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.
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
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 "could enough interest be built 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.”
Two months, CA$989, and a clear answer at CA$32.97 per lead.
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.
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.
Capped test
Stopped at two months on purpose
Enough spend to read a cost per lead, not enough to pretend it is a trend.
One lead action
Excluded messaging starts and page views
30 leads on the single lead action. Nothing softer is added in.
Called a test a test
Called a test a test
This page does not present two months as a year. The scale is stated up front.
A two-month test: 30 leads at CA$32.97 each.
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