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UK home energy efficiency provider: qualified leads up 175% at 34% lower cost from Meta and Google campaigns

For the same UK energy efficiency provider, we ran always-on Meta and Google lead campaigns across England and Wales, with creative and copy tailored to each grant scheme. Video was tested against static before budget scaled, and forms, audiences and follow-up were refined together. Cost per qualified lead fell 34% while qualified lead volume rose 175%.

UK home energy efficiency provider case study: −34% cost per qualified lead, with volume up 175%

At a glance

−34%
Cost per qualified lead
+175%
Qualified lead volume
4.6x
Blended ROAS on Google Ads
3.2% → 6.1%
Landing page conversion rate

UK home energy efficiency provider · Home services and government grant schemes, paid lead generation. The client is not named. Source: Meta Ads Manager, lead campaigns by cost per form lead, 1–31 December 2025. Period: The Meta evidence covers December 2025; the engagement's full span is not stated.

Meta lead campaignsGoogle AdsRegional targetingCreative testingForm strategyConversion trackingLanding page CRO

Starting point

Landing pages converted at 3.2%. Different grant schemes and service areas produced different levels of eligibility and intent, so a campaign could generate inexpensive forms that still gave the client team weak opportunities.

Media, landing pages and follow-up therefore had to be optimised around qualified leads rather than raw form volume: the cheapest lead was not the one worth buying.

What we did

  • Ran always-on regional lead campaigns across England and Wales, with creative and copy specific to each scheme rather than one generic energy-saving message.
  • Tested video against static creative at open-targeting level, to find the cheaper qualified lead before scaling budget behind it.
  • Refined audiences, forms and follow-up together, so lead quality improved alongside volume instead of trading against it.
  • Pointed paid landing pages at the same tested pages the organic cluster used, so both channels shared one conversion experience and one set of results.

Results

  • Cost per qualified lead down 34% while qualified lead volume rose 175%.
  • Google Ads returned 4.6x blended ROAS.
  • Landing page conversion rate up from 3.2% to 6.1%.
  • In December 2025 the five Meta campaigns shown produced 580 form leads, with cost per lead spanning £6.23 on the open-targeted campaign to £15.58 on the boiler video test.

What moved

580
Form leads across the five Meta campaigns shown, December 2025
£6.23
Cost per form lead on the open-targeted campaign, the cheapest of the five
£15.58
Cost per form lead on the boiler video test, the dearest

What this study does not show

  • Cost per form lead varied more than twofold across campaigns in the month shown, so the blended headline hides a wide spread, and the England campaign produced only 9 leads on a small budget.
  • The Meta screenshot covers one month; the headline percentages compare against a baseline period the brief does not date, and the 4.6x ROAS is for Google Ads only, with no Meta ROAS reported.
  • The client is not named.

Evidence

Every figure on this page is transcribed from the engagement brief, which is linked below. Where the brief includes a platform screenshot, the section above says what it shows and for which period; where it does not, the study says so. The client is not named, so the figures cannot be checked against a public property.

Download the engagement brief (PDF)

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