Case study · Lead gen
Average order value around €4,000, three audiences tested in parallel from the start. The figures come from the client's ad account, and this page also says what they do not say.
A joinery business selling to homeowners, with an average order value around €4,000. High enough for a contact to be worth a few tens of euros, low enough for the decision not to take months.
Rather than betting on a single targeting choice, three ad sets ran in parallel from day one. Each makes a different assumption about who will ask for a quote:
| Ad budget | €6,500 |
| Duration | 2 months |
| Quote requests | 193 |
| Cost per request | €33.68 |
| Average order value | around €4,000 |
The cost per request checks out by hand: 6,500 divided by 193 gives €33.68.
| Audience | Requests | Cost per request |
|---|---|---|
| Local area | 94 | €31.40 |
| Interests | 61 | €36.72 |
| Lookalike of customers | 38 | €34.42 |
| Total | 193 | €33.68 |
The local area brought in almost half the requests, at the lowest cost of the three. That is exactly what testing in parallel is for: without it, everything might have gone on interests, which cost the most.
The three audiences stay within a reasonable range, from €31 to €37 a request. None was a bad choice, one was simply better.
These are calculations, not figures read from the account. On average, around €3,250 of budget and about a hundred requests a month. A request costs less than 1% of the average order (33.68 out of 4,000).
In revenue terms, two jobs signed at the average order value (€8,000) exceed the total ad spend. What that means in margin depends on yours: it is what sets the cost per job you can afford.
The number of signed jobs was not shared. I do not make it up, and I do not guess it from a “typical” signing rate.
That is the limit of any result expressed in quote requests: a request is not a sale. In between come the callback, the appointment and the quote, and that is where profitability is decided. In your case, we follow the chain all the way to the signature.
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Order value, margin, signing rate. From there we know whether €33 a request would make you money, or not.