Case Study: How PKG Tiling scaled Meta Ads with In Cahoots Co

For service-based businesses, there is only one metric that truly moves the needle: high-quality leads.

The Campaign at a Glance: Big Growth, High Efficiency

Over a 30-day period, the campaign delivered explosive growth for PKG Tiling:

• Total Website Leads: 58
• Average Cost Per Lead (CPL): $34.33 AUD
• Total Reach: 33,372 unique Accounts Center accounts
• Total Impressions: 77,709 times the ads were on screen

Meta's own platform data shows that your creative (the actual image, video, or copy) is the single biggest driver of ad performance. For PKG Tiling, we tested multiple ad formats to see what resonated best with Brisbane property owners.

Every single active ad achieved an 'Above Average' conversion rate ranking from Meta, meaning the alignment between the ads and the website landing page was spot-on. 

You can check out the various creatives via the Meta ads library by searching for PKG.

1. The Efficiency Leader: Animated Video

• Ad Name: Before After Animated 2
• Performance: 8 leads at just $18.18 per lead
• Engagement: Captured 1,334 three-second video plays
• Why it worked: Simple, eye-catching motion halts the scroll and hooks the viewer fast, driving highly cost-effective conversions.

2. The Budget Scaler: Static Images

• Ad Name: Before After Tile Static 1
• Performance: 19 leads at $22.98 per lead
• Investment: Handled the second-highest spend ($436.63)
• Why it worked: Never underestimate a crisp, clear, high-quality static image. This creative handled an increased budget beautifully without letting the cost-per-lead blow out.

3. The Volume Driver: Carousel Ads

• Ad Name: Before After Tile Carousel
• Performance: 25 leads (the highest volume) at $47.28 per lead
• Why it worked: Carousels allow potential clients to swipe through multiple examples of premium trade work, making them fantastic for building trust and pulling in high intent leads.

How to apply these insights to your business

If you want to replicate these kinds of results for your own service or B2B business, you need a strategy built on three pillars.

1. Don't Guess, Test: Notice how we didn't just put up one video? We tested carousels, static images, and animations to let the data tell us where the cheapest leads were hiding.
2. Optimise for the End Goal: We didn't optimise these ads for "clicks" or "post engagement." We tracked actual conversions via dedicated landing pages.
3. Perfect the Destination: A high conversion rate ranking means the website landing page delivered exactly what the ad promised. If your website is slow or confusing, you are throwing ad money down the drain.

Ready to Take Control of Your Meta Ads?

At In Cahoots Co, we help small and medium businesses bridge the gap between digital marketing and real-world revenue. We offer two distinct pathways to help you succeed:

Option A: We Manage It For You (Done-For-You Services)

Want a team of digital marketing specialists to handle your strategy, creative testing, budget optimisation, and conversion tracking—just like we did for PKG Tiling? Let us build your revenue pipeline while you focus on running your business.

Option B: Learn to Do It Yourself (Practical Meta Ads Training)

If you are a service-based business or have an in-house team member who wants to master the tools, our hands-on Meta Ads Training is for you.

• 100% Practical: No boring slides, no theory overload.
• Live Setup: We configure your Meta Business Suite, install your Meta Pixel, set up lead tracking, and build your custom audiences live in the session.
• Tailored to You: Learn exactly how to read your data, interpret metrics, and know precisely when to pause or scale an ad.
• (Please note: This training is explicitly designed for service-based businesses, not e-commerce).