Scaling Lead Generation for an Artificial Turf Company with Meta Ads

Overview

An artificial turf installation company partnered with us to scale their customer acquisition efforts using Meta Ads. The goal was to drive a steady flow of qualified leads for residential and commercial turf projects over a 90-day period.

Challenge

Premium product with higher ticket sales requiring more trust-building before purchase.
Broad service area covering multiple neighborhoods and demographics.
Longer sales cycle compared to typical home services.

Strategy & Execution

Targeting & Audiences
- Built segmented audiences based on homeowner demographics, property value ranges, and interests related to landscaping, home improvement, and eco-friendly living.
- Used retargeting campaigns to re-engage visitors who interacted with ads but hadn’t yet converted.
Creative Direction
- Designed ad creatives highlighting the benefits of turf: low maintenance, year-round green appeal, and long-term cost savings compared to natural grass.
- Leveraged strong lifestyle imagery (kids playing, pets on turf, backyard makeovers) to build emotional connection.
- Clear CTAs: “Get a Free Quote Today.”
Conversion Optimization
- Optimized lead generation with Meta’s native forms to minimize friction.
- Added qualifying questions (yard size, project type) to pre-filter inquiries and improve lead quality.

Results (90-Day Campaign)

Total Ad Spend: Just under $29,000
Leads Generated: ~426 qualified leads
Average Cost per Lead (CPL): $68

Scalability: Campaign performance held steady over 3 months, showing consistent demand and strong ROI potential.

Impact

This campaign proved that Meta Ads can deliver predictable and scalable growth in a high-ticket, competitive vertical. By combining strong creative with audience segmentation and lead qualification, the company now has a proven playbook for filling its pipeline year-round.

Key Takeaways

Long-term consistency (90 days) validated Meta as a scalable acquisition channel.
A $68 CPL in the artificial turf market positioned the client to close high-value installations profitably.
Combining lifestyle-driven creatives with qualification filters improved both volume and quality of leads.