Most service businesses run one Facebook campaign, target “everyone in a 50km radius aged 25–55,” and wonder why leads cost €40.
The problem is not the budget. It is the structure.
Stage 1 — Cold Traffic
Your cold audience has never heard of you. They are not ready to book. Your job here is to earn attention, not demand action.
What works:
- Short video (15–30 seconds) showing a real result or transformation
- Educational content that solves a small problem
- Before/after imagery where applicable
Your CTA should be soft: “Learn more” or “See how it works.” Do not ask strangers to book a call on first contact.
Budget split: 40% of total spend.
Stage 2 — Warm Audiences
This is the step most businesses skip entirely — and it is why their cost per lead is €30 when it should be €5.
Warm audiences include people who watched 50% or more of your cold video, website visitors in the last 30 days, and Instagram or Facebook page engagers.
These people already know you exist. Now you can make a stronger offer. Testimonials and case studies work well here.
Budget split: 35% of total spend.
Stage 3 — Retargeting
The most underused, highest-converting layer. Target people who visited your contact page but did not submit, started a form but abandoned it, or clicked a previous ad.
A direct offer with urgency works well at this stage.
Budget split: 25% of total spend.
The Numbers
Running this structure for a cleaning company client, we achieved a final lead cost of €4.20. The funnel took two weeks to build and four weeks to optimize. By month three, the calendar was full.
What You Need to Start
- Meta Pixel installed and verified
- A 15–30 second video — shot on a phone is fine
- A landing page that loads in under 3 seconds on mobile
- A minimum of €300–500 per month in budget
Start simple. Optimize based on actual data. Add complexity only when the basics are working.
If you want an honest audit of your current setup, book a free 30-minute call. No pitch — just a clear assessment of what to fix.