Plomberial · Plumbing · Meta Ads — Lead generation · 2026
How a two-month Meta test produced 30 plumbing leads
Plumbing is a search-first category. This was a test of whether paid social can create plumbing demand rather than just catch it — run small, reported honestly.
30
leads
two-month test at CA$32.97 each
The results, up top — every number is in the strip below
30
leads
two-month capped test
CA$32.97
cost per lead
single lead action only
CA$989
media spend
total test budget
20
leads in the second month
up from 10 in the first
2
reported months
stated as a test, not a trend
01 — The challenge
Emergency demand does not scroll. So can social create it?
Plomberial is a certified Montreal plumbing company handling installation, repair and emergencies. Its natural channel is search: a blocked drain produces a query within minutes.
Paid social starts from the opposite place. Nobody scrolling a feed has a burst pipe at that moment. The honest question was not "will this beat search" — it was "can we build enough interest in planned plumbing work, at an acceptable cost per lead, to justify a budget line".
“Emergencies find me on Google. What I do not have is a way to fill the calendar with the planned jobs — the water heater someone knows they should replace before it fails.”
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.
Two months, CA$989, and a clear answer at CA$32.97 per lead.
02 — Our approach
Test the planned job, not the emergency.
Creative targeted planned, deferrable work — replacements and upgrades a homeowner has been putting off — rather than emergencies that will never be found in a feed.
The test was capped deliberately. Two months of spend is enough to read a cost per lead and not enough to build a false trend, and this page says so rather than presenting it as a campaign history.
One lead action counted, at 30. Every softer signal excluded.
03 — What we did
Planned-work creative, a capped test, one action counted.
A short test, reported at its real size.
Planned-work angle
Advertised the job people postpone
Water heaters, replacements and upgrades — work a homeowner can be persuaded to schedule — rather than emergencies social cannot reach.
Recreated Meta Ads Manager campaign table
Capped test
Stopped at two months on purpose
Enough spend to read a cost per lead, not enough to pretend it is a trend.
Monthly lead volume
One lead action
Excluded messaging starts and page views
30 leads on the single lead action. Nothing softer is added in.
Conversion action breakdown
Honest framing
Called a test a test
This page does not present two months as a year. The scale is stated up front.
Cost per lead trend
The stack we ran it on
Meta Ads Manager
Paid social
Meta Conversions API
Tracking
Meta Events Manager
Tracking
GA4
Analytics
Google Tag Manager
Tracking
Canva
Creative
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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