South Florida
From $2.8M to about $5M in revenue, on half the ad spend.
The first account Localizr ever took on, built from zero in 2023 and run since. Creative, a landing page funnel and a small search layer took cost per lead down while the auction got more expensive and the monthly budget came down with it.
Engagement to date
Three and a half years on one account.
$5M
Annual revenue, up from roughly $2.8 million before the engagement — close to an 80% increase, from the client's own sales records.9,479
Leads from $465,753 of Meta media: 8.9 million impressions, 81,140 link clicks, and a lifetime blended cost per lead of $49.14.−43%
Media investment in the last twelve months, at a cost per lead 22% lower than in the twelve before it.Magic City Remodeling was the first company Localizr ever took on. There is no previous agency and no inherited account: it was built from zero in February 2023, and the first impression this business ever bought was one we placed. That is why this case study has no "before" column and compares the account against itself instead.
The challenge
A maturing account in an auction that kept hardening.
Magic City sells a considered, high-ticket service. Every sale starts with a homeowner sitting down for an in-home consultation on a $20K to $60K remodel. That business model punishes the usual lead-generation playbook: volume means very little, and a cheap in-platform form fill that never becomes an appointment costs more than an expensive one that does.
By spring 2025 the account had proved the channel and then bought growth with it. Three problems were compounding.
Cost per lead went from $14.74 in August 2023 to $95.40 in May 2025, a sixfold increase in under two years. Cost per click more than doubled over the same window, from $2.28 to a peak of $5.78. South Florida remodeling is one of the most contested Meta auctions in the country, with national players and financing-driven advertisers bidding for the same homeowners. Every month the account spent more to stand still.
Essentially all demand came from paid social. There was no meaningful search presence, which meant homeowners actively typing "kitchen remodeling near me" — the highest-intent audience in the category — were handed to competitors, along with anyone searching the company's own brand name. Paid social was manufacturing search demand the account had no way to capture.
In-platform instant forms are cheap and plentiful, and they flatter a report. They also produce a long list of homeowners who filled in a form on a phone and do not remember doing it. Nothing in the reporting connected a form fill to a booked consultation, so the account was being optimized toward the wrong number.
The strategy
Creative first, then measurement, then a second channel.
In a saturated auction, budget changes move volume and creative moves efficiency. There is no third lever, so the work went into the ads before it went anywhere else.
Step 1
Attack creative, not budget
Real customers on camera in their own finished kitchens, which consistently outperformed polished brand spots. Financing-led messaging split into its own campaign so it never diluted the core remodeling message, because financing attracts a different homeowner with a different objection and mixing the two makes both worse. Each concept written into variants around a single homeowner problem — the outdated kitchen, the delayed decision, speed of installation, cost — so the account learns which problem moves South Florida, not just which thumbnail performs. Ad sets cut on rising cost per lead rather than on gut feel: one was pulled after drifting from $21 to $53 over four weeks, while it still looked healthy on volume.
Step 2
Replace in-platform forms with a real funnel
Instant forms were paired with a purpose-built landing page funnel and offsite conversion tracking. The measurement upgrade mattered as much as the performance one: leads could finally be traced to a page, a form and a source rather than a platform-reported form fill, and appointments could be tied back to the campaign that produced them. The funnel costs more per raw lead and far less per useful one, and budget has been moving toward it ever since.
Step 3
Add search, deliberately small
Paid search went live as a dedicated brand campaign plus a kitchen campaign, capped near $1,000 a month against a far larger social budget. Over the last twelve months it contributed roughly 283 conversions on $25.7K of investment, and in recent weeks has run at a $30 to $39 cost per acquisition, the cheapest acquisition in the account by a wide margin. Capping it is the point: paid social builds the search volume, and search is there to capture it, not to compete for the same homeowner twice.
Creative in market
Two live ads, vertical 9:16, shot on site.
South Florida
Hi, I am Paul.
The clearest proof it was the creative
Twice the price per impression, half the price per lead.
