🍂 LeafFilter’s $750 million Meta ad strategy

LeafFilter is a home service company that installs gutters and relies on a substantial paid lead generation funnel.

There is a lot that media buyers can learn from Leaf’s ad strategy with regards to creatives and landing pages 👇

🖼️ Creative testing strategy

The lead generation space is interesting because the ads are often less flashy than many of the ecommerce ads people are used to seeing (i.e. influencer/UGC videos, product demonstrations, attention-grabbing scroll stoppers).

As a result, you might scroll past a seemingly “dull” lead gen ad that’s a consistent and profitable source of revenue without realizing it.

For example, here’s an ad in one of my accounts that was launched on June 28, 2024 and already has more than $500k in net revenue. It’s a simple static ad for a service business:

I see ads in Leaf’s account that have been active for more than a month and are likely doing quite well.

Here are a few examples: