Four new customers from $690.90 in video ads
A software company selling into the trades needed to keep its sales team’s demo calendar full without letting acquisition costs climb. We built and ran a Facebook video ad program on a $50/day budget — and it produced 14 demo requests at $49.35 each, four of which became paying customers.
- Demo leads
- 14
- Cost per lead
- $49.35
- New customers
- 4
- Cost per customer
- $172.73
14 leads · $690.90 ad spend · $50/day budget · 14 days, Jul 2026
A 28.6% close rate on cold paid-social leads — which is what turns a $49.35 lead into a $172.73 customer.
Of the 14 demo leads the campaign produced, 4 became paying customers — a 28.6% close rate — and the remaining 10 were still in the pipeline or did not close.
- 14 Demo leads$49.35 per lead
- 4 New customers28.6% of leads · $172.73 each
$690.90 in ad spend produced 14 demo leads at $49.35 each, and 4 of those leads became paying customers — 28.6% of leads, at $172.73 per customer.
A lead only means something once you know what share of them close. At a 28.6% close rate, a $49.35 demo request is a $172.73 customer — and that is the number worth budgeting against.
The situation
The company sells software to service operators — a considered purchase that nobody signs up for off a single ad. Growth depended on getting qualified operators into a live demo, and the sales team could only sell as fast as that calendar filled. The problem was doing it at a cost that still worked as spend scaled.
What we did
- Led with video rather than static creative, because a software product has to be shown to be understood — the ad had to demonstrate the tool, not just describe it.
- Targeted by trade and role instead of buying broad reach, so the budget only chased the operators who could actually authorize a software purchase.
- Pointed every ad at a demo request, then optimized against that single event — the campaign was never allowed to chase cheap clicks or video views.
- Held the budget at $50/day and let the creative do the work, proving the channel on a small, controlled spend before recommending any increase.
The ads are crushing it — and the testimonial videos will be huge.
Figures from the client’s Meta ads account for the single campaign under management, a 14-day window ending Jul 2026. Client name withheld by agreement. A lead is a website demo request. Lead count and cost per lead are as reported by the platform; ad spend is derived from platform totals (leads × cost per lead) against a $50/day budget. The four closed customers are reported by the client’s sales team, and close rate and cost per customer are derived from that count. One account in one market; not a projection of typical results.
How this was done
The services and process behind these numbers.
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