Meta Ads2024 → 2026
French Renovation Group
-42%cost per lead
× 15,8volume
38,98 €
22,81 €
180 → 2,839 leads
Results in lead generation: figures and evidence
Cost per lead, volume, and conversion rate data collected from my clients' advertising accounts. Screenshots included; three clients are cited with their permission.
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Key figures
Campaigns typically stabilize within the first month, and ongoing management continues to drive down the cost per lead. Here's what this looks like on my clients' accounts.
18 000+Meta Ads leads generated since mid-2023, on the only accounts I still have access to
÷ 5.2Cost per conversion on Google Ads for a training organization between 2021 and 2024
× 15,8leads in two years for Groupe Rénovation de France
18 to 28 %of leads converted at my RGE clients
€1.5 millionof advertising budget managed per year, all channels combined
Before/after: the cost per lead once campaigns are optimized
For each account, I compare a starting year to a year after optimization: new ads, refined audiences, budget focused on what converts.
Meta Ads2023 → 2025
Energy Initiative
-39%cost per lead
× 5,6volume
38,00 €
23,24 €
62 → 349 leads
Google Ads2023 → 2024
Energy Initiative
÷ 2cost per conversion
× 5,4volume
29,65 €
14,90 €
1,195 → 6,466 conversions
Google Ads2020 → 2021
Heat pump installer
÷ 3.3cost per conversion
× 5,5volume
74,75 €
22,69 €
112 → 617 conversions
Google Ads2022 → 2024
Energy renovation company
÷ 2.8cost per conversion
× 2,3volume
36,10 €
12,78 €
371 → 855 conversions
Google Ads2023 → 2024
Energy solutions provider
-34%cost per conversion
× 2,1volume
18,36 €
12,19 €
703 → 1,465 conversions
Google Ads2025 → 2026
Charging station installer
÷ 2.3cost per conversion
× 1,4volume
16,36 €
7,11 €
1,032 → 1,465 conversions
Google Ads2021 → 2023
Financial investment platform
-14%cost per conversion
× 2,3volume
34,33 €
29,51 €
1,435 → 3,287 conversions
Google Ads2021 → 2024
Professional training organization
÷ 5.2cost per conversion
× 9,4volume
59,10 €
11,39 €
130 → 1,216 conversions
Google Ads2020 → 2024
Storage unit rental
÷ 5.4cost per conversion
× 13,8volume
174,13 €
32,45 €
8 → 110 conversions
And your cost per lead?
Send me your current figures: I'll estimate what's achievable in your area, free of charge.
Receive my free auditSources: My clients« Meta Ads accounts, »Leads" results, as of November 7, 2026; annual report of my Google Ads administrator account, for accounts still linked to it. A Google Ads conversion is the action tracked in the account: form submission, call, or sale. Advertising costs exclude fees.
Three clients, quoted with their consent
Energy renovation: Meta Ads, Google Ads and landing pages, driven by lead quality and not solely by price.
Meta Ads · Landing Pages · Exterior Insulation
French Renovation Groupgrouperenovationdefrance.fr
One landing page per offer (exterior insulation, heat pump, solar, LED) and Facebook and Instagram campaigns. Between 2024 and 2026, the cost per lead decreased by 42% and the volume increased almost 16-fold.
2 839leads in 2026, compared to 180 in 2024
22,81 €per lead, compared to €38.98
25 %of leads converted into exterior insulation
Meta Ads Leads by Period
1802024
August – December.
August – December.
5762025
12 months
12 months
2 8392026
as of November 7th.
as of November 7th.
Google Ads · Meta Ads · Bing
Energy Initiativeinitiativenergie.com
Client since 2020 for energy-efficient renovations, air conditioning, and major renovations. In 2024, the cost per conversion on Google Ads was halved, with 5.4 times more conversions. On Meta, the cost per lead decreased by 39% between 2023 and 2025.
6 466Google Ads conversions in 2024
14,90 €by conversion, compared to €29.65 in 2023
28 %of leads converted into air conditioning
«Effective advertising strategies and impeccable lead management.»Initiativ'ENR, Google review
Google Ads Conversions
1 1952023
€29.65 / conv.
