The problem
The shop repairs phones and tablets for walk-in customers. It had little to no established digital presence and no way to reach people in its own neighbourhood. The objective was to make the shop known within its service area and generate repair enquiries at a cost that made sense for a small business.
Almost no online presence, so nobody looking for a repair knew the shop existed.
Customers come from a small radius, which generic advertising ignores.
No advertising history or audiences to start from.
Nothing online showed the real shop or the people in it.
No way to measure which spend produced a customer at the counter.
What we built
We started with awareness rather than offers, because nobody can respond to a lead ad from a business they have never heard of. Real visuals of the shop ran to a tight radius around the location. Once the area knew the name, lead campaigns took over, with creatives and audiences tested side by side. The best-performing setup was then moved to Advantage+ lead campaigns so Meta could scale it.
Meta Ads Manager
All campaigns · local lead generation
Reach
212K
Leads
60+
Cost / lead
£4.07
Engagement
47.8K
Awareness · sales video
service area
Reach
Leads · August campaignScaled
Advantage+ lead campaign
Leads
Leads · new images
creative test
Leads
Page likes
local audience
Follows
Optimisation log
- 01Service area set around the shop
- 02Awareness video launched locally
- 03Real shop visuals in every ad
- 04Lead campaigns tested across audiences
- 05Best lead set moved to Advantage+
- 06Cost per lead settles at £4.07
Local awareness campaign
Real business visuals shown to people inside the service area.
Geo-targeting
A radius around the shop rather than the whole city, with tourist areas treated separately.
Creative testing
Real shop visuals and customer-focused messages tested against each other.
Lead campaigns
Meta lead forms, tested across audiences and creatives.
Advantage+ lead campaigns
The strongest audience and creative handed to Meta's automation to scale.
Optimisation on lead cost and engagement
Budget moved toward the campaigns producing enquiries.
How it works
From trigger to result.
How the system works
7 stages
01Local awareness
ChannelReal shop visuals shown to people within the service area.
02Geo-targeting
AudienceA radius around the shop, not the whole city.
03Creative tests
LogicVisuals, messages and audiences compared on lead cost.
04Lead campaign
ChannelLead form inside Facebook and Instagram.
05Advantage+ scaling
LogicThe winning setup handed to Meta's automation.
06Lead
PersonA local customer with a broken device and a phone number.
07Repair enquiry
ResultPassed to the shop to call back and book.
Our approach
How we worked.
Setup
Service area defined and the page prepared for advertising.
Awareness
Real shop visuals run to the local area to build recognition.
Lead tests
Lead campaigns tested across creatives and audiences.
Scale
Best performer moved to Advantage+ lead campaigns.
Run
Optimised on lead cost and engagement.
The outcome
What changed.
More than 60 leads from the lead campaigns at an average of £4.07 each; the two main campaigns ran at £4.07 and £4.22 per lead.
212,000 people reached and 358,000 impressions inside the service area.
47,000 page engagements inside the service area.
A repeatable setup: awareness, then instant-form leads, then Advantage+ scaling.
Where this goes next
Form leads arrive at all hours and go cold within a day. The AI sales agent we built for a real estate firm replies within minutes, qualifies the enquiry and books the visit, the same pattern applies to a repair counter.
Real EstateAI SDR that answers investor and seller leads 24/7
Questions
What people ask.
Why run awareness ads before lead ads?
A lead form from a business nobody recognises gets ignored. A period of local awareness, using real visuals of the business, makes the lead campaign that follows more effective.
What does an instant form ask for?
As little as possible. Contact details and what the customer needs. Every extra field lowers the number of people who finish the form.
Can a small shop afford this?
The budget scales with the radius. A single location only needs to reach the people who can walk or drive to it, which keeps reach costs low. The decision is whether the cost per lead is lower than the value of a repair.
