A Steel Buildings Dealer Gets 6,074 Leads and Conversions Across Google and Meta
A Purchase People Research for Months
A steel building is a considered, big-ticket purchase. Some buyers know exactly what they want and are typing searches today. Far more are a year out: thinking about a workshop, a barn, a garage, and not yet searching for one. A dealer that only runs search ads captures the first group and never meets the second. A dealer that only runs Meta builds interest it never catches at the moment of decision.
The dealer needed both ends of that funnel covered, and needed the results measured in one place.
Intent Capture Plus Demand Generation
Two platforms with different jobs, run as one system.
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Google Ads for intent capture
When a buyer searches for a steel building, the ads are there. Search traffic is the smallest slice of the market on any given day, but it is the readiest, and capturing it is the fastest path from click to quote request.
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Meta for demand generation
Facebook and Instagram put the product in front of local buyers long before they search, which is where most of the volume comes from. Meta leads on this account averaged $14.57.
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One tracking picture
Every lead and conversion was tracked to its platform and source. When Google and Meta both feed the same report, budget decisions stop being guesses.
What Both Platforms Produced Together
Across Google and Meta, the account produced 6,074 leads and conversions. Search captured the buyers who were ready. Meta created and captured the ones who were not there yet.
This split is why we rarely recommend a single-platform plan for a considered purchase. Our Google Ads management handles the intent side, Meta handles demand, and both report into the same monthly view of leads and sources, so the budget follows what is producing.
See our manufactured homes marketing page for how this two-platform system fits buildings dealers. The client here is described by industry because we publish verified numbers without naming clients who have not signed off.
Frequently Asked Questions
Why run Google Ads and Meta ads at the same time?
Because they do different jobs. Google captures buyers who are already searching, and Meta generates demand from buyers who are not searching yet. For a big-ticket purchase with a long research window, most of your future customers sit in that second group. Running both means meeting the buyer at both ends of the timeline.
What counts as a lead or conversion in the 6,074?
Form submissions and tracked conversion actions recorded by the platforms across Google and Meta. The figure is platform-reported, pulled from the ad accounts themselves. Every engagement we run reports leads and sources to the client every month, so the count is never a mystery.
Is $14.57 a good cost per lead for a big-ticket product?
For a considered, big-ticket purchase, a lead cost in that range leaves plenty of room in the math. But cost per lead only matters against what a closed sale is worth to you, which is why we track leads to their source instead of quoting averages. Your market and offer set your number, and the monthly report shows it to you.
How much budget does a two-platform system need?
We recommend a minimum ad spend of $2,000 per month. That floor gives the platforms enough data to optimize. How it splits between Google and Meta depends on your market and goals, and the split can shift over time as the reporting shows which side is producing.
Why is the client not named?
We do not name clients without their written permission. The numbers are platform-reported from the ad accounts, and we publish them anonymized by industry. When a client approves being named, their name goes on the study.
Want a Result You Can Point To?
Every engagement we run reports leads, calls, and sources every month, so you always know what the work is producing. Start with a conversation about your business.