Basement Renovation Meta Ads Case Study

Project Snapshot

Client: Alberta Home Fix
Industry: Basement development and residential renovations
Market: Edmonton, Alberta, Canada
Channel: Meta Ads
Campaign objective: Generate qualified basement-development inquiries on a limited local budget.

28 Basement Renovation Leads at $11.64 Each — and a $60K+ Project Closed in 14 days!

Overview

Alberta Home Fix needed a predictable way to reach homeowners considering basement development without committing to a large advertising budget. Ayra Marketing launched a focused Meta lead-generation campaign with a $20 daily budget, a clear renovation offer and creative built around the homeowner’s desired transformation.

The campaign generated 28 form leads at an average cost of $11.64, with $325.83 in total ad spend during the reported period.

More importantly, the campaign moved prospects beyond the lead form. According to the client, the leads produced 12 in-home measurements, six estimates sent and one basement project closed at more than $60,000.

The Challenge

Basement renovations are high-consideration purchases. A low-cost form lead has little value if the prospect is not prepared to discuss scope, schedule and budget. The campaign therefore needed to do more than generate volume. It needed to:

• reach homeowners with active renovation intent;

• communicate the expected investment clearly;

• make the finished-space transformation easy to understand;

• generate enough qualified conversations for the contractor to schedule measurements;

• stay efficient on a modest $20-per-day budget.

The Strategy

1. Lead with a concrete offer

The winning creative used a finished basement image, a “Starting at $30,000” price anchor and a prominent free-estimate call to action. The price gave homeowners an immediate expectation and helped reduce completely unrealistic inquiries.

2. Test two different creative angles

The campaign compared two useful messages:

• Winning creative: a polished finished-basement image paired with a starting price and direct estimate offer. This creative produced the strongest downstream business result, including the project that closed.

• Lower-cost lead creative: an unfinished-versus-finished transformation with a simple “Turn it into space you’ll actually use” message. This angle made the problem and outcome instantly understandable and generated leads more cheaply.

The cheapest creative is not automatically the best creative. For a high-ticket service, downstream appointments, estimates and closed revenue matter more than CPL alone.

3. Keep the campaign concentrated

With a limited daily budget, spreading spend across too many audiences, ad sets or offers would have slowed learning. The campaign stayed focused on one core service and a small number of clear creative angles.

4. Connect ad performance to the sales funnel

Ads Manager confirmed the lead volume and cost. Client follow-up supplied the more important operational outcomes: measurements, estimates and a closed project. This allowed the campaign to be evaluated beyond platform-level CPL.

Results

• 28 Meta form leads

• $11.64 average cost per lead

• $325.83 total ad spend

• $20 daily budget

• 12 in-home measurements — client-reported

• 6 estimates sent — client-reported

• 1 basement project closed at $60,000+ — client-reported

The reported closed-project value was more than 184 times the campaign ad spend. This is a contracted-revenue-to-ad-spend comparison, not a claim of final profit or platform-attributed ROAS.

What Made the Campaign Work

The campaign combined three elements that matter for local high-ticket lead generation:

1. A visually clear transformation.

2. A realistic starting-price anchor.

3. Fast movement from inquiry to in-home measurement and estimate.

The result demonstrates why renovation campaigns should not be judged only by the cheapest lead. The strongest creative is the one that contributes to real estimates and closed work.