Meta Lead Gen Case Study · HomeAdvisor Replacement
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.
See if this Meta lead gen system will work for your service area in the next 90 days.
S&J Tree Service · Randolph, MA · Residential & light commercial tree work
Snapshot
- Service: Tree removal, trimming & storm cleanup
- Market: Randolph, MA + 15–20 mi radius
- Objective: Replace HomeAdvisor with higher quality, exclusive leads
- Channel: Meta lead ads with video creative and qualified forms
The Numbers That Matter
From shared leads to a profitable, owned pipeline
Within the first 90 days, S&J was able to pause HomeAdvisor while keeping their crews booked out with higher-intent, exclusive leads from Meta.
$50
Average cost per qualified lead on Meta
vs. $80–$120 blended from HomeAdvisor (shared & low-intent).
3.4x
Return on ad spend from closed jobs
Booked work more than paid for the ad spend and management fees.
82%
Leads that met minimum job size & service area
Thanks to form qualification logic baked directly into Meta lead ads.
The Before Picture
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
The Strategy
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.
- Short, job-focused videos that show real tree work and safety practices
- Clear hooks for storm damage, overgrown branches, and preventative removals
- Meta lead forms that auto-fill contact info but require custom qualification answers
- Routing and follow-up process to call qualified leads within minutes
THE META FUNNEL
Scroll-stopping videos + zero-click lead forms
We removed every unnecessary step so homeowners can request a quote in under 30 seconds — while still giving S&J the info they need to qualify.
Engaging video creative built for the feed
Instead of stock photos or generic graphics, we turned S&J’s real jobs into scroll-stopping content:
- Vertical, phone-shot clips of bucket trucks, climbers, and chipper in action
- Overlay text calling out common homeowner pains (overhanging limbs, storm risk, roots by the foundation)
- On-screen offers such as “Free on-site estimate within 48 hours”
- Versions tailored for different seasons: storm prep, spring cleanup, hurricane damage
Outcomes
Booked schedule, better margins, and control over their pipeline
Within the first 90 days of launching Meta lead campaigns, S&J saw enough consistency to confidently shift spend away from HomeAdvisor.
- Average of 35–45 qualified leads per month at ~$50 CPL
- Calendar booked 2–3 weeks out in peak season
- Higher close rates thanks to pre-qualified job size, urgency, and location
- A growing database of past leads for off-season reactivation campaigns
“Now when we pay for a lead, it’s ours. They’ve seen our work in the videos, they know we’re local, and they’re ready to talk. We’re not racing to be the first call on a list of five tree guys anymore.”
Owner, S&J Tree Service
Key shift: S&J now treats Meta as their primary growth channel, with HomeAdvisor as an optional backup — not a dependency.
See if this works in your market
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.
- Market & radius analysis for your territory
- Estimated CPL range and lead volume
- Creative + qualification ideas specific to your services
- Clear next steps if we decide there’s a fit
No long-term contracts. We only recommend moving forward if we’re confident we can hit your numbers.
Request your Meta lead gen assessment
Fill this out and we’ll send over a quick loom or schedule a live call to walk you through the numbers.
We’ll never share your info with anyone else. This is strictly to see if a Meta lead system like S&J’s is viable in your market.
Common questions from other tree companies
These are the questions we typically answer before we launch a Meta lead gen system like the one we built for S&J Tree Service.
Will Meta leads really be as consistent as HomeAdvisor?
In most local markets we work in, Meta lead gen is at least as consistent as aggregators once campaigns are dialed in — and often more profitable because the leads are exclusive and pre-qualified. The first 30–45 days are about testing creative and audiences. After that, results tend to stabilize, and you’re no longer competing with 3–5 other tree companies for the same homeowner.
What kind of budget do I need to get started?
For most tree service providers, a starting ad budget of $1,500–$3,000 per month is enough to generate meaningful lead volume and data. On the strategy call, we’ll model out what your cost per lead and expected monthly volume would look like at different spend levels before you commit to anything.
Do I need a new website to make this work?
No. The system we used for S&J relies on Meta lead forms, not website forms. That means homeowners can submit their info without ever leaving Facebook or Instagram. A decent website helps with credibility when people Google you, but it’s not a prerequisite for running these campaigns.
How quickly will I see results after launch?
Most clients see their first leads within 72 hours of launching campaigns. The first 2–3 weeks are used to test different video hooks, offers, and qualification questions. From there, we scale the best performers while keeping your target CPL in range.