Qualified franchise leads at an £11.66 cost per lead
A conservatory roofing brand wanted to recruit double glazing business owners as approved installers. We built a territory-led landing page and ran a Meta conversions campaign against it. The result: genuinely qualified leads, cheaply, with more than half reaching a booked discovery day.
for a B2B franchise recruitment offer
4 in 5 leads reachable on first contact
and completed the screener call
Recruiting installers, not selling to homeowners
A national conservatory roofing brand manufactures insulated roof panels and wanted to grow its network of approved installers. The target wasn’t homeowners, it was established double glazing and home improvement business owners who could add the brand’s panels to their offering.
That makes this a business-to-business recruitment campaign, not a consumer lead-gen one. The audience is narrow, the offer is considered, and a “lead” only means something if the person behind it is a genuine, contactable business owner who will actually take a call and turn up to a discovery day. Cheap form fills from the wrong people would have been worthless.
A territory-led landing page, then paid social against it
We built the campaign in two parts: the page first, the traffic second, so every click landed somewhere built to convert.
An optimised landing page
A single-purpose page built around the installer opportunity, the offer, the support, and what becoming an approved installer actually involves, with one clear job: capture a qualified enquiry.
Available territories, shown
The page surfaced the territories still open. Showing availability creates relevance and urgency: a business owner sees their area is available and has a concrete reason to act now rather than later.
A Meta conversions campaign
Rather than optimising for cheap clicks or raw form fills, we ran the campaign as a conversions objective with the landing page form as the goal, so Meta optimised delivery toward the people most likely to genuinely enquire.
The form as the conversion event
Using the on-page form submission as the tracked conversion kept the whole funnel measurable, from ad impression to qualified enquiry, and gave the algorithm a real signal to learn from.
Cheap leads that were also real leads
The story here isn’t just a low cost per lead, plenty of campaigns can buy cheap form fills. It’s that the cheap leads held up all the way down the funnel to a booked, screened discovery day.
| Metric | What it means | Result |
|---|---|---|
| Leads generated | Landing page form submissions | 32 |
| Cost per lead | Total spend ÷ leads | £11.66 |
| Phone answer rate | Leads reachable by phone | 80% |
| Qualified conversion | Booked discovery day + screener call | 55% |
For a B2B recruitment offer, an £11.66 cost per lead is low on its own. Paired with 80% answering the phone and 55% progressing to a screened discovery day, it shows the campaign wasn’t buying volume, it was reaching the right business owners.
Cheap leads are easy. Cheap leads that book a discovery day are not.
The right offer, in front of the right people
Three things drove the quality. The landing page pre-qualified interest by being specific about what the opportunity involved, so casual clickers dropped off before the form. Showing available territories made the offer concrete and relevant to each business owner’s own patch. And running Meta as a conversions campaign against the form, rather than chasing cheap clicks, pointed the delivery at people likely to genuinely enquire, not just tap an ad.
Together they meant the leads arriving were business owners who understood the offer and wanted to talk, which is exactly why so many of them answered the phone and booked a day.
Recruiting franchisees or installers?
We build territory-led landing pages and run the paid campaigns that fill them with qualified applicants. Franchise recruitment is what our Leads 4 Franchises brand does best.