How S&J Tree Service Ditched HomeAdvisor and Built Their Own Lead Engine at $50 CPL
We helped S&J Tree Service in Randolph, MA turn off low-quality, shared HomeAdvisor leads and replace them with a predictable stream of exclusive, pre-qualified prospects from Meta — all while holding cost-per-lead under $50.
$50
Average cost per qualified lead
vs. $80–$120 blended from HomeAdvisor (shared & low-intent).
3.4x
Return on ad spend
Booked work more than paid for the ad spend and management fees.
82%
Qualified Leads
Leads that met minimum job size & service area thanks to form logic.
Paying for shared leads and racing to the bottom
Before working with us, S&J relied heavily on HomeAdvisor and word of mouth. The jobs were inconsistent and increasingly competitive:
- Paying for leads that were also sold to 3–5 other tree companies
- Getting price shoppers outside their ideal radius
- Spending crew time chasing bad leads instead of closing real jobs
- No owned database or remarketing — every lead was a one-off cost
"Some weeks we'd pay HomeAdvisor a few hundred dollars and barely get anyone on the phone. The jobs felt like a bidding war. We wanted to control our own leads instead of renting them."
Owner, S&J Tree Service
Turn scrolling homeowners into qualified tree work leads
Instead of sending traffic to a website quote form, we built a Meta-native lead generation system designed around how homeowners actually scroll and make decisions.
Step 1: Video Ad
15–30s vertical clips of real tree removals with captions calling out safety, cleanup, and fast scheduling.
Step 2: Lead Form
Meta-native form auto-fills contact info and asks about tree count, urgency, and property access.
Step 3: Qualification
Built-in logic filters out jobs below the minimum ticket size or outside the radius.
Step 4: Instant Follow-Up
New leads are pushed to S&J in real time so they can call while the homeowner is still thinking about it.
Get a Meta lead gen plan built around your service area
On a quick strategy call, we'll map out how many exclusive leads you can realistically generate on Meta at your target CPL — and whether we can beat what you're currently getting from aggregators like HomeAdvisor or Angi.