€29.65 / conv.
6 4662024
€14.90 / conv.
€14.90 / conv.
Creation · Meta Ads · Heat pump
MCY Francemcyfrance.fr
I design the landing pages and the advertisements, then I manage the Facebook and Instagram campaigns: the same message goes from the ad to the form, which keeps the leads consistent with the offer.
1 147Meta leads from May to November 2026
≈ €27per lead, once the campaigns are stabilized
22 %of leads converted into heat pumps
Cost per converted lead: the number that counts
A cheap lead that doesn't get a response is worthless. My RGE-certified clients provide me with the percentage of leads called, interested, eligible, and with an appointment scheduled.
| Client and business | Cost per lead | Conversion rate | Cost per lead converted |
|---|---|---|---|
| MCY France, heat pumpmcyfrance.fr | ≈ €27 | 22 % | ≈ €123 |
| Renovation Group of France, exterior insulationgrouperenovationdefrance.fr | 21 € | 25 % | ≈ €84 |
| Initiativ'Énergie, air conditioninginitiativenergie.com | 14 € | 28 % | ≈ €50 |
| Initiativ'Énergie, large-scale renovationinitiativenergie.com | 35 € | 18 % | ≈ €194 |
Average advertising costs observed, excluding fees. They vary depending on the area, the season and the commercial approach: no results are guaranteed.
Screenshots of Google Ads accounts
Conversion curves are unretouched. Only elements that could identify an unmentioned customer have been masked.
Network of RGE-certified installers, throughout France
Search and Performance Max, from October 2022 to January 2024: 2.7 times more conversions than in the previous period, with a lower cost per conversion.
8 070conversions
19,15 €by conversion
RGE-certified multi-activity company
Heat pump, insulation and overall renovation, from October 2022 to January 2025: the cost per conversion goes from €54.89 to €25.59 and the volume is multiplied by almost ten.
× 9,9conversions
12,73 €in Maximum Performance
IRVE charging station installer
Account monitored since October 2022, in B2C and B2B, with leads via form and telephone.
4 515conversions, including 202 calls
12,94 €by conversion
Tax optimization advisor (ORIAS)
A sector where leads are expensive and advertising is heavily regulated. From December 2022 to May 2023, Search campaigns maintained a click-through rate of 13 to 14.5%.
3 287conversions in six months
29,51 €by conversion
How are these figures collected?
The sources
Google Ads: Annual report for my administrator account, on the accounts still linked to it. Meta Ads: My clients« advertising accounts, »Leads" results, recorded on November 7, 2026. Meta only retains detailed results on 37 months : Meta's figures therefore start in mid-2023.
These figures are a minimum
I am no longer associated with many past client accounts: their results do not appear here. The volumes shown therefore underestimate my actual activity.
What is a converted lead?
A lead who is called, interested, eligible, and has an appointment scheduled. This is more demanding than a simple «qualified» contact, and it's this conversion rate that determines whether a campaign is profitable.
No results guaranteed
The cost of a lead depends on the area, the season, the offer, and the sales process. Each project begins with a free audit to assess what is achievable in your market.
Detailed studies and other levers (SEO, e-commerce): Results and case studies on anthonymenard.net.
Questions about these results
Where do these figures come from?
Google Ads and Meta Ads accounts of my clients, recorded on November 7, 2026. The screenshots are unretouched, and three clients have agreed to be named with their figures: Groupe Rénovation de France, Initiativ'Énergie and MCY France.
Why compare two years?
The first few weeks are used to test ads, audiences, and forms, and campaigns generally stabilize within the first month. After that, I cut what isn't converting and reinforce what is working: comparing two years demonstrates the long-term effect of this approach.
What cost per lead can I expect in my sector?
For energy-efficient renovations, the costs typically range from €14 to €35 depending on the trade. For car insurance, they are around €5, and for real estate sales, between €20 and €35. Details by trade are available in the guide. cost of a lead per profession, and the free audit provides an estimate for your area.
Are the leads exclusive?
Yes. The campaigns and landing page are in your name, the requests come directly to you and are not resold to anyone.
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