B2B Energy Savings Lead Gen – Meta Ads
Background
A B2B energy-cost consultancy that walks into a business, audits its electricity and gas bills, and gets them lowered — most often for restaurants and hospitality venues, where energy is one of the biggest fixed costs. The service all but sells itself once you’re in the room. The hard part was getting in front of enough owners to book that first conversation.
The bottleneck:
- a cold, skeptical B2B audience — “we’ll lower your energy bills” sounds too good to be true until you prove it
- the real decision-makers (owners and GMs) are hard to reach by cold call or email
- the offer needed qualified venues with real bills — not freebie-hunters
Execution
- Meta Ads only
- Static creative built around one sharp problem: energy bills quietly eating restaurant margins
- Targeted to business owners and decision-makers in hospitality, by region
- Meta-native lead forms with a couple of qualifying questions (venue type, rough monthly bill) to filter for real prospects
- Creative led with the pain and the proof — not tariffs or kilowatt jargon
Most owners treat their energy bill as fixed — just a cost of doing business. The ads reframed it as money left on the table, so opening the lead form felt like claiming savings, not sitting through a sales pitch.
Lead Flow
- Lead generated via Meta lead forms
- Lead lands in a Google Sheet / CRM in real time
- Sales follow-up by phone the same day, while interest is hot
- Qualified venues booked in for a free bill audit
- Audit turns into a signed savings agreement
Speed was the whole game. An owner who fills out a form between shifts goes cold within hours — so the value was a real human on the phone the same day, not clever automation.
Why It Worked
The client didn’t need brand awareness — they needed a steady stream of qualified venues to walk into. The funnel was built around that one goal:
- low cost per lead — cheap enough to keep the pipeline full without a big media budget
- qualifying questions on the form — sales time went to real venues, not curiosity clicks
- one sharp, problem-led angle — high-intent owners who already feel the pain of their bills
The ads didn’t try to explain energy markets. They opened a door — a free audit — and let the savings close the deal.
Results
- Ad spend: $873
- Leads generated: ~53
- Cost per lead: ~$16.50
- Qualified hospitality venues booking free bill audits
- B2B leads at a cost per lead usually seen on local consumer campaigns
Takeaway
For B2B services with a strong in-person close, the win isn’t a clever funnel — it’s cheap, qualified conversations. A simple Meta Ads setup, one problem-led angle, and same-day follow-up put this consultancy in front of the right venues at a cost per lead most B2B teams wouldn’t believe.
Project info
- Leads: ~53
- Cost per lead: ~$16.50
- Ad spend: $873
- Focus: Restaurant energy
Talk With Expert
+1 (508) 388-5914
Email us
phil@philgrabowski.com
Want a steady pipeline of qualified B2B leads?
High-intent lead gen for B2B and service businesses. Reach out below to talk through your setup.
Talk With Expert
+1 (508) 388-5914
Email us
phil@philgrabowski.com