North Coast Water Tanks

North Coast Water Tanks had never run paid advertising in over 30 years of operation. Referrals and organic search had kept them busy — but those channels are unpredictable, and the business had no way to turn on or scale enquiries on demand.

The opportunity was clear, but the challenge was real: starting from absolute zero — no pixel data, no audience history, no creative to learn from — in a category where buyers are price-comparing across multiple suppliers.

Water tank buyers are also considered purchasers. They are comparing specifications, certifications and prices before making a decision that could cost them $1,000 to $7,000+. The ads needed to reach the right people and make a strong first impression from day one.

Rather than running a single campaign and hoping it worked, we launched with a two-campaign split test from the very start — giving us real performance data quickly and a way to identify the more efficient approach before committing all budget to one strategy.

Both campaigns used Meta Instant Lead Forms to minimise friction — homeowners and rural property owners could enquire with a single tap, without leaving Facebook or Instagram. The two campaigns tested different creative and audience approaches against each other.

The results were clear: the Filters campaign delivered a lower cost per lead ($23.99 vs $29.21), validating the more targeted audience strategy. That insight directly informs how the ongoing campaign continues to be optimised.

Across 3 months on a brand new account with zero prior data, two campaigns generated 66 total leads at an average cost per lead of $26.44 — best CPL of $23.99 on the Filters campaign — from a total ad spend of $1,745 (AUD).

The campaigns delivered 59,489 impressions and reached 18,963 unique homeowners. Against a typical home & garden CPL of $40 – $80+ on Meta Ads in Australia, a $26.44 CPL from a brand new account is a standout result.

With product sale values ranging from $1,120 to $7,270+, every enquiry generated at $26 was worth 40–270× the lead cost — turning a business with zero paid advertising into a consistent lead pipeline in just 3 months.