April 2025 against April 2026, same account, same market.
April 2025
Before the creative program
- CPM
- $58.68
- Cost per lead
- $90.56
- Click-through rate
- 1.38% across the year to August 2025
- Cost per click
- $4.19 across the year to August 2025
April 2026After
- CPM
- $121.49, more than double
- Cost per lead
- $48.64, roughly half
- Click-through rate
- 2.26% across the year, peaking at 5.44% in April
- Cost per click
- $3.00, down 28%, and holding near $2.25 since
The results
Twelve months against the twelve before.
−43%
Meta investment, from $209,722 to $119,199.−22%
Meta cost per lead, from $70.19 to $54.40.+64%
Click-through rate, from 1.38% to 2.26%.Including paid search, blended investment fell 31% to $144,875 and blended cost per lead fell 17% to $58.56 — on two channels instead of one.
The same point, more sharply
Half the money, 95% of the volume.
June through August 2025 spent $57,536 and produced 808 leads at $71.21 each. The same three months in 2026 spent $27,203 and produced 767 leads at $35.47.
What the headline numbers do not say
The campaign with the worse cost per lead books more appointments.
Measured against booked appointments in July 2026, the instant form campaign was running at $345.59 per booked appointment and the landing page funnel at $132.75. A 2.6× difference in the only number that pays a remodeler.
Optimizing on cost per lead alone would have killed the better campaign
The funnel carries a higher raw cost per lead and produces booked consultations at less than 40% of the cost. Its cost per lead has been allowed to sit higher on purpose, and budget has moved toward it anyway. The cheapest lead and the cheapest appointment are almost never bought in the same place.
The smallest channel is the cheapest
Paid search takes about a sixth of the blended budget and delivers the lowest cost per acquisition in the account, because social is doing the work of creating the searches it captures. Adding it did not split the budget; it recovered demand the account was already generating.
A shrinking ad budget is not a failing account
Growth is easy to sell and easy to report. The harder and more valuable outcome is an account that needs less money each year to produce the same pipeline, while the client's revenue keeps climbing.
What transfers
Three lessons for any high-ticket in-home remodel.
Creative is the only durable efficiency lever
You cannot bid your way out of a contested auction, and you cannot budget your way out of it either. The only thing that lowers cost in a market where everyone is paying more per impression is an ad that earns a better click-through rate. Everything else is temporary.
A lead is not an appointment
Until the funnel is measured on cost per booked consultation, cost per lead is a number that can be improved without improving the business, and the campaign that looks worst on cost per lead is often the one worth scaling.
Spend is a cost, not a result
When cost per lead falls far enough, the same lead flow is available for less. The right recommendation then is to take the saving, not to reinvest it because a bigger number reports better.
Questions about this engagement.
How long did it take to see results?
The channel produced leads from the first months of spend in 2023, at a low cost per lead that reflected an uncontested auction more than good strategy. The durable improvement — a structurally cheaper account in a more expensive market — came in 2026, once the creative program, the landing page funnel and the search layer were all running together.
Did cost per lead drop because spend was cut?
Cutting spend removes the most expensive marginal demand, so some of it is that. But CPMs in this account roughly doubled year over year while cost per lead halved, and click-through rate rose 64%. An account that was simply spending less would show a flat or falling click-through rate, not a record-setting one.
Why is spend going down instead of up?
Because the client asked for a lower monthly number and the account could absorb it without losing pipeline. Spend is a cost, not a result. When cost per lead falls far enough, the same lead flow is available for less, and the right recommendation is to take the saving.
Is this revenue attributed by the agency or by the client?
Revenue figures come from Magic City Remodeling's own sales records. Media figures come from the ad platforms. Booked-appointment costs come from the shared reporting layer in Localizr OS.
Do you work with other remodeling companies?
Localizr manages paid social, paid search and creative for remodeling and home services contractors across the US. Structure, measurement and creative process transfer between markets; budgets and specific offers do not.
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