More Than Double the Demo Requests at Half the Cost: Rebuilding Belfry's Meta Program Around Measurement

Client Overview

Belfry is all-in-one security guard management software. It puts scheduling, timekeeping, payroll, billing and field operations in a single platform, so guard companies can stop running the business across spreadsheets and disconnected apps.

The buyers are owners, CEOs and operations leaders at private security companies. On Meta the main offer is a product demo, supported by a lead magnet, the Officer Pay Guide, plus regular webinars. Jumpstart ROI has run Belfry's Meta ads since September 2025, alongside LinkedIn and Google.

The Challenge

They needed pipeline from paid social

Belfry came to us in August 2025 wanting paid social to produce real pipeline, specifically demo bookings from security companies with ten or more officers. They were leaving an agency that was not delivering: slow execution, disorganized communication and a lack of results.

Nothing was measured properly

Lead quality was the core problem. The demo forms had no thank-you page, so Meta had no way of knowing which ads produced demo requests, and nothing came back from the CRM either. The account was flying blind, optimizing toward button clicks rather than real form submissions.

The buyer is niche

Security company owners are a small, specialized B2B audience to reach on a consumer platform, and the product is a considered purchase with a 30 to 45 day sales cycle.

What We Did

1. Fixed measurement before anything else. In September 2025 we set up the Meta pixel Lead event on the form thank-you page, replacing button click tracking, so campaigns could optimize toward actual form submissions instead of a proxy. In August 2026 we tightened it again, so the event now fires only when a demo is booked.

2. Built the funnel, then funded what the CRM data supported. We launched Demo, Lead Magnet and Payroll campaigns in September 2025, then moved budget toward what Belfry's own HubSpot deal data supported. The demo campaign became the core of the account, and Payroll spend moved into the Lead Magnet.

3. Tightened lead quality deliberately. Through the closing months of 2025 we added company size qualifying language to the ad copy, excluded disqualified leads, raised the minimum age, added retargeting for site visitors, and cut creatives running at a high cost per lead.

4. Ran an always-on creative testing program. Product UI videos, an explainer, customer testimonial videos and new batches on a continuous cycle, with a dedicated warm retargeting ad set for demo traffic running alongside broad prospecting. Together with the tracking fix, this is what brought cost per lead down.

5. Added more ways into the funnel. In 2026 we added webinar promotion campaigns and a ScoreApp quiz to widen the top of the funnel.

The Results

All figures below are Meta pixel Lead events from the hero campaign, Creative Testing - Demos, unless noted. Until August 2026 a Lead event meant a submitted demo request form. Since August 31, 2026 it means a booked demo.

• 2.3x the monthly demo requests at roughly half the cost per lead. September 2025, our launch month, produced 93 leads at $38.08. November 2025 through January 2026 averaged roughly 217 leads a month at $18.78, on a similar monthly budget.

• 1,371 leads at a $23.08 average cost per lead from launch through April 2026 (September 1, 2025 to April 30, 2026).

• 102 booked demos at $31.15 each from September 1 to 24, 2026, counting booked demos only.

Recent performance

Because the event now counts booked demos rather than form submissions, recent costs are not directly comparable with the figures above. In the last 7 days measured (September 18 to 24, 2026), the campaign produced 31 leads at $29.96 with a 2.26% click-through rate. Across the last 30 days (August 26 to September 24, 2026) it produced 128 leads at $30.99; the first five days of that window came before the tracking change.

Creative and supporting campaigns

The best-performing ad in the account delivered 739 leads at $18.88 and carried the cost per lead drop through the winter. The explainer video delivered 240 leads at $25.23 across broad prospecting and warm retargeting. On the supporting campaigns, the Officer Pay Guide static delivered 396 leads at $21.14 and the payroll static 318 leads at $19.40, both from September 2025 to April 2026.

Top-Performing Creative

The product UI videos and the explainer carried the demo campaign.

Key Outcomes

• Fixed conversion tracking first, moving the account from button click tracking to a real Lead event on the form thank-you page

• Tightened tracking again in August 2026 so the event fires only on a booked demo

• Grew monthly demo requests roughly 2.3 times while cutting cost per lead roughly in half, on a similar monthly budget

• Delivered 1,371 leads at $23.08 from launch through April 2026

• Produced 102 booked demos at $31.15 each in September 2026 under the stricter tracking

• Built an always-on creative testing program that produced a top ad at $18.88 per lead

• Shifted budget toward what Belfry's own HubSpot deal data supported rather than what looked good in the ad account

• Added webinar campaigns and a quiz funnel to widen the top of the funnel

The Bottom Line

Belfry came to us after an agency that was not delivering, wanting pipeline from a platform where their buyer is hard to find. The first job was measurement. Their demo forms had no thank-you page, so Meta could not tell which ads were working, and the account was optimizing toward a proxy. We fixed that, built a creative testing program on top of it, and moved budget where Belfry's own CRM data pointed. By months three to five the demo campaign was producing 2.3 times the monthly demo requests at roughly half the cost per lead on a similar budget. Since we tightened tracking to count booked demos only, it has produced 102 booked demos at $31.15 each in September 2026.