The short version
Month one is always about learning. Here's what we found.
We launched your campaign on May 14th with 10 different ad creatives, testing which messages and audiences would resonate with homeowners in your market. By the end of May, the algorithm had identified the winners — and the results were moving in exactly the right direction.
Week 1 — May 14–20
£29.56
cost per lead · 5 leads generated
The algorithm was in learning mode — testing audiences, finding patterns, calibrating delivery. This is normal and expected.
Week 2 — May 21–30
£18.13
cost per lead · 11 leads generated · 120% more than week 1
The algorithm found its groove. More leads, lower cost, and a 39% improvement in efficiency — all within the first two weeks.
🎯
The May 29 breakout
On May 29th we generated 4 leads in a single day at just £5.21 per lead — on a total spend of £20.84. That's not a lucky day. That's the algorithm finding exactly the right people with exactly the right message. This is the performance level we'll be targeting consistently in June.
Performance over time
Daily leads & cost — the trajectory
The blue bars show leads generated each day. The amber line shows what each lead cost. Notice how the cost drops as the volume picks up — this is the algorithm learning.
Creative performance
What worked, what didn't — and why it matters
We ran 10 different ad creatives. Some crushed it. Some flopped. Here's the honest breakdown — and what we did about it.
What worked
The News angle
Ads framed around news-style urgency (C9 News, C10 News) generated leads at £5–8 CPL — up to 5× cheaper than other approaches. Homeowners respond to time-sensitive, story-driven content far more than factual information about grants.
What didn't
Some angles missed the mark
Several creatives tested audiences and messaging angles that simply didn't resonate — generating minimal returns at significantly higher cost. This is a normal and expected part of the testing process. The underperformers have been identified and budget is being pulled from them.
Hidden winner
Grant angle v2 ads
The second-generation grant ads (C6 Grant 2, C8 Grant 2) significantly outperformed their originals. C6 Grant 2 delivered 4 leads at £11.94 CPL — the grant message works when it's been refined. These stay.
Being optimised
Budget rebalancing underway
Some of our initial creatives absorbed a disproportionate share of budget relative to their results. We've identified where spend was over-concentrated and are actively shifting it toward the proven winners to maximise efficiency going into June.
Who's converting
Your ideal customer — the data agrees
Meta tested your ads across all age groups and genders. The results tell a clear story about who's most interested in heat pumps in your area.
Leads by age group
65+
9 leads
£18.85/lead avg · 48.9% of budget
45–54
3 leads
£17.69/lead avg · 15.3% of budget
35–44
2 leads
£13.28/lead · 7.6% of budget
55–64
2 leads
£43.29/lead · 24.9% of budget ← overfunded
Audience insights
Top converting segment
65+ Male · £15.21/lead
6 of your 16 leads — your core buyer
Hidden gem — underweighted
45–54 Female · £10.12/lead
3 leads at lowest CPL in the account — we're increasing budget here
Being addressed immediately
55–64 bracket over-allocated
25% of budget for 2 leads at £43 CPL. Shifting that spend to 65+ and 45–54 F
The signal beneath the results
Engagement is accelerating — this is a very good sign
Click-through rate (how many people click after seeing your ad) almost tripled in the final week. At the same time, the cost to show your ad dropped significantly. This means Meta is finding the right people more efficiently.
Click-through rate (CTR) — higher is better
Cost per 1,000 impressions (CPM) — lower is better
Actions taken
What we've done to fix it
Based on the data, here are the four immediate changes being made to your account.
Action 01
Pulling budget from underperformers
Creatives that delivered weak or no results have had their budgets significantly reduced. The spend freed up is being redirected straight to the ads that are delivering leads at the lowest cost.
Action 02
Scaling C9 & C10 News first
The News angle is running at 4.5% CTR — exceptional. These two ads are getting the bulk of additional budget. At £5–8 CPL, they're where June's leads are coming from.
Action 03
Redirecting budget from 55–64 to 65+
We're shifting audience budget away from the 55–64 bracket (£43 CPL) and increasing allocation to 65+ (£18.85 CPL) and 45–54 Female (£10.12 CPL) — your two most efficient segments.
Action 04
Backing the refined grant variants
The second-generation grant creatives significantly outperformed the originals. Budget is being shifted toward these refined versions — the algorithm has already found the better performers and we're doubling down on them.
Campaign story
Month one — how it unfolded
May 14
Campaign launched — 10 creatives live
We launched the Creative Testing campaign with 10 different ad angles: grant messaging, news hooks, eco angles, and ageing-focused variants. All tested simultaneously across your target audience.
May 15–20
Learning phase — 5 leads, £29.56 CPL
Meta's algorithm was in calibration mode, identifying which audiences and creative combinations deliver the best results. The CPL was higher than target — this is completely normal and expected in week one.
May 19
First big day — 3 leads at £8.29 CPL
C1 Grant broke through with 3 leads in a single day. First signal that the audience was there and responding — the algorithm was starting to learn the right pockets.
May 21–28
Optimisation phase — 9 leads, CPL dropping
Week two showed clear improvement. 9 leads across the week at £18.13 average CPL. C6 Grant (2) emerged as a volume winner. The News angle ads began outperforming on click-through rates.
May 29
Breakout day — 4 leads at £5.21 CPL 🏆
Best day of the campaign. C9 News delivered 3 leads and C10 News delivered 1 — all at the lowest costs seen in the account. CTR hit 5.6%. This is the level of performance we're engineering June around.
June 1 →
Doubling down — winners only
Dead ads off. Budget concentrated in C9 News, C10 News, C6 Grant (2) and C8 Grant (2). Audience allocation adjusted. Target: 2 leads per day, every day.
June forecast
What to expect next month
Based on the trajectory from May — specifically the final 7 days — here's what the data suggests for June. We're targeting 60 leads (2 per day).
Our target
Best case — winners only
60–75leads
2+ leads every day
- Cost per lead£8–10
- Daily budget£17–20
- Monthly spend£510–600
- What's neededKill dead ads, scale winners
Conservative
Mid case — optimise & scale
45–60leads
1.5–2 leads per day
- Cost per lead£14–18
- Daily budget£28–36
- Monthly spend£840–1,080
- What's neededPartial restructure
If nothing changes
Unchanged campaign
25–35leads
~1 lead per day
- Cost per lead£18–22
- Daily budget£40–44
- Monthly spend£1,200–1,320
- What's needed—
The key insight for June
Hitting 2 leads per day doesn't require spending more — it requires spending smarter. By pulling budget from underperforming creatives and concentrating it on the four proven winners, we can reach the 60-lead target at roughly the same overall monthly spend as May, but with 3–4× the results.
Budget modelling