Eight demo requests from a $20-a-day campaign in a niche B2B market
A software company selling to building-products manufacturers had a sales pipeline that depended on trade shows and cold outreach. The question was whether its small, specialized buyer could be found on Facebook at all. Over the campaign’s first seven weeks the answer was yes: the ad reached 5,405 people in that audience, eight of them asked for a demo, and the cost of each request fell from $188.08 in August to $99.42 in September.
- Demo requests
- 8
- Cost per lead
- $121.58
- People reached
- 5,405
- Total ad spend
- $972.65
129 link clicks · 1.02% link click-through rate · 12,678 impressions · $20/day · 48 live days, Aug 13 to Sep 30, 2026
- August 18 live days · $376.15$188.08 per lead
- September 30 days · $596.50$99.42 per lead
Meta needs about 50 conversions in a month before delivery settles, and this campaign has eight so far. The September drop in cost per lead came with no change to budget or creative; the platform simply had more to learn from.
August, 18 live days: $376.15 spent, 2 demo requests, $188.08 per lead. September, 30 days: $596.50 spent, 6 demo requests, $99.42 per lead.
- 12,678 Impressions5,405 people, 2.35 views each
- 129 Link clicks1.02% of impressions · $7.54 each
- 55 Page viewsTracked landing page loads
- 8 Demo requests$121.58 each
12,678 impressions reached 5,405 people. 129 of them clicked through to the site, 55 landing page loads were tracked, and 8 people requested a demo, at $121.58 per request.
For a product that sells for five figures a year, a $121.58 demo request is cheap, and the trend matters more than the average: month two cost half what month one did. The harder thing these seven weeks proved is that a niche manufacturing buyer can be reached on Facebook with a phone-recorded video and a budget smaller than most companies spend on coffee.
The situation
The company makes estimating and bid-workflow software for manufacturers in wood-frame construction. Its buyers are owners and operations leaders at plants with a handful of estimators each, a group small enough that most agencies would steer it toward LinkedIn or trade publications. The founder had tried organic social and wanted a channel that could put his product in front of a buyer this week, with a budget he set himself and could stop at any time.
What the client saw
One of the two August leads told the founder directly that he had clicked a Facebook link, and the founder’s read was that the account could become a valuable customer. By the end of September he had a demo on the calendar that he traced to the ad, from a prospect who told him the video kept showing up in his feed. Reporting on this account continues monthly, and this page will grow with it.
What we did
- Had the founder record the ads himself on a phone, vertical and in one take, so the person a buyer would meet on the demo call is the person talking in the ad.
- Wrote two scripts around the operational problems buyers describe on sales calls, and answered the objection prospects raise most often inside the ad itself, without naming any other product.
- Cut the weaker video after its first week and moved the whole $20 a day onto the one that held attention, instead of splitting a small budget across creative that was not earning it.
- Counted only a completed demo request as a conversion, and switched off the instant form Meta kept re-enabling, so every dollar optimized toward a buyer landing on the client’s own page.
- Left the budget and the winning creative alone through September rather than reacting to a thin first month. With more conversion data to learn from, the cost per lead fell by nearly half.
Figures from the client’s Meta ads account for the single campaign under management, Aug 1 to Sep 30, 2026, pulled through our monthly reporting pipeline. The campaign first spent on Aug 13 and did not spend on Aug 23, so it was live 18 days in August and all 30 in September, 48 in total. Client name withheld by agreement. A lead is a completed demo request on the client’s site as recorded by the Meta pixel. Spend, impressions, reach, link clicks, leads, and monthly cost per lead are as reported by the platform. Combined cost per lead (spend ÷ leads), link click-through rate (link clicks ÷ impressions), and cost per link click (spend ÷ link clicks) are derived from the two months’ totals. Reach is the platform’s deduplicated count of people, read once for the whole Aug 13 to Sep 30 window, because monthly reach figures cannot be added. The source of one lead and the booked demo are reported by the client, not by the platform. One account in one market, in its first two months; not a projection of typical results.
Behind this account
Where the work came from and what it would cost you.
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