153 Meta Leads for Free ADU Feasibility Studies at $4 to $9 Cost per Lead

Client Overview

ADU IQ, powered by Confido Builders, sells and builds modular detached accessory dwelling units for homeowners in MetroWest and Greater Boston. Typical builds land between $300K and $500K. Aaron Steeves runs the company as a one-person marketing department and entered paid Meta ads for the first time with JumpstartROI in summer 2026.

The offer that launched the account is a free feasibility study tied to Massachusetts ADU incentive programs, including MassHousing financing for qualifying homeowners. Prospects request an ADU IQ report, book a study, then move into survey, design, and construction.

The Challenge

• First-time advertiser with no Meta infrastructure, no tested creative system, and no Conversions API feeding booked studies back to the platform.

• Massachusetts homeowners needed a low-commitment first step before committing to a $300K to $500K build, so the funnel had to sell the free study without racing to a hard sell.

• Lead quality and source tagging lagged volume. State program leads and Meta leads mixed in GoHighLevel, so Aaron could not see which channel produced visits and approved studies.

The Results

Reporting window for the lead total: August 27 to October 20, 2026 (Nic Velasco Meta lead report in Slack). Weekly KPIs come from Jarrett Moore's Meta performance reports in #confido-builders.

• Meta leads in GoHighLevel: 153 (1 in August, 83 in September, 69 through October 20)

• Cost per lead on peak weeks: $4.24 (Sep 7 to 13) and $4.26 (Sep 1 to 7), with later weeks holding in the $6 to $9 range when delivery was healthy

• Feasibility studies completed: about 60 as of the Oct 29 check-in (Nic call recap). Aaron later reported 72 delivered feasibility reports across all GHL sources as of Nov 3

• Snapshots delivered: 117 as of Oct 29

• Approved feasibility studies: 32 as of Oct 29

• Design conversions from those studies: 2 as of Oct 29 (the study-to-survey jump is the open growth lever)

• Link CTR on healthy weeks: 3.9% to 4.4%

• Landing page conversion on recent weeks: about 11% to 12% of visitors into leads

• Monthly Meta budget held in the original $1,500 to $2,000 range after Aaron asked to slow volume so the team could keep up with reports

What Drove Results

• Built Meta from scratch for a first-time advertiser: landing pages, GoHighLevel automations, pixel and Conversions API, and a dedicated LEADS 2.0 campaign optimized for website leads.

• Led with the free feasibility study offer so cold Massachusetts homeowners could take a $0 first step before a six-figure build conversation.

• Ran weekly creative and budget reviews. Fresh ads kept CTR near 4%, and the account recovered after a mid-October Meta security pause within days.

• Segmented avatars (investors, multigenerational families, empty nesters, hosts) into creative and landing page paths so messaging matched why each homeowner wants an ADU.

• Tightened CRM tagging so Meta leads, state MHP leads, and pipeline stages (snapshot, booked, visit, approved study) can be read side by side.

Winning Ads

Bottom line

Confido Builders had never run Meta ads and needed a path from cold Massachusetts homeowners to a free ADU feasibility study. JumpstartROI built the funnel, tracking, and LEADS campaign around that offer. From late August through mid-October the account produced 153 Meta leads, with peak weeks under $5 cost per lead, and about 60 feasibility reports completed as of late October. The next push is converting approved studies into surveys and design retainers with a second end-goal campaign and retargeting.