Not enough demand
229 leads in two months — and a cost per lead that got worse
A two-month Facebook campaign that produced real volume at very low cost in month one, then saw cost per lead rise more than fourfold in month two.
Counted a business outcome
Leads, calls or conversions were counted. Revenue was not — no record here measures it.
- Industry
- Swim instruction
- Business model
- B2C services
- Company stage
- Undisclosed
- Constraint identified
- Not enough demand
- Channel
- Meta Ads
- Time period
- 2 months
- Budget
- $300 per month
- Client
- Published anonymously at the client’s request
Where it started
A swim school with no established online presence wanted to increase class sign-ups and build an audience from a standing start.
The constraint, and why
The school was new to paid acquisition. The first question was whether demand could be bought at all at a workable cost.
What actually changed
- An initial testing phase across targeting combinations rather than committing to one audience
- Two ad sets built to reach distinct interest-based audiences
- Creative and copy refined continuously through the run
United States. Budget recorded at $300 per month over two months.
Measured results
Leads
229
Measured in the platform, not reconciled to finance · Facebook Ads
Cost per lead
Before: $2.22 (month one)After: $10.23 (month two)Cost per lead rose more than fourfold between the two months
Measured in the platform, not reconciled to finance · Facebook Ads, reported per month
What is different now
The school learned what paid demand costs it, including where it stops being cheap.