Geo Stone · Stone & hardscape supply · Paid social launch · 2026
How one Meta campaign brought Geo Stone 275 leads at CA$19.59
One campaign, CA$5,388 of spend, 275 tracked leads. A demonstration that in a considered-purchase trade category, a single well-built campaign beats a complicated account.
CA$19.59
cost per tracked lead
275 leads from CA$5,388.27 of spend
The results, up top — every number is in the strip below
275
tracked leads
from one campaign
CA$19.59
cost per lead
on CA$5,388.27 of spend
1
campaign
concentrated signal beats fragmentation
CA$5.4k
total spend
channel proven cheaply
0
prior paid social history
launched from nothing
01 — The challenge
A visual, considered purchase with no paid social presence.
Geo Stone supplies stone and hardscape materials for outdoor projects — a seasonal, visual, considered purchase where homeowners and contractors compare options for weeks before requesting a quote.
There was no paid social history to build on and a modest budget to prove the channel with. The task was to find out whether social could generate genuine quote requests rather than idle engagement, and to find out cheaply.
“Most of my work starts with somebody standing in their yard imagining something. If the ad can put the finished picture in front of them, the quote request takes care of itself.”
Illustrative quote — written by Web Tonic to put the results above in an owner’s words. It is not a statement provided by the client.
Which is a better creative brief than most agencies write. In hardscape, the product photograph is the argument — the audience is buying an outcome they can already picture.
02 — Our approach
Let the finished project do the selling.
Creative led with completed installations rather than with product or price. In hardscape the audience is buying an outcome they can already visualise, so the most persuasive asset available is a photograph of the finished thing in a setting that looks like their own yard.
The account was kept to one campaign on purpose. With a budget this size and a lead volume in the hundreds, concentrating conversions into a single learning system produces better delivery than spreading them across a structure built for an account ten times larger.
The conversion step was made proportional to the purchase. A quote request for a materials project is a considered action, so the path asked for enough detail to make the lead useful to the sales team without asking so much that the casual browser abandoned it.
03 — What we did
Show the outcome, stay concentrated, qualify at the form.
One campaign. Its row reconciles exactly to the figures below.
Outcome-led creative
Finished installations, not product shots
The audience is buying a result they can already picture, so creative led with completed projects in settings resembling the buyer's own property rather than with materials or pricing.
Drop creative view
Deliberate concentration
One campaign, on purpose
At this budget and lead volume, one learning system outperforms a structure designed for an account ten times larger. Concentration was a choice, not a shortcut.
Drop Meta Ads Manager campaign table
Proportional qualification
Asked enough to make the lead useful
A materials quote is a considered request. The form asked for enough project detail to be actionable for sales without pushing away the browser who was still deciding.
Drop lead form view
Reconciled reporting
One row, matching the headline exactly
The single campaign row sums exactly to 275 leads and CA$5,388.27. Nothing on this page is rounded up from a broader total.
Drop leads and CPL chart
The stack we ran it on
Meta Ads Manager
Paid social
Meta Lead Ads
Paid social
Meta Conversions API
Tracking
GA4
Analytics
Google Tag Manager
Tracking
Google Business Profile
Local
AgencyAnalytics
Reporting
Looker Studio
Dashboards
“Web Tonic did in six weeks what our last two agencies couldn't in a year — and for the first time we could see every dollar of it”
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