$68K from $3K

Mike ran a basement waterproofing business in a secondary market where every local competitor was repeating the same line: "Meta doesn't work in this market. The leads are junk." The reality was that nobody had actually built a campaign for the market — they'd all run generic national creative and blamed the market when it didn't convert.

We started by auditing Mike's existing CRM — roughly 600 untouched leads from the previous 12 months. The reactivation pass ran in parallel with creative production for the new Meta account. While we were still building the hook variants, $41K of the eventual $68K had already come in from the reactivation sweep.

The Meta build was deliberately tight: five homeowner-POV video hooks filmed on an iPhone in the first week, a 4-field landing page that pre-qualified on homeownership, and server-side CAPI wired up on day one. No interest targeting — broad with geographic and homeowner layer only, let the algorithm + real signal find the buyers. The first $3,000 in ad spend produced a cost per appointment of roughly $80 (well below industry average for the category) and closed at 28%.

First 30 days: $68,000 in collected revenue against $3,000 in Meta ad spend. 22x on ad spend alone — but that number understates it. The reactivation sweep alone paid for six months of DryScale engagement before the ad account had finished its learning phase. By day 45, the same Meta campaign was producing appointments at a lower cost than any of Mike's competitors in the same market were even buying them for.