BIG N' SMALL CONCRETE FACEBOOK ADS CASE STUDY
$104 in Facebook Ads. $3,000+ in Revenue. 2,885% ROAS.
How Big N’ Small Concrete went from zero digital presence to two closed jobs in a single lead form campaign — in a market where competitors weren’t running ads at all.
- BUSINESS: Big N' Small Concrete
- OWNER: Kaleb Zanders
- LOCATION: Boise, Idaho
- PLATFORM: Facebook Lead Form Ads
- DURATION: July / August 2024
$104
Total
ad spend
2,885%
Return on
ad spend
$52
Cost per
closed deal
10
Inbound
messages
$3,000+
Revenue from
2 closed deals
01 — The Challenge
No website. No ad history. No digital footprint.
Big N’ Small Concrete was operating entirely on word-of-mouth. No website, no Google presence, no paid advertising — and no way to predictably generate new job inquiries outside of referrals.
The goal was to prove a fast, low-cost digital channel could generate qualified concrete job leads quickly. With competitors not running digital ads in the Boise market, the opportunity was wide open — but it required the right format to work without a website to send traffic to.
02 — Strategy
Lead form ads: capturing intent without a website
Rather than build a website first, we used Facebook’s native lead form format to capture job inquiries directly on-platform — removing all friction between interest and inquiry.
- Built a Facebook lead form ad that captured job intent without requiring a website visit
- Used local geographic targeting to reach homeowners and property managers in Boise actively in need of concrete services
- Minimized form fields to reduce drop-off and maximize message volume
- Every inbound message was screened for job fit before being passed to owner Kaleb Zanders — protecting his time from unqualified inquiries
- Tracked every message, qualified lead, and closed deal end-to-end for full revenue attribution
03 — Lead Funnel
From messages to money — every step tracked
Every inbound message was logged and assessed. Here’s how the funnel broke down from first contact to closed revenue:
10
received
100% inbound
3–4
leads
30–40% qualify rate
2
deals
~57% close rate
$3K+
confirmed
$1,500+ avg deal
04 — Campaign Performance
The full numbers
| Metric | Result | Notes |
|---|---|---|
| Total ad spend | $104 | Full campaign budget |
| Total messages received | 10 | All inbound via lead form |
| Qualified leads | 3–4 30–40% qualify rate | Screened before passing to owner |
| Closed deals | 2 ~57% close rate | From qualified leads |
| Revenue generated | $3,000+ Confirmed | ~$1,500+ average deal value |
| Cost per closed deal | $52 | $104 ÷ 2 closed deals |
| Cost per qualified lead | ~$30 | $104 ÷ 3.5 avg qualified leads |
| Return on ad spend (ROAS) | 2,885% ↑ 7× break-even | $3,000 ÷ $104 |
| Platform | Facebook Lead Form Ads | — |
| Campaign period | July – August 2024 | — |
05 — Results
What $104 actually produced
In a market where concrete competitors weren’t running digital ads, a single Facebook lead form campaign generated 10 inbound job inquiries, converted 3–4 into qualified leads, and closed 2 paying jobs — producing $3,000+ in confirmed revenue from $104 in spend.
“$104 in Facebook Ads generated $3,000+ in revenue — a 2,885% return on ad spend with 2 closed deals from a lead form campaign.”
2,885%
Return on ad spend — confirmed
$3,000+
57%
$52
06 — Campaign Notes
How we measured it
Lead tracking: All 10 inbound messages were logged individually. Each was assessed for job fit — location, scope, and timeline — before being passed to Kaleb Zanders.
Revenue attribution: Both closed deals were directly attributed to the Facebook lead form campaign. Total confirmed revenue was $3,000+, with an average deal value of approximately $1,500.
ROAS calculation: $3,000 ÷ $104 total spend = 2,885% ROAS. CPL calculated as $104 ÷ 3.5 average qualified leads = ~$30 per qualified lead.
No website required: This campaign ran entirely through Facebook’s native lead form — no landing page, no website traffic. The lead form captured name, contact details, and job description directly on-platform.
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