Twice the leads with Google and Meta

Custom Gutters MA is a family-owned gutter company that has worked in Western Massachusetts and northern Connecticut for more than 20 years. They install seamless gutters and gutter guards, and they do repairs and cleanouts. Installs come with a 20-year manufacturer warranty and 5 years on labor. The business brings in over $100,000 a month.

Gutter work is seasonal. Most people think about their gutters in the fall, when the leaves come down and the gutters overflow. July through November is their busy stretch, so we compared July 1 to October 18 this year with the same weeks last year.

Where things stood

Google had been bringing them leads for years, through a Search campaign and Google's Local Services ads. From July 1 to October 18, 2025, Search alone brought in 120 leads.

They wanted more jobs this fall. We had two questions. Could we get more out of Google without the cost of each lead climbing too far? And could Meta add leads on top of that?

Setting Google up to take more budget

When you raise the budget on a campaign that mixes every service and every kind of search, the extra money tends to go to whatever is cheapest to click. That usually means small jobs and people who are just looking around. We built the Search campaign around the jobs they want most, so more budget meant more of the right searches.

Since July, all of the Search budget has gone to gutter installs, which are their biggest jobs. Each ad sends people to the page for that service, so someone searching for gutter guards lands on the gutter guard page. The ads use what the company has earned over the years: the 20-year warranty, 5 years on labor, family-owned, 20+ years in business and free estimates. The bidding is set to get as many leads as it can for the budget.

As we raised the budget, the cost per lead stayed under their target.

Adding Meta

We started Meta ads on July 1, 2026.

The cheap way to get leads on Meta is an instant form. It opens inside Facebook with the person's details already filled in, so it takes two taps. A lot of people who fill one in don't remember doing it, and many never answer the phone.

We sent the ads to their website instead. A lead only counts when someone fills in the form on the site and lands on the thank-you page. By then they've left Facebook, looked at the work and asked for an estimate, so they're much more likely to pick up.

The ads are single images with plain copy that sounds like the owner talking. One tells people tired of dragging the ladder out every fall to "make this your last gutter cleanout." Another offers a free estimate and a straight price. One covers financing. Our favorite tells people the "compare quotes" sites don't install gutters and just sell your details to whoever pays the most.

We add new ads every few weeks and pause the ones that stop working, so the account doesn't go stale in the middle of the season.

The result

From July 1 to October 18, 2026, they got 247 leads. The same weeks in 2025 brought in 120, all from Google.

Google Search brought in 200 of them, up from 120. Meta brought in the other 47, from a channel they weren't using before.

These numbers leave out Google's Local Services ads, which they also run. We've left their ad spend and cost per lead out too.

What we'd do differently

We'd start Meta in the spring.

A new Meta account needs time and sales data before it settles, and gutter season peaks in the fall. Starting in July meant Meta spent part of the busy season still learning. Next year we'll have it running well before the leaves come down.