How We Helped APS Reach $1M+ a Month
Five months inside the Meta Ads account we run for APS Double Glazing in Melbourne — the lead engine behind a business now turning over more than $1 million a month. Every dollar, every lead, every decision, including how cost per lead fell 25% while volume grew.
Two Lanes, One Engine
Every month runs the same structure. Lead Form campaigns deliver volume: the enquiry happens inside Facebook, friction is low, and cost per lead stays cheap. Landing Page campaigns deliver intent: the visitor leaves Facebook, reads the website and completes a longer enquiry — fewer leads, higher quality. Underneath both, a small brand awareness budget keeps introducing APS to new audiences, building a retargeting pool that gets cheaper to convert every month.
| Lead Forms | Landing Pages | |
|---|---|---|
| Role | Volume engine | Intent engine |
| July leads | 151 | 39 |
| July cost per lead | $30.61 | $98.72 |
| Lead quality | Good, improved with qualifying questions | Higher intent — the visitor invested time before enquiring |
Neither lane is “better”. Volume keeps the sales team fed; intent keeps close rates healthy. The mix is managed deliberately, month by month.
Every Decision, On the Record
These are the actual numbers from the reports we send APS every month. No cherry-picking: the soft month is here too, because how an agency responds to a dip matters more than the dip.
Establish the Baseline, Start Testing
A strong month of volume with lead forms driving 63% of enquiries at $42.01 each. We scaled the landing page campaigns with available budget and started two creative tests: new static creatives for broader audiences, and testimonial-based retargeting, which immediately improved cost efficiency. A “Showroom Leads” test dragged the landing page average up; excluding it, core performance sat at $93–96 per lead, in line with expectations.
The move: keep scaling what works, and watch the showroom test closely.
Reels Break Out, a Loser Gets Cut
Highest volume of the period: 196 leads at steady efficiency. The Reel landing page campaign became the standout, delivering 35 leads at well below the landing page average — proof the newer creative format was connecting. The Showroom Leads campaign generated no direct leads despite additional spend, so it was cut and its budget redirected into Reels the same month. Traffic campaigns warmed audiences ahead of the Homeshow, and retargeting kept getting cheaper.
The move: kill the loser fast, feed the winner.
The Dip — and the Diagnosis
The honest month. Volume softened from 196 to 160 and cost per lead rose. The cause was specific, not mysterious: April’s star Reel campaign hit creative fatigue — the audience had seen the ads too many times, so results dropped and costs climbed. Lead forms held firm through the dip, generating 100 leads at $46.54 and keeping the pipeline fed while we prepared fresh creative.
The move: name the problem in the client report, then fix it — new creative concepts and refreshed messaging angles, launched immediately.
The Recovery
More leads on less spend. The refreshed creative brought the Reel campaign back strongly, and landing page performance improved across the board: lead volume up from 60 to 71, cost per lead down from $124.67 to $92.66. Brand awareness spend added 587 landing page views, growing the retargeting pool for the months ahead.
The move: push lead forms past 100 enquiries a month with new messaging angles — including one built for EOFY.
Best Month on Record — on the Lowest Spend
Spend cut 21%, leads up 14%, cost per lead down 31% — the strongest efficiency the account has achieved. The EOFY messaging on lead forms did exactly what it was designed to do: 151 enquiries at just $30.61 each, with no extra budget required. One legacy landing page campaign was flagged for pausing after producing only five enquiries, with its budget earmarked for the proven Reel campaign, and qualifying questions were added to lift lead quality further.
The move: the same discipline, again — prune, reinvest, qualify, compound.
What Five Months of Data Taught Us
Reels Beat Statics
Reel-based creative outperformed older static and landing page formats month after month. When a format proves itself, it earns the budget — the Reel campaign received redirected spend three separate times.
Creative Fatigue Is Fixable
Every winning ad wears out. May’s dip came from one fatigued campaign, was diagnosed in the monthly report, and was recovered by June through creative refreshes. The difference between a bad agency and a good one isn’t avoiding dips — it’s how fast they’re named and fixed.
Kill Losers Without Sentiment
The Showroom campaign got a fair test, produced no leads, and was cut with its budget moved to a proven winner. No campaign runs on hope.
Timely Offers Move Volume
The EOFY message turned July into the record month at $30.61 per lead — the same audience, the same budget, a sharper reason to enquire now.
Awareness Pays Later
A small monthly brand budget generates no direct leads and is reported that way honestly — but it builds an ever-larger retargeting pool that converts more cheaply each month.
Report the Soft Months Too
APS sees every number, every month: spend, leads, cost per lead, what underperformed and what we’re doing about it. That transparency is why the account compounds instead of churning.
Efficiency That Compounds
- Revenue past $1 million a month. The number the business actually banks — fed by a consistent, cost-controlled flow of enquiries.
- 887 leads in five months across lead form and landing page campaigns, with the mix managed for both volume and quality.
- Cost per lead down 25% over the period — $67.13 in March to $50.27 in July — with the best campaign delivering enquiries at $30.61.
- The record month cost the least. July delivered 190 leads on $9,551 — 21% less spend than the month before, for 14% more leads.
- A system, not a fluke. Test, measure, cut, reinvest, refresh — the same discipline applied every month, in writing, in reports the client actually receives.
Anyone can have a good month. Five months of documented decisions — including the soft one — is what an accountable ads partner looks like.
Want Your Ads Run Like This?
Senior-led Meta Ads for Australian businesses, with every dollar reported and every decision explained. No lock-in contracts. If it’s not working, you can leave whenever you want.
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