Considering Attribution Gaps): 15X+
Why the discrepancy? Many customers see ads but don't click immediately. They search later, making sales look "organic" instead of attributing "paid" efforts. Strict privacy laws limit tracking, meaning the actual revenue impact of our ads is significantly higher.
Business Growth & Expansion
🚀 From layoffs to a fully booked schedule – In 2023, they were cutting staff due to slow business. By late 2024, they had expanded their team and were fully booked for the next 6 months.
🚀 Higher engagement & lead quality – By integrating sales feedback into our targeting, we improved lead qualification over time.
🏆 Breakdown of Our Winning Strategy
1. Leveraging On-Platform Lead Forms
📌 Meta Lead Forms made sign-ups frictionless, drastically increasing conversion rates after optimizing angles based on sales data.
📌 Strongest-performing ads achieved CPLs as low as $9.92 - $10.54
2. Testing & Refining Ad Creative
📌 Identified top-performing angles & messaging based on audience behavior
📌 Shifted budget toward the lowest CPL, highest conversion ads
3. Smart Budget Scaling & Cross-Platform Advertising
📌 Expanded from just Meta to Google & YouTube, creating a multi-platform presence
📌 Improved click-through rates by 69%, proving our ads were more engaging
4. Client Education & CRM Advocacy
📌 While we didn’t implement their CRM, we advised heavily on its necessity
📌 Encouraged lead status tracking & pipeline visibility for long-term growth
🌞 Why This Matters for Companies
Many companies struggle with lead quality and ad efficiency. This case proves that with the right strategy, a struggling company can transform into a fully booked operation in under a year.
✅ Want to scale your business? Let’s talk.
Confidential & Proprietary – This document contains sensitive business information and is intended solely for the recipient. Unauthorized sharing, distribution, or reproduction of this content is strictly prohibited.
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Posted Feb 18, 2025
Achieved massive 15x ROI with Meta & Google Ads— contributing to nearly $500K in revenue. [Project timeline Nov 2023 - current]
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Timeline
Nov 10, 2023 - Dec 12, 2023
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